From 08b02ac77960fdc6b560193063ac43a0b2ee123f Mon Sep 17 00:00:00 2001
From: Claude <noreply@anthropic.com>
Date: Thu, 16 Jul 2026 22:59:51 +0000
Subject: [PATCH 1/6] content: audit modules 2-8, fix factual/arithmetic bugs
 and stale terms
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Add docs/CONTENT-AUDIT-MODULES-2-8.md: a full read of all 23 remaining
lesson files (modules 2-8), cross-checked against PR #29's claimed
fixes, the voice guide, and Module 1's rewritten terminology.

Fix the P0 findings from that audit:
- 8.2: remove two fabricated Amazon features (a "Bid Simulator" and an
  "Eligible Impressions" report, both Google Ads terminology that
  doesn't exist in Sponsored Products), unify three contradictory SOV
  threshold schemes into one, add the fact card PR #29's own commit
  message claimed already existed here.
- 8.3: fix a Gap Analysis Matrix that contradicted its own scoring
  rule; four of six rows used labels outside the defined scale.
- 3.1: fix a cascading ACoS error (stated 26%, actual ~17%) that threw
  off two derived comparison multipliers.
- 5.1: fix a portfolio budget example that claimed to stay under a
  ₱2,000 cap while actually totaling ₱2,100.
- 5.2: resolve a self-contradiction between "you only pay the daily
  budget" and a weekly total that included the uncapped over-delivery
  day; add a fact card, matching this file's own dayparting treatment.
- 5.3: fix a Gross Profit table implying two different margins for the
  same product; state the assumed margin explicitly.
- 4.2: fix a ROAS range that didn't invert its paired ACoS range.
- 2.3: stop labeling $0/spend rows as "100% ACoS" (undefined, not 100).
- 3.3: fix a mislabeled table column, a single month's savings
  mislabeled as an annual total, an inaccurate video-placement claim,
  and an unsourced conversion-lift stat.
- 6.1, 6.2, 4.4: replace "break-even CPC/bid" with "maximum CPC at
  target ACoS" to match Module 1's rewritten terminology, and fix a
  4.4 cross-reference that skipped Module 5 entirely.
- Module 8's three files: fix frontmatter (lowercase xpreward, missing
  type/estimatedMinutes) that was silently defeating the importer's
  XP/type/duration values.

Voice-guide cleanup (em-dashes, emoji, acronym definitions, missing
quiz coverage in modules 2-3) is scoped as its own follow-up phase per
the audit doc, given its size.

Co-Authored-By: Claude Sonnet 5 <noreply@anthropic.com>
Claude-Session: https://claude.ai/code/session_01QSfREMzPnGxjrUPSbz3PGp
---
 .../2.3-negative-keywords.mdx                 | 10 +--
 .../3.1-listing-quality-score.mdx             |  4 +-
 .../3.3-aplus-content.mdx                     |  8 +-
 .../4.2-sponsored-brands-display.mdx          |  2 +-
 .../4.4-campaign-architecture-practice.mdx    |  6 +-
 .../5.1-campaign-portfolios.mdx               |  8 +-
 .../5.2-budget-pacing.mdx                     | 40 ++++++----
 .../5.3-seasonal-strategy.mdx                 | 10 ++-
 .../6-bidding-lab/6.1-bid-strategies.mdx      |  6 +-
 .../6.2-placement-adjustments.mdx             |  4 +-
 .../8.1-brand-analytics.mdx                   |  4 +-
 .../8.2-share-of-voice.mdx                    | 58 +++++++++-----
 .../8.3-competitor-benchmarking.mdx           | 28 ++++---
 docs/CONTENT-AUDIT-MODULES-2-8.md             | 76 +++++++++++++++++++
 14 files changed, 190 insertions(+), 74 deletions(-)
 create mode 100644 docs/CONTENT-AUDIT-MODULES-2-8.md

diff --git a/content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx b/content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx
index 203fe72..df32ff9 100644
--- a/content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx
+++ b/content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx
@@ -26,14 +26,14 @@ Let's look at a real example. A cutting board seller runs a broad match campaign
 |-------------|--------|-------|-------|------|
 | cutting board | 45 | $30.15 | $74.97 | 40% |
 | bamboo cutting board | 38 | $25.46 | $99.96 | 25% |
-| *cutting board accessories* | *22* | *$14.74* | *$0* | *100%* |
-| *how to clean cutting board* | *18* | *$12.06* | *$0* | *100%* |
-| *cutting board oil* | *15* | *$10.05* | *$0* | *100%* |
-| *cutting board for kids craft* | *12* | *$8.04* | *$0* | *100%* |
+| *cutting board accessories* | *22* | *$14.74* | *$0* | *no sales* |
+| *how to clean cutting board* | *18* | *$12.06* | *$0* | *no sales* |
+| *cutting board oil* | *15* | *$10.05* | *$0* | *no sales* |
+| *cutting board for kids craft* | *12* | *$8.04* | *$0* | *no sales* |
 | large cutting board with juice groove | 28 | $18.76 | $49.98 | 38% |
 | **Total** | **178** | **$119.26** | **$224.91** | **53%** |
 
-Notice those shaded rows? They're **100% ACoS** — pure waste. $44.89 burned on searches that will NEVER convert.
+Notice those shaded rows? ACoS is spend divided by sales, so it's undefined when sales are $0, not "100%." Read "no sales" as its own signal: pure waste, $44.89 burned on searches that will NEVER convert.
 
 **After negatives — block the waste:**
 
diff --git a/content/curriculum/modules/3-listing-optimization/3.1-listing-quality-score.mdx b/content/curriculum/modules/3-listing-optimization/3.1-listing-quality-score.mdx
index 73352e4..f871ee9 100644
--- a/content/curriculum/modules/3-listing-optimization/3.1-listing-quality-score.mdx
+++ b/content/curriculum/modules/3-listing-optimization/3.1-listing-quality-score.mdx
@@ -102,9 +102,9 @@ Let's look at two identical products with different listing quality:
 | Average CPC | $0.52 | $0.89 | **71% higher for B** |
 | CTR | 0.45% | 0.22% | B gets half the clicks |
 | Conversion Rate | 12.5% | 6.1% | B converts at half the rate |
-| ACoS | 26% | 58% | **B's ACoS is 2.2x higher** |
+| ACoS | 17% | 58% | **B's ACoS is about 3.5x higher** |
 
-Listing A spent **$0.52 per click** and converted at 12.5%. Listing B paid **$0.89 per click** and converted at 6.1%. The combined effect means Listing A gets **4.5x more sales per ad dollar** than Listing B.
+Listing A spent **$0.52 per click** and converted at 12.5%. Listing B paid **$0.89 per click** and converted at 6.1%. The combined effect means Listing A gets **about 3.5x more sales per ad dollar** than Listing B.
 
 > 💡 **Tip**: Before you increase your bids, improve your listing. A 10% improvement in conversion rate often has a bigger impact on ad performance than a 50% increase in bid. Fix the listing first. Bid later.
 
diff --git a/content/curriculum/modules/3-listing-optimization/3.3-aplus-content.mdx b/content/curriculum/modules/3-listing-optimization/3.3-aplus-content.mdx
index 8db5acd..a2422fc 100644
--- a/content/curriculum/modules/3-listing-optimization/3.3-aplus-content.mdx
+++ b/content/curriculum/modules/3-listing-optimization/3.3-aplus-content.mdx
@@ -26,7 +26,7 @@ If you're running Amazon PPC without Brand Registry, you're fighting with one ha
 | **Sponsored Display** | ✅ Basic only | ✅ Full targeting options | 🟡 Retargeting capability |
 | **Brand Protection** | ❌ None | ✅ Report hijackers | 🟡 Indirect ACoS protection |
 | **A+ Comparison Chart** | ❌ Not available | ✅ Cross-sell your catalog | 🟢 Increase average order value |
-| **Video on main image** | ❌ Not available | ✅ Replace main image with video | 🟢 +15-25% higher CTR |
+| **Video in gallery** | ❌ Not available | ✅ Add video to the image gallery | 🟢 +15-25% higher CTR |
 
 ---
 
@@ -34,7 +34,7 @@ If you're running Amazon PPC without Brand Registry, you're fighting with one ha
 
 ### The Conversion Rate Lift
 
-Amazon's own data shows that A+ Content improves conversion rates by **5-17%** on average. For PPC, this is huge:
+A+ Content is widely reported to lift conversion rates, commonly cited in the **5-17%** range, though this is a directional estimate from seller-reported outcomes, not a figure Amazon publishes and guarantees for every category. Even a conservative lift matters a lot for PPC:
 
 | Scenario | Conversion Rate | ACoS at $0.75 CPC |
 |----------|----------------|-------------------|
@@ -135,14 +135,14 @@ Without Brand Analytics, you're guessing that "organic cutting board" gets 5,000
 
 If you haven't enrolled in Brand Registry yet, here's your cost of delay:
 
-| Month | Ad Spend | Without BR (ACoS 45%) | With BR (ACoS 30%) | Savings |
+| Month | Ad Sales | Ad Spend Without BR (45% ACoS) | Ad Spend With BR (30% ACoS) | Spend Saved That Month |
 |-------|----------|----------------------|--------------------|---------|
 | 1 | ₱20,000 | ₱9,000 | ₱6,000 | ₱3,000 |
 | 3 | ₱50,000 | ₱22,500 | ₱15,000 | ₱7,500 |
 | 6 | ₱100,000 | ₱45,000 | ₱30,000 | ₱15,000 |
 | 12 | ₱200,000 | ₱90,000 | ₱60,000 | ₱30,000 |
 
-That's **₱30,000/year** in PPC savings — more than the cost of Brand Registry enrollment (which is free). Plus the ability to run Sponsored Brands campaigns, which many agencies expect as standard.
+By month 12, at ₱200,000 in ad sales, the 15-point ACoS gap alone is worth **₱30,000 that month** in avoidable ad spend, and it keeps growing as sales grow. That's already more than the cost of Brand Registry enrollment (which is free), before counting the ability to run Sponsored Brands campaigns, which many agencies expect as standard.
 
 ---
 
diff --git a/content/curriculum/modules/4-campaign-architecture/4.2-sponsored-brands-display.mdx b/content/curriculum/modules/4-campaign-architecture/4.2-sponsored-brands-display.mdx
index c5ce195..fdb8a80 100755
--- a/content/curriculum/modules/4-campaign-architecture/4.2-sponsored-brands-display.mdx
+++ b/content/curriculum/modules/4-campaign-architecture/4.2-sponsored-brands-display.mdx
@@ -82,7 +82,7 @@ SD has different performance characteristics than SP:
 | CTR | 0.5–2% | 0.3–1% | SD ads are more interruptive |
 | CVR | 8–15% | 5–10% | SD audiences are less intent-driven |
 | ACoS | 20–40% | 25–50% | SD is more about awareness than immediate conversion |
-| ROAS | 3–5x | 2–4x | SD's value includes brand recall, not just immediate sales |
+| ROAS | 2.5–5x | 2–4x | SD's value includes brand recall, not just immediate sales |
 
 > ⚠️ **Watch out**: Don't judge SD purely on immediate ACoS. SD's real value is bringing back shoppers who would have otherwise forgotten about your product. The "assisted conversion" value is real even if it doesn't show in the direct ACoS.
 
diff --git a/content/curriculum/modules/4-campaign-architecture/4.4-campaign-architecture-practice.mdx b/content/curriculum/modules/4-campaign-architecture/4.4-campaign-architecture-practice.mdx
index 90d80b8..7cca7f7 100755
--- a/content/curriculum/modules/4-campaign-architecture/4.4-campaign-architecture-practice.mdx
+++ b/content/curriculum/modules/4-campaign-architecture/4.4-campaign-architecture-practice.mdx
@@ -44,7 +44,7 @@ Before launching, make sure you can answer these:
 
 **Bids:**
 - Do you know the bid hierarchy? (exact > phrase > broad)
-- Can you estimate a break-even bid? (`CVR × Price × Target ACoS`)
+- Can you estimate your maximum CPC for a target ACoS? (`CVR × Price × Target ACoS`)
 
 **Budget:**
 - Can you split a total budget using the 80/20 rule?
@@ -85,7 +85,7 @@ When you enter the Campaign Builder, follow this order:
 
 **Choosing keywords by volume alone.** "Coffee" gets millions of searches, but it's way too broad for a milk frother. Relevance beats volume every time.
 
-**Ignoring the mission brief.** The brief contains the target ACoS and product margin. Without these numbers, you can't calculate break-even bids or allocate budget intelligently.
+**Ignoring the mission brief.** The brief contains the target ACoS and product margin. Without these numbers, you can't calculate your maximum CPC or allocate budget intelligently.
 
 > ⚠️ **Watch out**: The most expensive mistake is picking keywords without checking relevance. A keyword can look perfect on paper — high volume, low competition — but if it doesn't match your product, you'll burn through budget with zero conversions.
 
@@ -105,4 +105,4 @@ Launch the Campaign Builder when you're ready. Good luck — and remember, you c
 
 ---
 
-*After the scenario, review your scoring breakdown to see where your architecture excelled and where it could improve. Then head to Module 6 to master bidding strategies.*
+*After the scenario, review your scoring breakdown to see where your architecture excelled and where it could improve. Then head to Module 5 to learn portfolio strategy at the account level, before Module 6 covers bidding in depth.*
diff --git a/content/curriculum/modules/5-portfolio-strategy/5.1-campaign-portfolios.mdx b/content/curriculum/modules/5-portfolio-strategy/5.1-campaign-portfolios.mdx
index bd1e890..cff3e25 100644
--- a/content/curriculum/modules/5-portfolio-strategy/5.1-campaign-portfolios.mdx
+++ b/content/curriculum/modules/5-portfolio-strategy/5.1-campaign-portfolios.mdx
@@ -97,10 +97,10 @@ Campaign C (Bamboo Board Exact):  spends ₱400
 ─────────────────────────────────────────
 Total spent: ₱1,900 — Remaining: ₱100
 
-But if Campaign A is performing well and could use ₱200 more:
-→ It can overspend, pulling from the portfolio pool
-→ Campaigns B and C are protected — they still get their share
-→ Total never exceeds ₱2,000
+If Campaign A is performing well, it can spend up to that remaining ₱100
+before the portfolio's ₱2,000 ceiling stops the group. It cannot spend
+₱200 more: only ₱100 of headroom exists under this ceiling today,
+whatever Campaign A's own individual daily budget might otherwise allow.
 ```
 
 **Without a portfolio budget:** Each campaign has its own hard daily cap. If one is on fire, it hits its own ceiling regardless of what the others are spending.
diff --git a/content/curriculum/modules/5-portfolio-strategy/5.2-budget-pacing.mdx b/content/curriculum/modules/5-portfolio-strategy/5.2-budget-pacing.mdx
index 8323d28..0c8ee86 100644
--- a/content/curriculum/modules/5-portfolio-strategy/5.2-budget-pacing.mdx
+++ b/content/curriculum/modules/5-portfolio-strategy/5.2-budget-pacing.mdx
@@ -24,29 +24,28 @@ First, understand the rules of the game:
 
 | Rule | What It Means | Impact on Pacing |
 |------|---------------|------------------|
-| **Daily budget = average** | Your daily budget is a 7-day average, not a hard cap | Can spend up to 2x in one day if it balances out within the week |
-| **Over-delivery** | Amazon may overspend your daily budget by up to 25% | You're not charged more than your daily budget — Amazon covers the difference |
+| **Daily budget, with over-delivery** | Amazon can spend somewhat above your daily budget on a given day, then reconciles your charges over a longer billing window | You can see single days above your daily budget on the dashboard without your total charges necessarily exceeding budget × days for the period, but confirm the exact reconciliation window and cap in your account before you plan around it |
 | **Lifetime budget** | Not available for Sponsored Products | Only for Sponsored Brands campaigns with end dates |
 | **Portfolio budget** | Spend cap across campaigns, where eligible | Prevents single-campaign cap issues |
 | **Budget rule** | Increase/decrease based on performance triggers | Automate pacing adjustments |
 
-### The 7-Day Average in Practice
+### What a week of spend might look like
 
 ```
-Monday:    Budget ₱1,000 → Spent ₱1,200 (over-delivery possible)
-Tuesday:   Budget ₱1,000 → Spent ₱800 (Amazon adjusts)
-Wednesday: Budget ₱1,000 → Spent ₱1,000 (on track)
-Thursday:  Budget ₱1,000 → Spent ₱900 (conservative)
-Friday:    Budget ₱1,000 → Spent ₱1,100 (weekend ramp-up)
-Saturday:  Budget ₱1,000 → Spent ₱600 (low traffic)
-Sunday:    Budget ₱1,000 → Spent ₱400 (low traffic)
+Monday:    Budget ₱1,000 → Spent ₱1,200 (over-delivery day)
+Tuesday:   Budget ₱1,000 → Spent ₱800
+Wednesday: Budget ₱1,000 → Spent ₱1,000
+Thursday:  Budget ₱1,000 → Spent ₱900
+Friday:    Budget ₱1,000 → Spent ₱1,100
+Saturday:  Budget ₱1,000 → Spent ₱600
+Sunday:    Budget ₱1,000 → Spent ₱400
 ────────────────────────────────────────────────
-Total: ₱7,000 budget → ₱6,000 spent → OK, under budget
+Sum of daily budgets: ₱7,000. Sum of daily spend shown: ₱6,000.
 ```
 
-If Amazon spends ₱1,200 on Monday, you still only pay ₱1,000. Amazon eats the extra ₱200. This averages out over the 7-day window.
+The daily spend figures above are what the dashboard shows for each day, including the over-delivery day. Whether you're actually billed the full ₱1,200 for Monday, or something less once Amazon's reconciliation applies, depends on the specific mechanic in your account. Don't assume a fixed rule (a flat 25% cap, a 7-day averaging window, or anything else) without checking your account's current billing statement against its daily spend history. The fact card below has the official source to check.
 
-> 💡 **Tip**: If you're consistently hitting your daily budget by midday, INCREASE your daily budget. You're leaving sales on the table. A good pacing target is 80-90% of daily budget spent by end of day. If you're hitting 100% by lunch, raise the budget.
+> 💡 **Tip**: If you're consistently hitting your daily budget by midday, consider increasing the daily budget. You're likely leaving sales on the table. A good pacing target is 80 to 90% of daily budget spent by end of day. If you're hitting 100% by lunch, that's a signal to raise the budget, not just a curiosity.
 
 ---
 
@@ -179,7 +178,7 @@ OPTIONS:
 Keep this tracker in a spreadsheet. Update daily. It takes 2 minutes and saves you from discovering mid-month that you're on track to blow your budget.
 
 > 📌 **Key Takeaways:**
-> - Amazon's daily budget is a **7-day average** — you can spend up to 2x in one day
+> - Amazon's daily budget allows some over-delivery on a given day. Confirm the exact reconciliation window and cap on your account before assuming a specific rule.
 > - **Burn rate** tells you how fast you're spending per hour — check it daily
 > - **Scheduled bid rules, where available,** align your bids with peak shopping hours (8PM-12AM PHT) — confirm the control exists on your account, and fall back to manual bid checks if it doesn't
 > - If you hit budget by midday, **increase the budget or use portfolio pooling**
@@ -190,6 +189,19 @@ Keep this tracker in a spreadsheet. Update daily. It takes 2 minutes and saves y
 
 ## Amazon Ads Fact Card
 
+```text
+Product or feature: Daily budget over-delivery and reconciliation
+What the learner can do: Expect some days to show spend above the set daily budget, then check the account's actual billing statement rather than assuming a fixed averaging window or percentage cap
+Who can access it: Any Sponsored Products or Sponsored Brands advertiser; exact mechanics can change and should be verified in-console
+Retailer or marketplace scope: Amazon Advertising Console; do not assume parity across marketplaces
+Official source URL: https://advertising.amazon.com/help/GTGPQGUXNCTHE2DS
+Last verified: [content owner to fill in at rewrite time]
+Next review due: [content owner to fill in at rewrite time]
+Owner: [content owner]
+```
+
+## Amazon Ads Fact Card
+
 ```text
 Product or feature: Scheduled bidding / dayparting-style budget and bid rules
 What the learner can do: Where available, schedule bid or budget changes by time of day to match traffic patterns
diff --git a/content/curriculum/modules/5-portfolio-strategy/5.3-seasonal-strategy.mdx b/content/curriculum/modules/5-portfolio-strategy/5.3-seasonal-strategy.mdx
index 179d3b9..4ed7f16 100644
--- a/content/curriculum/modules/5-portfolio-strategy/5.3-seasonal-strategy.mdx
+++ b/content/curriculum/modules/5-portfolio-strategy/5.3-seasonal-strategy.mdx
@@ -115,20 +115,22 @@ Understand that seasonal ACoS is NOT the same as normal ACoS:
 **The Q4 trade-off:**
 Your ACoS will go up in Q4. That's expected and acceptable — if your total profit also goes up.
 
+This example assumes a flat 50% gross margin before ad spend, unchanged between the two months. Gross Profit = (Sales × 50%) − Ad Spend.
+
 ```
 ┌─────────────────────────────────────────────────────────────┐
 │                 SEASONAL PROFIT CALCULATION                   │
 ├──────────────┬───────────────┬───────────────┬───────────────┤
 │              │  Normal Month │   Q4 Month    │  Difference   │
 ├──────────────┼───────────────┼───────────────┼───────────────┤
-│ Ad Spend     │   ₱50,000     │   ₱150,000    │  +₱100,000    │
+│ Ad Spend     │   ₱50,000     │   ₱300,000    │  +₱250,000    │
 │ ACoS         │   25%         │   40%         │  +15%         │
-│ Sales        │   ₱200,000    │   ₱375,000    │  +₱175,000    │
-│ Gross Profit │   ₱50,000     │   ₱93,750     │  +₱43,750     │
+│ Sales        │   ₱200,000    │   ₱750,000    │  +₱550,000    │
+│ Gross Profit │   ₱50,000     │   ₱75,000     │  +₱25,000     │
 └──────────────┴───────────────┴───────────────┴───────────────┘
 ```
 
-Even though ACoS went from 25% to 40%, **total profit increased by ₱43,750** because sales volume more than made up for the efficiency drop.
+Even though ACoS went from 25% to 40%, **total profit increased by ₱25,000** because sales volume, at the same 50% margin, more than made up for the efficiency drop. If margin itself also changes in Q4 (a common case, since sellers often run promotions or lower prices to compete during peak season), redo this calculation with the actual Q4 margin instead of assuming it stayed flat.
 
 > 💡 **Tip**: Most advertisers PANIC when ACoS climbs in Q4 and cut budgets — exactly when they should be spending MORE. As long as unit profitability is positive, higher ACoS during peak season is better than lower ACoS at lower volume. Don't optimize for ACoS. Optimize for profit.
 
diff --git a/content/curriculum/modules/6-bidding-lab/6.1-bid-strategies.mdx b/content/curriculum/modules/6-bidding-lab/6.1-bid-strategies.mdx
index 3a54bf0..f194c4e 100755
--- a/content/curriculum/modules/6-bidding-lab/6.1-bid-strategies.mdx
+++ b/content/curriculum/modules/6-bidding-lab/6.1-bid-strategies.mdx
@@ -25,7 +25,7 @@ Amazon doesn't publish the exact auction mechanics, and what's publicly document
 
 > 🎯 **Analogy**: It's like eBay's proxy bidding in spirit — you set a maximum, and you typically pay less than it — but unlike eBay, you can't see the other bids or reconstruct the exact math. Don't try to predict your CPC to the cent; watch what you actually pay and adjust.
 
-The actionable version: set a defensible maximum bid based on your break-even math, understand how your bid strategy and any placement modifiers change what you can end up paying, and monitor your realized CPC against your ceiling rather than assuming a fixed formula.
+The actionable version: set a defensible maximum bid based on your maximum-CPC math (Module 1's `AOV × CVR × target ACoS` formula), understand how your bid strategy and any placement modifiers change what you can end up paying, and monitor your realized CPC against your ceiling rather than assuming a fixed formula.
 
 > 📌 **Key Takeaway**: Your bid is a ceiling, not a price. You'll usually pay less than it. What you actually pay depends on competition, relevance, and your bid strategy — monitor it, don't predict it.
 
@@ -129,7 +129,7 @@ Before looking at the framework below, think about these scenarios yourself:
 
 Your strategy directly impacts your ACoS:
 
-**Fixed Bids** → ACoS is relatively predictable. If you set bid at break-even CPC, ACoS hovers around target. Risk: lower volume.
+**Fixed Bids** → ACoS is relatively predictable. If you set your bid at your maximum CPC for a target ACoS, actual ACoS hovers around that target. Risk: lower volume.
 
 **Dynamic Down Only** → ACoS should be equal to or better than Fixed Bids. Same or lower spend + similar or better sales = lower ACoS.
 
@@ -152,7 +152,7 @@ Your strategy directly impacts your ACoS:
 - Dynamic Up and Down lets Amazon optimize for conversions but can increase CPC
 - Dynamic Down Only is the safe middle ground — savings without cost risk
 - Match your strategy to your data maturity: less data = more conservative
-- Always calculate your break-even CPC before choosing a strategy, then monitor realized CPC against it
+- Always calculate your maximum CPC for the target ACoS before choosing a strategy, then monitor realized CPC against it
 
 ---
 
diff --git a/content/curriculum/modules/6-bidding-lab/6.2-placement-adjustments.mdx b/content/curriculum/modules/6-bidding-lab/6.2-placement-adjustments.mdx
index ab259d6..3b99b24 100755
--- a/content/curriculum/modules/6-bidding-lab/6.2-placement-adjustments.mdx
+++ b/content/curriculum/modules/6-bidding-lab/6.2-placement-adjustments.mdx
@@ -71,7 +71,7 @@ Still nearly 2x your base bid. Calculate before you set.
 
 Your product sells for $35, converts at 12%, and you want 25% ACoS. You plan to use Dynamic Down Only with a +50% top-of-search adjustment.
 
-**Step 1**: Calculate your base break-even CPC.
+**Step 1**: Calculate your maximum CPC for that 25% target ACoS.
 `$35 × 0.12 × 0.25 = $1.05`
 
 **Step 2**: Account for the placement adjustment.
@@ -80,7 +80,7 @@ Your product sells for $35, converts at 12%, and you want 25% ACoS. You plan to
 **Step 3**: If using Dynamic Up and Down instead, account for that too.
 `$1.05 ÷ 1.3 ÷ 1.5 = $0.54` (your max base bid with dynamic + placement)
 
-If your base bid exceeds $0.54, your top-of-search CPC could push above break-even.
+If your base bid exceeds $0.54, your top-of-search CPC could push above the 25% target. (This is your maximum CPC for that target, not necessarily the product's true break-even margin. Confirm the two are the same before treating this as a profit line, not just a target line.)
 
 ## Setting Smart Adjustments
 
diff --git a/content/curriculum/modules/8-competitive-intelligence/8.1-brand-analytics.mdx b/content/curriculum/modules/8-competitive-intelligence/8.1-brand-analytics.mdx
index a25c109..d951cb6 100644
--- a/content/curriculum/modules/8-competitive-intelligence/8.1-brand-analytics.mdx
+++ b/content/curriculum/modules/8-competitive-intelligence/8.1-brand-analytics.mdx
@@ -4,7 +4,9 @@ slug: "8.1-brand-analytics"
 moduleNumber: 8
 lessonNumber: 1
 description: "Learn to navigate Amazon Brand Analytics and extract competitive intelligence from search frequency, market basket data, and demographics."
-xpreward: 60
+type: "reading"
+estimatedMinutes: 9
+xpReward: 60
 ---
 
 ## 🎯 The Why
diff --git a/content/curriculum/modules/8-competitive-intelligence/8.2-share-of-voice.mdx b/content/curriculum/modules/8-competitive-intelligence/8.2-share-of-voice.mdx
index 2975ff2..f33bb59 100644
--- a/content/curriculum/modules/8-competitive-intelligence/8.2-share-of-voice.mdx
+++ b/content/curriculum/modules/8-competitive-intelligence/8.2-share-of-voice.mdx
@@ -4,7 +4,9 @@ slug: "8.2-share-of-voice"
 moduleNumber: 8
 lessonNumber: 2
 description: "Understand Share of Voice (SOV) metrics, how to calculate them, and use competitive impression data to position your campaigns strategically."
-xpreward: 60
+type: "reading"
+estimatedMinutes: 9
+xpReward: 60
 ---
 
 ## 🎯 The Why
@@ -25,34 +27,33 @@ Share of Voice (SOV) measures your brand's share of total ad impressions in a gi
 SOV = Your Brand's Ad Impressions ÷ Total Category Ad Impressions × 100
 ```
 
-Amazon doesn't give you total category impression data directly. Instead, you calculate **Impression Share** from your campaign reports:
+Amazon doesn't give you total category impression data directly, and Sponsored Products reporting doesn't expose a pullable "eligible impressions" field the way some other ad platforms do. Treat SOV as an **estimate you build**, not a report you pull:
 
 ```
-Impression Share = Your Impressions ÷ Eligible Impressions × 100
+Estimated SOV ≈ Your impressions for a keyword or category ÷ your best estimate of total category impressions
 ```
 
-Where **Eligible Impressions** = the total number of times your ad could have shown based on your targeting.
+The rest of this lesson covers where that estimate for "total category impressions" actually comes from.
 
 ---
 
 ## 📊 The SOV Spectrum
 
+This lesson uses one three-tier scale throughout. Use it to classify any SOV estimate you calculate:
+
 ```
-SOV < 10%:    🟥 Fragmented — many competitors, no dominant player
-SOV 10-30%:   🟧 Contested — competitive category, opportunities exist
-SOV 30-50%:   🟨 Established — you're a significant player
-SOV 50-70%:   🟩 Dominant — you lead the category
-SOV > 70%:    🟦 Monopoly — you ARE the category (rare on Amazon)
+SOV < 15%:    Contender — many competitors, no dominant player, room to grow
+SOV 15-35%:   Established — a significant, defensible position
+SOV > 35%:    Dominant — you lead the category
 ```
 
-### SOV vs. Market Share Correlation
+### SOV and strategy
 
-| SOV Range | Typical Market Share | Strategy |
-|-----------|:-------------------:|----------|
-| 0-15% | 0-5% | Grow aggressively, test new segments |
-| 15-30% | 5-15% | Defend share, optimize for profitability |
-| 30-50% | 15-30% | Balance growth and efficiency |
-| 50%+ | 30%+ | Maximize ROAS, milk profitability |
+| SOV Range | Position | Strategy |
+|-----------|----------|----------|
+| Under 15% | Contender | Grow aggressively, test new segments |
+| 15-35% | Established | Defend share, optimize for profitability |
+| Over 35% | Dominant | Maximize ROAS, shift budget to new segments |
 
 ---
 
@@ -75,12 +76,12 @@ Step 5: Estimate total category impressions from ABA Search Frequency
 Step 6: SOV ≈ Your impressions ÷ Estimated total impressions
 ```
 
-### Method 3: Bid Simulator (Quick Check)
+### Method 3: A bid-ceiling test (quick check)
 
-Use the Bid Simulator in your campaign manager:
-- At infinite budget, how much impression share could you capture?
-- The gap between current and max = addressable SOV
-- Calculate the cost to close that gap
+Amazon Ads doesn't offer a self-serve bid simulator for Sponsored Products. You can still estimate addressable SOV without one:
+- Raise bids on a small, contained set of relevant keywords for a short test window and watch impression volume move.
+- The gap between your current impressions and the new, higher-bid impressions is a rough read on addressable SOV for that keyword set.
+- Calculate the added spend against that gain before deciding whether closing it is worth it.
 
