amazon-ppc-campaign
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ChineseAmazon PPC Campaign Optimization 📢
Amazon PPC广告系列优化 📢
Build profitable PPC campaign structures from scratch, or audit and optimize existing campaigns with data-driven bid adjustments. No API key — works out of the box.
从零开始构建盈利的PPC广告系列结构，或通过数据驱动的出价调整审核并优化现有广告系列。无需API密钥，开箱即用。
Installation
安装
bash
npx skills add nexscope-ai/Amazon-Skills --skill amazon-ppc -gbash
npx skills add nexscope-ai/Amazon-Skills --skill amazon-ppc -gTwo Modes
两种模式
| Mode | When to Use | Input | Output |
|---|---|---|---|
| A — Build | Launching PPC for a new product | Product info + keywords + margins | Complete campaign blueprint + keyword groupings + initial bids |
| B — Optimize | Improving existing campaigns | Campaign data + search term reports + current ACoS | Optimization plan + bid adjustments + negative keyword list |
| 模式 | 适用场景 | 输入内容 | 输出内容 |
|---|---|---|---|
| A — 构建 | 为新产品启动PPC广告 | 产品信息 + 关键词 + 利润空间 | 完整广告系列蓝图 + 关键词分组 + 初始出价 |
| B — 优化 | 提升现有广告系列效果 | 广告系列数据 + 搜索词报告 + 当前ACoS | 优化方案 + 出价调整 + 否定关键词列表 |
Capabilities
核心功能
- ACoS financial framework: Calculate break-even ACoS, target ACoS, and Max CPC from product margins — the foundation for every bid decision
- Campaign architecture design: Build a structured Auto → Broad → Exact funnel with proper negative keyword isolation between campaigns
- Keyword grouping: Organize keywords into campaign buckets with match types and initial bids based on confidence level
- Bid optimization: Apply ACoS-based bid adjustment rules using industry-standard formulas (cut/increase by percentage based on ACoS range)
- Keyword funnel analysis: Identify migration opportunities (Auto→Broad→Exact) and wasted spend (high-click zero-sale terms)
- Negative keyword management: Generate seed lists (cross-campaign, irrelevant terms, generic waste modifiers) and ongoing additions from search term data
- Search term report analysis: Parse user-provided campaign data to find profitable terms, wasteful terms, and optimization gaps
- Competitor ASIN targeting: Build product targeting campaigns aimed at competitor product pages
- Integration chain: Works with amazon-keyword-research for keyword input and amazon-listing-optimization for pre-launch listing quality checks
- ACoS财务框架：根据产品利润空间计算收支平衡ACoS、目标ACoS和最高CPC出价——这是所有出价决策的基础
- 广告系列架构设计：构建结构化的自动→广泛→精确匹配漏斗，在广告系列间实现合理的否定关键词隔离
- 关键词分组：根据置信度将关键词划分到不同广告系列桶中，匹配类型和初始出价也据此设定
- 出价优化：采用行业标准公式基于ACoS应用出价调整规则（根据ACoS区间按百分比降低/提高出价）
- 关键词漏斗分析：识别迁移机会（自动→广泛→精确匹配）和无效花费（高点击零转化词）
- 否定关键词管理：生成初始列表（跨广告系列、无关词、通用无效修饰词），并从搜索词数据中持续补充
- 搜索词报告分析：解析用户提供的广告系列数据，找出盈利词、无效词和优化缺口
- 竞品ASIN定向：构建针对竞品产品页面的商品定向广告系列
- 集成链路：可与amazon-keyword-research集成获取关键词输入，与amazon-listing-optimization集成进行上线前Listing质量检测
Usage Examples
使用示例
Mode A — Build New Campaigns
模式A — 构建新广告系列
I'm launching a portable blender on Amazon US. Price: $39.99. Product cost: $8, shipping: $3, Amazon fees: $7.50. Here are my keywords: portable blender, personal blender, smoothie maker. Build me a PPC campaign structure.Use amazon-keyword-research to find keywords for "bamboo cutting board", then build a PPC campaign structure. Product costs $6, sells for $29.99. Brand new product launch.I want to advertise my dog t-shirt (ASIN B0D72TSM62, price $5.99, cost $2). Look at competitors B0CMD17929 and B0B76519ZG, extract their keywords, and build my PPC campaigns.我要在美国亚马逊上架一款便携式搅拌机。售价：39.99美元。产品成本：8美元，运费：3美元，亚马逊费用：7.50美元。我的关键词是：portable blender, personal blender, smoothie maker。帮我构建一个PPC广告系列结构。使用amazon-keyword-research为"bamboo cutting board"搜索关键词，然后构建PPC广告系列结构。产品成本6美元，售价29.99美元。全新产品上线。我要为我的狗狗T恤（ASIN B0D72TSM62，售价5.99美元，成本2美元）投放广告。查看竞品B0CMD17929和B0B76519ZG，提取它们的关键词，然后构建我的PPC广告系列。Mode B — Optimize Existing Campaigns
模式B — 优化现有广告系列
My PPC ACoS is 58% and my target is 30%. I have 3 campaigns: Auto ($800/month, ACoS 67%), Manual Broad ($1,100, ACoS 48%), Manual Exact ($500, ACoS 33%). Product margin is 54%. Help me optimize.Here's my search term report [paste CSV data]. Break-even ACoS is 40%. Find wasted spend, tell me what to negate and what to migrate.Weekly PPC check: here are this week's search terms with clicks and sales [data]. Add negatives for 10+ clicks with no sales, move 2+ orders to Exact.我的PPC广告ACoS为58%，目标是30%。我有3个广告系列：自动广告（每月花费800美元，ACoS 67%）、手动广泛匹配（每月花费1100美元，ACoS 48%）、手动精确匹配（每月花费500美元，ACoS 33%）。产品利润率为54%。帮我优化。这是我的搜索词报告[粘贴CSV数据]。收支平衡ACoS为40%。找出无效花费，告诉我哪些词需要否定，哪些词需要迁移。每周PPC检查：这是本周的搜索词数据，包含点击量和销量[数据]。将点击量10+且零转化的词添加为否定词，将订单量2+的词迁移到精确匹配广告系列。Short Prompts Work Too
简短指令同样适用
Help me set up PPC for my product B0D72TSM62My ACoS is too high, help me fix itI want to start advertising on Amazon帮我为我的产品B0D72TSM62设置PPC广告我的ACoS太高了，帮我解决我想在亚马逊上开始投放广告How This Skill Collects Information
该工具如何收集信息
Users rarely provide everything upfront — and they don't need to. This skill follows a progressive information gathering approach:
Step 1: Extract from the prompt. Parse whatever the user already provided — ASIN, price, ACoS numbers, campaign names, keywords, etc.
