Amazon Ads Playbook Series v1-2

AMAZON ADS PLAYBOOK SERIES!
GETTING STARTED
AN INTRODUCTION
The Playbook Series is designed to simplify successful advertising

on Amazon. In this PDF, you’ll find clear instructions for 28
different campaigns, including when and how to use them. Every
section will have a corresponding video, where I personally guide
you on handling each campaign.
Click Here To Watch The Corresponding Video
1
2
GETTING STARTED
Breakdown of Different Ad Types

Why Should I Care?
Learn the difference between Sponsored Product Ads, Sponsored

Brand Ads and Sponsored Display Ads so you can better utilize this
playbook and make more effective ads.
3
----o.
Sponsored Products Sponsored Brands
AMZ AMZ----o.
Sponsored Products campaigns Sponsored Brands campaigns

promote your products to promote your products, product line,
or entire brand to customers on
customers on Amazon, based upon
Amazon, allowing for different ad
their search terms and product placements and more customizable
viewing habits. ad content.
Sponsored Display
•---
Sponsored Display campaigns

promote your products to
customers on or off Amazon '
allowing for more versatility in
audience targeting.
4
GETTING STARTED
Where Will My Ads Show Up?

Why Should I Care?
Knowing this information will help you make better advertising

decisions and provide clarity on how to use this Playbook.
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Sponsored Display Placements
(On Amazon)
Example Ad Placement Example Ad Placement
-
-
YOURAD
---
---
Example Ad Placement
Note: Some Sponsored Display ads are served on third party websites (Off-Amazon)
8
Metrics by Placement
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10
SPONSORED PRODUCT ADS
Keyword Launch Campaigns
Why Should I Care?
Learn how to launch a product with Amazon advertising,

setting the rest of your campaigns up for success.
11
SPONSORED PRODUCTS:
MANUAL LAUNCH
KEYWORD CAMPAIGN
Get a 30-day free trial of PPC Entourage using the code: PLAYBOOKSERIES
12
SPONSORED PRODUCTS:
MANUAL LAUNCH
KEYWORD CAMPAIGN
• Works Better with Several Reviews but

Not Necessary!
• Make Sure Listing is Retail Ready!
• GOAL: Get Noticed /Educate Amazon.

Start to Rank!
• CAMPAIGN NAME: PPCE- Launch- Product

Identifier - ACoS Target%
• PORTFOLIO: Yes
• START/END: Open
• DAILY BUDGET: Min $10/Day - SET

OVERALL BUDGET
• TARGETING: Manual
13
SPONSORED PRODUCTS:
MANUAL LAUNCH
KEYWORD CAMPAIGN
• BIDDING STRATEGY: Fixed, Dynamic up and

down is more aggressive
• PLACEMENT MODIFIER: Top of Search!
• PRODUCTS: Best Variations!
• AD GROUP 1 NAME: Exact Launch
• TARGETING: Keywords
• KEYWORDS/TARGETS: 15 Most Relevant Launch

Keywords - Exact Match
• INITIAL BIDS: Aggressive. Use lower bid + TOS

placement modifier
• NEGATIVES: No
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OPTIONS FOR CAMPAIGN
BIDDING STRATEGIES
15
ASIN Launch Campaigns

Why Should I Care?
A new launch strategy that promotes your ASIN on

competitor product detail pages, letting Amazon know you
mean business!
16
SPONSORED PRODUCTS:
MANUAL LAUNCH
ASIN CAMPAIGN
17
SPONSORED PRODUCTS:
MANUAL LAUNCH
ASIN CAMPAIGN
• Works Better with Several Reviews but

Not Necessary!
• Make Sure Listing is Retail Ready!
• GOAL: Get Noticed /Educate Amazon.