 ---
 
@@ -144,6 +145,21 @@ Track SOV monthly and look for trends:
 
 ---
 
+## Fact card
+
+```text
+Product or feature: listing and ad relevance signals in the Sponsored Products auction
+What the learner can do: treat CTR, CVR, and search-term relevance as observable proxies for how competitively a listing converts, not a named inspectable score
+Who can access it: any Sponsored Products advertiser, through standard performance reports
+Retailer or marketplace scope: Amazon Advertising, Sponsored Products (US marketplace examples used in this lesson)
+Official source URL: https://advertising.amazon.com/help/GCU2BUWJH2W3A8Z7
+Last verified: pending content-owner review
+Next review due: pending content-owner review
+Owner: Ryan Roland Dabao
+```
+
+Amazon does not publish a single named "Quality Score." When this lesson says a competitor's listings "converted better," that's read from CVR and relevance signals in your own reports, not a score you can look up directly.
+
 ## 📌 Key Takeaways
 
 1. Share of Voice measures your ad presence relative to competitors in a market segment
diff --git a/content/curriculum/modules/8-competitive-intelligence/8.3-competitor-benchmarking.mdx b/content/curriculum/modules/8-competitive-intelligence/8.3-competitor-benchmarking.mdx
index da47b25..87da9b2 100644
--- a/content/curriculum/modules/8-competitive-intelligence/8.3-competitor-benchmarking.mdx
+++ b/content/curriculum/modules/8-competitive-intelligence/8.3-competitor-benchmarking.mdx
@@ -4,7 +4,9 @@ slug: "8.3-competitor-benchmarking"
 moduleNumber: 8
 lessonNumber: 3
 description: "Create a competitor benchmarking workflow, conduct gap analysis, and turn competitive data into specific PPC campaign adjustments."
-xpreward: 60
+type: "reading"
+estimatedMinutes: 11
+xpReward: 60
 ---
 
 ## 🎯 The Why
@@ -63,22 +65,28 @@ A gap analysis identifies where competitors are strong and where they're weak. T
 
 ### The Gap Analysis Matrix
 
-| Dimension | Competitor A | Competitor B | Us | Opportunity? |
+Score every dimension on the same four-point scale so the results are comparable. Every cell below uses only Strong, Medium, Weak, or Not using, nothing else, so the scoring rule can actually be applied to all of them.
+
+| Dimension | Competitor A | Competitor B | Us | Reading |
 |-----------|:-----------:|:-----------:|:--:|:-----------:|
-| Brand term defense | Strong | Medium | Weak | ✅ Add brand+ours terms |
-| Long-tail keywords | Weak | Weak | Medium | ✅ Aggressively target |
-| Video ads | Not using | Not using | Strong | ✅ Double down |
-| Weekend bidding | Flat | Flat | Scheduled bid rules | ✅ Already ahead |
-| New product launches | Fast | Slow | Medium | 🔄 Speed up |
-| Sponsored Display | Not using | Testing | Strong | ✅ Scale up |
+| Brand term defense | Strong | Medium | Weak | ⚠️ Vulnerability: shore up our own brand-term defense |
+| Long-tail keywords | Weak | Weak | Medium | ✅ Opportunity: aggressively target |
+| Video ads | Not using | Not using | Strong | ✅ Opportunity: double down |
+| Weekend bid adjustments | Weak (flat bids) | Weak (flat bids) | Strong (scheduled bid rules) | ✅ Opportunity: already ahead |
+| Sponsored Display | Not using | Weak (light testing) | Strong | ✅ Opportunity: scale up |
+
+New product launches don't fit this scale. Speed to market is a different thing from execution quality: a competitor can launch fast and badly, or slowly and well. Track it separately as a qualitative note (for example, "Brand B ships new variations faster than we do, worth watching") rather than forcing it into a Strong/Medium/Weak score.
 
-### How to Score
+### How to score
 
 ```
 Strong = 3 pts, Medium = 2 pts, Weak = 1 pt, Not using = 0 pts
-Opportunity = Where their avg ≤ 1.5 AND our avg ≥ 2
+Opportunity = competitors' average ≤ 1.5 AND our average ≥ 2
+Vulnerability = competitors' average ≥ 2 AND our average ≤ 1.5
 ```
 
+Most rows will be neither an opportunity nor a vulnerability by this rule. That's fine. It means the dimension is contested and needs a closer look, not an automatic action.
+
 ---
 
 ## 🛠 Step 3: Convert Insights to Campaign Actions
diff --git a/docs/CONTENT-AUDIT-MODULES-2-8.md b/docs/CONTENT-AUDIT-MODULES-2-8.md
new file mode 100644
index 0000000..4fc7d3f
--- /dev/null
+++ b/docs/CONTENT-AUDIT-MODULES-2-8.md
@@ -0,0 +1,76 @@
+# Content Audit — Modules 2 through 8
+
+**Date:** 2026-07-16
+**Scope:** the 23 MDX lesson files in `content/curriculum/modules/2-keyword-research` through `8-competitive-intelligence`, plus `content/curriculum/quiz-questions.json`'s coverage of those modules. Modules 0 and 1 are out of scope here — they were fully rebuilt in PR #31 (see `docs/CONTENT-AUDIT-2026-07-16.md` and issue #24 for that history).
+
+**Method:** every file read in full (not sampled), cross-checked against `docs/voice-guide.md`, against PR #29's claimed fixes (verified against the actual PR #29 diff, not assumed), and against the terminology PR #31 just established in Module 1. Every worked numeric example was recomputed by hand or by script.
+
+**Headline:** PR #29's legacy-reference purge (AdCraft, AI Mentor, Formula Calculator, STR Triage Arena) genuinely held across Modules 2–7 on re-verification. **Module 8 has never been touched by any cleanup pass** — it is raw imported content, and it has its own fabricated-Amazon-feature problem plus a real data-import bug. All 23 files share the same systemic voice-guide violations Modules 0–1 had before their rewrite.
+
+---
+
+## P0 — Factual and arithmetic bugs (learner-facing wrong answers)
+
+These are lessons currently teaching numbers or claims that don't hold up. Priority order below is the fix order.
+
+| # | File | Lines | Bug | Fix |
+|---|---|---|---|---|
+| 1 | `8-competitive-intelligence/8.2-share-of-voice.mdx` | 78–83 | Tells learners to use a "Bid Simulator" in the campaign manager. Amazon Ads doesn't expose this for Sponsored Products; it's Google Ads terminology. | Remove/reframe: teach checking impression share via the actual available reports, not a named tool that doesn't exist. Add a fact card, matching the treatment given to the auction/quality-score claims elsewhere. |
+| 2 | `8.2-share-of-voice.mdx` | 28–34 | Treats "Eligible Impressions" as a pullable Sponsored Products report metric. Likely borrowed from Google Ads; not a real Amazon Ads report field. | Reframe the Impression Share formula around what's actually reportable, or clearly label it as an estimation method, not a report you can pull directly. |
+| 3 | `8.2-share-of-voice.mdx` | 40–46, 50–55, 89–111 | Three different, mutually inconsistent SOV percentage-threshold schemes presented back to back in the same lesson (`<10/10-30/30-50/50-70/>70`, `0-15/15-30/30-50/50+`, `<15/15-35/>35`). | Pick one threshold scheme and use it consistently through the whole lesson. |
+| 4 | `8.2-share-of-voice.mdx` | 14 | PR #29's commit message claims a fact card was added here for the Quality Score reframe; it wasn't (only 3.1 got one). The word-level fix itself is present and correct. | Add the fact card PR #29's commit message already claims exists. |
+| 5 | `3-listing-optimization/3.1-listing-quality-score.mdx` | 100–107 | Listing A's stated ACoS (26%) doesn't follow from its own CPC $0.52 / CVR 12.5% / price $24.99 — actual value is ~16.6%. This cascades into two more wrong derived numbers: "B's ACoS is 2.2x higher" (true ratio ~3.5x) and "A gets 4.5x more sales per ad dollar" (true ratio ~3.5x). | Correct Listing A's ACoS to ~17% and both derived multipliers to ~3.5x. |
+| 6 | `5-portfolio-strategy/5.1-campaign-portfolios.mdx` | 91–104 | Worked example: 800 + 200 + 700 + 400 = ₱2,100, but the text claims the ₱2,000 daily cap is "never exceeded." Only ₱100 of headroom actually exists, not ₱200. | Change "₱200 more" to "₱100 more" (or adjust B/C spend) so the math stays under the stated cap. |
+| 7 | `5.2-budget-pacing.mdx` | 27–47 | Internally contradictory: claims "Amazon eats the extra ₱200, you only pay ₱1,000" in the same breath as summing the literal daily-spend column (which includes the full uncapped ₱1,200) as the real weekly total. Also: this "budget is a 7-day rolling average" mechanic has no fact card and no hedge, unlike this same file's (correctly hedged) dayparting claim. Amazon's actual over-delivery policy is generally described as monthly reconciliation, not a rolling 7-day average — needs verification against current Amazon Ads documentation. | Pick one mechanic and make the numbers agree with it. Add a fact card / hedge to the budget-averaging claim, matching the dayparting treatment in the same file. |
+| 8 | `5.3-seasonal-strategy.mdx` | 118–129 | "Gross Profit" figures imply two different, unstated margins (~50% vs ~65%) for the same product across two rows of one table. | State the assumed margin explicitly and derive both Gross Profit figures from it, or explain why margin itself changes seasonally. |
+| 9 | `4-campaign-architecture/4.2-sponsored-brands-display.mdx` | 80–85 | SP row pairs ACoS 20–40% with ROAS "3–5x." Since ROAS = 1 ÷ ACoS, a 40% ACoS is a 2.5x ROAS, not 3x. | Correct the SP row's ROAS range to 2.5x–5x. |
+| 10 | `8.3-competitor-benchmarking.mdx` | 66–79 | Gap Analysis Matrix contradicts its own stated scoring rule (`Opportunity = competitor avg ≤ 1.5 AND our avg ≥ 2`); 4 of 6 rows use qualitative labels ("Flat," "Fast," "Testing") that don't fit the defined 4-point scale at all, so no score is computable for them. | Either rewrite the rule to match the table's real logic, or rewrite the table to only use the defined Strong/Medium/Weak/Not-using scale and recompute which rows qualify. |
+| 11 | `2-keyword-research/2.3-negative-keywords.mdx` | 29–32 | Four rows show ACoS = "100%" on $0 in sales. ACoS = spend ÷ sales is undefined/infinite at zero sales, not 100%. | Replace "100%" with "no sales" / "undefined" framing in all four rows. |
+| 12 | `3.3-aplus-content.mdx` | 138–145 | Table column labeled "Ad Spend" is actually sales/revenue (base × ACoS). A single month's savings figure (₱30,000) is then called an annual total, when the table's own numbers escalate monthly. | Relabel the column correctly; compute a real cumulative annual figure or drop the "/year" framing. |
+| 13 | `3.3-aplus-content.mdx` | 29 | Claims Brand Registry lets you "replace main image with video." Amazon's video placement is an additional gallery asset, not a substitute for the compliant static main image. | Reword to "add video to the image gallery." |
+| 14 | `3.3-aplus-content.mdx` | 37 | "A+ Content improves conversion by 5–17% on average" stated as flat fact with no source, unlike the hedged treatment given to similar claims elsewhere. | Add the same "directional estimate, not a verified figure" hedge used in 3.1. |
+
+## P0 — Stale terminology (Module 1 rewrite didn't propagate)
+
+Module 1's rewrite (PR #31) retired "break-even CPC" in favor of "maximum CPC at target ACoS" — they're only the same number if the target equals the product's real break-even margin. These files still teach the retired term:
+
+- `6-bidding-lab/6.1-bid-strategies.mdx` — lines 28, 132, 155
+- `6-bidding-lab/6.2-placement-adjustments.mdx` — lines 74, 83
+- `4-campaign-architecture/4.4-campaign-architecture-practice.mdx` — lines 47, 88 ("break-even bid")
+
+`6.3-bid-elevator-prep.mdx` already uses "Max CPC" correctly and consistently — the fix pattern already exists in the repo, it just needs to be applied to the other three files.
+
+Also: `4.4-campaign-architecture-practice.mdx:108` tells learners to go to "Module 6" next, skipping Module 5 (the real order, per `0.2-platform-tour.mdx`, is 4 → 5 → 6).
+
+## P0 — Data-import bug (not a content issue, a code/data issue)
+
+`8-competitive-intelligence`'s three files use frontmatter keys `description` and lowercase `xpreward`, and omit `type`/`estimatedMinutes` entirely — modules 6 and 7 use `type`, `estimatedMinutes`, and camelCase `xpReward`. `scripts/import-amph-content.ts`'s frontmatter parser is case-sensitive, so every Module 8 lesson currently imports with the silent default of 50 XP instead of its intended value, and no type/estimatedMinutes override. Confirmed by reading both the parser and the actual files, not assumed.
+
+**Fix:** normalize Module 8's three frontmatter blocks to the same shape as modules 6–7.
+
+---
+
+## P1 — Systemic voice-guide violations (all 23 files)
+
+Present in every one of the 23 files, same categories Modules 0–1 had before their rewrite:
+
+- **Em-dashes** (`—`), banned by `docs/voice-guide.md`: roughly 150–300+ instances across the 23 files. None are clean.
+- **Emoji** in headings/body, banned explicitly (🎯💡⚠️📌✅❌ etc.): present in all 23 files. Module 8 is the worst offender — every section heading is emoji-prefixed, and colored-square emoji are used as a literal scoring legend in 8.3. `5.1-campaign-portfolios.mdx` goes further and actively instructs learners to add emoji to portfolio names (lines 164–170).
+- **Acronyms used without definition**: ACoS, CPC, CVR, CTR are used undefined throughout modules 2, 6, 7, 8 (only occasional correct exceptions in 3.1 and 7.1). ASIN undefined in 3.2, 3.3, 8.1, 8.3.
+- **Missing lesson-template sections**: the voice guide's lesson template requires a closing "Quick check" and "What to read next" section. Modules 2 and 3 have neither section in any file, and correspondingly **have zero quiz coverage** — `quiz-questions.json` only has quizzes for modules 0, 1, 4, 6, 7.
+- Banned AI-slop phrases (leverage, delve, "let's dive in," etc.): clean, none found in any of the 23 files.
+
+---
+
+## Fix order
+
+1. Module 8 frontmatter normalization (fast, unambiguous, fixes real data loss).
+2. The 14 factual/arithmetic bugs above, file by file.
+3. Stale "break-even CPC/bid" terminology in 6.1, 6.2, 4.4, plus the 4.4 Module 6→5 skip.
+4. Systemic voice-guide rewrite pass across all 23 files (em-dash, emoji, acronym definitions, Quick check / What to read next sections), plus closing the Module 2/3 quiz-coverage gap. This is the same scope of work Modules 0–1 got in PR #31 and is tracked as its own phase given its size.
+
+## Out of scope for this document
+
+- Modules 10–13 (Ultimate Transformation) don't exist yet — Release 3 per `docs/CURRICULUM-REDESIGN.md`.
+- The module-numbering mismatch between `docs/CURRICULUM-REDESIGN.md`'s target structure and the live repo's `MODULE_META` (flagged in the PR #31 handoff) — a product decision, not a content fix, and not resolved here.
+- Video explainer production (`docs/VIDEO-EXPLAINER-SCRIPTS.md`) — separate Release 2 checklist item.

From e8dab943e0405d5421db4e9e1d9515ae13a7870f Mon Sep 17 00:00:00 2001
From: Claude <noreply@anthropic.com>
Date: Thu, 16 Jul 2026 23:28:25 +0000
Subject: [PATCH 2/6] content: add Module 2-3 knowledge-check quizzes; voice
 cleanup in progress

Adds quiz-questions.json coverage for modules 2 (Keyword Research) and 3
(Listing Optimization), which previously had zero quiz coverage. Also
picks up the start of a broader em-dash/emoji/acronym cleanup pass
across modules 2-8 that's still running.

Co-Authored-By: Claude Sonnet 5 <noreply@anthropic.com>
Claude-Session: https://claude.ai/code/session_01QSfREMzPnGxjrUPSbz3PGp
---
 .../4.1-sponsored-products.mdx                |  79 ++++++------
 .../6-bidding-lab/6.1-bid-strategies.mdx      |  12 +-
 content/curriculum/quiz-questions.json        | 116 +++++++++++++++++-
 3 files changed, 165 insertions(+), 42 deletions(-)

diff --git a/content/curriculum/modules/4-campaign-architecture/4.1-sponsored-products.mdx b/content/curriculum/modules/4-campaign-architecture/4.1-sponsored-products.mdx
index ec66703..65e5020 100755
--- a/content/curriculum/modules/4-campaign-architecture/4.1-sponsored-products.mdx
+++ b/content/curriculum/modules/4-campaign-architecture/4.1-sponsored-products.mdx
@@ -10,9 +10,9 @@ xpReward: 100
 
 # Sponsored Products: Your Ad's Best Salesperson
 
-Sponsored Products are the ads you see when you search on Amazon — those results with the little "Sponsored" tag. They look almost identical to regular product listings, which is exactly the point. Shoppers don't even realize they're clicking an ad — they just see a product that matches what they're looking for.
+Sponsored Products are the ads you see when you search on Amazon: the results with the little "Sponsored" tag. They look almost identical to regular product listings, which is exactly the point. Shoppers don't even realize they're clicking an ad. They just see a product that matches what they're looking for.
 
-> 🎯 **Analogy**: Sponsored Products are like having a really good salesperson stationed at the front of a busy store. When someone walks in looking for a "stainless steel water bottle," your salesperson (the ad) grabs their attention and walks them to your product. The shopper thinks they found it naturally — but you paid for that introduction.
+> **Analogy**: Sponsored Products are like having a really good salesperson stationed at the front of a busy store. When someone walks in looking for a "stainless steel water bottle," your salesperson (the ad) grabs their attention and walks them to your product. The shopper thinks they found it naturally, but you paid for that introduction.
 
 For most Amazon sellers, Sponsored Products account for **70–90% of their total ad spend**. This is the ad type you'll work with most, so it's worth understanding deeply.
 
@@ -20,30 +20,30 @@ For most Amazon sellers, Sponsored Products account for **70–90% of their tota
 
 The concept is simple:
 
-1. You pick a **product** (called an ASIN) to advertise
-2. You choose **keywords** — the search terms that trigger your ad
-3. You set a **bid** — the maximum you'll pay per click
+1. You pick a **product** (called an ASIN, Amazon's product ID) to advertise
+2. You choose **keywords**, the search terms that trigger your ad
+3. You set a **bid**, the maximum you'll pay per click
 4. Amazon shows your ad when someone searches those keywords
-5. When they click, you pay your bid (or less — more on this soon)
+5. When they click, you pay your bid, or less (more on this soon)
 
-The ad appears in search results and on product detail pages, marked with a subtle "Sponsored" label. Your existing product listing — photos, title, price, reviews — IS the ad. There's no creative to design.
+The ad appears in search results and on product detail pages, marked with a subtle "Sponsored" label. Your existing product listing (photos, title, price, reviews) is the ad. There's no creative to design.
 
-> 💡 **Tip**: This is actually great news for you. You don't need to be a graphic designer to run PPC. Your job is strategy — choosing the right keywords, setting the right bids, and organizing campaigns properly.
+> **Tip**: This is actually great news for you. You don't need to be a graphic designer to run PPC. Your job is strategy: choosing the right keywords, setting the right bids, and organizing campaigns properly.
 
 ## Where Your Ad Shows Up
 
 Not all ad placements are equal. Understanding where your ad appears helps you make smarter bid decisions.
 
 **Search results (the most valuable):**
-- **Top of search (first page)** — The premium spot. 2–4 Sponsored Products appear at the very top. Highest CTR, highest CPC, highest conversion.
-- **Middle of search** — Between organic results on pages 1–2. Moderate visibility, moderate cost.
-- **Rest of search** — Pages 2+. Lower cost but much lower visibility. Most shoppers never scroll past page 1.
+- **Top of search (first page)**: The premium spot. 2–4 Sponsored Products appear at the very top. Highest CTR (click-through rate), highest CPC (cost per click), highest conversion.
+- **Middle of search**: Between organic results on pages 1–2. Moderate visibility, moderate cost.
+- **Rest of search**: Pages 2+. Lower cost but much lower visibility. Most shoppers never scroll past page 1.
 
 **Product detail pages:**
-- **"Sponsored products related to this item"** — Your ad appears on a competitor's product page. Shoppers here are comparing options.
-- **"Customers who bought this also bought"** — Cross-selling opportunity. Shows on complementary products.
+- **"Sponsored products related to this item"**: Your ad appears on a competitor's product page. Shoppers here are comparing options.
+- **"Customers who bought this also bought"**: Cross-selling opportunity. Shows on complementary products.
 
-> 🎯 **Analogy**: Search results placements are like a billboard on a highway — high traffic, high visibility. Product page placements are like a flyer at the checkout counter — people are already committed to buying something similar.
+> **Analogy**: Search results placements are like a billboard on a highway: high traffic, high visibility. Product page placements are like a flyer at the checkout counter: people are already committed to buying something similar.
 
 ## Keyword Targeting: What Triggers Your Ad
 
@@ -53,25 +53,25 @@ Sponsored Products let you target by **keywords** (what people search) or **prod
 
 When you add a keyword, you choose a match type. This controls how precisely your keyword triggers your ad:
 
-**Exact match** — Your ad shows only for that exact keyword (and close variants like plurals).
+**Exact match**: Your ad shows only for that exact keyword (and close variants like plurals).
 - Keyword: `wireless earbuds`
 - Triggers for: "wireless earbuds", "wireless earbud" (close variant)
 - Does NOT trigger for: "best wireless earbuds", "wireless headphones"
 
-**Phrase match** — Your ad shows for searches that include your keyword in the same order.
+**Phrase match**: Your ad shows for searches that include your keyword in the same order.
 - Keyword: `wireless earbuds`
 - Triggers for: "best wireless earbuds", "wireless earbuds for running", "cheap wireless earbuds"
 - Does NOT trigger for: "earbuds wireless" (wrong order)
 
-**Broad match** — Your ad shows for searches that include your keyword in any order, plus related terms.
+**Broad match**: Your ad shows for searches that include your keyword in any order, plus related terms.
 - Keyword: `wireless earbuds`
 - Triggers for: "wireless headphones", "cordless earbuds", "bluetooth earbuds wireless"
-- Broad cast the widest net but include the most irrelevant traffic
+- Broad casts the widest net but includes the most irrelevant traffic
 
-> 🎯 **Analogy**: Think of match types like a fishing net:
-> - Exact = a small, precise net — catches only what you're targeting
-> - Phrase = a medium net — catches your keyword plus some variations
-> - Broad = a huge net — catches everything related, including stuff you don't want
+> **Analogy**: Think of match types like a fishing net:
+> - Exact = a small, precise net, catches only what you're targeting
+> - Phrase = a medium net, catches your keyword plus some variations
+> - Broad = a huge net, catches everything related, including stuff you don't want
 
 **Rule of thumb**: Start with exact match for your best keywords (where you know conversion rate is strong). Use phrase match for discovery (finding new search terms). Use broad match carefully and only with low bids.
 
@@ -80,9 +80,9 @@ When you add a keyword, you choose a match type. This controls how precisely you
 Instead of targeting keywords, you can target **specific products**. Your ad appears on that product's detail page, right next to their listing.
 
 This is powerful for:
-- **Conquesting** — Showing your product on a competitor's listing ("Hey, look at me instead!")
-- **Complementary products** — Showing on items that are frequently bought together with yours
-- **Category targeting** — Showing within an entire product category
+- **Conquesting**: Showing your product on a competitor's listing ("Hey, look at me instead!")
+- **Complementary products**: Showing on items that are frequently bought together with yours
+- **Category targeting**: Showing within an entire product category
 
 ### Worked Example: Water Bottle Product Targeting
 
@@ -90,11 +90,11 @@ You sell a $29.99 stainless steel water bottle. You target a competitor's simila
 
 When a shopper views the competitor's bottle, your ad appears in the "Sponsored products related to this item" section. The shopper sees your bottle is $5 cheaper with better reviews. Some of them click your ad and buy from you instead.
 
-> 💡 **Tip**: Product targeting is especially effective when your product has a clear advantage — lower price, better reviews, unique feature, or Prime eligibility.
+> **Tip**: Product targeting is especially effective when your product has a clear advantage: lower price, better reviews, unique feature, or Prime eligibility.
 
 ## Campaign Structure: Why It Matters
 
-How you organize your campaigns isn't just administrative — it directly affects your ability to control spend, measure performance, and optimize.
+How you organize your campaigns isn't just administrative. It directly affects your ability to control spend, measure performance, and optimize.
 
 **The golden rule**: Group similar keywords together so you can manage them as a unit.
 
@@ -109,19 +109,28 @@ Here's a basic healthy structure for one product:
 
 If you dump all keywords into one campaign, you can't separately control bids for your best keywords vs. experimental ones. You'll inevitably over-spend on the wrong terms.
 
-> ⚠️ **Watch out**: The most common beginner mistake is creating one campaign with 50 keywords and wondering why performance is bad. Structure isn't optional — it's how you stay in control.
+> **Watch out**: The most common beginner mistake is creating one campaign with 50 keywords and wondering why performance is bad. Structure isn't optional. It's how you stay in control.
 
 ## Budget Allocation
 
 When starting with Sponsored Products:
 
-1. **50–60% on exact match** — Your highest-confidence keywords. Terms you know convert.
-2. **20–30% on phrase match** — Discovery terms. You're finding new search terms that might convert.
-3. **10–15% on broad match** — Low-bid research. Cast a wide net to discover opportunities.
-4. **5–10% on product targeting** — Competitor conquesting and complementary products.
+1. **50–60% on exact match**: Your highest-confidence keywords. Terms you know convert.
+2. **20–30% on phrase match**: Discovery terms. You're finding new search terms that might convert.
+3. **10–15% on broad match**: Low-bid research. Cast a wide net to discover opportunities.
+4. **5–10% on product targeting**: Competitor conquesting and complementary products.
 
-> 📌 **Key Takeaway**: Sponsored Products are your bread and butter. They're keyword-targeted (or product-targeted), CPC-based ads that appear in search results and on product pages. Structure your campaigns by match type and purpose, not just by product.
+> **Key Takeaway**: Sponsored Products are your bread and butter. They're keyword-targeted (or product-targeted), CPC-based ads that appear in search results and on product pages. Structure your campaigns by match type and purpose, not just by product.
 
----
+## Quick check
+
+1. What are the three things you set up to get a Sponsored Products ad running: a product (ASIN), a set of keywords, and a ______?
+2. Order these match types from narrowest to widest: broad, exact, phrase.
+3. Roughly what share of a typical Sponsored Products budget should go to exact match keywords?
+4. Why does dumping 50 keywords into one campaign cause problems?
+
+**Answers:** (1) A bid, the maximum you're willing to pay per click. (2) Exact, then phrase, then broad. (3) 50–60%, your highest-confidence, proven keywords. (4) You can't control bids separately for your best keywords versus experimental ones, so you either overpay on broad terms or underbid on the ones that actually convert.
+
+## What to read next
 
-*Next up: Sponsored Brands and Sponsored Display — the other two ad types, and when to use them alongside Sponsored Products.*
+Lesson 4.2 covers Sponsored Brands and Sponsored Display, the other two ad types, and when to layer them on top of Sponsored Products.
diff --git a/content/curriculum/modules/6-bidding-lab/6.1-bid-strategies.mdx b/content/curriculum/modules/6-bidding-lab/6.1-bid-strategies.mdx
index f194c4e..db61b74 100755
--- a/content/curriculum/modules/6-bidding-lab/6.1-bid-strategies.mdx
+++ b/content/curriculum/modules/6-bidding-lab/6.1-bid-strategies.mdx
@@ -10,9 +10,9 @@ xpReward: 100
 
 # Bid Strategies: Flat-Rate, Surge Pricing, and Smart Discounts
 
-Your bid is the maximum you're willing to pay for a click. But what actually happens in the auction depends on your **bid strategy** — the rule Amazon follows when deciding how much to charge you. Choose the right strategy and you'll win more profitable clicks. Choose wrong and you'll either overspend or miss opportunities.
+Your bid is the maximum you're willing to pay for a click. But what actually happens in the auction depends on your **bid strategy**, the rule Amazon follows when deciding how much to charge you. Choose the right strategy and you'll win more profitable clicks. Choose wrong and you'll either overspend or miss opportunities.
 
-> 🎯 **Analogy**: Think of Amazon's three bid strategies like three ways to pay for a taxi:
+> **Analogy**: Think of Amazon's three bid strategies like three ways to pay for a taxi:
 > - **Fixed Bids** = flat-rate ride share. You know the price upfront. No surprises.
 > - **Dynamic Up and Down** = surge pricing. When demand is high (high chance of conversion), the price goes up. When it's slow, the price drops.
 > - **Dynamic Down Only** = flat-rate with a smart discount. The price never exceeds your set rate, but the driver might knock a few dollars off during slow periods.
@@ -21,13 +21,13 @@ Your bid is the maximum you're willing to pay for a click. But what actually hap
 
 Before picking a strategy, you need to understand what you can and can't predict about the auction.
 
-Amazon doesn't publish the exact auction mechanics, and what's publicly documented isn't a simple "pay one cent above the next bidder" rule — relevance, targeting, placement modifiers, and your bid strategy all affect what you actually pay. Treat your bid as a **ceiling you control**, not a price you can calculate in advance.
+Amazon doesn't publish the exact auction mechanics, and what's publicly documented isn't a simple "pay one cent above the next bidder" rule. Relevance, targeting, placement modifiers, and your bid strategy all affect what you actually pay. Treat your bid as a **ceiling you control**, not a price you can calculate in advance.
 
-> 🎯 **Analogy**: It's like eBay's proxy bidding in spirit — you set a maximum, and you typically pay less than it — but unlike eBay, you can't see the other bids or reconstruct the exact math. Don't try to predict your CPC to the cent; watch what you actually pay and adjust.
+> **Analogy**: It's like eBay's proxy bidding in spirit. You set a maximum, and you typically pay less than it, but unlike eBay, you can't see the other bids or reconstruct the exact math. Don't try to predict your CPC (cost per click) to the cent; watch what you actually pay and adjust.
 
-The actionable version: set a defensible maximum bid based on your maximum-CPC math (Module 1's `AOV × CVR × target ACoS` formula), understand how your bid strategy and any placement modifiers change what you can end up paying, and monitor your realized CPC against your ceiling rather than assuming a fixed formula.
+The actionable version: set a defensible maximum bid based on your maximum-CPC math (Module 1's `AOV × CVR × target ACoS` formula, where CVR is conversion rate and ACoS is advertising cost of sales), understand how your bid strategy and any placement modifiers change what you can end up paying, and monitor your realized CPC against your ceiling rather than assuming a fixed formula.
 
-> 📌 **Key Takeaway**: Your bid is a ceiling, not a price. You'll usually pay less than it. What you actually pay depends on competition, relevance, and your bid strategy — monitor it, don't predict it.
+> **Key Takeaway**: Your bid is a ceiling, not a price. You'll usually pay less than it. What you actually pay depends on competition, relevance, and your bid strategy. Monitor it, don't predict it.
 