Step 2: Auto-discover. If an ASIN is given, run the bundled to get price, category, BSR, and competitor context. This script handles Amazon's anti-bot protections. If the user mentions a product type without an ASIN, use to understand the market.
scripts/fetch-competitor.sh <ASIN>web_searchStep 3: Identify gaps. Compare what you have against what's needed (see the Required Information tables in Mode A Step A1 and Mode B Step B1 below). Focus on what's critical to proceed:
- Mode A critical: product costs (to calculate ACoS) + monthly ad budget (to size campaigns) + keywords or competitor ASINs (to build campaigns)
- Mode B critical: current ACoS + profit margin (to know the gap and set targets)
Step 4: One consolidated follow-up. Ask only for missing critical items — in one conversational message, not a questionnaire:
Mode A example:
"I found your product — Paiaite Dog T-Shirt, $5.99 on Amazon. To build your
campaigns, I need three things:
1. Your product cost per unit (so I can calculate your break-even ACoS)
2. Your monthly ad budget (so I can size the campaigns right)
3. Any target keywords or competitor ASINs? (Or I can research for you)"
Mode B example:
"Got it — ACoS is too high. To give you specific actions, can you share:
1. Your profit margin (or product cost, I'll calculate it)
2. Which campaigns are running and their rough ACoS?
Search term report data is a bonus but not required to start."Step 5: Use estimates when stuck. If the user can't provide something (e.g., doesn't know exact fees), use reasonable category-based estimates and clearly note the assumption. Never block progress waiting for perfect data.
用户很少会一次性提供所有信息——也没必要。本工具采用渐进式信息收集方法：
步骤1：从指令中提取信息。解析用户已提供的所有内容——ASIN、价格、ACoS数值、广告系列名称、关键词等。
步骤2：自动发现。如果提供了ASIN，运行内置的获取价格、品类、BSR和竞品背景信息。该脚本可处理亚马逊的反机器人保护机制。如果用户只提到产品类型未提供ASIN，使用了解市场情况。
scripts/fetch-competitor.sh <ASIN>web_search步骤3：识别信息缺口。将已获取的信息与所需信息进行对比（见模式A步骤A1和模式B步骤B1中的必填信息表）。重点关注关键信息：
- 模式A关键信息：产品成本（用于计算ACoS） + 月度广告预算（用于调整广告系列规模） + 关键词或竞品ASIN（用于构建广告系列）
- 模式B关键信息：当前ACoS + 利润率（了解差距并设定目标）
步骤4：一次性跟进询问。仅询问缺失的关键信息——用一段对话式的消息，而非问卷：
模式A示例：
"我找到了你的产品——Paiaite狗狗T恤，亚马逊售价5.99美元。要为你构建广告系列，我需要三个信息：
1. 单位产品成本（以便计算收支平衡ACoS）
2. 月度广告预算（以便合理调整广告系列规模）
3. 有没有目标关键词或竞品ASIN？（或者我可以帮你搜索）"
模式B示例：
"明白——你的ACoS太高了。要给你具体的优化方案，请分享：
1. 产品利润率（或者产品成本，我来计算）
2. 当前运行的广告系列及其大致ACoS？
搜索词报告数据是加分项，但不是启动优化的必需项。"步骤5：信息缺失时使用估算值。如果用户无法提供某些信息（比如不清楚具体费用），使用基于品类的合理估算值，并明确标注假设条件。绝不要因等待完美数据而停滞。
Key Concepts
核心概念
Three formulas drive every recommendation in this skill. They're introduced here and applied in Step A2 (for Mode A) and Step B2 (for Mode B).
Break-even ACoS = Profit margin before ad spend. If your product sells for $40 with $15 in costs after Amazon fees, your margin is $25/$40 = 62.5%. At 62.5% ACoS you spend all profit on ads — break even.
Target ACoS = Break-even ACoS − Desired profit margin. Want 25% profit after ads? Target ACoS = 62.5% − 25% = 37.5%.
