Amazon PPC optimization:
Lower ad spend, more sales.
The Ads Optimizer handles your Amazon PPC optimization and steers your Amazon advertising by your target ACoS. Sellercore keeps checking your bids, adopts good search terms, excludes expensive ones and schedules your ad hours. You see every change with its reason.
Ad spend keeps rising, but many clicks bring no sales. Hardly anyone manages to look after bids and search terms by hand every day.
The Ads Optimizer adjusts bids to your target ACoS, adopts good search terms, excludes expensive ones and steers bids by time of day.
Your ad budget flows into the search terms that sell, and you see every change with its reason.
- you run Sponsored Products, Brands or Display.
- your ACoS is higher than it should be.
- you lack the time for daily bid management.
Bids, search terms, ad hours.
Three levers decide your ACoS. Sellercore works all three, within the limits you set.
Bids
Every bid is checked against your target ACoS, competitor click costs and the time of day. Adjustments are made in €0.01 steps, never more than ±10% per cycle.
Search terms
Profitable search terms move into Exact campaigns, search terms that only cost money are set as negatives. Your campaign structure grows with your range.
Ad hours
A bid multiplier per weekday and hour: more during buying times, less in time windows without sales. 168 fields, one per hour.
Learn from auto campaigns, scale in Exact.
Automatic and broad campaigns show you which search queries customers actually buy with. Sellercore evaluates these search terms, adopts the good ones as Exact keywords and sets the ones that only cost clicks as negatives.
- Candidates from auto and broad campaigns, with sales and costs
- Negative keywords one at a time or for many search terms at once
- Keyword cascade across Broad, Phrase and Exact, so your campaigns do not compete with each other
Advertise when people buy.
With dayparting you set how hard to bid for every hour of the week, from 0× to 1.5×. If you like, Sellercore suggests the schedule based on your sales data. A heatmap shows you when your advertising sells.
- Bid multiplier per hour and weekday
- Lower bids in time windows without sales
- Suggestions based on your data, per marketplace
Every change with a reason.
The history shows what the Ads Agent changed, when and why: bids, structure and search terms, each with its trigger and status. That way you can check at any time what is happening in your account.
- Bid and structure changes
- Agent actions with their rationale
- Successful or failed at a glance
More than bidding.
Everything you do in the Ads Optimizer with a click, you can also ask Sellercore to do by chat.
Events and boosts
Boost campaigns for Prime Day, Black Friday or your own promotions. A boost is reset automatically afterwards.
Automation rules
Your own rules with filters, for example for all campaigns with a certain name. The agent runs them regularly.
Competitor tracking
Keep an eye on competitor ASINs on your search terms, with history.
Portfolios and targets
Manage targets and settings per portfolio instead of campaign by campaign.
Keyword suggestions
New search terms from your data, created as a cascade across the match types.
Campaign structure
Your campaigns at a glance, including the places where you compete with yourself.
Create campaigns
Create new campaigns and change many campaigns at once, including single-keyword campaigns.
Performance per product
Ad performance per ASIN, campaign and marketplace, with metrics such as ACoS, ROAS, CPC and conversion rate.
Weekly AI report
A weekly analysis of your advertising with recommendations, by email.
When the Ads Optimizer takes work off your hands.
Sellercore shows you the search terms and keywords that cost money without selling and suggests setting them as negatives.
With an event or boost you raise bids and budget in a targeted way. Afterwards everything returns to normal automatically.
Dayparting lowers bids in time windows without sales and strengthens them during the hours when your customers buy.
The structure overview shows where you are competing with yourself. With negative keywords you separate the campaigns cleanly.
From the Professional plan.
The Ads Optimizer is included from the Professional plan. On top comes a share of your ad sales, with a lower share on the Enterprise plan.
| Seller | Professional | Enterprise | |
|---|---|---|---|
| Ads Optimizer | – | ||
| Ads fee | – | 1.9% | 1.5% |
| Amazon accounts | 1 | 3 | 5 |
| Price per month | €79 | €249 | On request |
All prices exclude VAT. Professional: €249 per month plus 1.9% of ad sales. Full details on the pricing page.
Also by chat in Claude and ChatGPT.
Everything on this page also works in your AI chat, through the Amazon Seller MCP connector. For example:
Which search terms only cost money in the last 30 days?
get_ads_search_termsAdd these search terms as negatives in all campaigns.
negate_ads_search_terms_bulkSuggest a dayparting schedule for my coffee grinder campaigns.
suggest_ads_daypartingExamples. The AI picks the right tool itself. Write actions are marked so you can check them first.
