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Amazon PPC
The video gives a complete, formula-driven, step-by-step method for building high-performing Amazon Sponsored Products campaigns — targeting choice, bid calculation, placement strategy, naming, and budget — arguing that Sponsored Products is the single most important Amazon ad type for driving sales, and that several of Amazon's own defaults (suggested bid, suggested targets) should be overridden with the presenter's own formulas and structures.
Sponsored Products ads generate the most clicks, highest click-through rate, and the most revenue/sales of any Amazon ad type.
Campaign creation path: Seller Central → hamburger menu → Advertising → Campaign Manager → Create Campaign → Sponsored Products.
Ad groups are mostly unnecessary except for split-testing near-identical variants; the campaign level and its name matter more.
Good campaign etiquette is one product per campaign so performance data isn't blurred across products.
"Targeting" means WHERE the ad appears (search results or product pages), not demographic targeting.
Only two real placements exist: search results (top of search + rest of search) and product detail pages; top-of-search is described as "the alpha dogs" — most expensive but highest CTR and most influential on ranking.
Choosing keyword vs. product targeting only signals intent to Amazon — Amazon can and will still show the ad in both search and on product pages regardless of the choice.
Keyword match types (exact/phrase/broad) control how tightly a search term must match; Amazon has recently gotten more liberal even within exact match.
Do not use Amazon's suggested bid; instead calculate Starting Bid = Target ACoS × Product Price × Conversion Rate.
Conversion rate is found via Business Reports → ASINs tab → "Unit Session Percentage."
Negative keywords exclude irrelevant search terms; their importance rises from exact → phrase → broad → automatic targeting.
"Dynamic bids down only" is recommended as the default bidding strategy; fixed bids don't fix your actual cost-per-click.
Placement bid adjustments (Top of Search / Rest of Search / Product Pages) bias spend toward a chosen placement and are best tuned via the Placements report after a campaign has run.
A structured campaign naming convention (product nickname + ASIN + SPA/SPM tag + match type/keyword) is presented as essential once managing many campaigns.
Portfolios should group all campaigns belonging to a single product.
Daily budget starting point = target units sold per day × product price × target ACoS.
Manual product targeting can target categories or individual ASINs, using exact or expanded match, and supports negative targeting of competitor ASINs/brands.
Automatic targeting has two configurations — "set default bid" (full Amazon latitude) vs. "set bids by targeting group" (close match, loose match, substitutes, compliments) — with the latter recommended for more control.
The real value of automatic targeting is sourcing new, unresearched targets, not standalone performance; winners should be migrated into dedicated exact-match manual campaigns.
Bid Formula (Starting Bid = Target ACoS × Price × Conversion Rate) — A formula for calculating a starting keyword bid instead of using Amazon's suggested bid, defined as Target ACoS × Product Price × Conversion Rate. Apply: Look up your product's conversion rate, multiply it by product price and target ACoS (as decimals), and use the result as your starting bid instead of Amazon's suggested bid.
Conversion Rate Lookup (Unit Session Percentage) — A method for finding a product's real conversion rate inside Amazon's Business Reports. Apply: Go to Seller Central → Business Reports → ASINs tab and read the "Unit Session Percentage" column as the conversion rate input for the bid formula.
One-Product-Per-Campaign rule — A campaign hygiene principle that each Sponsored Products campaign should advertise only one product. Apply: Add a single product per campaign rather than multiple, repeating the campaign-creation process for each additional product.
Keyword Match Type framework (Broad/Phrase/Exact) — The three keyword match types controlling how closely a shopper's search term must match your target keyword to trigger your ad. Apply: Use exact match to isolate a proven high-value keyword, phrase match to capture longer variations containing it, and broad match to capture any search containing the words in any order.
Single-Keyword Exact-Match Campaign technique — A tactic of isolating one especially important keyword into its own dedicated exact-match campaign. Apply: After identifying a high-volume, high-CTR, high-converting keyword via research or Auto campaigns, create a single-keyword exact-match campaign to fine-tune its bid.
