-------------------------------------------------------------------------------- DOCUMENT CONTROL -------------------------------------------------------------------------------- Document ID : DAB-AMZ-PPC-001 Title : Amazon PPC Campaign Structure & ACoS Management SOP Version : 1.0 Status : DRAFT Date Created : 2026-05-01 Prepared by : PYB / Daralbeida Style : BPGP Department : MKTG Classification: Internal — Confidential Related Docs : DAB-AMZ-LAUNCH-MASTER-001, DAB-AMZ-KW-001, DAB-AMZ-BR-001 NOTE : This document is the brief to be issued to the PPC contractor upon onboarding. Contractor receives this document only — not the full launch document set. -------------------------------------------------------------------------------- OUTLINE -------------------------------------------------------------------------------- 1. Purpose & Scope 2. Brand & Product Context for Contractor 3. Account Structure Overview 4. Campaign Types Authorised 5. Phase 1: Auto Campaign Specification 6. Phase 2: Manual Campaign Specification 7. Campaign Naming Convention 8. Bid Strategy & Budget Allocation 9. ACoS & TACoS Targets by Phase 10. Keyword Harvesting Protocol 11. Negative Keyword Protocol 12. Reporting Requirements 13. Escalation & Approval Protocol 14. Contractor Obligations & Access 15. Prohibited Actions 16. Acronyms 17. Glossary -------------------------------------------------------------------------------- 1. PURPOSE & SCOPE ================================================================================ This document defines the full PPC campaign architecture, bidding strategy, optimisation protocol, and reporting requirements for Daralbeida's Amazon advertising activity during Phase 1 (Year 1). It serves simultaneously as an internal operational reference and as the brief to be issued to the PPC contractor upon onboarding. All campaign creation, modification, budget changes, and strategy decisions must follow this document. Deviations require written approval from PYB. The PPC contractor operates within the parameters defined here and does not have authority to create campaign types, spend above budget ceilings, or make structural changes outside these specifications without explicit approval. 2. BRAND & PRODUCT CONTEXT FOR CONTRACTOR ================================================================================ Daralbeida is a premium Moroccan extra virgin olive oil brand launching on Amazon US via FBA. There are two active SKUs: SKU Size Retail Price ASIN -------------- ------- --------------- -------------------------------- DAB-OO-0.5L 0.5L $26.00 [To be confirmed at listing creation] DAB-OO-1L 1.0L $32.00 [To be confirmed at listing creation] The brand is positioned at the premium end of the olive oil category — comparable price points to Brightland, Graza, and California Olive Ranch at the top of the US specialty EVOO market. The target consumer is a food-engaged, quality-conscious adult shopper. PPC strategy must reflect premium positioning: we are not competing on lowest price and campaigns should not be optimised for raw volume at the expense of brand perception. Primary keywords driving the brand: "moroccan olive oil," "premium EVOO," "single estate olive oil." Full keyword set in DAB-AMZ-KW-001. Both SKUs are FBA. Brand Registry is enrolled. A+ Content and Brand Store are live at campaign launch. 3. ACCOUNT STRUCTURE OVERVIEW ================================================================================ All campaigns are housed within a single Seller Central advertising account linked to the Daralbeida brand. The account structure is organised by campaign type and SKU, using the naming convention in Section 7. STRUCTURAL HIERARCHY Portfolio level : DAB — Daralbeida Phase 1 Campaign level : One campaign per type per SKU (see Sections 5–6) Ad Group : One per campaign unless split testing warrants two Keywords : As specified per campaign type Portfolios must be used to group campaigns by phase and SKU. This allows budget management and reporting at portfolio level in addition to campaign level. Portfolio Name Contents ----------------------- ------------------------------------------------ DAB-AUTO-PHASE1 All auto campaigns, both SKUs DAB-MANUAL-PHASE1 