The Amazon PPC Campaign Structure Checklist

Hey everyone, welcome back to the PPC Den Podcast! Today we’re talking about how to survive the craziest shopping days on Amazon. If you’ve ever freaked out over budgets and bids on Black Friday or Cyber Monday, this episode is for you. I’ll walk you through how to use bulk files to create a Save State for your campaigns. The idea is simple: download all your campaign settings, make the adjustments you need for peak shopping days, and then restore everything back in one click once the rush is over.We’ll cover how to manage budgets, keyword bids, ad groups, and more, all offline in a spreadsheet so you don’t have to stress over every little tweak while everyone else is enjoying the holiday. This strategy keeps you calm, efficient, and profitable, and gives you more time to actually enjoy your family and friends. Tune in, try it out, and make your Amazon PPC life a whole lot easier and more profitable this season.We’ll see you in The PPC Den!🦡 Highlights ​​00:00 -  Introduction1:30 - Сhallenges with Black Friday and Cyber Monday3:00 - The concept of “Save State” for campaigns5:00 - What a bulk file is, its structure, and key functions7:00 -  Examples of editing budgets and bids in a bulk file 9:00 - How to download and reapply bulk files, working with offline edits12:58 -  Wrap-up🦡 Resources & Links🦡 GET AD BADGER ➡️ Find Michael Erickson Facchin — Ad Badger’s CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertisingWhy and How to Use New Bulk Sheet Features in Amazon Ads3 Reasons You’re Still Not Using Bulk Sheets and What to Do About It3 Bulk File Myths, Debunked📚 Unlock our FREE comprehensive Amazon Marketing PlaybookSubscribe to our newsletterTransform your workflow with our comprehensive Amazon Advertising checklistReview all our show notes-Host and Executive Producer: Michael Erickson FacchinSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno

In this episode, Michael and Clément dive into the world of Amazon PPC and why 2025 is such an exciting time for advertisers. PPC used to be simple — one bid for everyone, everywhere. Now, with Top of Search, Product Page, and B2B placements, you can target audiences that convert like crazy.Clément shares how they got early access to B2B in beta, and while it used to be a bit mysterious, it’s now available to everyone with clear data. The numbers are impressive: B2B customers convert almost twice as well, order more units per purchase, and cost less per sale.They break down strategies for using B2B placements, either with dedicated campaigns or bid adjustments in your existing campaigns. Add Amazon Marketing Cloud audiences on top, and you can stack your targeting for even better results. The key takeaway? B2B is massively underutilized, and testing it could seriously boost your PPC performance.We’ll see you in The PPC Den!🦡 Highlights ​​00:00 - Why 2025 is exciting with Top of Search Product Page and B2B placements00:56 - Clément talks about early beta access and how B2B data is now clear for everyone03:02 - B2B customers convert almost twice as much order more units and cost less per sale05:35 - Strategy ideas make a separate B2B campaign or use bid adjustments in regular campaigns07:26 - B2B pricing tips using discounts or bulk pricing to catch business customers’ attention10:31 -  Combine B2B with Amazon Marketing Cloud audiences for better targeting watch your bids15:06 - Takeaway B2B placements work really well and are worth testing in your campaigns🦡 Resources & Links🦡 GET AD BADGER ➡️ Find Michael Erickson Facchin — Ad Badger’s CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertisingOur guest today is Clément Hynaux, Campaign Manager at Ad BadgerSmart Strategies for Branded Spend in Amazon AdsCreative Optimization and Partnerships with Roku for Amazon Video CampaignsThe Amazon PPC Campaign Structure Checklist4 Techniques Working for Amazon PPC in 20256 Principles to Follow For Amazon PPC Campaign Structure📚 Unlock our FREE comprehensive Amazon Marketing PlaybookSubscribe to our newsletterTransform your workflow with our comprehensive Amazon Advertising checklistReview all our show notes-Host and Executive Producer: Michael Erickson FacchinGuest Co-Host: Clément HynauxSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno 

