Amazon PPC Optimizer

Analyze and optimize Amazon Sponsored Products, Sponsored Brands, and Sponsored Display campaigns to reduce ACOS and maximize profitable sales.

When to Use

• •Weekly campaign optimization (recommended)
• •When ACOS exceeds target threshold
• •After launching new products
• •Before/during peak seasons
• •When scaling ad spend

Inputs Required

Optimization Workflow

Step 1: Pull Campaign Data

Export from Seller Central → Advertising → Reports:

• •Sponsored Products Search Term Report (60 days)
• •Sponsored Products Campaign Report (60 days)
• •Targeting Report (for product targeting campaigns)

Key metrics to extract:

Campaign Name | Ad Group | Targeting | Match Type | Impressions | 
Clicks | Spend | Sales | Orders | ACOS | CPC | CVR

Step 2: Analyze ACOS by Campaign/Ad Group

Categorize Campaigns:

GTSE Benchmark Targets:

Step 3: Keyword Analysis

Identify High-Spend Low-Convert Keywords:

Filter search term report for:

Spend > £20 AND Orders = 0
OR
ACOS > 50% AND Spend > £10

Action Matrix:

GTSE Example - Cable Ties:

❌ Negative: "free cable ties", "cable ties near me", "cheap cable ties wholesale"
✅ Scale: "heavy duty cable ties 300mm", "black nylon zip ties", "industrial cable ties uk"

Step 4: Find Winning Keywords to Scale

Criteria for Winners:

• •3+ orders in 30 days
• •ACOS below target
• •High relevance to product

Scaling Actions:

1. •Increase bid by 15-25%
2. •Add as exact match in dedicated campaign
3. •Create single-keyword ad group for top performers
4. •Increase daily budget on winning campaigns

Keyword Graduation Path:

Auto Campaign → Broad → Phrase → Exact (dedicated)

Step 5: Negative Keyword Strategy

Types of Negatives:

Negative Keyword Sources:

1. •Search term report (high spend, no sales)
2. •Competitor brand names (unless targeting)
3. •Irrelevant use cases
4. •Wrong sizes/colors we don't offer
5. •B2C terms when targeting B2B

GTSE Negative List Template:

Campaign-Level Negatives:
- free, cheap, wholesale, bulk order, sample
- near me, amazon basics, [competitor brands]
- colors/sizes we don't stock

Product-Level Negatives:
- [specific wrong use cases]
- [wrong material searches]

Step 6: Budget Reallocation

Budget Optimization Formula:

New Budget = Current Spend × (Target ACOS / Current ACOS)

Reallocation Priority:

1. •Move budget FROM: Campaigns with ACOS > 40%
2. •Move budget TO: Campaigns with ACOS < 20% that are budget-limited

Signs Campaign Needs More Budget:

• •"Limited by budget" status
• •Impression share below 10%
• •Top of search impression share dropping
• •High CVR but low impressions

Output: Optimization Action Plan

# PPC Optimization Report

**Date Range Analyzed:** [Date] to [Date]
**Total Spend:** £X,XXX
**Total Sales:** £X,XXX
**Overall ACOS:** XX%
**Target ACOS:** XX%

## Executive Summary
- X campaigns above target ACOS (action needed)
- X keywords identified for negative
- X keywords identified for scaling
- Estimated savings: £XXX/month

## Immediate Actions (This Week)

### 🔴 Pause/Reduce (High ACOS)
| Campaign | Current ACOS | Spend | Action |
|----------|--------------|-------|--------|
| [Name] | XX% | £XX | Reduce bid 30% |

### ➕ Add Negatives
| Keyword | Campaign | Spend | Orders | Action |
|---------|----------|-------|--------|--------|
| [term] | [camp] | £XX | 0 | Negative exact |

### 📈 Scale Winners
| Keyword | Campaign | ACOS | Orders | Action |
|---------|----------|------|--------|--------|
| [term] | [camp] | X% | XX | +25% bid, +budget |

## Budget Reallocation
| From Campaign | To Campaign | Amount |
|---------------|-------------|--------|
| [Low performer] | [High performer] | £XX/day |

## 30-Day Targets
- Reduce overall ACOS from XX% to XX%
- Increase profitable sales by XX%
- Reduce wasted spend by £XXX

Campaign Structure Best Practices

Recommended Structure for GTSE:

├── SP - [Product] - Auto
│   └── Single ad group, all match types
├── SP - [Product] - Research (Broad/Phrase)
│   └── Keyword harvesting from auto
├── SP - [Product] - Performance (Exact)
│   └── Graduated winners only
├── SP - [Product] - Product Targeting
│   └── Competitor ASINs
└── SB - [Category] - Brand Headline
    └── Brand awareness, category terms

Bid Strategy by Campaign Type:

Tools Used

• •Seller Central Advertising Console: Campaign management
• •Helium10 Adtomic: Automated optimization rules
• •DataDive: Competitor bid analysis
• •Sellerboard: True profit after ad spend

Related Skills

• •Listing Audit - Fix listings before scaling ads
• •Competitor Monitor - Understand competitor ad strategy
• •Review Response - Improve CVR through reviews