I've looked at hundreds of Amazon PPC accounts over the years, and there's somet
By Michael Erickson Facchin ยท August 2, 2026 ยท Curated by George's Blog
I've looked at hundreds of Amazon PPC accounts over the years, and there's something I've never said publicly: I can tell you a lot about how a company is run just by looking at how their campaigns are structured. Before I ever see their P&L.
Here's the deeper thing I've come to believe: ๐๐๐๐จ๐ฎ๐ง๐ญ โ ๐๐๐ฆ๐ฉ๐๐ข๐ ๐ง โ ๐๐ ๐๐ซ๐จ๐ฎ๐ฉ โ ๐๐๐ซ๐ ๐๐ญ๐ข๐ง๐ ๐ข๐ฌ๐ง'๐ญ ๐ฃ๐ฎ๐ฌ๐ญ ๐ ๐ญ๐๐๐ก๐ง๐ข๐๐๐ฅ ๐ก๐ข๐๐ซ๐๐ซ๐๐ก๐ฒ. ๐๐ญ'๐ฌ ๐ ๐๐๐๐ข๐ฌ๐ข๐จ๐ง-๐ฆ๐๐ค๐ข๐ง๐ ๐๐ซ๐๐ก๐ข๐ญ๐๐๐ญ๐ฎ๐ซ๐.
A messy account targets crammed into ad groups with no clear logic, campaigns with no defined purpose, keyword and product targeting mixed together without intent almost always mirrors a messier decision-making process inside the business itself. Not because the person running it is careless. Usually because no one ever forced the question: "What is this campaign actually ๐๐๐?"
That question is uncomfortable, because answering it honestly requires clarity most businesses avoid. It's easier to launch a broad campaign and "see what happens" than to say: "This ad group exists to test exact-match intent for our top 5% margin SKUs, and nothing else belongs in it."
Here's the part that took me years to fully internalize: ๐ฌ๐ญ๐ซ๐ฎ๐๐ญ๐ฎ๐ซ๐ ๐ข๐ฌ๐ง'๐ญ ๐จ๐ฏ๐๐ซ๐ก๐๐๐. ๐๐ญ๐ซ๐ฎ๐๐ญ๐ฎ๐ซ๐ ๐ข๐ฌ ๐ญ๐ก๐ ๐๐จ๐ฌ๐ญ ๐ฒ๐จ๐ฎ ๐ฉ๐๐ฒ ๐ฎ๐ฉ๐๐ซ๐จ๐ง๐ญ ๐ฌ๐จ ๐ฒ๐จ๐ฎ ๐๐จ๐ง'๐ญ ๐ฉ๐๐ฒ ๐ ๐ฆ๐ฎ๐๐ก ๐ฅ๐๐ซ๐ ๐๐ซ ๐๐จ๐ฌ๐ญ ๐ข๐ง ๐๐จ๐ง๐๐ฎ๐ฌ๐ข๐จ๐ง ๐ฅ๐๐ญ๐๐ซ. Every dollar spent inside a poorly structured account is a dollar whose story you can't fully tell. And you cannot optimize what you cannot explain.
The businesses that scale the most efficiently on Amazon aren't the ones with the cleverest bidding hacks. They're the ones who treated their account structure as seriously as they'd treat their org chart because at the end of the day, they're solving the same problem: how do you make sure every unit of effort (or spend) has a clear reason to exist, and a clear way to be judged?
If your account structure feels chaotic, I'd gently suggest that's rarely just a PPC problem. It's usually a clarity problem wearing a PPC costume.
That's the lens I try to bring to every account we touch. ๐ฆก