Keyword Funnel = The core PPC optimization loop, applied in Steps A4/A6 (building) and B3 (optimizing):
Auto Campaign (discover new terms)
↓ terms with 2+ orders
Manual Broad (test at broader match)
↓ terms with 2+ sales
Manual Exact (scale winners with precision)
At each step: add the migrated term as NEGATIVE in the source campaign to prevent duplicate spend.本工具的所有推荐都基于三个公式。以下是公式介绍，它们会应用于模式A的步骤A2和模式B的步骤B2中。
收支平衡ACoS = 广告投放前的利润率。如果你的产品售价40美元，扣除亚马逊费用后的成本为15美元，那么利润率是25/40=62.5%。当ACoS为62.5%时，你将所有利润都投入了广告——达到收支平衡。
目标ACoS = 收支平衡ACoS − 期望的广告后利润率。想要广告后获得25%的利润？目标ACoS=62.5%−25%=37.5%。
关键词漏斗 = PPC优化核心循环，应用于步骤A4/A6（构建）和步骤B3（优化）：
自动广告系列（发现新关键词）
↓ 订单量2+的关键词
手动广泛匹配广告系列（测试宽泛匹配）
↓ 销量2+的关键词
手动精确匹配广告系列（精准放大优质关键词）
每一步：将迁移的关键词添加到源广告系列的否定词列表中，避免重复花费。Mode A Workflow — Build Campaign Structure
模式A工作流程 — 构建广告系列结构
Step A1: Collect Product Info
步骤A1：收集产品信息
The following details are needed. Many can be extracted automatically (see "How This Skill Collects Information" above) — only ask for what's truly missing.
| Detail | How to Get It | Critical? |
|---|---|---|
| ASIN | From user's prompt | Helpful |
| Product name and category | Fetch from ASIN or ask | Helpful |
| Selling price | Fetch from ASIN or ask | ✅ Yes |
| Product cost (landed) | Must ask user | ✅ Yes |
| Monthly ad budget | Must ask user | ✅ Yes |
| Amazon fees (referral + FBA) | Estimate ~15% referral + FBA by size | Can estimate |
| Launch vs mature product | Ask or infer from context | Helpful |
需要以下信息。很多信息可自动提取（见上方“该工具如何收集信息”）——仅询问真正缺失的内容。
| 信息项 | 获取方式 | 是否关键 |
|---|---|---|
| ASIN | 从用户指令中提取 | 有帮助 |
| 产品名称和品类 | 通过ASIN获取或询问用户 | 有帮助 |
| 售价 | 通过ASIN获取或询问用户 | ✅ 是 |
| 产品落地成本 | 必须询问用户 | ✅ 是 |
| 月度广告预算 | 必须询问用户 | ✅ 是 |
| 亚马逊费用（佣金+FBA） | 按品类估算：佣金约15% + FBA费用（按尺寸） | 可估算 |
| 新品上线还是成熟产品 | 询问用户或从上下文推断 | 有帮助 |
Step A2: Calculate ACoS Targets
步骤A2：计算ACoS目标
Using the formulas from Key Concepts, compute the financial framework that governs all bid decisions:
📊 PPC FINANCIAL FRAMEWORK
Selling Price: $39.99
Total Costs: $18.50 (product $8 + shipping $3 + Amazon fees $7.50)
Profit Before Ads: $21.49
Profit Margin: 53.7%
Break-even ACoS: 53.7% (spending ALL profit on ads)
Target ACoS (Mature): 30.0% (keeps ~24% profit margin)
Target ACoS (Launch): 50.0% (aggressive — acceptable for first 4-8 weeks)
Max CPC at Target ACoS: $1.20 (at 10% conversion rate)
Formula: Max CPC = Selling Price × Target ACoS × Conversion RateIf user doesn't know their conversion rate, use category benchmarks: 10-15% is average.
使用核心概念中的公式，计算指导所有出价决策的财务框架：
📊 PPC财务框架
售价: $39.99
总成本: $18.50（产品成本$8 + 运费$3 + 亚马逊费用$7.50）
广告前利润: $21.49
利润率: 53.7%
收支平衡ACoS: 53.7%（将所有利润投入广告）
目标ACoS（成熟产品）: 30.0%（保留约24%的利润率）
目标ACoS（新品上线）: 50.0%（激进策略——上线前4-8周可接受）
目标ACoS下的最高CPC: $1.20（转化率10%时）
公式: 最高CPC = 售价 × 目标ACoS × 转化率如果用户不知道转化率，使用品类基准值：10-15%为平均水平。
Step A3: Collect Keywords
步骤A3：收集关键词
Keywords can come from three sources (use one or combine):
- From amazon-keyword-research skill (recommended): Run keyword research first, then feed the ranked keyword list into this skill.
- From competitor ASINs: User provides 1-3 competitor ASINs → run for each → extract keywords from their titles and bullet points. The script returns title, brand, bullets, price, category, BSR, and review count.
scripts/fetch-competitor.sh <ASIN> - From user's list: User provides their own keywords (e.g., from Helium 10, search term reports, or manual research).
