Overview

In a recent Helium 10 interview, Santhos Thiru of the Diveme agency disclosed a set of Amazon PPC techniques designed to stretch every advertising dollar. Recorded for episode #142, the discussion outlines concrete steps sellers can take to tighten spend, lift conversion rates, and protect profit margins. Mastering these methods is critical for any vendor who wants to stay competitive in Amazon’s fast‑moving marketplace.

Key Points

• Match‑type Segmentation — Keeping exact, phrase and broad match keywords in separate campaigns stops them from bidding against each other and safeguards budget distribution.
• Negative Keyword Hygiene — Adding irrelevant search terms to the negative list on a daily basis eliminates spend on clicks that never convert.
• Placement‑based Bid Tuning — Raising bids for top‑of‑search slots while lowering them for lower‑performing placements aligns spend with the areas that generate the most sales.
• Long‑Tail Mining — Pulling high‑conversion, low‑cost phrases from the Search Term Report uncovers niche opportunities that competitors often miss.
• Dayparting & Budget Shifts — Concentrating budget during proven high‑traffic windows, such as evenings or weekends, maximizes exposure when shoppers are most likely to purchase.
• Automated Rule Engine — Deploying rule‑driven bid adjustments keeps campaigns responsive to performance changes without constant manual oversight.

How Amazon PPC Optimization Works

1. Create Separate Campaigns for Each Match Type — Set up three distinct campaigns: one dedicated to exact match, another for phrase match, and a third for broad match.

   • Example: A seller advertising a “silicone kitchen spatula” places the keyword “silicone kitchen spatula” in the Exact campaign, the phrase “kitchen spatula” in the Phrase campaign, and the broader term “kitchen tools” in the Broad campaign. This structure ensures each match type competes only within its own budget slice.