Start to Rank!
• CAMPAIGN NAME: PPCE- ASINLaunch- Product

• PORTFOLIO: Yes
• START/END: Open
• DAILY BUDGET: Min $10. SET

OVERALL BUDGET!
18
SPONSORED PRODUCTS:
MANUAL LAUNCH
ASIN CAMPAIGN
• BIDDING STRATEGY: Fixed, Dynamic up and

down is more aggressive
• PLACEMENT MODIFIER: Product Page!
• AD GROUP 1 NAME: ASIN Launch
• TARGETING: Product Targeting
• KEYWORDS/TARGETS: 15 Most Relevant

Launch ASINS
• INITIAL BIDS: Aggressive. Use lower bid + PDP

placement modifier
• NEGATIVES: No
19
Simple Auto Campaigns

Why Should I Care?
Creating Auto campaigns the right way will help to generate

new search terms and ASINS that we can harvest and leverage
in other campaigns.
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SPONSORED PRODUCTS:
AUTOMATIC CAMPAIGN
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AUTOMATIC
CAMPAIGN TARGETING
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SPONSORED PRODUCTS:
AUTOMATIC CAMPAIGNS
AUTO CAMPAIGN #1: No Target Specifications
• GOAL: Discovery
• SPECIFICS: All Targeting types in one ad group
• CAMPAIGN NAME: PPCE- AutoAll- Product

• BIDDING TYPE: Dynamic Down
• START/END: Open
• DAILY BUDGET: Min $10
• TARGETING: Automatic
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SPONSORED PRODUCTS:
AUTOMATIC CAMPAIGNS
AUTO CAMPAIGN #1: No Target Specifications
• BIDS: Ave CPC or Less.
• PLACEMENT MODIFIERS: None
• NEGATIVE KEYWORDS: Not recommended
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Auto by Targeting Group

Why Should I Care?
Use this Auto strategy to better structure your auto

campaigns based on the “buying cycle.” Great for your top
ASINS!
25
SPONSORED PRODUCTS:
AUTOMATIC CAMPAIGNS
AUTO CAMPAIGN #2: One Campaign Per Targeting Group
• GOAL: Discovery. Good for Best ASINS.
• SPECIFICS: One Campaign Per Targeting Group

(close/loose/comp/subs)
• CAMPAIGN NAME: PPCE- Auto- identifier - Tar

Group -ACoS Target%
• START/END: Open
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SPONSORED PRODUCTS:
AUTOMATIC CAMPAIGNS
AUTO CAMPAIGN #2: One Campaign Per Targeting Group
• BIDS: Waterfalling bids to start. Adjust as needed.
• PLACEMENT MODIFIERS: None to start.

Modify in time.
• NEGATIVE KEYWORDS: Not recommended.
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Auto Low Campaigns

Why Should I Care?
Catch some low hanging fruit with this simple campaign that
traditionally sports a low ACoS.
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SPONSORED PRODUCTS:
AUTOMATIC CAMPAIGNS
AUTO CAMPAIGN #3: Auto Low
• GOAL: Discovery
• SPECIFICS: Use a super low bid
• CAMPAIGN NAME: PPCE- Autolow- identifier -

Tar Group -ACoS Target%
• START/END: Open
29
Keyword Discovery Campaigns

Why Should I Care?
Test keywords and find audiences without breaking the bank.

Helps fuel other campaigns.
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SPONSORED PRODUCTS:
MANUAL KEYWORD
DISCOVERY CAMPAIGN
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SPONSORED PRODUCTS:
MANUAL KEYWORD
DISCOVERY CAMPAIGN
• An Ongoing Campaign
• Using Broad/Phrase Match to Feed the Beast!
• GOAL: Discover New Keywords, Learn About

Audience, More Reach
• CAMPAIGN NAME: PPCE- KWDiscovery-

Product Identifier - ACoS Target%
• PORTFOLIO: Yes
• START/END: Open
32
SPONSORED PRODUCTS:
MANUAL LAUNCH
KEYWORD CAMPAIGN
• BIDDING STRATEGY: Dynamic Down
• PLACEMENT MODIFIER: None
• AD GROUP NAME: Broad or Phrase

(*2 Separate Ad Groups)
• TARGETING: Keywords
• KEYWORDS/TARGETS: Discovery Keywords as

Broad/Phrase Match.
• INITIAL BIDS: Ave CPC per ASIN or

AMZ Suggested
• NEGATIVES: Possible Phrase Match

(very carefully)
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Amazon Suggested Keywords
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PAT Discovery Campaigns