Additionally, expand keywords using Amazon autocomplete:
curl -s "https://completion.amazon.com/api/2017/suggestions?mid=ATVPDKIKX0DER&alias=aps&prefix=<URL-ENCODED-KEYWORD>" | python3 -c "import sys,json; [print(s['value']) for s in json.load(sys.stdin).get('suggestions',[])]"关键词可来自三个渠道（可使用其中一个或组合使用）：
- 来自amazon-keyword-research工具（推荐）：先进行关键词研究，再将排名后的关键词列表输入本工具。
- 来自竞品ASIN：用户提供1-3个竞品ASIN → 对每个ASIN运行→ 从它们的标题和要点中提取关键词。该脚本会返回标题、品牌、要点、价格、品类、BSR和评论数。
scripts/fetch-competitor.sh <ASIN> - 来自用户提供的列表：用户自行提供关键词（比如来自Helium 10、搜索词报告或手动研究）。
此外，可使用亚马逊自动补全功能扩展关键词：
curl -s "https://completion.amazon.com/api/2017/suggestions?mid=ATVPDKIKX0DER&alias=aps&prefix=<URL-ENCODED-KEYWORD>" | python3 -c "import sys,json; [print(s['value']) for s in json.load(sys.stdin).get('suggestions',[])]"Step A4: Build Campaign Structure and Group Keywords
步骤A4：构建广告系列结构并分组关键词
Default: 4 campaigns. This is the standard structure for a new product launch:
| Priority | Campaign | What It Does | Always Include? |
|---|---|---|---|
| 1 | Auto Discovery | Amazon auto-matches your ad to search terms — collects data on what shoppers actually search | ✅ Yes |
| 2 | Manual Exact | Your top 10-15 proven keywords with exact match — highest control, lowest ACoS | ✅ Yes |
| 3 | Manual Broad | All research keywords with broad match — discovers variations and long-tail terms | ✅ Yes |
| 4 | Product Targeting | Shows your ad on competitor product pages — steals their traffic | ✅ If competitor ASINs available |
If budget is tight: Launch Priority 1+2 first (Auto + Exact). Add Priority 3 after one week of data. Add Priority 4 when you have competitor ASINs identified.
Organize keywords into these campaign buckets:
See the Mode A Output template below for the exact format of keyword groupings per campaign.
默认：4个广告系列。这是新产品上线的标准结构：
| 优先级 | 广告系列 | 功能 | 是否必须包含 |
|---|---|---|---|
| 1 | 自动发现广告 | 亚马逊自动将你的广告匹配到搜索词——收集用户实际搜索的关键词数据 | ✅ 是 |
| 2 | 手动精确匹配广告 | 你的10-15个优质关键词采用精确匹配——控制力最强，ACoS最低 | ✅ 是 |
| 3 | 手动广泛匹配广告 | 所有研究关键词采用广泛匹配——发现变体和长尾词 | ✅ 是 |
| 4 | 商品定向广告 | 在竞品产品页面展示你的广告——抢占竞品流量 | ✅ 如果有竞品ASIN则包含 |
预算有限时：先启动优先级1+2（自动+精确匹配）。一周后的数据出来后再添加优先级3。确定竞品ASIN后再添加优先级4。
将关键词划分到这些广告系列桶中：
下方的模式A输出模板展示了每个广告系列关键词分组的确切格式。
Step A5: Set Initial Bids
步骤A5：设置初始出价
Max CPC (from Step A2) is your profitability ceiling — not your actual bid. Actual competitive bids depend on the category and keyword competition.
How to recommend bids:
- Calculate Max CPC as the financial guardrail (what you can afford)
- For actual starting bids, tell the user to check Amazon's suggested bid range when creating the campaign in Seller Central — this reflects real auction data
- If Amazon's suggested bid > Max CPC, flag the gap and explain: either accept a loss (ranking launch), raise product price, or skip that keyword
When you don't have suggested bid data, use these category-relative starting points:
| Campaign Type | Starting Bid | Adjust After |
|---|---|---|
| Manual Exact | Amazon suggested bid or Max CPC (whichever is lower) | 7 days with 20+ clicks |
| Manual Broad | 70-80% of Exact bid | 7 days |
| Auto | 50-70% of Exact bid | 7 days |
| Product Targeting | 50-70% of Exact bid | 7 days |
Important: These are starting points. The real optimization happens after 1-2 weeks of data — adjust based on actual ACoS per keyword.
步骤A2中的最高CPC是你的盈利上限——并非实际出价。实际竞价取决于品类和关键词竞争程度。
出价建议方法：
- 计算最高CPC作为财务护栏（你能承受的最高出价）
- 对于实际初始出价，告知用户在卖家后台创建广告系列时查看亚马逊的建议出价范围——这反映了真实的竞价数据
- 如果亚马逊建议出价 > 最高CPC，标注差距并说明：要么接受亏损（为排名上线），要么提高产品售价，要么跳过该关键词
没有建议出价数据时，使用以下基于品类的初始出价参考：
| 广告系列类型 | 初始出价 | 调整时机 |
|---|---|---|
| 手动精确匹配 | 亚马逊建议出价或最高CPC（取较低值） | 7天且点击量20+ |
| 手动广泛匹配 | 精确匹配出价的70-80% | 7天后 |
| 自动广告 | 精确匹配出价的50-70% | 7天后 |
| 商品定向广告 | 精确匹配出价的50-70% | 7天后 |
重要提示：这些只是初始出价。真正的优化要在1-2周的数据出来后进行——根据每个关键词的实际ACoS调整出价。
Step A6: Build Negative Keyword Seed List
步骤A6：构建否定关键词初始列表
Generate an initial negative keyword list before launch. Three types:
- Cross-campaign negatives: Add all Exact campaign keywords as negatives in Broad and Auto campaigns (prevents internal competition — this is the Keyword Funnel isolation from Key Concepts).
