Advanced Amazon PPC Course

Lesson 1 • Campaign Types and Ad Formats

Differentiates Sponsored Products, Sponsored Brands, and Sponsored Display by goal, eligibility, and placement. Connects format selection to funnel stage and business objective.

Lesson 2 • Core PPC Metrics and KPIs

Introduces ACoS, TACoS, ROAS, CTR, CVR, and CPC as interconnected levers. Learners read metric relationships rather than optimise each in isolation.

Lesson 3 • Account and Campaign Architecture

Defines the hierarchy of portfolios, campaigns, ad groups, and keywords. Proper structure prevents data dilution and enables scalable optimisation.

Lesson 4 • Seller Central Advertising Console Tour

Navigates the advertising console UI, bulk operations, and reporting tabs. Hands-on familiarity reduces friction when executing strategies taught in subsequent chapters.

Lesson 1 • Keyword Prioritisation and Tiering

Introduces a tiering framework that ranks keywords by conversion probability and strategic value. Prioritisation determines bid investment and budget allocation decisions.

Lesson 2 • Auto vs. Manual Campaign Interplay

Explains how auto campaigns harvest converting search terms that feed manual campaigns. This harvesting loop is foundational to the scaling system built in later chapters.

Lesson 3 • Match Types Deep Dive

Explains broad, phrase, and exact match behaviours with real traffic examples. Match type selection directly controls spend efficiency and discovery potential.

Lesson 4 • Keyword Research Methodology

Covers seed keyword generation, competitor reverse-engineering, and search volume qualification. Establishes a repeatable research workflow used throughout the course.

Lesson 1 • Amazon's Automated Bidding Options

Covers dynamic bids down-only, dynamic bids up-and-down, and fixed bids with their risk profiles. Understanding algorithm behaviour prevents unintended overspend.

Lesson 2 • Bid Adjustment Cadence and Rules

Establishes a weekly bid review process using statistical significance thresholds. Systematic cadence prevents reactive over-optimisation that destabilises campaign learning.

Lesson 3 • Placement Bid Modifiers

Explains top-of-search, product page, and rest-of-search placement multipliers. Modifiers allow surgical spend concentration on highest-converting placements.

Lesson 4 • Budget Allocation and Pacing

Covers daily budget setting, portfolio budget caps, and intraday pacing behaviour. Proper budget architecture prevents campaigns from going dark during peak traffic windows.

Lesson 1 • Title and Keyword Indexing

Covers keyword placement priority in titles, backend search terms, and indexing verification. Indexed keywords receive organic rank boosts that compound PPC efficiency.

Lesson 2 • Review Velocity and Social Proof

Quantifies how review count and star rating affect CTR and CVR on ad placements. Social proof is a conversion lever that amplifies ad spend ROI.

Lesson 3 • Listing Quality and Ad Performance Link

Explains how title relevance, bullet points, and images affect Quality Score and conversion rate. Listing quality is the multiplier on every dollar of ad spend.

Lesson 4 • Variation Strategy for PPC

Explains parent-child variation architecture and how to direct ad spend to highest-converting child ASINs. Variation strategy concentrates reviews and ad performance data.

Lesson 1 • Scaling Spend Without Losing Efficiency

Covers incremental budget increases, keyword expansion, and new campaign launches as scaling levers. Each lever has a risk profile and readiness threshold before activation.

Lesson 2 • ACoS Optimisation Levers

Maps the controllable inputs—bids, negatives, match types, listing quality—to ACoS outcomes. Learners learn to diagnose ACoS problems by root cause rather than symptom.

Lesson 3 • Campaign Segmentation for Control

Explains single-keyword campaigns, product-type segmentation, and performance-tier separation. Granular segmentation enables precise bid control and clear attribution.

Lesson 4 • Dayparting and Seasonal Adjustments

Covers bid scheduling by hour and day, and seasonal budget reallocation strategies. Time-based optimisation captures demand spikes and avoids low-conversion windows.

Lesson 1 • Full-Funnel Targeting Architecture

Integrates keyword, ASIN, category, and audience targeting into a coordinated funnel. Each layer serves a distinct role from awareness to conversion to retention.

Lesson 2 • Product and ASIN Targeting

Covers targeting competitor ASINs, complementary products, and own ASINs for defensive and offensive goals. ASIN targeting intercepts purchase intent at the decision point.

Lesson 3 • Category and Refined Targeting

Explains category targeting with price, brand, and star rating refinements for precision reach. Refinements reduce wasted impressions within broad category audiences.

Lesson 4 • Sponsored Brands Advanced Tactics

Teaches custom image ads, video ads, and Store spotlight formats with keyword and ASIN targeting. Sponsored Brands build brand equity while driving measurable conversion.

Lesson 1 • Amazon Advertising Reports Deep Dive

Covers all native report types—search term, placement, targeting, campaign performance—and their specific use cases. Each report answers a distinct optimisation question.

Lesson 2 • TACoS as a Business Health Metric

Teaches TACoS calculation, trend interpretation, and its use as a proxy for organic rank health. TACoS connects PPC investment to total business revenue trajectory.

Lesson 3 • Incrementality and Halo Effect Measurement

Covers methods to isolate incremental sales lift from PPC versus organic, and cross-ASIN halo effects. Incrementality analysis justifies ad investment beyond direct attribution.

Lesson 4 • Attribution Windows and Models

Explains 1-day, 7-day, and 14-day attribution windows and how window choice inflates or deflates reported ROAS. Accurate attribution prevents misallocation of budget.

Lesson 1 • Bulk Operations and Automation

Covers bulk file uploads, Amazon's automated rules engine, and third-party automation logic. Automation multiplies optimisation capacity without proportional time investment.

Lesson 2 • Large Catalogue Management Frameworks

Teaches portfolio segmentation, templated campaign structures, and priority-based resource allocation for catalogues with hundreds of ASINs. Scale requires systems, not manual review.

Lesson 3 • PPC Strategy for New Product Launches

Covers launch-phase bid aggressiveness, honeymoon period exploitation, and the transition from launch to evergreen strategy. Launch PPC is structurally different from mature product management.

Lesson 4 • Agency and Team Management Workflows

Establishes SOPs, access permission structures, and performance review cadences for PPC teams or agencies. Clear workflows prevent errors and maintain accountability at scale.

Lesson 5 • Multi-Marketplace PPC Strategy

Covers adapting campaign structures, keyword research, and bidding for multiple regional marketplaces. Each marketplace has distinct competitive dynamics and consumer behaviour.