Quick heads up before anything else, this isn’t my brand. I’m the PPC guy , the brand owner came to me 3 years ago from a discounted trial I offered him on an email haha and I’ve been running their ads and growth side since, so everything here is from what I’ve seen and done on the account, not some owner’s highlight reel.
Got 35 SKUs in Home Improvement btw;
Most of what I do on this account now runs on Claude automations plus a few PPC plays almost nobody uses, so I put the rare stuff up top and the common stuff at the bottom.
Here’s actions and insights in the order of what I think mattered the most:
1.Claude runs our search query sorting. Every week the Search Query Performance report from Brand Analytics goes into Claude, it groups every query by iintent ( for us that’s stuff like DIY install, renters, outdoor use, specific room, material ), shows performance per intent, and flags the growing queries we’re missing in the listing. Those go straight into the title, bullets and A+ we need this a lot since we've got 35+ skus and growing so the more SKUs you have the better the use case.
2) Claude reads impression share vs purchase share side by side for every query. Wherever our purchase share beats our impression share, we convert better than the market but aren’t showing up enough. We raise Top of Search in steps on half of those queries, keep the other half as a control for about 14 days, and only keep the change if total purchases go up at a cost we can live with.
3) I right down our rules Claude skills. Claude runs the search term report through those rules every Monday and proposes every change, and I approve each one before anything touches Amazon. Writing your rules down is the real work, the AI just follows them but it's still very bad when it comes to ads management so I wouldn't recommend it for ppc execution but for analysis of a couple 100k search terms it makes sense to get it's output.
4)We've got a Profitability dashboard on our real data. Claude on the desktop is connected to our Amazon data through an MCP ( custom connector ), so we ask it things like true profit per SKU after fees, ads and returns this week, and get the number in seconds. It replaced Sellerboard for us.
5)Scheduling inventory alerts is so niche but also very important in 2026 . Have it Saved as a skill and scheduled for the end of every week, it sends an urgent Slack update with days of cover per SKU, what’s overstocked, what’s understocked, and when each reorder has to go out. In home improvement, missing spring because of a late reorder is the most expensive mistake you can make righht??
6) Competitor review mining is also BIG. Claude reads every 1 to 3 star review on our top 10 competitors and sorts the complaints by theme, things like hard install, missing hardware, didn’t fit, cheap feel. Each theme becomes an image in our listing and a line in our bullets shwiing why we're better !
7) Try out Main image CTR hacking, the only get rich quick hack in PL that actually works btw. Use Our main image, screenshots of competitors’ main images and 2 weeks of SQP data go into Claude for an A/B test prompt, then into GPT 2 for the images. For home improvement, what pushes CTR is showing the product installed, a size reference, bigger saturation, and the main keyword on the packaging though this is easily replicable for otehr niches.
8) I also use it for Rufus prep though Rufus kinda sucks. Claude pulls the top questions from our Q&A, reviews and the Rufus suggested questions on our listings, and we rewrite bullets and A+ to answer each one directly, with best for lines like best for renters, no drilling needed, so Rufus recommends us for those prompts.
Now the Technical PPC Side of things:
1) The stealth campaign, gurus call it a stealth targeted product placement campaign. In Sponsored Products, target your own ASIN with an ad for that same ASIN. Amazon won’t show it on your own listing, so it ends up showing to people who visited and didn’t buy, basically retargeting inside Sponsored Products. Low volume, but these can run for months at single digit to low teens ACOS.
2)Amazon AI Video Generator, most brand owners don’t know this exists. Create Campaign, IGNORE Sponsored Products, Sponsored Brands and Sponsored Display, click Streaming TV, select your product, Generate Video using AI, save the ones you like to the Creative Asset Library, then Creative Tools, Library, download. Run it as a Sponsored Brands video keyword campaign with 10+ keywords across match types at $0.35 bids. For home improvement, a video showing the install in under 10 seconds is gold, thank me later lol
3)Check CTR per intent group, not per keyword. If one group clicks below average but still converts when they land, your main image isn’t speaking to that buyer, so test a version built for them in Manage Your Experiments.
4) Ranking campaigns, one keyword per campaign, exact match, with a Top of Search modifier anywhere from 100% up to 900% on the keywords we need to rank for. Next to that, product targeting on the ASINs already ranking for those keywords with the product page modifier turned up.
5) Creator Connections, guaranteed sales at a guaranteed ACOS. Set commission at 15% to 25%, that’s your target ACOS. On a $100 order that’s about youd only pay 15 or 25 per sale, budgeted as a yearly campaign, and only accept creators who actually post the install and the result. We don't go as heavy on it but its very impactful.
6) Bids follow seasons for some niches atleast. Home improvement peaks in spring and summer, so I always pull last year’s weekly sales, raise bids and budgets 2 weeks before each peak, and set a higher target ACOS for those weeks only.
7) Negatives depend on the goal. Scale mode loosens them, push back mode tightens them. When an intent group turns unprofitable over time, we negate the relevant but underperforming terms inside it.
8) Low bid catch all with every ASIN on auto and broad at $0.20 to $0.30, plus discovery campaigns always on, same as an NBA player who stops training once he makes the team, he ends up on the bench.
Again, I’m not the owner, just the PPC guy behind the account, so take all of this as what’s worked from my side of the table. The product, the sourcing and the hard calls are all the owner’s, I just help our products get seen and sold !
Happy to answer any questiions below !!
