#485 - Amazon PPC Extreme Makeover Workshop

In this episode, we audit the Project X Amazon ads account's bidding rules, keyword harvesting, placements, dayparting, AMC audiences, and retargeting to lift profit.

 

Bradley goes live from London for an “Amazon Ads Account Extreme Makeover Workshop,” bringing in PPC expert Vincenzo Toscano of Ecomcy to audit Helium 10’s real Project X Amazon Ads account. The twist: Project X has been run more like a testing playground than a growth-focused brand, so while it’s still producing sales, there’s a long list of modern PPC levers that haven’t been fully pulled. Together, they break down what’s working, what’s outdated, and what changes could quickly improve both sales efficiency and profitability.

 

We begin with Bradley’s rule-based PPC management within Helium 10 Ads, utilizing ACoS “bands” to incrementally adjust bids, pausing targets with repeated non-performance, and establishing keyword harvesting rules to transfer proven search terms into high-performing campaigns. Vincenzo confirms the logic and adds key guardrails: add minimum click/spend thresholds before rules fire, keep campaigns tight, and avoid overreacting to small data. They also dig into keyword harvesting best practices, why immediate search term isolation can backfire, and why conversion rate benchmarks matter (because you can’t “pay your way” into a keyword if your listing can’t convert).

 

From there, the makeover focuses on high-impact upgrades, including dayparting and budget scheduling based on historical performance, placement optimization (top of search vs. product pages), and why placements become far more powerful once you transition to single-keyword campaigns. Vincenzo then highlights the biggest “new-school” opportunity, Amazon Marketing Cloud (AMC) audiences, so you can bid more aggressively only when shoppers match high-intent behaviors (like past purchasers or add-to-cart users). The episode concludes with actionable advice on Sponsored Display retargeting, refreshing video creatives to prevent burnout, utilizing storefront landing pages to minimize competitor distraction, and a plan to implement changes on Project X and report back with tangible results.

In episode 485 of the AM/PM Podcast, Bradley and Vincenzo discuss:

• 00:00 - Introduction
• 02:03 - Project X Account Backstory And Purpose
• 06:39 - ACoS Bid Rules And Logic
• 09:47 - Minimum Click Thresholds Recommended
• 13:36 - Keyword Harvesting Rules And Flow
• 15:24 - Keep Five Keywords Per Campaign
• 17:12 - Avoid Search Term Isolation
• 19:52 - Dayparting And Budget Scheduling Tips
• 22:33 - Placement Optimization Quick Wins
• 31:42 - Amazon Marketing Cloud Audience Targeting
• 40:04 - Sponsored Display Defense And Retargeting
• 52:22 - When To Use Product Video Ads