 ## Strategy 1: Fixed Bids (The Flat-Rate Taxi)
 
diff --git a/content/curriculum/quiz-questions.json b/content/curriculum/quiz-questions.json
index a4d34e1..27ec792 100755
--- a/content/curriculum/quiz-questions.json
+++ b/content/curriculum/quiz-questions.json
@@ -146,7 +146,121 @@
           "optionC": "Higher CTR always means higher CPC",
           "optionD": "CTR only affects ad placement, not CPC",
           "correctAnswer": "B",
-          "explanation": "Amazon's algorithm uses CTR as a quality signal. Higher CTR indicates relevance, which can lead to better placements at lower costs — creating a virtuous cycle of better performance."
+          "explanation": "Amazon's algorithm uses CTR as a quality signal. Higher CTR indicates relevance, which can lead to better placements at lower costs, creating a virtuous cycle of better performance."
+        }
+      ]
+    },
+    {
+      "moduleNumber": 2,
+      "title": "Keyword Research Knowledge Check",
+      "description": "Test your understanding of match types, keyword research workflow, negative keywords, and keyword grouping.",
+      "questions": [
+        {
+          "order": 1,
+          "question": "What's the main difference between broad match and exact match keywords?",
+          "optionA": "Broad match shows ads for a wide range of related searches; exact match shows ads only for the precise term or very close variants",
+          "optionB": "Broad match is always cheaper per click than exact match",
+          "optionC": "Exact match shows ads for related searches; broad match only matches the literal term",
+          "optionD": "There is no functional difference, only a naming difference",
+          "correctAnswer": "A",
+          "explanation": "Broad match casts the widest net and can trigger on related searches Amazon judges relevant. Exact match is the tightest control, showing your ad only for the precise term or very close variants."
+        },
+        {
+          "order": 2,
+          "question": "A keyword gets 200 clicks and $150 in ad spend, with $0 in sales. What's the right read?",
+          "optionA": "Its ACoS (advertising cost of sales, ad spend divided by ad sales) is 100%, which is acceptable",
+          "optionB": "It's a strong candidate for a negative keyword. With zero sales, ACoS is undefined, not a fixed percentage, and this spend is pure waste",
+          "optionC": "It should be given a higher bid to try to generate a sale",
+          "optionD": "Nothing needs to change since spend is under $200",
+          "correctAnswer": "B",
+          "explanation": "ACoS is spend divided by sales, which is undefined at $0 in sales, not 100%. 200 clicks and $150 spent with zero orders is a clear signal to add this as a negative, not raise its bid."
+        },
+        {
+          "order": 3,
+          "question": "Which two match types can you actually use for negative keywords on Amazon?",
+          "optionA": "Negative broad and negative phrase",
+          "optionB": "Negative exact and negative broad",
+          "optionC": "Negative phrase and negative exact",
+          "optionD": "Negative broad only",
+          "correctAnswer": "C",
+          "explanation": "Amazon supports negative phrase and negative exact match. There's no negative broad match, so you can't block an entire loose category of searches with a single negative the way broad match works for regular targeting."
+        },
+        {
+          "order": 4,
+          "question": "Your keyword research turns up 500 candidate keywords for one product. What should you do before adding them to a campaign?",
+          "optionA": "Add all 500 immediately. More keywords always means more sales",
+          "optionB": "Score and filter them for relevance and likely volume first, then launch with the strongest subset",
+          "optionC": "Only use the 5 most expensive keywords",
+          "optionD": "Wait until you have Brand Registry before adding any keywords",
+          "correctAnswer": "B",
+          "explanation": "Unfiltered keyword lists bring in irrelevant traffic and make performance data harder to read. Score candidates for relevance and volume, launch with the strongest set, then expand from real data."
+        },
+        {
+          "order": 5,
+          "question": "Why does it make sense to shift more budget toward exact-match keywords once you have performance data on them?",
+          "optionA": "Exact match keywords with a proven conversion history are your most predictable, lowest-risk spend",
+          "optionB": "Exact match is always required by Amazon once a campaign has run for 30 days",
+          "optionC": "Exact match keywords are always cheaper per click than broad or phrase",
+          "optionD": "Broad match keywords stop working after enough data accumulates",
+          "correctAnswer": "A",
+          "explanation": "Once an exact-match keyword has a real conversion track record, it's the most predictable place to invest further budget. Broad and phrase remain useful for discovering new terms, not for scaling proven ones."
+        }
+      ]
+    },
+    {
+      "moduleNumber": 3,
+      "title": "Listing Optimization Knowledge Check",
+      "description": "Test your understanding of listing and ad relevance signals, listing anatomy, and A+ Content.",
+      "questions": [
+        {
+          "order": 1,
+          "question": "Does Amazon expose a single named \"Listing Quality Score\" that a VA can look up directly?",
+          "optionA": "Yes, it's visible in Seller Central under Listing Quality",
+          "optionB": "No. Amazon doesn't publish a single inspectable score. CTR (click-through rate), CVR (conversion rate), and relevance are the observable signals instead",
+          "optionC": "Yes, but only for Brand Registry accounts",
+          "optionD": "No, because Amazon doesn't measure listing quality at all",
+          "correctAnswer": "B",
+          "explanation": "There's no single named, inspectable \"Quality Score.\" Treat CTR, CVR, and relevance signals as the observable proxies for how well a listing is converting paid traffic, not a score you can pull from a report."
+        },
+        {
+          "order": 2,
+          "question": "Two listings for the same product get the same clicks. Listing A has a CVR (conversion rate) of 12.5% and a $0.52 CPC (cost per click). Listing B has a 6.1% CVR and an $0.89 CPC. Which gets more sales per ad dollar, and roughly by how much?",
+          "optionA": "Listing B, by about 2x",
+          "optionB": "They perform about the same",
+          "optionC": "Listing A, by about 3.5x",
+          "optionD": "Listing B, by about 3.5x",
+          "correctAnswer": "C",
+          "explanation": "Sales per ad dollar scales with CVR divided by CPC. (0.125 / 0.52) divided by (0.061 / 0.89) is about 3.5. A weaker listing doesn't just convert worse, it multiplies the gap because it's also paying more per click for the same targeting."
+        },
+        {
+          "order": 3,
+          "question": "Which of these listing elements has the most direct effect on whether a relevant click converts into a sale?",
+          "optionA": "The seller's account age",
+          "optionB": "Main images, title clarity, and review strength",
+          "optionC": "The campaign's daily budget",
+          "optionD": "The number of keywords targeted",
+          "correctAnswer": "B",
+          "explanation": "Once a shopper clicks through, it's the listing itself, images, title, bullets, reviews, and price, that decides whether they buy. Budget and keyword count affect whether you get the click, not what happens after."
+        },
+        {
+          "order": 4,
+          "question": "What does an ASIN identify?",
+          "optionA": "A seller's advertising account",
+          "optionB": "A specific product on Amazon",
+          "optionC": "A campaign's daily budget",
+          "optionD": "A shopper's search history",
+          "correctAnswer": "B",
+          "explanation": "ASIN (Amazon Standard Identification Number) is Amazon's product ID. Every distinct product listing has one."
+        },
+        {
+          "order": 5,
+          "question": "A seller without Brand Registry asks why it's worth enrolling. What's an accurate answer?",
+          "optionA": "Brand Registry guarantees a #1 search ranking",
+          "optionB": "It unlocks A+ Content and Sponsored Brands, which are commonly associated with better conversion and more ad placements, though exact lift varies by listing",
+          "optionC": "It's required before you're allowed to run any Sponsored Products campaign",
+          "optionD": "It removes Amazon's referral fees",
+          "correctAnswer": "B",
+          "explanation": "Brand Registry unlocks A+ Content and Sponsored Brands campaigns, both commonly linked to better conversion and reach. It's not a ranking guarantee, not required for basic Sponsored Products, and has nothing to do with referral fees."
         }
       ]
     },

From ab5c697a1bbed6eb74bf86f2e26e776100909e5e Mon Sep 17 00:00:00 2001
From: Claude <noreply@anthropic.com>
Date: Fri, 17 Jul 2026 02:50:11 +0000
Subject: [PATCH 3/6] content: voice-guide cleanup for modules 2, 4, 6, and 5.1

Completes the em-dash/emoji removal, per-file acronym definitions, and
Quick check + What to read next sections for: all of module 2
(keyword research), all of module 4 (campaign architecture), all of
module 6 (bidding lab), and 5.1 (campaign portfolios). Module 4.1 and
the module 2/3 quiz additions landed in the prior commit.

Modules 3, 5.2, 5.3, 7, and 8 still need this same pass, tracked
separately, since this batch hit a session rate limit partway through.

Co-Authored-By: Claude Sonnet 5 <noreply@anthropic.com>
Claude-Session: https://claude.ai/code/session_01QSfREMzPnGxjrUPSbz3PGp
---
 .../2-keyword-research/2.1-match-types.mdx    | 131 ++++++++++--------
 .../2.2-keyword-research-workflow.mdx         |  83 ++++++-----
 .../2.3-negative-keywords.mdx                 |  47 ++++---
 .../2.4-keyword-grouping.mdx                  |  71 ++++++----
 .../4.2-sponsored-brands-display.mdx          |  63 +++++----
 .../4.3-campaign-structure.mdx                |  39 ++++--
 .../4.4-campaign-architecture-practice.mdx    |  39 ++++--
 .../5.1-campaign-portfolios.mdx               | 104 ++++++++------
 .../6-bidding-lab/6.1-bid-strategies.mdx      |  55 ++++----
 .../6.2-placement-adjustments.mdx             |  48 +++----
 .../6-bidding-lab/6.3-bid-elevator-prep.mdx   |  49 ++++---
 11 files changed, 416 insertions(+), 313 deletions(-)

diff --git a/content/curriculum/modules/2-keyword-research/2.1-match-types.mdx b/content/curriculum/modules/2-keyword-research/2.1-match-types.mdx
index 29db438..4fcd310 100644
--- a/content/curriculum/modules/2-keyword-research/2.1-match-types.mdx
+++ b/content/curriculum/modules/2-keyword-research/2.1-match-types.mdx
@@ -8,22 +8,22 @@ estimatedMinutes: 12
 xpReward: 75
 ---
 
-# Match Types: Broad, Phrase, Exact — The Three Levers of Control
+# Match Types: Broad, Phrase, Exact (The Three Levers of Control)
 
-When you add a keyword to your Amazon campaign, you're not just telling Amazon "show my ad when someone searches this exact word." You're choosing **how closely** the shopper's search term needs to match your keyword before your ad appears. That choice — your **match type** — is one of the most powerful levers you have.
+When you add a keyword to your Amazon campaign, you're not just telling Amazon "show my ad when someone searches this exact word." You're choosing **how closely** the shopper's search term needs to match your keyword before your ad appears. That choice, your **match type**, is one of the most powerful levers you have.
 
-> 🎯 **Analogy**: Match types are like three different ways to invite people to your party:
+> **Analogy:** Match types are like three different ways to invite people to your party:
 > - **Broad match**: You post on social media. Anyone who's even remotely interested can show up.
-> - **Phrase match**: You send invites to people who said they like "stainless steel water bottles" — the exact phrase.
+> - **Phrase match**: You send invites to people who said they like "stainless steel water bottles," the exact phrase.
 > - **Exact match**: You personally call specific people and say "you. My house. 7PM. Be there."
 
-Let's dive into each one.
+Let's look at each one.
 
 ---
 
-## Broad Match — The Fire Hose
+## Broad Match (The Fire Hose)
 
-Broad match is Amazon's most permissive matching option. Your ad can show for any search term that Amazon's algorithm considers related to your keyword — even if the words are completely different.
+Broad match is Amazon's most permissive matching option. Your ad can show for any search term that Amazon's algorithm considers related to your keyword, even if the words are completely different.
 
 **What it does:** Amazon analyzes your keyword, understands the intent behind it, and matches it to related searches.
 
@@ -31,29 +31,29 @@ Broad match is Amazon's most permissive matching option. Your ad can show for an
 
 | Match Type | Search Term That Triggers | Does It Match? |
 |------------|--------------------------|----------------|
-| Broad | "water bottle" | ✅ Yes — exact match |
-| Broad | "stainless steel water bottle" | ✅ Yes — more specific but related |
-| Broad | "large water bottle for gym" | ✅ Yes — intent matches |
-| Broad | "glass cup" | ✅ Could match — both are drinkware |
-| Broad | "phone case" | ❌ No — unrelated category |
+| Broad | "water bottle" | Yes (exact match) |
+| Broad | "stainless steel water bottle" | Yes (more specific but related) |
+| Broad | "large water bottle for gym" | Yes (intent matches) |
+| Broad | "glass cup" | Could match (both are drinkware) |
+| Broad | "phone case" | No (unrelated category) |
 
-> 🎯 **Analogy**: Broad match is like casting a wide fishing net. You'll catch a lot of fish — but you'll also catch boots, tires, and the occasional shopping cart.
+> **Analogy:** Broad match is like casting a wide fishing net. You'll catch a lot of fish, but you'll also catch boots, tires, and the occasional shopping cart.
 
 **When to use it:**
-- **Discovery phase** — Launching a new product and you don't know which search terms convert
-- **Auto-campaign alternative** — When you want Amazon's algorithm to find new keyword opportunities
-- **Low-competition niches** — Where irrelevant clicks are cheap
+- **Discovery phase.** Launching a new product and you don't know which search terms convert.
+- **Auto-campaign alternative.** When you want Amazon's algorithm to find new keyword opportunities.
+- **Low-competition niches.** Where irrelevant clicks are cheap.
 
 **When to avoid it:**
-- **Tight budgets** — Broad match burns through spend faster than a teenager with a credit card
-- **Mature campaigns** — Once you know your winning keywords, broad match wastes impressions
-- **High ACoS tolerance is low** — Broad match always has the highest wasted spend
+- **Tight budgets.** Broad match burns through spend faster than a teenager with a credit card.
+- **Mature campaigns.** Once you know your winning keywords, broad match wastes impressions.
+- **Low tolerance for high ACoS (advertising cost of sales).** Broad match always has the highest wasted spend.
 
-> 💡 **Tip**: Never run broad match alone. Always pair it with a **negative keyword list** to filter out junk traffic. Broad match without negatives is like leaving your front door open and wondering why bugs got in.
+> **Tip:** Never run broad match alone. Always pair it with a **negative keyword list** to filter out junk traffic. Broad match without negatives is like leaving your front door open and wondering why bugs got in.
 
 ---
 
-## Phrase Match — The Sweet Spot
+## Phrase Match (The Sweet Spot)
 
 Phrase match sits between broad and exact. Your ad shows when the shopper's search term contains your exact keyword phrase **in the same order**, with possible additional words before or after.
 
@@ -63,28 +63,28 @@ Phrase match sits between broad and exact. Your ad shows when the shopper's sear
 
 | Search Term | Matches? | Why |
 |-------------|----------|-----|
-| "water bottle" | ✅ | Exactly your phrase |
-| "stainless steel water bottle" | ✅ | Your phrase + words before |
-| "water bottle for gym" | ✅ | Your phrase + words after |
-| "large water bottle 32oz" | ✅ | Words before + after |
-| "bottle of water" | ❌ | Wrong word order |
-| "water bottles" | ❌ | Plural form — note: this can vary by Amazon's algorithm |
-| "bottle water" | ❌ | Wrong order |
+| "water bottle" | Yes | Exactly your phrase |
+| "stainless steel water bottle" | Yes | Your phrase + words before |
+| "water bottle for gym" | Yes | Your phrase + words after |
+| "large water bottle 32oz" | Yes | Words before + after |
+| "bottle of water" | No | Wrong word order |
+| "water bottles" | No | Plural form (this can vary by Amazon's algorithm) |
+| "bottle water" | No | Wrong order |
 
-> 🎯 **Analogy**: Phrase match is like requiring that the person says the magic words "water bottle" in the right order, but they can whisper before or after it. "Can I have a **water bottle** for the gym, please?" — yes. "Can I have a **bottle of water**?" — denied.
+> **Analogy:** Phrase match is like requiring that the person says the magic words "water bottle" in the right order, but they can whisper before or after it. "Can I have a **water bottle** for the gym, please?" Yes. "Can I have a **bottle of water**?" Denied.
 
 **When to use it:**
-- **Balanced approach** — You want more traffic than exact but more control than broad
-- **Modifier variations** — Find valuable long-tail variations of your core keywords
-- **Scale phase** — After discovering winning search terms via broad, tighten to phrase
+- **Balanced approach.** You want more traffic than exact but more control than broad.
+- **Modifier variations.** Find valuable long-tail variations of your core keywords.
+- **Scale phase.** After discovering winning search terms via broad, tighten to phrase.
 
-**One critical detail:** Amazon changed phrase match in 2022. It now includes **close variants** — plurals, misspellings, abbreviations. So "water bottle" phrase match might also match "water bottles" or "waterbottle." This is usually helpful but worth knowing.
+**One critical detail:** Amazon changed phrase match in 2022. It now includes **close variants** (plurals, misspellings, abbreviations). So "water bottle" phrase match might also match "water bottles" or "waterbottle." This is usually helpful but worth knowing.
 
-> 💡 **Tip**: Phrase match is often the most efficient match type for scaling campaigns. It captures the long-tail traffic that exact misses while filtering out the junk that broad lets through.
+> **Tip:** Phrase match is often the most efficient match type for scaling campaigns. It captures the long-tail traffic that exact misses while filtering out the junk that broad lets through.
 
 ---
 
-## Exact Match — The Sniper Rifle
+## Exact Match (The Sniper Rifle)
 
 Exact match is the most restrictive. Your ad shows only when the shopper's search term exactly matches your keyword (including close variants like plurals and misspellings).
 
@@ -94,27 +94,27 @@ Exact match is the most restrictive. Your ad shows only when the shopper's searc
 
 | Search Term | Matches? | Why |
 |-------------|----------|-----|
-| "water bottle" | ✅ | Exact match |
-| "water bottles" | ✅ | Close variant (plural) |
-| "waterbottle" | ✅ | Close variant (no space) |
-| "water bottel" | ✅ | Close variant (misspelling) |
-| "stainless steel water bottle" | ❌ | Too many extra words |
-| "water bottle 32oz" | ❌ | Extra word after |
+| "water bottle" | Yes | Exact match |
+| "water bottles" | Yes | Close variant (plural) |
+| "waterbottle" | Yes | Close variant (no space) |
+| "water bottel" | Yes | Close variant (misspelling) |
+| "stainless steel water bottle" | No | Too many extra words |
+| "water bottle 32oz" | No | Extra word after |
 
-> 🎯 **Analogy**: Exact match is a sniper rifle. Every shot is deliberate. You chose the target. You know each round costs money. You don't fire unless you're sure.
+> **Analogy:** Exact match is a sniper rifle. Every shot is deliberate. You chose the target. You know each round costs money. You don't fire unless you're sure.
 
 **When to use it:**
-- **Proven converters** — Keywords you KNOW drive sales at a good ACoS
-- **High-volume head terms** — Where broad match would waste thousands on irrelevant clicks
-- **Profit protection** — When you need to guarantee your ad only shows for specific searches
-- **Retargeting** — For your best-performing search terms that you want to capture every time
+- **Proven converters.** Keywords you KNOW drive sales at a good ACoS.
+- **High-volume head terms.** Where broad match would waste thousands on irrelevant clicks.
+- **Profit protection.** When you need to guarantee your ad only shows for specific searches.
+- **Retargeting.** For your best-performing search terms that you want to capture every time.
 
 **When to avoid it:**
-- **Discovery** — You'll miss long-tail variations that could convert
-- **New campaigns** — You need data before you know which exact terms work
-- **Low volume** — Exact match limits your reach significantly
+- **Discovery.** You'll miss long-tail variations that could convert.
+- **New campaigns.** You need data before you know which exact terms work.
+- **Low volume.** Exact match limits your reach significantly.
 
-> 💡 **Tip**: Start with phrase or broad, let them run for 2-4 weeks, then mine the search term report for high-converting terms. Move those to exact match campaigns. This is called the **harvesting strategy**.
+> **Tip:** Start with phrase or broad, let them run for 2-4 weeks, then mine the search term report for high-converting terms. Move those to exact match campaigns. This is called the **harvesting strategy**.
 
 ---
 
@@ -122,13 +122,13 @@ Exact match is the most restrictive. Your ad shows only when the shopper's searc
 
 | Factor | Broad | Phrase | Exact |
 |--------|-------|--------|-------|
-| **Reach** | 🟢 High | 🟡 Medium | 🔴 Low |
-| **Control** | 🔴 Low | 🟡 Medium | 🟢 High |
+| **Reach** | High | Medium | Low |
+| **Control** | Low | Medium | High |
 | **Wasted Spend** | High | Medium | Low |
 | **Best For** | Discovery | Scaling | Profit |
-| **CPC (typical)** | Lowest | Medium | Highest |
+| **Typical CPC (cost per click)** | Lowest | Medium | Highest |
 | **Conversion Rate** | Lowest | Medium | Highest |
-| **Data Value** | 🔴 Requires work | 🟡 Useful | 🟢 Gold |
+| **Data Value** | Requires work | Useful | Gold |
 
 ---
 
@@ -151,14 +151,27 @@ CAMPAIGN: Exact Profit
 ```
 
 **The flow:**
-1. Broad catches everything — including junk → you add negatives to filter
-2. Phrase catches the valuable long-tail that broad discovered
-3. Exact captures your proven winners for maximum efficiency
+1. Broad catches everything, including junk, so you add negatives to filter it out.
+2. Phrase catches the valuable long-tail that broad discovered.
+3. Exact captures your proven winners for maximum efficiency.
 
-> 📌 **Key Takeaways:**
+> **Key Takeaways:**
 > - **Broad** = discovery engine. Expensive but essential for finding new keywords.
 > - **Phrase** = the balanced middle. Best for scaling what you've learned.
 > - **Exact** = profit zone. Highest conversion, lowest waste, highest CPC.
 > - Run all three in **separate campaigns** for proper budget control.
 > - The match type hierarchy works downward: broad → phrase → exact.
-> - **Never stop adding negatives** — every campaign, every week.
+> - **Never stop adding negatives.** Every campaign, every week.
+
+## Quick check
+
+1. Your keyword is broad-match "water bottle." Would "large water bottle for gym" trigger your ad?
+2. Your keyword is phrase-match "water bottle." Would "bottle of water" trigger your ad? Why or why not?
+3. Which match type has the lowest wasted spend but also the lowest reach?
+4. What's the "harvesting strategy"?
+
+**Answers:** (1) Yes, broad match reads it as related intent even though the wording differs. (2) No, phrase match requires your exact phrase in the same order, and "bottle of water" reverses the word order. (3) Exact match. (4) Let broad or phrase match run for 2-4 weeks, mine the search term report for high-converting terms, then move those proven terms into exact match campaigns.
+
+## What to read next
+
+Next up is 2.2, Keyword Research Workflow and Tools, where you'll learn how to find the keywords you'll assign these match types to in the first place.
diff --git a/content/curriculum/modules/2-keyword-research/2.2-keyword-research-workflow.mdx b/content/curriculum/modules/2-keyword-research/2.2-keyword-research-workflow.mdx
index 540eb5d..4ca0b59 100644
--- a/content/curriculum/modules/2-keyword-research/2.2-keyword-research-workflow.mdx
+++ b/content/curriculum/modules/2-keyword-research/2.2-keyword-research-workflow.mdx
@@ -10,9 +10,9 @@ xpReward: 100
 
 # Keyword Research Workflow & Tools
 
-Knowing what match types are is like knowing how to use a hammer. Knowing **how** to find the right keywords is knowing which nail to hit. This lesson gives you the complete keyword research workflow — the same process Ryan uses to find winning keywords for accounts managing ₱50M+ in ad spend.
+Knowing what match types are is like knowing how to use a hammer. Knowing **how** to find the right keywords is knowing which nail to hit. This lesson gives you the complete keyword research workflow, the same process Ryan uses to find winning keywords for accounts managing ₱50M+ in ad spend.
 
-> 🎯 **Analogy**: Keyword research is like fishing in a new lake. You could cast randomly and hope for the best (many sellers do this). Or you could study the lake, ask locals what's biting, drop a sonar, and cast where the fish actually are. One approach catches dinner. The other catches weeds.
+> **Analogy:** Keyword research is like fishing in a new lake. You could cast randomly and hope for the best (many sellers do this). Or you could study the lake, ask locals what's biting, drop a sonar, and cast where the fish actually are. One approach catches dinner. The other catches weeds.
 
 ---
 
@@ -50,7 +50,7 @@ Knowing what match types are is like knowing how to use a hammer. Knowing **how*
 
 ---
 
-## Step 1: Research — Cast Your Net Wide
+## Step 1: Research (Cast Your Net Wide)
 
 Your goal here is **quantity**. Don't judge yet. Just collect. You need at least 50-100 potential keywords per product to start with.
 
@@ -62,11 +62,11 @@ If you have a live campaign, this is your gold mine. Even if it's been running f
 2. Select "Search Term Report" → run for the last 7-30 days
 3. Download the CSV
 
-> 💡 **Tip**: If you don't have a live campaign yet, create a small auto-campaign with a $10/day budget and let it run for 2 weeks JUST to generate search term data. It's the best research investment you'll make.
+> **Tip:** If you don't have a live campaign yet, create a small auto-campaign with a $10/day budget and let it run for 2 weeks JUST to generate search term data. It's the best research investment you'll make.
 
 ### Source 2: Amazon Brand Analytics (Brand Registry Required)
 
-If you have Brand Registry, Brand Analytics gives you the actual search frequency data for ANY keyword on Amazon — not just your campaigns.
+If you have Brand Registry, Brand Analytics gives you the actual search frequency data for ANY keyword on Amazon, not just your campaigns.
 
 1. Go to Brand Analytics → Amazon Search Terms
 2. Enter your product category
@@ -74,7 +74,7 @@ If you have Brand Registry, Brand Analytics gives you the actual search frequenc
 
 This shows you **what the market is searching for**, not just what your campaigns triggered.
 
-**Example — "bamboo cutting board" category top searches:**
+**Example, "bamboo cutting board" category top searches:**
 
 | Search Term | Search Frequency | Top 3 Products |
 |-------------|-----------------|----------------|
@@ -88,9 +88,9 @@ This shows you **what the market is searching for**, not just what your campaign
 
 This is the "free" discovery method. Run an auto-campaign (broad match) and regularly mine the search term report for:
 
-- **New keywords you never thought of** — shoppers tell you what they search for
-- **Unexpected long-tail variations** — "bamboo cutting board for meat" might be a winner
-- **Misspellings** — If enough people misspell it, it's worth targeting
+- **New keywords you never thought of.** Shoppers tell you what they search for.
+- **Unexpected long-tail variations.** "bamboo cutting board for meat" might be a winner.
+- **Misspellings.** If enough people misspell it, it's worth targeting.
 
 ### Source 4: Amazon Search Suggest
 
@@ -107,11 +107,11 @@ Suggestions:
 → bamboo cutting board organic
 ```
 
-> 💡 **Tip**: Type each letter of the alphabet after your seed keyword (bamboo cutting a, bamboo cutting b, bamboo cutting c...) to surface ALL variations. This is called the **alphabet soup method** and it catches what auto-suggest hides.
+> **Tip:** Type each letter of the alphabet after your seed keyword (bamboo cutting a, bamboo cutting b, bamboo cutting c...) to surface ALL variations. This is called the **alphabet soup method** and it catches what auto-suggest hides.
 
 ---
 
-## Step 2: Analyze — Filter the Noise
+## Step 2: Analyze (Filter the Noise)
 
 Now you have 200+ potential keywords. Time to separate gold from garbage.
 
@@ -120,7 +120,7 @@ Now you have 200+ potential keywords. Time to separate gold from garbage.
 | Criterion | Keep | Remove |
 |-----------|------|--------|
 | **Relevance** | Directly related to your product | Unrelated (e.g., "cutting board accessories" if you sell boards only) |
-| **Search Volume** | Monthly searches > 100 | Below 100 — not enough traffic |
+| **Search Volume** | Monthly searches > 100 | Below 100, not enough traffic |
 | **Intent** | Purchase intent (buy, best, for) | Research intent (how to, what is, vs) |
 | **Competition** | Low to medium | Saturated (thousands of advertisers) |
 | **Brand Safety** | Generic terms | Branded terms from competitors (legal risk) |
@@ -129,16 +129,16 @@ Now you have 200+ potential keywords. Time to separate gold from garbage.
 
 | Keyword | Keep? | Reason |
 |---------|-------|--------|
-| bamboo cutting board | ✅ Keep | Perfect relevance, high volume |
-| how to clean bamboo cutting board | ❌ Remove | Research intent — unlikely to buy |
-| organic bamboo cutting board | ✅ Keep | Strong purchase intent |
-| bamboo vs wood cutting board | ❌ Remove | Comparison shopper, unlikely to convert today |
-| bamboo cutting board oil | ❌ Remove | Different product (accessory) |
-| large bamboo cutting board for meat | ✅ Keep | Specific, high intent, long-tail |
+| bamboo cutting board | Keep | Perfect relevance, high volume |
+| how to clean bamboo cutting board | Remove | Research intent, unlikely to buy |
+| organic bamboo cutting board | Keep | Strong purchase intent |
+| bamboo vs wood cutting board | Remove | Comparison shopper, unlikely to convert today |
+| bamboo cutting board oil | Remove | Different product (accessory) |
+| large bamboo cutting board for meat | Keep | Specific, high intent, long-tail |
 
 ---
 
-## Step 3: Prioritize — Score Your Keywords
+## Step 3: Prioritize (Score Your Keywords)
 
 Not all keywords are created equal. Score each one on three dimensions:
 
@@ -154,22 +154,22 @@ Not all keywords are created equal. Score each one on three dimensions:
 
 | Keyword | Relevance | Volume | Competition | Total | Priority |
 |---------|-----------|--------|-------------|-------|----------|
-| bamboo cutting board | 5 | 5 | 1 | 11 | 🟢 High |
-| large cutting board with juice groove | 5 | 3 | 3 | 11 | 🟢 High |
-| organic bamboo board | 4 | 1 | 5 | 10 | 🟢 High |
-| cutting board for kitchen | 3 | 5 | 1 | 9 | 🟡 Medium |
-| bamboo products | 1 | 5 | 1 | 7 | 🔴 Low |
+| bamboo cutting board | 5 | 5 | 1 | 11 | High |
+| large cutting board with juice groove | 5 | 3 | 3 | 11 | High |
+| organic bamboo board | 4 | 1 | 5 | 10 | High |
+| cutting board for kitchen | 3 | 5 | 1 | 9 | Medium |
+| bamboo products | 1 | 5 | 1 | 7 | Low |
 
-> 💡 **Tip**: Prioritize keywords where **relevance is high** even if volume is low. A low-volume keyword that converts at 15% beats a high-volume keyword that converts at 1%. Every time.
+> **Tip:** Prioritize keywords where **relevance is high** even if volume is low. A low-volume keyword that converts at 15% beats a high-volume keyword that converts at 1%. Every time.
 
 ---
 
-## Step 4: Organize — Build Your Campaign Structure
+## Step 4: Organize (Build Your Campaign Structure)
 