- Irrelevant term negatives: Terms that share words with your product but are wrong category/intent. Example for "bamboo cutting board":
- Wrong material: "plastic cutting board", "glass cutting board"
- Wrong product: "cutting board oil", "cutting board stand"
- Wrong intent: "how to clean cutting board", "cutting board DIY"
- Generic waste negatives: Common low-intent modifiers: "free", "cheap", "used", "DIY", "review", "reddit", "how to"
上线前生成初始否定关键词列表。包含三类：
- 跨广告系列否定词：将所有精确匹配广告系列的关键词添加为广泛匹配和自动广告系列的否定词（避免内部竞争——这是核心概念中的关键词漏斗隔离）。
- 无关词否定词：与你的产品有共同词汇但品类/意图不符的词。例如“bamboo cutting board”的无关词：
- 错误材质："plastic cutting board", "glass cutting board"
- 错误产品："cutting board oil", "cutting board stand"
- 错误意图："how to clean cutting board", "cutting board DIY"
- 通用无效否定词：常见低意图修饰词："free", "cheap", "used", "DIY", "review", "reddit", "how to"
Step A7: Generate Campaign Blueprint
步骤A7：生成广告系列蓝图
Compile everything from Steps A1-A6 into the final deliverable. Follow the Mode A Output template in the Output Formats section below.
将步骤A1-A6的所有内容整理成最终交付物。遵循下方输出格式中的模式A输出模板。
Mode B Workflow — Optimize Existing Campaigns
模式B工作流程 — 优化现有广告系列
Step B1: Collect Campaign Data
步骤B1：收集广告系列数据
The following details are needed. Follow the same progressive gathering approach — extract from the user's prompt first, then ask for missing critical items in one follow-up (see "How This Skill Collects Information" above).
| Detail | Critical? | Notes |
|---|---|---|
| Campaign names and types | ✅ Yes | Auto/Manual/Broad/Exact |
| Overall ACoS | ✅ Yes | And per-campaign if available |
| Monthly ad spend and ad sales | ✅ Yes | For budget efficiency analysis |
| Product profit margin | ✅ Yes | To calculate break-even ACoS |
| Top spending keywords + their ACoS | Helpful | Enables specific bid adjustments |
| Search term report (CSV) | Bonus | Enables keyword funnel analysis |
| CTR and conversion rates | Bonus | Deeper performance insights |
需要以下信息。遵循相同的渐进式收集方法——先从用户指令中提取，再通过一次跟进询问缺失的关键信息（见上方“该工具如何收集信息”）。
| 信息项 | 是否关键 | 备注 |
|---|---|---|
| 广告系列名称和类型 | ✅ 是 | 自动/手动/广泛/精确匹配 |
| 整体ACoS | ✅ 是 | 如果有单广告系列ACoS更佳 |
| 月度广告花费和广告带来的销售额 | ✅ 是 | 用于预算效率分析 |
| 产品利润率 | ✅ 是 | 用于计算收支平衡ACoS |
| 高花费关键词及其ACoS | 有帮助 | 可进行具体出价调整 |
| 搜索词报告（CSV） | 加分项 | 可进行关键词漏斗分析 |
| 点击率和转化率 | 加分项 | 更深入的表现洞察 |
Step B2: Performance Audit
步骤B2：表现审核
Using the ACoS formulas from Key Concepts, analyze across five dimensions: (1) Financial Health — break-even vs current ACoS, monthly profit/loss; (2) Campaign Efficiency — per-campaign ACoS with 🔴🟡🟢 status; (3) Keyword Performance — group keywords by profitable/marginal/unprofitable/zero-sales; (4) Budget Allocation — is spend proportional to revenue? recommend shifts; (5) Missed Opportunities — converting terms not in Manual, high-spend zero-sale terms without negatives, underfunded winners.
使用核心概念中的ACoS公式，从五个维度分析：(1) 财务健康——收支平衡ACoS vs 当前ACoS，月度盈利/亏损；(2) 广告系列效率——单广告系列ACoS及🔴🟡🟢状态；(3) 关键词表现——将关键词分为盈利/边际/亏损/零转化组；(4) 预算分配——花费与收入是否成正比？建议调整；(5) 遗漏机会——已转化但未加入手动广告系列的词、高花费零转化未加否定词的词、预算不足的优质广告系列。
Step B3: Keyword Funnel Analysis
步骤B3：关键词漏斗分析
Apply the Keyword Funnel from Key Concepts to the user's actual data. Three actions:
- Migrate up (2+ orders): Auto → Exact or Broad → Exact. Add as negative in source campaign.
- Add negatives (10+ clicks, 0 sales): Add as negative exact or phrase in the source campaign.
- Watch list (<20 clicks): Not enough data yet — flag for next review cycle.
将核心概念中的关键词漏斗应用到用户的实际数据中。包含三个动作：
- 向上迁移（订单量2+）：自动→精确匹配 或 广泛→精确匹配。在源广告系列中添加为否定词。
- 添加否定词（点击量10+，零转化）：在源广告系列中添加为精确否定或短语否定词。
- 观察列表（点击量<20）：数据不足——标记为下一次审核周期的关注项。
Step B4: Bid Adjustments
步骤B4：出价调整
Apply ACoS-based bid adjustments to keywords with 20+ clicks (minimum for statistical significance):
- ACoS > 200%: cut bid 30-50%
- ACoS 100-199%: cut bid 20%
- ACoS target+10% to 99%: cut bid 10-15%
- ACoS at target (±10%): no change
- ACoS below target: increase bid 10-20%
- 10+ clicks with 0 sales: pause keyword
Output a table: Keyword | Current Bid | Current ACoS | New Bid | Reason
对点击量20+的关键词（具备统计显著性的最低标准）应用基于ACoS的出价调整：
- ACoS > 200%：降低出价30-50%
- ACoS 100-199%：降低出价20%
- ACoS 目标值+10% 至99%：降低出价10-15%
- ACoS 接近目标值（±10%）：不调整
- ACoS 低于目标值：提高出价10-20%
- 点击量10+且零转化：暂停该关键词
输出表格：关键词 | 当前出价 | 当前ACoS | 新出价 | 调整原因
Step B5: Generate Optimization Action Plan
步骤B5：生成优化行动计划
Compile everything from Steps B1-B4 into a prioritized action plan. Follow the Mode B Output template in the Output Formats section below.
