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Amazon PPC
Chris Rawlings, presenting himself as a top Amazon PPC spender and verified Amazon ads partner, claims his agency took one supplement product to $1M+ in revenue within 12 months using only a specific, replicable structure of ten Sponsored Products campaign types — most of them built to sacrifice ACOS in order to drive organic keyword ranking, which in turn lowers TACOS over time.
Product launched 12 months prior, hit a new sales record almost every month (except stockout months), now runs ~$150k/month with $1M+ total revenue and high margins.
There is no single rigid campaign structure to always follow; the real method is a 'PPC data loop' — test campaign types, then use performance data to optimize both campaigns and product listing assets.
Top campaign by sales: a single-keyword exact-match Sponsored Products campaign on the one most important keyword, deliberately run at 65% ACOS because the goal is organic ranking, not ad efficiency.
ACOS (ad spend ÷ ad revenue) is 'not the defining metric'; TACOS (ad spend ÷ total revenue) is what matters — most recent month was $164k revenue at 16.6% TACOS.
Managing a single-keyword ranking campaign is ~90% about placement bid adjustments; top of search gets the heaviest adjustment (128%) because it has by far the highest CTR (9% vs. 1.3% rest of search vs. 0.2% product pages) and the greatest ranking impact.
If top-of-search ACOS becomes uncompetitive, ease off that adjuster and ramp whichever placement is actually performing best instead.
2nd-place campaign: product targeting against competitors' high-volume ASINs; even though it's product targeting, ads can still surface in search, but most sales still land on the targeted products' own pages.
Product targeting campaigns fall into four types: refined (lower-rated/pricier competitors), high-volume ASIN, missing-feature ASIN, and self-targeting.
3rd-place campaign: an auto-targeting campaign combining all four match types (close match, complements, loose match, substitutes) in one campaign against usual best practice; loose match was the surprise top performer and substitutes was turned off.
Claims auto campaigns, once seen as budget wasters, can now be top performers because 'Amazon's algorithm wants leeway in 2025 and beyond' — paralleled to the same broad-targeting shift on Meta, Google, and YouTube ad platforms.
Two negative-keyword strategies described: negate only known-irrelevant terms, or negate everything targeted elsewhere to keep campaigns segregated.
5 of the top 8 campaigns (1st, 4th, 6th, 7th, 8th) are all single-keyword exact-match ranking campaigns — reflecting that for this specific product, organic ranking was 'everything,' which the video says isn't always the case for other launches.
'STP' (self-targeted product placement) campaign: target your own ASIN with 'expanded' (not 'exact') matching, which surfaces many long-tail competitor placements that can't be manually mined via keyword/product research.
9th-place campaign: category targeting refined to show only competitors in the same category priced higher and/or rated lower; refining on both axes at once shrinks the target pool too much.
10th-place campaign: broad match using the same 4 core keywords as the exact-match ranking campaigns; it posted the best ACOS of the entire top 10, yet heavy traffic is still pushed to the worse-ACOS exact-match campaigns because those specifically drive organic ranking.
Closes by summarizing that these ten campaigns collectively drove the single product to $1M within 12 months, then pitches a downloadable campaign-setup resource and his agency Sophie Society.
Chad scaling — Rawlings' own term for the simple-yet-aggressive campaign-scaling style used throughout this launch. Apply: Run a small set of straightforward exact-match/product-targeting campaigns aggressively rather than building an elaborate, highly segmented structure.
PPC data loop — An iterative process of testing different campaign types and feeding their performance data back into both campaign and product-asset optimization. Apply: Launch varied campaign types, review performance data regularly, and use the winners to inform both ad spend allocation and product listing changes (images, copy).
Single-Keyword Exact-Match Ranking Campaign — A Sponsored Products campaign targeting one exact-match keyword — the single most important keyword for the product — deliberately run at a high ACOS to drive organic ranking rather than ad efficiency. Apply: Create a manual keyword-targeting ad group, enter only the one target keyword as exact match (deselect phrase/broad), set a bid, and push spend via placement bid adjustments to chase rank for that keyword, accepting a high ACOS as the cost of ranking.
ACOS vs. TACOS framework — ACOS = ad spend ÷ ad revenue for the month; TACOS = ad spend ÷ total revenue for the month, described as the metric that actually matters. Apply: Judge ranking-focused campaigns by whether TACOS trends downward over time rather than by whether individual campaign ACOS looks efficient.
Placement bid adjustments — Percentage bid boosts applied per placement (top of search, rest of search, product pages, business placements) that let Amazon raise bids more aggressively to win specific placements. Apply: Push the highest bid adjustment (e.g., 128%) onto top-of-search when chasing organic ranking due to its higher CTR/conversion and ranking impact; if its ACOS becomes uncompetitive, shift the adjustment to whichever placement is performing best instead.
High-Volume ASIN Product Targeting Campaign — A Sponsored Products campaign using manual product targeting against the highest-volume competing ASINs, e.g. top-ranked competitors for the main keyword. Apply: Build a product-targeting ad group, list the top competing high-volume ASINs as exact targets, and set bids, expecting sales to concentrate on the targeted products' own pages even though ads can also surface in search.
Four-way product targeting taxonomy — A grouping of Sponsored Products product-targeting campaigns into four types: refined targeting of lower-rated/higher-priced competitors, high-volume ASIN targeting, targeting ASINs missing a feature your product has, and self-targeting your own ASIN. Apply: Pick the targeting logic that matches the current goal — undercutting weaker competitors, riding high-traffic ASINs, exploiting a feature gap, or self-targeting for discovery — when building a new product-targeting campaign.
