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Skillsamazon-ppc-campaign

amazon-ppc-campaign

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Updated 10-16 06:23

About this skill

Amazon PPC Campaign Optimization 📢

Build a profitable PPC campaign structure from scratch, or audit and optimize existing campaigns with data-driven bid adjustments. No API key required — ready to use out of the box.

Two Modes

Mode Use Case Input Output
A — Build Launch PPC for a new product Product information + keywords + profit margin Complete campaign blueprint + keyword grouping + initial bids
B — Optimize Improve existing campaigns Campaign data + search term report + current ACoS Optimization plan + bid adjustments + negative keyword list

Features

  • ACoS Financial Framework: Calculate break-even ACoS, target ACoS, and maximum CPC from product profit margin — this is the foundation of every bidding decision
  • Campaign Architecture Design: Build a structured Auto → Broad → Exact funnel with proper negative keyword isolation between campaigns
  • Keyword Grouping: Organize keywords into campaign groups, assigning match types and initial bids based on confidence levels
  • Bid Optimization: Apply ACoS-based bid adjustment rules (percentage cuts/increases based on ACoS ranges)
  • Keyword Funnel Analysis: Identify migration opportunities (Auto → Broad → Exact) and wasted spend (high-click zero-sale terms)
  • Negative Keyword Management: Generate seed lists (cross-campaign, irrelevant terms, generic waste modifiers) and continuously add from search term data
  • Search Term Report Analysis: Parse user-provided campaign data to discover profitable terms, wasted terms, and optimization gaps
  • Competitor ASIN Targeting: Build product targeting campaigns aimed at competitor product pages
  • Integration Chain: Works with amazon-keyword-research for keyword input, and with amazon-listing-optimization for pre-launch listing quality checks

Usage Examples

Mode A — Build a New Campaign

我正在亚马逊美国推出便携式榨汁杯。价格：$39.99。产品成本：$8，运费：$3，亚马逊费用：$7.50。这是我的关键词：portable blender, personal blender, smoothie maker。帮我构建PPC广告系列结构。

使用 amazon-keyword-research 为"bamboo cutting board"找关键词，然后构建PPC广告系列结构。产品成本$6，售价$29.99。全新产品上架。

我想为我的狗T恤做广告（ASIN B0D72TSM62，价格$5.99，成本$2）。看看竞品 B0CMD17929 和 B0B76519ZG，提取他们的关键词，然后帮我构建PPC广告系列。

Mode B — Optimize an Existing Campaign

我的PPC ACoS是58%，目标ACoS是30%。我有3个广告系列：自动（$800/月，ACoS 67%）、手动广泛（$1,100，ACoS 48%）、手动精确（$500，ACoS 33%）。产品利润率是54%。帮我优化。

这是我的搜索词报告 [粘贴CSV数据]。盈亏平衡ACoS是40%。找出浪费的支出，告诉我哪些要加负、哪些要迁移。

每周PPC检查：这是本周的搜索词及点击和销售 [数据]。为10+点击无销售的添加负词，为2+订单的迁移到精确。

Short prompts also work

帮我为我的产品B0D72TSM62设置PPC

我的ACoS太高了，帮我解决

我想开始在亚马逊上做广告

How This Skill Collects Information

Users rarely provide all information upfront — and they don't need to. This skill follows aprogressive information collectionapproach:

Step 1: Extract from the prompt. Parse anything the user has already provided — ASIN, price, ACoS numbers, campaign names, keywords, etc.

Step 2: Auto-discover. If an ASIN is given, run the bundled scripts/fetch-competitor.sh <ASIN> to get price, category, BSR, and competitor context. This script handles Amazon's anti-scraping protection. If the user mentions a product type but has no ASIN, use web_search Understand the market.