Why Should I Care?
Test categories and find audiences/ASINS without breaking

the bank. Helps fuel other campaigns.
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SPONSORED PRODUCTS:
AUTOMATIC CAMPAIGNS
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PRODUCT TARGETING
INSIDE SELLER CENTRAL
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SPONSORED PRODUCTS:
PRODUCT TARGETING
DISCOVERY CAMPAIGN
• Feed the Beast!
• GOAL: Discover New ASINS, Learn About

Audience, More Reach
• CAMPAIGN NAME: PPCE- PTDiscovery- Product

• PORTFOLIO: Yes
• START/END: Open
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SPONSORED PRODUCTS:
PRODUCT TARGETING
DISCOVERY CAMPAIGN
• AD GROUP NAME: PAT
• TARGETING: Product Targeting
• KEYWORDS/TARGETS: Multiple Relevant

Categories (no refinements)

AMZ Suggested
• NEGATIVES: No
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Keyword ACOS Scraping Campaigns

Why Should I Care?
Turn winning search terms into keywords that produce sales

over and over again.
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SPONSORED PRODUCTS:
MANUAL ACOS
SCRAPING CAMPAIGN
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SPONSORED PRODUCTS:
MANUAL ACOS
SCRAPING CAMPAIGN
• Turn Winning Search Terms into Keywords!
• GOAL: Target and Bid on Winning Search Terms!

Show up
• CAMPAIGN NAME: PPCE- KWScrape- Product

• PORTFOLIO: Yes
• START/END: Open
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SPONSORED PRODUCTS:
MANUAL ACOS
SCRAPING CAMPAIGN
• AD GROUP NAME: ACoS
• TARGETING: Keyword Targeting
• KEYWORDS/TARGETS: Search Terms with 3+

Orders! Phrase Match

AMZ Suggested
• NEGATIVES: Carefully (use of Neg Phrase match)
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ACOS SCRAPING IN ENTOURAGE
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PPC ENTOURAGE
THE MONEY
MAKER
Search Term - ASIN -
Category Expansion
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ASIN ACOS Scraping Campaigns

Why Should I Care?
Turn winning ASINS into targets that produce sales over and
over again.
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SPONSORED PRODUCTS:
MANUAL ASIN
SCRAPING CAMPAIGN
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SPONSORED PRODUCTS:
MANUAL ASIN
SCRAPING CAMPAIGN
• Turn Winning ASINS into Targets!
• GOAL: Target and Bid on Winning ASINS!

Show up
• CAMPAIGN NAME: PPCE- ASINScrape- Product

• PORTFOLIO: Yes
• START/END: Open
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SPONSORED PRODUCTS:
MANUAL ACOS
SCRAPING CAMPAIGN
AD GROUP NAME: ACoS

•
TARGETING: Category Targeting
• KEYWORDS/TARGETS: ASINS with 3 or

more Orders!

AMZ Suggested
• NEGATIVES: No
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ASIN SCRAPING IN ENTOURAGE
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Keyword Breakout Campaigns

Why Should I Care?
Scale and dominate your best keywords to maximize sales.
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SPONSORED PRODUCTS:
HIGHLY TARGETED KEYWORD
BREAKOUT CAMPAIGN
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SPONSORED PRODUCTS:
BREAKOUT CAMPAIGN
• ONE Keyword per Campaign
• GOAL: Isolate Best Keywords & Target

Them Aggressively
• CAMPAIGN NAME: PPCE- KWBreakout-

Keyword - ACoS Target%
• PORTFOLIO: Yes
• START/END: Open
• DAILY BUDGET: Min $10 - Scale (uncap)
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SPONSORED PRODUCTS:
BREAKOUT CAMPAIGN
• BIDDING STRATEGY: Dynamic Up and Down
• PLACEMENT MODIFIER: Top of Search
• AD GROUP NAME: Keyword Name
• KEYWORDS/TARGETS: 1 Exact Match Keyword
• INITIAL BIDS: Aggressive
• NEGATIVES: No
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ASIN Breakout Campaigns

