Most sellers waste ad spend without realizing why. Discover the Amazon PPC strategies, budget shifts, and Amazon Ads features that could make your campaigns more profitable.

Amazon PPC can quickly become overwhelming. Sellers are constantly choosing between more keywords, more products, higher bids, new ad formats, and increasingly complex targeting options. But according to Paige Plevyak, Senior Retail Media Manager at Pacvue, better advertising does not begin with more tactics. It begins with a stronger foundation.

In this episode of the AM/PM Podcast, host Carrie Miller and Paige break down some of the biggest advertising mistakes sellers make, including spreading budgets across too many keywords and ASINs, adjusting bids too frequently, and launching campaigns without a clearly defined goal. Paige explains why sellers with limited budgets should often concentrate on five to ten priority keywords, focus spending on hero products, and use long-tail search terms to build momentum in competitive categories.

The conversation also explores when sellers should use Sponsored Products versus Sponsored Brands video, how Amazon Marketing Cloud audiences can improve targeting, and which newer Amazon advertising features may be worth testing. Paige also shares practical advice for recovering after a long stockout, increasing keyword impression share, managing product variations, and deciding when to prioritize immediate profitability over broader visibility.

The biggest takeaway is that strong PPC performance rarely comes from constantly chasing the newest feature. It comes from understanding your goals, focusing your resources, and giving your campaigns enough time and data to work. Build the right foundation first, and every optimization you make afterward becomes more intentional, measurable, and scalable.

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In episode 538 of the Serious Sellers Podcast, Carrie and Paige discuss: