PPC

Poorly configured negative keyword rules can block valuable paid search traffic. Learn what Amazon documents, what remains uncertain about organic rank, and how to audit automation.

Evaluate branded PPC using competitor visibility, attributed sales, and controlled contribution tests rather than ROAS alone.

Calculate PPC test budgets from explicit CPC, conversion, margin, and loss-limit assumptions instead of unsourced category benchmarks.

Calculate contribution on consistent units and periods, reconcile actual costs, and distinguish ad efficiency from net profit.

Audit DSP attribution scope and view eligibility, reconcile revenue definitions, and separate MER from causal lift.

Use match types and negatives for deliberate control, with current matching rules and measured economics rather than universal campaign formulas.