In this guide, I’ll show you the exact PPC structure we use at EcomGlobex when we start managing a new Amazon account.
1. Start with Automatic Campaigns (For Research)
Never start with manual campaigns if you have no data. Run Automatic campaigns first for 7–14 days to collect search term data.
Use three match types:
- Close Match
- Loose Match
- Substitutes & Complements
This phase is only for data collection. Don’t worry too much about ACOS at this stage.
2. Move Winning Keywords to Manual Campaigns
After collecting enough data, take the best converting search terms and move them into Manual campaigns with exact match.
Create three types of manual campaigns:
- Exact Match (highest converting keywords)
- Phrase Match
- Broad Match (for discovery)
3. Structure Your Campaigns Properly
We recommend this simple and clean structure for beginners:
- One campaign for Automatic
- One campaign for Exact Match
- One campaign for Phrase + Broad
- Separate campaign for Product Targeting (ASINs)
Keeping campaigns separated makes it much easier to control budgets and optimize performance.
4. Bidding Strategy for Beginners
Start with Dynamic bids – down only. This is the safest option when you are still learning.
Once you have enough conversion data and profitable keywords, you can test Dynamic bids – up and down.
Always set a daily budget that you can afford to lose while learning. Never start with a very high budget.
5. Negative Keywords Are Your Best Friend
One of the fastest ways to improve ACOS is by adding negative keywords regularly.
Every week, check the Search Term Report and add irrelevant or non-converting terms as:
- Negative Exact
- Negative Phrase
This prevents your ads from showing on searches that waste money.
Final Advice
Amazon PPC is not a “set and forget” system. The sellers who win are the ones who review search term reports every week and continuously optimize.
If you want us to review your current Amazon advertising account and show you where you are leaking money, you can request a free PPC audit here.
