Amazon Ads Optimization Guide (Titanos MCP)

When to Use This Skill

Use this skill when the user:

• Wants to optimize Amazon Ads bids, budgets, or negatives
• Asks how to diagnose Ads performance or seasonality
• Planning a weekly optimization pass via Titanos MCP

Playbook estratégico para campanhas Amazon Ads. Dados e mutações vêm do MCP Titanos (@titanos/mcp-agents). Para o mapa de tools: get_optimization_guide({ topic: "full" }) e skill Amazon-Ads.

Nota Titanos: regras nativas Amazon (sp_budget_rules, sp_optimization_rules, …) não estão no MCP hoje — use mutações via update_resources / create_resources ou automação manual no console.

Evergreen Operations

Things every Amazon brand should schedule or keep running.

Run the Five-Pillar Campaign Framework

• Protect — exact brand terms + product page ads to defend your turf
• Conquer — target competitor ASINs to steal share
• Strengthen — ranking campaigns with down-only bids to climb search results
• Dominate — single-keyword exact campaigns with fixed bids for your heroes
• Discover — auto, broad, and phrase to keep finding new terms

Cadence: keep every pillar live and review performance once a month.

Bid-to-Value with Guardrails

• Formula: Bid = Revenue-per-click x target ACoS
• Add a minimum bid so ranking terms never fall off the page
• Add a maximum bid so mature terms don't overspend

Cadence: continuous; raise floor bids ~25% before high seasons.

Aggressive Negative-Keyword Program

• Rule of thumb: accounts with healthy ACoS have 3-5x more negatives than positives
• Upper-limit rule: any term with >= 20 clicks and 0 orders becomes a negative exact
• Each month run an N-gram sheet to strip low-quality themes (e.g. "ceramic")

Cadence: block fresh waste weekly, full audit monthly.

Wasted-Spend Weekly

• Pull SP/SB/SD search-term & matched-target reports (Sun-Sat)
• Log spend with no orders and cut or cap truly wasted terms

Cadence: every week.

Remote Health-Check Dashboard

• One sheet shows weekly spend, sales, ACoS, % non-converting spend, budget caps
• Lets leadership spot problems without opening the ad console

Cadence: review once a week; escalate any yellow/red cells.

Daily Budget Hygiene

• Use Amazon's Out-of-Budget filter every day
• Top 20% of campaigns should never cap out; re-allocate from the bottom 80% monthly

Seasonal Playbook for Prime Events & Holidays

• Identify keywords with >= 2 orders in the last 30 days
• "Best" set: 3x budget, up to 2x bid. "Good" set: 2x budget. Rest stay normal.
• Choose a mode: All-Gas, Profit-Only, or Hybrid

Timing: start 2 weeks before, lock budgets day-of, revert when CVR normalizes.

Problem to Strategic Move

Higher-level pivots you pull when the business situation changes.

Need explosive top-line growth for a surge?

Go "All Gas, No Brakes" — triple budgets, double bids, accept higher ACoS to grab share.

Profit is squeezed by higher fees?

Switch to "Profit Focus" — leave bids steady but raise budgets only on already-efficient campaigns so the CVR lift drops straight to the bottom line.

Sales dip and you're not sure why?

Run a market-vs-you pulse check in Category Insights, Opportunity Explorer & Brand Metrics before touching campaigns.

Keep chopping bids on high-ACoS ranking terms?

Create a minimum-bid ranking campaign so visibility never falls below a set threshold while you optimize the listing.

Lose visibility on peak-CPC days?

Use the hedgehog focus: isolate hero keywords in their own portfolio, raise only those bids, and let budgets (not bids) absorb extra volume elsewhere.

Campaigns run out of budget by midday?

Apply an 80/20 budget pyramid — unlimited budgets for the top 20% of campaigns, capped or trimmed budgets for the bottom 80%.

Afraid to test new keywords during Q4?

Keep max-bid guardrails in place and funnel exploration spend into separate Discover campaigns so proven queries get the lion's share of peak-season dollars.

Problem to Tactical Fix

Hands-on moves inside individual campaigns.

Keyword reaches 20 clicks with 0 orders

Add it as a negative exact immediately.

Many 1-click search terms bleed slowly

Run an N-gram analysis and negate shared tokens (e.g. "ceramic").

Negatives are fewer than positives

Schedule a monthly "negative sprint" until you hit a 3-5x negative-to-positive ratio.

Priority keyword loses rank after bid cuts

Set a hard minimum bid (e.g. never below $1) in that ad group.

Black Friday morning and nothing's prepped

30-minute triage:

• Ignore console sales lag — use Business Reports for real-time data
• Top performers? Raise budgets first
• Check the Out-of-Budget filter
• Only lift bids on ranking keywords

Campaign is constantly budget-capped

Estimate clicks x 2 (holiday uplift) and set daily budget at least that high; review midday.

Launching new keyword set but want cost control

Place fresh terms in a test ad group with a max-bid ceiling (e.g. 0.8 x category CPC).

Weekly ad spend keeps climbing with no revenue lift

Run the weekly wasted-spend sweep; trim irrelevant terms and shorten lifespans on unproven ones.

Use the Evergreen list as your permanent operating system, pull a Strategic Move when business conditions demand it, and deploy Tactical Fixes for day-to-day optimization.

Automação no MCP Titanos (hoje)

Regras nativas Amazon (dayparting/budget rules no console) — configure no Advertising Console ou aguarde exposição futura no MCP.

Exemplos com MCP

• Prime Day: ask_ads_report_analyst identifica campanhas vencedoras → update_resources em sp_campaigns (budget) e sp_keywords (bid), sempre com confirmação do usuário.
• Desperdício semanal: ask_ads_report_analyst no dataset ads_search_terms → negativos via create_resources.
• Teto de CPC: get_bid_guidance + update_resources em keywords, não regra SB nativa via MCP.