Step 3: Identify the gaps. Compare what you have against what is needed (see the required information tables in Mode A Step 1 and Mode B Step 1 below). Focus on what iscritical:

  • Mode A critical:Product cost(calculate ACoS) + Monthly ad budget(determine campaign size) + Keywords or competitor ASINs(build campaigns)
  • Mode B critical:Current ACoS + Profit margin(understand the gap and set goals)

Step 4: One consolidated follow-up. Ask only for the missing critical items — in a single conversation message, not a questionnaire:

模式A示例：
"我找到了您的产品 — Paiaite Dog T-Shirt，亚马逊上$5.99。为了构建您的广告系列，我需要三样东西：
  1. 您的单位产品成本（以便计算盈亏平衡ACoS）
  2. 您的每月广告预算（以便正确确定广告系列规模）
  3. 任何目标关键词或竞品ASIN？（或者我可以为您研究）"

模式B示例：
"好的 — ACoS太高了。为了给您具体操作，您可以分享：
  1. 您的利润率（或产品成本，我会计算）
  2. 您正在运行哪些广告系列及其大致ACoS？
搜索词报告数据是加分项但非必需开始。"

Step 5: Use estimates when blocked. If the user cannot provide something (for example, they do not know the exact cost), use a reasonable category estimate and clearly note the assumption. Never block progress waiting for perfect data.

Key concepts

Three formulas drive every recommendation in this skill. They are introduced here and applied in Mode A Step 2 (Build) and Mode B Step 2 (Optimize).

Break-even ACoS = profit margin before ad spend. If your product sells for $40 and costs $15 after Amazon fees, your profit margin is $25/$40 = 62.5%. At 62.5% ACoS, you are spending all your profit on ads — break-even.

Target ACoS = break-even ACoS − desired profit margin. Want 25% profit after ads? Target ACoS = 62.5% − 25% = 37.5%.

Keyword funnel = the core PPC optimization loop, applied in Step 1 A4/A6 (Build) and Step 1 B3 (Optimize):

自动广告系列（发现新词）
    ↓ 2+订单的词
手动广泛（以更广泛匹配测试）
    ↓ 2+销售的词
手动精确（精确扩展赢家）

每步：将迁移的词作为负词添加到源广告系列以防止重复支出。

Mode A workflow — Build campaign structure

Step 1 A1: Gather product information

The following details are needed. Many can be extracted automatically (see "How this skill gathers information" above) — ask only for what is truly missing.

Detail How to obtain Critical?
ASIN From the user prompt Helpful
Product name and category Get from ASIN or ask Helpful
Selling price Get from ASIN or ask ✅ Yes
Product cost (landed cost) Must ask the user ✅ Yes
Monthly ad budget Must ask the user ✅ Yes
Amazon fees (referral fee + FBA) Estimate by size at about 15% referral fee + FBA Can estimate
New listing vs mature product Ask or infer from context Helpful

Step 1 A2: Calculate ACoS targets

Using the formulas in Key concepts, calculate the financial framework that governs all bidding decisions:

📊 PPC 财务框架

售价：                   $39.99
总成本：                 $18.50（产品$8 + 运费$3 + 亚马逊费用$7.50）
广告前利润：             $21.49
利润率：                 53.7%

盈亏平衡ACoS：         53.7%（将所有利润用于广告）
目标ACoS（成熟）：      30.0%（保留约24%利润率）
目标ACoS（启动）：      50.0%（激进 — 前4-8周可接受）

目标ACoS下最高CPC：    $1.20（按10%转化率）
公式：最高CPC = 售价 × 目标ACoS × 转化率

If the user does not know the conversion rate, use category benchmarks: 10-15% is average.

Step 1 A3: Gather keywords

Keywords can come from three sources (use one or a combination):

  1. From amazon-keyword-research: First run keyword research, then input the ranked keyword list into this skill.
  2. From competitor ASINs: The user provides 1-3 competitor ASINs → run for each scripts/fetch-competitor.sh <ASIN> → extract keywords from their titles and bullet points. The script returns title, brand, bullet points, price, category, BSR, and review count.
  3. From user list: The user provides their own keywords (e.g., from Helium 10, search term reports, or manual research).