Negative Keyword Targeting — A targeting tool used to exclude specific search terms from triggering your ad, the inverse of keyword targeting. Apply: Seed a negative list from pre-launch keyword research, then keep refining it using downloaded Search Term Reports; apply most heavily to broad and automatic campaigns, least to exact.
Bidding Strategy framework (Dynamic up/down, Dynamic down only, Fixed) — Amazon's three bid-adjustment modes controlling whether and how the platform can auto-adjust your set bid at auction time. Apply: Default to "Dynamic bids down only"; use "up and down" only when chasing fast impressions or being deliberately aggressive; use fixed bids only when the exact correct bid is already known from history.
Placement Bid Adjustment framework (Top of Search/Rest of Search/Product Pages) — Three percentage-based bid multipliers letting you weight your bid toward a specific placement (top of search, rest of search, or product detail pages). Apply: Raise the Top of Search percentage (up to 900%) when chasing keyword ranking, or use the ad console's Placements report after the campaign has run to see actual placement performance and adjust the percentage directly from that report.
Campaign Naming Convention — A structured naming template: optional company tag, product nickname (2 words), ASIN, targeting-type tag (SPA/SPM), and match type or keyword/family. Apply: Name every campaign following this template so that, once managing dozens or hundreds of campaigns, each one's identity and performance can be read at a glance from its name.
Portfolio structure — A grouping of all campaigns belonging to one product under a single named portfolio. Apply: Create one portfolio per product and file every campaign advertising that product into it for organization.
Daily Budget Sizing Formula — A rough starting formula for a campaign's daily budget: target units sold per day × product price × target ACoS. Apply: Use it to set an initial daily budget, then raise it if spend is exhausted too early or too little is spent, and adjust the bid rather than the budget if impressions are the underlying issue.
Targeting Framework (Automatic vs Manual → Keyword vs Product) — The top-level choice between automatic (Amazon-chosen) and manual (advertiser-chosen) targeting, with manual splitting into keyword targeting (search terms) and product targeting (specific ASINs/categories). Apply: Choose manual keyword targeting to chase specific search terms, manual product targeting to appear on specific competitor/complementary listings, and automatic targeting to let Amazon test and surface new targets.
Category vs Individual Product Targeting — Within manual product targeting, the choice between targeting whole categories or targeting individual ASINs. Apply: Reserve category targeting for high-volume, broad-impression chasing; use individual ASIN targeting (via search, list, or file upload, often copied directly from the product page) for most campaigns.
Product Targeting Match Types (Exact vs Expanded) — The two match modes for product/ASIN targeting: exact targets the specified ASIN(s) directly, expanded uses the ASIN as a "seed" so Amazon can extend to similar product pages. Apply: Use exact with a single target ASIN to bias toward that specific product page; use expanded when willing to let Amazon surface additional similar, undiscovered product pages.
Negative Product/Brand Targeting — The product-targeting equivalent of negative keywords, excluding specific competitor products or entire brands from triggering your ad. Apply: Add a competitor ASIN or brand as a negative target when it's identified as a stronger/cheaper offer that never converts for your ad.
Placement-Bias technique (raise search bid % while lowering base bid) — A tactic to bias a product-targeting campaign toward showing on the target's detail page rather than in search results. Apply: Raise the Top of Search/Rest of Search placement bid percentage (e.g., +100%) while simultaneously lowering the base starting bid, suppressing search placements relative to the desired product-page placement.
Automatic Targeting Configuration (Set default bid vs Set bids by targeting group) — Two configuration modes for automatic campaigns: "set default bid" gives Amazon full latitude with only negative targeting as a control, while "set bids by targeting group" exposes four sub-groups for finer control. Apply: Prefer "set bids by targeting group" for more control over an automatic campaign rather than leaving Amazon full latitude under "set default bid."
