Architecture
Campaign Hierarchy Build
Auto campaigns for discovery, broad for expansion, phrase for intent, exact for proven converters. Every campaign has a defined role and a budget ceiling. No single campaign runs unsupervised.
Amazon Advertising Management
Amazon PPC That Builds Organic Rank — Not Ad Dependency.
Most brands run Amazon ads to generate revenue. The best brands use ads to build organic rank — then let the rank do the work. Amazon Advertising is one of the five core levers our fractional Amazon team operates: campaign architecture, search term mining, bid strategy, placement modifiers, and TACoS optimization. Senior operators only. TACoS, not ACOS, is the metric that matters. Here's the full system.
3.54%
Average TACoS for Athlean-X over 11 months
87%
Of Athlean-X units sold organically — not through ads
1.87%
TACoS in Q4 2025 — their highest volume period
Weekly
Search term report mining — every account, every week
How This Fits
Amazon Advertising (PPC) is part of the core fractional Amazon team we run for every client.
Amazon PPC works best when the listing, SEO, and inventory layers are also handled correctly. Running ads in isolation is the most common reason TACoS climbs while revenue stays flat. Most clients engage the full team rather than isolating one lever — but the underlying capability is the same either way: senior operators, capped roster, no template playbooks.
What's Included
The Full PPC System. Not Just Campaign Setup.
Amazon PPC isn't a set-it-and-forget-it channel. It's a weekly discipline that requires a specific process — and most brands skip half of it.
Mining
Weekly Search Term Report Review
The most important document in your account, reviewed every week. High-converting terms harvested into exact match. Zero-order spend above threshold added as negatives. No exceptions.
Bids
Bid Strategy & Dayparting
Dynamic bid adjustments based on conversion data. Dayparting for accounts with clear peak windows. Bids reviewed bi-weekly — not left to Amazon's auto-adjust to run unchecked.
Placement
Placement Modifier Optimization
Top of search, product pages, and rest of search each convert differently. We analyse placement data and adjust modifiers per campaign to push spend toward the highest-converting placements.
Metrics
TACoS Tracking — Not Just ACOS
ACOS only tells you what your ads cost relative to ad-attributed revenue. TACoS tells you what your ads cost relative to your whole business. We track both — and build toward a declining TACoS as organic rank compounds.
Sponsored
Sponsored Brands & Display
Sponsored Brands for branded search capture and new-to-brand growth. Sponsored Display for retargeting and competitive conquest. Each format used where the data supports it — not by default.
Client Results
What a Properly Built PPC System Looks Like.
Athlean-X came to us with a broken ad structure. Here's what 11 months of building the right system produced.
Athlean-X — 11-Month PPC Rebuild
From Leaky Ad Structure to 3.54% TACoS
3.54%
Average TACoS over 11 months
1.87%
TACoS in Q4 2025
87%
Sales organic
+176%
Revenue Q2 → Q3
The problem: Auto campaigns consuming the majority of budget with no search term discipline. No campaign hierarchy. No negative keywords. Bids unchanged for months. ACOS looked acceptable — but TACoS told a different story.
The fix: Built a four-layer campaign structure from scratch. Mined the search term report weekly. Harvested top converters into exact match. Added 200+ negatives in the first 30 days. Adjusted placement modifiers bi-weekly. Over 11 months, organic rank compounded — and 87% of all units sold without touching an ad.
The fix: Built a four-layer campaign structure from scratch. Mined the search term report weekly. Harvested top converters into exact match. Added 200+ negatives in the first 30 days. Adjusted placement modifiers bi-weekly. Over 11 months, organic rank compounded — and 87% of all units sold without touching an ad.
Common Questions
Amazon PPC — What People Ask.
What is Amazon PPC management?
Amazon PPC management is the ongoing strategy, setup, and optimization of your Amazon advertising campaigns — Sponsored Products, Sponsored Brands, and Sponsored Display. A good PPC manager builds campaign hierarchy, mines search term reports weekly, manages negative keywords, adjusts bids and placement modifiers, and tracks TACoS (not just ACOS) to measure true ad efficiency.
What is the difference between ACOS and TACoS?
ACOS (Advertising Cost of Sale) measures your ad spend against ad-attributed revenue only. TACoS (Total Advertising Cost of Sale) measures ad spend against your total Amazon revenue — including organic sales. TACoS is the more meaningful metric because a well-run ad strategy should drive organic rank growth, which means your TACoS should decrease over time even if your ACOS stays flat.
How do you structure Amazon PPC campaigns?
We build a four-layer campaign hierarchy: auto campaigns for discovery (capped at 15–20% of budget), broad match for keyword expansion, phrase match for intent capture, and exact match for proven converters. Terms that convert in auto and broad get harvested into exact match. Terms that don't convert get added as negatives. This structure systematically reduces wasted spend while building organic rank for your highest-converting keywords.
What TACoS should I be targeting?
A healthy TACoS depends on your category, margin, and growth stage. As a benchmark: brands with strong organic presence typically operate at 5–8% TACoS. Athlean-X achieved a 3.54% average TACoS over 11 months — 1.87% in Q4. The goal isn't a specific number — it's a TACoS that's decreasing over time as organic rank compounds.
How often should Amazon PPC campaigns be optimized?
Search term reports should be reviewed and actioned weekly — this is where most wasted spend lives. Bid adjustments and placement modifiers bi-weekly. Full campaign structure audits — checking for cannibalization, keyword overlap, and budget allocation — monthly. Most accounts are under-reviewed. That's the primary source of ongoing waste.
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