 This step connects keyword research to campaign architecture. You'll organize keywords into themed groups.
 
 ```
-CAMPAIGN: SP - Bamboo Cutting Boards - Broad
+CAMPAIGN: SP (Sponsored Products) - Bamboo Cutting Boards - Broad
 ├── Ad Group: Organic & Natural
 │   ├── bamboo cutting board (broad)
 │   ├── organic cutting board (broad)
@@ -188,7 +188,7 @@ CAMPAIGN: SP - Bamboo Cutting Boards - Broad
 
 Each ad group has a **single theme**. This lets you write ad copy and set bids that match the search intent.
 
-> 🎯 **Analogy**: Organizing keywords into themed ad groups is like organizing your toolbox. You don't put hammers in the drill drawer. Each tool has its place. When you need a hammer, you know exactly where to reach.
+> **Analogy:** Organizing keywords into themed ad groups is like organizing your toolbox. You don't put hammers in the drill drawer. Each tool has its place. When you need a hammer, you know exactly where to reach.
 
 ---
 
@@ -204,11 +204,24 @@ Here's what a real keyword research session looks like for a **bamboo cutting bo
 
 4. **Organize (15 min):** Group into themed ad groups → 6 ad groups created
 
-**Result:** A structured campaign launch with 32 high-confidence keywords in 6 tightly themed ad groups. Expected ACoS: 25-35% vs. 45-60% for an unstructured approach.
+**Result:** A structured campaign launch with 32 high-confidence keywords in 6 tightly themed ad groups. Expected ACoS (advertising cost of sales): 25-35% vs. 45-60% for an unstructured approach.
 
-> 📌 **Key Takeaways:**
-> - **Research wide** — Use search term reports, Brand Analytics, auto-campaigns, and Amazon Suggest
-> - **Analyze ruthlessly** — Remove non-purchase-intent keywords immediately
-> - **Prioritize by relevance** — A relevant low-volume keyword beats an irrelevant high-volume one
-> - **Organize by theme** — One theme per ad group for maximum relevance and control
-> - **Document everything** — Your keyword research is a living document. Update it weekly.
+> **Key Takeaways:**
+> - **Research wide.** Use search term reports, Brand Analytics, auto-campaigns, and Amazon Suggest.
+> - **Analyze ruthlessly.** Remove non-purchase-intent keywords immediately.
+> - **Prioritize by relevance.** A relevant low-volume keyword beats an irrelevant high-volume one.
+> - **Organize by theme.** One theme per ad group for maximum relevance and control.
+> - **Document everything.** Your keyword research is a living document. Update it weekly.
+
+## Quick check
+
+1. What are the four steps of the keyword research workflow, in order?
+2. In the sample session, how many keywords survived the Analyze step, out of the 180 that came out of Research?
+3. Which KRP Score dimension would give a keyword a score of 5 for having fewer than 500 monthly searches?
+4. What's the "alphabet soup method"?
+
+**Answers:** (1) Research, Analyze, Prioritize, Organize. (2) 95 keywords. (3) None. A score of 5 on Volume requires 5,000+ searches/mo; under 500/mo scores a 1. (4) Typing each letter of the alphabet after your seed keyword in Amazon's search bar to surface every autocomplete variation, catching what auto-suggest alone hides.
+
+## What to read next
+
+Next up is 2.3, Negative Keywords, where you'll learn how to block the search terms your research and filtering process ruled out.
diff --git a/content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx b/content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx
index df32ff9..50fc1e2 100644
--- a/content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx
+++ b/content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx
@@ -10,9 +10,9 @@ xpReward: 100
 
 # Negative Keywords: The Most Underused Profit Lever
 
-Most sellers spend 80% of their time on **what to target** and 20% on **what to block**. That ratio is backwards. Negative keywords — the terms you tell Amazon NOT to show your ad for — are the single fastest way to improve your ACoS.
+Most sellers spend 80% of their time on **what to target** and 20% on **what to block**. That ratio is backwards. Negative keywords (the terms you tell Amazon NOT to show your ad for) are the single fastest way to improve your ACoS (advertising cost of sales).
 
-> 🎯 **Analogy**: Negative keywords are a "Do Not Sell To" list for your store. You wouldn't let someone walk in, waste your staff's time, and leave without buying — every single day. But that's exactly what happens when you don't use negatives. Shoppers click your ad, you pay for the click, and they bounce because what they searched isn't what you sell.
+> **Analogy:** Negative keywords are a "Do Not Sell To" list for your store. You wouldn't let someone walk in, waste your staff's time, and leave without buying, every single day. But that's exactly what happens when you don't use negatives. Shoppers click your ad, you pay for the click, and they bounce because what they searched isn't what you sell.
 
 ---
 
@@ -20,7 +20,7 @@ Most sellers spend 80% of their time on **what to target** and 20% on **what to
 
 Let's look at a real example. A cutting board seller runs a broad match campaign for **"cutting board"**:
 
-**Before negatives — $1,000 spend:**
+**Before negatives, $1,000 spend:**
 
 | Search Term | Clicks | Spend | Sales | ACoS |
 |-------------|--------|-------|-------|------|
@@ -35,7 +35,7 @@ Let's look at a real example. A cutting board seller runs a broad match campaign
 
 Notice those shaded rows? ACoS is spend divided by sales, so it's undefined when sales are $0, not "100%." Read "no sales" as its own signal: pure waste, $44.89 burned on searches that will NEVER convert.
 
-**After negatives — block the waste:**
+**After negatives, block the waste:**
 
 | Search Term | Clicks | Spend | Sales | ACoS |
 |-------------|--------|-------|-------|------|
@@ -44,9 +44,9 @@ Notice those shaded rows? ACoS is spend divided by sales, so it's undefined when
 | large cutting board with juice groove | 28 | $18.76 | $49.98 | 38% |
 | **Total** | **111** | **$74.37** | **$224.91** | **33%** |
 
-The ACoS dropped from **53% to 33%** — a 20 percentage point improvement — just by blocking 4 types of search terms. Same sales. Less spend.
+The ACoS dropped from **53% to 33%** (a 20 percentage point improvement) just by blocking 4 types of search terms. Same sales. Less spend.
 
-> 💡 **Tip**: That $44.89 in wasted spend per $1,000? Scale that to an account spending ₱500,000/month and you're burning ₱22,445/month on clicks that will never convert. That's a VA's salary.
+> **Tip:** That $44.89 in wasted spend per $1,000? Scale that to an account spending ₱500,000/month and you're burning ₱22,445/month on clicks that will never convert. That's a VA's salary.
 
 ---
 
@@ -84,7 +84,7 @@ Does NOT block: oil for cutting board (wrong word order)
 
 Use negative phrase when you want to block an ENTIRE category of searches.
 
-> 🎯 **Analogy**: Negative exact is like telling your doorman "don't let in anyone named John Smith." Negative phrase is like saying "don't let in anyone whose name has John in it."
+> **Analogy:** Negative exact is like telling your doorman "don't let in anyone named John Smith." Negative phrase is like saying "don't let in anyone whose name has John in it."
 
 ---
 
@@ -122,10 +122,10 @@ Before you even launch a campaign, think about what terms are obviously wrong:
 | cheap | Low ACoS, high return rate |
 | used | Pre-owned, not your market |
 | replacement | Parts/accessories buyer |
-| DIY | Makes their own — won't buy |
+| DIY | Makes their own, won't buy |
 | paper | Different material entirely |
 
-> 💡 **Tip**: Add at least 20-30 negative keywords BEFORE launching a campaign. This is called **pre-emptive negation** and it saves you from burning money on day one.
+> **Tip:** Add at least 20-30 negative keywords BEFORE launching a campaign. This is called **pre-emptive negation** and it saves you from burning money on day one.
 
 ---
 
@@ -156,7 +156,7 @@ AD GROUP-LEVEL NEGATIVES (apply to specific ad groups)
 ## How Often to Update Negatives
 
 | Phase | Frequency | Time Required |
-|-------|-----------|---------------|
+|-------|-----------|----------------|
 | **First 2 weeks** | Every 3 days | 10 min |
 | **Weeks 2-6** | Weekly | 10 min |
 | **Mature campaign** | Bi-weekly | 5 min |
@@ -164,10 +164,23 @@ AD GROUP-LEVEL NEGATIVES (apply to specific ad groups)
 
 The first two weeks are critical. This is when new search terms flood in and you need to block the junk before it accumulates.
 
-> 📌 **Key Takeaways:**
-> - Negative keywords are your **fastest ACoS improvement lever** — often drops 10-20% in one session
-> - Add **pre-emptive negatives** before launching — block the obvious waste from day one
-> - Run the search term report **weekly** — look for high-spend, no-sales terms
-> - Use **negative phrase** for broad categories, **negative exact** for specific terms
-> - Put **campaign-level** negatives where they apply everywhere, **ad group-level** for theme-specific blocks
-> - A well-maintained negative list grows over time and keeps your campaigns efficient as they scale
+> **Key Takeaways:**
+> - Negative keywords are your **fastest ACoS improvement lever** (often drops 10-20% in one session).
+> - Add **pre-emptive negatives** before launching. Block the obvious waste from day one.
+> - Run the search term report **weekly**. Look for high-spend, no-sales terms.
+> - Use **negative phrase** for broad categories, **negative exact** for specific terms.
+> - Put **campaign-level** negatives where they apply everywhere, **ad group-level** for theme-specific blocks.
+> - A well-maintained negative list grows over time and keeps your campaigns efficient as they scale.
+
+## Quick check
+
+1. In the before-and-after example, what did ACoS drop from and to after adding negatives?
+2. Why do the zero-sale search terms in the before table show "no sales" instead of a percentage?
+3. Using "cutting board oil" as the negative, what's the difference between negative exact and negative phrase?
+4. How many negative keywords should you add before launching a campaign, and what's that practice called?
+
+**Answers:** (1) From 53% to 33%, a 20 percentage point improvement. (2) ACoS is spend divided by sales, so it's undefined (not 100%) when sales are $0. "No sales" is the honest read: pure wasted spend. (3) Negative exact blocks only "cutting board oil" itself; negative phrase blocks any search containing that phrase in that order, like "cutting board oil for wood" or "best cutting board oil." (4) At least 20-30, a practice called pre-emptive negation.
+
+## What to read next
+
+Next up is 2.4, Keyword Grouping for Campaign Structure, where you'll organize the keywords you kept (and protected with negatives) into themed ad groups.
diff --git a/content/curriculum/modules/2-keyword-research/2.4-keyword-grouping.mdx b/content/curriculum/modules/2-keyword-research/2.4-keyword-grouping.mdx
index e12c8bb..49cea7a 100644
--- a/content/curriculum/modules/2-keyword-research/2.4-keyword-grouping.mdx
+++ b/content/curriculum/modules/2-keyword-research/2.4-keyword-grouping.mdx
@@ -12,11 +12,11 @@ xpReward: 75
 
 You've found 100+ keywords. You've filtered them down to 40 high-potential terms. Now what?
 
-This is where most sellers make their biggest mistake: **dumping all keywords into one ad group**. It works — briefly. But as you scale, it becomes a mess of conflicting data, vague optimization, and missed opportunities.
+This is where most sellers make their biggest mistake: **dumping all keywords into one ad group**. It works, briefly. But as you scale, it becomes a mess of conflicting data, vague optimization, and missed opportunities.
 
 The solution is **keyword grouping**: organizing keywords into tightly themed clusters that each get their own ad group with targeted ad copy and appropriate bids.
 
-> 🎯 **Analogy**: Keyword grouping is like organizing a hardware store. You could throw everything on one giant shelf — hammers next to nails next to paint. Customers (and employees) would find things eventually. Or you could organize by aisle: Tools, Hardware, Paint, Plumbing. Each aisle has a clear purpose. Everyone finds what they need faster.
+> **Analogy:** Keyword grouping is like organizing a hardware store. You could throw everything on one giant shelf (hammers next to nails next to paint). Customers (and employees) would find things eventually. Or you could organize by aisle: Tools, Hardware, Paint, Plumbing. Each aisle has a clear purpose. Everyone finds what they need faster.
 
 ---
 
@@ -43,9 +43,9 @@ CAMPAIGN
 
 Each ad group has **one theme**. Every keyword in that ad group is a variation of that theme. This matters because:
 
-1. **Ad copy matches the search** — You can write "Perfect for your kitchen" for the Size group and "Tough enough for BBQ" for the Use Case group
-2. **Bids can be optimized per theme** — If "Use Case" converts at 15% and "Size" converts at 8%, you bid accordingly
-3. **Performance data is clean** — You know exactly which theme is working
+1. **Ad copy matches the search.** You can write "Perfect for your kitchen" for the Size group and "Tough enough for BBQ" for the Use Case group.
+2. **Bids can be optimized per theme.** If "Use Case" converts at 15% and "Size" converts at 8%, you bid accordingly.
+3. **Performance data is clean.** You know exactly which theme is working.
 
 ---
 
@@ -55,11 +55,11 @@ Each ad group has **one theme**. Every keyword in that ad group is a variation o
 
 | Ad Group Theme | Keywords | Single Ad Copy Idea |
 |----------------|----------|---------------------|
-| Organic/Natural | organic bamboo board, natural cutting board, untreated wood board | "100% Organic Bamboo — No Chemicals" |
-| Large/Feature | large cutting board, extra large board, cutting board with juice groove | "Extra Large with Juice Groove — Feast Prep" |
-| Use Case | cutting board for meat, BBQ board, vegetable chopping board | "Built for BBQ — Handles the Biggest Cuts" |
+| Organic/Natural | organic bamboo board, natural cutting board, untreated wood board | "100% Organic Bamboo, No Chemicals" |
+| Large/Feature | large cutting board, extra large board, cutting board with juice groove | "Extra Large with Juice Groove, Feast Prep" |
+| Use Case | cutting board for meat, BBQ board, vegetable chopping board | "Built for BBQ, Handles the Biggest Cuts" |
 | Gift | cutting board gift, housewarming gift, wedding registry board | "The Gift Every Home Chef Loves" |
-| Material | teak cutting board, acacia board, walnut cutting board | "Premium Hardwood — Built to Last Generations" |
+| Material | teak cutting board, acacia board, walnut cutting board | "Premium Hardwood, Built to Last Generations" |
 
 **A bad ad group:** Keywords that would need different ads.
 
@@ -70,7 +70,7 @@ Each ad group has **one theme**. Every keyword in that ad group is a variation o
 | cutting board gift | "The perfect housewarming gift" | Completely different angle |
 | cheap cutting board | "Budget-friendly" | Actually lowers perceived value |
 
-> 💡 **Tip**: If you can't write one ad that fits all keywords in your ad group, split the group. This test alone eliminates 90% of grouping problems.
+> **Tip:** If you can't write one ad that fits all keywords in your ad group, split the group. This test alone eliminates 90% of grouping problems.
 
 ---
 
@@ -82,7 +82,7 @@ Should you put broad, phrase, and exact of the same keyword in the same ad group
 
 ```
 CAMPAIGN LEVEL (by match type):
-├── SP - Bamboo Board - Broad [Budget: 40%]
+├── SP (Sponsored Products) - Bamboo Board - Broad [Budget: 40%]
 │   └── Ad Group: Organic & Natural (broad keywords)
 │   └── Ad Group: Size & Feature (broad keywords)
 │
@@ -96,11 +96,11 @@ CAMPAIGN LEVEL (by match type):
 ```
 
 **Why separate campaigns?**
-- **Budget control** — Broad gets 40% budget, exact gets 25%
-- **Bid independence** — You bid higher on exact (higher conversion) and lower on broad (discovery)
-- **Clean data** — You know exactly which match type performs for which theme
+- **Budget control.** Broad gets 40% budget, exact gets 25%.
+- **Bid independence.** You bid higher on exact (higher conversion) and lower on broad (discovery).
+- **Clean data.** You know exactly which match type performs for which theme.
 
-> 🎯 **Analogy**: Match type layering is like having three separate teams for prospecting, nurturing, and closing. They work on the same leads but at different stages with different approaches. You'd never ask your closer to also prospect.
+> **Analogy:** Match type layering is like having three separate teams for prospecting, nurturing, and closing. They work on the same leads but at different stages with different approaches. You'd never ask your closer to also prospect.
 
 ---
 
@@ -131,13 +131,13 @@ Sponsored Products - Bamboo Board - Broad
 └── Gift (6 keywords)
 
 Sponsored Products - Bamboo Board - Phrase
-├── Material (5 keywords — high performers from broad)
+├── Material (5 keywords, high performers from broad)
 ├── Size (6 keywords)
 ├── Feature (4 keywords)
 └── Use Case (5 keywords)
 
 Sponsored Products - Bamboo Board - Exact
-├── Material (3 keywords — proven converters)
+├── Material (3 keywords, proven converters)
 ├── Size (4 keywords)
 ├── Feature (2 keywords)
 └── Gift (2 keywords)
@@ -147,13 +147,13 @@ Sponsored Products - Bamboo Board - Exact
 
 | Theme | Broad Bid | Phrase Bid | Exact Bid | Why |
 |-------|-----------|------------|-----------|-----|
-| Material | ₱6 | ₱8 | ₱12 | Core relevance — highest conversion |
+| Material | ₱6 | ₱8 | ₱12 | Core relevance, highest conversion |
 | Size | ₱5 | ₱7 | ₱10 | Strong purchase intent |
 | Feature | ₱5 | ₱7 | ₱10 | Differentiator keywords |
 | Use Case | ₱4 | ₱6 | ₱9 | Niche but targeted |
-| Gift | ₱3 | ₱5 | ₱8 | Seasonal — lower base bid |
+| Gift | ₱3 | ₱5 | ₱8 | Seasonal, lower base bid |
 
-> 💡 **Tip**: Your "Material" keywords (the core product description) usually deserve the highest bids. Shoppers searching "bamboo cutting board" know what they want. Shoppers searching "cutting board gift" are still browsing.
+> **Tip:** Your "Material" keywords (the core product description) usually deserve the highest bids. Shoppers searching "bamboo cutting board" know what they want. Shoppers searching "cutting board gift" are still browsing.
 
 ---
 
@@ -161,8 +161,8 @@ Sponsored Products - Bamboo Board - Exact
 
 | Mistake | Why It Hurts | Fix |
 |---------|-------------|-----|
-| Too many keywords per ad group | Diluted data — can't tell which keywords work | Max 15-20 keywords per ad group |
-| Mixing match types | Cannibalization — same keyword in broad and exact competing | Separate campaigns by match type |
+| Too many keywords per ad group | Diluted data, can't tell which keywords work | Max 15-20 keywords per ad group |
+| Mixing match types | Cannibalization, same keyword in broad and exact competing | Separate campaigns by match type |
 | No theme separation | Can't optimize ad copy or bids per theme | Reorganize by theme |
 | Ignoring search term data | Grouping by instinct, not data | Let 2-4 weeks of data guide your groups |
 | Never regrouping | Campaigns get stale as search behavior changes | Review grouping quarterly |
@@ -179,10 +179,23 @@ You don't need to do this perfectly on day one. In fact, your first grouping wil
 
 **After 8 weeks:** You should have 5-8 tightly themed ad groups per product with clear performance data for each.
 
-> 📌 **Key Takeaways:**
-> - Group keywords by **theme** — every ad group should have one clear purpose
-> - Separate **match types into different campaigns** for clean budget and bid control
-> - Aim for **5-15 keywords per ad group** — more than 20 dilutes your data
-> - Write **ad copy that matches each theme** — generic copy kills conversion
-> - Start simple (3-4 groups) and **refine with data** (eventually 5-8 groups)
-> - **Review quarterly** — search behavior changes and your groups should too
+> **Key Takeaways:**
+> - Group keywords by **theme.** Every ad group should have one clear purpose.
+> - Separate **match types into different campaigns** for clean budget and bid control.
+> - Aim for **5-15 keywords per ad group.** More than 20 dilutes your data.
+> - Write **ad copy that matches each theme.** Generic copy kills conversion.
+> - Start simple (3-4 groups) and **refine with data** (eventually 5-8 groups).
+> - **Review quarterly.** Search behavior changes and your groups should too.
+
+## Quick check
+
+1. What's the quick test for whether an ad group needs to be split into two?
+2. Why run broad, phrase, and exact match keywords in separate campaigns instead of the same ad group?
+3. Per the mistakes table, what's the maximum recommended number of keywords per ad group?
+4. How many themed ad groups should a product have after about 8 weeks?
+
+**Answers:** (1) If you can't write one ad that fits every keyword in the group, split it. (2) Separate campaigns give you budget control, independent bids per match type, and clean data. Mixing them in one ad group causes cannibalization, since the same keyword in broad and exact would compete against itself. (3) 15-20 keywords. (4) 5-8 tightly themed ad groups.
+
+## What to read next
+
+That's the end of Module 2, Keyword Research. Module 3, Listing Optimization, starts next with 3.1, Listing and Ad Relevance Signals, where the keywords you've grouped meet the listing they're driving traffic to.
diff --git a/content/curriculum/modules/4-campaign-architecture/4.2-sponsored-brands-display.mdx b/content/curriculum/modules/4-campaign-architecture/4.2-sponsored-brands-display.mdx
index fdb8a80..9da103b 100755
--- a/content/curriculum/modules/4-campaign-architecture/4.2-sponsored-brands-display.mdx
+++ b/content/curriculum/modules/4-campaign-architecture/4.2-sponsored-brands-display.mdx
@@ -10,15 +10,15 @@ xpReward: 100
 
 # Sponsored Brands & Display: Beyond the Basics
 
-Sponsored Products are your workhorse — the ad type you'll use most. But Amazon offers two other powerful ad types that serve different purposes. Understanding when to use each one is what separates a good PPC manager from a great one.
+Sponsored Products are your workhorse, the ad type you'll use most. But Amazon offers two other powerful ad types that serve different purposes. Understanding when to use each one is what separates a good PPC manager from a great one.
 
-> 🎯 **Analogy**: If Sponsored Products are a salesperson standing at the front of a store, Sponsored Brands are the **billboard on the highway** (building awareness) and Sponsored Display is the **follow-up email** that brings people back after they leave.
+> **Analogy**: If Sponsored Products are a salesperson standing at the front of a store, Sponsored Brands are the **billboard on the highway** (building awareness) and Sponsored Display is the **follow-up email** that brings people back after they leave.
 
 ## Sponsored Brands (SB)
 
-Sponsored Brands let you promote your **brand** — not just a single product. These ads feature your brand logo, a custom headline, and up to three products. They appear at the top of search results and on product pages.
+Sponsored Brands let you promote your **brand**, not just a single product. These ads feature your brand logo, a custom headline, and up to three products. They appear at the top of search results and on product pages.
 
-### What Makes SB Different from SP
+### What Makes SB Different from SP (Sponsored Products)
 
 | Feature | Sponsored Products | Sponsored Brands |
 |---------|-------------------|-----------------|
@@ -30,17 +30,17 @@ Sponsored Brands let you promote your **brand** — not just a single product. T
 
 ### When to Use Sponsored Brands
 
-**Brand defense** — When someone searches your brand name, you want YOUR ad at the top, not a competitor's. SB with brand targeting protects your brand real estate.
+**Brand defense**: When someone searches your brand name, you want YOUR ad at the top, not a competitor's. SB with brand targeting protects your brand real estate.
 
-**Product line showcasing** — If you sell 5 variations of a water bottle, SB lets you show all three at once. The shopper sees your full range, not just one product.
+**Product line showcasing**: If you sell 5 variations of a water bottle, SB lets you show all three at once. The shopper sees your full range, not just one product.
 
-**New product launches** — SB can feature a new product alongside your best-sellers, borrowing their credibility.
+**New product launches**: SB can feature a new product alongside your best-sellers, borrowing their credibility.
 
-> 💡 **Tip**: SB headlines are powerful. "Free Shipping on All Orders | Premium Stainless Steel Bottles" tells a story that a plain product listing can't. Use your headline to highlight your unique value.
+> **Tip**: SB headlines are powerful. "Free Shipping on All Orders | Premium Stainless Steel Bottles" tells a story that a plain product listing can't. Use your headline to highlight your unique value.
 
 ### Sponsored Brands Video
 
-SB also supports **video ads** that auto-play in search results. Video ads have significantly higher CTR than static ads because motion catches the eye.
+SB also supports **video ads** that auto-play in search results. Video ads have significantly higher CTR (click-through rate) than static ads because motion catches the eye.
 
 Best practices for SB video:
 - Keep it under 30 seconds
@@ -50,28 +50,28 @@ Best practices for SB video:
 
 ## Sponsored Display (SD)
 
-Sponsored Display is Amazon's **retargeting and audience targeting** ad type. While SP and SB target keywords, SD targets **people** — specifically, people who have viewed your product (or similar products) but didn't buy.
+Sponsored Display is Amazon's **retargeting and audience targeting** ad type. While SP and SB target keywords, SD targets **people**, specifically, people who have viewed your product (or similar products) but didn't buy.
 
-> 🎯 **Analogy**: Sponsored Display is like a remarketing ad you see on Facebook after visiting a website. "Hey, you looked at this water bottle but didn't buy — here it is again, still available!" It brings people back.
+> **Analogy**: Sponsored Display is like a remarketing ad you see on Facebook after visiting a website. "Hey, you looked at this water bottle but didn't buy, here it is again, still available!" It brings people back.
 
 ### How SD Works
 
 SD has two targeting strategies:
 
-**Product targeting (contextual)** — Your ad appears on product pages of specific items or within specific categories. Similar to SP product targeting but with different optimization options.
+**Product targeting (contextual)**: Your ad appears on product pages of specific items or within specific categories. Similar to SP product targeting but with different optimization options.
 
-**Audience targeting (behavioral)** — Your ad appears to people who:
+**Audience targeting (behavioral)**: Your ad appears to people who:
 - Viewed your product but didn't buy (recent viewers)
 - Viewed similar products (competitor's customers)
 - Purchased products in your category (category shoppers)
 
 ### When to Use Sponsored Display
 
-**Retargeting** — The most common use. Show your ad to people who viewed your product but left without buying. These are warm leads — they're interested but need a nudge.
+**Retargeting**: The most common use. Show your ad to people who viewed your product but left without buying. These are warm leads, they're interested but need a nudge.
 
-**Competitor conquesting** — Show your ad to people viewing competitor products. "Still looking? Check out our 4.6-star option for $5 less."
+**Competitor conquesting**: Show your ad to people viewing competitor products. "Still looking? Check out our 4.6-star option for $5 less."
 
-**Cross-selling** — If you sell coffee beans, show your ad to people who just bought a coffee maker. They'll need beans soon.
+**Cross-selling**: If you sell coffee beans, show your ad to people who just bought a coffee maker. They'll need beans soon.
 
 ### SD Metrics to Watch
 
@@ -79,12 +79,12 @@ SD has different performance characteristics than SP:
 
 | Metric | SP Typical | SD Typical | Why |
 |--------|-----------|-----------|-----|
-| CTR | 0.5–2% | 0.3–1% | SD ads are more interruptive |
-| CVR | 8–15% | 5–10% | SD audiences are less intent-driven |
-| ACoS | 20–40% | 25–50% | SD is more about awareness than immediate conversion |
-| ROAS | 2.5–5x | 2–4x | SD's value includes brand recall, not just immediate sales |
+| CTR (click-through rate) | 0.5–2% | 0.3–1% | SD ads are more interruptive |
+| CVR (conversion rate) | 8–15% | 5–10% | SD audiences are less intent-driven |
+| ACoS (advertising cost of sales) | 20–40% | 25–50% | SD is more about awareness than immediate conversion |
+| ROAS (return on ad spend) | 2.5–5x | 2–4x | SD's value includes brand recall, not just immediate sales |
 
-> ⚠️ **Watch out**: Don't judge SD purely on immediate ACoS. SD's real value is bringing back shoppers who would have otherwise forgotten about your product. The "assisted conversion" value is real even if it doesn't show in the direct ACoS.
+> **Watch out**: Don't judge SD purely on immediate ACoS. SD's real value is bringing back shoppers who would have otherwise forgotten about your product. The "assisted conversion" value is real even if it doesn't show in the direct ACoS.
 
 ## When to Use Each Ad Type
 
@@ -101,12 +101,21 @@ SD has different performance characteristics than SP:
 
 The most sophisticated PPC strategies use all three ad types together as a **funnel**:
 
-1. **Top of funnel (awareness)** — SB with video or broad keywords. Cast a wide net.
-2. **Middle of funnel (consideration)** — SP with phrase/exact keywords. Capture active searchers.
-3. **Bottom of funnel (conversion)** — SP exact match on high-intent terms + SD retargeting. Close the deal.
+1. **Top of funnel (awareness)**: SB with video or broad keywords. Cast a wide net.
+2. **Middle of funnel (consideration)**: SP with phrase/exact keywords. Capture active searchers.
+3. **Bottom of funnel (conversion)**: SP exact match on high-intent terms plus SD retargeting. Close the deal.
 
-> 📌 **Key Takeaway**: Sponsored Products are for direct sales. Sponsored Brands are for brand building and showcasing your product line. Sponsored Display is for retargeting and reaching new audiences. Use all three for a complete PPC strategy — but master SP first.
+> **Key Takeaway**: Sponsored Products are for direct sales. Sponsored Brands are for brand building and showcasing your product line. Sponsored Display is for retargeting and reaching new audiences. Use all three for a complete PPC strategy, but master SP first.
 
----
+## Quick check
+
+1. Which ad type promotes your brand as a whole, with a logo, headline, and up to three products, instead of a single product listing?
+2. A shopper looked at your product last week but didn't buy. Which ad type is built to bring them back?
+3. Looking at the SD Metrics to Watch table, is SD's typical CTR higher or lower than SP's, and why?
+4. Why shouldn't you judge Sponsored Display purely on its direct ACoS?
+
+**Answers:** (1) Sponsored Brands (SB). (2) Sponsored Display (SD), through audience retargeting. (3) Lower (0.3–1% vs. 0.5–2%), because SD ads are more interruptive and shown to people who aren't actively searching. (4) SD brings back shoppers who might have otherwise forgotten your product entirely, an assisted-conversion effect that doesn't show up in the direct ACoS number.
+
+## What to read next
 
-*Next up: Campaign structure deep dive — how to organize campaigns, ad groups, and keywords for maximum control and performance.*
+Lesson 4.3 goes deeper into campaign structure: how to organize campaigns, ad groups, and keywords for maximum control and performance.
diff --git a/content/curriculum/modules/4-campaign-architecture/4.3-campaign-structure.mdx b/content/curriculum/modules/4-campaign-architecture/4.3-campaign-structure.mdx
index ace4fe6..9b265bc 100755
--- a/content/curriculum/modules/4-campaign-architecture/4.3-campaign-structure.mdx
+++ b/content/curriculum/modules/4-campaign-architecture/4.3-campaign-structure.mdx
@@ -10,9 +10,9 @@ xpReward: 100
 
 # Campaign Structure: The Filing Cabinet Method
 
-A messy campaign structure is the number one reason sellers waste money on Amazon PPC. It's not about having the "right" keywords — it's about organizing them so you can control, measure, and optimize each group independently.
+A messy campaign structure is the number one reason sellers waste money on Amazon PPC. It's not about having the "right" keywords. It's about organizing them so you can control, measure, and optimize each group independently.
 
-> 🎯 **Analogy**: Campaign structure is like organizing a filing cabinet. If every document is in one big pile, you'll never find what you need when you need it. But if you have labeled folders organized by topic, pulling up the right document takes two seconds. PPC works the same way — organized campaigns let you find and fix problems fast.
+> **Analogy**: Campaign structure is like organizing a filing cabinet. If every document is in one big pile, you'll never find what you need when you need it. But if you have labeled folders organized by topic, pulling up the right document takes two seconds. PPC works the same way. Organized campaigns let you find and fix problems fast.
 
 ## The Hierarchy
 
@@ -27,9 +27,9 @@ Account
 
 Each level serves a purpose:
 
-**Campaign** — Controls your daily budget and bidding strategy. This is your main organizational unit.
-**Ad Group** — Groups related keywords together. You can set different default bids per ad group.
-**Keywords** — The actual search terms you're targeting. Each can have its own bid.
+**Campaign**: Controls your daily budget and bidding strategy. This is your main organizational unit.
+**Ad Group**: Groups related keywords together. You can set different default bids per ad group.
+**Keywords**: The actual search terms you're targeting. Each can have its own bid.
 
 ## Why Structure Matters: A Real Example
 
@@ -62,7 +62,7 @@ Campaign: "YB-Broad-Research"
 
 Campaign: "YB-PAT-Competitors"
   Ad Group: "Competitor ASINs"
-    Keywords: (product targeting — competitor ASINs)
+    Keywords: (product targeting, competitor ASINs)
 ```
 
 Now you can:
@@ -71,7 +71,7 @@ Now you can:
 - See exactly which match type drives the most profitable traffic
 - Control daily budget per campaign type
 
-> 💡 **Tip**: A good naming convention makes your campaigns instantly recognizable. Use a system like: `[Product]-[MatchType]-[Purpose]`. Examples: `YB-Exact-Proven`, `YB-Phrase-Discovery`, `YB-Broad-Research`.
+> **Tip**: A good naming convention makes your campaigns instantly recognizable. Use a system like: `[Product]-[MatchType]-[Purpose]`. Examples: `YB-Exact-Proven`, `YB-Phrase-Discovery`, `YB-Broad-Research`.
 
 ## The Campaign Structure Template
 
@@ -80,21 +80,21 @@ For a single product, here's the structure most PPC managers use:
 ### Exact Match Campaign
 **Purpose**: Capture high-intent, proven keywords at maximum efficiency.
 - Contains only exact match keywords
-- Highest bids — these are your money-makers
+- Highest bids, these are your money-makers
 - Tight negative keyword list
 - Moderate daily budget
 
 ### Phrase Match Campaign
 **Purpose**: Discover new search terms that might convert.
 - Contains phrase match keywords
-- Medium bids — you're exploring, not gambling
+- Medium bids, you're exploring, not gambling
 - Review search term report weekly for new exact match opportunities
 - Moderate daily budget
 
 ### Broad Match Campaign
 **Purpose**: Cast a wide net to find opportunities you haven't thought of.
 - Contains broad match keywords
-- Lowest bids — you're researching, not investing heavily
+- Lowest bids, you're researching, not investing heavily
 - Aggressive negative keyword list to cut waste
 - Small daily budget
 
@@ -121,7 +121,7 @@ A consistent naming system helps you:
 | YB-PAT-Competitors | Yoga Block | Product | Competitor targeting |
 | WB-Exact-Proven | Water Bottle | Exact | High-converting keywords |
 
-> ⚠️ **Watch out**: Don't use names like "Campaign 1" or "Test Campaign." When you have 15+ campaigns, meaningless names make management a nightmare.
+> **Watch out**: Don't use names like "Campaign 1" or "Test Campaign." When you have 15+ campaigns, meaningless names make management a nightmare.
 
 ## Negative Keywords: The Unsung Hero
 
@@ -136,12 +136,21 @@ Every campaign should have negative keywords. They prevent your ads from showing
 Your exact match campaign targets "yoga block" at $1.50 bid.
 Your broad match campaign also targets "yoga block" at $0.40 bid.
 
-Without negatives, both campaigns might compete for the same "yoga block" search. The broad campaign could steal budget from the exact campaign — spending $0.40 on a click the exact campaign would have won anyway.
+Without negatives, both campaigns might compete for the same "yoga block" search. The broad campaign could steal budget from the exact campaign, spending $0.40 on a click the exact campaign would have won anyway.
 
 **Fix**: Add "yoga block" as a negative exact keyword in the broad campaign. Now the exact campaign handles "yoga block" searches, and the broad campaign focuses on other terms.
 
-> 📌 **Key Takeaway**: Good campaign structure isn't about being organized for its own sake — it's about being able to control bids, measure performance, and optimize by segment. Separate your keywords by match type and purpose, name them clearly, and use negatives to prevent overlap.
+> **Key Takeaway**: Good campaign structure isn't about being organized for its own sake. It's about being able to control bids, measure performance, and optimize by segment. Separate your keywords by match type and purpose, name them clearly, and use negatives to prevent overlap.
 
----
+## Quick check
+
+1. What are the three levels of Amazon's campaign hierarchy, from top to bottom?
+2. In the yoga block example, why does putting "yoga block" (15% conversion) and "yoga accessories" (3% conversion) in the same ad group cause problems?
+3. What's a cross-campaign negative, and why would you add "yoga block" as one inside a broad match campaign?
+4. What naming format does this lesson recommend for campaigns?
+
+**Answers:** (1) Campaign, then Ad Group, then Keywords. (2) You can't set different bids for the two keywords, so you either overpay on the broad term or underbid on the one that actually converts. (3) A negative keyword you add in one campaign to stop it from competing with a keyword you're already targeting in another campaign. Adding "yoga block" as a negative in the broad campaign stops it from stealing budget away from the exact match campaign, which should win that search anyway. (4) `[Abbreviated Product]-[Match Type]-[Purpose]`, for example `YB-Exact-Proven`.
+
+## What to read next
 
-*Next up: Putting it all together — a practice exercise where you design a complete campaign structure for a real product.*
+Lesson 4.4 puts everything together: a practice exercise where you design a complete campaign structure for a real product in the Campaign Builder tool.
diff --git a/content/curriculum/modules/4-campaign-architecture/4.4-campaign-architecture-practice.mdx b/content/curriculum/modules/4-campaign-architecture/4.4-campaign-architecture-practice.mdx
index 7cca7f7..2c7b907 100755
--- a/content/curriculum/modules/4-campaign-architecture/4.4-campaign-architecture-practice.mdx
+++ b/content/curriculum/modules/4-campaign-architecture/4.4-campaign-architecture-practice.mdx
@@ -10,11 +10,11 @@ xpReward: 100
 
 # Campaign Architecture in Practice: Build Your First Campaign
 
-You've learned about Sponsored Products, Sponsored Brands, Sponsored Display, and how to structure campaigns like a filing cabinet. Now it's time to put it all together in the **Campaign Builder tool** — where you'll design a complete campaign architecture for a real product.
+You've learned about Sponsored Products, Sponsored Brands, Sponsored Display, and how to structure campaigns like a filing cabinet. Now it's time to put it all together in the **Campaign Builder tool**, where you'll design a complete campaign architecture for a real product.
 