Why Should I Care?
Scale and dominate your best ASINS to maximize sales.
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SPONSORED PRODUCTS:
HIGHLY TARGETED ASIN
BREAKOUT CAMPAIGN
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SPONSORED PRODUCTS:
HIGHLY TARGETED ASIN
BREAKOUT CAMPAIGN
• ONE ASIN per Campaign
• GOAL: Isolate Best ASINS & Target

Them Aggressively
• CAMPAIGN NAME: PPCE- ASINBreakout- ASIN -

ACoS Target%
• PORTFOLIO: Yes
• START/END: Open
• DAILY BUDGET: Min $10 - Scale (uncap)
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SPONSORED PRODUCTS:
HIGHLY TARGETED
ASIN BREAKOUT CAMPAIGN
• BIDDING STRATEGY: Dynamic Up and Down
• PLACEMENT MODIFIER: Product Page
• AD GROUP NAME: ASIN Identifier (ex: Name

of competitor)
• TARGETING: Category Targeting
• KEYWORDS/TARGETS: 1 ASIN
• INITIAL BIDS: Aggressive
• NEGATIVES: No
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Refined Category Campaigns

Why Should I Care?
Help shoppers consider your product where you have an

advantage over your competition.
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SPONSORED PRODUCTS:
CATEGORY TARGETING
WITH REFINEMENTS
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SPONSORED PRODUCTS:
CATEGORY TARGETING
WITH REFINEMENTS
• Take Advantage of Your Advantage!
• GOAL: Ethically Steal Sales From Our (Much

Weaker) Competition!
• CAMPAIGN NAME: PPCE- CATrefine- Product

• PORTFOLIO: Yes
• START/END: Open
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SPONSORED PRODUCTS:
CATEGORY TARGETING
WITH REFINEMENTS
• AD GROUP NAME: Categories
• KEYWORDS/TARGETS: Cat w/ refinements 1)

Price 2) Review 3) Prime

AMZ Suggested
• NEGATIVES: No
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Category ACOS Scraping

Campaigns
Why Should I Care?
Turn winning categories into targets that produce sales over

and over again.
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SPONSORED PRODUCTS:
CATEGORY ACOS
SCRAPING CAMPAIGN
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SPONSORED PRODUCTS:
CATEGORY ACOS
SCRAPING CAMPAIGN
• Turn Winning Categories into Targets!
• GOAL: Target and Bid on Winning Categories!

Expand Reach/Audience
• CAMPAIGN NAME: PPCE- CATScrape- Product

• PORTFOLIO: Yes
• START/END: Open
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SPONSORED PRODUCTS:
CATEGORY ACOS
SCRAPING CAMPAIGN
• AD GROUP NAME: Category
• KEYWORDS/TARGETS: CATEGORIES with 5 or

more Orders!
• INITIAL BIDS: Start Lower
• NEGATIVES: No
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CATEGORY ACOS
SCRAPING ENTOURAGE
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BRAND PROTECTION Campaigns

Why Should I Care?
Protect the “pathway to purchase” and keep your customers

loyal to you!
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SPONSORED PRODUCTS: BRAND
PROTECTION CAMPAIGNS
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• GOAL: Protect your brand from competition!

Introduce New Products!
• CAMPAIGN NAME: PPCE- Brand- Product

Identifier -ACoS%
• PORTFOLIO: Yes
• START/END: Open
• DAILY BUDGET: Min $10/ Uncap!
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Ad Group 1
• BIDDING STRATEGY: Dynamic Down or Dynamic

Up & Down
• AD GROUP NAME: Brand Keywords
• KEYWORDS/TARGETS: Brand Name (Phrase

match), Brand + Main KW’s.
• INITIAL BIDS: Ave CPC
• NEGATIVES: No
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Ad Group 2
• BIDDING STRATEGY: Dynamic Down or Dynamic

