Overview

In early 2024, Amazon advertising specialist Mina Elias shared a step‑by‑step framework for running pay‑per‑click (PPC) campaigns and launching new products on the Helium 10 podcast. The method combines a structured keyword hierarchy, disciplined bid limits, a front‑loaded budget boost, and regular performance audits. Sellers who adopt the system can gain faster visibility, keep ad spend in check, and improve organic ranking during a launch.

Key Points

• Three‑Level Keyword Architecture — Keywords are divided into core, secondary and long‑tail groups; for a silicone spatula launch, “silicone spatula” sits in the core tier, “heat‑resistant cooking utensil” in secondary, and “dishwasher‑safe silicone spatula for toddlers” in long‑tail.
• Bid‑to‑ACOS Cap — Maximum bids are set as a fixed percentage of the target ACOS, such as a 20 % cap when aiming for a 15 % ACOS on a $25 item.
• Launch‑Day Budget Surge — The daily budget is multiplied by two to three times the normal amount on day 1, then tapered back once the product secures an organic position.
• Weekly Negative Keyword Clean‑up — Irrelevant search terms are added as negatives each week; a pet‑grooming tool seller might block “cat litter” after spotting non‑converting clicks.
• 48‑Hour Review Cycle — Campaigns are audited every two days for the first fourteen days, then shifted to a weekly cadence to enable rapid adjustments.
• Seller Network Leverage — Attending local Amazon meetups or virtual mastermind groups provides cross‑promotion opportunities and shared keyword insights that can lower CPC competition.

How Mina’s PPC Management System Works

1. Keyword Tiering — Compile a master list of relevant search terms and sort them into three tiers:

   • Core: High‑volume, high‑intent phrases (e.g., “silicone spatula”).
   • Secondary: Moderate‑volume modifiers (e.g., “heat‑resistant cooking utensil”).
   • Long‑tail: Niche, low‑competition strings (e.g., “dishwasher‑safe silicone spatula for toddlers”). : For a reusable water bottle, “stainless steel water bottle” belongs in the core tier, while “BPA‑free insulated bottle for hikers” lands in long‑tail.