TOPIC / AMAZON PPC
Amazon PPC.
Guides, articles and the process behind each.
Campaign structure, bids, budgets, placements, search terms and the numbers advertising moves.
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Amazon PPC
Q4 Amazon PPC Strategy: Black Friday to New Year
Q4 is a six-week sequence, not one event. How to plan stock, budgets and bids across Black Friday, the December shipping cutoff and the post-Christmas surge.
6 min read · Sep 25, 2026Amazon PPC
Wasted Ad Spend on Amazon: How to Find It and Stop It
Wasted spend hides in five places: non-converting terms, self-competition, over-funded discovery, placements and pages that cannot convert. How to find each.
6 min read · Sep 25, 2026Amazon PPC
How to Read the Amazon Search Term Report (and Act on It)
The search term report shows what shoppers typed before they clicked. Which columns matter, the five sorts we run every week and the action each one leads to.
6 min read · Sep 25, 2026Amazon PPC
Amazon PPC Campaign Structure That Scales With Your Catalog
A structure where every campaign has one job, one match type and one bid logic. How we lay out portfolios, campaigns and ad groups so an account can grow.
6 min read · Sep 25, 2026Amazon PPC
Negative Keywords on Amazon: How and When to Add Them
Negative keywords stop a campaign spending on searches that do not sell. Exact vs phrase, the thresholds we apply and the mistakes that cut sales.
6 min read · Sep 25, 2026Amazon PPC
Amazon ACoS Too High? What to Fix First (and What to Leave Alone)
A high ACoS is a symptom with four common causes. Here is the order we check them in, what each one looks like in the data, and the fix that matches.
3 min read · Sep 25, 2026GLOSSARY
Terms used in this topic.
ACoSAdvertising cost of sales. Ad spend divided by the sales those ads produced, shown as a percentage. The first number most sellers look at, and the one most often misread.Amazon DSPAmazon's demand-side platform for programmatic display, video and audio ads on and off Amazon, bought on impressions rather than clicks and usually through an agency or Amazon's managed service.Amazon Marketing CloudAmazon's privacy-safe clean room for analyzing ad and shopping signals across formats. Advertisers query aggregated, anonymized data with SQL and build custom audiences from the results.BidThe maximum amount you are willing to pay for one click on an Amazon ad for a given keyword or target. Amazon's auction, dynamic bidding settings and placement modifiers decide what you actually pay.Campaign ManagerThe section of the Amazon Ads console where sponsored ad campaigns are created, edited and reported on, reached from Seller Central under Advertising or directly at advertising.amazon.com.CTRClick-through rate. Clicks divided by impressions, shown as a percentage. It measures how often shoppers who see your product in search results or an ad choose to open it.Daily BudgetThe average amount per day you allow an Amazon ad campaign to spend. Amazon can spend up to 25% more on a busy day as long as the monthly total stays within the daily budget multiplied by the days in the month.DaypartingAdjusting Amazon ad bids or budgets by hour of the day or day of the week, so spend concentrates in the hours that convert and eases off in the hours that only produce clicks.ImpressionsThe number of times an ad was displayed on a page, whether or not anyone looked at it or clicked. The top of the advertising funnel and the first number to check when traffic falls.Keyword CannibalizationWhen two or more of your own campaigns, ad groups or ASINs compete for the same search term, raising your cost per click and splitting the data, without adding sales.Match TypeThe setting that decides how closely a shopper's search must resemble your keyword for your ad to show. Amazon offers broad, phrase and exact match for keyword targeting.Negative KeywordA keyword you add to a campaign or ad group to stop your ads showing for searches that contain it. Available as negative exact and negative phrase, plus negative product targeting for ASINs.New-to-BrandAn Amazon Ads metric that counts orders from shoppers who had not bought from your brand on Amazon in the previous 12 months. Reported for Sponsored Brands, Sponsored Display, Sponsored TV and DSP, and now for Sponsored Products.PlacementWhere on Amazon an ad appears. Sponsored Products reports three placements, top of search on the first page, rest of search and product pages, each with its own bid modifier and performance.ROASReturn on ad spend. Ad-attributed sales divided by ad spend. The inverse of ACoS, expressed as a multiple rather than a percentage.Search TermThe exact words a shopper typed into Amazon search before clicking your ad. Distinct from the keyword you bid on; the Search Term report shows the two side by side.Sponsored BrandsAmazon's brand-level ad format for Brand Registry sellers. Headline banners, video ads and Store spotlight ads that show your logo and several products and can land on your Brand Store.Sponsored DisplayAmazon's self-service display ad format for Brand Registry sellers. Audience and product targeting that reaches shoppers on and off Amazon, including retargeting of listing visitors.Sponsored ProductsAmazon's cost-per-click ad format that promotes a single ASIN in search results and on product pages. Open to all professional sellers and the base of most Amazon advertising accounts.Sponsored TVAmazon's self-service streaming TV ad format for Brand Registry sellers. Video ads on Prime Video, Fire TV, Twitch and other streaming inventory, bought in the same console as search ads.TACoSTotal advertising cost of sales. Ad spend divided by total sales, organic and paid together. The number that shows whether advertising is building the business or carrying it.Top of SearchThe sponsored ad slots at the top of the first page of Amazon search results. The placement with the highest visibility and usually the highest click-through rate and cost per click.
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