Amazon PPC Strategy: A Client-Scoped Weekly Review

Amazon advertising decisions should be tied to the seller's goals, costs, inventory, and Amazon-provided campaign reports. There is no universal ACoS target, campaign count, bid formula, or stabilization period. This guide describes a review process for Sponsored Products, Sponsored Brands, and Sponsored Display; it does not promise a particular result.

Start with the commercial constraint

Before adjusting campaigns, document the seller's product costs and the assumptions used to calculate break-even ACoS. TACoS shows advertising spend relative to total sales, but it does not replace margin analysis and it is not a guarantee of organic growth.

Weekly operating review

1. Search terms. Review Amazon search-term data for relevance, spend, orders, and attributed sales. Flag possible negatives and new targets with a written reason.
2. Placements. Compare placement performance in the seller's account and document proposed bid modifiers rather than assuming one placement is always superior.
3. Bids and budgets. Check whether the proposed change fits the approved budget, inventory position, and break-even economics.
4. Campaign structure. Separate campaign purposes where doing so makes measurement and control clearer. Structure depends on the account; there is no required campaign count.
5. Client approval. Present the recommendation and rationale. BFarm applies changes only after the client agrees.

Bulk operations and negative keywords

Bulk operations can make approved weekly changes more consistent, but they do not replace review. Negative keywords should be based on the seller's own Amazon report, product relevance, and sufficient evidence for the account. Keep a change record so an operator can evaluate or reverse the decision.

Measurement

Use Amazon's stated attribution fields and reporting period for the specific campaign type. Record the before period, after period, spend, exclusions, formula, and material account changes. Avoid presenting a short-term movement as a repeatable expected outcome. Amazon reporting and advertising features change, so current Amazon documentation and the seller's live console remain authoritative.

Data boundaries

Keep each seller's reports separate and record the source and period used for a recommendation. BFarm's Privacy Policy describes its data sources and external providers. BFarm does not request the seller's password or client-owned API credentials.

For service scope and pricing, see Advertising Optimization. For the relationship between listing work and advertising, see Amazon SEO vs PPC. An account-specific discussion starts at Contact.