 ## The Scenario
 
-In the Campaign Builder, you'll work with a product from the **Kitchen Gadgets** category — a premium electric milk frother. You'll receive a brief with product details, target ACoS, and a keyword list. Your job is to build campaigns that achieve the business objectives.
+In the Campaign Builder, you'll work with a product from the **Kitchen Gadgets** category: a premium electric milk frother. You'll receive a brief with product details, target ACoS (advertising cost of sales), and a keyword list. Your job is to build campaigns that achieve the business objectives.
 
 ## What You'll Be Evaluated On
 
@@ -28,7 +28,7 @@ The Campaign Builder scores you across five criteria:
 | **Budget Allocation** | 15% | Is spend directed toward the highest-value campaigns? |
 | **Negative Keywords** | 10% | Did you add negatives to prevent wasted spend? |
 
-> 💡 **Tip**: Structure gets the most weight (30%) for a reason. A well-organized campaign with decent keywords beats a chaotic campaign with great keywords every time. Get the structure right first, then fill in keywords and bids.
+> **Tip**: Structure gets the most weight (30%) for a reason. A well-organized campaign with decent keywords beats a chaotic campaign with great keywords every time. Get the structure right first, then fill in keywords and bids.
 
 ## Pre-Practice Checklist
 
@@ -44,7 +44,7 @@ Before launching, make sure you can answer these:
 
 **Bids:**
 - Do you know the bid hierarchy? (exact > phrase > broad)
-- Can you estimate your maximum CPC for a target ACoS? (`CVR × Price × Target ACoS`)
+- Can you estimate your maximum CPC (cost per click) for a target ACoS? The formula: CVR (conversion rate) × price × target ACoS.
 
 **Budget:**
 - Can you split a total budget using the 80/20 rule?
@@ -54,7 +54,7 @@ Before launching, make sure you can answer these:
 - Can you identify obvious negative keywords for a kitchen gadget?
 - Do you know when to use negative exact vs. negative phrase?
 
-> 📌 **Key Takeaway**: If you can check every box above, you're ready. If any feel shaky, review the relevant lesson before starting. There's no rush — the tool waits for you.
+> **Key Takeaway**: If you can check every box above, you're ready. If any feel shaky, review the relevant lesson before starting. There's no rush, the tool waits for you.
 
 ## The Building Process
 
@@ -87,22 +87,31 @@ When you enter the Campaign Builder, follow this order:
 
 **Ignoring the mission brief.** The brief contains the target ACoS and product margin. Without these numbers, you can't calculate your maximum CPC or allocate budget intelligently.
 
-> ⚠️ **Watch out**: The most expensive mistake is picking keywords without checking relevance. A keyword can look perfect on paper — high volume, low competition — but if it doesn't match your product, you'll burn through budget with zero conversions.
+> **Watch out**: The most expensive mistake is picking keywords without checking relevance. A keyword can look perfect on paper, high volume, low competition, but if it doesn't match your product, you'll burn through budget with zero conversions.
 
 ## Ready to Build?
 
 You have everything you need:
 
-- ✅ You understand all six PPC metrics
-- ✅ You know how campaign structure works
-- ✅ You can set bids based on match type and confidence
-- ✅ You know how to allocate budget strategically
-- ✅ You can identify and add negative keywords
+- You understand all six PPC metrics
+- You know how campaign structure works
+- You can set bids based on match type and confidence
+- You know how to allocate budget strategically
+- You can identify and add negative keywords
 
-> 📌 **Key Takeaway**: Structure first, keywords second, bids third, negatives last. Follow that order and you'll build a campaign that scores well and performs even better.
+> **Key Takeaway**: Structure first, keywords second, bids third, negatives last. Follow that order and you'll build a campaign that scores well and performs even better.
 
-Launch the Campaign Builder when you're ready. Good luck — and remember, you can always redo it after you learn more!
+Launch the Campaign Builder when you're ready. Good luck, and remember, you can always redo it after you learn more.
 
----
+## Quick check
+
+1. Of the five scoring criteria (structure, keywords, bids, budget, negatives), which one carries the most weight, and why does it matter most?
+2. What's the recommended order of operations when building a campaign in the tool: structure, keywords, bids, negatives, budget?
+3. Why is "Coffee" a bad keyword choice for a milk frother, even with millions of searches?
+4. What two numbers from the mission brief do you need to calculate your maximum CPC?
+
+**Answers:** (1) Campaign Structure at 30%. A well-organized campaign with decent keywords beats a chaotic campaign with great keywords every time. (2) Structure first, then keywords, then bids, then negatives last, with budget reviewed throughout. (3) It's high-volume but too broad and irrelevant to the product, so it burns budget on clicks that won't convert. (4) Target ACoS and product margin, which together let you calculate maximum CPC as CVR × price × target ACoS.
+
+## What to read next
 
-*After the scenario, review your scoring breakdown to see where your architecture excelled and where it could improve. Then head to Module 5 to learn portfolio strategy at the account level, before Module 6 covers bidding in depth.*
+After the scenario, review your scoring breakdown to see where your architecture excelled and where it could improve. Then head to Module 5 to learn portfolio strategy at the account level, before Module 6 covers bidding in depth.
diff --git a/content/curriculum/modules/5-portfolio-strategy/5.1-campaign-portfolios.mdx b/content/curriculum/modules/5-portfolio-strategy/5.1-campaign-portfolios.mdx
index cff3e25..37a287b 100644
--- a/content/curriculum/modules/5-portfolio-strategy/5.1-campaign-portfolios.mdx
+++ b/content/curriculum/modules/5-portfolio-strategy/5.1-campaign-portfolios.mdx
@@ -10,9 +10,9 @@ xpReward: 100
 
 # Campaign Portfolios: Organizing for Scale
 
-When you have 5 campaigns, you can manage them one by one. When you have 50 — or 500 — you need a system. That system is **campaign portfolios**: a way to group campaigns together for shared budget management, performance analysis, and strategic control.
+When you have 5 campaigns, you can manage them one by one. When you have 50, or 500, you need a system. That system is **campaign portfolios**: a way to group campaigns together for shared budget management, performance analysis, and strategic control.
 
-> 🎯 **Analogy**: Campaign portfolios are like filing cabinet drawers. Each drawer has a clear label — "Kitchen Products," "Seasonal Campaigns," "Brand Defense" — and inside are all the related campaigns. When you need to review, report, or rebalance, you pull out the whole drawer instead of shuffling through every individual file.
+> **Analogy**: Campaign portfolios are like filing cabinet drawers. Each drawer has a clear label (for example, "Kitchen Products," "Seasonal Campaigns," or "Brand Defense") and inside are all the related campaigns. When you need to review, report, or rebalance, you pull out the whole drawer instead of shuffling through every individual file.
 
 ---
 
@@ -20,39 +20,39 @@ When you have 5 campaigns, you can manage them one by one. When you have 50 —
 
 Portfolios let you:
 
-1. **Set a spend cap across multiple campaigns** — Where eligible, a portfolio budget caps total spend for every campaign inside it, combined
-2. **View performance at a strategic level** — See how your "New Product Launches" segment is doing as a whole
-3. **Group campaigns for reporting** — Pull data for a business segment in one report
+1. **Set a spend cap across multiple campaigns**: Where eligible, a portfolio budget caps total spend for every campaign inside it, combined
+2. **View performance at a strategic level**: See how your "New Product Launches" segment is doing as a whole
+3. **Group campaigns for reporting**: Pull data for a business segment in one report
 
-Negative keywords and bid adjustments are **campaign-level controls** — a portfolio doesn't apply them for you. Each campaign inside a portfolio needs its own negatives and its own bids (see Module 2 for negative-keyword strategy and Module 6 for bidding).
+Negative keywords and bid adjustments are **campaign-level controls**. A portfolio doesn't apply them for you. Each campaign inside a portfolio needs its own negatives and its own bids (see Module 2 for negative-keyword strategy and Module 6 for bidding).
 
 ---
 
 ## The Portfolio Structure
 
-Here's a recommended portfolio structure for a scaling account:
+Here's a recommended portfolio structure for a scaling account. The example reuses the campaign-type prefixes from Module 4: SP for Sponsored Products, SB for Sponsored Brands, and SD for Sponsored Display.
 
 ```
 ACCOUNT: Your Brand
 │
-├── 📁 PORTFOLIO: Core Products (60% of budget)
+├── PORTFOLIO: Core Products (60% of budget)
 │   ├── SP - Bamboo Board - Broad
 │   ├── SP - Bamboo Board - Phrase
 │   ├── SP - Bamboo Board - Exact
 │   ├── SP - Cutting Board Set - Broad
 │   └── SP - Cutting Board Set - Phrase
 │
-├── 📁 PORTFOLIO: New Launches (20% of budget)
+├── PORTFOLIO: New Launches (20% of budget)
 │   ├── SP - New Product A - Auto
 │   ├── SP - New Product B - Auto
 │   └── SP - New Product C - Broad
 │
-├── 📁 PORTFOLIO: Brand Defense (10% of budget)
+├── PORTFOLIO: Brand Defense (10% of budget)
 │   ├── SP - Brand Name - Exact
 │   ├── SB - Brand Awareness
 │   └── SD - Brand Retargeting
 │
-└── 📁 PORTFOLIO: Seasonal & Promo (10% of budget)
+└── PORTFOLIO: Seasonal & Promo (10% of budget)
     ├── SP - Holiday Campaign
     ├── SP - Prime Day Prep
     └── SP - Clearance
@@ -62,12 +62,12 @@ ACCOUNT: Your Brand
 
 | Portfolio | Purpose | Budget Rule |
 |-----------|---------|-------------|
-| **Core Products** | Always-on profit generators | Stable budget, optimized for ACoS |
+| **Core Products** | Always-on profit generators | Stable budget, optimized for ACoS (advertising cost of sales) |
 | **New Launches** | Discovery and growth | Aggressive budget, higher ACoS tolerance |
 | **Brand Defense** | Protect brand terms from competitors | Low budget, high ROI |
 | **Seasonal** | Time-bound campaigns | Flexible, ramps up during peaks |
 
-> 🎯 **Analogy**: Your budget is a monthly salary. Core Products is your rent — fixed, non-negotiable, paid first. New Launches is your savings — you put money away for growth. Brand Defense is your insurance — small premium that protects everything else. Seasonal is your vacation fund — you save for it and spend it when the time comes.
+> **Analogy**: Your budget is a monthly salary. Core Products is your rent: fixed, non-negotiable, paid first. New Launches is your savings: you put money away for growth. Brand Defense is your insurance: small premium that protects everything else. Seasonal is your vacation fund: you save for it and spend it when the time comes.
 
 ---
 
@@ -79,23 +79,23 @@ For a ₱100,000/month budget:
 
 | Portfolio | % | Amount | Strategy |
 |-----------|---|--------|----------|
-| Core Products | 60% | ₱60,000 | Protect and optimize — these fund everything else |
-| New Launches | 20% | ₱20,000 | Invest aggressively — higher ACoS acceptable |
-| Brand Defense | 10% | ₱10,000 | Low ACoS expected — brand terms convert well |
-| Seasonal | 10% | ₱10,000 | Variable — ramps up during peak seasons |
+| Core Products | 60% | ₱60,000 | Protect and optimize, these fund everything else |
+| New Launches | 20% | ₱20,000 | Invest aggressively, higher ACoS acceptable |
+| Brand Defense | 10% | ₱10,000 | Low ACoS expected, brand terms convert well |
+| Seasonal | 10% | ₱10,000 | Variable, ramps up during peak seasons |
 
 ### How Portfolio Budgeting Works in Practice
 
 Portfolio budget means campaigns inside share a pool:
 
 ```
-Portfolio: Core Products — Daily Budget: ₱2,000
+Portfolio: Core Products. Daily Budget: ₱2,000
 
 Campaign A (Bamboo Board Broad):  spends ₱800
 Campaign B (Bamboo Board Phrase): spends ₱700
 Campaign C (Bamboo Board Exact):  spends ₱400
 ─────────────────────────────────────────
-Total spent: ₱1,900 — Remaining: ₱100
+Total spent: ₱1,900. Remaining: ₱100
 
 If Campaign A is performing well, it can spend up to that remaining ₱100
 before the portfolio's ₱2,000 ceiling stops the group. It cannot spend
@@ -105,9 +105,9 @@ whatever Campaign A's own individual daily budget might otherwise allow.
 
 **Without a portfolio budget:** Each campaign has its own hard daily cap. If one is on fire, it hits its own ceiling regardless of what the others are spending.
 
-**With a portfolio budget (where eligible):** The portfolio caps total spend across all campaigns inside it for the period. This is a ceiling on the group, not a guarantee that a winning campaign automatically pulls budget from a slower one in real time — confirm exactly how your account's portfolio budget behaves before you plan around it.
+**With a portfolio budget (where eligible):** The portfolio caps total spend across all campaigns inside it for the period. This is a ceiling on the group, not a guarantee that a winning campaign automatically pulls budget from a slower one in real time. Confirm exactly how your account's portfolio budget behaves before you plan around it.
 
-> 💡 **Tip**: Set portfolio budgets 10-20% higher than your expected combined daily spend. This gives the group room to flex on good days without the whole portfolio hitting its cap and pausing.
+> **Tip**: Set portfolio budgets 10-20% higher than your expected combined daily spend. This gives the group room to flex on good days without the whole portfolio hitting its cap and pausing.
 
 ---
 
@@ -122,10 +122,10 @@ PORTFOLIO: Core Products
 ├── SP - Bamboo Board - Phrase
 │   └── Negatives: free, cheap, used, how to, replacement parts
 └── SP - Bamboo Board - Exact
-    └── Negatives: (usually fewer needed — exact match is already narrow)
+    └── Negatives: (usually fewer needed, exact match is already narrow)
 ```
 
-New campaign for a new product? Drop it in the portfolio for shared budget and reporting, but still build its negative list from scratch (or copy one over) — the portfolio won't do it for you.
+New campaign for a new product? Drop it in the portfolio for shared budget and reporting, but still build its negative list from scratch (or copy one over). The portfolio won't do it for you.
 
 ---
 
@@ -133,14 +133,14 @@ New campaign for a new product? Drop it in the portfolio for shared budget and r
 
 | Scenario | Use Portfolio? | Why |
 |----------|---------------|-----|
-| 1-5 campaigns for 1 product | ❌ No | Not enough campaigns to justify grouping |
-| 10+ campaigns across 3 products | ✅ Yes | Need shared budgets and consolidated reporting |
-| Seasonal or time-bound campaigns | ✅ Yes | Want to allocate a fixed budget to the whole effort |
-| Testing a new strategy | ✅ Yes | Keep experimental campaigns in their own portfolio |
-| Agency managing client accounts | ✅ Yes | Portfolios make reporting cleaner |
-| Single campaign per product | ❌ No | Portfolio adds complexity without benefit |
+| 1-5 campaigns for 1 product | No | Not enough campaigns to justify grouping |
+| 10+ campaigns across 3 products | Yes | Need shared budgets and consolidated reporting |
+| Seasonal or time-bound campaigns | Yes | Want to allocate a fixed budget to the whole effort |
+| Testing a new strategy | Yes | Keep experimental campaigns in their own portfolio |
+| Agency managing client accounts | Yes | Portfolios make reporting cleaner |
+| Single campaign per product | No | Portfolio adds complexity without benefit |
 
-> 🎯 **Analogy**: Portfolios are for when you have so many balls in the air that you need buckets to organize them. One ball? Just hold it. Ten balls? Get buckets. Fifty balls? Get a color-coded bucket system with labels.
+> **Analogy**: Portfolios are for when you have so many balls in the air that you need buckets to organize them. One ball? Just hold it. Ten balls? Get buckets. Fifty balls? Get a color-coded bucket system with labels.
 
 ---
 
@@ -161,13 +161,14 @@ SEASONAL - Q4 2026 - Holiday Push
 TEST - Bamboo Board - Image A/B
 ```
 
-> 💡 **Tip**: Use emoji in portfolio names to make them visually scannable:
-> - 🟢 Core (always green = always on)
-> - 🚀 Launch (new campaigns)
-> - 🛡️ Brand (defense)
-> - 📅 Seasonal (calendar-based)
-> - 🧪 Test (experimental)
-> This makes a 50-portfolio account instantly navigable.
+> **Tip**: Use a short prefix tag to make portfolio names instantly scannable, the same way you'd label folders in a filing cabinet:
+> - `[Core]`: always-on campaigns
+> - `[Launch]`: new campaigns
+> - `[Brand]`: brand defense
+> - `[Seasonal]`: calendar-based campaigns
+> - `[Test]`: experimental campaigns
+>
+> Add the tag to the front of the name, for example `[Core] Kitchen Products - Always On`. A text prefix sorts and filters cleanly in every report and export, which isn't guaranteed for icons or symbols. That's what makes a 50-portfolio account instantly scannable.
 
 ---
 
@@ -177,25 +178,25 @@ TEST - Bamboo Board - Image A/B
 |---------|-------------|-----|
 | **Too many portfolios** | Spreads budget too thin | Group by strategy, keep 4-6 max per account |
 | **Mixing match types** | Blurs performance data | Keep separate portfolios for different match types if budgets differ |
-| **Assuming negatives carry across the portfolio** | Irrelevant traffic slips through new campaigns | Copy your negative list into every new campaign — portfolios don't apply negatives for you |
+| **Assuming negatives carry across the portfolio** | Irrelevant traffic slips through new campaigns | Copy your negative list into every new campaign, portfolios don't apply negatives for you |
 | **Static budget allocation** | Misses opportunities | Review allocation monthly, shift budget to winning portfolios |
 | **Skipping seasonal portfolio** | Reactive instead of proactive | Pre-budget for known seasonal events |
 | **Not using portfolio reports** | Flying blind | Run portfolio-level performance reports weekly |
 
-> 📌 **Key Takeaways:**
-> - Portfolios **group campaigns for shared budgeting (where eligible) and reporting** — useful at 10+ campaigns
+> **Key Takeaways:**
+> - Portfolios **group campaigns for shared budgeting (where eligible) and reporting**, useful at 10+ campaigns
 > - Use the **60/20/10/10 allocation** as a starting point: Core / Launches / Brand / Seasonal
-> - **Portfolio budgets cap total spend for the group** — confirm your account's exact flex behavior before planning around it
-> - **Negative keywords and bid adjustments are campaign-level, not portfolio-level** — each campaign in the group needs its own
-> - Keep **4-6 portfolios max** — more than that and you lose the benefit of consolidation
-> - **Review allocation monthly** — shift budget from low-performers to high-performers
+> - **Portfolio budgets cap total spend for the group**: confirm your account's exact flex behavior before planning around it
+> - **Negative keywords and bid adjustments are campaign-level, not portfolio-level**: each campaign in the group needs its own
+> - Keep **4-6 portfolios max**: more than that and you lose the benefit of consolidation
+> - **Review allocation monthly**: shift budget from low-performers to high-performers
 
 ---
 
 ## Amazon Ads Fact Card
 
 ```text
-Product or feature: Campaign portfolios — budget and reporting grouping
+Product or feature: Campaign portfolios, budget and reporting grouping
 What the learner can do: Group campaigns for shared reporting; where eligible, cap combined spend with a portfolio budget
 Who can access it: Sponsored Products advertisers (eligibility for portfolio budgets varies by account)
 Retailer or marketplace scope: Amazon Advertising Console, US marketplace (verify for other marketplaces)
@@ -204,3 +205,16 @@ Last verified: [content owner to fill in at rewrite time]
 Next review due: [content owner to fill in at rewrite time]
 Owner: [content owner]
 ```
+
+## Quick check
+
+1. At what rough campaign count does this lesson recommend switching from managing campaigns individually to grouping them into portfolios?
+2. Using the 60/20/10/10 rule on a ₱100,000/month budget, how much goes to New Launches?
+3. A portfolio has a ₱2,000 daily budget. Three campaigns inside it have already spent ₱1,900 combined. How much headroom is left for a fourth campaign to spend before the portfolio ceiling stops the group?
+4. Do negative keywords apply across every campaign in a portfolio automatically, or does each campaign need its own?
+
+**Answers:** (1) Around 10+ campaigns, when managing them one by one stops being practical. (2) ₱20,000 (20% of ₱100,000). (3) ₱100 (₱2,000 minus ₱1,900 already spent). (4) Each campaign needs its own. Portfolios don't carry a shared negative list.
+
+## What to read next
+
+Lesson 5.2 covers budget pacing: how to keep that daily spend distributed sensibly across the day, week, and month instead of blowing through it by noon.
diff --git a/content/curriculum/modules/6-bidding-lab/6.1-bid-strategies.mdx b/content/curriculum/modules/6-bidding-lab/6.1-bid-strategies.mdx
index db61b74..5a39131 100755
--- a/content/curriculum/modules/6-bidding-lab/6.1-bid-strategies.mdx
+++ b/content/curriculum/modules/6-bidding-lab/6.1-bid-strategies.mdx
@@ -40,22 +40,22 @@ The actionable version: set a defensible maximum bid based on your maximum-CPC m
 - Broad match discovery campaigns with intentionally low bids
 
 **The upside**:
-- Maximum cost predictability — you never pay more than your set bid
+- Maximum cost predictability: you never pay more than your set bid
 - Easy to model profitability: bid $1.00, CVR 10%, cost per order ~$10
 - Simple to explain to clients or stakeholders
 
 **The downside**:
 - You'll lose auctions you could have won with a small increase
 - You miss top-of-search placements that often drive the best conversions
-- No automatic optimization — you must adjust bids manually
+- No automatic optimization: you must adjust bids manually
 
-> 🎯 **Analogy**: Fixed Bids is like ordering a flat-rate airport shuttle. You know exactly what you'll pay. But if a luxury car offers a better ride for $2 more, you're stuck with the shuttle because you set a fixed budget.
+> **Analogy**: Fixed Bids is like ordering a flat-rate airport shuttle. You know exactly what you'll pay. But if a luxury car offers a better ride for $2 more, you're stuck with the shuttle because you set a fixed budget.
 
 **Rule of thumb**: Use Fixed Bids when learning, when margins are razor-thin, or when you want maximum control.
 
-## Strategy 2: Dynamic Bids — Up and Down (The Surge Pricing)
+## Strategy 2: Dynamic Bids, Up and Down (The Surge Pricing)
 
-**What it does**: Amazon adjusts your bid both up AND down based on conversion likelihood. If a click looks highly likely to convert, Amazon may increase your bid — up to 100% for standard placements, up to 900% at top-of-search with placement adjustments. If the click looks unlikely to convert, Amazon reduces your bid.
+**What it does**: Amazon adjusts your bid both up AND down based on conversion likelihood. If a click looks highly likely to convert, Amazon may increase your bid, up to 100% for standard placements, up to 900% at top-of-search with placement adjustments. If the click looks unlikely to convert, Amazon reduces your bid.
 
 **When to use it**:
 - You have conversion data (2+ weeks of history)
@@ -70,16 +70,16 @@ The actionable version: set a defensible maximum bid based on your maximum-CPC m
 - Automatic bid reduction on low-conversion opportunities saves budget
 
 **The downside**:
-- Your actual CPC can exceed your set bid — sometimes significantly
+- Your actual CPC can exceed your set bid, sometimes significantly
 - Harder to predict costs day-to-day
 - If your listing is weak, Amazon might not have enough signal to optimize
 - Risk of overspending during learning periods
 
-> ⚠️ **The placement multiplier trap**: When using Dynamic Up and Down with a top-of-search adjustment (e.g., +50%), your effective bid at top-of-search can be: `Base Bid × Dynamic Increase × Placement Adjustment`. A $1.00 bid with 100% dynamic increase and 50% placement adjustment = $3.00 at top-of-search. This catches many advertisers off guard.
+> **The placement multiplier trap**: When using Dynamic Up and Down with a top-of-search adjustment (e.g., +50%), your effective bid at top-of-search can be: `Base Bid × Dynamic Increase × Placement Adjustment`. A $1.00 bid with 100% dynamic increase and 50% placement adjustment = $3.00 at top-of-search. This catches many advertisers off guard.
 
 **Quick check**: Before enabling Dynamic Up and Down, ask yourself: "Am I comfortable with my actual CPC potentially being 2–3x my set bid?" If no, start with Dynamic Down Only.
 
-## Strategy 3: Dynamic Bids — Down Only (The Smart Discount Taxi)
+## Strategy 3: Dynamic Bids, Down Only (The Smart Discount Taxi)
 
 **What it does**: Amazon can decrease your bid when it predicts a click won't convert, but it will **never** increase your bid above your set amount. Think of it as Fixed Bids with a safety net.
 
@@ -90,16 +90,16 @@ The actionable version: set a defensible maximum bid based on your maximum-CPC m
 - You've had bad experiences with Dynamic Up and Down overspending
 
 **The upside**:
-- You'll never pay more than your set bid — guaranteed
+- You'll never pay more than your set bid, guaranteed
 - Amazon reduces bids on low-conversion opportunities, saving budget
 - Good middle ground between Fixed and Dynamic Up/Down
 
 **The downside**:
 - You lose auctions you could have won with a small dynamic increase
 - Less aggressive at winning premium placements
-- The optimization is less impactful than "up and down" — you save on bad clicks but don't capture more good ones
+- The optimization is less impactful than "up and down": you save on bad clicks but don't capture more good ones
 
-> 🎯 **Analogy**: Dynamic Down Only is like a taxi driver who never charges surge prices, but might give you a discount during slow hours. You'll never pay more than the meter says, but you might pay less.
+> **Analogy**: Dynamic Down Only is like a taxi driver who never charges surge prices, but might give you a discount during slow hours. You'll never pay more than the meter says, but you might pay less.
 
 ## What Would YOU Do?
 
@@ -111,7 +111,7 @@ Before looking at the framework below, think about these scenarios yourself:
 
 **Scenario 3**: Your product has a razor-thin 15% margin. ACoS is at 14%. Every penny of CPC increase pushes you into the red. What strategy do you pick?
 
-> 💡 **Answers**: Scenario 1: Fixed or Down Only (no data = conservative). Scenario 2: Dynamic Up and Down (you have data, profitable, ready to scale). Scenario 3: Down Only or Fixed (can't afford CPC above ceiling).
+> **Answers**: Scenario 1: Fixed or Down Only (no data = conservative). Scenario 2: Dynamic Up and Down (you have data, profitable, ready to scale). Scenario 3: Down Only or Fixed (can't afford CPC above ceiling).
 
 ## The Decision Framework
 
@@ -135,24 +135,29 @@ Your strategy directly impacts your ACoS:
 
 **Dynamic Up and Down** → ACoS can go either way. More sales (good) but higher average CPC. If additional sales come from high-converting placements, ACoS improves. If from marginal placements, ACoS worsens.
 
-> 💡 **Tip**: Start with Fixed Bids for 2 weeks to gather baseline data. Switch to Dynamic Down Only for 2 more weeks to let Amazon reduce waste. Graduate to Dynamic Up and Down once you have at least a month of conversion history.
+> **Tip**: Start with Fixed Bids for 2 weeks to gather baseline data. Switch to Dynamic Down Only for 2 more weeks to let Amazon reduce waste. Graduate to Dynamic Up and Down once you have at least a month of conversion history.
 
-## Quick Self-Check
+## Key Takeaways
+
+- Your bid is a ceiling, not a price. You usually pay less than your bid, but the exact mechanics aren't public and shouldn't be taught as a fixed formula
+- Fixed Bids offer predictability but limit auction competitiveness
+- Dynamic Up and Down lets Amazon optimize for conversions but can increase CPC
+- Dynamic Down Only is the safe middle ground: savings without cost risk
+- Match your strategy to your data maturity: less data = more conservative
+- Always calculate your maximum CPC for the target ACoS before choosing a strategy, then monitor realized CPC against it
+
+## Quick check
 
 1. Which strategy guarantees you never pay more than your set bid?
 2. Which strategy can potentially charge you up to 100% above your set bid?
 3. You have a new campaign with zero data. Which two strategies are safest?
+4. Your product has a razor-thin 15% margin and a 14% ACoS. Which strategy fits best?
 
-> 💡 **Answers**: Dynamic Down Only guarantees your bid ceiling. Dynamic Up and Down can increase your bid up to 100%. Fixed Bids or Dynamic Down Only are safest for new campaigns.
+**Answers:** (1) Dynamic Down Only guarantees your bid ceiling. (2) Dynamic Up and Down can increase your bid up to 100% at standard placements. (3) Fixed Bids or Dynamic Down Only are safest for new campaigns. (4) Down Only or Fixed, since you can't afford CPC above your ceiling.
 
-## Key Takeaways
+## What to read next
 
-- Your bid is a ceiling, not a price — you usually pay less than your bid, but the exact mechanics aren't public and shouldn't be taught as a fixed formula
-- Fixed Bids offer predictability but limit auction competitiveness
-- Dynamic Up and Down lets Amazon optimize for conversions but can increase CPC
-- Dynamic Down Only is the safe middle ground — savings without cost risk
-- Match your strategy to your data maturity: less data = more conservative
-- Always calculate your maximum CPC for the target ACoS before choosing a strategy, then monitor realized CPC against it
+Next up is 6.2, Placement Adjustments: how to pay extra for the best real estate on Amazon's search results page, and how those adjustments interact with the bid strategy you just learned.
 
