PPC cost summary
The overall PPC Costs is calculated to give you a precise view of how much money you spent and the resulting sales fetched. The first section gives you an overall sales picture of the PPC cost spent and the revenue generated from the ad sales. The second chart is a breakdown of the sales versus the PPC costs for automatic and manual campaigns separately. It is advisable to have a reduced bid rate for automatic campaigns. The target is very vague since Amazon automatically identifies the search terms for which the ad must be shown. These search terms are extracted from the keywords in your title, product feature, description section, etc. The Ad impression is not very precise in terms of the CTR and the sales rate. Therefore it is better to bid lesser in automatic campaigns.