All manual keyword campaigns, both SKUs DAB-SB-PHASE1 All Sponsored Brands campaigns 4. CAMPAIGN TYPES AUTHORISED ================================================================================ The following campaign types are authorised for Phase 1. No other campaign types may be created without written approval from PYB. Type Authorised Launch Timing ----------------------- ------------- -------------------------------- Sponsored Products Auto Yes Week 7 (at listing activation) Sponsored Products Yes Week 9–10 (post auto harvest) Manual Keyword Sponsored Brands Yes Week 8 (after Brand Store live) Sponsored Brands Video Yes Month 3+ (after creative ready) Sponsored Display No Phase 2 only DSP No Phase 2 only 5. PHASE 1: AUTO CAMPAIGN SPECIFICATION ================================================================================ Auto campaigns allow Amazon to match ads to search terms, product pages, and related ASINs based on listing content. They are the primary data source for identifying winning keywords and targets before manual campaigns are built. PURPOSE OF AUTO CAMPAIGNS IN THIS STRATEGY - Discover converting search terms not in the seed keyword list - Discover competitor ASINs and categories where Daralbeida ads convert - Generate impression and click data to inform manual campaign construction - Maintain broad reach during the brand establishment period AUTO CAMPAIGN CONFIGURATION Setting 0.5L Campaign 1L Campaign ----------------------- ----------------------- ----------------------- Campaign name Per Section 7 Per Section 7 Targeting type Automatic Automatic Match types active Close, Loose, Close, Loose, Substitutes, Substitutes, Complements Complements Daily budget $20/day $15/day Bid strategy Dynamic bids — Dynamic bids — down only down only Default bid $0.90 $0.90 Start date Day of listing Day of listing activation activation End date None (ongoing) None (ongoing) BID STRATEGY NOTE: "Dynamic bids — down only" is specified for auto campaigns during launch to prevent Amazon from exceeding bid amounts on low-quality placements. Do not use "Fixed bids" or "Dynamic bids — up and down" during the auto harvest phase. The contractor may recommend a change after 4 weeks of data, subject to PYB approval. HARVEST REVIEW SCHEDULE: Auto campaign search term reports must be pulled and reviewed every 7 days from launch. Minimum harvest period before manual campaign construction: 3 weeks of active spend data. 6. PHASE 2: MANUAL CAMPAIGN SPECIFICATION ================================================================================ Manual campaigns are built from the data harvested from auto campaigns, plus the seed keyword list from DAB-AMZ-KW-001. Manual campaigns allow precise bid control by keyword and match type. MANUAL CAMPAIGN STRUCTURE Three manual Sponsored Products campaigns per SKU, separated by match type: Campaign Match Type Purpose ------------------- ------------ ----------------------------------------- Manual — Exact Exact Highest-converting confirmed terms; tightest bid control; most efficient ACoS Manual — Phrase Phrase Broader reach than exact; captures natural language variations of seed terms Manual — Broad Broad Discovery and long-tail coverage; monitored closely for irrelevant matches INITIAL KEYWORD ALLOCATION BY CAMPAIGN TYPE Exact match campaign seeds (from DAB-AMZ-KW-001 primary list): moroccan olive oil moroccan extra virgin olive oil premium evoo single estate olive oil moroccan evoo cold pressed olive oil morocco [+ top converting terms from auto harvest] Phrase match campaign seeds: moroccan olive oil single estate olive oil premium extra virgin olive oil cold pressed olive oil [+ mid-performing auto harvest terms] Broad match campaign seeds: moroccan olive premium evoo gourmet olive oil [+ long-tail discovery terms from DAB-AMZ-KW-001] MANUAL CAMPAIGN BIDS Match Type Starting Bid Adjustment Range ------------- --------------- -------------------------- Exact $1.20 $0.80 – $2.50 Phrase $0.95 $0.60 – $1.80 Broad $0.70 $0.40 – $1.20 Bids are adjusted weekly based on ACoS performance per keyword per Section 9. The contractor must not increase any individual keyword bid above $2.50 without PYB approval. PRODUCT TARGETING CAMPAIGNS In