Four Automatic Targeting Groups (close match, loose match, substitutes, compliments) — The four sub-categories inside automatic targeting: close match and loose match are search-term-based, substitutes and compliments are product-based. Apply: Start an automatic campaign with close match for the most predictable results, then expand into loose match, substitutes, and compliments once performance is established — e.g., compliments would show a cheeseboard ad on cheese-knife listings.
One-Campaign-Per-Match-Type principle — A structuring rule to keep each campaign limited to a single match type or targeting group rather than mixing them. Apply: Split campaigns by match type/group (exact, phrase, broad, or one automatic sub-group) so spend, clicks, and ACoS can be read cleanly per match type.
Auto-Campaign-as-Discovery-Engine workflow — A workflow treating automatic targeting campaigns primarily as a way to surface new, unresearched search terms and product targets rather than as an end-performance channel. Apply: Run automatic campaigns, download and analyze Search Term Reports, extract top-performing discovered terms/ASINs, and relaunch them as dedicated exact-match manual campaigns.
Search Term Report — A downloadable Amazon report showing the actual search terms and ASINs that triggered your ads and their performance. Apply: Download and analyze it regularly to find irrelevant terms to add as negatives and to find well-performing terms/products to promote into dedicated exact-match campaigns.
ACoS (Advertising Cost of Sale) — A core PPC metric defined as the percentage of a sale's retail price spent on advertising to generate that sale. Apply: Set a target ACoS as an input to both the bid formula and the daily budget formula to keep ad spend proportionate to sales value.
Targeting choice (keyword vs. product) doesn't restrict where the ad shows — Amazon can serve it in both search and on product pages regardless of which is chosen, something the presenter says he doesn't fully understand himself.
A fixed bid does not produce a fixed cost-per-click; the bid only determines auction eligibility ("whether you're in the game"), not the price actually paid.
Automatic campaigns are framed as deliberately running a higher ACoS at first, since their real function is as a discovery engine for terms/products to harvest into dedicated exact-match campaigns rather than an end-performance channel.
A specific technique for biasing a product-targeting campaign toward the target's detail page rather than search: raise the top-of-search/rest-of-search placement bid percentage while simultaneously lowering the base starting bid.
Even "exact" match keyword targeting has loosened over time — Amazon now shows ads for terms it deems merely equivalent, not just literally identical.
The campaign naming convention is presented as a scaling mechanism, not cosmetics — it's what lets a seller judge performance across dozens or hundreds of campaigns without opening each one.
The tutorial closes by functioning as a lead funnel for the presenter's own PPC management agency, Sophie Society.
«so they're the most important ad type for you to know in order to drive sales to your products on amazon.com»
— 00:19
«good campaign etiquette is really just to add one product per campaign»
— 02:20
«these ones are sort of like the alpha dogs of sponsored product campaigns»
— 04:39
«whether you do keyword targeting or product targeting Amazon can show you both in Search and on product listings and it will»
— 06:28
«I can tell you with certainty the answer is no do not use Amazon suggested bid»
— 11:36
«your bid doesn't equal your cost per click, it just tells Amazon whether or not you're in the game»
— 18:08
«the best way to decide what to set each of these bid placement fields at is to actually look at the ad console after the campaign has been running for a while and see where your placements are actually going»
— 21:00
«why is that don't ask me this is just how Amazon works»
— 28:31
«the main benefit that you get from it is you actually get to Source new targets that you didn't know exists»
— 35:23
«my company Sophie Society partners with Brands to take over their PBC and help them to grow»
— 36:49
Reception
Viewers overwhelmingly praised the video's clarity and practical PPC advice, engaging deeply with follow-up questions, despite one comment criticizing it for lacking advanced detail.
A dense, self-contained practical tutorial that replaces several of Amazon's own defaults (suggested bid, suggested targets) with the presenter's own formulas and heuristics, closing as a lead funnel for his PPC management agency.
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