After the total daily ad budget is computed (via Daily Budget Formula (Target Units × Price × Target ACoS) or New-Launch Ad Budget Formula (CPC ÷ CVR × Target Sales)), it has to be divided across campaign types rather than assigned as one lump budget:
The split ratio depends on the goal, not a fixed formula: an aggressive push for fast ranking (see Aggressive Launch Bidding Strategy (Over-Bidding + Dynamic Up/Down)) weights the split differently than a lean, cost-efficient launch aimed at protecting margin. This is the step between "what's my total daily spend" and "what do I type into each campaign's budget field."
A $200+ Home & Kitchen launch reached $100,000 in revenue in 90 days at 14% average ACOS using Amazon PPC alone (no external traffic, email list, or influencers). Its top 5 campaigns by sales, all in the healthy 'teens and 20s' ACOS range, spread across four setup types: category targeting (bed frames 12% ACOS/$21,700; beds 18% ACOS/$6,100), semantic-family phrase match, brand defense, and automatic targeting. Category targeting produced the bulk of launch sales and outperformed a traditional exact-match-keyword-only approach — supporting a broader lean-launch principle of giving Amazon's targeting systems (broad match, auto, category/product targeting) more leeway to drive early sales velocity efficiently, rather than over-relying on manually curated exact-match keywords.
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