Overview

Launching an Amazon pay‑per‑click (PPC) campaign without a defined strategy often leads to wasted ad spend and stalled sales growth. In a recent discussion, Amazon‑FBA mentor Tamara Tee outlined the core components of auto campaigns, ACoS management, and the decision‑making process around Brand Registry enrollment for newcomers. Mastering these basics enables sellers to allocate advertising dollars efficiently and build a robust ad foundation from day one.

Key Points

• Auto campaigns serve as data collectors — They let Amazon automatically pair ads with relevant search terms, providing early keyword insights without manual research.
• ACoS reflects campaign profitability — A lower Advertising Cost of Sale signals that ad spend is generating revenue; sellers should keep ACoS beneath their net profit margin.
• Brand Registry opens advanced ad formats — Enrolling a trademark‑verified brand grants access to Sponsored Brands and Sponsored Display, though the requirement may not suit every starter.
• Keyword harvesting fuels manual campaigns — Exporting high‑performing terms from auto campaigns creates a targeted manual list that drives better ROI.
• Budget pacing prevents premature depletion — Aligning daily budgets with overall advertising goals ensures funds remain available long enough to gather performance data.

How to Build a Strong Amazon PPC Foundation

1. Launch a single auto campaign — Set up one auto campaign for your primary product with a modest daily budget (e.g., $12). For a newcomer selling a stainless‑steel water bottle, Amazon will automatically bid on queries such as “insulated water bottle” and “travel mug,” exposing the product to relevant shoppers without manual keyword selection.
2. Track ACoS each day — Review the campaign’s ACoS daily; if it exceeds your target margin (for instance, a 30 % ACoS when your profit margin is 35 %), pause the campaign or lower the bid to protect profitability.
3. Harvest high‑performing search terms — After roughly two weeks, download the search‑term report. Identify keywords that generated sales with an ACoS below your target, such as “vacuum insulated bottle” at 22 % ACoS, and flag them for manual targeting.