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Amazon Ads Fundamentals

This is the course I wish I'd had when I started running Amazon ads. It covers how campaigns actually work, which numbers to trust, how much data you need before you change something, and the handful of optimizations that do most of the work every week.

By Cameron Scot, founder of Merch Jar

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11 lessons · about 22 minutes · free, no email needed

Lessons

  1. 1 Why advertise on Amazon How sales velocity drives ranking on Amazon, why ads keep that loop moving, and the test-and-adjust habit the rest of the course builds on. 2 min read
  2. 2 Search terms and keywords The difference between what shoppers search and what you bid on, how exact, phrase and broad match work, negative keywords and indexing. 1 min read
  3. 3 How a campaign is built Campaigns, ad groups, targets, ads and search terms, why their data doesn't connect, and the four placements your ads compete for. 2 min read
  4. 4 Placement adjustments and bidding strategies The two campaign settings that change every bid in a campaign, and how they stack into the price you actually pay. 2 min read
  5. 5 Which numbers to trust ACOS first, then clicks, then impressions, and how to set a target ACOS from your break-even margin. 2 min read
  6. 6 How much data before you decide How many orders before a bid change, how many clicks before you pause or negate, and which date range to look at. 2 min read
  7. 7 Your first campaigns A starter structure: an auto campaign to find searches, a manual campaign to test them, starting bids, budgets and names you can read later. 2 min read
  8. 8 The weekly optimizations Eight rules for every week: raise and lower bids, get impressions, pause targets, negate and promote search terms, adjust placements and pause products. 4 min read
  9. 9 Advertising books on KDP Blended ACOS for authors: counting page-read royalties, reads after the 14-day window, and series read-through. 3 min read
  10. 10 What comes next The structures that come after the basics, and when a product has the data to justify them. 1 min read
  11. 11 Running these rules every day How the weekly rules map to Merch Jar Library templates that run daily, saved switched off until you turn them on. 1 min read

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