There are 2 main goals of PPC:

To drive traffic to your listing for the minimal cost possible

Improve organic ranking for long-term sales at no cost

How Amazon determines your organic position is influenced by sales velocity. The more you sell, the better you rank

I first, perform in-depth KW research of your top competitors

I create a refined list of relevant keywords and track the organic ranking using Helium 10

I first focus on keywords that are easier to rank for, with 500-1500 searches per month, and then work our way up to the more competitive ones

Each week I select just max 3 keywords for which we would like to rank organically. I keep this to a minimum as it requires a lot of spending, especially for highly competitive keywords.

I ensure that the listing is also optimized for the selected KWs

I track and document performance on a weekly basis

As with many aspects of Amazon, it can take 2-3 weeks to show any movement so patience is key