Overview

In a recent Helium 10 podcast, Amazon PPC veteran Tobias Zuber broke down the tactics he uses to turn ad spend into measurable sales growth. His recommendations target campaign organization, bid discipline, and keyword hygiene—areas that directly affect ACoS and overall profitability for any Amazon seller.

Key Points

• Match‑type segmentation — Splitting a single “organic tea” campaign into Exact, Phrase and Broad groups lets a seller cap spend per match type and improve relevance.
• Negative‑keyword upkeep — Adding “free” and “DIY” as negatives stopped a home‑goods vendor from paying for clicks that never converted.
• 48‑hour bid cadence — A cosmetics brand that tweaked bids every two days kept its ACoS under the target threshold while scaling spend.
• Search‑term harvesting — Exporting the Search Term Report and launching new Exact campaigns for high‑conversion queries lifted sales for a pet‑accessories seller.
• ROI‑driven budget shifts — Moving daily budget toward campaigns delivering a ROAS above 4× boosted profitability for a kitchen‑gadgets vendor.
• Bid+ activation — Enabling Amazon’s Bid+ on top‑of‑search placements raised impression share for a sports‑equipment seller without breaching its cost ceiling.

How Amazon PPC Works (Tobias Zuber’s Approach)

1. Market research — Pinpoint the core search phrases shoppers use for your product; a bamboo cutting‑board seller starts with “bamboo cutting board,” “eco‑friendly kitchen board,” and “large chopping board.”
2. Create separate campaigns by match type — Set up three distinct campaigns: Exact (targeting the exact phrases), Phrase (catching broader variations), and Broad (testing new queries). The bamboo‑board seller bids $0.75 on Exact, $0.60 on Phrase, and $0.45 on Broad.
3. Add negative keywords — After the first week, review the Search Term Report and block irrelevant terms such as “free” or “recipe” to eliminate non‑converting traffic.
4. — Raise bids on Exact keywords that achieve a ROAS of 5×, while lowering bids on Phrase keywords stuck at a 2× ROAS, funneling budget toward the most profitable terms.