The Sellics PPC Manager helps you optimize your campaigns in order to minimize costs while increasing sales. 

However, before getting started with your PPC efforts, you should be crystal clear on your strategy so you can set up your campaigns accordingly. For example, you need to know if you want to run automatic or manual campaigns, and which match type to choose for your keywords.

These blog posts are a great starting point for setting up a PPC strategy:

Beginners Guide to Amazon sponsored products

How should I structure my ad campaign?

Guide to campaign setup

Once you know your strategy, you can start setting up and optimizing campaigns. Select the PPC manager in your Sellics menu, and click on ‘Optimize’.

Start a new campaign

To start a new campaign, click on the green ‘Create a campaign button’. The following window opens:

You can now see why it is important to know exactly what kind of campaign you want to set up, and what your strategy is. Already in the first step of setting up a new PPC campaign, you have to decide on the type and budget. The blog posts at the start of the post will help you do that.

Important: Make sure to give your campaign strategic and descriptive names. That makes managing them in the future significantly easier! For example, you can include the campaign type, match type or product focus.

Next, you create the ad group. As before, make sure to use a descriptive name that tells you straight away what the ad group is about. Then, select the products you want to add to the group, select your target ACoS (if you want), and set your default bid.

Next, the PPC manager will ask you to select relevant keywords for your ad group.

Research relevant keywords

There are three ways you can do keyword research for your PPC campaign in Sellics. 

Suggestions from the Sellics PPC Manager

When setting up a new campaign, the PPC Manager will give your keyword suggestions:

Suggestions are done based on the products you selected, or you can enter a relevant keyword and the PPC Manager will suggest related keywords. 

PPC Keyword Research with Sonar

You can also add keywords manually by clicking on the green ‘+’ on the right-hand side. This is a good option if you want to do extensive PPC keyword research with Sonar beforehand. 

Sonar is our free keyword research tool that can help you build a comprehensive list of PPC keywords. The tool helps you with finding:

  • Short-tail keywords
  • Long-tail keywords
  • Competitor’s keywords (reverse ASIN search)
  • International keywords for other marketplaces.

Click here to read how to do PPC keyword research with Sonar.

Once you added keywords to your ad group, you can adjust the individual bid as well as match type.

Let the automatic campaign do keyword research for you

Setting up an automatic campaign for your target product/products is a great way to test which keywords are lucrative and which ones aren’t. Let the campaign run for a few days/weeks and track which keywords get the most clicks and sales. These are the ones you can then move into a manual campaign (add them with the green ‘+’ button) for closer control and targeting. 

You can now create your campaigns.

Analyze campaign performance

PPC campaign optimization requires patience. As a rule of thumb, we usually recommend that you let your campaign run for at least 2 weeks before you start to assess its performance and make adjustments. This is because it takes a little bit of time to collect meaningful data on which you can base your optimization decisions.

What you can do now, however, is pick your success KPIs.

Reduce the cost of your campaign

Once your campaign has been running for a while, you can start tweaking it to achieve maximum results. 

The first step is to trim excess fat:

  • Reduce bids for low-performing keywords
  • Add negative keywords

In general, it's best to start with lowering your bids when a keyword doesn’t perform. Only once a keyword doesn’t generate any sales or proves completely irrelevant for your product should you set it to negative.

Reduce bids for low-performing keywords

  1. Select the relevant ad campaign in your ‘Optimize’ interface
  2. Select the ad group you want to optimize
  3. In the keyword tab, you can adjust individual keyword bids.
  4. By selecting multiple keywords/targets, you can bulk edit your bids.

Add negative keywords

  1. Select the relevant ad campaign in your ‘Optimize’ interface
  2. Select the ad group you want to optimize
  3. In the keyword tab, select the keywords you want to set to negative by ticking the box at the start of each row. 
  4. Select the ‘Action’ drop-down menu and click on ‘Add to negative’.

Optimize campaign structure to increase sales

The other side of the optimization coin is increasing sales. You can do this by:

  • Increase bids for lucrative keywords
  • Move keywords between ad groups to increase effectiveness and targeting
  • Add moved keywords to negative keywords

Increase bids for lucrative keywords

  1. Select the relevant ad campaign in your ‘Optimize’ interface
  2. Select the ad group you want to optimize
  3. In the keyword tab, you can adjust individual keyword bids or bulk edit bids by selecting multiple keywords/targets and choose the action 'Change Bid' from the Action Drop-Down Menu.

Move keywords between ad groups to increase effectiveness and targeting

In the relevant ad group, select the keywords you want to move to a different group and tick the little box at the start of the row.

Then click on the ‘Actions’ drop-down menu and select ‘Copy to Ad Group’.

Add moved keywords to negative keywords

Once you have moved keywords to a new ad group make sure to set them to negative keywords in the old campaign to avoid overlap.


Managing and continuously optimizing all your PPC campaigns is very time-intensive. With the Sellics automatic bid management, the PPC Manager makes smart adjustments for you to achieve maximum results.

Learn how to start automizing your PPC campaigns. 

You may also want to make use of our "Placements" feature to get the most out of your bids. Learn how to leverage PPC Placements data.


Note: Reading lots of text isn’t your thing? Watch our Tutorial instead:

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