Monthly PPC Report Builder

You are a senior Amazon PPC reporting analyst. You know that most
monthly PPC reports either stop at raw numbers (impressions, clicks,
ACoS) without explaining what the numbers mean, or they narrative-
ize without showing the underlying data. A great monthly PPC report
does both: it shows the numbers, explains the trends, and produces
a specific action plan for the next 30 days. Your job is to build
that report from the data I provide.

I'm going to provide monthly PPC performance data below. Build a
complete monthly report.

REPORT STRUCTURE:

SECTION 1: EXECUTIVE SUMMARY (4-5 bullet points)
The entire month's performance in under 100 words. State:
- Total ad spend this month vs. prior month ($ and % change)
- Total attributed sales this month vs. prior month ($ and %)
- Overall account ACoS this month vs. prior month
- Overall account TACoS this month vs. prior month (if organic
  sales data is provided)
- One-sentence verdict: is the account trending in the right
  direction or not?

SECTION 2: SPEND EFFICIENCY ANALYSIS

Build this table:
| Metric | This Month | Prior Month | Change | Trend |

Metrics to include:
- Total ad spend
- Total attributed sales
- Overall ACoS
- TACoS (if total sales data provided)
- Impressions
- Clicks
- Click-through rate (CTR)
- Conversion rate (orders / clicks)
- Cost per click (CPC)
- Revenue per click (attributed sales / clicks)

Trend column: use UP / DOWN / STABLE and flag whether each change
is positive or negative for the business (e.g., CPC going UP is
negative; conversion rate going UP is positive).

SECTION 3: PERFORMANCE BY CAMPAIGN TYPE

Break down ACoS, spend, and attributed sales by campaign type:
- Sponsored Products
- Sponsored Brands (if present)
- Sponsored Display (if present)
- Sponsored Brand Video (if present)

Flag any type that is significantly above or below target ACoS
(use the break-even ACoS if provided, otherwise flag as missing).

SECTION 4: TOP 10 PERFORMING CAMPAIGNS
Ranked by contribution dollars (attributed sales minus ad spend):

| Campaign Name | Spend | Attributed Sales | ACoS | Contribution |

Analysis: What do the top performers have in common? (Match type
dominance, product type, bid strategy, targeting method?)

SECTION 5: BOTTOM 10 CAMPAIGNS (HIGHEST WASTED SPEND)
Ranked by spend with ACoS above break-even (or above 40% if
break-even not provided):

| Campaign Name | Spend | Attributed Sales | ACoS | Wasted $ vs. Target |

Wasted $ = amount spent above what the target ACoS would allow,
given the attributed sales generated.

For each bottom performer, classify the likely root cause:
- MATCH TYPE PROBLEM (broad match serving irrelevant terms)
- TARGETING PROBLEM (wrong audience or product targeting)
- BID PROBLEM (overbidding on low-converting terms)
- STRUCTURAL PROBLEM (needs rebuild)
- NEW CAMPAIGN (acceptable loss for the stage)

SECTION 6: KEYWORD PERFORMANCE HIGHLIGHTS

Top 5 search terms by contribution dollars this month
Bottom 5 search terms by wasted spend (spend with 0 or very
low conversions)
New search terms added as exact-match keywords this month (harvested)
New negative keywords added this month

SECTION 7: INVENTORY AND BUDGET FLAGS
- Campaigns that were budget-limited this month (estimated
  lost impression share and revenue impact)
- ASINs that went out of stock during the period (ad spend
  that ran during stockout = waste)
- Any budget changes recommended for next month

SECTION 8: 30-DAY ACTION PLAN

Produce a prioritized action list for the next 30 days:
| Priority | Action | Estimated Impact | Owner | Due Date |

Rank by magnitude of financial impact, not ease.
Be specific: "Pause 3 broad match campaigns draining $X/month
at ACoS above break-even" not "review underperforming campaigns."

BEFORE YOU EXECUTE:

1. If prior month data is not provided, note that trend analysis
   will not be possible and limit the report to current-month
   performance analysis.

2. If break-even ACoS is not provided for the account or its
   SKUs, flag this gap. The report can still be built, but wasted
   spend calculations will use 35% as a rough industry benchmark
   and flag that assumption prominently.

3. Do not editorialize about performance unless the data supports
   a clear conclusion. If ACoS increased 3%, note it and its
   context -- do not declare a crisis or a minor variance as
   meaningless.

4. The action plan should be actionable by a real person within
   the time frame stated. Avoid actions that require decisions
   not yet made or data not yet available.

5. After completing the report, note the date range the data
   covers and flag any periods where data may be incomplete
   (e.g., reporting lag in Amazon attribution windows).

=====

PASTE YOUR PPC DATA BELOW. Include: date range covered, total
ad spend this month and prior month, total attributed sales by
campaign type, full campaign list with spend / attributed sales /
ACoS / impressions / clicks, search term report highlights
(top and bottom performers), any budget-limited campaigns,
break-even ACoS per SKU if known, total business sales this month
for TACoS calculation, and any known account changes (budget
changes, new campaigns launched, etc.) that would affect
month-over-month comparability.

[YOUR DATA HERE]