CEO Brief: PPC + product timing
The goal is simple: spot demand shifts early, then move budgets and launches before competitors react.
What changes
- Faster keyword discovery (new rising terms)
- Less reactive PPC (shift spend earlier)
- Better product timing (launch before peak)
KPIs to watch
- CTR / CVR on new rising terms
- Acos / Tacos trend for “early” groups
- Share of spend moved to rising terms
Rollout (7 days)
- Pick 1 category + 1 hero ASIN
- Run weekly scan (same range each week)
- Promote top 10 terms into a test campaign
- Scale winners, kill losers fast
How to use it in PPC (simple rule)
If a term is consistently improving (rank getting better) across your selected weeks, treat it as
an “early signal” keyword. Start small (exact + phrase), measure, then scale.