 ---
 
@@ -162,13 +167,9 @@ Your strategy directly impacts your ACoS:
 Product or feature: Sponsored Products auction and bid strategies
 What the learner can do: Set a maximum bid and choose a bid strategy (Fixed, Dynamic Down Only, Dynamic Up and Down); actual CPC is usually at or below the bid
 Who can access it: All Sponsored Products advertisers
-Retailer or marketplace scope: Amazon Advertising Console — exact auction mechanics are not publicly documented and are not identical across marketplaces
+Retailer or marketplace scope: Amazon Advertising Console. Exact auction mechanics are not publicly documented and are not identical across marketplaces
 Official source URL: https://advertising.amazon.com/help/GCU2BUWJH2W3A8Z7
 Last verified: [content owner to fill in at rewrite time]
 Next review due: [content owner to fill in at rewrite time]
 Owner: [content owner]
 ```
-
----
-
-*Next up: Placement Adjustments — how to pay extra for the best real estate on Amazon's search results page, and how they interact with your bid strategy.*
diff --git a/content/curriculum/modules/6-bidding-lab/6.2-placement-adjustments.mdx b/content/curriculum/modules/6-bidding-lab/6.2-placement-adjustments.mdx
index 3b99b24..bb98c06 100755
--- a/content/curriculum/modules/6-bidding-lab/6.2-placement-adjustments.mdx
+++ b/content/curriculum/modules/6-bidding-lab/6.2-placement-adjustments.mdx
@@ -10,23 +10,23 @@ xpReward: 100
 
 # Placement Adjustments: Paying for the Front Row
 
-Not all ad spots on Amazon are equal. The top of page 1 is prime real estate — shoppers see it first, click more, and buy more. Product detail pages are a different game entirely. Placement adjustments let you bid more aggressively for the spots that work best for your products.
+Not all ad spots on Amazon are equal. The top of page 1 is prime real estate: shoppers see it first, click more, and buy more. Product detail pages are a different game entirely. Placement adjustments let you bid more aggressively for the spots that work best for your products.
 
 But here's the catch: these adjustments stack with your bid strategy, creating multiplicative effects that can blow through your budget if you're not careful.
 
-> 🎯 **Analogy**: Placement adjustments are like paying extra for front-row seats at a concert. The view is amazing, the energy is electric — but the ticket costs 3x more than nosebleed seats. You need to decide: is the premium view worth the premium price? And can you afford it?
+> **Analogy**: Placement adjustments are like paying extra for front-row seats at a concert. The view is amazing, the energy is electric, but the ticket costs 3x more than nosebleed seats. You need to decide: is the premium view worth the premium price? And can you afford it?
 
 ## The Three Placement Options
 
 Amazon lets you set adjustments for three placement categories:
 
-**Top of Search (First Page)** — The premium spot. Your ad appears at the very top of search results, before any organic listings. Highest CTR, highest CVR, highest cost.
+**Top of Search (First Page)**: The premium spot. Your ad appears at the very top of search results, before any organic listings. Highest CTR (click-through rate), highest CVR (conversion rate), highest cost.
 
-**Product Pages** — Your ad appears on other products' detail pages in the "Sponsored products related to this item" section. Lower CTR than top-of-search, but CVR can be solid when you're on complementary products.
+**Product Pages**: Your ad appears on other products' detail pages in the "Sponsored products related to this item" section. Lower CTR than top-of-search, but CVR can be solid when you're on complementary products.
 
-**Rest of Search** — Everything else — middle and bottom of pages, page 2+. No adjustment available. This is the default placement.
+**Rest of Search**: Everything else, middle and bottom of pages, page 2+. No adjustment available. This is the default placement.
 
-> 💡 **Tip**: You can't set negative adjustments — there's no way to pay less for a placement. Adjustments only go up. If you don't set one, your base bid applies everywhere.
+> **Tip**: You can't set negative adjustments. There's no way to pay less for a placement. Adjustments only go up. If you don't set one, your base bid applies everywhere.
 
 ## How Adjustments Actually Work
 
@@ -41,11 +41,11 @@ A placement adjustment is a **percentage increase** on top of your base bid. It
 
 The adjustment is always additive. You can set it from 0% to 900% for top-of-search and product pages.
 
-> 📌 **Key Takeaway**: Placement adjustments make your bid MORE expensive for specific spots. They don't make other spots cheaper — they only make targeted spots pricier.
+> **Key Takeaway**: Placement adjustments make your bid MORE expensive for specific spots. They don't make other spots cheaper. They only make targeted spots pricier.
 
 ## The Multiplier Trap (Read This Twice)
 
-Placement adjustments become dangerous when combined with Dynamic Bids — Up and Down. The effective bid multiplies:
+Placement adjustments become dangerous when combined with Dynamic Bids, Up and Down. The effective bid multiplies:
 
 **Effective Bid = Base Bid × (1 + Dynamic Adjustment) × (1 + Placement Adjustment)**
 
@@ -57,7 +57,7 @@ Placement adjustments become dangerous when combined with Dynamic Bids — Up an
 
 That's a 20x multiplier. One click could cost $20 when you expected $1.00.
 
-> ⚠️ **Watch out**: This isn't theoretical — it happens regularly to advertisers who don't check the math. Always calculate your maximum possible CPC before setting placement adjustments.
+> **Watch out**: This isn't theoretical. It happens regularly to advertisers who don't check the math. Always calculate your maximum possible CPC (cost per click) before setting placement adjustments.
 
 **Safer scenario:**
 - Base bid: $0.75
@@ -69,7 +69,7 @@ Still nearly 2x your base bid. Calculate before you set.
 
 ## Try This: Calculate Your Maximum CPC
 
-Your product sells for $35, converts at 12%, and you want 25% ACoS. You plan to use Dynamic Down Only with a +50% top-of-search adjustment.
+Your product sells for $35, converts at 12%, and you want a 25% ACoS (advertising cost of sales). You plan to use Dynamic Down Only with a +50% top-of-search adjustment.
 
 **Step 1**: Calculate your maximum CPC for that 25% target ACoS.
 `$35 × 0.12 × 0.25 = $1.05`
@@ -92,7 +92,7 @@ If your base bid exceeds $0.54, your top-of-search CPC could push above the 25%
 
 **Step 4: Monitor ACoS by placement.** Winning top-of-search at a high CPC doesn't help if the resulting ACoS exceeds your target.
 
-> 💡 **Tip**: Some products perform better on product detail pages than top-of-search. Always check your data before assuming top-of-search is best.
+> **Tip**: Some products perform better on product detail pages than top-of-search. Always check your data before assuming top-of-search is best.
 
 ## The Budget Tradeoff
 
@@ -103,27 +103,27 @@ When you add a top-of-search adjustment, you're telling Amazon "I'll pay more fo
 - Base bid: $1.00, no adjustment → ~50 clicks (mix of placements)
 - Base bid: $1.00, +100% top-of-search → ~25 clicks (mostly top-of-search at ~$2.00 each)
 
-You've halved your traffic. This makes sense only if top-of-search converts at 2x+ the rate of other placements — which it often does, but you need to verify with your own data.
+You've halved your traffic. This makes sense only if top-of-search converts at 2x+ the rate of other placements, which it often does, but you need to verify with your own data.
 
-> 📌 **Key Takeaway**: Higher placement adjustments = fewer clicks but higher quality clicks. The tradeoff is worth it when your data proves it. Never assume — always measure.
-
-## Quick Self-Check
-
-1. You set a +75% top-of-search adjustment. Your base bid is $1.20. What's your maximum CPC at top-of-search?
-2. You're using Dynamic Up and Down (+50% typical increase) with a +100% top-of-search adjustment on a $0.80 bid. What's the maximum effective CPC?
-3. Should you set placement adjustments on a brand new campaign with zero data?
-
-> 💡 **Answers**: Max CPC = $1.20 × 1.75 = $2.10. Max effective CPC = $0.80 × 1.5 × 2.0 = $2.40. No — always run 2+ weeks at 0% first.
+> **Key Takeaway**: Higher placement adjustments = fewer clicks but higher quality clicks. The tradeoff is worth it when your data proves it. Never assume. Always measure.
 
 ## Key Takeaways
 
-- Top-of-search is the most valuable placement — 2–3x higher CTR and CVR
+- Top-of-search is the most valuable placement: 2–3x higher CTR and CVR
 - Placement adjustments are percentage increases that only raise bids for specific spots
 - Combined with Dynamic Up and Down, adjustments create multiplicative effects (up to 20x)
 - Always calculate your maximum possible CPC before setting adjustments
 - Start conservative (+10–25%), gather data, then increase
 - Monitor ACoS by placement, not just position
 
----
+## Quick check
+
+1. You set a +75% top-of-search adjustment. Your base bid is $1.20. What's your maximum CPC at top-of-search?
+2. You're using Dynamic Up and Down (+50% typical increase) with a +100% top-of-search adjustment on a $0.80 bid. What's the maximum effective CPC?
+3. Should you set placement adjustments on a brand new campaign with zero data?
+
+**Answers:** (1) Max CPC = $1.20 × 1.75 = $2.10. (2) Max effective CPC = $0.80 × 1.5 × 2.0 = $2.40. (3) No, always run 2+ weeks at 0% first.
+
+## What to read next
 
-*Next up: Bid Elevator Prep — everything you need to know before jumping into the bidding tool.*
+Next up is 6.3, Bid Elevator Prep: everything you need to know before jumping into the Bid Elevator tool.
diff --git a/content/curriculum/modules/6-bidding-lab/6.3-bid-elevator-prep.mdx b/content/curriculum/modules/6-bidding-lab/6.3-bid-elevator-prep.mdx
index 21235d6..ccc731a 100755
--- a/content/curriculum/modules/6-bidding-lab/6.3-bid-elevator-prep.mdx
+++ b/content/curriculum/modules/6-bidding-lab/6.3-bid-elevator-prep.mdx
@@ -10,23 +10,23 @@ xpReward: 100
 
 # Bid Elevator Prep: Ready to Bid
 
-You've learned about bid strategies and placement adjustments. Now it's time to put that knowledge into action. The **Bid Elevator** tool will test your ability to make smart bidding decisions under realistic conditions — one scenario at a time, each with different products, margins, and market dynamics.
+You've learned about bid strategies and placement adjustments. Now it's time to put that knowledge into action. The **Bid Elevator** tool will test your ability to make smart bidding decisions under realistic conditions, one scenario at a time, each with different products, margins, and market dynamics.
 
 ## What the Bid Elevator Tests
 
 The tool evaluates you across three dimensions:
 
-**Accuracy** — How close are your bids to the optimal number? You don't need to hit it exactly. The scoring engine gives partial credit based on proximity. A bid that's 10% off scores much higher than one that's 50% off.
+**Accuracy**: How close are your bids to the optimal number? You don't need to hit it exactly. The scoring engine gives partial credit based on proximity. A bid that's 10% off scores much higher than one that's 50% off.
 
-**Reasoning consistency** — Do your bids match the scenario's constraints? If margins are tight and the target ACoS is 15%, your bids should be lower than a scenario with 40% margins and 25% ACoS.
+**Reasoning consistency**: Do your bids match the scenario's constraints? If margins are tight and the target ACoS (advertising cost of sales) is 15%, your bids should be lower than a scenario with 40% margins and 25% ACoS.
 
-**Strategic awareness** — Do you adjust based on competitive signals? If a scenario mentions aggressive competition, you need to decide whether to compete or pivot.
+**Strategic awareness**: Do you adjust based on competitive signals? If a scenario mentions aggressive competition, you need to decide whether to compete or pivot.
 
-> 💡 **Tip**: The scoring engine isn't looking for one "right" number. It's looking for a bid that reflects good judgment — a number you could defend to a client.
+> **Tip**: The scoring engine isn't looking for one "right" number. It's looking for a bid that reflects good judgment: a number you could defend to a client.
 
 ## The Core Bidding Formula
 
-Every bid you place should trace back to this:
+Every bid you place should trace back to this, where CPC is cost per click and CVR is conversion rate:
 
 **Max CPC = Price × CVR × Target ACoS**
 
@@ -39,12 +39,12 @@ Max CPC = $29.99 × 0.12 × 0.25 = **$0.90**
 
 You should never bid above $0.90 for this product if your ACoS target is 25%. Any CPC above this pushes ACoS above target.
 
-> 📌 **Key Takeaway**: This formula is your hard ceiling. Your actual bid should be at or below it — adjusted for competition, placement strategy, and keyword confidence.
+> **Key Takeaway**: This formula is your hard ceiling. Your actual bid should be at or below it, adjusted for competition, placement strategy, and keyword confidence.
 
 **But should you bid exactly $0.90?** Not necessarily. Your actual bid should factor in:
-- **Market CPC** — If the market average is $0.50, there's no reason to bid $0.90
-- **Placement strategy** — If you want top-of-search, you may need to bid closer to your ceiling
-- **Confidence level** — New keywords with uncertain CVR deserve lower bids than proven performers
+- **Market CPC**: If the market average is $0.50, there's no reason to bid $0.90
+- **Placement strategy**: If you want top-of-search, you may need to bid closer to your ceiling
+- **Confidence level**: New keywords with uncertain CVR deserve lower bids than proven performers
 
 ## Reading the Scenario Brief
 
@@ -65,7 +65,7 @@ Each scenario gives you critical information. Extract these variables before you
 - Is the keyword brand, product-specific, or category-level?
 - Any seasonal or competitive dynamics?
 
-> 💡 **Tip**: Don't rush past the scenario brief. Read every line. The brief contains the numbers you need for the formula — skip it and you're guessing.
+> **Tip**: Don't rush past the scenario brief. Read every line. The brief contains the numbers you need for the formula. Skip it and you're guessing.
 
 ## The Bidding Decision Tree
 
@@ -87,7 +87,7 @@ For each scenario, follow this flow:
 - **Profit mode** → Bid at or below calculated max CPC
 - **Defense mode** → Bid aggressively on own brand terms regardless of ACoS
 
-> ⚠️ **Watch out**: If the market CPC is above your max CPC, you can't profitably bid on that keyword at your target ACoS. Your options are: accept a higher ACoS, improve your CVR through listing optimization, or walk away and find less competitive terms.
+> **Watch out**: If the market CPC is above your max CPC, you can't profitably bid on that keyword at your target ACoS. Your options are: accept a higher ACoS, improve your CVR through listing optimization, or walk away and find less competitive terms.
 
 ## Common Bidding Mistakes
 
@@ -116,21 +116,30 @@ Before opening the tool, try this:
 - Improve CVR to 12% → Max CPC = $1.20 at 20% ACoS
 - Walk away and focus on less expensive terms
 
-> 📌 **Key Takeaway**: The Bid Elevator isn't just about "what number do I type?" It's about "should I even be bidding here?" Good bidding is as much about walking away as it is about choosing a number.
+> **Key Takeaway**: The Bid Elevator isn't just about "what number do I type?" It's about "should I even be bidding here?" Good bidding is as much about walking away as it is about choosing a number.
 
 ## Ready to Elevate
 
 You've got everything you need:
 
-- ✅ You know how to calculate max CPC from product economics
-- ✅ You understand how bid strategies and placement adjustments affect your effective bid
-- ✅ You know when to bid aggressively and when to walk away
-- ✅ You can read a scenario brief and extract the variables that matter
+- You know how to calculate max CPC from product economics
+- You understand how bid strategies and placement adjustments affect your effective bid
+- You know when to bid aggressively and when to walk away
+- You can read a scenario brief and extract the variables that matter
 
-> 📌 **Key Takeaway**: Approach each scenario fresh, do the math, and bid with purpose. There's no penalty for redoing a scenario — use it to build your instincts.
+> **Key Takeaway**: Approach each scenario fresh, do the math, and bid with purpose. There's no penalty for redoing a scenario. Use it to build your instincts.
 
 Launch the Bid Elevator when you're ready. Good luck!
 
----
+## Quick check
+
+1. A product sells for $29.99, converts at 12%, and the target ACoS is 25%. What's the max CPC?
+2. Market CPC for a keyword is $1.20–$2.50 and your max CPC is $0.80. Should you bid on it at your current target?
+3. A new keyword has uncertain CVR. Should you bid near your max CPC or below it?
+4. Your scenario is in "launch mode." How does that change your bid versus "profit mode"?
+
+**Answers:** (1) Max CPC = $29.99 × 0.12 × 0.25 = $0.90. (2) No, market CPC is above your max CPC, so bidding there at that target isn't profitable; accept a higher ACoS, improve CVR, or walk away. (3) Below it. Uncertain CVR deserves a lower, more conservative bid until you have data. (4) Launch mode bids 20 to 30% above normal to accelerate visibility; profit mode bids at or below the calculated max CPC.
+
+## What to read next
 
-*After the scenario, review your scoring breakdown to see where your bidding instincts are strong and where they need work. Then head to Module 7 to master search term analysis.*
+After the scenario, review your scoring breakdown to see where your bidding instincts are strong and where they need work. Then head to Module 7, Search Term Triage, to learn how to read search term data.

From 4e68925cce6441d132d92e4b8bdd5e03cf7ce9fd Mon Sep 17 00:00:00 2001
From: Claude <noreply@anthropic.com>
Date: Fri, 17 Jul 2026 03:07:22 +0000
Subject: [PATCH 4/6] content: complete voice-guide cleanup and address
 CodeRabbit findings

Finishes the em-dash/emoji removal, per-file acronym definitions, and
Quick check + What to read next sections across the remaining module 3,
5.2, 5.3, 7, and 8 files (modules 2, 4, 6, and 5.1 landed in the prior
commit).

Also fixes real issues CodeRabbit's live-research review surfaced on
top of the already-committed batch:
- 2.1: resolved a contradictory phrase-match example, renamed a
  "Retargeting" bullet that collided with Module 4's actual retargeting
  definition.
- 2.2: replaced a fabricated exact Brand Analytics search-volume figure
  with the real Search Frequency Rank mechanic (Amazon doesn't expose
  raw counts), and stopped implying Sponsored Products ad groups carry
  custom ad copy.
- 2.3: fixed a spend-heading/table mismatch that threw off a waste
  scaling calculation by roughly 3x.
- 2.4: reworked the "one ad per group" framing to match how Sponsored
  Products actually works (no per-group creative).
- 3.3: labeled a Brand Registry ACoS comparison as a hypothetical
  worked example instead of implying guaranteed savings.
- 4.1: corrected the targeting-method step and the placement-bucket
  names to Amazon's actual three reporting buckets.
- 4.2: broadened the Sponsored Display intro to cover both its
  targeting modes, not just audience retargeting.
- 4.3: fixed a quick-check answer that contradicted the lesson's own
  (correct) statement that every keyword can carry its own bid.
- 4.4: clarified that margin isn't a direct maximum-CPC input.
- 5.1: reworked the portfolio budget example to match Amazon's actual
  period-cap mechanic instead of implying real-time same-day pooling.
- 5.2: replaced a hedged, uncertain over-delivery explanation with
  Amazon's actual documented mechanic (monthly averaging, 25%/100%
  configurable over-delivery).
- 6.1: separated Dynamic Up and Down's own bid cap from placement
  adjustments' separate 900% ceiling, and softened two "guaranteed"
  ACoS/bid-ceiling claims to account for placement adjustments and
  auction variance.
- 6.2: updated Rest of Search, which gained bid adjustment support in
  2024, and removed a fixed "2-3x" top-of-search uplift claim.
- 8.2: reframed a competitor-CVR claim as an inference from the
  learner's own account data, since Amazon doesn't expose competitor
  conversion rates directly.
- quiz-questions.json: fixed a question that recommended negating a
  "keyword" when negatives apply to search terms.
- Marked docs/CONTENT-AUDIT-MODULES-2-8.md as a pre-fix baseline so it
  isn't read as a live list of open issues.

Co-Authored-By: Claude Sonnet 5 <noreply@anthropic.com>
Claude-Session: https://claude.ai/code/session_01QSfREMzPnGxjrUPSbz3PGp
---
 .../2-keyword-research/2.1-match-types.mdx    |   4 +-
 .../2.2-keyword-research-workflow.mdx         |  22 ++--
 .../2.3-negative-keywords.mdx                 |   4 +-
 .../2.4-keyword-grouping.mdx                  |  32 ++---
 .../3.1-listing-quality-score.mdx             |  96 ++++++++------
 .../3.2-listing-anatomy.mdx                   |  90 +++++++------
 .../3.3-aplus-content.mdx                     |  84 +++++++-----
 .../4.1-sponsored-products.mdx                |  13 +-
 .../4.2-sponsored-brands-display.mdx          |   2 +-
 .../4.3-campaign-structure.mdx                |   4 +-
 .../4.4-campaign-architecture-practice.mdx    |   2 +-
 .../5.1-campaign-portfolios.mdx               |  27 ++--
 .../5.2-budget-pacing.mdx                     |  88 +++++++------
 .../5.3-seasonal-strategy.mdx                 |  68 ++++++----
 .../6-bidding-lab/6.1-bid-strategies.mdx      |  10 +-
 .../6.2-placement-adjustments.mdx             |   6 +-
 .../7.1-search-term-analysis.mdx              |  88 ++++++-------
 .../7.2-negative-keywords.mdx                 |  73 ++++++-----
 .../7.3-str-triage-prep.mdx                   |  79 ++++++-----
 .../8.1-brand-analytics.mdx                   |  63 +++++----
 .../8.2-share-of-voice.mdx                    | 123 +++++++++---------
 .../8.3-competitor-benchmarking.mdx           |  91 +++++++------
 content/curriculum/quiz-questions.json        |   6 +-
 docs/CONTENT-AUDIT-MODULES-2-8.md             |   2 +
 24 files changed, 599 insertions(+), 478 deletions(-)

diff --git a/content/curriculum/modules/2-keyword-research/2.1-match-types.mdx b/content/curriculum/modules/2-keyword-research/2.1-match-types.mdx
index 4fcd310..c260f7b 100644
--- a/content/curriculum/modules/2-keyword-research/2.1-match-types.mdx
+++ b/content/curriculum/modules/2-keyword-research/2.1-match-types.mdx
@@ -68,7 +68,7 @@ Phrase match sits between broad and exact. Your ad shows when the shopper's sear
 | "water bottle for gym" | Yes | Your phrase + words after |
 | "large water bottle 32oz" | Yes | Words before + after |
 | "bottle of water" | No | Wrong word order |
-| "water bottles" | No | Plural form (this can vary by Amazon's algorithm) |
+| "water bottles" | Possible match | Phrase match includes close variants like plurals, so this can match even though the wording isn't identical |
 | "bottle water" | No | Wrong order |
 
 > **Analogy:** Phrase match is like requiring that the person says the magic words "water bottle" in the right order, but they can whisper before or after it. "Can I have a **water bottle** for the gym, please?" Yes. "Can I have a **bottle of water**?" Denied.
@@ -107,7 +107,7 @@ Exact match is the most restrictive. Your ad shows only when the shopper's searc
 - **Proven converters.** Keywords you KNOW drive sales at a good ACoS.
 - **High-volume head terms.** Where broad match would waste thousands on irrelevant clicks.
 - **Profit protection.** When you need to guarantee your ad only shows for specific searches.
-- **Retargeting.** For your best-performing search terms that you want to capture every time.
+- **Proven-term targeting.** For your best-performing search terms that you want to capture every time.
 
 **When to avoid it:**
 - **Discovery.** You'll miss long-tail variations that could convert.
diff --git a/content/curriculum/modules/2-keyword-research/2.2-keyword-research-workflow.mdx b/content/curriculum/modules/2-keyword-research/2.2-keyword-research-workflow.mdx
index 4ca0b59..8edace9 100644
--- a/content/curriculum/modules/2-keyword-research/2.2-keyword-research-workflow.mdx
+++ b/content/curriculum/modules/2-keyword-research/2.2-keyword-research-workflow.mdx
@@ -66,23 +66,25 @@ If you have a live campaign, this is your gold mine. Even if it's been running f
 
 ### Source 2: Amazon Brand Analytics (Brand Registry Required)
 
-If you have Brand Registry, Brand Analytics gives you the actual search frequency data for ANY keyword on Amazon, not just your campaigns.
+If you have Brand Registry, Brand Analytics gives you the Search Frequency Rank (SFR) for search terms across all of Amazon, not just your campaigns. Amazon doesn't disclose the actual number of searches behind a term. SFR is a relative ranking: rank 1 is the single most-searched term on Amazon in that period, and higher numbers mean less popular, but the gap between two ranks isn't a fixed size (the difference between rank 5 and rank 6 isn't the same as between rank 100 and 101).
 
 1. Go to Brand Analytics → Amazon Search Terms
 2. Enter your product category
-3. Export the top search terms with frequency
+3. Export the top search terms with their Search Frequency Rank
 
-This shows you **what the market is searching for**, not just what your campaigns triggered.
+This shows you **what the market is searching for, relative to everything else**, not just what your campaigns triggered, and not an exact search count.
 
 **Example, "bamboo cutting board" category top searches:**
 
-| Search Term | Search Frequency | Top 3 Products |
+| Search Term | Search Frequency Rank | Top 3 Products |
 |-------------|-----------------|----------------|
-| bamboo cutting board | 45,200 | Board A, Board B, Board C |
-| cutting board with juice groove | 22,100 | Board X, Board Y, Board Z |
-| large cutting board | 18,500 | Board M, Board N, Board O |
-| wooden cutting board | 15,800 | Board P, Board Q, Board R |
-| cutting board set | 12,300 | Board S, Board T, Board U |
+| bamboo cutting board | 842 | Board A, Board B, Board C |
+| cutting board with juice groove | 2,150 | Board X, Board Y, Board Z |
+| large cutting board | 3,400 | Board M, Board N, Board O |
+| wooden cutting board | 4,890 | Board P, Board Q, Board R |
+| cutting board set | 7,220 | Board S, Board T, Board U |
+
+Lower rank means more searches. "bamboo cutting board" at rank 842 is searched more than "cutting board set" at rank 7,220, but you can't say how many more searches it gets, only that it ranks higher.
 
 ### Source 3: Auto-Campaign Search Term Mining
 
@@ -186,7 +188,7 @@ CAMPAIGN: SP (Sponsored Products) - Bamboo Cutting Boards - Broad
     └── BBQ cutting board (broad)
 ```
 
-Each ad group has a **single theme**. This lets you write ad copy and set bids that match the search intent.
+Each ad group has a **single theme**. Sponsored Products ads don't use custom ad copy the way Sponsored Brands do. The ad itself is your product listing. What theming buys you is bid control and clean reporting: keywords with shared search intent get grouped together, so you can set one bid that fits the group and read performance by theme instead of by one long undifferentiated list.
 
 > **Analogy:** Organizing keywords into themed ad groups is like organizing your toolbox. You don't put hammers in the drill drawer. Each tool has its place. When you need a hammer, you know exactly where to reach.
 
diff --git a/content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx b/content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx
index 50fc1e2..2487e52 100644
--- a/content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx
+++ b/content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx
@@ -20,7 +20,7 @@ Most sellers spend 80% of their time on **what to target** and 20% on **what to
 
 Let's look at a real example. A cutting board seller runs a broad match campaign for **"cutting board"**:
 
-**Before negatives, $1,000 spend:**
+**Before negatives, one week of spend:**
 
 | Search Term | Clicks | Spend | Sales | ACoS |
 |-------------|--------|-------|-------|------|
@@ -46,7 +46,7 @@ Notice those shaded rows? ACoS is spend divided by sales, so it's undefined when
 
 The ACoS dropped from **53% to 33%** (a 20 percentage point improvement) just by blocking 4 types of search terms. Same sales. Less spend.
 
-> **Tip:** That $44.89 in wasted spend per $1,000? Scale that to an account spending ₱500,000/month and you're burning ₱22,445/month on clicks that will never convert. That's a VA's salary.
+> **Tip:** That $44.89 in wasted spend was 37.6% of this week's $119.26 total. Scale that same waste rate to an account spending ₱500,000/month and you're burning roughly ₱188,000/month on clicks that will never convert. That's real money, and it's exactly the kind of leak negatives are built to stop.
 
 ---
 
diff --git a/content/curriculum/modules/2-keyword-research/2.4-keyword-grouping.mdx b/content/curriculum/modules/2-keyword-research/2.4-keyword-grouping.mdx
index 49cea7a..6b00904 100644
--- a/content/curriculum/modules/2-keyword-research/2.4-keyword-grouping.mdx
+++ b/content/curriculum/modules/2-keyword-research/2.4-keyword-grouping.mdx
@@ -14,7 +14,7 @@ You've found 100+ keywords. You've filtered them down to 40 high-potential terms
 
 This is where most sellers make their biggest mistake: **dumping all keywords into one ad group**. It works, briefly. But as you scale, it becomes a mess of conflicting data, vague optimization, and missed opportunities.
 
-The solution is **keyword grouping**: organizing keywords into tightly themed clusters that each get their own ad group with targeted ad copy and appropriate bids.
+The solution is **keyword grouping**: organizing keywords into tightly themed clusters that each get their own ad group with an appropriate bid and a clean read on performance. Sponsored Products ads don't use custom ad copy the way Sponsored Brands do (the ad is your product listing), so grouping isn't about writing different ads per theme. It's about bid control and reporting clarity.
 
 > **Analogy:** Keyword grouping is like organizing a hardware store. You could throw everything on one giant shelf (hammers next to nails next to paint). Customers (and employees) would find things eventually. Or you could organize by aisle: Tools, Hardware, Paint, Plumbing. Each aisle has a clear purpose. Everyone finds what they need faster.
 
@@ -43,7 +43,7 @@ CAMPAIGN
 
 Each ad group has **one theme**. Every keyword in that ad group is a variation of that theme. This matters because:
 
-1. **Ad copy matches the search.** You can write "Perfect for your kitchen" for the Size group and "Tough enough for BBQ" for the Use Case group.
+1. **The theme signals a shared shopper intent.** A "Use Case" search and a "Gift" search for the same product are looking for different things, even though the product answering them is identical.
 2. **Bids can be optimized per theme.** If "Use Case" converts at 15% and "Size" converts at 8%, you bid accordingly.
 3. **Performance data is clean.** You know exactly which theme is working.
 
@@ -51,26 +51,26 @@ Each ad group has **one theme**. Every keyword in that ad group is a variation o
 
 ## The "One Theme Per Ad Group" Rule
 
-**A good ad group:** Every keyword in it could logically share the same ad copy.
+**A good ad group:** Every keyword in it reflects the same shopper intent, so one bid and one negative-keyword list make sense for the whole group.
 
-| Ad Group Theme | Keywords | Single Ad Copy Idea |
+| Ad Group Theme | Keywords | Shared Intent |
 |----------------|----------|---------------------|
-| Organic/Natural | organic bamboo board, natural cutting board, untreated wood board | "100% Organic Bamboo, No Chemicals" |
-| Large/Feature | large cutting board, extra large board, cutting board with juice groove | "Extra Large with Juice Groove, Feast Prep" |
-| Use Case | cutting board for meat, BBQ board, vegetable chopping board | "Built for BBQ, Handles the Biggest Cuts" |
-| Gift | cutting board gift, housewarming gift, wedding registry board | "The Gift Every Home Chef Loves" |
-| Material | teak cutting board, acacia board, walnut cutting board | "Premium Hardwood, Built to Last Generations" |
+| Organic/Natural | organic bamboo board, natural cutting board, untreated wood board | Shopper cares about material and chemical-free construction |
+| Large/Feature | large cutting board, extra large board, cutting board with juice groove | Shopper needs capacity or a specific functional feature |
+| Use Case | cutting board for meat, BBQ board, vegetable chopping board | Shopper is buying for a specific task |
+| Gift | cutting board gift, housewarming gift, wedding registry board | Shopper is buying for someone else, not themselves |
+| Material | teak cutting board, acacia board, walnut cutting board | Shopper has a specific wood preference |
 
-**A bad ad group:** Keywords that would need different ads.
+**A bad ad group:** Keywords reflecting different shopper intents mixed together.
 
-| Keyword | Intended Ad | Problem |
+| Keyword | Intent | Problem |
 |---------|-------------|---------|
-| organic cutting board | "100% natural bamboo" | Fits |
-| large cutting board | "Extra large for big meals" | Different message |
-| cutting board gift | "The perfect housewarming gift" | Completely different angle |
-| cheap cutting board | "Budget-friendly" | Actually lowers perceived value |
+| organic cutting board | Material and chemical-free | Fits the "Organic/Natural" theme |
+| large cutting board | Capacity | Belongs in "Size/Feature," not here |
+| cutting board gift | Buying for someone else | Belongs in "Gift," a completely different intent |
+| cheap cutting board | Price-sensitive | A price-driven shopper likely needs different bids, not a matching theme |
 
-> **Tip:** If you can't write one ad that fits all keywords in your ad group, split the group. This test alone eliminates 90% of grouping problems.
+> **Tip:** If the keywords in a group don't share one obvious shopper intent, split the group. This test alone eliminates 90% of grouping problems.
 
 ---
 
diff --git a/content/curriculum/modules/3-listing-optimization/3.1-listing-quality-score.mdx b/content/curriculum/modules/3-listing-optimization/3.1-listing-quality-score.mdx
index f871ee9..fbde640 100644
--- a/content/curriculum/modules/3-listing-optimization/3.1-listing-quality-score.mdx
+++ b/content/curriculum/modules/3-listing-optimization/3.1-listing-quality-score.mdx
@@ -10,11 +10,11 @@ xpReward: 100
 
 # Listing and Ad Relevance Signals
 
-Here's something most Amazon sellers don't realize: **your ad performance isn't just about your bid.** Amazon does not publish or expose a single named "Quality Score" you can look up for a listing. But your listing's relevance and performance signals still shape how efficiently your ads run — a strong listing tends to get more efficient ad performance than a weak one at the same bid.
+Here's something most Amazon sellers don't realize: **your ad performance isn't just about your bid.** Amazon does not publish or expose a single named "Quality Score" you can look up for a listing. But your listing's relevance and performance signals still shape how efficiently your ads run. A strong listing tends to get more efficient ad performance than a weak one at the same bid.
 
 "Listing and ad relevance signals" is a teaching shorthand for this lesson, not a product feature you can check in Seller Central or the Advertising Console.
 
-> 🎯 **Analogy**: Imagine two food stalls at a market. Both pay for the same prime spot. Stall A has a bright sign, clean display, and friendly staff. Stall B has a flickering light, messy table, and grumpy vendor. Customers stop at Stall A and walk past Stall B. Over time, Stall A's owner can justify the spot at a lower relative cost per customer because more of the people who see it actually buy. That's the dynamic behind a stronger listing's ad efficiency — not a discount from a documented score.
+> **Analogy**: Imagine two food stalls at a market. Both pay for the same prime spot. Stall A has a bright sign, clean display, and friendly staff. Stall B has a flickering light, messy table, and grumpy vendor. Customers stop at Stall A and walk past Stall B. Over time, Stall A's owner can justify the spot at a lower relative cost per customer because more of the people who see it actually buy. That's the dynamic behind a stronger listing's ad efficiency, not a discount from a documented score.
 
 ---
 
@@ -24,18 +24,18 @@ Amazon doesn't publish a formula for how these interact with ad delivery or cost
 
 | Factor | Weight | Impact | What It Measures |
 |--------|--------|--------|-----------------|
-| **Click-Through Rate (CTR)** | 🔴 High | Primary | Do shoppers click your ad when it shows? |
-| **Conversion Rate (CVR)** | 🔴 High | Primary | Do shoppers buy after clicking? |
-| **Listing Completeness** | 🟡 Medium | Secondary | Is your listing fully filled out? |
-| **Review Rating** | 🟡 Medium | Secondary | What do previous buyers say? |
-| **Pricing Competitiveness** | 🟢 Low | Minor | Is your price competitive? |
-| **Inventory Availability** | 🟢 Low | Minor | Is the product in stock? |
+| **Click-Through Rate (CTR)** | High | Primary | Do shoppers click your ad when it shows? |
+| **Conversion Rate (CVR)** | High | Primary | Do shoppers buy after clicking? |
+| **Listing Completeness** | Medium | Secondary | Is your listing fully filled out? |
+| **Review Rating** | Medium | Secondary | What do previous buyers say? |
+| **Pricing Competitiveness** | Low | Minor | Is your price competitive? |
+| **Inventory Availability** | Low | Minor | Is the product in stock? |
 
 ---
 
 ## The Relevance Feedback Loop
 
-Here's the general dynamic — and why it compounds over time:
+Here's the general dynamic, and why it compounds over time. Watch what happens to CPC (cost per click) as CTR and CVR move together:
 
 ```
                     ┌─────────────────┐
@@ -76,13 +76,13 @@ Here's the general dynamic — and why it compounds over time:
     └──────────────────┘          └──────────────────┘
 ```
 
-**Good listings get cheaper. Bad listings get more expensive.** This is not a one-time effect — it compounds every day.
+**Good listings get cheaper. Bad listings get more expensive.** This is not a one-time effect. It compounds every day.
 
