Amazon PPC Management

The single biggest cause of high ACoS on Amazon is bad campaign structure. We rebuild every account around the standard high-performing architecture: separate Auto campaigns for keyword harvesting, Manual Exact campaigns for the proven converters, Manual Broad and Phrase campaigns for controlled discovery, ASIN-targeting campaigns for competitive defence and offence, and Sponsored Display campaigns for retargeting and audience expansion. Each campaign has a single, defined job.

Inside each campaign, ad groups are structured by SKU intent and match type so bids actually do what you want. No more single ad groups with 50 keywords across 4 match types — that structure means Amazon decides which keyword gets your budget. Our structure means you decide.

Auto and Broad campaigns exist for one reason: to discover new converting search terms. We mine the Search Term Report weekly, promote the converters into Manual Exact ad groups at controlled bids, and negative-out the non-converters from the discovery campaigns so they never waste another rupee. Over a quarter, this loop concentrates your spend on the keywords that actually drive revenue and starves the keywords that don't.

Bid changes are made on a defined cadence — weekly for most ad groups, daily for hero SKUs during launches and events. We use rule-based bidding informed by 14-day and 30-day conversion windows, account-level placement multipliers and dayparting for products with strong time-of-day patterns. The result is bids that compound towards efficiency instead of drifting upward.

Sponsored Products is just one of three ad formats and almost always the only one most sellers run. Sponsored Brands — the headline ads at the top of search — defends your brand keywords, captures top-of-funnel traffic and showcases your brand store. Sponsored Brand Video, where available, often has the lowest ACoS of any format because video drives both attention and trust.

Sponsored Display, the most underused format, lets you retarget shoppers who viewed your product but did not buy, target competitor ASINs on their own listings, and expand audiences off-Amazon. For brands at scale, Sponsored Display delivers a meaningful percentage of new-to-brand purchases at a CPA below display advertising elsewhere. We run all three formats together as a coordinated funnel.

ACoS is a vanity metric on its own — a 30% ACoS on a 50%-margin product is great, a 15% ACoS on a 10%-margin product is bankruptcy. We report TACoS (total ad spend as a percentage of total sales), blended ROAS, contribution margin per SKU and new-to-brand percentage, not just ACoS. You see whether your ads are profitably growing the business, not just whether they have a low cost-per-click.

Live dashboards expose campaign-level performance, ad-group-level performance, search-term-level performance and SKU-level profitability. Weekly reviews go through what changed, what worked, what is being tested next. Monthly business reviews tie ad performance to revenue, margin and inventory. You always know exactly where the spend is going and why.

Amazon Ads is the fastest-changing surface on Amazon. New targeting types, new placements, new reporting fields appear every quarter. A part-time, generalist agency cannot keep up with that pace. Our PPC team works on Amazon every day, has access to the latest beta features as they roll out to Indian sellers, and tests new mechanics on internal SKUs before deploying them on client accounts.

We also align PPC strategy with listing optimization, account health and inventory planning — because PPC by itself cannot fix a low-converting listing, a suspended ASIN or a stock-out. The team running your ads coordinates with the team running your listings and the team running your seller-central account, so the levers move together. That coordination is what separates real growth from one-off lifts that never compound.