Having a solid Amazon PPC optimization workflow is a very good way to earn consistent results across all your campaigns.
All advertisers are familiar with the kinds of checks and tweaks they have to perform so that ad campaigns remain profitable and reach the desired results. But it is a balance.
Checking spend once a month, for example, is guaranteed to fail in most accounts. Meanwhile, adjusting bids daily can be detrimental as you’re not letting data mature.
All decisions regarding ad campaigns should be supported by a healthy amount of data. To reach that, you must know exactly what to do on a daily, weekly or biweekly and monthly basis. This article will explain exactly how we at BellaVix optimize campaigns for our clients.
1. Amazon PPC Daily Optimization Tasks
We check on Amazon ad campaigns(opens in new tab) every single day.
The daily check is high-level across all accounts. This means we don’t go deep into optimization unless it is necessary.
Basically, the main purpose is to catch any issues sooner rather than later, before they escalate into lost spend.
You should not perform big adjustments to the campaigns daily. One day of data is rarely enough to tell you anything. You need to wait and gather more before you make an informed decision regarding bid adjustments or keyword targeting.
Daily checks (opens in new tab) are for looking for unexpected surprises or problems that appeared since you off boarded the previous evening. This takes minutes when nothing is wrong.
Issues that are typically caught through a daily check:
Failed Payments
Weirdly enough, the most common daily issues revolve around failed payments, expired credit cards, or accounts hitting their credit limit.
A failed payment stops all advertising. Amazon does tell you, with a big banner at the top of the ads console, but only if someone logs in to see it.
Traffic and Buy Box monitoring
Monitor traffic to see if any products lost the Featured Offer(opens in new tab). That usually happens because the product ran out of stock, or because a competitor dropped their price.
The clearest red flag is a campaign that completely stops generating impressions and drops to zero. When impressions collapse like this, check the Buy Box before you check anything else.
Performance trend and anomaly tracking
You may also encounter a sudden ACOS spike(opens in new tab), something like a 20% to 30% increase on an otherwise regular day.
The instinct is to panic and jump straight into bid optimization. Before doing anything like that, step back and investigate the cause first.
A common one: a top competitor dropped their prices, so customers still clicked your listing, compared, and then bought from the competitor through their product page ads. Your clicks stayed the same, but your orders dropped. Cutting bids would not have fixed that.
Sudden Spikes in Spend
Cross-reference spending against the account’s media plan. If the monthly budget is $10,000, daily spend should sit around $300.
If the daily check shows a 100% spike, say $500 or $600 spent yesterday, you need to investigate and work out how to bring spending down for the remainder of the month so you do not drastically surpass the target. Two or three unnoticed days like that and you´re risking the budget of the whole month.
2. Weekly Amazon PPC optimization (or Biweekly)
Weekly optimizations go into a bit more detail than the daily check. This is the work that keeps the account aligned with its targets. In weekly optimization, you usually go for:
Bid adjustments
Run bid optimizations(opens in new tab) across keywords and targets on a weekly cycle. By this point you have seven days of data, which is usually enough to make decisions.
Placement modifiers
Adjust bids for specific placements: Top of Search versus Rest of Search versus Product Pages versus Amazon Business.
If you see a keyword has potential (a decent number of conversions with a relatively low ACOS), you can always pull that keyword out into its own campaign so you can better direct spend toward the specific positions where it converts.
Do this with keywords that have real potential to convert at a low ACOS but are not quite there yet. Keep in mind you cannot do this with every single keyword. You would end up managing hundreds of campaigns.
The 30% to 35% ACOS Myth
In various articles and content concerning Amazon advertising, you will see the belief that a good-performing account should be doing 30% to 35% ACOS. But that is not set in stone. Certain categories operate at a much higher ACOS to sustain their organic ranking push.
Isolating a keyword to a campaign on its own is useful in different scenarios.
For example, sometimes you want the organic position that a keyword brings, even though it doesn’t bring many conversions. In extremely competitive categories like Supplements, sellers need every organic push they can get.