将步骤B1-B4的所有内容整理成优先级明确的行动计划。遵循下方输出格式中的模式B输出模板。
Output Formats
输出格式
The primary deliverable is always an actionable campaign plan the seller can implement directly in Seller Central.
最终交付物始终是可直接在卖家后台执行的广告系列行动计划。
Mode A Output — New Campaign Blueprint
模式A输出 — 新广告系列蓝图
undefinedundefined✅ PPC Campaign Blueprint — Ready to Implement
✅ PPC广告系列蓝图 — 可直接执行
Financial Framework
财务框架
Selling Price: $XX.XX | Profit Before Ads: $XX.XX | Break-even ACoS: XX%
Target ACoS (Launch): XX% | Target ACoS (Mature): XX%
Max CPC: $X.XX (at XX% conversion rate)
售价: $XX.XX | 广告前利润: $XX.XX | 收支平衡ACoS: XX%
目标ACoS（新品上线）: XX% | 目标ACoS（成熟产品）: XX%
最高CPC: $X.XX（转化率XX%时）
How These Campaigns Work Together
广告系列协作逻辑
Standard: 4 campaigns. If budget is tight, start P1+P2, add the rest later.
Auto (P1) → finds new search terms ↓ terms with 2+ orders
Broad (P3) → tests keywords at wider match ↓ terms with 2+ sales
Exact (P2) → best keywords, lowest ACoS
Product Targeting (P4) → ads on competitor pages
Separate campaigns prevent internal competition (bidding against yourself).
标准配置：4个广告系列。预算有限时，先启动P1+P2，后续再添加其他系列。
自动广告（P1）→ 发现新搜索词 ↓ 订单量2+的关键词
广泛匹配广告（P3）→ 测试关键词宽泛匹配 ↓ 销量2+的关键词
精确匹配广告（P2）→ 优质关键词，最低ACoS
商品定向广告（P4）→ 在竞品页面展示广告
独立的广告系列避免内部竞争（自我竞价）。
Campaign Setup — Follow This in Seller Central
广告系列设置 — 在卖家后台按此执行
For each campaign below, create it in Seller Central with these exact settings.
Bids marked "use suggested" mean: use Amazon's suggested bid shown during setup.
If suggested bid > your Max CPC, that keyword may not be profitable — see the
⚠️ flag in the Financial Framework for guidance.
以下每个广告系列，均需在卖家后台按以下精确设置创建。
标记为"使用建议出价"的意思是：使用创建时亚马逊显示的建议出价。
如果建议出价 > 你的最高CPC，该关键词可能无法盈利——请查看财务框架中的⚠️标记获取指导。
Campaign 1: [Product] - Auto Discovery (Priority 1)
广告系列1: [产品名] - 自动发现（优先级1）
CAMPAIGN SETTINGS:
Campaign Name: [Product] - Auto
Daily Budget: $XX
Start Date: [today]
End Date: No end date
Bid Strategy: Dynamic Bids - Down Only
AD GROUP:
Ad Group Name: Auto - Discovery
Default Bid: $X.XX (use suggested bid × 0.5-0.7)
ASIN: [your ASIN]
KEYWORDS: None — Amazon auto-selects based on your listing
NEGATIVE KEYWORDS:
[keyword] | Negative Exact
[keyword] | Negative Exact
(add all Exact campaign keywords here — prevents Auto from
competing with Exact on the same terms)
广告系列设置:
广告系列名称: [产品名] - Auto
日预算: $XX
开始日期: [今天]
结束日期: 无结束日期
出价策略: 动态出价 - 仅降低
广告组:
广告组名称: Auto - Discovery
默认出价: $X.XX（使用建议出价 × 0.5-0.7）
ASIN: [你的ASIN]
关键词: 无 — 亚马逊将根据你的Listing自动选择
否定关键词:
[关键词] | 精确否定
[关键词] | 精确否定
(添加所有精确匹配广告系列的关键词——避免自动广告与精确匹配广告在相同关键词上竞争)
Campaign 2: [Product] - Manual Exact (Priority 2)
广告系列2: [产品名] - 手动精确匹配（优先级2）
CAMPAIGN SETTINGS:
Campaign Name: [Product] - Exact
Daily Budget: $XX
Start Date: [today]
End Date: No end date
Bid Strategy: Fixed Bids
AD GROUP:
Ad Group Name: Exact - Primary
Default Bid: $X.XX (use suggested bid, or Max CPC if lower)
ASIN: [your ASIN]
KEYWORDS:
[keyword] | Exact | $X.XX (use suggested bid)
[keyword] | Exact | $X.XX
[10-15 keywords, each with match type and bid]
NEGATIVE KEYWORDS: None needed (exact match is already precise)
广告系列设置:
广告系列名称: [产品名] - Exact
日预算: $XX
开始日期: [今天]
结束日期: 无结束日期
出价策略: 固定出价
广告组:
广告组名称: Exact - Primary
默认出价: $X.XX（使用建议出价，或取较低的最高CPC）
ASIN: [你的ASIN]
关键词:
[关键词] | 精确匹配 | $X.XX（使用建议出价）
[关键词] | 精确匹配 | $X.XX
[10-15个关键词，每个标注匹配类型和出价]
