Overview

In early 2024 the Serious Sellers Podcast released episode #424, featuring Amazon advertising specialist Destaney Wishon. The conversation walks sellers through a practical, step‑by‑step method for building, refining, and measuring Sponsored Products campaigns, with the goal of lowering ACoS, increasing product visibility, and scaling profitable spend.

Key Points

• Three‑level campaign hierarchy — Organize ads into brand, product line, and individual SKU layers to keep budgets tidy and reporting transparent.
• Hybrid keyword mix — Combine high‑search‑volume broad terms with precise exact‑match phrases; a home‑decor seller added five niche keywords and lifted sales by roughly 12 %.
• Placement‑driven bid tweaks — Adjust bids according to where ads appear; boosting bids for top‑of‑search spots can raise those impressions by as much as 30 % without raising total spend.
• Negative keyword pruning — Routinely exclude irrelevant queries such as “free” or “DIY,” which previously ate up about 18 % of a seller’s ad budget.
• Review cadence — Pair a brief weekly health check with a comprehensive monthly audit to keep campaigns aligned with inventory levels and seasonal trends.
• Automation via Adtomic — Deploy Helium 10’s rule‑based bidding to automate routine changes, saving a multi‑SKU seller an estimated 10 hours of manual work each month.

How Amazon PPC Works (Step‑by‑Step)

1. Create the campaign — Select Sponsored Products, assign a daily budget, and launch. For instance, a newcomer selling fitness trackers started with a $20‑per‑day budget to gauge market response.
2. Structure ad groups — Cluster related SKUs together so they share performance data. An organic‑tea vendor placed all green‑tea variants in a single ad group, allowing keyword insights to benefit every flavor.
3. Target keywords — Begin with Amazon’s automatic targeting, then after 48 hours import the top‑performing terms into a manual list. A kitchen‑gadget seller used this approach to quickly identify high‑converting phrases.