Advertising Optimization: deliver the PPC last mile

Not dashboards you must interpret. Deliverables: what to target, how to structure, bid ranges, and budget guidance.

SP 8-level campaign structure
A repeatable structure you can build and review as a team.
Budget engine
Daily budget guidance per level, so budgeting is not guesswork.
Bid engine
Bid ranges and placement adjustments per level, so bidding is not guesswork.

The 4 PPC questions sellers actually struggle with

Data exists. Decision clarity does not.

What keywords/ASINs should I target?
Turn history and structure signals into copy-ready targeting lists.
What is campaign structure for?
Align learning, budgets, and goals. Avoid mixed targeting and internal waste.
How should I tier and group?
An 8-level plan that supports scaling while controlling ACoS.
How much should I bid and budget?
Bid ranges + daily budget guidance per level, plus placement adjustments.

SP 8-Level Campaign Structure = structure + lists + bids + budgets

Import 3 core reports, select an ASIN, and generate an executable plan.

L1
Auto
Collect data first, then move winners into manual structure.
L2
Super Keywords
Strong performers. Scale with confidence.
L3
High-Potential Keywords
Growth room. Test and scale winners gradually.
L4
High-Competition Keywords
Higher pressure. Control CPC and waste, stabilize ACoS.
L5
Super ASINs
Most relevant competitors. Defense + conquest.
L6
High-Potential ASINs
Expansion pool. Steady growth testing.
L7
High-Competition ASINs
Costly. Test in small batches and control spend.
L8
Sales Engine Pack
Explore incrementals, then harvest winners into exact/phrase.

Result interpretation (seller language)

Clicks
Traffic entry. Use with CTR/CVR to judge traffic quality and bid pressure.
Orders
Attributed orders. Validate conversion and page-to-traffic fit.
Spend
Budget burn and cost pressure. Judge with ACoS and margin.
Sales
Attributed sales. Indicates scale and scaling headroom.
ACoS
ACoS = spend / attributed sales. Judge it against margin and growth stage.
CTR / CVR
CTR checks relevance/creative. CVR checks listing fit and targeting precision.

How to execute (3 steps)

  1. Import Product Report / Search Term Report / Placement Report (same date range)
  2. Select an ASIN and generate the 8-level plan: lists + bids + budgets + placement guidance
  3. Build by level, iterate weekly: promote winners, negate waste, dedup to prevent cannibalization

Deliverables

  • 8-level SP plan: level lists and tier logic
  • Bid engine outputs: bid ranges + placement adjustments
  • Budget engine outputs: daily budgets per level + scaling guidance
  • Dedup and anti-cannibalization signals to reduce internal waste

Related tools

Advertising Optimization: deliver the PPC last mile
Not dashboards you must interpret. Deliverables: what to target, how to structure, bid ranges, and budget guidance.