Up & Down
• AD GROUP NAME: Brand PAT
• KEYWORDS/TARGETS: Brand Name,

Brand ASINS
• INITIAL BIDS: Ave CPC
• NEGATIVES: No
72
Do You Want Us to
Manage Your Amazon
Advertising for You?
"Our ACoS has gone down overall, our campaigns have become much more profitable,
and our organic sales have increased quite a bit as well."
- Marcie, Entourage Client
We offer done-for-you Amazon PPC management so you can spend

more time growing your buisness while we focus on increasing your
advertising profits
Free Up Your Time So You Can Grow Other Parts of Your Business
Our Holistic Approach - A dedicated Team of 8 AMZ Specialists Working

on Your Behalf
Take Advantage of the Latest Strategies Before Your Competitor Does
Learn More
73
SPONSORED BRAND ADS
CRAFTING
KILLER
HEADLINES
Spotlight
Headline Creator
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SPONSORED BRAND ADS
KEYWORD DISCOVERY Campaigns

Why Should I Care?
Test keywords and find audiences while getting massive brand

exposure with premium ad locations.
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SPONSORED BRAND: KEYWORD
DISCOVERY CAMPAIGN
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DISCOVERY EXAMPLE
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DISCOVERY CAMPAIGNS
• GOAL: Initial Discovery! Brand Awareness! New

Product Awareness!
• CAMPAIGN NAME: PPCE- Discovery-

Identifier -ACoS%
• PORTFOLIO: Yes
• START/END: Open
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DISCOVERY CAMPAIGNS
• LANDING PAGE: Storefront Home Page or

Product List Page.
• ASINS SELECTED: High Reviews, High CTR%,

High Converting ASINS.
• MAIN IMAGE/Logo: Brand Logo!
• CUSTOM IMAGE: Optional
• HEADLINE: Brand Awareness Headlines
• OPTIMIZE YOUR AD?: If headline/products are

general (not targeted)
• TARGETING: Broad/Phrase - Category, Discovery,

Complementary KW
• BID: Start on lower side
• AUTOMATED BIDDING?: No
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SPONSORED BRAND:
AUTOMATED BIDDING FEATURE
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DISCOVERY CAMPAIGN
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SPONSORED BRAND: CUSTOM
IMAGES FEATURE
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SPONSORED BRAND: CUSTOM
IMAGES FEATURE
83
SPONSORED BRAND ADS
CATEGORY TARGETING
DISCOVERY Campaigns
Why Should I Care?
Test categories and find audiences while getting massive brand

exposure with premium ad locations.
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SPONSORED BRAND: CATEGORY
DISCOVERY CAMPAIGNS
85
DISCOVERY CAMPAIGNS
• GOAL: Initial Discovery! Brand Awareness! New

Product Awareness!
• CAMPAIGN NAME: PPCE- CATDISC-

Product/Campaign Identifier -ACoS%
• PORTFOLIO: Yes
• START/END: Open
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DISCOVERY CAMPAIGNS
• LANDING PAGE: Storefront Home Page or

Product List Page.

• CUSTOM IMAGE: Optional.
• HEADLINE: Brand Awareness Headlines.
• OPTIMIZE YOUR AD?: If headline/products are

general (not targeted).
• TARGETING: Categories, Complementary

Categories, No refinement!
• BID: Start on lower side.
• AUTOMATED BIDDING?: No.
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SPONSORED BRAND ADS
PRODUCT LINE Campaigns

Why Should I Care?
Drive massive awareness and qualified traffic to one of your

awesome product lines!
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SPONSORED BRAND: PRODUCT
LINE EXAMPLE
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SPONSORED BRAND:
PRODUCT LINE CAMPAIGNS
• GOAL: Promote A Product Line - New Product

Awareness!
• CAMPAIGN NAME: PPCE- PRODLINE- Identifier

-ACoS%
• PORTFOLIO: Yes
• START/END: Open
90
SPONSORED BRAND: PRODUCT
LINE CAMPAIGNS
• LANDING PAGE: Product Line Page or Product

List with Product Line.

