Amazon PPC Glossary

The percentage of attributed sales spent on advertising. Calculated as Ad Spend ÷ Ad Sales × 100. Lower ACoS generally indicates more efficient advertising.

Amazon Standard Identification Number - unique identifier for products on Amazon. Used in product targeting campaigns.

The time period after an ad click during which a conversion is attributed to that ad. Default is typically 7 days for clicks.

Amazon campaign type that automatically targets keywords and products related to your listing. Ideal for keyword discovery.

The maximum amount you're willing to pay for a click on a specific keyword. Actual cost may be lower based on competition and Quality Score.

Running PPC campaigns on your own brand keywords to prevent competitors from showing ads above your organic listings.

The maximum ACoS you can afford while maintaining zero profit. Equals your profit margin percentage. Any ACoS above this loses money.

A keyword match type that shows ads for searches related to your keyword, including synonyms and related terms. Provides maximum reach.

Amazon's ranking system showing how well a product sells in its category. Lower numbers indicate better sales performance.

The section on a product page where customers can add an item to cart. Winning the Buy Box is crucial for sales.

The organization of campaigns, ad groups, and keywords to maximize performance and control. Good structure improves management efficiency.

The average amount paid for each click on your ads. Calculated as Ad Spend ÷ Total Clicks. Lower CPC with good performance is ideal.

The percentage of people who click your ad after seeing it. Calculated as Clicks ÷ Impressions × 100. Higher CTR indicates more relevant ads.

The percentage of clicks that result in a sale. Calculated as Orders ÷ Clicks × 100. Higher CVR indicates better product-market fit.

Adjusting bids or budgets based on time of day or day of week when ads perform better. Helps optimize for peak conversion times.

A dynamic bidding strategy that only lowers bids when a click is less likely to convert. Provides more control than 'Up and Down'.

Amazon's automated bid adjustment feature that raises or lowers bids in real-time based on likelihood of conversion.

A keyword match type that shows ads only when customers search for the exact keyword or close variants. Provides maximum control and relevance.

The percentage of eligible impressions your ads received. Low impression share may indicate low bids or budget constraints.

The number of times your ad was displayed to customers. High impressions with low clicks may indicate poor ad relevance.

The process of identifying high-performing search terms from auto campaigns and adding them as exact match keywords in manual campaigns.

The product detail page where customers arrive after clicking your ad. Page quality directly affects conversion rates.

Specific, longer keyword phrases that are more targeted and typically have lower competition but higher conversion rates.

Campaign type where you manually select keywords or products to target. Provides maximum control over targeting and bids.

Keywords that prevent your ads from showing for irrelevant searches. Essential for controlling ad spend and improving relevance.

A keyword match type that shows ads when the exact phrase appears in the search, with additional words before or after allowed.

Setting different bid adjustments for different ad placements (top of search, product pages, etc.) to optimize performance by location.

Targeting method that shows ads on specific product detail pages or categories rather than keywords. Useful for complementary products.

Amazon's measure of ad relevance based on keyword relevance, ad relevance, and landing page experience. Higher scores can lower costs.

A measure of how closely a keyword relates to your product (0.0-1.0). Higher scores indicate better keyword-product alignment for PPC campaigns.

Revenue generated for every dollar spent on advertising. Calculated as Ad Sales ÷ Ad Spend. Higher ROAS indicates better performance.

Amazon report showing the actual search terms that triggered your ads. Critical for finding negative keywords and new targeting opportunities.

The number of searches for a particular keyword over a specific time period. Higher volume keywords have more traffic potential.

Amazon ads featuring your brand logo, custom headline, and multiple products. Appears at top of search results. Requires Brand Registry.

Amazon's display advertising that targets audiences based on shopping behavior, both on and off Amazon. Good for retargeting.

Amazon's primary PPC ad format that promotes individual products in search results and product detail pages. Best for direct sales.

Your desired ACoS that allows for healthy profit margins. Typically 70-80% of your break-even ACoS to maintain profitability.

A dynamic bidding strategy that adjusts bids up or down based on likelihood of conversion. Can increase costs but may improve performance.