Tools
Calculators I actually use.
The arithmetic behind day-to-day account decisions, without the spreadsheet. Everything runs in your browser — nothing is sent anywhere, nothing is saved, and it all resets when you reload.
Campaign Naming Generator
Builds a campaign name to the six-field convention. Leave Match Type blank for exact — it is the default, so the article leaves it off.
Fill in the fields aboveACOS Calculator
Advertising cost of sale — what share of your ad-attributed revenue went on ads. Both figures must cover the same period.
TACOS Calculator
Total advertising cost of sale — ad spend as a share of all revenue, ad-attributed and organic combined. The number that tells you whether advertising is actually growing the business.
Break-Even ACOS Calculator
The highest ACOS the product can sustain before it stops being profitable — margin left after Amazon's cut and fulfilment, before any ad spend.
Target ACOS Calculator
Break-even ACOS minus the margin you actually want to keep. This is the number to manage bids against — the ceiling that still leaves you a profit.
Sharing the unit economics from the Break-Even ACOS calculator above — edit either set and both update.
Max CPC Calculator
The most a click can cost and still leave the margin your target ACOS was set to protect. This is the number to cap a bid at, not the bid itself.
Target ACOS and price come from the calculators above — add your conversion rate to turn that percentage into a bid.
The naming generator follows the convention set out in Campaign Structure and Naming Conventions That Scale.