• CUSTOM IMAGE: Optional.
• HEADLINE: Product Line Headlines. (see Spotlight

Headline Creator).
• OPTIMIZE YOUR AD?: Not Recommended.
• TARGETING: Category Keywords (phrase) ,

Related Categories (no refine).
• AUTOMATED BIDDING?: Optional.
91
SPONSORED BRAND ADS
HIGHLY TARGETED DISCOVERY

Campaigns
Why Should I Care?
Showcase a specific set of products while discovering new

audiences for that product.
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SPONSORED BRAND:
HIGHLY TARGETED
DISCOVERY CAMPAIGNS
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SPONSORED BRAND:
HIGHLY TARGETED
DISCOVERY CAMPAIGNS
• GOAL: Get Broad Reach for a Highly Targeted

Group of Products!
• CAMPAIGN NAME: PPCE- DISCTARGETED-

Identifier -ACoS%
• PORTFOLIO: Yes
• START/END: Open
94
SPONSORED BRAND:
HIGHLY TARGETED
DISCOVERY CAMPAIGNS
• LANDING PAGE: Targeted Storefront page or

Product List page

High Converting ASINS
• MAIN IMAGE/Logo: Brand Logo! Lifestyle shot
• CUSTOM IMAGE: Optional (preferred)
• HEADLINE: Specific headlines. CTA headlines.

Benefit headlines
• OPTIMIZE YOUR AD?: Not Recommended
• TARGETING: Related Phrase Match Keywords

and Categories.
• AUTOMATED BIDDING?: Optional
95
SPONSORED BRAND ADS
HIGHLY TARGETED BREAKOUT

Campaigns
Why Should I Care?
Create an ARMY of Sponsored Brand Ads that are highly targeted

based on data!
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SPONSORED BRAND:
HIGHLY TARGETED
BREAKOUT CAMPAIGNS
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SPONSORED BRAND: HIGHLY
TARGETED BREAKOUT EXAMPLE
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SPONSORED BRAND:
HIGHLY TARGETED
BREAKOUT CAMPAIGNS
• GOAL: Isolate the Best Keywords and Get the

Sale! Everytime!
• CAMPAIGN NAME: PPCE- HIGHTARGETED-

Identifier -ACoS%
• PORTFOLIO: Yes
• START/END: Open
99
SPONSORED BRAND:
HIGHLY TARGETED
BREAKOUT CAMPAIGNS
• LANDING PAGE: Targeted Storefront page or

Product List page

• MAIN IMAGE/Logo: Brand Logo! Lifestyle shot
• CUSTOM IMAGE: Optional (preferred)
• HEADLINE: Specific headlines. CTA headlines.

Benefit headlines
• OPTIMIZE YOUR AD?: Not Recommended
• TARGETING: Single Exact Match Keyword
• BID: Aggressive
100
SPONSORED BRAND ADS
BRAND PROTECTION Campaigns

Why Should I Care?

loyal to you!
101
SPONSORED BRAND: BRAND
102
• GOAL: Protect Your Brand! The SNEAKY launch!
• CAMPAIGN NAME: PPCE- BRANDAD-

Identifier -ACoS%
• PORTFOLIO: Yes
• START/END: Open
103
• LANDING PAGE: Storefront or Product Line

Storefront Page

• CUSTOM IMAGE: Optional
• HEADLINE: Brand Headlines. New Release +

Brand Headlines
• OPTIMIZE YOUR AD?: Possible
• TARGETING: Brand Name (Phrase Match) Brand +

Brand Targeting (PAT)
• BID: Aggressive
104
105
SPONSORED DISPLAY ADS
VIEWS AUDIENCE Campaigns

Why Should I Care?
Retarget shoppers off Amazon and bring them back to make a

purchase!
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SPONSORED DISPLAY:
VIEWS CAMPAIGN
107
SPONSORED DISPLAY:
AUDIENCES
108
SPONSORED DISPLAY: VIEWS
AUDIENCE CAMPAIGN
• Important Notes: CPC Bidding. OFF Amazon

Placement. Targeting Shoppers who have not
purchased in 30 days.
• GOAL: Retarget people who have viewed our page

or competitors page.
• CAMPAIGN NAME: PPCE- VIEWS-

Identifier - ACoS%
• PORTFOLIO: Yes
• AUDIENCES: Views
• PRODUCTS: All. Best for Higher Ticket Items

or Consumables.
• DAILY BID/BUDGET: Start Low!
109
SEARCHES AUDIENCE Campaigns

Why Should I Care?
Retarget shoppers on and off Amazon and bring them back to

make a purchase!
110
SPONSORED DISPLAY:
SEARCHES AUDIENCE
CAMPAIGN
111
SPONSORED DISPLAY:
SEARCHES AUDIENCE
CAMPAIGN
• Important Notes: CPM Bidding. ON & OFF