addition to keyword campaigns, one Product Targeting campaign per SKU is authorised. This campaign targets specific competitor ASINs and category pages identified during the auto harvest phase. Setting Specification ----------------------- ----------------------------------------------- Targeting type Manual — Product/Category Targets Competitor ASINs from auto campaign report; "Extra Virgin Olive Oil" category page Daily budget $10/day per SKU Bid strategy Fixed bids Default bid $0.75 Contractor must present a list of proposed competitor ASIN targets to PYB for approval before the product targeting campaign is launched. No competitor brand names may appear in keyword fields. 7. CAMPAIGN NAMING CONVENTION ================================================================================ All campaigns must follow this naming convention exactly. Deviations will be corrected during the first weekly review. FORMAT: DAB — [Campaign Type] — [SKU] — [Match Type / Targeting] — [Phase] EXAMPLES: DAB-SP-AUTO-0.5L-PH1 Sponsored Products Auto, 0.5L, Phase 1 DAB-SP-AUTO-1L-PH1 Sponsored Products Auto, 1L, Phase 1 DAB-SP-MAN-EX-0.5L-PH1 Sponsored Products Manual Exact, 0.5L, Phase 1 DAB-SP-MAN-PH-0.5L-PH1 Sponsored Products Manual Phrase, 0.5L, Phase 1 DAB-SP-MAN-BR-0.5L-PH1 Sponsored Products Manual Broad, 0.5L, Phase 1 DAB-SP-MAN-EX-1L-PH1 Sponsored Products Manual Exact, 1L, Phase 1 DAB-SP-MAN-PH-1L-PH1 Sponsored Products Manual Phrase, 1L, Phase 1 DAB-SP-MAN-BR-1L-PH1 Sponsored Products Manual Broad, 1L, Phase 1 DAB-SP-PT-0.5L-PH1 Sponsored Products Product Targeting, 0.5L DAB-SP-PT-1L-PH1 Sponsored Products Product Targeting, 1L DAB-SB-KW-PH1 Sponsored Brands Keyword, Phase 1 DAB-SB-VID-PH1 Sponsored Brands Video, Phase 1 Ad groups within each campaign follow the same convention with a suffix: DAB-SP-MAN-EX-0.5L-PH1 — AG1 — Primary 8. BID STRATEGY & BUDGET ALLOCATION ================================================================================ TOTAL MONTHLY PPC BUDGET Phase Months Monthly Budget Ceiling Notes --------------- ----------- ------------------------- --------------------- Launch 1–3 $1,500/month Auto campaigns only for first 3 weeks Growth 4–6 $2,000/month Manual campaigns live Steady State 7–12 $2,500/month Full campaign set These are ceiling figures. Actual spend should be optimised to target ACoS — do not spend to budget if ACoS is being exceeded. The budget ceiling is a guard, not a target. BUDGET ESCALATION PROTOCOL Any proposed budget increase above the ceiling for a given phase requires written approval from PYB via email or messaging channel confirmed by PYB. The contractor must not self-approve budget increases. DAILY BUDGET ALLOCATION (LAUNCH PHASE) Campaign Daily Budget --------------------------- --------------- DAB-SP-AUTO-0.5L-PH1 $20.00 DAB-SP-AUTO-1L-PH1 $15.00 DAB-SB-KW-PH1 $15.00 Total daily (launch) $50.00 (~$1,500/month) Once manual campaigns launch, auto campaign budgets are reduced and manual campaigns allocated from the same monthly ceiling. 9. ACoS & TACoS TARGETS BY PHASE ================================================================================ ACoS (Advertising Cost of Sale) = Ad Spend / Ad Revenue × 100 TACoS (Total Advertising Cost of Sale) = Ad Spend / Total Revenue × 100 TACoS is the more strategically important metric as it measures ad spend against total sales (organic + paid), reflecting the true cost of advertising as a share of the business. ACoS measures efficiency within the ad channel only. TARGETS Phase ACoS Target TACoS Target Rationale --------------- --------------- --------------- --------------------------- Launch (M1–3) < 40% < 25% Review seeding period; organic rank building; accept higher ad cost Growth (M4–6) < 32% < 20% Organic rank improving; reduce dependency on paid Steady State < 28% < 18% Organic contribution (M7–12) mature; ad spend efficient BREAK-EVEN ACoS REFERENCE Break-even ACoS is the point at which ad spend equals the margin on the sale. Contractor must calculate break-even ACoS from Daralbeida's margin data (to be provided by PYB) and flag immediately if any campaign sustains ACoS above break-even for more than 7 consecutive days. KEYWORD-LEVEL ACoS MANAGEMENT Keyword ACoS Action ------------------- ------------------------------------------------------- < 20% Raise bid by 10–15%; capture more impression share 20% – 28% Maintain; monitor weekly 28% – 40% Reduce bid by 10%; monitor 40% – 60% Reduce bid by 20%; add to review list > 60% Pause keyword; add to negative list if no conversions after 30 clicks 0 conversions If > 30 clicks and 0 conversions: pause and add as after 30 clicks negative in all broader match type campaigns 10. KEYWORD HARVESTING PROTOCOL ================================================================================ The keyword harvest is the process of extracting converting search terms from auto campaigns and promoting them into manual campaigns with precise bids. HARVEST CADENCE: Every 7 days from auto campaign launch. HARVEST PROCESS (WEEKLY) Step 1: Download the Search Term Report from Seller Central > Reports > Advertising Reports > Search Term Report. Set date range to the prior 7 days. Step 2: Filter the report. Remove rows with fewer than 5 clicks. Sort by Orders (descending). Step 3: Identify HARVEST CANDIDATES — search terms with: (a) 1 or more orders, OR (b) 5+ clicks with CVR > 5% (potential converters) Step 4: Check each harvest candidate against the existing manual exact campaign keyword list. If not already present, add as exact match keyword at a starting bid of $1.10. Step 5: Identify NEGATIVE CANDIDATES — search terms with: (a) 10+ clicks and 0 orders (b) Clearly irrelevant to Daralbeida (e.g. "olive oil for hair," "cooking oil cheap," competitor brand names) Add to negative list per Section 11. Step 6: Document all additions in the weekly PPC report per Section 12. PYB reviews and approves harvest additions at the weekly meeting. HARVEST LOG: Contractor must maintain a running harvest log (Google Sheet or equivalent) showing: date harvested, search term, clicks, orders, ACoS, action taken (added to exact, added as negative, held for review). This log is shared with PYB and forms part of the weekly report. 11. NEGATIVE KEYWORD PROTOCOL ================================================================================ Negative keywords prevent ads from showing on irrelevant or unprofitable search terms, reducing wasted spend. Negatives must be managed proactively. NEGATIVE KEYWORD TYPES Negative Exact : Prevents ads on that exact search term only Negative Phrase : Prevents ads on any search term containing that phrase STANDING NEGATIVE LIST (LAUNCH DAY — ADD BEFORE FIRST IMPRESSION) The following negative phrase matches must be added to all campaigns on day one, before any spend is incurred: hair (olive oil for hair) skin (olive oil for skin) baby (baby oil) lamp (lamp oil) cheap (cheap olive oil) bulk (bulk olive oil) wholesale (wholesale olive oil) pomace (olive pomace oil — different product) light (light olive oil — different grade) pure (pure olive oil — different grade) refined (refined olive oil — different product) [competitor brand names — list to be confirmed by PYB; not documented here to avoid brand name association in this document] These standing negatives prevent obvious category bleed from day one and protect budget from the highest-volume irrelevant traffic patterns in the olive oil category. ONGOING NEGATIVE MANAGEMENT Negatives identified through the weekly harvest process per Section 10 are added as negative exact match at the campaign level where the irrelevant term appeared, and as negative phrase match at the portfolio level if the term pattern is broadly irrelevant (e.g. "wholesale" should be negative at portfolio level, not just one campaign). NEGATIVE KEYWORD GOVERNANCE The contractor must not add competitor brand names as negatives without confirming with PYB first. In some cases, competitor brand search terms convert for Daralbeida (comparative shoppers) and should be monitored before being negated. 