If you decide the organic ranking is worth it, you can run that single keyword campaign at a much higher ACOS. The idea is to pump money into that keyword to push the product into a top position, ideally where it generates a large volume of organic sales.
Budget reallocation
On a weekly basis, we evaluate budgets across campaigns and move them where they are needed the most.
If a well-performing keyword is limited by your current budget, ask yourself what you can cut elsewhere to redirect that spend into the working targets. Do this week after week and you will have the most efficient campaigns possible.
Testing across campaign types
If a keyword is performing well in Sponsored Products (opens in new tab), test it in Sponsored Brands(opens in new tab) too. The point of any Amazon PPC optimization workflow is to figure out how to capture as much of the traffic as you can.
3. Monthly Amazon Advertising Review
Monthly checks are much more detailed.
Search Terms Report Analysis
Run a deeper analysis across Amazon’s Search Term report(opens in new tab). Look for:
- Converting keywords that are currently with too little spend
- Non-converting keywords that are increasing your wasted spend
- Non-converting keywords with lots of impressions or clicks that could carry organic traffic.
Besides Amazon’s reports, you can always use third-party tools like AdLabs to perform your monthly checks.
One disadvantage of Amazon’s reports is that they can only show you historical data up to 3 months prior. Nothing else. To have data for the whole year, many sellers save data from these reports every three months.
With AdLabs connected to the account, you get two years of history immediately, and that keeps stacking past three years.
For keywords wasting spend, set the Search Term view to Not Actively Targeted and filter Sales to $0.00, then sort by spend. The screenshot below covers 90 days: 12,319 clicks, $38,450 spent, zero orders.
To look for terms that do have conversions, but are poor at that, filter by Keep Not Actively Targeted and sort by ACOS descending instead:
These are the keywords you have to decide if they are worth holding on to because of the organic traffic they might bring in.
For harvesting keywords with potential, keep Not Actively Targeted and add an ACOS filter under 30%.
What is left is a list of search terms your campaigns are already winning through broad and auto matches, converting at a profitable rate, but that have no dedicated keyword or target behind them. Those are the ones to pull into their own ad groups.
Dayparting bids
Pull the last 30 days and analyze if performance improves during certain timeframes across the day
If a timeframe is not converting at all, reduce bids there. If you find an efficient converting window, push bids 15% to 20% higher for that window alone.
Conclusion
An effective Amazon PPC optimization workflow is built on consistent daily, weekly & monthly checks that catch any issues before they become expensive. Following a structured schedule ensures every decision is based on data, leading to more efficient campaigns and better long-term results.
There’s no set rule for this. Every advertiser has its own needs and preferences. Choose a workflow that fits yours perfectly.
Frequently Asked Questions About Amazon Optimization Workflow (FAQs)
How often should I optimize Amazon PPC campaigns?
Perform quick account checks daily, make bid and budget adjustments weekly or biweekly, and conduct a detailed performance review every month.
Should I adjust Amazon ad campaign bids daily?
No. One day of data is usually not enough to justify bid changes. Daily checks should focus on identifying issues, not making major optimizations.
What should I check during a daily PPC review?
Look for failed payments, lost Featured Offer, unusual ACOS changes, and unexpected increases in ad spend.
Why are monthly PPC reviews important?
Monthly reviews help identify wasted spend, analyze search term performance to discover new keyword opportunities or wasted spend and refine long-term campaign strategy.
Can a high ACOS ever be acceptable?
Yes. Some highly competitive categories require a higher ACOS to improve organic rankings or support visibility goals.
Is Your Amazon PPC Workflow Costing You Sales?
Successful Amazon advertising isn’t about making constant changes. It’s about knowing what to optimize, when to optimize it, and why. A structured PPC workflow helps prevent wasted spend, uncover growth opportunities, and keep your campaigns moving toward your goals.
If you’re not sure whether your current process is leaving money on the table, we’re here to help. Fill out the form below, and one of our Amazon advertising specialists will review your account, identify opportunities for improvement, and share actionable recommendations tailored to your business.
Complete the form below to schedule your free strategy call and build a smarter Amazon PPC workflow.