In this episode, we dive deep into branded campaigns on Amazon PPC with Mike Danford from Adverio. Many clients run 30–70% of their budget on branded spend, but SQPD works differently — it helps you calculate your real share and spot cannibalization.We break things into buckets like branded search, product defense, and placements, use dashboards and incrementality scores, and even show tricks like looser targeting to land on competitor pages cheaper.A quick screenshare later shows how to pull a search term report, clean it up, and optimize spend step by step.We’ll see you in The PPC Den!🦡 Highlights ​​00:00 –  Intro02:16 – Amazon PPC: branded spend cycles 07:22 –  Bucket analysis, BI dashboards, and incrementality scores11:00 – Targeting strategies: competitor pages, broad/auto campaigns, and negatives17:55 –  Controlling branded spend and tapering strategies24:15 – Measuring results with cannibalization and Search Query Performance30:12 – Final tips and actionable advice for brands🦡 Resources & Links🦡 GET AD BADGER ➡️ Find Michael Erickson Facchin — Ad Badger’s CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertisingOur guest today is Mike Danford. He shares his expertise and guides you through a stampede of solutions for Amazon, Walmart, and Target.https://www.adverio.io/roiHow Can I Best Use Brand Tailored Promotions?Winning on Amazon in 2025 Starts with Mind, Body & BrandTariff Turmoil: How Brands Are Adapting in 2025Profit Reset on an Aggressive Amazon Brand: A Strategy ShiftWhat’s the Best Way to Manage an Amazon Brand? Exploring Agency Strategies📚 Unlock our FREE comprehensive Amazon Marketing PlaybookSubscribe to our newsletterTransform your workflow with our comprehensive Amazon Advertising checklistReview all our show notes​​​​​-Host and Executive Producer: Michael Erickson FacchinGuest Co-Host: Mike DanfordSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno 

Mansour Norouzi from Incrementum Digital sits down with Michael to discuss 12 free Amazon features your brand should be using. From Brand stories and profiles, to B2B pricing and marketing, the pair discuss a wide range of free options to help elevate your brand. This episode is a rerelease of one of our most popular episodes. Please note the resources and link section for any relevant updates.We’ll see you in The PPC Den!🦡 Highlights ​​0:00 - What to expect in this episode6:10 - 12 Free Amazon Ads Features6:20 - Virtual Bundles8:40 - Posts On Amazon12:20 - Brand Story15:00 - Brand Profiles16:13 - Premium A+ Content19:18 - Brand Referral Bonus22:30 - Customer Engagement25:57 - B2B Pricing27:26 - Customer Reviews31:25 - Managing Experiments35:42 - Using Keywords in Q&A37:12 - Pricing🦡 Resources & Links🦡 GET AD BADGER ➡️ Find Michael Erickson Facchin — Ad Badger’s CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertisingOur guest today is Mansour Norouzi, Partner and Director of Advertising at Incrementum Digital who knows the world of Amazon inside out.Will GPT Change The World Of Amazon Marketing?Why No One Watches Your Amazon Sponsored Brand Videos & How To Fix ItAd Badger & Bobsled Marketing: Keep Your Amazon Team On The Cutting EdgeHow To Get Revenue-Boosting Amazon ReviewsGetting High-Quality Product Reviews On Amazon With Andy LamAmazon Enhanced Brand Content Vs A+ ContentA Case For Segmenting Branded Keywords In Amazon PPC📚 Unlock our FREE comprehensive Amazon Marketing PlaybookSubscribe to our newsletterTransform your workflow with our comprehensive Amazon Advertising checklist Review all our show notes-Host and Executive Producer: Michael Erickson FacchinGuest Co-Host: Mansour NorouziSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno 