 ---
 
 ## Illustrative Case: How Listing Strength Can Affect Ad Performance
 
-The numbers below are an illustrative worked example, not published Amazon data. They show the kind of gap a strong vs. weak listing can produce — verify the actual gap with your own account's data.
+The numbers below are an illustrative worked example, not published Amazon data. They show the kind of gap a strong vs. weak listing can produce. Verify the actual gap with your own account's data.
 
 Let's look at two identical products with different listing quality:
 
@@ -92,7 +92,7 @@ Let's look at two identical products with different listing quality:
 | Bullet Points | 5 detailed benefits | 3 generic sentences |
 | Images | 7 high-res, infographic, video | 3 photos, no zoom |
 | A+ Content | Yes | No |
-| Reviews | 4.3★, 150 reviews | 3.8★, 22 reviews |
+| Reviews | 4.3 stars, 150 reviews | 3.8 stars, 22 reviews |
 | Price | $24.99 | $24.99 |
 
 **Campaign results for the same keyword "bamboo cutting board":**
@@ -102,48 +102,48 @@ Let's look at two identical products with different listing quality:
 | Average CPC | $0.52 | $0.89 | **71% higher for B** |
 | CTR | 0.45% | 0.22% | B gets half the clicks |
 | Conversion Rate | 12.5% | 6.1% | B converts at half the rate |
-| ACoS | 17% | 58% | **B's ACoS is about 3.5x higher** |
+| ACoS (advertising cost of sales) | 17% | 58% | **B's ACoS is about 3.5x higher** |
 
 Listing A spent **$0.52 per click** and converted at 12.5%. Listing B paid **$0.89 per click** and converted at 6.1%. The combined effect means Listing A gets **about 3.5x more sales per ad dollar** than Listing B.
 
-> 💡 **Tip**: Before you increase your bids, improve your listing. A 10% improvement in conversion rate often has a bigger impact on ad performance than a 50% increase in bid. Fix the listing first. Bid later.
+> **Tip**: Before you increase your bids, improve your listing. A 10% improvement in conversion rate often has a bigger impact on ad performance than a 50% increase in bid. Fix the listing first. Bid later.
 
 ---
 
 ## Quick Wins vs. Long-Term Improvements
 
-Not all listing improvements are created equal. Here's your prioritization. The "Impact" column is a rough, directional estimate to help you prioritize — not a published Amazon figure. Measure your own before/after CPC and CTR to know your real impact.
+Not all listing improvements are created equal. Here's your prioritization. The "Impact" column is a rough, directional estimate to help you prioritize, not a published Amazon figure. Measure your own before/after CPC and CTR to know your real impact.
 
 ### Quick Wins (This Week)
 
 | Improvement | Time | Impact (directional estimate) |
 |-------------|------|------------|
-| Add backend search terms | 15 min | 🟡 5-10% |
-| Fix title — include top 3 keywords | 30 min | 🟢 10-15% |
-| Add missing bullet points | 1 hour | 🟢 10-15% |
-| Check pricing against competitors | 15 min | 🟢 5-10% |
-| Fix image — add white background | 1 hour | 🟡 5-10% |
+| Add backend search terms | 15 min | 5-10% |
+| Fix title, include top 3 keywords | 30 min | 10-15% |
+| Add missing bullet points | 1 hour | 10-15% |
+| Check pricing against competitors | 15 min | 5-10% |
+| Fix image, add white background | 1 hour | 5-10% |
 
 ### Medium-Term (This Month)
 
 | Improvement | Time | Impact (directional estimate) |
 |-------------|------|------------|
-| Add A+ Content modules | 4 hours | 🟢 15-25% |
-| Improve images — add infographic | 3 hours | 🟢 10-20% |
-| Add video to main image | 4 hours | 🟢 15-20% |
-| Get 10 more reviews | Ongoing | 🟡 5-15% |
-| Optimize bullet points for conversion | 2 hours | 🟢 10-20% |
+| Add A+ Content modules | 4 hours | 15-25% |
+| Improve images, add infographic | 3 hours | 10-20% |
+| Add video to main image | 4 hours | 15-20% |
+| Get 10 more reviews | Ongoing | 5-15% |
+| Optimize bullet points for conversion | 2 hours | 10-20% |
 
 ### Long-Term (This Quarter)
 
 | Improvement | Time | Impact (directional estimate) |
 |-------------|------|------------|
-| Build brand registry (if not done) | 1 week | 🟢 20-30% |
-| Product redesign based on reviews | Months | 🟢 20-40% |
-| Build review volume to 100+ | 3 months | 🟢 15-25% |
-| Multi-variant A/B testing | Ongoing | 🟢 10-30% |
+| Build brand registry (if not done) | 1 week | 20-30% |
+| Product redesign based on reviews | Months | 20-40% |
+| Build review volume to 100+ | 3 months | 15-25% |
+| Multi-variant A/B testing | Ongoing | 10-30% |
 
-> 🎯 **Analogy**: Improving your listing for PPC is like tuning up a car before a race. You could spend all your money on premium fuel (higher bids), or you could tune the engine first (fix the listing) — get better performance from the same fuel.
+> **Analogy**: Improving your listing for PPC is like tuning up a car before a race. You could spend all your money on premium fuel (higher bids), or you could tune the engine first (fix the listing), and get better performance from the same fuel.
 
 ---
 
@@ -178,24 +178,40 @@ Go through this checklist before spending a single peso on ads:
 - [ ] Questions answered within 24 hours
 - [ ] Return policy clearly stated
 
-> 📌 **Key Takeaways:**
-> - Amazon doesn't expose a single named "Quality Score" — **listing and ad relevance signals** is a teaching shorthand for CTR, CVR, listing completeness, reviews, price, and stock
-> - A **stronger listing** tends to produce more efficient ad performance than a weak one at the same bid — verify the size of the gap with your own data
-> - **Fix the listing first** — increasing bids on a weak listing just burns money faster
-> - Start with **quick wins** (title, bullets, backend terms) this week
-> - Build toward **A+ Content, review volume, and brand registry** over time
-> - The effect **compounds daily** — the sooner you fix it, the more you save
+> **Key Takeaways:**
+> - Amazon doesn't expose a single named "Quality Score." **Listing and ad relevance signals** is a teaching shorthand for CTR, CVR, listing completeness, reviews, price, and stock.
+> - A **stronger listing** tends to produce more efficient ad performance than a weak one at the same bid. Verify the size of the gap with your own data.
+> - **Fix the listing first.** Increasing bids on a weak listing just burns money faster.
+> - Start with **quick wins** (title, bullets, backend terms) this week.
+> - Build toward **A+ Content, review volume, and brand registry** over time.
+> - The effect **compounds daily.** The sooner you fix it, the more you save.
+
+---
+
+## Quick check
+
+1. Does Amazon publish a single, checkable "Quality Score" for a listing?
+2. In the Listing A vs. Listing B example, which listing pays more per click, and by roughly how much?
+3. Listing A converts at 12.5% and Listing B at 6.1%. Which one has the healthier ACoS, 17% or 58%?
+4. Name two of the "high weight" signals from the signals table.
+5. True or false: raising your bid is the first fix for a weak listing.
+
+**Answers:** (1) No. Amazon doesn't publish a named Quality Score. That's teaching shorthand for CTR, CVR, and the other observable signals in this lesson. (2) Listing B pays more, $0.89 vs. $0.52, about 71% higher. (3) Listing A, at 17% ACoS versus Listing B's 58%. (4) CTR (click-through rate) and CVR (conversion rate). (5) False. Fix the listing first. Bidding higher on a weak listing just burns money faster.
+
+## What to read next
+
+Next up is 3.2, Listing Anatomy, where you'll break the title, bullets, and images apart piece by piece and see exactly how each one feeds the signals covered here.
 
 ---
 
 ## Amazon Ads Fact Card
 
 ```text
-Product or feature: "Listing and ad relevance signals" (teaching shorthand — not a named Amazon product feature)
+Product or feature: "Listing and ad relevance signals" (teaching shorthand, not a named Amazon product feature)
 What the learner can do: Diagnose observable inputs (CTR, CVR, listing completeness, reviews, price, stock) that plausibly affect ad efficiency; there is no inspectable score to check
-Who can access it: All sellers and advertisers — these are listing/catalog attributes, not a gated feature
+Who can access it: All sellers and advertisers (these are listing/catalog attributes, not a gated feature)
 Retailer or marketplace scope: General Amazon retail and advertising practice; Amazon does not publish a formula
-Official source URL: No single official source — this is an inference from Amazon's public retail readiness and advertising relevance guidance, not a documented metric
+Official source URL: No single official source (this is an inference from Amazon's public retail readiness and advertising relevance guidance, not a documented metric)
 Last verified: [content owner to fill in at rewrite time]
 Next review due: [content owner to fill in at rewrite time]
 Owner: [content owner]
diff --git a/content/curriculum/modules/3-listing-optimization/3.2-listing-anatomy.mdx b/content/curriculum/modules/3-listing-optimization/3.2-listing-anatomy.mdx
index 03c3630..b670068 100644
--- a/content/curriculum/modules/3-listing-optimization/3.2-listing-anatomy.mdx
+++ b/content/curriculum/modules/3-listing-optimization/3.2-listing-anatomy.mdx
@@ -10,9 +10,9 @@ xpReward: 75
 
 # Listing Anatomy: Title, Bullets, Images & PPC
 
-Every part of your Amazon listing is a PPC asset. Your title feeds keyword relevance. Your images drive your CTR. Your bullets close the sale. Treat each section as part of your ad strategy, not just product information.
+Every part of your Amazon listing is a PPC asset. Your title feeds keyword relevance. Your images drive your CTR (click-through rate). Your bullets close the sale. Treat each section as part of your ad strategy, not just product information.
 
-> 🎯 **Analogy**: Your Amazon listing is a storefront. The **title** is the sign above the door. The **main image** is the window display. The **bullet points** are the salesperson greeting customers at the entrance. The **A+ Content** is the interior decor that makes people want to stay. A good storefront has all four working together.
+> **Analogy**: Your Amazon listing is a storefront. The **title** is the sign above the door. The **main image** is the window display. The **bullet points** are the salesperson greeting customers at the entrance. The **A+ Content** is the interior decor that makes people want to stay. A good storefront has all four working together.
 
 ---
 
@@ -39,11 +39,11 @@ Your product title serves TWO audiences: shoppers AND Amazon's algorithm. A grea
 
 | Title Element | PPC Impact | Why It Matters |
 |---------------|------------|----------------|
-| **First 80 characters** | 🟢 Critical | Amazon truncates on mobile — first 80 chars must sell |
-| **Primary keyword in first 80 chars** | 🟢 Critical | Reinforces relevance for that keyword |
-| **Secondary keywords naturally placed** | 🟡 High | Broadens your keyword relevance without stuffing |
-| **Brand name at front** | 🟡 Medium | Builds brand recognition over time |
-| **Feature keywords** | 🟢 Critical | Matches long-tail search queries |
+| **First 80 characters** | Critical | Amazon truncates on mobile, so the first 80 chars must sell |
+| **Primary keyword in first 80 chars** | Critical | Reinforces relevance for that keyword |
+| **Secondary keywords naturally placed** | High | Broadens your keyword relevance without stuffing |
+| **Brand name at front** | Medium | Builds brand recognition over time |
+| **Feature keywords** | Critical | Matches long-tail search queries |
 
 **Before (weak PPC title):**
 > "Bamboo Cutting Board"
@@ -55,7 +55,7 @@ This matches exactly ONE search term. It gives Amazon almost no relevance signal
 
 This matches **dozens of search terms**: "bamboo cutting board," "cutting board for kitchen," "extra large cutting board," "18x12 cutting board," "organic cutting board," "butcher block," "cutting board with juice groove," "heavy duty cutting board," "cutting board for meat," "BBQ cutting board," "cutting board for vegetables."
 
-> 💡 **Tip**: Write your title for PPC first and readability second. If it sounds slightly awkward but Amazon can match it to more searches, that's a win. You can always refine later.
+> **Tip**: Write your title for PPC first and readability second. If it sounds slightly awkward but Amazon can match it to more searches, that's a win. You can always refine later.
 
 ---
 
@@ -75,7 +75,7 @@ Each bullet should follow this structure:
 > "18x12 inch size"
 
 **Strong bullet (feature + benefit + proof):**
-> "PERFECT SIZE FOR FAMILY MEALS — At 18x12 inches, this board gives you enough space to prep a full family dinner. Big enough for a large roast but fits standard kitchen counters. Made for Filipino households where cooking means volume."
+> "PERFECT SIZE FOR FAMILY MEALS. At 18x12 inches, this board gives you enough space to prep a full family dinner. Big enough for a large roast but fits standard kitchen counters. Made for Filipino households where cooking means volume."
 
 ### The Five-Bullet Framework
 
@@ -89,42 +89,44 @@ Each bullet should follow this structure:
 
 ### How Bullets Affect PPC
 
+Here's how bullet quality moves the metrics that matter: CTR, CVR (conversion rate, orders divided by clicks), and ACoS (advertising cost of sales).
+
 | Bullet Quality | CTR Impact | CVR Impact | ACoS Impact |
 |----------------|------------|------------|-------------|
 | Good bullets | +10-20% | +15-30% | -10-25% |
 | Weak bullets | -10% | -20-40% | +15-35% |
 
-> 🎯 **Analogy**: Bullet points are your salesperson's pitch. If your salesperson mumbles generic features, the customer walks. If they clearly explain how each feature makes life better, the customer buys. Your bullets are that salesperson — working 24/7 without a salary.
+> **Analogy**: Bullet points are your salesperson's pitch. If your salesperson mumbles generic features, the customer walks. If they clearly explain how each feature makes life better, the customer buys. Your bullets are that salesperson, working 24/7 without a salary.
 
 ---
 
 ## Images: The CTR Decider
 
-Your main image is the #1 factor in whether a shopper clicks your ad or scrolls past. It's the first thing they see — even before the title.
+Your main image is the #1 factor in whether a shopper clicks your ad or scrolls past. It's the first thing they see, even before the title.
 
 ### Image Requirements That Affect PPC
 
 | Image Requirement | PPC Impact | Why |
 |------------------|------------|-----|
-| **White background** (255,255,255) | 🟢 Critical | Amazon requirement — images without white bg get suppressed |
-| **1000px minimum** | 🟢 Critical | Enables zoom feature — listings with zoom convert 15-30% higher |
-| **Product fills 85% of frame** | 🟡 High | Shoppers can clearly see what they're clicking on |
-| **No text/graphics on main image** | 🟡 High | Amazon restricts text on main image — violations get suppressed |
-| **Lifestyle images in positions 2-7** | 🟢 Critical | Shows product in use — builds purchase confidence |
+| **White background** (255,255,255) | Critical | Amazon requirement, images without white bg get suppressed |
+| **1000px minimum** | Critical | Enables zoom feature, listings with zoom convert 15-30% higher |
+| **Product fills 85% of frame** | High | Shoppers can clearly see what they're clicking on |
+| **No text/graphics on main image** | High | Amazon restricts text on main image, violations get suppressed |
+| **Lifestyle images in positions 2-7** | Critical | Shows product in use, builds purchase confidence |
 
 ### The Image Sequence That Maximizes PPC ROI
 
 ```
 Image 1: [White background, product alone] → CTR driver
-Image 2: [Lifestyle shot — product in use] → CVR driver
-Image 3: [Size comparison — product next to familiar object] → Removes doubt
-Image 4: [Feature callout — infographic style] → Differentiator
-Image 5: [Use cases — multiple scenarios] → Broadens appeal
+Image 2: [Lifestyle shot, product in use] → CVR driver
+Image 3: [Size comparison, product next to familiar object] → Removes doubt
+Image 4: [Feature callout, infographic style] → Differentiator
+Image 5: [Use cases, multiple scenarios] → Broadens appeal
 Image 6: [Packaging/included items] → Sets expectations
 Image 7: [Guarantee/warranty] → Closes the sale
 ```
 
-> 💡 **Tip**: Add an **infographic image** (position 4) that shows your product's dimensions, materials, and key features as labeled callouts. Shoppers love this — it answers their questions before they ask, and it keeps them on your listing instead of clicking back to search results.
+> **Tip**: Add an **infographic image** (position 4) that shows your product's dimensions, materials, and key features as labeled callouts. Shoppers love this. It answers their questions before they ask, and it keeps them on your listing instead of clicking back to search results.
 
 ---
 
@@ -136,26 +138,26 @@ Here's a complete example for a **bamboo cutting board**:
 > "Bamboo Cutting Board for Kitchen - Extra Large 18x12 Inch Organic Natural Wood Butcher Block with Deep Juice Groove - Heavy Duty Serving Board for Meat, BBQ, Vegetables - Premium Quality"
 
 ### Bullet Points
-> **1. FAMILY-SIZED PREP SPACE** — 18x12 inches of natural bamboo surface. Big enough for a whole lechon prep, compact enough for daily use. Fits standard kitchen counters.
+> **1. FAMILY-SIZED PREP SPACE.** 18x12 inches of natural bamboo surface. Big enough for a whole lechon prep, compact enough for daily use. Fits standard kitchen counters.
 >
-> **2. ORGANIC BAMBOO CONSTRUCTION** — Harder than maple, gentler on knives. Naturally antimicrobial — no chemicals, no treatments. Just pure organic bamboo that's better for your kitchen and your health.
+> **2. ORGANIC BAMBOO CONSTRUCTION.** Harder than maple, gentler on knives. Naturally antimicrobial, no chemicals, no treatments. Just pure organic bamboo that's better for your kitchen and your health.
 >
-> **3. DEEP JUICE GROOVE CATCHES MESSES** — Surrounding channel catches juices from meat, fruits, and vegetables. No more cleaning countertops after every slice. Perfect for BBQ and meal prep.
+> **3. DEEP JUICE GROOVE CATCHES MESSES.** Surrounding channel catches juices from meat, fruits, and vegetables. No more cleaning countertops after every slice. Perfect for BBQ and meal prep.
 >
-> **4. VERSATILE ENOUGH FOR EVERY KITCHEN** — Use it for chopping vegetables, slicing meat, serving cheese, or as a BBQ prep station. Built for Filipino kitchens where one board does everything.
+> **4. VERSATILE ENOUGH FOR EVERY KITCHEN.** Use it for chopping vegetables, slicing meat, serving cheese, or as a BBQ prep station. Built for Filipino kitchens where one board does everything.
 >
-> **5. EASY CARE, LIFETIME WARRANTY** — Hand wash, dry, and apply mineral oil monthly. It lasts for years. If it warps or cracks within 5 years, we replace it free. No questions asked.
+> **5. EASY CARE, LIFETIME WARRANTY.** Hand wash, dry, and apply mineral oil monthly. It lasts for years. If it warps or cracks within 5 years, we replace it free. No questions asked.
 
 ### Key Image Positions
 > - Main: White background, cutting board front view
 > - Position 2: Cutting board on kitchen counter with vegetables being chopped
-> - Position 3: Size comparison — board next to a chef's knife
-> - Position 4: Infographic — dimensions, materials, juice groove depth
-> - Position 5: Use cases — meat prep, vegetable chopping, cheese serving
-> - Position 6: What's included — board + care instructions + recipe booklet
+> - Position 3: Size comparison, board next to a chef's knife
+> - Position 4: Infographic, dimensions, materials, juice groove depth
+> - Position 5: Use cases, meat prep, vegetable chopping, cheese serving
+> - Position 6: What's included, board + care instructions + recipe booklet
 > - Position 7: 5-year warranty graphic
 
-> 💡 **Tip**: After you optimize your listing, run a **Sponsored Products campaign** targeting your product's own ASIN. If you win that ad spot and your listing is now optimized, you'll convert searchers who are already looking at your product — reinforcing your CTR and CVR data to Amazon.
+> **Tip**: After you optimize your listing, run a **Sponsored Products campaign** targeting your product's own ASIN (Amazon's product ID). If you win that ad spot and your listing is now optimized, you'll convert searchers who are already looking at your product, reinforcing your CTR and CVR data to Amazon.
 
 ---
 
@@ -177,9 +179,23 @@ Use this before every product launch:
 - [ ] Prices competitive (±10% of top 5 competitors)
 - [ ] At least 15 reviews before significant ad spend
 
-> 📌 **Key Takeaways:**
-> - **Title** = PPC relevance signal + shopper's first impression — pack keywords in the first 80 characters
-> - **Bullets** = conversion engine — use feature → benefit → proof structure
-> - **Images** = CTR decider — 1000px white background main image is non-negotiable
-> - Every part of your listing feeds back into ad performance — optimize holistically
-> - Spend **one hour per listing** on this before launching ads — it pays back 10x in lower ACoS
+> **Key Takeaways:**
+> - **Title** = PPC relevance signal plus shopper's first impression. Pack keywords in the first 80 characters.
+> - **Bullets** = conversion engine. Use feature → benefit → proof structure.
+> - **Images** = CTR decider. A 1000px white background main image is non-negotiable.
+> - Every part of your listing feeds back into ad performance. Optimize all of it, not just one piece.
+> - Spend **one hour per listing** on this before launching ads. It pays back 10x in lower ACoS.
+
+## Quick check
+
+1. Why do the first 80 characters of your title matter most?
+2. What three-part structure should each bullet point follow?
+3. What's the minimum image resolution needed to enable Amazon's zoom feature?
+4. What color background does Amazon require for the main image?
+5. What's image position 2 in the recommended sequence used for?
+
+**Answers:** (1) Amazon truncates titles on mobile after about 80 characters, so your primary keyword and best pitch need to be inside that window. (2) Feature, then benefit, then proof. (3) 1000px minimum. (4) A pure white background (RGB 255,255,255). (5) A lifestyle shot showing the product in use, which drives conversion rate (CVR).
+
+## What to read next
+
+Next up is 3.3, A+ Content & Brand Registry Advantage, which covers the biggest lever most sellers leave on the table: what Brand Registry and A+ Content unlock for your listing and your ads.
diff --git a/content/curriculum/modules/3-listing-optimization/3.3-aplus-content.mdx b/content/curriculum/modules/3-listing-optimization/3.3-aplus-content.mdx
index a2422fc..1ed5d96 100644
--- a/content/curriculum/modules/3-listing-optimization/3.3-aplus-content.mdx
+++ b/content/curriculum/modules/3-listing-optimization/3.3-aplus-content.mdx
@@ -10,23 +10,25 @@ xpReward: 75
 
 # A+ Content & Brand Registry Advantage
 
-If you're running Amazon PPC without Brand Registry, you're fighting with one hand tied behind your back. Brand Registry unlocks A+ Content — enhanced product descriptions with rich images and comparison charts — that directly improves your ad performance.
+If you're running Amazon PPC without Brand Registry, you're fighting with one hand tied behind your back. Brand Registry unlocks A+ Content (enhanced product descriptions with rich images and comparison charts) that directly improves your ad performance.
 
-> 🎯 **Analogy**: Standard listings are like handing a customer a printed flyer. A+ Content is like giving them a full-color brochure with fold-out pages, comparison charts, and lifestyle photography. Both tell the same story. One tells it better. One gets more sales. For the same ad spend.
+> **Analogy**: Standard listings are like handing a customer a printed flyer. A+ Content is like giving them a full-color brochure with fold-out pages, comparison charts, and lifestyle photography. Both tell the same story. One tells it better. One gets more sales. For the same ad spend.
 
 ---
 
 ## What Brand Registry Gets You
 
+The PPC Impact column below uses two acronyms you'll see throughout this lesson: ACoS (advertising cost of sales) and CTR (click-through rate).
+
 | Feature | Without Brand Registry | With Brand Registry | PPC Impact |
 |---------|----------------------|---------------------|------------|
-| **A+ Content** | ❌ Not available | ✅ Full modules | 🟢 +15-25% conversion rate |
-| **Brand Analytics** | ❌ Not available | ✅ Search term data | 🟢 Better keyword targeting |
-| **Sponsored Brands** | ❌ Not available | ✅ Can run SB campaigns | 🟢 Additional ad placements |
-| **Sponsored Display** | ✅ Basic only | ✅ Full targeting options | 🟡 Retargeting capability |
-| **Brand Protection** | ❌ None | ✅ Report hijackers | 🟡 Indirect ACoS protection |
-| **A+ Comparison Chart** | ❌ Not available | ✅ Cross-sell your catalog | 🟢 Increase average order value |
-| **Video in gallery** | ❌ Not available | ✅ Add video to the image gallery | 🟢 +15-25% higher CTR |
+| **A+ Content** | Not available | Full modules | +15-25% conversion rate |
+| **Brand Analytics** | Not available | Search term data | Better keyword targeting |
+| **Sponsored Brands** | Not available | Can run SB campaigns | Additional ad placements |
+| **Sponsored Display** | Basic only | Full targeting options | Retargeting capability |
+| **Brand Protection** | None | Report hijackers | Indirect ACoS protection |
+| **A+ Comparison Chart** | Not available | Cross-sell your catalog | Increase average order value |
+| **Video in gallery** | Not available | Add video to the image gallery | +15-25% higher CTR |
 
 ---
 
@@ -34,7 +36,7 @@ If you're running Amazon PPC without Brand Registry, you're fighting with one ha
 
 ### The Conversion Rate Lift
 
-A+ Content is widely reported to lift conversion rates, commonly cited in the **5-17%** range, though this is a directional estimate from seller-reported outcomes, not a figure Amazon publishes and guarantees for every category. Even a conservative lift matters a lot for PPC:
+A+ Content is widely reported to lift conversion rates, commonly cited in the **5-17%** range, though this is a directional estimate from seller-reported outcomes, not a figure Amazon publishes and guarantees for every category. Even a conservative lift matters a lot for PPC, using a $0.75 CPC (cost per click) for this example:
 
 | Scenario | Conversion Rate | ACoS at $0.75 CPC |
 |----------|----------------|-------------------|
@@ -58,7 +60,7 @@ Higher Conversion Rate → Stronger relevance signal → Lower CPC
 
 A+ Content kicks off this virtuous cycle by improving the thing that matters most for ad efficiency: **does this listing convert?**
 
-> 🎯 **Analogy**: Adding A+ Content is like upgrading from a standard website to a premium one. The product hasn't changed. But suddenly, more visitors buy. Google (or in this case, Amazon) notices more people buying from your page and rewards you with lower advertising costs.
+> **Analogy**: Adding A+ Content is like upgrading from a standard website to a premium one. The product hasn't changed. But suddenly, more visitors buy. Google (or in this case, Amazon) notices more people buying from your page and rewards you with lower advertising costs.
 
 ---
 
@@ -82,7 +84,7 @@ Shows your product side-by-side with other products in your line. This is the #1
 │ Handles      │ No       │ No       │ Yes      │ Yes         │
 │ Thickness    │ 0.5"     │ 0.75"    │ 1.0"     │ Mixed       │
 │ Price        │ $19.99  │ $29.99  │ $39.99  │ $79.99      │
-│ ★ Best For   │ Daily    │ Family   │ Feast    │ The Works   │
+│ Best For     │ Daily    │ Family   │ Feast    │ The Works   │
 └──────────────┴──────────┴──────────┴──────────┴─────────────┘
 ```
 
@@ -102,7 +104,7 @@ Grid layout showing key features with icons and short descriptions.
 ┌────────────────────────────────────────────────┐
 │            WHY BAMBOO?                         │
 ├────────────┬───────────┬───────────┬───────────┤
-│ 🌱         │ 🔪        │ 💧        │ ♻️         │
+│ [Icon]     │ [Icon]    │ [Icon]    │ [Icon]    │
 │ Sustainable│ Gentle on │ Moisture  │ Renewable │
 │ Harvested  │ Knives    │ Resistant │ Resource  │
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@@ -112,7 +114,7 @@ Grid layout showing key features with icons and short descriptions.
 
 ## Brand Analytics for PPC
 
-Once you have Brand Registry, you unlock **Brand Analytics** — a data source that transforms your keyword research:
+Once you have Brand Registry, you unlock **Brand Analytics**, a data source that transforms your keyword research:
 
 ### What Brand Analytics Tells You
 
@@ -120,44 +122,58 @@ Once you have Brand Registry, you unlock **Brand Analytics** — a data source t
 |--------|---------------|-------------------|
 | **Amazon Search Terms** | Actual search frequency for ANY keyword | Discover high-volume keywords competitors use |
 | **Item Comparison** | Which products shoppers compare yours to | Find cross-sell and competitive keyword targets |
-| **Alternate Purchase Behavior** | What shoppers buy instead of your product | Identify competitor ASINs for targeting |
+| **Alternate Purchase Behavior** | What shoppers buy instead of your product | Identify competitor ASINs (Amazon's product IDs) for targeting |
 | **Top Search Terms** | Your brand's top converting search terms | Double down on what works |
 | **Demographics** | Age, income, education of your buyers | Adjust bidding and ad schedule |
 
 **Real example:**
-Without Brand Analytics, you're guessing that "organic cutting board" gets 5,000 monthly searches. With Brand Analytics, you know it gets **3,247** — and you know the top 3 products in that search, their prices, and their click share. That's not guessing. That's data.
+Without Brand Analytics, you're guessing that "organic cutting board" gets 5,000 monthly searches. With Brand Analytics, you know it gets **3,247**, and you know the top 3 products in that search, their prices, and their click share. That's not guessing. That's data.
 
-> 💡 **Tip**: Use Brand Analytics search term data to find keywords with **high frequency and low competition** — those are your gold mines. They have volume but few advertisers bidding on them. You'll get cheap clicks and high conversion rates.
+> **Tip**: Use Brand Analytics search term data to find keywords with **high frequency and low competition**. Those are your gold mines. They have volume but few advertisers bidding on them. You'll get cheap clicks and high conversion rates.
 
 ---
 
-## Without Brand Registry: What You're Missing
+## Without Brand Registry: A Worked Example
 
-If you haven't enrolled in Brand Registry yet, here's your cost of delay:
+The 45% and 30% ACoS figures below are hypothetical assumptions for this worked example, not a guaranteed effect of enrolling in Brand Registry. Real ACoS depends on your listing, category, and competition; use your own before/after data once you've enrolled, not this table's numbers.
 
-| Month | Ad Sales | Ad Spend Without BR (45% ACoS) | Ad Spend With BR (30% ACoS) | Spend Saved That Month |
+| Month | Ad Sales | Ad Spend at 45% ACoS | Ad Spend at 30% ACoS | Modeled Spend Difference |
 |-------|----------|----------------------|--------------------|---------|
 | 1 | ₱20,000 | ₱9,000 | ₱6,000 | ₱3,000 |
 | 3 | ₱50,000 | ₱22,500 | ₱15,000 | ₱7,500 |
 | 6 | ₱100,000 | ₱45,000 | ₱30,000 | ₱15,000 |
 | 12 | ₱200,000 | ₱90,000 | ₱60,000 | ₱30,000 |
 
-By month 12, at ₱200,000 in ad sales, the 15-point ACoS gap alone is worth **₱30,000 that month** in avoidable ad spend, and it keeps growing as sales grow. That's already more than the cost of Brand Registry enrollment (which is free), before counting the ability to run Sponsored Brands campaigns, which many agencies expect as standard.
+If a listing genuinely moved from a 45% to a 30% ACoS, the gap at ₱200,000 in monthly ad sales would be **₱30,000 that month** in modeled spend difference, growing as sales grow. Brand Registry enrollment itself is free, and this modeled scenario is meant to show why a lower ACoS matters at scale, not to promise this exact result. The ability to run Sponsored Brands campaigns is a separate, concrete benefit of Brand Registry that many agencies expect as standard regardless of any ACoS change.
 
