Overview

In early 2024, Amazon veteran Adriana Rangel delivered the second part of Helium 10’s Masterclass on pay‑per‑click (PPC) advertising. The session walked sellers through a data‑centric workflow that restructures keyword groups, tightens bid management, and leverages automation. Implementing these tactics can improve ad efficiency for brands of any size, driving more sales without raising overall spend.

Key Points

• Keyword Segmentation — Dividing high‑volume terms from niche, long‑tail queries into distinct ad groups lets a fitness‑tracker seller funnel more budget to the most profitable keywords while still capturing specialized searches.
• Bid Optimization Cycle — Revisiting bids every 48 hours based on impression share and ACOS stops money from draining on weak keywords and allows rapid scaling of rising queries.
• Negative Keyword Expansion — Adding irrelevant search phrases as negatives eliminated wasted clicks for a home‑decor brand that was unintentionally paying for “DIY wall repair” searches.
• Search‑Term Report Mining — A weekly scan of the report uncovered a seasonal phrase absent from the original list, prompting a new ad group that generated additional sales.
• Automation Rules — Setting a rule to pause any keyword whose ACOS exceeds a preset limit reduced manual oversight for a seller handling dozens of product listings.
• Budget Reallocation Strategy — Moving daily budget from low‑conversion campaigns to top‑performing groups during peak shopping periods lifted ad‑driven revenue without increasing total spend.

How the Advanced PPC Workflow Works

1. Initial Keyword Audit — Export the current keyword inventory and sort each term into “core,” “support,” or “long‑tail” buckets. For instance, a reusable‑water‑bottle vendor places “stainless steel water bottle” in the core bucket and “eco‑friendly travel bottle” in the long‑tail bucket.
2. Ad‑Group Structuring — Build separate ad groups for each bucket, assigning higher default bids to core keywords and lower bids to long‑tail ones. The water‑bottle seller sets a premium bid for the core group to dominate primary search results while allowing the long‑tail group to capture niche traffic at a lower cost.