否定关键词: 无需设置（精确匹配已足够精准）
Campaign 3: [Product] - Manual Broad (Priority 3)
广告系列3: [产品名] - 手动广泛匹配（优先级3）
CAMPAIGN SETTINGS:
Campaign Name: [Product] - Broad
Daily Budget: $XX
Start Date: [today or Week 2]
End Date: No end date
Bid Strategy: Dynamic Bids - Down Only
AD GROUP:
Ad Group Name: Broad - Discovery
Default Bid: $X.XX (use suggested bid × 0.7-0.8)
ASIN: [your ASIN]
KEYWORDS:
[keyword] | Broad | $X.XX
[keyword] | Broad | $X.XX
[15-20 keywords]
NEGATIVE KEYWORDS:
[keyword] | Negative Exact
(add all Exact campaign keywords — prevents Broad from competing)
广告系列设置:
广告系列名称: [产品名] - Broad
日预算: $XX
开始日期: [今天或第2周]
结束日期: 无结束日期
出价策略: 动态出价 - 仅降低
广告组:
广告组名称: Broad - Discovery
默认出价: $X.XX（使用建议出价 × 0.7-0.8）
ASIN: [你的ASIN]
关键词:
[关键词] | 广泛匹配 | $X.XX
[关键词] | 广泛匹配 | $X.XX
[15-20个关键词]
否定关键词:
[关键词] | 精确否定
(添加所有精确匹配广告系列的关键词——避免广泛匹配广告与之竞争)
Campaign 4: [Product] - Product Targeting (Priority 4)
广告系列4: [产品名] - 商品定向（优先级4）
CAMPAIGN SETTINGS:
Campaign Name: [Product] - ASIN Targeting
Daily Budget: $XX
Start Date: [today or Week 2]
End Date: No end date
Bid Strategy: Fixed Bids
AD GROUP:
Ad Group Name: Competitor ASINs
Default Bid: $X.XX (use suggested bid × 0.5-0.7)
ASIN: [your ASIN]
TARGETS:
B0XXXXXXXX | [competitor name, price, reviews] | $X.XX
B0XXXXXXXX | [competitor name, price, reviews] | $X.XX
NEGATIVE KEYWORDS:
[your own ASIN] | Negative Exact (prevent ads on your own page)
广告系列设置:
广告系列名称: [产品名] - ASIN定向
日预算: $XX
开始日期: [今天或第2周]
结束日期: 无结束日期
出价策略: 固定出价
广告组:
广告组名称: 竞品ASINs
默认出价: $X.XX（使用建议出价 × 0.5-0.7）
ASIN: [你的ASIN]
定向目标:
B0XXXXXXXX | [竞品名称, 价格, 评论数] | $X.XX
B0XXXXXXXX | [竞品名称, 价格, 评论数] | $X.XX
否定关键词:
[你的ASIN] | 精确否定（避免在自己的产品页面展示广告）
Negative Keyword Master List (apply to Auto + Broad + Product Targeting)
否定关键词总列表（应用到自动+广泛+商品定向广告系列）
[term] | Negative Exact (irrelevant terms)
[term] | Negative Phrase (waste modifiers: free, cheap, used, DIY, etc.)
[词] | 精确否定 (无关词)
[词] | 短语否定 (无效修饰词: free, cheap, used, DIY等)
Budget Summary
预算汇总
| Campaign | Priority | Daily | Monthly | Role |
|---|---|---|---|---|
| Auto | P1 | $XX | $XXX | Discover search terms |
| Exact | P2 | $XX | $XXX | Scale best keywords |
| Broad | P3 | $XX | $XXX | Test variations |
| Product | P4 | $XX | $XXX | Competitor pages |
| TOTAL | $XX | $XXX |
| 广告系列 | 优先级 | 日预算 | 月度预算 | 角色 |
|---|---|---|---|---|
| 自动广告 | P1 | $XX | $XXX | 发现搜索词 |
| 精确匹配广告 | P2 | $XX | $XXX | 放大优质关键词 |
| 广泛匹配广告 | P3 | $XX | $XXX | 测试变体 |
| 商品定向广告 | P4 | $XX | $XXX | 竞品页面引流 |
| 总计 | $XX | $XXX |
Launch Schedule
上线时间表
Day 1: Create P1 (Auto) + P2 (Exact). Check that ads are active.
Day 3: Check impressions. If very low, your bids are below competitive
range — increase toward Amazon's suggested bid.
Day 7: Add P3 (Broad) + P4 (Product Targeting). Review Auto search
terms — add obvious negatives.
Day 14: Full analysis — migrate winners (2+ orders) from Auto/Broad → Exact.
Day 21: Bid optimization — adjust bids for keywords with 20+ clicks.
第1天: 创建P1（自动广告）+ P2（精确匹配广告）。检查广告是否激活。
第3天: 查看曝光量。如果曝光量极低，说明你的出价低于竞争区间——提高出价至亚马逊建议出价水平。
第7天: 添加P3（广泛匹配广告）+ P4（商品定向广告）。查看自动广告搜索词——添加明显的否定词。
第14天: 全面分析——将自动/广泛匹配广告中的优质关键词（订单量2+）迁移至精确匹配广告。
第21天: 出价优化——对点击量20+的关键词调整出价。
📊 Campaign Design Rationale
📊 广告系列设计依据
Keyword Sources
关键词来源
[How keywords were discovered — fetch-competitor.sh, autocomplete, etc.]
