## 1. PURPOSE Produce a weekly, documented search-term optimization that removes inefficient spend and promotes proven converting search terms into exact-match winners. ## 2. OWNER AND TRIGGER **Owner:** Junior PPC Specialist **Trigger:** Every Monday morning. ## 3. BEFORE YOU START - [ ] Amazon Ads Console access is active. - [ ] Access the correct Amazon advertising account. - [ ] Confirm the account’s target CPA and ACoS targets. - [ ] Open the account’s PPC tracking sheet. - [ ] Locate the Search Term Report area. - [ ] Locate the Change Log tab. - [ ] Confirm which campaigns launched within the last 14 days. ## 4. STEPS 1. Open the Amazon Ads Console for the account being reviewed. 2. Open the Search Term Report. 3. Set the report period to the last 30 days. 4. Use the last 14 days instead when the account is new. 5. Download the Search Term Report. 6. Import the report into the PPC tracking sheet. 7. Sort search terms by spend in descending order. 8. Identify terms with zero orders and spend exceeding approximately 2× target CPA. 9. Exclude terms from consideration if their campaign launched within the last 14 days. 10. Add qualifying inefficient terms as exact negatives at ad-group level. 11. Use a campaign-level negative when the term appears across the campaign. 12. Identify terms with at least 2 orders and ACoS below target. 13. Add qualifying winner terms as exact keywords in the Winners campaign. 14. Set each new winner keyword bid to its CPC plus approximately 10%. 15. Record every negative and winner change in the Change Log tab. 16. Enter the date for every recorded change. 17. Review the Change Log for missing entries. ## 5. DECISION POINTS | Condition | Action | |---|---| | Account is new | Use the 14-day report period instead of 30 days. | | Campaign launched within the last 14 days | Do not negate terms from that campaign. | | Zero orders and spend exceeds approximately 2× target CPA | Add an exact negative. | | Inefficient term appears only within one ad group | Apply the negative at ad-group level. | | Inefficient term appears across the campaign | Apply the negative at campaign level. | | At least 2 orders and ACoS is below target | Add the term as an exact keyword in Winners. | | Term does not meet winner criteria | Do not move it to Winners. | | Placement multiplier review is requested | Handle placement multipliers monthly rather than during this weekly process. | ## 6. DONE LOOKS LIKE The report is loaded into the tracking sheet, qualifying inefficient terms are negated, qualifying winners are added, and every change is dated in the **Change Log** tab. ## 7. WHEN IT GOES WRONG 1. **Wrong report period:** Check whether the account is new; use 14 days for new accounts and 30 days otherwise. 2. **New campaign gets negatives:** Check campaign launch dates; remove the negative if the campaign is under 14 days old. 3. **Change is undocumented:** Compare implemented changes against the Change Log; record any missing change with its date. ## 8. GAPS - What exact definition makes an account “new” for purposes of using the 14-day report? - What exact spend threshold should replace “approximately 2× target CPA”? - Where is the authoritative target CPA recorded? - Where is the authoritative ACoS target recorded? - What does “showing up everywhere” mean before applying a campaign-level negative? - Should existing exact keywords be excluded from the Winners promotion process? - What should happen when a winner already exists in another campaign? - Should the winner bid use reported CPC, or another CPC metric? - Should the 10% CPC increase have a maximum bid cap? - How should the specialist handle fractional CPC or bid increments? - What should happen when a search term qualifies as both an inefficient term and a winner under different calculations? - Which campaign is the designated Winners campaign if multiple Winners campaigns exist? - Should placement multipliers be reviewed or changed at all during this weekly process? - What monthly procedure governs placement multiplier review? - Who approves changes before the junior PPC specialist implements them?