How do I structure my Amazon PPC campaigns without burning cash?
The short answer
Start with Sponsored Products using a split funnel: an Auto campaign at a moderate bid to discover which search terms actually convert, then after 2-3 weeks mine the search-term report and move proven winners into tightly targeted Manual exact-match campaigns at optimised bids. Keep the Auto campaign running at 30-40% of total PPC budget for ongoing discovery rather than killing it once you 'know your keywords', new converting terms keep showing up. Run one campaign per product group, not one campaign for your whole catalogue, or you'll never be able to tell which SKU's ads are actually working.
A quick summary to orient you. The real value is below: the resources worth your time, from people who've actually done it, not us.
Here are the resources
Hand-picked from around the web, each with a note on why it earns your time. India-specific ones carry a badge.
3 resources2 India-specific3 link-checked
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📄 Article
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Why we picked it
Straight from Amazon Ads, the campaign-structure fundamentals here apply on Amazon.in exactly as they do globally, and it's the source everyone else's blog post is paraphrasing anyway.
Why we picked it
One of the few PPC guides written specifically against Amazon India's CPC and competitive environment rather than US benchmarks that don't translate directly.
Why we picked it
A budget-setting-focused companion to the EcomSarthi guide, useful specifically for founders trying to figure out what minimum ad budget makes sense before launch.