Amazon Placement. Targeting Shoppers who have
not purchased in 30 days.
• GOAL: Retarget people who searched for

keywords related to your product.
• CAMPAIGN NAME: PPCE- SEARCHES

Identifier - ACoS%
• PORTFOLIO: Yes
• AUDIENCES: Searches
• PRODUCTS: All. Best for Higher Ticket Items

or Consumables.
112
PURCHASES AUDIENCE Campaigns

Why Should I Care?
Retarget past purchasers on and off Amazon and bring them

back to make a purchase!
113
SPONSORED DISPLAY:
PURCHASES AUDIENCE
CAMPAIGN
114
SPONSORED DISPLAY:
PURCHASES AUDIENCE
CAMPAIGN
• Important Notes: CPM Bidding. ON & OFF

Amazon Placement. Targeting Shoppers who have
not purchased from you in 365 days.
• GOAL: Retarget Shoppers who have previously

purchased your product
• CAMPAIGN NAME: PPCE- PURCHASES-

Identifier - ACoS%
• PORTFOLIO: Yes
• AUDIENCES: Purchases
• PRODUCTS: All. Great for Consumables.
115
PRODUCT TARGETING
DISCOVERY Campaigns
Why Should I Care?
Find new audiences by targeting categories with this premium

ad real estate located right below the buy box!
116
SPONSORED DISPLAY: PAT
DISCOVERY CAMPAIGN
117
DISCOVERY CAMPAIGN
• Important Notes: CPC Bidding. ON Amazon

Placement.
• GOAL: Showcase your product to a wider

audience with premium product detail page
real estate
• CAMPAIGN NAME: PPCE- SDPATDISC -

Identifier - ACoS%
• PORTFOLIO: Yes
• AUDIENCES: PAT Targeting. Relevant

Categories/No refinement. ASINS
• PRODUCTS: Each product should have it’s

own campaign.
118
PRODUCT TARGETING ACOS

SCRAPING CAMPAIGNS
Why Should I Care?
Use the winning ASINS from previous campaigns to target

shoppers with this premium ad real estate!
119
SPONSORED DISPLAY: PAT ACOS
SCRAPING CAMPAIGN
120
SPONSORED DISPLAY: PAT ACOS
SCRAPING CAMPAIGN
• Important Notes: CPC Bidding. ON

Amazon Placement.
• GOAL: Target ASINS where you have a known

advantage/ previous sales.
• CAMPAIGN NAME: PPCE- SDPATSCRAPE -

Identifier - ACoS%
• PORTFOLIO: Yes
• AUDIENCES: PAT Targeting. ASINS with 3 or more

orders from Report

own campaign.
121
PRODUCT TARGETING
CATEGORY W/ REFINEMENTS
Campaigns
Why Should I Care?
Help shoppers consider your products by targeting your

competitors where you have a clear advantage!
122
CATEGORY W/ REFINEMENTS
CAMPAIGN
123
SPONSORED DISPLAY: PAT CAT
W/ REFINEMENTS CAMPAIGN

Amazon Placement.
• GOAL: Target your own brand and ASINS to

protect the sale!
• CAMPAIGN NAME: PPCE- SDBRAND -

Identifier - ACoS%
• PORTFOLIO: Yes
• AUDIENCES: PAT Targeting. Your BRAND

TARGETED or Your Own ASINs.

own campaign.
124
PRODUCT TARGETING BRAND

PROTECTION Campaigns
Why Should I Care?

loyal to you!
125
SPONSORED DISPLAY: BRAND
PROTECTION CAMPAIGN
126
SPONSORED DISPLAY: BRAND
PROTECTION CAMPAIGN

Amazon Placement.
• GOAL: Target your own brand and ASINS to

protect the sale!
• CAMPAIGN NAME: PPCE- SDBRAND -

Identifier - ACoS%
• PORTFOLIO: Yes
• AUDIENCES: PAT Targeting. Your BRAND

TARGETED or Your Own ASINs.