12. REPORTING REQUIREMENTS ================================================================================ The PPC contractor is required to deliver the following reports to PYB. WEEKLY REPORT (EVERY MONDAY, BY 12:00 PM ET) Delivered via: email to PYB (channel confirmed at onboarding) Format: Google Sheet or Excel with the following tabs: Tab 1 — Campaign Summary Columns: Campaign name, Impressions, Clicks, CTR, Spend, Sales, ACoS, TACoS, Orders, CVR Period: Prior 7 days vs prior 7 days (week-on-week comparison) Tab 2 — Keyword Performance Columns: Keyword, Match type, Campaign, Impressions, Clicks, CTR, Spend, Sales, ACoS, Orders, Bid (current), Bid change (if any) Filter: Keywords with > 3 clicks in the period Tab 3 — Search Term Harvest Log Columns: Date, Search term, Clicks, Orders, ACoS, Action taken Running log, appended each week Tab 4 — Negative Keyword Log Running log of all negatives added: date, term, match type, campaign, reason for addition Tab 5 — Recommendations Contractor's 3–5 prioritised recommendations for the coming week. Each recommendation must state: what, why, expected impact. MONTHLY REPORT (FIRST MONDAY OF EACH MONTH) Includes all weekly report content plus: - Month-over-month trend summary (spend, ACoS, TACoS, orders, CVR) - Organic rank tracking for primary keywords (screenshot evidence) - Budget pacing: actual vs monthly ceiling - Bid landscape analysis: CPC trends in the olive oil category - Strategic recommendation for the following month ESCALATION REPORTS (AD HOC) If any of the following occur, the contractor must alert PYB within 4 hours: - Any campaign ACoS exceeds 80% for 3 consecutive days - Daily spend exceeds monthly budget ceiling (pro-rated) - A listing is suppressed or goes out of stock - An anomalous event in account (billing issue, policy warning, etc.) 13. ESCALATION & APPROVAL PROTOCOL ================================================================================ The following actions require PYB approval before execution: Action Approval Required ----------------------------------------- --------------------------------- Budget increase above monthly ceiling Written approval from PYB Any new campaign type not in Section 4 Written approval from PYB Any individual keyword bid above $2.50 Written approval from PYB Adding competitor ASINs to product List approval from PYB before targeting campaigns campaign creation Pausing a campaign entirely Written approval from PYB Changes to campaign naming convention Written approval from PYB Any change to Sponsored Brands creative Written approval from PYB Approval via email or documented messaging channel. Verbal approval is not sufficient. Contractor must log all approvals received in the weekly report. 14. CONTRACTOR OBLIGATIONS & ACCESS ================================================================================ ACCESS The PPC contractor accesses Seller Central via an IAM sub-account created by PYB with advertising permissions only. The contractor does not have access to: inventory management, order management, financial reports, or account settings. Root account credentials are never shared with the contractor. CONFIDENTIALITY The contractor treats all Daralbeida advertising data, keyword lists, campaign structures, ACoS performance, and sales data as confidential. This data may not be shared with any third party, used for competitive intelligence for other clients, or referenced in case studies without written consent from PYB. CROSS-ACCOUNT DATA USE The contractor may not use data from the Daralbeida account to benefit or inform any other client account, and may not use data from other client accounts to inform Daralbeida strategy without explicit disclosure and approval. IP OWNERSHIP All campaign structures, keyword lists, negative keyword lists, and advertising strategies developed for Daralbeida remain the property of Daralbeida. Upon termination of the engagement, the contractor provides full account access transfer within 24 hours and retains no copies of Daralbeida account data. ENGAGEMENT TERMS Monthly engagement. Either party may terminate with 14 days written notice. The contractor provides a full account handover document upon termination. 