Lecture 25 | Module 5: eCommerce

T H E F A C I L I T A T O R S A C A D E M Y Lecture 25 | Module 5: eCommerce Amazon PPC Advertising Sponsored Products, keyword strategy, bid management and ROAS optimization Duration: 60–70 minutes • Laptop required Supervised by: Muhammad Sohail Ashraf 20+ Years Amazon PPC Experience The Facilitators Academy • Lecture 25: Amazon PPC Advertising • thefacilitators.net • +92 304 5224838 Today's Lecture — Full Roadmap What we will cover in the next 60–70 minutes Section 1 0–5 min Homework Review Review L24 — Amazon listing, FBA fee calculation and Pakistani seller outreach Section 2 5–18 min Amazon PPC Foundation How Sponsored Products work, the auction system and why PPC is the highest-paid eCommerce skill Section 3 18–35 min Campaign Types & Setup Sponsored Products, auto vs manual campaigns and complete setup walkthrough Section 4 35–52 min Keyword Strategy & Bidding Keyword match types, bid management, Search Term Report analysis and ROAS optimization Section 5 52–62 min Campaign Optimization What to do after launch — the weekly optimization routine every PPC manager follows Wrap-up 62–70 min Campaign Build Activity + Homework Students design a complete PPC campaign structure for a fictional product The Facilitators Academy • Lecture 25: Amazon PPC Advertising • thefacilitators.net • +92 304 5224838 Lecture 24 Homework Review Section 1 • Minutes 0–5 • Share your Amazon work Task 1 Full Amazon listing written Read your title. Is it keyword-rich but still readable? Are all 5 bullets starting with ALL CAPS benefit phrase? Class evaluates against the A9 criteria. Task 2 FBA fee calculation done Share your numbers. What is the net profit per unit? Is the margin viable? What would you advise this seller about pricing? Task 3 Pakistani seller outreach message Read your 3-sentence outreach. Is it specific enough? Does it lead with value — not just 'I am a freelancer looking for work'? Task 4 A+ Content modules designed — Bonus Show your Canva designs. Are they at 970px wide? Does the header image communicate the brand story clearly? The Facilitators Academy • Lecture 25: Amazon PPC Advertising • thefacilitators.net • +92 304 5224838 Section 2 Amazon PPC Foundation Minutes 5–18 • How Sponsored Products work and the auction system The Facilitators Academy • Lecture 25: Amazon PPC Advertising • thefacilitators.net • +92 304 5224838 Amazon PPC — The Highest-Paid eCommerce Freelance Skill Amazon PPC managers earn $300–800/month per client account — and one person can manage 5–10 accounts Amazon PPC (Pay-Per-Click) is the advertising system inside Amazon. Sellers pay only when a buyer clicks their ad. Well-managed PPC = higher ranking + more sales + better organic position. Poorly managed PPC = money burned. How it works Seller bids on keywords. When buyer searches that keyword, Amazon runs an instant auction — highest relevant bid wins placement at the top of search results. Seller pays only when buyer clicks. Why sellers need it New products have zero organic ranking. PPC drives initial sales. Sales velocity signals Amazon's algorithm — more sales = higher organic ranking = more organic sales. PPC funds organic growth. The income opportunity Every Amazon seller needs PPC management. Most sellers do not have time or skill. A PPC manager who delivers positive ROAS is one of the most retained freelancers in eCommerce. ROAS explained Return on Ad Spend = Revenue from Ads ÷ Ad Spend. $1,000 revenue from $200 ad spend = 5x ROAS. Target: 3x minimum, 5x+ excellent. Below 2x = campaigns need urgent attention. ACOS explained Advertising Cost of Sale = Ad Spend ÷ Ad Revenue × 100%. $200 spend on $1,000 revenue = 20% ACOS. Target: below your profit margin. If margin is 35%, target ACOS below 25%. The Facilitators Academy • Lecture 25: Amazon PPC Advertising • thefacilitators.net • +92 304 5224838 Amazon Ad Types — What Each One Does and When to Use It Start with Sponsored Products. Master it completely. Then expand to Brands and Display. Sponsored Products The most important Amazon ad type. Promotes individual product listings in search results and on product pages. Where ads appear: • Top of search results (most valuable placement) • Middle of search results • Bottom of search results • On competitor product pages (product targeting) Available to: All sellers with active listings Budget: Pay per click — minimum $0.02 bid Best for: All sellers — this is your primary tool. Target ACOS: Below your profit margin (typically 15–30%) Sponsored Brands Promotes your brand and multiple products with a headline + logo + 3 products. Where ads appear: • Top of search results as a banner (above Sponsored Products) • In search results between products Available to: Brand Registered sellers only Format: Headline text + Brand logo + 3 product images Best for: Brand awareness, cross-selling product range, capturing buyers at the awareness stage. Note: Requires Brand Registry — guide clients to register early. Sponsored Display Retargeting ads — shows your products to buyers who viewed your listing but did not purchase. Where ads appear: • On Amazon product pages • On Amazon homepage • Off Amazon — on third party websites and apps (display network) Available to: All sellers (basic) and Brand Registered (advanced) Best for: Recovering lost sales from buyers who showed interest but did not convert. Note: Lowest priority for beginners — master Sponsored Products first. The Facilitators Academy • Lecture 25: Amazon PPC Advertising • thefacilitators.net • +92 304 5224838 Section 3 Campaign Types & Setup Minutes 18–35 • Auto vs manual and complete campaign setup walkthrough The Facilitators Academy • Lecture 25: Amazon PPC Advertising • thefacilitators.net • +92 304 5224838 Auto vs Manual Campaigns — The Foundation of Smart PPC St