Amazon PPC Course

Lesson 1 • How Amazon PPC Works

Covers the pay-per-click auction model, ad relevance scoring, and cost-per-click mechanics. Establishes the conceptual base for every subsequent optimisation decision.

Lesson 2 • Sponsored Brands and Display Ads

Introduces Sponsored Brands and Sponsored Display formats, their unique placements, and creative requirements. Expands advertiser reach beyond search results.

Lesson 3 • Amazon Advertising Account Structure

Maps the hierarchy from account to campaign to ad group to keyword. Understanding this structure prevents misconfigurations that waste budget.

Lesson 4 • Sponsored Products Ad Type

Explains Sponsored Products placement, eligibility, and targeting options. This is the highest-volume ad type and the starting point for most advertisers.

Lesson 1 • Keyword Prioritisation and Tiering

Introduces a tiering framework to rank keywords by commercial intent, search volume, and competition. Prioritisation guides budget allocation across campaigns.

Lesson 2 • Match Types Explained

Defines broad, phrase, and exact match types with real targeting examples. Correct match type selection controls traffic quality and spend efficiency.

Lesson 3 • Tools for Keyword Discovery

Surveys native Amazon tools and third-party research platforms for keyword data. Tool proficiency accelerates research and surfaces opportunities manual methods miss.

Lesson 4 • Keyword Research Methodology

Teaches systematic keyword discovery using search term data, competitor ASINs, and category trends. Strong research directly determines campaign relevance and conversion potential.

Lesson 1 • Image and Video Optimisation

Covers main image CTR impact, lifestyle image conversion influence, and video content best practices. Visual assets are the primary driver of click-through rate from ad placements.

Lesson 2 • Why Listings Affect PPC Results

Explains the direct link between listing quality, conversion rate, and effective ACoS. A high-converting listing multiplies the value of every advertising dollar spent.

Lesson 3 • Pricing and Reviews Impact on CVR

Analyses how price positioning and review count affect conversion rate from paid traffic. Sending ad traffic to a poorly priced or unreviewed listing wastes budget.

Lesson 4 • A+ Content and Brand Store Optimisation

Designs A+ content modules and Brand Stores to increase conversion and support Sponsored Brands campaigns. Enhanced content reduces buyer hesitation and increases basket size.

Lesson 1 • Campaign Architecture Frameworks

Presents single-keyword ad groups, product-segmented campaigns, and funnel-based structures. Architecture choices determine how cleanly data can be read and acted upon.

Lesson 2 • Auto Campaign Setup and Harvesting

Configures auto campaigns as discovery engines that feed keyword and ASIN data to manual campaigns. Auto campaigns are the lowest-effort, highest-discovery tool available.

Lesson 3 • Budget Allocation Across Campaigns

Teaches proportional budget distribution based on funnel stage, product margin, and campaign maturity. Misallocated budgets are a leading cause of poor account performance.

Lesson 4 • Manual Campaign Build Process

Step-by-step construction of manual Sponsored Products campaigns with correct settings. Proper setup prevents common errors like mismatched targets and incorrect bid types.

Lesson 1 • Placement Bid Optimisation

Analyses top-of-search, rest-of-search, and product page placement performance to allocate bid multipliers. Placement data reveals where conversions actually occur.

Lesson 2 • Amazon Automated Bidding Rules

Configures rule-based automated bid adjustments within the advertising console. Automation reduces manual workload whilst maintaining performance guardrails.

Lesson 3 • Setting Initial Bids Correctly

Provides formulas for calculating launch bids from conversion rate, price, and target ACoS. Starting bids that are too low or high delay the learning phase unnecessarily.

Lesson 4 • Manual Bid Adjustment Process

Covers a repeatable weekly bid review workflow using ACoS, click volume, and conversion data. Systematic adjustments compound into significant efficiency gains over time.

Lesson 1 • Total ACoS and Halo Effect

Introduces TACoS as the ratio of ad spend to total revenue, capturing organic sales influenced by ads. TACoS reveals true advertising efficiency beyond direct attributed sales.

Lesson 2 • Core PPC Metrics Defined

Defines impressions, clicks, CTR, conversions, CVR, spend, sales, ACoS, and ROAS with calculation formulas. Metric literacy is the prerequisite for every optimisation action.

Lesson 3 • Diagnosing Performance Problems

Provides a diagnostic framework linking poor metrics to specific root causes such as low CTR, high CPC, or low CVR. Structured diagnosis prevents random optimisation guessing.

Lesson 4 • Setting Target ACoS by Product

Calculates break-even ACoS from margin data and sets target ACoS below break-even. Product-level targets prevent applying a single benchmark to products with different margins.

Lesson 1 • ASIN and Product Target Harvesting

Identifies competitor and complementary ASINs appearing in search term data for product targeting campaigns. ASIN harvesting extends reach beyond keyword-based traffic.

Lesson 2 • Harvest Cycle Cadence and Workflow

Establishes a repeatable weekly or biweekly harvest workflow with defined steps and time estimates. Consistent cadence prevents data backlog and keeps campaigns optimised.

Lesson 3 • Downloading and Reading Search Term Reports

Walks through report download, column definitions, and data filtering in spreadsheet tools. Raw report data is the primary source of truth for targeting decisions.

Lesson 4 • Identifying Winning Search Terms

Defines criteria for promoting search terms to exact or phrase match manual campaigns. Systematic promotion captures high-converting traffic at controlled bids.

Lesson 1 • Competitor and Defensive Strategies

Designs offensive campaigns targeting competitor branded terms and defensive campaigns protecting own brand. Strategic positioning captures market share and prevents traffic leakage.

Lesson 2 • Multi-Product Portfolio Management

Manages budget, priority, and strategy across a catalogue of products at different lifecycle stages. Portfolio thinking prevents over-investing in declining products and under-investing in winners.

Lesson 3 • Reporting and Client Communication

Structures monthly performance reviews, insight summaries, and strategic recommendations for stakeholders. Clear communication builds trust and justifies continued advertising investment.

Lesson 4 • Scaling Profitable Campaigns

Defines scaling triggers based on ACoS stability, impression share, and budget utilisation. Premature scaling wastes budget; disciplined scaling compounds profitable growth.