PPC Playbook
Learn what your Amazon PPC numbers mean.
Seven practical lessons on product margins, search terms, bids and reporting. Each gives you a worked example, a published case to examine and a free tool to try with your own numbers.
Start with lesson 1Start here
Work through the lessons.
Published lessons are ready to read. The rest arrive on Tuesday mornings, starting at 9:05 AM Eastern. Begin with lesson 1 and work through every published lesson at your own pace.
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Lesson 1 · Available now
Find the ACoS your product can afford
Accompanying tool: Catalog Profit Check
Read lesson 1 → -
Lesson 2 · Planned
Find the products hidden by your blended ACoS
Accompanying tool: Catalog Profit Check
Coming soon -
Lesson 3 · Planned
Give search terms a fair test before adding negatives
Accompanying tool: When to Negate
Coming soon -
Lesson 4 · Planned
Choose search terms for an exact-match test
Accompanying tool: Harvest Readiness
Coming soon -
Lesson 5 · Planned
Set placement adjustments from what clicks are worth
Accompanying tool: Placement Bid Calculator
Coming soon -
Lesson 6 · Planned
Explain an ACoS change before changing bids
Accompanying tool: ACoS Change Explainer
Coming soon -
Lesson 7 · Planned
Check what your Amazon sales reports actually count
Accompanying tool: Amazon Report Mismatch Checker
Coming soon
Try the numbers
Use the tools as you learn.
The lessons explain the decision. The calculators let you apply it to your own products and reports. Each tool includes its formulas and limits.
Explore the seven free tools →Need to look behind a report total?
Search Term Report Checker helps you inspect the search terms behind the numbers used in the lessons.
See the work in context
Read the published case studies for account snapshots, workflows and the limits of the evidence.