Additionally, use Amazon autocomplete to expand keywords:curl -s "https://completion.amazon.com/api/2017/suggestions?mid=ATVPDKIKX0DER&alias=aps&prefix=<URL-ENCODED-KEYWORD>" | python3 -c "import sys,json; [print(s['value']) for s in json.load(sys.stdin).get('suggestions',[])]"

Step 1A4: Build campaign structure and group keywords

Default: 4 campaigns. This is the standard structure for a new product launch:

Priority Campaign Purpose Required?
1 Auto Discovery Amazon automatically matches your ads to search terms — collects data on what shoppers actually search for ✅ Yes
2 Manual Exact Your top 10-15 proven keywords, exact match — highest control, lowest ACoS ✅ Yes
3 Manual Broad All researched keywords, broad match — discover variations and long-tail terms ✅ Yes
4 Product Targeting Show your ads on competitor product pages — capture their traffic ✅ When competitor ASINs are available

If budget is tight: Start with Priority 1+2 (Auto + Exact). Add Priority 3 after one week of data. Add Priority 4 when competitor ASINs are available.

Organize keywords into these campaign groups:

See thePattern A outputtemplate in the output format section below to understand the exact format for each campaign's keyword grouping.

Step 1A5: Set initial bids

The maximum CPC (from Step 1A2) is your profitability ceiling — not your actual bid. The actual competitive bid depends on category and keyword competition.

How to recommend bids:

  1. Calculate the maximum CPC as a financial guardrail (what you can afford)
  2. For the actual starting bid, tell the user to check Amazon'ssuggested bid range when creating the campaign in Seller Central — this reflects real bid data
  3. If Amazon's suggested bid > maximum CPC, flag the gap and explain: either accept the loss (rank and launch), raise the product price, or skip that keyword

When you don't have suggested bid data, use these category-relative starting points:

Campaign Type Starting Bid Adjustment Timing
Manual Exact Amazon suggested bid or maximum CPC (whichever is lower) After 7 days and 20+ clicks
Manual Broad 70-80% of the exact bid After 7 days
Auto 50-70% of the exact bid After 7 days
Product Targeting 50-70% of the exact bid After 7 days

Important: These are starting points. Real optimization comes after 1-2 weeks of data — adjust based on each keyword's actual ACoS.

Step A6: Build the Negative Keyword Seed List

Before launch, generate the initial negative keyword list. Three types:

  1. Cross-campaign negative keywords: Add all exact campaign keywords as negatives in broad and automatic campaigns (to prevent internal competition — this is keyword funnel isolation in the key concepts).
  2. Irrelevant-word negatives: Words that share vocabulary with your product but have the wrong category/intent. For example "bamboo cutting board":
    • Wrong material: "plastic cutting board", "glass cutting board"
    • Wrong product: "cutting board oil", "cutting board stand"
    • Wrong intent: "how to clean cutting board", "cutting board DIY"
  3. Generic waste negatives: Common low-intent modifiers: "free", "cheap", "used", "DIY", "review", "reddit", "how to"

Step A7: Generate the Campaign Blueprint

Compile everything from Step A1 to Step A6 into the final deliverable. Follow the Schema A Output section of the output format section belowSchema A Outputtemplate.

Schema B Workflow — Optimize an Existing Campaign

Step B1: Collect Campaign Data

The following details are needed. Follow the same progressive collection method — first extract from the user prompt, then ask for the missing critical items in one follow-up (see "How This Skill Collects Information" above).

Detail Critical? Notes
Campaign name and type ✅ Yes Automatic/manual/broad/exact
Overall ACoS ✅ Yes By campaign if possible
Monthly ad spend and ad sales ✅ Yes Used for budget efficiency analysis
Product profit margin ✅ Yes Calculate break-even ACoS
Highest-spend keywords and their ACoS Helpful Enables specific bid adjustments
Search term report (CSV) Bonus Enables keyword funnel analysis
Click-through rate and conversion rate Bonus Deeper performance insights

Step B2: Performance Audit

Using the ACoS formula in the key concepts, analyze from five dimensions: (1) Financial health — break-even vs current ACoS, monthly profit/loss; (2) Campaign efficiency — ACoS by campaign, with 🔴🟡🟢 status; (3) Keyword performance — group keywords by profitable/marginal/unprofitable/zero-sales; (4) Budget allocation — are spend and revenue proportional? Suggest adjustments; (5) Missed opportunities — converting words not in manual, high-spend zero-sales words without negatives, underfunded winners.

