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Free Amazon PPC Course

42 lessons covering campaign types, keyword research, bidding, optimization and advanced strategy. Every lesson is readable in full — no account required.

Start with lesson 1

  1. Section 1: Getting Started with Amazon PPC

    4 lessons

    1. What is Amazon PPC?

      Amazon PPC explained in plain English: how sponsored ads work, what you pay for, and what a new seller actually needs to know before launching.

    2. How Amazon's PPC Auction Works

      Amazon runs a second-price auction, so you rarely pay your full bid. Here is how the auction picks winners and what actually decides your cost per click.

    3. Tool Tutorial: Applying PPC Fundamentals with the PPC Analyzer

      Walk through the PPC Analyzer and turn the fundamentals from Section 1 into a first read of your own advertising data.

    4. Section 1 Quiz: Test Your Knowledge

      Check what you retained from Section 1 before moving on to the three Amazon ad types.

  2. Section 2: Types of Amazon PPC Ads

    5 lessons

    1. Sponsored Products

      Sponsored Products are where most Amazon sellers should start. How the format works, what it costs, and the campaign structures that perform.

    2. Sponsored Brands

      Sponsored Brands need Brand Registry and a different strategy from Sponsored Products. Formats, requirements, and when they are worth the spend.

    3. Sponsored Display

      Sponsored Display reaches shoppers on and off Amazon. The targeting options, where the ads appear, and which ones are worth testing first.

    4. Tool Tutorial: Applying Campaign Types with the PPC Analyzer

      Use the PPC Analyzer to compare Sponsored Products, Brands and Display performance side by side and find where budget is misallocated.

    5. Section 2 Quiz: Types of Amazon PPC Ads

      Test your grasp of the three Amazon ad types and the placements each one buys.

  3. Section 3: Setting Up Your First Campaign

    4 lessons

    1. Step-by-Step Campaign Setup

      A complete walkthrough of launching your first Amazon PPC campaign: structure, targeting, budget, bids, and what to do in the first two weeks.

    2. Manual vs. Automatic Targeting

      Auto campaigns discover keywords, manual campaigns exploit them. How to run both together and when to move a keyword from one to the other.

    3. Tool Tutorial: Applying Campaign Setup with the PPC Analyzer

      Check a freshly built campaign against the PPC Analyzer before it starts spending.

    4. Section 3 Quiz: Setting Up Your First Campaign

      Confirm you can structure and launch a campaign correctly before spending on keywords.

  4. Section 4: Keyword Research & Targeting

    4 lessons

    1. How to Find Profitable Keywords

      Where profitable Amazon keywords actually come from: auto campaign harvesting, search term reports, competitor listings, and how to judge one before you bid.

    2. Understanding Keyword Match Types

      Broad, phrase and exact match decide who sees your ad. What each one does, how they overlap, and the structure that stops them competing with each other.

    3. Tool Tutorial: Applying Keyword Research with the PPC Analyzer

      Run keyword research in the PPC Analyzer and surface the search terms your campaigns already pay for.

    4. Section 4 Quiz: Keyword Research & Targeting

      Test your keyword research and match type knowledge before moving on to bidding.

  5. Section 5: Bidding Strategies & Budget Management

    4 lessons

    1. Bid Calculation Formula

      Stop guessing at bids. The formula that turns your conversion rate, target ACOS and product price into a starting bid you can defend.

    2. Advanced Bidding Techniques

      Placement modifiers, dayparting, dynamic bidding rules and bid laddering: the techniques that separate a managed account from a set-and-forget one.

    3. Tool Tutorial: Applying Bidding Strategies with the PPC Analyzer

      Let the PPC Analyzer recommend bid changes and read the reasoning behind each one.

    4. Section 5 Quiz: Bidding Strategies

      Check your bidding and budget knowledge before moving on to optimization.

  6. Section 6: Optimizing & Scaling Campaigns

    4 lessons

    1. Analyzing Search Term Reports

      Your search term report is where wasted spend hides. How to read it, what to harvest, what to negate, and how often to do it.

    2. Scaling Your Campaigns

      Scaling ad spend usually breaks ACOS. How to add budget, expand keywords and raise bids in a sequence that keeps campaigns profitable.

    3. Tool Tutorial: Applying Optimization Techniques with the PPC Analyzer

      Turn a week of data into a concrete optimization list with the PPC Analyzer.

    4. Section 6 Quiz: Optimizing & Scaling Campaigns

      Test your optimization and scaling knowledge before the certification section.

  7. Section 7: Course Completion & Certification

    5 lessons

    1. Course Recap & Next Steps

      A recap of the whole course and a practical order of operations for your first month of managing PPC.

    2. Additional Resources

      Further reading, tools and references for continuing beyond the course.

    3. Certification Quiz & Completion

      What the certification covers, how it is scored and how to prepare for the final exam.

    4. Tool Tutorial: Mastering the Complete PPC Analyzer Workflow

      The full PPC Analyzer workflow from upload to applied recommendations, start to finish.

    5. Amazon PPC Mastery Certification Exam

      The 40-question final exam covering every section of the Amazon PPC Mastery course.

  8. Section 8: PPC Strategies

    7 lessons

    1. Product Launch Strategy

      A launch runs on different rules from a mature product. Budget, bids, target ACOS and the honest timeline for getting a new ASIN ranking.

    2. Lower ACoS Strategy (Profitability Focus)

      Cutting bids lowers ACOS and usually lowers sales with it. The order of operations that reduces wasted spend first and protects your volume.

    3. Growth & Market Share Strategy

      When taking share is worth a higher ACOS, how to target competitor listings, and how to tell whether the spend is actually buying you position.

    4. Maintenance & Defense Strategy

      Competitors are advertising on your listings. How to defend your own detail pages and branded terms without paying for traffic you already own.

    5. Seasonal & Event Strategy

      What to change before, during and after Prime Day and Q4: budgets, bids, and the pre-event ramp most sellers start far too late.

    6. Tool Tutorial: Implementing Strategies with the PPC Analyzer

      Pick a strategy and implement it in the PPC Analyzer against your live campaign data.

    7. PPC Strategies Quiz

      Test your grasp of the five PPC strategies and when each one applies.

  9. Section 9: Additional Resources

    5 lessons

    1. ROI Calculator

      Work out your break-even ACOS, target ACOS and what a keyword can afford to cost, from your product price, fees and margin.

    2. Quick Reference Cards

      Every Amazon PPC formula and threshold on one page: ACOS, TACoS, break-even, bid calculations and match type behavior.

    3. Campaign Audit Checklist

      A practical audit checklist for an Amazon advertising account: structure, wasted spend, bids, negatives and the reports that reveal each problem.

    4. PPC Glossary

      ACOS, TACoS, impression share, placement modifiers and every other Amazon advertising term, defined in plain English with worked examples.

    5. Export Complete Course

      Export the full Amazon PPC Mastery course for offline reading.

PPC Monday

One Amazon PPC email, every Monday

What changed in Amazon advertising last week, what it means for your ACOS, and the new guides as they go up. Short, practical, no filler.

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Put this into practice on your own campaigns

PPC Tools reads your Amazon advertising data and gives you bid, negative keyword, scaling and pause recommendations with the reason behind each one.

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