In this episode, learn how to manage Amazon PPC more efficiently with smarter bid rules, better keyword discovery, and practical insights on when AI can actually improve your strategy.
Managing Amazon PPC can feel overwhelming fast, especially once your account grows beyond a handful of campaigns. In this episode of the AM/PM Podcast, Bradley Sutton and Carrie Miller break down how they approach PPC in a practical, scalable, and rooted-in-real-seller-experience way. Instead of managing Amazon advertising through trial and error, they walk through the systems, prep work, and decision-making that help them manage hundreds of campaigns without spending all day inside Seller Central. One of the biggest takeaways is that great Amazon PPC starts before the first campaign ever goes live. Carrie explains why relying only on auto campaigns to discover keywords is often an expensive mistake, especially for new products. She shares how sellers can use competitor research, reverse ASIN lookups, and keyword validation to find terms that are both relevant and realistic to rank for. Rather than chasing the biggest keywords right away, the smarter move is often to start with lower-competition long-tail phrases, build traction there, and then work upward into broader, more competitive search terms. Bradley then shifts the conversation into how mature products can unlock new advertising opportunities through Search Query Performance data through Helium 10’s Search Query Analyzer tool, campaign structure, and keyword harvesting. He explains how to separate campaigns by purpose, such as performance, research, auto, and ASIN targeting, so each one plays a specific role. From there, winning keywords and ASINs can be moved into stronger manual campaigns, while poor performers can be paused or added as negatives where appropriate. The episode also covers dayparting, account audits, and budget adjustments for major events like Prime Day, giving sellers a framework for making smarter decisions instead of reacting blindly to spend. What makes this episode especially valuable is its focus on building repeatable Amazon PPC systems. Bradley explains how custom bid rules in Helium 10 Ads help him gradually lower ACoS, protect profitable keywords, and manage a large account in a fraction of the time manual optimization would take. He also shares when AI makes sense and when it does not, arguing that smaller sellers often need structure more than automation. The bigger message is clear: successful Amazon advertising is not about constantly tinkering or throwing money at campaigns. It is about having the right foundation, the right data, and the discipline to optimize with intention. For sellers who want more control, more efficiency, and better long-term Amazon PPC performance, this episode delivers a roadmap worth applying right away.
In episode 514 of the AM/PM Podcast, Bradley and Carrie discuss:
- 00:00 - Introduction
- 00:55 - Why PPC Success Starts Before Launching Campaigns
- 03:11 - How Carrie Finds Realistic Keywords To Target
- 08:01 - Prime Day Keyword Research Using Historical Data
- 09:46 - Finding Out-Of-Stock Competitors For PPC Insights
- 11:55 - Using Search Query Performance For Mature Products
- 18:34 - Bradley’s Amazon PPC Campaign Structure
- 21:44 - Keyword Harvesting From Auto And Broad Campaigns
- 26:42 - Negative Keyword Rules And Pausing Poor Targets
- 31:19 - Helium 10 Ads: Bid Templates, Dayparting, And PPC Account Audits
- 38:39 - How To Increase Budgets For Prime Day And Big Events
- 40:06 - Bradley’s Custom Bid Rule Strategy For Lowering ACoS
- 50:02 - When AI Advertising Makes Sense For Sellers
- 57:08 - Case Study: Lowering ACoS With Rule-Based PPC Management
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