Step B3: Keyword Funnel Analysis

Apply the keyword funnel in the key concepts to the user's actual data. Three actions:

  • Migrate up(2+ orders): automatic → exact or broad → exact. Add as a negative in the source campaign.
  • Add Negative Keyword(10+ clicks, 0 sales): Add as negative exact or negative phrase in the source campaign.
  • Watch List(<20 clicks): Insufficient data — flag for the next review cycle.

Step 1B4: Bid Adjustment

Apply ACoS-based bid adjustments to keywords with 20+ clicks (minimum statistical significance requirement):

  • ACoS > 200%: Cut bid by 30-50%
  • ACoS 100-199%: Cut bid by 20%
  • ACoS target +10% to 99%: Cut bid by 10-15%
  • ACoS near target (±10%): No change
  • ACoS below target: Increase bid by 10-20%
  • 10+ clicks, 0 sales: Pause keyword

Output table: Keyword | Current Bid | Current ACoS | New Bid | Reason

Step 1B5: Generate Optimization Action Plan

Compile everything from Step 1B1 to Step 1B4 into a prioritized action plan. Follow theMode B Outputtemplate in the Output Format section below.

Output Format

The primary deliverable is always theactionable campaign plan, which sellers can implement directly in Seller Central.

Mode A Output — New Campaign Blueprint

# ✅ PPC 广告系列蓝图 — 准备实施

## 财务框架
售价：$XX.XX | 广告前利润：$XX.XX | 盈亏平衡ACoS：XX%
目标ACoS（启动）：XX% | 目标ACoS（成熟）：XX%
最高CPC：$X.XX（按XX%转化率）

## 这些广告系列如何协同工作

标准：4个广告系列。如果预算紧张，先启动P1+P2，之后添加其余。

  自动 (P1) → 发现新的搜索词        ↓ 2+订单的词
  广泛 (P3) → 以更广泛匹配测试关键词 ↓ 2+销售的词
  精确 (P2) → 最佳关键词，最低ACoS
  产品定向 (P4) → 在竞品页面做广告

独立广告系列防止内部竞争（避免自我竞价）。

Mode B Output — Optimization Report

# ✅ PPC 优化操作 — 准备实施

## 优先级1：立即执行负关键词（今天做）
在各自广告系列中添加为负精确：
  广告系列"[名称]"："词1"、"词2"、"词3"
  广告系列"[名称]"："词4"、"词5"
预计节省：$XXX/月

## 优先级2：关键词迁移（本周）
迁移到手动精确（并在源中添加为负）：
  "[关键词]" 从自动 → 精确，竞价：$X.XX
  "[关键词]" 从广泛 → 精确，竞价：$X.XX

## 优先级3：竞价调整（本周）
  "[关键词]"：$X.XX → $X.XX（ACoS XX% → 目标XX%）
  "[关键词]"：$X.XX → $X.XX（增加 — 在XX%盈利）
  "[关键词]"：暂停（XX点击，0销售）

## 优先级4：预算重新分配（下周）
  自动：$XX/天 → $XX/天（减少 — 效率低）
  精确：$XX/天 → $XX/天（增加 — 最佳ACoS）

Ongoing Management and Integration

After setup, provide weekly reminders (cron/heartbeat): search term analysis + bid adjustments + monthly full audit. Suggested skill chain: amazon-keyword-research → amazon-listing-optimization → amazon-ppc. Always check listing quality before ad placement. More skills: Amazon-Skills | eCommerce-Skills

Limitations

  • Keyword research and competitor analysis depend on external tools and data sources
  • Actual results are affected by market changes, competitive behavior, and algorithm adjustments
  • Recommendations are based on industry best practices; specific situations may require adjustment
  • Continuous monitoring and optimization by the user are required for best results