Overview

Helium 10’s “TACoS Tuesday” webcast, aired in early March, featured Amazon‑PPC specialist Dr. Travis Zigler sharing the core elements of his advertising framework. Sellers who adopt his tactics can expect to trim wasted spend, improve relevance scores, and accelerate sales velocity across Amazon’s ad platform.

Key Points

• Strategic keyword layering — By nesting broad, phrase, and exact match terms inside a single ad group, a seller captures exploratory traffic, mid‑funnel shoppers, and ready‑to‑buy customers all at once, as demonstrated with a silicone baking mat campaign that combined “silicone bakeware” (broad), “silicone baking mat” (phrase), and “silicone baking mat 12‑inch” (exact).
• Bid‑adjustment cadence — Zigler advises a weekly bid‑review routine; during this window sellers raise bids on exact matches that stay under the target ACOS and pull back on phrase matches that exceed it, creating a spend pattern that reacts to the most recent performance data.
• Search‑term pruning — Regularly exporting the search‑term report, flagging clicks that never convert, and adding those terms to a negative list sharpens ad relevance and frees budget for higher‑return keywords, as seen when “silicone cooking sheet” was removed from a campaign after generating clicks but zero sales.
• Cross‑platform learnings — Applying Walmart‑PPC concepts—such as setting product‑level budget caps—within Amazon campaigns can prevent a single SKU from monopolizing the daily spend, allowing a balanced allocation across a seller’s entire catalog.
• Budget tiering by product performance — Assigning a higher daily budget to top‑selling ASINs while capping spend for slower movers ensures that the most profitable items receive the majority of ad dollars, a practice Zigler highlighted using a multi‑SKU kitchenware brand.
• Automated negative keyword rules – Leveraging Amazon’s rule‑based automation to automatically add low‑conversion search terms to the negative list reduces manual effort and keeps the account clean, a technique Zigler demonstrated with a rule that flags any term with a click‑through rate below 0.5 % and zero sales after three days.