AMC for PPC managers: your starting path

In short: As a PPC manager for sponsored ads you first need access: the guide on AMC without DSP shows what works without a DSP. After that the ROAS and ACOS calculator, the path and frequency queries of the library, the keyword clustering playbook and rule-based audiences for sponsored ads are worth your time.

Your starting path in this order

After that

Questions typical for this role

  • Which ads and search terms actually lead to purchases?
  • How large must an audience be so creation does not fail?
  • Why are rows missing from my result?

Editorial selection of our own pages, as of 2026-10-09.

Keep reading: All roles