How to connect Claude or ChatGPTHow your trial works.
You set the target ACoS and budget limits. Bids change in small steps, and every change is logged with its reason.
- 1Create your accountNo credit card, in a few minutes.
- 2Connect AmazonVia the official API. You see your first data within minutes.
- 3Get startedAmazon transfers all your data within up to 24 hours. After that you work with every feature.
- 4After 14 daysThe trial ends automatically. There is nothing to cancel.
Prefer a guided start? Book a call: in 30 minutes on Google Meet we walk you through the app and answer your questions.
Amazon PPC optimization
How Amazon advertising works, which metrics count and how to steer your campaigns so they bring in profit instead of burning budget.
How Amazon PPC works
Amazon advertising works on the pay-per-click principle, PPC for short. You only pay when someone clicks on your ad. How much a click costs is decided by an auction: several advertisers bid on the same search term or the same product, and your bid sets the maximum you are willing to pay.
There are three ad formats for sellers:
- Sponsored Products promote individual products in search results and on product pages. For most sellers they are the most important channel.
- Sponsored Brands show your brand logo, a headline and several products or a video. For this you need Amazon Brand Registry.
- Sponsored Display reaches customers through product and audience targeting, also away from the search results.
The article Amazon Pay Per Click Advertising explains how to build profitable campaigns from scratch.
ACoS, TACoS and ROAS explained
Three metrics determine whether your advertising works:
- ACoS (Advertising Cost of Sales) puts your advertising costs in relation to the revenue from advertising. €20 in costs with €100 in ad revenue gives an ACoS of 20%.
- TACoS (Total ACoS) puts your advertising costs in relation to your total revenue, including organic sales. If your TACoS falls while your ACoS stays the same, your business is also growing without advertising.
- ROAS (Return on Ad Spend) is the inverse of ACoS. An ACoS of 20% corresponds to a ROAS of 5: every euro spent on advertising brings in €5 in revenue.
A low ACoS is not automatically good. If you only bid on terms with a very low ACoS, you often give away revenue and visibility. What matters is whether advertising is profitable overall and whether your total revenue grows.
What is a good ACoS?
There is no universally good ACoS. Your margin sets the limit. The break-even ACoS equals your margin before advertising costs. If your ACoS is above it, every ad sale costs you money.
Example values, the same as in the repricer guide. Your values depend on category, size, weight and cost price.
In this example an ad sale pays off up to an ACoS of about 16.6%. During the launch phase of a new product a higher ACoS can still make sense, because sales strengthen the organic ranking. For established products you usually set your target below the break-even value. You can see how much a product really earns after advertising in the Profit Dashboard.
Run it with your own numbers. The calculator shows your break-even ACoS and whether your current ACoS is profitable.
Up to this ACoS an ad-driven sale is still profitable.
Simplified example without returns and storage fees. ACoS refers to gross ad-attributed sales. Not tax advice.
Campaign structure and match types
A clean structure is the foundation of any PPC optimization. The proven route goes from broad to exact:
- Automatic campaigns: Amazon chooses the search terms itself. They are well suited to discovering new terms.
- Broad and Phrase: your keywords also trigger on related search queries, or when the phrase is contained in the query.
- Exact: the ad only appears for exactly this search term and close variants. This is where you control bids most precisely.
Once a term runs in Exact, it is added as a negative in Broad and Auto. That way your campaigns do not compete with each other.
If several of your own campaigns bid on the same search query, you compete with yourself and drive up your click costs. Negative keywords separate the levels: a term that runs in Exact is excluded in Broad and Auto. If you like, Sellercore creates new keywords straight away as a cascade across all match types.
Harvesting and excluding search terms
The search term report shows which search queries customers actually typed before they clicked on your ad. This leads to two tasks:
- Adopt the winners: search terms with sales and a good ACoS go into their own campaign as Exact keywords. There you can steer them precisely.
- Exclude the losers: search terms with many clicks and no sales are set as negative keywords, so they no longer cost budget.
Done manually, this is weekly busywork in spreadsheets. Sellercore suggests the candidates and adopts them with one click or one sentence in the chat. How to find good search terms is explained in Amazon Keyword Research.
Adjusting bids the right way
Bids are the most direct lever on your ACoS. Bids that are too high burn budget, bids that are too low cost visibility. Two principles help:
- Small steps instead of jumps: Sellercore adjusts bids in €0.01 steps and never by more than ±10% per cycle. That keeps your campaigns stable and catches outliers.
