This Funnel’s So Good, I’d Marry It

The Exact PPC Funnel Strategy I Use to Launch and Scale Every Product

“Slow Bleed or Skyrocket?” 💸🚀

I once launched a product—a weighted jump rope—thinking, “Hey, fitness is hot, I’ll just drop in and grab my slice.”

Wrong.

Week one: 4 sales.
Ad spend: $128.77.
ACOS: 🤢 142%.

It felt like watching a faucet leak money.

But instead of panicking (okay, I panicked a little), I stepped back and did what I always do.
I turned on my 3-phase PPC funnel. Within 6 weeks, that jump rope was doing 20 sales a day with a 28% ACOS.

So today, I’m breaking down the exact PPC strategy I use on every single launch.
Simple. Scalable. Stupid-effective.

Let’s go. 👇

🔥 Phase 1: The Launch Fuel – “Ignite & Identify”

This stage isn’t about profits. It’s about data and velocity. We’re lighting the match.

I launch with:

• Auto Campaign (low bid): Let Amazon sniff out the search terms.

• Exact Match Campaign: 5–10 handpicked keywords from Helium 10 or your keyword tool of choice.

• Broad Match Campaign: 10–15 keywords to discover hidden gems.

🛠 Budget: $30–50/day total
🎯 ACOS Goal: Ignore it for now—focus on CTR and conversions.

What I Look For:

• Keywords with CTR > 0.5%

• Keywords with 2+ conversions

• Search terms with consistency, not one-hit wonders

🗒 I track every converting term in my launch journal (yes, the leather one), and I build my Phase 2 from this data.

💪 Phase 2: The Performance Layer – “Trim the Fat, Feed the Fire”

Now that I’ve got a hit list, I turn off the auto campaign (or reduce it) and refocus firepower.

Here’s the setup:

• Exact Match Campaign: Top-performing keywords only

• Product Targeting Campaign: Go after weaker competitors

• ASIN Defense: Target my own listings to prevent poaching

💰 Budget: $50–100/day depending on ROI
📈 ACOS Goal: 30–40%

🔥 Pro Tip: If a keyword gets 3+ conversions at a good ACOS?
I duplicate it into a single-keyword campaign and scale the bid slowly.

This is where sellers mess up—they try to scale too fast.
I scale by 5–10% per day max. Otherwise, Amazon goes nuts with your budget.

💼 Phase 3: The Maintenance + Growth Layer – “The Profit Engine”

Now we’re cooking with gas. I’ve got my winners, my costs are down, and now it’s about:

• Harvesting more long-tail terms

• Winning top-of-search placement for proven winners

• Cutting dead weight

Set up:

• Refined Broad Campaign: With only top root keywords to find long-tails

• Rest-of-Search Campaign: Cheaper placements, often ignored = hidden gold

• Top-of-Search Placement Adjustments: 20–40% placement boost for my best keyword(s)

🎯 ACOS Goal: 20–30%
📉 CTR & CVR should keep climbing here if your listing is solid

And yes, I still do manual checks weekly.
If a keyword tanks, I lower the bid. If it shines? I give it more juice.

🧠 Real Talk: Why This Funnel Works Every. Single. Time.

• It doesn’t rely on luck, just data

• It lets you scale only what’s working

• It avoids “ad waste” by isolating losers fast

• It builds a flywheel of relevance, traffic, and conversions

Too many sellers set one campaign, cross their fingers, and hope.
Hope isn’t a strategy. Funnels are.

I’ve used this exact method to launch:

• A jump rope (now top 10 in its subcategory)

• A silicone baking mat (with 35+ keywords at 10% ACOS)

• A teeth whitening pen (that outsold national brands during Prime Day)

You don’t need a 27-tab spreadsheet to win.
You just need structure.

🚀 The Big Lesson

There’s no such thing as a magic PPC button. But if you follow this funnel with discipline, your products will go from invisible to irresistible.

I’d bet my leather notebook on it. 😉

🧠 Repeat This Like a Mantra:

👉 “Fuel. Focus. Fire it up.” 👈

So what’s next?

✅ Ready to stop guessing and start scaling?
✅ Want to finally get your ACOS under control without cutting growth?

Try this funnel. Track your data. Be patient. And let the math do the talking. 💬

👉 If this helped, comment with your favorite PPC tip or question
⭐ Or just save this post so you don’t lose it when your ACOS hits 85% next week 😅
📩 Or share it with that seller buddy still running only auto campaigns in 2025 🙃

Keep Scaling, Stay Scrappy
— Ryan “Funnel Up, Baby” Keene 🧢

P.S. - Big news for your Monday morning routine ☕

Starting this Monday, April 28th, I’m turning the mic over to someone who’s made it his mission to help sellers like you scale smarter—not harder.

My good friend Andy Splichal, founder of True Online Presence and author of the Make Each Click Count book series, is officially joining us for a brand-new segment:
🎯 Make Each Click Count Mondays 🎯

Andy runs a full-service Amazon and Google Ads agency and has managed millions in ad spend. He’s helped brands explode from $0 to 7-figures and now he’s bringing that same fire to your inbox every week.

Expect agency-level insights, ad strategy that actually works, and powerful lessons from the trenches that’ll help you make each click (and dollar) count.

Whether you’re launching, scaling, or somewhere in between—this new Monday edition is for you. 💥

Don't miss it. This is going to be next-level.