What's up, Badger Nation! Today, we have Sam Lee from Trivium joining us again. We’ll be diving into the evolution of product videos — from starting with simple static images on your product pages to creating videos that are repurposed for Sponsored Brand campaigns.Sam will share his insights on how these videos evolve, what works and what doesn’t, and who should be thinking about moving up the marketing funnel — from Amazon DSP and online video to streaming TV.If you’ve ever wondered how to make your product videos work harder across different platforms, this episode is for you. We’ll see you in The PPC Den!🦡 Highlights ​​0:00 -  Intro00:41 – Why Sam loves Amazon marketing04:02 – Creative vs technical roles08:11 – Video types: Sponsored, DSP, Streaming11:04 – When to use DSP & top-funnel video16:56 –  Retargeting & audience relevance21:57 –  Video evolution up the funnel: Sponsored → OLV → Streaming TV23:28 – DSP examples: Women’s beauty & melatonin supplement campaigns25:06 – KPIs for different video placements & attribution challenges27:32 – Using Amazon Marketing Cloud & zooming out for insights29:23 – Top-of-funnel video vs static images; why video wins32:31 – Final tips: scale video intentionally, start small, step-by-step34:21 – How to find Sam Lee 🦡 Resources & Links🦡 GET AD BADGER ➡️ Find Michael Erickson Facchin — Ad Badger’s CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertisingMeet Sam Lee, VP at Trivium Group. Living life at the intersection of surfer and seller. All things Amazon. DSP aficionado. Turning video insights into actionable growth. Be you, they’ll adjust.What Top Amazon Sellers Won’t Tell You About AI Video AdsWhy No One Watches Your Amazon Sponsored Brand Videos & How To Fix ItHow Do I Make Excellent Amazon Sponsored Display Videos On Budget?Using Amazon DSP and AMC to Fully Understand the Customer Journey📚 Unlock our FREE comprehensive Amazon Marketing PlaybookSubscribe to our newsletterReview all our show notes-Host and Executive Producer: Michael Erickson FacchinGuest Co-Host: Sam LeeSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno 

Curious about the top tools that transform Amazon selling? In this episode, Michael and Mike Danford from Adverio.io explore seven overlooked Seller Central tools. These tools are great for refining your ads with insights from Search Query Performance, understanding your product costs with skew economics, and finding new possibilities with the Product Opportunity Explorer. Additionally, they'll discuss managing your brand's reputation, setting up tailored promotions, and optimizing influencer marketing with Creator Connections.This episode is a rerelease of one of our most popular episodes. Please note the resources and link section for any relevant updates.We’ll see you in The PPC Den!🦡 Highlights ​​0:00 - How did Adverio impact Ad Badger?2:55 - What tools does Seller Central offer?4:12 - How can Search Query Performance enhance Amazon advertising?11:09 - What is SKU Economics in Amazon's context?15:43 - What is the Product Opportunity Explorer?19:49 -  How can Market Basket Analysis improve sales?23:46 - How to manage brand reputation on Amazon?29:04 - How do brand tailored promotions and coupons work?33:36 - What are the best practices for Amazon posts?36:39 - How does Creator Connections facilitate influencer marketing?🦡 Resources & Links🦡 GET AD BADGER ➡️ How Does Tracking Keywords Help PPC?Can Agencies Serve As Teachers In Amazon Selling?How Can I Best Use The Product Opportunity Explorer For My Amazon PPC Campaign?How Can I Become An Advanced Amazon Marketer?How Can I Reach My Full Potential In The Amazon PPC Space?📚 Unlock our FREE comprehensive Amazon Marketing PlaybookSubscribe to our newsletterReview all our show notes-Host and Executive Producer: Michael Erickson FacchinGuest Co-Host: Michael DanfordSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno

Welcome to the PPC Den Podcast, Badger Nation!In this episode, your host and CEO Michael Badger breaks down the ultimate checklist for Amazon PPC campaign structure—just the way I laid it out on air. Michael takes you through everything from clear campaign naming and smart ad group organization to tackling duplicated search terms and optimizing your ad spend. It's a no-nonsense, real-world discussion with actionable tips, so if your campaigns need a little more order (or a lot more profit), this episode is your must-hear guide. We’ll see you in The PPC Den!🦡 Highlights00:00 – Why campaign structure matters01:03 – What this checklist is and how to use it02:00 – Naming conventions for campaigns and ad groups03:30 – Are you advertising what you should?05:35 – When to group or separate products in campaigns07:22 – Search term relevance & how to catch irrelevant traffic08:50 – Duplicated search terms: when they’re fine, and when they’re not09:45 – Expanding top-performing terms to Sponsored Brands & Display10:30 – Segmenting auto campaigns: close match, loose match & more11:45 – Structuring campaigns by goals: ranking vs. profitability13:00 – Avoiding over-segmentation and managing low-data keywords14:45 – Final checklist tips + preserving high-performing campaigns🦡 Resources & LinksFind Michael Erickson Facchin — Ad Badger’s CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertising🦡 ⁠GET AD BADGER⁠ ➡️ 6 Principles to Follow For Amazon PPC Campaign StructureHow Do I Transform My  Amazon PPC Campaigns With A Strategic RestructureCase Study: How Do I Fix A Bad Amazon Campaign Structure?How Do I Structure Amazon Campaign Names?How Do I Optimize My Amazon Campaign Structure?📚 Unlock our FREE comprehensive Amazon Marketing PlaybookSubscribe to our newsletterTransform your workflow with our comprehensive Amazon Advertising checklist Review all our show notes-Host and Executive Producer: Michael Erickson FacchinSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno

Today, we’re doing something a bit wild — we’re limiting our ad budget on purpose. Sounds crazy? Maybe. But we want to see what happens when Amazon ads run out of steam halfway through the day. Will organic sales rise? Will ranking improve? Let’s find out together.In this episode, we’re walking through four powerful techniques to test this strategy. We’ll pick a rankable product, set up a focused keyword campaign, play with aggressive bids, and limit the budget just enough to spark change.Sean Stone joins us in this episode to break it all down and share what really works.We’ll see you in The PPC Den!🦡 Highlights ​​0:00 – Intro:  Meet Sean Stone3:00 – Technique 1: Choosing a rankable product7:00 – Technique 2: Setting up a one-keyword campaign11:30 – Technique 3: Using aggressive bids and top placements16:20 – Technique 4: Limiting daily budget to trigger organic lift21:00 – How to track results and measure success25:20 – When this strategy doesn’t work30:00 – Real-life examples and insights from Sean39:00 – Outro and what’s next🦡 Resources & Links🦡 GET AD BADGER ➡️ Find Michael Erickson Facchin — Ad Badger’s CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertisingMeet our friend  Sean Stone founder of Stone’s Goods as he spills the secrets behind scaling brands on Amazon with his PAIR strategyhttps://www.linkedin.com/in/sean-stone/ One Keyword, 8 Tools. Accuracy for Search Volume & Sales on AmazonHow One Keyword Can Apply to Multiple Products6 Principles to Follow For Amazon PPC Campaign StructureHow to Optimize Minimum and Maximum Bids in Amazon PPC to Improve ACoSHow to Find Products That Sell OrganicallyFinding Your Zone of Possibility for Amazon PPC Rankings📚 Unlock our FREE comprehensive Amazon Marketing PlaybookSubscribe to our newsletterTransform your workflow with our comprehensive Amazon Advertising checklistReview all our show notes-Host and Executive Producer: Michael Erickson FacchinGuest Co-Host: Sean StoneSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno 