own campaign.
127
PRODUCT TARGETING LAUNCH

CAMPAIGNS *BONUS*
128
LAUNCH CAMPAIGN
129
LAUNCH CAMPAIGN

Amazon Placement.
• GOAL: Piggyback on your trafficked ASINS to

promote and showcase a newly launched product.
• CAMPAIGN NAME: PPCE- SDPATLAUNCH -

Identifier - ACoS%
• PORTFOLIO: Yes
• AUDIENCES: PAT Targeting. Target Your Highly

Trafficked ASINS!

own campaign.
130
Do You Want Us to
Manage Your Amazon
Advertising for You?
"Our ACoS has gone down overall, our campaigns have become much more profitable,
and our organic sales have increased quite a bit as well."
- Marcie, Entourage Client
We offer done-for-you Amazon PPC management so you can spend
more time growing your buisness while we focus on increasing your
advertising profits
Free Up Your Time So You Can Grow Other Parts of Your Business
Our Holistic Approach - A dedicated Team of 8 AMZ Specialists Working

on Your Behalf
Take Advantage of the Latest Strategies Before Your Competitor Does
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Amazon Ads Playbook Series v1-2

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Amazon Ads Playbook Series v1-2

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AMAZON ADS PLAYBOOK SERIES!

The Playbook Series is designed to simplify successful advertising

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Breakdown of Diﬀerent Ad Types

Learn the difference between Sponsored Product Ads, Sponsored

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Sponsored Products campaigns Sponsored Brands campaigns

Sponsored Display campaigns

Where Will My Ads Show Up?

Knowing this information will help you make better advertising

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Example Ad Placement Example Ad Placement

Keyword Launch Campaigns

Why Should I Care?

Learn how to launch a product with Amazon advertising,

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• Works Better with Several Reviews but

• Make Sure Listing is Retail Ready!

• GOAL: Get Noticed /Educate Amazon.

• CAMPAIGN NAME: PPCE- Launch- Product

• DAILY BUDGET: Min $10/Day - SET

• BIDDING STRATEGY: Fixed, Dynamic up and

• PLACEMENT MODIFIER: Top of Search!

• PRODUCTS: Best Variations!

• AD GROUP 1 NAME: Exact Launch

• KEYWORDS/TARGETS: 15 Most Relevant Launch

• INITIAL BIDS: Aggressive. Use lower bid + TOS

ASIN Launch Campaigns

A new launch strategy that promotes your ASIN on

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• Works Better with Several Reviews but

• Make Sure Listing is Retail Ready!

• GOAL: Get Noticed /Educate Amazon.

• CAMPAIGN NAME: PPCE- ASINLaunch- Product

• DAILY BUDGET: Min $10. SET

• BIDDING STRATEGY: Fixed, Dynamic up and

• PLACEMENT MODIFIER: Product Page!

• PRODUCTS: Best Variations!

• AD GROUP 1 NAME: ASIN Launch

• TARGETING: Product Targeting

• KEYWORDS/TARGETS: 15 Most Relevant

• INITIAL BIDS: Aggressive. Use lower bid + PDP

Simple Auto Campaigns

Creating Auto campaigns the right way will help to generate

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AUTO CAMPAIGN #1: No Target Speciﬁcations

• SPECIFICS: All Targeting types in one ad group

• CAMPAIGN NAME: PPCE- AutoAll- Product

• BIDDING TYPE: Dynamic Down

• DAILY BUDGET: Min $10

AUTO CAMPAIGN #1: No Target Speciﬁcations

• BIDS: Ave CPC or Less.

• PLACEMENT MODIFIERS: None

• NEGATIVE KEYWORDS: Not recommended

Auto by Targeting Group

Use this Auto strategy to better structure your auto

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AUTO CAMPAIGN #2: One Campaign Per Targeting Group

• GOAL: Discovery. Good for Best ASINS.

• SPECIFICS: One Campaign Per Targeting Group

• CAMPAIGN NAME: PPCE- Auto- identiﬁer - Tar

• BIDDING TYPE: Dynamic Down

• DAILY BUDGET: Min $10