Auto-Targeting Campaign (combined match types) — A Sponsored Products auto campaign combining all four Amazon auto match types (close match, loose match, complements, substitutes) via 'set bids by targeting group,' instead of the traditionally recommended split into separate ad groups/campaigns. Apply: Launch per-match-type targeting groups to isolate performance, turn off underperforming match types, and reallocate budget toward whichever match type actually wins (e.g. loose match here) instead of assuming close match/substitutes will win by default.
Negative keyword strategy (phrase vs. exact negation) — Two alternate approaches — negating only known-irrelevant search terms, or negating every keyword targeted elsewhere to keep campaigns segregated — plus the distinction between phrase-negate (blocks any query containing the phrase) and exact-negate (blocks only that exact query). Apply: Continuously review the search term report and phrase-negate irrelevant/non-converting queries (e.g., a wood product showing for 'titanium'), especially in auto and broad-match campaigns where Amazon has wide targeting discretion.
STP (Self-Targeted Product Placement) Campaign — A Sponsored Products product-targeting campaign that targets the advertiser's own ASIN using 'expanded' (not 'exact') matching, prompting Amazon to surface similar competitor ASINs as actual placements. Apply: Enter your own product ASIN as the target, select 'expanded' instead of 'exact,' and mine the resulting placement data for long-tail competitor targets that can't be found via manual keyword or product research.
Category Targeting Campaign (with Refine) — A Sponsored Products campaign that targets an entire Amazon category (usually your own) via product targeting, then uses 'Refine' to restrict targets to competitors rated below your star rating and/or priced above your price. Apply: Select your category, click 'Refine' instead of 'Add,' and filter by only one axis (price or rating) since stacking both shrinks the eligible target pool too much and can hurt performance.
Multi-Keyword Ranking Campaign (Broad Match) — A Sponsored Products campaign using the same core 'money'/'alpha' keywords as the exact-match ranking campaigns, but set to broad match only, giving Amazon leeway to surface related high-performing search terms. Apply: Load your highest-relevance, highest-volume keywords as broad match, add phrase negatives to block irrelevant queries, and expect a better ACOS than the equivalent exact-match campaigns — while still funneling heavy traffic to the exact-match versions for their organic-ranking effect.
Dynamic bids (down-only vs. fixed) strategy — Amazon's bidding-strategy setting choice between 'dynamic bids – down only' and a fixed bid, used across most campaign types to control aggressiveness. Apply: Choose down-only for a more conservative, controlled bid ceiling or fixed for maximum aggressiveness, depending on how hard you want to push a given ranking campaign.
The video reframes ACOS as a deliberate ranking-investment lever rather than an efficiency target: a 65% ACOS campaign is described as the top sales driver precisely because it is inefficient in ad terms but effective at pushing organic rank, with TACOS as the only metric that should worry the seller.
The broad-match campaign, built from the exact same four keywords as the exact-match ranking campaigns, achieved the best ACOS of the whole top 10 — yet the presenter says they keep pouring budget into the worse-ACOS exact-match versions anyway, showing that campaign selection here is driven by ranking impact, not advertising efficiency.
Self-targeting your own ASIN with 'expanded' (not 'exact') matching is presented as a discovery mechanism: Amazon uses it to surface long-tail competitor placements that spread sales thinly across many low-click targets you could never have found through manual keyword or product research.
Stacking both refinement filters (price and rating) on a category-targeting campaign is claimed to hurt performance by shrinking the eligible target pool too aggressively — the advice is to refine on only one axis at a time.
The claim that Amazon's ad algorithm now 'wants leeway' is used to justify combining all four auto match types into a single campaign against normal best practice, and it reportedly worked, with loose match (not the usually favored close match or substitutes) turning out to be the best performer — explicitly framed as something you can't know without testing.
«We launched a supplement on Amazon and made $1 million in one year with one product. And we did it only using Amazon PPC.»
— 00:00
«We call this kind of campaign scaling Chad scaling because it's very simple yet aggressive and pretty good-looking, too.»
— 01:20
«There's not one rigid campaign structure that you can always adhere to. It's rather about the process of running a PPC data loop of trying different campaign types out and then taking the data from the performance of those campaigns and using it to optimize not only the campaigns but also the product assets.»
— 01:50
«A high a cost campaign is not necessarily a bad performing campaign if it's driving ranking organically very strongly.»
— 03:38
«Auto campaigns used to be a great way to just lose your budget and flush your budget down the toilet. Nowadays, that's not true at all.»
— 11:14
«Amazon's algorithm wants leeway in 2025 and beyond. It wants to have the flexibility to show your ad when and where it wants to.»
— 11:28
«Using a self-targeted expanded product targeting campaign is a magic tool for getting these targets that you wouldn't have otherwise known were good product targets for you.»
— 16:51
«in this case, organic ranking for these keywords was everything for this product. It's not always like that.»
— 17:56
«which again speaks to my point before about Amazon liking the targeting types that give them more leeway.»
— 20:28
«those are the top 10 campaigns that got us to a million within 12 months on one single product on Amazon.»
— 22:21
Reception
Viewers generally praise the creator's content as helpful and informative, but a vocal minority raises pointed complaints about a broken lead-magnet promise and a credibility gap between the educational content and actual client results.
This is a promotional but mechanically detailed walkthrough: it lays out ten specific, replicable Sponsored Products campaign configurations with concrete setup steps and metrics, built around the recurring claim that accepting a high ACOS on exact-match ranking campaigns is what actually drove the $1M outcome, while closing with a resource download and agency pitch.
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