[关键词获取方式——fetch-competitor.sh、自动补全等]
Bid Notes
出价说明
Max CPC (profitability ceiling): $X.XX
Amazon suggested bids for this category typically range $X.XX - $X.XX.
[Flag any keywords where suggested bid > Max CPC and explain the tradeoff]
undefined最高CPC（盈利上限）: $X.XX
该品类的亚马逊建议出价通常在$X.XX - $X.XX之间。
[标注所有建议出价>最高CPC的关键词，并说明权衡方案]
undefinedMode B Output — Optimization Report
模式B输出 — 优化报告
undefinedundefined✅ PPC Optimization Actions — Ready to Implement
✅ PPC优化行动 — 可直接执行
Priority 1: Immediate Negative Keywords (Do Today)
优先级1：立即添加否定关键词（今日完成）
Add these as Negative Exact in their respective campaigns:
Campaign "[name]": "term1", "term2", "term3"
Campaign "[name]": "term4", "term5"
Expected savings: $XXX/month
在对应广告系列中添加以下精确否定词:
广告系列"[名称]": "term1", "term2", "term3"
广告系列"[名称]": "term4", "term5"
预计每月节省: $XXX
Priority 2: Keyword Migrations (This Week)
优先级2：关键词迁移（本周完成）
Move to Manual Exact (and add as negative in source):
"[keyword]" from Auto → Exact, bid: $X.XX
"[keyword]" from Broad → Exact, bid: $X.XX
迁移至手动精确匹配广告系列（并在源广告系列中添加为否定词）:
"[关键词]" 从自动广告 → 精确匹配广告，出价: $X.XX
"[关键词]" 从广泛匹配广告 → 精确匹配广告，出价: $X.XX
Priority 3: Bid Adjustments (This Week)
优先级3：出价调整（本周完成）
"[keyword]": $X.XX → $X.XX (ACoS XX% → target XX%)
"[keyword]": $X.XX → $X.XX (increase — profitable at XX%)
"[keyword]": PAUSE (XX clicks, 0 sales)
"[关键词]": $X.XX → $X.XX（ACoS XX% → 目标XX%）
"[关键词]": $X.XX → $X.XX（提高出价——ACoS XX%，盈利）
"[关键词]": 暂停（XX次点击，零转化）
Priority 4: Budget Reallocation (Next Week)
优先级4：预算重新分配（下周完成）
Auto: $XX/day → $XX/day (reduce — low efficiency)
Exact: $XX/day → $XX/day (increase — best ACoS)
自动广告: $XX/天 → $XX/天（减少预算——效率低）
精确匹配广告: $XX/天 → $XX/天（增加预算——ACoS最优）
📊 Full Audit Report
📊 完整审核报告
Performance Summary
表现汇总
| Metric | Current | Target | Status |
|---|---|---|---|
| Overall ACoS | XX% | XX% | 🔴🟡🟢 |
| TACoS | XX% | <XX% | 🔴🟡🟢 |
| Monthly Ad Profit | $XXX | $XXX | 🔴🟡🟢 |
| Budget Utilization | XX% | >90% | 🔴🟡🟢 |
| 指标 | 当前值 | 目标值 | 状态 |
|---|---|---|---|
| 整体ACoS | XX% | XX% | 🔴🟡🟢 |
| TACoS | XX% | <XX% | 🔴🟡🟢 |
| 月度广告利润 | $XXX | $XXX | 🔴🟡🟢 |
| 预算利用率 | XX% | >90% | 🔴🟡🟢 |
Keyword Funnel Analysis
关键词漏斗分析
[Full table from Step B3]
[步骤B3的完整表格]
Bid Adjustment Details
出价调整详情
[Full table from Step B4]
[步骤B4的完整表格]
Week-by-Week Action Plan
周度行动计划
Week 1: [specific tasks with expected outcomes]
Week 2: [specific tasks]
Week 3: [specific tasks]
Week 4: [review and next cycle planning]
第1周: [具体任务及预期结果]
第2周: [具体任务]
第3周: [具体任务]
第4周: [复盘及下一周期规划]
Expected Results After 4 Weeks
4周后预期结果
ACoS: XX% → XX%
Monthly savings: $XXX
Sales increase: +XX% (from better targeting)
---ACoS: XX% → XX%
月度节省: $XXX
销售额增长: +XX%（来自更精准的定向）
---Ongoing Management & Integration
持续管理与集成
After setup, offer weekly reminders (cron/heartbeat): search term analysis + bid adjustments + monthly full audit. Recommended skill chain: amazon-keyword-research → amazon-listing-optimization → amazon-ppc. Always check listing quality before spending on ads. More skills: Amazon-Skills | eCommerce-Skills
设置完成后，提供每周提醒（定时任务/心跳机制）：搜索词分析 + 出价调整 + 月度全面审核。推荐工具链路：amazon-keyword-research → amazon-listing-optimization → amazon-ppc。投放广告前务必检查Listing质量。更多工具：Amazon-Skills | eCommerce-Skills
Limitations
局限性
This skill uses publicly available data and user-provided campaign reports. It cannot access Seller Central directly, pull real-time bid landscapes, or automate campaign changes via API. For deeper PPC analytics with automated bid management, check out Nexscope — Your AI Assistant for smarter E-commerce decisions.
Built by Nexscope — research, validate, and act on e-commerce opportunities with AI.