What’s going on, Badger Nation? This week inside the PPC Den, Michael takes us on a summertime journey through the six core principles of building a winning Amazon PPC campaign structure.  Whether you're sitting under live oaks in Austin or deep in your ad account, this episode will give you the clarity and mindset shift you need.Campaign structure is one of the most misunderstood yet powerful parts of PPC strategy. In this episode, we’re not going tactical yet — we’re laying the foundation with six timeless principles that can guide your campaign structure decisions in any situation:🦡 Find the right level of segmentation so your campaigns are neither overcrowded nor overly fragmented🦡 Treat your campaign structure as a process that should evolve based on performance🦡 Make sure your ads appear only in places where your product is truly relevant🦡 Group campaigns by shared goals to keep your strategy clear and organized🦡 Work within Amazon’s structural limitations to stay in control of your targeting and budget🦡 Improve your campaign structure gradually to preserve data and learn as you goThis is part one of a multi-episode series. So if you're ready to finally understand campaign structure and stop guessing, start here.We’ll see you in The PPC Den!🦡 Highlights00:00 — Intro 02:40 — Principle 1: Goldilocks Principle — finding the right level of segmentation04:30 — Why over-segmentation hurts optimization05:10 — Principle 2: Race Car Principle — continuous campaign structure improvement07:20 — Principle 3: Relevance Principle — keeping your ads relevant08:50 — Principle 4: Grouping by Theme — organizing campaigns by goals10:20 — Principle 5: Structural Limits — working within Amazon’s platform constraints11:45 — Principle 6: Rome Principle — gradual campaign structure updates13:50 — Outro🦡 Resources & Links🦡 GET AD BADGER ➡️ Where to find Michael, Michael Erickson FacchinA Case for Segmenting Branded Keywords in Amazon PPCThe 6 Layers of Campaign Structure Complexity​​How Do I Find New Areas To Scale My Campaign?How Can An Amazon Campaign Audit Help My Business?The Complete Amazon Advertising Evergreen Campaign Strategy Guide📚 Unlock our FREE comprehensive Amazon Marketing PlaybookSubscribe to our newsletterTransform your workflow with our comprehensive Amazon Advertising checklistReview all our show notes-Host and Executive Producer: Michael Erickson FacchinSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno

In this episode, Mina Elias from Trivium Group drops some serious knowledge bombs on how crushing it on Amazon isn’t just about ads and listings — it’s about mindset, mental toughness, and yes, even jiu-jitsu 🥋 (because why not train like a fighter to survive the Amazon jungle?).We dive deep into why your body is your ultimate business asset, why building the best brand beats just slapping products on a shelf, and how to run your Amazon store like a well-oiled machine that never quits. Mina spills the tea on mastering product-market fit and owning your keyword game .Tune in, get inspired, and maybe even get off the couch for a round of jiu-jitsu!!We’ll see you in The PPC Den!🦡 Highlights ​​00:00 – Welcome back Mina Elias03:15 – Jiu-jitsu, mindset 05:35 – Your body = your business machine (Lamborghini or rusty clunker?)06:25 – The Amazon battlefield in 2025: no more “easy wins”07:00 – Why your 2015 strategy won’t work today (bye-bye, gold rush)08:00 – Are you building the best brand — or just selling stuff?11:00 – Real product examples: what buyers actually want12:06 – Is your product page truly the best one on the internet?13:25 – Why great brands win without even trying14:45 – Conversion rate: the “cheat code” for Amazon growth16:00 – Amazon vs. Facebook Ads: who wins the simplicity game?17:15 – “Moneyballing” Amazon success with checklists & nerdy details19:45 – What if your product page is great? What’s next?21:10 – PPC strategy explained like a human, not a robot26:36 – Success = systems28:50 – Using Brand Analytics to measure conversion 29:30 – Why “passive Amazon income” is a sweet, sweet lie31:45 – Selling a product vs. building a business (big difference)32:15 – Final thoughts + where to find Mina online🦡 Resources & Links🦡 GET AD BADGER ➡️ Find Michael Erickson Facchin — Ad Badger’s CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertisingMeet Mina Elias – founder & CEO of Trivium Group, professional supplement nerd, jiu-jitsu enthusiast, and the guy who turns “just a product” into “wait, I’ve seen that everywhere!”Tariff Turmoil: How Brands Are Adapting in 2025Seller Stories: Growing 10 Brands at Once and Managing by KPI’sSuccessful Ecommerce Entrepreneur On Business, Scaling 10x, and Finding the Right Partners📚 Unlock our FREE comprehensive Amazon Marketing PlaybookSubscribe to our newsletterTransform your workflow with our comprehensive Amazon Advertising checklistReview all our show notes-Host and Executive Producer: Michael Erickson FacchinGuest Co-Host:  Mina EliasSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno