Amazon PPC is no longer optional. With organic reach declining, you need a paid strategy that doesn't eat all your margin. This guide covers the "Waterfall" campaign structure.
1. The "Waterfall" Campaign Structure
Stop dumping all your keywords into one campaign. You need to segment by intent.
- Discovery (Auto): Low bid, broad reach to find new terms.
- Broad/Phrase Match: Testing grounds for keywords that show promise.
- Exact Match (Winners): The high-converting terms you want to dominate.
2. Optimization Rhythm
Don't touch your campaigns every day. You need statistical significance.
The 10-Click Rule
If a keyword has 10 clicks and 0 sales, negate it. It's bleeding your budget.
3. Scaling Winners
When you find a keyword with < 20% ACOS, don't just leave it. Increase the bid by 10% every 3 days until the ACOS rises. Find the ceiling.