Amazon PPC can feel overwhelming with Sponsored Products, Sponsored Brands, and Sponsored Display all competing for budget. Here’s how we think about structuring a new account.
Start with Sponsored Products
This is where most sellers should begin — it’s the most direct path to driving sales on individual listings and gathering keyword data.
Separate campaigns by match type
Broad, phrase, and exact match keywords behave very differently. Keeping them in separate campaigns makes it far easier to control bids and spot what’s actually converting.
Watch your ACoS, but don’t obsess over it alone
Advertising Cost of Sale matters, but total profitability — including organic sales lifted by advertising — is the number that actually matters for the business.