15. PROHIBITED ACTIONS ================================================================================ The following are absolutely prohibited and constitute grounds for immediate termination of the contractor engagement: - Spending above the monthly budget ceiling without written approval - Creating campaign types not listed in Section 4 - Using competitor brand names as positive keywords in any campaign - Adding keywords or search terms that make prohibited claims (health, "#1," comparative superlatives) per Daralbeida brand policy - Modifying listing content (contractor has advertising access only) - Sharing Daralbeida account data with any third party - Making changes to account settings, payment methods, or billing - Bidding on Daralbeida brand name terms as exact match without approval (brand defence campaigns require separate discussion) 16. ACRONYMS ================================================================================ ACoS Advertising Cost of Sale (Ad Spend / Ad Revenue × 100) ASIN Amazon Standard Identification Number BR Broad match (keyword match type) CPC Cost Per Click CTR Click-Through Rate CVR Conversion Rate DSP Demand-Side Platform (Amazon programmatic advertising) EX Exact match (keyword match type) EVOO Extra Virgin Olive Oil FBA Fulfilled by Amazon IAM Identity and Access Management (Amazon sub-account system) KW Keyword MKTG Marketing & Brand (department code) PH Phrase match (keyword match type) PPC Pay-Per-Click PT Product Targeting SB Sponsored Brands SKU Stock Keeping Unit SOP Standard Operating Procedure SP Sponsored Products TACoS Total Advertising Cost of Sale (Ad Spend / Total Revenue × 100) ================================================================================ 17. GLOSSARY ================================================================================ ACoS (Advertising Cost of Sale) The ratio of ad spend to ad-attributed revenue, expressed as a percentage. Formula: Ad Spend / Ad Revenue x 100. Launch target: below 40%. Steady-state target: below 28%. Auto Campaign An Amazon PPC campaign type in which Amazon automatically matches ads to customer searches based on listing content. Used in Phase 1 to harvest keyword and ASIN targeting data before manual campaigns are built. Daralbeida Brand name of the premium Moroccan EVOO venture. Always one word. USPTO trademark application filed, Class 29. EVOO Extra Virgin Olive Oil. Highest IOC grade. FFA 0.8% maximum, cold-extracted without chemical processing. Manual Campaign An Amazon PPC campaign type in which the seller specifies exact keywords or ASINs to target and sets individual bids. Built from auto campaign harvest data after minimum three weeks of auto campaign data collection. Negative Keywords Keywords explicitly excluded from a PPC campaign to prevent ads from showing for irrelevant or unprofitable search terms. Negative keyword pruning is a core weekly optimization task. Sponsored Brands Keyword-triggered banner ads displaying the Daralbeida brand logo, custom headline, and multiple ASINs at the top of Amazon search results. Available only to Brand Registry sellers. Requires Brand Store to be live. Sponsored Products The primary Amazon PPC ad format. Individual product ads that appear in search results and on product detail pages. The foundation of Phase 1 advertising for Daralbeida. TACoS (Total Advertising Cost of Sale) The ratio of total ad spend to total revenue (including organic sales), expressed as a percentage. Formula: Ad Spend / Total Revenue x 100. Steady-state target: below 18%. -------------------------------------------------------------------------------- DOCUMENT CONTROL (FOOTER) -------------------------------------------------------------------------------- Document ID : DAB-AMZ-PPC-001 Version : 1.0 Status : DRAFT Style : BPGP Department : MKTG Last Modified : 2026-05-01 Review Cycle : Monthly during Phase 1; upon Amazon advertising policy update; upon PPC contractor onboarding or change Retention : 3 years from date of creation Owner : PYB / Daralbeida Distribution : Internal + PPC contractor (this document only — contractor does not receive the full launch document set) COMPLIANCE : Break-even ACoS calculation requires margin data from PYB before contractor onboarding. Competitor brand name negative list must be confirmed by PYB before campaign launch. Budget ceiling figures must be confirmed against current financial plan before issuing to contractor. -------------------------------------------------------------------------------- END OF DOCUMENT --------------------------------------------------------------------------------