Lesson 39 of 42

Quick Reference Cards

📋 Quick Reference Cards

Download these cheat sheets for quick reference while managing your PPC campaigns. Print them out or keep them handy on your device!

Section 1: PPC Fundamentals

🎯 Key Metrics

ACoS: Ad Spend ÷ Ad Sales × 100
CTR: Clicks ÷ Impressions × 100
CR: Orders ÷ Clicks × 100
CPC: Ad Spend ÷ Clicks

💰 Profitability Formula

Break-even ACoS: Profit Margin %
Target ACoS: 70-80% of Break-even
New Products: Start at 80% ACoS
Industry CTR: 0.3-0.5% average

🚀 Getting Started

Calculate your break-even ACoS
Set Target ACoS at 70-80% of break-even
Start with automatic campaigns
Collect data for 2 weeks minimum
Analyze and optimize weekly

⚠️ Common Mistakes

Setting unrealistic low ACoS targets
Making changes too quickly (wait 3-7 days)
Not tracking organic sales impact
Ignoring search term reports

Section 2: Amazon Ad Types

🎯 Sponsored Products

Best for: Direct sales & keyword discovery
Auto: Keyword discovery, broad reach
Manual: Precise targeting, control
Bid Range: $0.25 - $3.00 typical

🏷️ Sponsored Brands

Best for: Brand awareness, multiple products
Requirements: Brand Registry needed
Placement: Top of search results
Format: Logo + headline + 3 products

📺 Sponsored Display

Best for: Retargeting, competitor targeting
Audience: Views, purchases, similar products
Placement: On/off Amazon sites
Strategy: Lower funnel conversions

🎬 Sponsored Video

Best for: Product demos, engagement
Length: 15-30 seconds optimal
Placement: Search results, product pages
Budget: Higher CPM, quality creative needed

Section 3: Campaign Setup

📈 Main Campaign Structure

Name: [Product] - SP - Manual - Main
Target: High-converting exact keywords
Budget: 70% of total budget
Bid Strategy: Down only

🎯 Campaign Settings

Daily Budget: Start with $25-50/day
Targeting: Manual keyword targeting
Bid Strategy: Down only (recommended)
Portfolio: Organize by product line

🔧 Optimization Schedule

Week 1: Let campaigns run, collect data
Week 2: Add negative keywords
Week 3: Adjust bids based on performance
Week 4: Scale winners, pause losers

📊 Success Metrics

Week 1: Focus on impressions & clicks
Week 2-4: Track ACoS vs target
Month 2+: Monitor organic rank improvement

Section 4: Keyword Research

🔍 Match Types

Exact: [keyword] - Most control, highest CR
Phrase: "keyword" - Good control, broader reach
Broad: keyword - Widest reach, discovery
Start with: Exact match for proven keywords

🎯 Keyword Research Sources

Amazon Search Bar: Auto-complete suggestions
Competitor Analysis: Similar product keywords
Search Term Reports: Customer search queries
Brand Analytics: Top search terms (if eligible)

💡 Keyword Strategy

Start: 10-15 high-relevance keywords
Exact Match: Your main product keywords
Phrase Match: Broader relevant terms
Long-tail: 3+ word specific phrases

❌ Keywords to Avoid

Generic single words (too broad)
Competitor brand names
Irrelevant category terms
Search volume under 1,000/month

Section 5: Bidding Strategy

💰 Bid Calculation Formula

Max CPC = Profit per Sale × Target ACoS% × CVR%
Example: $10 profit × 30% ACoS × 15% CVR = $0.45
Safety Buffer: Start 20% lower than max
Test Range: ±25% of calculated bid

📊 Bid Optimization Rules

High ACoS: Reduce bid by 15-25%
Low ACoS + Low Impressions: Increase bid by 25%
Good Performance: Small 10% increases
No Data: Wait 7 days minimum

🎯 Bid Strategies

Down Only: Best for proven keywords
Up & Down: Good for discovery campaigns
Fixed Bids: Maximum control (manual only)
Recommended: Down only for most campaigns

📈 Scaling Bids

Start conservative (20% below max CPC)
Increase 25% if low impressions + good ACoS
Decrease 20% if ACoS too high
Pause if no conversions after 50+ clicks

Section 6: Search Term Analysis

📊 Key Metrics to Track

Impressions: 1,000+ for reliable data
CTR: 0.3%+ is good performance
CVR: 10-15% is industry average
ACoS: Compare to your target

✅ Search Terms to Target

High CTR: Above 0.5% click-through rate
Good ACoS: At or below your target
Relevant: Matches your product exactly
Volume: Consistent weekly impressions

❌ Negative Keyword Criteria

High ACoS: 3x target with no sales
Irrelevant: Doesn't match your product
Low CTR: Under 0.2% consistently
Brand Terms: Competitor brand names

🔄 Analysis Frequency

Weekly: Review top spending search terms
Bi-weekly: Add negative keywords
Monthly: Harvest new exact match keywords
Data Threshold: 20+ clicks before decisions

Section 7: Advanced Optimization

📅 Weekly Optimization Schedule

Monday: Data collection & analysis
Tuesday: Implement negative keywords
Wednesday: Strategic bid adjustments
Thursday: Monitor & scale winners

🎯 Scaling Framework

Tier 1 Winners: 30% of scaling focus
Tier 2 Performers: 70% of scaling focus
Upload Frequency: Every 3-7 days
Conservative Approach: Proven 30+ day keywords

📈 Performance Benchmarks

ACoS Improvement: 10-20% within 60 days
CTR Target: 0.3-0.5% industry average
CVR Target: 10-15% for good products
Optimization ROI: Track value per hour

🚀 Action Checklist

Download & analyze performance data
Add high-priority negative keywords
Adjust bids on top-performing terms
Scale winning campaigns with budget increases
Update Target ACoS if margins change

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