- Wait for enough data: a keyword with three clicks tells you little. Decisions based on too little data lead to hectic changes.
Amazon also offers bidding strategies such as dynamic bids and adjustments for placements, for example at the top of the search results. You will find concrete tips for lowering your ACoS in Optimizing PPC Campaigns.
Is dayparting worth it for Amazon Ads?
Dayparting means steering bids by time of day and day of the week. If your customers mainly buy in the evening, it pays to bid more strongly then and less at night. Amazon itself offers only limited options for this. In Sellercore you set a bid multiplier between 0× and 1.5× for each of the 168 hours of a week, per marketplace.
The heatmap shows you whether dayparting is worth it: if there are clear differences between times of day, you save budget. If sales are spread evenly, it brings little. Sellercore suggests a schedule based on your sales data.
When is Amazon PPC software worth it?
With just a few campaigns and products you can manage well in the Amazon advertising console. The more products, campaigns and marketplaces you have, the more time bid maintenance, search term reports and negative keywords take up.
| Manually in the advertising console | With the Sellercore Ads Optimizer | |
|---|---|---|
| Adjust bids to target ACoS | Regularly by hand | Continuously, in small steps |
| Adopt and exclude search terms | Export and evaluate the report | Adopt suggestions with one click |
| Bids by time of day | Limited | Multiplier for every hour of the week |
| Prepare and reset event days | By hand before and after the promotion | Boost with automatic reset |
| Traceability | Change history per campaign | History with the reason for every change |
| Control by chat | – |
You will find more on this decision in the article Amazon PPC Automation: When Is a Tool Worth It? and on the role of AI agents in Amazon Ads Agent.
Key terms explained
- ACoS
- Advertising costs divided by ad revenue. €20 in costs with €100 in revenue gives 20%.
- TACoS
- Advertising costs divided by total revenue, including organic sales.
- ROAS
- Ad revenue divided by advertising costs, the inverse of ACoS.
- CPC
- Cost per click, resulting from the auction and your bid.
- Match type
- Defines how closely a search query must match your keyword: Broad, Phrase or Exact.
- Negative keyword
- A search term for which your ad should deliberately not appear.
- Dayparting
- Steering bids or budgets by time of day and day of the week.
- Portfolio
- A group of campaigns with shared settings and a budget framework.
Questions about the Ads Optimizer
Can I try the Ads Optimizer for free?
Yes. You can try Sellercore free for 14 days with all features, including the Ads Optimizer, no credit card needed. You see your first data within minutes, the full import takes up to 24 hours. The trial ends automatically, there is nothing to cancel. After that you choose your plan, and paid plans come with a 14-day money-back guarantee.
Do I stay in control?
Yes. You set targets such as target ACoS and budget limits. The optimizer acts within these limits, and every change is recorded in the history with its reason.
How much does the Ads Optimizer cost?
The Ads Optimizer is included from the Professional plan at €249 per month, plus 1.9% of ad sales. On the Enterprise plan it is 1.5%, and that plan is available on request. All prices exclude VAT.
What does the Ads Optimizer do?
It steers your Amazon PPC campaigns: bids are continuously adjusted to your target ACoS, good search terms are adopted as Exact, expensive ones are excluded and ad hours are scheduled with dayparting.
How does the Ads Optimizer lower my ACoS?
It lowers bids where clicks are too expensive, excludes search terms that only cost money and shifts bids to the times when your customers buy. All within your limits.
How much does the Ads Optimizer change my bids?
In €0.01 steps and never by more than ±10% per cycle. That keeps your campaigns stable.
Which campaign types does it work with?
Sponsored Products, Sponsored Brands and Sponsored Display on all supported Amazon marketplaces.
What is a good ACoS?
That depends on your margin. If your ACoS is above your margin before advertising costs, the break-even ACoS, every ad sale costs you money. You will find a worked example in the guide above.
What is the difference between ACoS and TACoS?
ACoS relates advertising costs to ad revenue, TACoS to your total revenue. TACoS shows whether advertising helps your business grow overall.
Can I control advertising by time of day?
Yes. With dayparting you set a bid multiplier between 0× and 1.5× for every hour of the week, per marketplace. If you like, Sellercore suggests a schedule.
Can I control the Ads Optimizer by chat?
Yes. You can also ask Sellercore by chat to handle campaigns, keywords, negative keywords, dayparting, events and boosts, in the Sellercore app or via the Amazon Seller MCP in Claude.
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Set your target ACoS. Sellercore does the rest.
No credit card, connected to Amazon in a few minutes.