What comes next

Once the basics run every week, the next step is more structure, added only when a product has the sales volume to justify it. Complex structures without the data to feed them just split your clicks thinner.

That’s what the Advanced course covers.

• Splitting auto campaigns by target group (close match, loose match, substitutes, complements), so each gets its own bids and placement adjustments.
• Lottery campaigns. Your whole catalog in one campaign at low bids, to catch cheap sales.
• Category campaigns, to find new product targets.
• Search term ASIN targeting (STAT). Targeting the products that rank at the top for a search, often cheaper than bidding on the search itself.
• Brand defense. Your ads on your own product pages, so a competitor’s ad isn’t the one there.
• Single keyword campaigns, for your best keywords, so placement adjustments and bidding strategy apply to one keyword at a time.
• Moving keywords between match types to find new variations, then bringing the winners back to exact.
• Branded and non-branded traffic, and why mixing them hides how the ads really perform. The branded vs non-branded ACOS tool splits them for you now.
• TACOS, total ad spend against total sales, to see whether the ads are feeding the organic side. Try the TACOS calculator.