This episode explores the evolution of Amazon PPC keyword management strategies, revisiting a 2018 method called "Research, Peel, Stick, and Block" (RPSB). Against the backdrop of significantly increased CPCs since 2018, the hosts discuss how the original RPSB approach—relying heavily on auto campaigns for keyword discovery—has become less cost-effective. More significantly, the conversation highlights the importance of proactive negative keyword research and the use of manual product category targeting to refine campaigns from the outset, especially for new products. For instance, the hosts illustrate how Amazon's suggested keywords for a new product can be largely irrelevant, necessitating a more strategic approach than simply relying on auto campaign data. The discussion then pivots to the concept of "search term graduation," emphasizing the need for stricter criteria (e.g., multiple conversions) before moving keywords from broader to more precise targeting. Ultimately, the updated approach emphasizes a more targeted and efficient use of auto campaigns, combined with proactive negative keyword research and refined targeting options, reflecting evolving industry patterns in Amazon PPC management.