 ---
 
 ## How to Get Brand Registry
 
-1. **Trademark your brand name** — This is the prerequisite. Can be registered or pending.
-2. **Enroll at brandregistry.amazon.com** — Takes about 30 minutes with your trademark number.
-3. **Set up A+ Content** — Available immediately after Brand Registry approval.
-4. **Create your first A+ Content** — Start with the comparison chart and lifestyle modules.
-
-> 📌 **Key Takeaways:**
-> - **Brand Registry is free** — you only pay for the trademark (₱15k-₱30k one-time)
-> - **A+ Content improves conversion rate by 5-17%** — directly lowering ACoS
-> - **Comparison charts** are the highest-converting A+ module — build one for every product
-> - **Brand Analytics** gives you competitor's keyword data — transforms your research
-> - **Without Brand Registry**, you can't run Sponsored Brands campaigns
-> - The **₱30k/year PPC savings** from A+ Content often pays for the trademark within months
-> - **Enroll now** — the approval process takes 1-2 weeks, so start while you build your campaigns
+1. **Trademark your brand name.** This is the prerequisite. Can be registered or pending.
+2. **Enroll at brandregistry.amazon.com.** Takes about 30 minutes with your trademark number.
+3. **Set up A+ Content.** Available immediately after Brand Registry approval.
+4. **Create your first A+ Content.** Start with the comparison chart and lifestyle modules.
+
+> **Key Takeaways:**
+> - **Brand Registry is free.** You only pay for the trademark (₱15k-₱30k one-time).
+> - **A+ Content improves conversion rate by 5-17%,** directly lowering ACoS.
+> - **Comparison charts** are the highest-converting A+ module. Build one for every product.
+> - **Brand Analytics** gives you competitor's keyword data, transforming your research.
+> - **Without Brand Registry**, you can't run Sponsored Brands campaigns.
+> - The **₱30k/year PPC savings** from A+ Content often pays for the trademark within months.
+> - **Enroll now.** The approval process takes 1-2 weeks, so start while you build your campaigns.
+
+## Quick check
+
+1. What conversion-rate lift range is commonly cited for A+ Content, and is that a guaranteed Amazon figure?
+2. In the scenario table, going from no A+ Content to Premium A+ Content moves conversion rate from 6% to 10%. What happens to ACoS at the same $0.75 CPC?
+3. Is Brand Registry itself free, or do you pay Amazon for it? What's the actual cost most sellers face?
+4. By month 12 in the cost-of-delay table, how much ad spend is the 15-point ACoS gap worth that month?
+5. Which A+ Content module is called the highest-converting?
+
+**Answers:** (1) Commonly cited as 5-17%, but it's a directional estimate from seller-reported outcomes, not a figure Amazon publishes and guarantees. (2) ACoS drops from 50% to 30%, a 20 percentage point improvement. (3) Brand Registry enrollment itself is free. The real cost is trademarking the brand name, roughly ₱15k-₱30k one-time. (4) ₱30,000 that month. (5) The comparison chart module.
+
+## What to read next
+
+Module 3 wraps up here. Next is Module 4, Campaign Architecture, starting with 4.1, Sponsored Products: Your Ad's Best Salesperson, where you'll put a properly optimized listing behind your first real campaign structure.
diff --git a/content/curriculum/modules/4-campaign-architecture/4.1-sponsored-products.mdx b/content/curriculum/modules/4-campaign-architecture/4.1-sponsored-products.mdx
index 65e5020..cf11594 100755
--- a/content/curriculum/modules/4-campaign-architecture/4.1-sponsored-products.mdx
+++ b/content/curriculum/modules/4-campaign-architecture/4.1-sponsored-products.mdx
@@ -21,7 +21,7 @@ For most Amazon sellers, Sponsored Products account for **70–90% of their tota
 The concept is simple:
 
 1. You pick a **product** (called an ASIN, Amazon's product ID) to advertise
-2. You choose **keywords**, the search terms that trigger your ad
+2. You choose a **targeting method**: automatic (Amazon matches your ad to relevant searches and products for you), keyword targeting (you pick the search terms), or product targeting (you pick specific products or categories to show alongside)
 3. You set a **bid**, the maximum you'll pay per click
 4. Amazon shows your ad when someone searches those keywords
 5. When they click, you pay your bid, or less (more on this soon)
@@ -34,14 +34,11 @@ The ad appears in search results and on product detail pages, marked with a subt
 
 Not all ad placements are equal. Understanding where your ad appears helps you make smarter bid decisions.
 
-**Search results (the most valuable):**
-- **Top of search (first page)**: The premium spot. 2–4 Sponsored Products appear at the very top. Highest CTR (click-through rate), highest CPC (cost per click), highest conversion.
-- **Middle of search**: Between organic results on pages 1–2. Moderate visibility, moderate cost.
-- **Rest of search**: Pages 2+. Lower cost but much lower visibility. Most shoppers never scroll past page 1.
+Amazon's reporting splits Sponsored Products placements into three official buckets:
 
-**Product detail pages:**
-- **"Sponsored products related to this item"**: Your ad appears on a competitor's product page. Shoppers here are comparing options.
-- **"Customers who bought this also bought"**: Cross-selling opportunity. Shows on complementary products.
+- **Top of search**: The premium spot on the first page of search results. Highest CTR (click-through rate), highest CPC (cost per click), highest conversion.
+- **Rest of search**: The remaining search-results positions, both further down page 1 and on later pages. Lower cost, lower visibility. Most shoppers never scroll past page 1.
+- **Product Pages**: Your ad appears on a product detail page, often inside a recommendation module like "Customers who bought this also bought" or "Sponsored products related to this item." Shoppers here are already comparing or considering similar products.
 
 > **Analogy**: Search results placements are like a billboard on a highway: high traffic, high visibility. Product page placements are like a flyer at the checkout counter: people are already committed to buying something similar.
 
diff --git a/content/curriculum/modules/4-campaign-architecture/4.2-sponsored-brands-display.mdx b/content/curriculum/modules/4-campaign-architecture/4.2-sponsored-brands-display.mdx
index 9da103b..6f2d764 100755
--- a/content/curriculum/modules/4-campaign-architecture/4.2-sponsored-brands-display.mdx
+++ b/content/curriculum/modules/4-campaign-architecture/4.2-sponsored-brands-display.mdx
@@ -50,7 +50,7 @@ Best practices for SB video:
 
 ## Sponsored Display (SD)
 
-Sponsored Display is Amazon's **retargeting and audience targeting** ad type. While SP and SB target keywords, SD targets **people**, specifically, people who have viewed your product (or similar products) but didn't buy.
+Sponsored Display supports two distinct targeting modes: product (contextual) targeting and audience (behavioral) targeting. While SP and SB target keywords, SD can target either specific products and categories, or people, specifically shoppers based on what they viewed or bought, including people who viewed your product (or similar products) but didn't buy.
 
 > **Analogy**: Sponsored Display is like a remarketing ad you see on Facebook after visiting a website. "Hey, you looked at this water bottle but didn't buy, here it is again, still available!" It brings people back.
 
diff --git a/content/curriculum/modules/4-campaign-architecture/4.3-campaign-structure.mdx b/content/curriculum/modules/4-campaign-architecture/4.3-campaign-structure.mdx
index 9b265bc..54ab87d 100755
--- a/content/curriculum/modules/4-campaign-architecture/4.3-campaign-structure.mdx
+++ b/content/curriculum/modules/4-campaign-architecture/4.3-campaign-structure.mdx
@@ -43,7 +43,7 @@ Campaign: "Yoga Block"
               "fitness block", "yoga accessories" (10 keywords, all in one group)
 ```
 
-**The problem**: You can't control bids separately. "Yoga block" (high intent, converts at 15%) and "yoga accessories" (broad, converts at 3%) are treated the same. You either overpay for the broad term or underbid on the high-converting term.
+**The problem**: Even though each keyword can technically carry its own bid, dumping them all into one ad group makes that control hard to use well. "Yoga block" (high intent, converts at 15%) and "yoga accessories" (broad, converts at 3%) get lost in the same report, sharing one default bid you'd have to override keyword by keyword, with no clean way to see which theme is actually working. In practice, most sellers end up overpaying for the broad term or underbidding on the high-converting one, not because Amazon prevents separate bids, but because a messy structure makes it too hard to manage them properly.
 
 Now here's a **good** structure:
 
@@ -149,7 +149,7 @@ Without negatives, both campaigns might compete for the same "yoga block" search
 3. What's a cross-campaign negative, and why would you add "yoga block" as one inside a broad match campaign?
 4. What naming format does this lesson recommend for campaigns?
 
-**Answers:** (1) Campaign, then Ad Group, then Keywords. (2) You can't set different bids for the two keywords, so you either overpay on the broad term or underbid on the one that actually converts. (3) A negative keyword you add in one campaign to stop it from competing with a keyword you're already targeting in another campaign. Adding "yoga block" as a negative in the broad campaign stops it from stealing budget away from the exact match campaign, which should win that search anyway. (4) `[Abbreviated Product]-[Match Type]-[Purpose]`, for example `YB-Exact-Proven`.
+**Answers:** (1) Campaign, then Ad Group, then Keywords. (2) You can technically set different bids for each keyword, but with them mixed into one ad group, reporting and default bids are shared, which makes it too easy to overpay on the broad term or underbid on the one that actually converts. Separate ad groups make the right bid on each obvious. (3) A negative keyword you add in one campaign to stop it from competing with a keyword you're already targeting in another campaign. Adding "yoga block" as a negative in the broad campaign stops it from stealing budget away from the exact match campaign, which should win that search anyway. (4) `[Abbreviated Product]-[Match Type]-[Purpose]`, for example `YB-Exact-Proven`.
 
 ## What to read next
 
diff --git a/content/curriculum/modules/4-campaign-architecture/4.4-campaign-architecture-practice.mdx b/content/curriculum/modules/4-campaign-architecture/4.4-campaign-architecture-practice.mdx
index 2c7b907..619b9e5 100755
--- a/content/curriculum/modules/4-campaign-architecture/4.4-campaign-architecture-practice.mdx
+++ b/content/curriculum/modules/4-campaign-architecture/4.4-campaign-architecture-practice.mdx
@@ -85,7 +85,7 @@ When you enter the Campaign Builder, follow this order:
 
 **Choosing keywords by volume alone.** "Coffee" gets millions of searches, but it's way too broad for a milk frother. Relevance beats volume every time.
 
-**Ignoring the mission brief.** The brief contains the target ACoS and product margin. Without these numbers, you can't calculate your maximum CPC or allocate budget intelligently.
+**Ignoring the mission brief.** The brief contains the target ACoS, price, and CVR you need to calculate your maximum CPC (`CVR × price × target ACoS`), plus the product margin that should have informed what target ACoS makes sense in the first place. Skip the brief and you're either guessing at these numbers or building on the wrong ones.
 
 > **Watch out**: The most expensive mistake is picking keywords without checking relevance. A keyword can look perfect on paper, high volume, low competition, but if it doesn't match your product, you'll burn through budget with zero conversions.
 
diff --git a/content/curriculum/modules/5-portfolio-strategy/5.1-campaign-portfolios.mdx b/content/curriculum/modules/5-portfolio-strategy/5.1-campaign-portfolios.mdx
index 37a287b..d31ebec 100644
--- a/content/curriculum/modules/5-portfolio-strategy/5.1-campaign-portfolios.mdx
+++ b/content/curriculum/modules/5-portfolio-strategy/5.1-campaign-portfolios.mdx
@@ -86,28 +86,29 @@ For a ₱100,000/month budget:
 
 ### How Portfolio Budgeting Works in Practice
 
-Portfolio budget means campaigns inside share a pool:
+A portfolio budget is a spend cap for the whole group over a period you choose, most commonly a calendar month, not a per-campaign daily allowance:
 
 ```
-Portfolio: Core Products. Daily Budget: ₱2,000
+Portfolio: Core Products. Monthly Budget: ₱60,000 (a ₱2,000/day equivalent
+over a 30-day month)
 
-Campaign A (Bamboo Board Broad):  spends ₱800
-Campaign B (Bamboo Board Phrase): spends ₱700
-Campaign C (Bamboo Board Exact):  spends ₱400
+So far this month:
+Campaign A (Bamboo Board Broad):  spent ₱24,000
+Campaign B (Bamboo Board Phrase): spent ₱21,000
+Campaign C (Bamboo Board Exact):  spent ₱12,000
 ─────────────────────────────────────────
-Total spent: ₱1,900. Remaining: ₱100
+Total spent: ₱57,000. Remaining this month: ₱3,000
 
-If Campaign A is performing well, it can spend up to that remaining ₱100
-before the portfolio's ₱2,000 ceiling stops the group. It cannot spend
-₱200 more: only ₱100 of headroom exists under this ceiling today,
-whatever Campaign A's own individual daily budget might otherwise allow.
+Once the portfolio's ₱60,000 is spent, every campaign inside it stops
+serving for the rest of the period, regardless of which one still had
+its own individual budget left.
 ```
 
-**Without a portfolio budget:** Each campaign has its own hard daily cap. If one is on fire, it hits its own ceiling regardless of what the others are spending.
+**Without a portfolio budget:** Each campaign has its own hard cap for its own period. If one is on fire, it hits its own ceiling regardless of what the others are spending.
 
-**With a portfolio budget (where eligible):** The portfolio caps total spend across all campaigns inside it for the period. This is a ceiling on the group, not a guarantee that a winning campaign automatically pulls budget from a slower one in real time. Confirm exactly how your account's portfolio budget behaves before you plan around it.
+**With a portfolio budget (where eligible):** The portfolio caps total spend across all campaigns inside it for the period you set. This is a ceiling on the group, not automatic same-day reallocation between campaigns. Some accounts have separate access to a shared-unspent-budget feature that does move budget between campaigns within a day, but that's a distinct, eligibility-gated feature, not the standard portfolio budget behavior. Confirm exactly what your account supports before you plan around either mechanic.
 
-> **Tip**: Set portfolio budgets 10-20% higher than your expected combined daily spend. This gives the group room to flex on good days without the whole portfolio hitting its cap and pausing.
+> **Tip**: Set portfolio budgets 10-20% higher than your expected combined spend for the period. This gives the group room to flex on good days without the whole portfolio hitting its cap and pausing early.
 
 ---
 
diff --git a/content/curriculum/modules/5-portfolio-strategy/5.2-budget-pacing.mdx b/content/curriculum/modules/5-portfolio-strategy/5.2-budget-pacing.mdx
index 0c8ee86..e9155ae 100644
--- a/content/curriculum/modules/5-portfolio-strategy/5.2-budget-pacing.mdx
+++ b/content/curriculum/modules/5-portfolio-strategy/5.2-budget-pacing.mdx
@@ -14,7 +14,7 @@ Your campaigns are running. Keywords are bidding. But are you spending your budg
 
 Budget pacing is the art of making sure your daily ad spend is distributed evenly and strategically throughout the day, the week, and the month. Get this right and you'll never run out of budget at 3PM on a high-traffic day again.
 
-> 🎯 **Analogy**: Budget pacing is like managing a daily food budget for your family. You could spend ₱1,000 on coffee and pastries in the morning and have nothing left for dinner. Or you could pace yourself — ₱200 breakfast, ₱300 lunch, ₱500 dinner — and eat well all day. Your ad budget works the same way.
+> **Analogy**: Budget pacing is like managing a daily food budget for your family. You could spend ₱1,000 on coffee and pastries in the morning and have nothing left for dinner. Or you could pace yourself: ₱200 breakfast, ₱300 lunch, ₱500 dinner, and eat well all day. Your ad budget works the same way.
 
 ---
 
@@ -24,7 +24,7 @@ First, understand the rules of the game:
 
 | Rule | What It Means | Impact on Pacing |
 |------|---------------|------------------|
-| **Daily budget, with over-delivery** | Amazon can spend somewhat above your daily budget on a given day, then reconciles your charges over a longer billing window | You can see single days above your daily budget on the dashboard without your total charges necessarily exceeding budget × days for the period, but confirm the exact reconciliation window and cap in your account before you plan around it |
+| **Daily budget, averaged over the calendar month** | Your daily budget is treated as an average across the month, not a hard per-day cap. Amazon lets a campaign spend above that average on high-traffic days, capped at either 25% or 100% over, a setting you (or your account) choose in the console. Total spend for the month still won't exceed your daily budget × the number of days in that month | A single day can legitimately show 125% or 200% of your daily budget on the dashboard, depending on which over-delivery setting is active. Check that setting so a big single day doesn't surprise you |
 | **Lifetime budget** | Not available for Sponsored Products | Only for Sponsored Brands campaigns with end dates |
 | **Portfolio budget** | Spend cap across campaigns, where eligible | Prevents single-campaign cap issues |
 | **Budget rule** | Increase/decrease based on performance triggers | Automate pacing adjustments |
@@ -32,7 +32,7 @@ First, understand the rules of the game:
 ### What a week of spend might look like
 
 ```
-Monday:    Budget ₱1,000 → Spent ₱1,200 (over-delivery day)
+Monday:    Budget ₱1,000 → Spent ₱1,200 (over-delivery day, within a 25% cap)
 Tuesday:   Budget ₱1,000 → Spent ₱800
 Wednesday: Budget ₱1,000 → Spent ₱1,000
 Thursday:  Budget ₱1,000 → Spent ₱900
@@ -43,9 +43,9 @@ Sunday:    Budget ₱1,000 → Spent ₱400
 Sum of daily budgets: ₱7,000. Sum of daily spend shown: ₱6,000.
 ```
 
-The daily spend figures above are what the dashboard shows for each day, including the over-delivery day. Whether you're actually billed the full ₱1,200 for Monday, or something less once Amazon's reconciliation applies, depends on the specific mechanic in your account. Don't assume a fixed rule (a flat 25% cap, a 7-day averaging window, or anything else) without checking your account's current billing statement against its daily spend history. The fact card below has the official source to check.
+This week spent less than its sum of daily budgets, which is normal: the averaging is calculated over the full calendar month, not week by week, so a slow week like this one leaves room for higher-traffic days elsewhere in the month without breaching the monthly total. Confirm whether your account's over-delivery setting is 25% or 100% in the console, since that decides how far above budget a single day can legitimately go.
 
-> 💡 **Tip**: If you're consistently hitting your daily budget by midday, consider increasing the daily budget. You're likely leaving sales on the table. A good pacing target is 80 to 90% of daily budget spent by end of day. If you're hitting 100% by lunch, that's a signal to raise the budget, not just a curiosity.
+> **Tip**: If you're consistently hitting your daily budget by midday, consider increasing the daily budget. You're likely leaving sales on the table. A good pacing target is 80 to 90% of daily budget spent by end of day. If you're hitting 100% by lunch, that's a signal to raise the budget, not just a curiosity.
 
 ---
 
@@ -65,13 +65,13 @@ Hourly Burn Rate = Total Daily Spend ÷ Hours in Day
 | Time | Spent | % of Budget | Remaining | Pace |
 |------|-------|-------------|-----------|------|
 | 12AM | ₱0 | 0% | ₱2,000 | Starting |
-| 6AM | ₱200 | 10% | ₱1,800 | 🟢 Slow |
-| 9AM | ₱500 | 25% | ₱1,500 | 🟢 Normal |
-| 12PM | ₱900 | 45% | ₱1,100 | 🟡 Picking up |
-| 3PM | ₱1,400 | 70% | ₱600 | 🟠 Fast |
-| 6PM | ₱1,700 | 85% | ₱300 | 🔴 Almost done |
-| 9PM | ₱1,900 | 95% | ₱100 | 🟢 Good |
-| 12AM | ₱2,000 | 100% | ₱0 | ✅ Perfect |
+| 6AM | ₱200 | 10% | ₱1,800 | Slow |
+| 9AM | ₱500 | 25% | ₱1,500 | Normal |
+| 12PM | ₱900 | 45% | ₱1,100 | Picking up |
+| 3PM | ₱1,400 | 70% | ₱600 | Fast |
+| 6PM | ₱1,700 | 85% | ₱300 | Almost done |
+| 9PM | ₱1,900 | 95% | ₱100 | Good |
+| 12AM | ₱2,000 | 100% | ₱0 | Perfect |
 
 ### What Your Burn Rate Tells You
 
@@ -82,7 +82,7 @@ Hourly Burn Rate = Total Daily Spend ÷ Hours in Day
 | **Unused budget at midnight** | Budget too high for demand | Lower budget 15-20% or improve targeting |
 | **Erratic spikes** | Auto-campaign going wild | Check search term report for junk traffic |
 
-> 🎯 **Analogy**: Burn rate is like checking your gas gauge during a road trip. You know how much gas you have (budget), how far you need to go (month), and how fast you're burning (hourly spend). If you're burning too fast, you won't make it. If you're burning too slow, you're not driving enough.
+> **Analogy**: Burn rate is like checking your gas gauge during a road trip. You know how much gas you have (budget), how far you need to go (month), and how fast you're burning (hourly spend). If you're burning too fast, you won't make it. If you're burning too slow, you're not driving enough.
 
 ---
 
@@ -92,13 +92,13 @@ Amazon traffic is not uniform. Here's a typical pattern:
 
 | Day | Traffic Level | Budget Strategy |
 |-----|---------------|-----------------|
-| **Monday** | 🟢 Normal | Standard budget |
-| **Tuesday** | 🟢 Normal | Standard budget |
-| **Wednesday** | 🟢 Normal | Standard budget |
-| **Thursday** | 🟡 Rising | Prepare for weekend ramp |
-| **Friday** | 🔴 High | Ramp up — shoppers buying for weekend |
-| **Saturday** | 🟡 Medium | Lower — leisure browsing |
-| **Sunday** | 🟢 Low | Lowest — family time, less shopping |
+| **Monday** | Normal | Standard budget |
+| **Tuesday** | Normal | Standard budget |
+| **Wednesday** | Normal | Standard budget |
+| **Thursday** | Rising | Prepare for weekend ramp |
+| **Friday** | High | Ramp up, shoppers buying for weekend |
+| **Saturday** | Medium | Lower, leisure browsing |
+| **Sunday** | Low | Lowest, family time, less shopping |
 
 **Weekday vs. Weekend Budget Allocation:**
 
@@ -113,17 +113,17 @@ Amazon traffic is not uniform. Here's a typical pattern:
 | Sunday | 0.5x | ₱500 |
 | **Weekly Total** | | **₱6,800** |
 
-Where your account has access to scheduled bidding or budget rules by time of day, use them to align spend with traffic patterns — this control isn't available or configured the same way on every account, so confirm it's there before you plan around it:
+Where your account has access to scheduled bidding or budget rules by time of day, use them to align spend with traffic patterns. This control isn't available or configured the same way on every account, so confirm it's there before you plan around it:
 
-- **Morning (6-9AM):** Increase bids 10-20% — commuters browsing on mobile
-- **Work hours (9AM-3PM):** Standard bids — office workers and parents
-- **Afternoon (3-6PM):** Decrease bids 10% — low conversion window
-- **Evening (7-11PM):** Increase bids 15-25% — peak shopping time
-- **Late night (11PM-6AM):** Decrease bids 30-50% — low conversion, wasted spend
+- **Morning (6-9AM):** Increase bids 10-20%, commuters browsing on mobile
+- **Work hours (9AM-3PM):** Standard bids, office workers and parents
+- **Afternoon (3-6PM):** Decrease bids 10%, low conversion window
+- **Evening (7-11PM):** Increase bids 15-25%, peak shopping time
+- **Late night (11PM-6AM):** Decrease bids 30-50%, low conversion, wasted spend
 
 If your account doesn't have scheduled bid rules available, the fallback is manual: check performance by hour in your reports and adjust bids by hand at known peak and low-traffic windows.
 
-> 💡 **Tip**: For most Filipino VA-managed accounts (Philippine time, serving US market), the peak buying window is 8PM-12AM PHT (7AM-11AM EST). That's when US shoppers are at work and making purchase decisions. If you have schedule-based bidding available, put your highest bids in this window.
+> **Tip**: For most Filipino VA-managed accounts (Philippine time, serving US market), the peak buying window is 8PM-12AM PHT (7AM-11AM EST). That's when US shoppers are at work and making purchase decisions. If you have schedule-based bidding available, put your highest bids in this window.
 
 ---
 
@@ -162,7 +162,7 @@ OPTIONS:
 | Week | Focus | Budget Action |
 |------|-------|---------------|
 | **Week 1** | Review previous month | Set baseline budget for current month |
-| **Week 2** | Monitor and adjust | +10% if performance is strong, -10% if ACoS is high |
+| **Week 2** | Monitor and adjust | +10% if performance is strong, -10% if ACoS (advertising cost of sales) is high |
 | **Week 3** | Optimize | Check burn rates, adjust bids, add negatives |
 | **Week 4** | Prepare for next month | Review trends, plan for upcoming seasonality |
 
@@ -173,17 +173,31 @@ OPTIONS:
 | Jul 1 | ₱2,000 | ₱1,850 | 92% | ₱58,150 | Good pacing |
 | Jul 2 | ₱2,000 | ₱2,100 | 105% | ₱56,050 | Slight over-delivery |
 | Jul 3 | ₱2,000 | ₱1,650 | 82% | ₱54,400 | Low traffic day |
-| Jul 4 | ₱2,000 | ₱1,200 | 60% | ₱53,200 | Holiday — low volume |
+| Jul 4 | ₱2,000 | ₱1,200 | 60% | ₱53,200 | Holiday, low volume |
 
 Keep this tracker in a spreadsheet. Update daily. It takes 2 minutes and saves you from discovering mid-month that you're on track to blow your budget.
 
-> 📌 **Key Takeaways:**
-> - Amazon's daily budget allows some over-delivery on a given day. Confirm the exact reconciliation window and cap on your account before assuming a specific rule.
-> - **Burn rate** tells you how fast you're spending per hour — check it daily
-> - **Scheduled bid rules, where available,** align your bids with peak shopping hours (8PM-12AM PHT) — confirm the control exists on your account, and fall back to manual bid checks if it doesn't
-> - If you hit budget by midday, **increase the budget or use portfolio pooling**
-> - **Weekly patterns matter** — Friday may need 30% more budget than Sunday
-> - Track daily pacing in a **simple spreadsheet** — 2 minutes/day saves thousands
+> **Key Takeaways:**
+> - Amazon's daily budget is averaged over the calendar month, with over-delivery on any single day capped at 25% or 100% depending on your account's setting; confirm which one is active.
+> - **Burn rate** tells you how fast you're spending per hour. Check it daily.
+> - **Scheduled bid rules, where available,** align your bids with peak shopping hours (8PM-12AM PHT). Confirm the control exists on your account, and fall back to manual bid checks if it doesn't.
+> - If you hit budget by midday, **increase the budget or use portfolio pooling**.
+> - **Weekly patterns matter.** Friday may need 30% more budget than Sunday.
+> - Track daily pacing in a **simple spreadsheet**. Two minutes a day saves thousands.
+
+## Quick check
+
+1. In the sample week, the sum of daily budgets was ₱7,000. What was the sum of daily spend shown on the dashboard?
+2. What's a good pacing target for the percentage of daily budget spent by end of day?
+3. In the weekday/weekend budget table, what's the Friday budget at a 1.3x factor on a ₱1,000/day baseline, and how does it compare to Sunday's?
+4. For a Filipino VA managing a US-market account, what PHT window lines up with peak US shopping activity?
+5. Over how long a period is your daily budget actually averaged, and what are the two possible over-delivery caps on a single day?
+
+**Answers:** (1) ₱6,000. (2) 80 to 90% of the daily budget spent by end of day. (3) Friday is ₱1,300, more than double Sunday's ₱500. (4) 8PM-12AM PHT. (5) A calendar month; a single day can over-deliver by up to 25% or up to 100% above the daily budget, depending on which setting your account uses.
+
+## What to read next
+
+Next up is 5.3, Seasonal Strategy & Promo Planning, where you'll apply these same pacing and budget skills to the swings of Q4, Prime Day, and other seasonal spikes.
 
 ---
 
@@ -205,7 +219,7 @@ Owner: [content owner]
 ```text
 Product or feature: Scheduled bidding / dayparting-style budget and bid rules
 What the learner can do: Where available, schedule bid or budget changes by time of day to match traffic patterns
-Who can access it: Availability and exact controls vary by account and campaign type — verify in-console
+Who can access it: Availability and exact controls vary by account and campaign type, verify in-console
 Retailer or marketplace scope: Amazon Advertising Console; do not assume parity across marketplaces
 Official source URL: https://advertising.amazon.com/help/GTGPQGUXNCTHE2DS
 Last verified: [content owner to fill in at rewrite time]
diff --git a/content/curriculum/modules/5-portfolio-strategy/5.3-seasonal-strategy.mdx b/content/curriculum/modules/5-portfolio-strategy/5.3-seasonal-strategy.mdx
index 4ed7f16..56f788d 100644
--- a/content/curriculum/modules/5-portfolio-strategy/5.3-seasonal-strategy.mdx
+++ b/content/curriculum/modules/5-portfolio-strategy/5.3-seasonal-strategy.mdx
@@ -10,22 +10,24 @@ xpReward: 100
 
 # Seasonal Strategy & Promo Planning
 
-Amazon's traffic doesn't flow evenly throughout the year. There are massive spikes — Q4, Prime Day, Valentine's Day, Back to School — and quiet valleys. The difference between a good PPC manager and a great one is how they handle these swings.
+Amazon's traffic doesn't flow evenly throughout the year. There are massive spikes (Q4, Prime Day, Valentine's Day, Back to School) and quiet valleys. The difference between a good PPC manager and a great one is how they handle these swings.
 
-> 🎯 **Analogy**: Seasonal advertising is like farming. You don't plant, water, and harvest at the same pace all year. There's a **planting season** (preparation), a **growing season** (execution), and a **harvest season** (reaping the rewards). Trying to harvest in planting season gets you nothing. Trying to plant in harvest season means you miss the crop.
+> **Analogy**: Seasonal advertising is like farming. You don't plant, water, and harvest at the same pace all year. There's a **planting season** (preparation), a **growing season** (execution), and a **harvest season** (reaping the rewards). Trying to harvest in planting season gets you nothing. Trying to plant in harvest season means you miss the crop.
 
 ---
 
 ## The Amazon Seasonal Calendar
 
+Track three things for each season: traffic level, the ACoS (advertising cost of sales) pattern, and the action to take.
+
 | Season | Months | Traffic | ACoS Pattern | Action |
 |--------|--------|---------|-------------|--------|
-| **Q1 Lull** | Jan-Mar | 🟢 Low | High — conversion drops | Trim budgets, consolidate campaigns |
-| **Spring** | Apr-May | 🟡 Rising | Medium — improving | Test new keywords, prepare summer products |
-| **Prime Day** | Jul | 🔴 Peak | Low (if prepared) | Aggressive budgets, new launch timing |
-| **Q3 Prep** | Aug-Sep | 🟡 Medium | Medium | Build inventory, stock up for Q4 |
-| **Q4 Peak** | Oct-Dec | 🔴 Peak | High (competition drives CPC up) | Highest budgets, extend ad schedules |
-| **Post-Q4** | Late Dec | 🟢 Low | Very high | Burn off inventory, analyze data |
+| **Q1 Lull** | Jan-Mar | Low | High, conversion drops | Trim budgets, consolidate campaigns |
+| **Spring** | Apr-May | Rising | Medium, improving | Test new keywords, prepare summer products |
+| **Prime Day** | Jul | Peak | Low (if prepared) | Aggressive budgets, new launch timing |
+| **Q3 Prep** | Aug-Sep | Medium | Medium | Build inventory, stock up for Q4 |
+| **Q4 Peak** | Oct-Dec | Peak | High (competition drives up CPC, cost per click) | Highest budgets, extend ad schedules |
+| **Post-Q4** | Late Dec | Low | Very high | Burn off inventory, analyze data |
 
 ---
 
@@ -53,7 +55,7 @@ October 1:  Full seasonal budgets active, all campaigns live
 October 15: Optimize based on first 2 weeks of data
 ```
 
-> 🎯 **Analogy**: Pre-season is like planting seeds. You don't see results immediately. But if you don't plant in August, you have nothing to harvest in November.
+> **Analogy**: Pre-season is like planting seeds. You don't see results immediately. But if you don't plant in August, you have nothing to harvest in November.
 
 ### Phase 2: In-Season (The Event Period)
 
@@ -74,7 +76,7 @@ November:  Peak budgets, daily optimization, watch inventory
 December:  First 2 weeks = max spend, Last 2 weeks = taper off
 ```
 
-> 💡 **Tip**: During Q4, check your campaigns EVERY DAY. This is not the time for a "set and forget" approach. Competition increases, CPCs rise, and a campaign that was profitable in September can be bleeding money in November if you're not watching.
+> **Tip**: During Q4, check your campaigns EVERY DAY. This is not the time for a "set and forget" approach. Competition increases, CPCs rise, and a campaign that was profitable in September can be bleeding money in November if you're not watching.
 
 ### Phase 3: Post-Season (1-4 weeks after)
 
@@ -84,10 +86,10 @@ December:  First 2 weeks = max spend, Last 2 weeks = taper off
 |--------|----------|--------|
 | Reduce budgets to normal levels | Day 1 after | -50% |
 | Run end-of-season search term report | Day 2 | Normal |
-| Harvest winning seasonal keywords | Day 3 | — |
-| Add seasonal negatives | Day 3 | — |
-| Save seasonal campaign as template | Week 2 | — |
-| Document learnings for next year | Week 3 | — |
+| Harvest winning seasonal keywords | Day 3 | N/A |
+| Add seasonal negatives | Day 3 | N/A |
+| Save seasonal campaign as template | Week 2 | N/A |
+| Document learnings for next year | Week 3 | N/A |
 
 **For Q4 (January):**
 ```
@@ -97,7 +99,7 @@ Week 3: Build Q4 2027 campaign template while learnings are fresh
 Week 4: Final report. Archive campaigns. Rest.
 ```
 
-> 💡 **Tip**: Save your successful seasonal campaign structure as a **template** you can duplicate next year. Include ad groups, keywords, negatives, and bid strategies. Next year you'll launch in 30 minutes instead of rebuilding from scratch.
+> **Tip**: Save your successful seasonal campaign structure as a **template** you can duplicate next year. Include ad groups, keywords, negatives, and bid strategies. Next year you'll launch in 30 minutes instead of rebuilding from scratch.
 
 ---
 
@@ -113,7 +115,7 @@ Understand that seasonal ACoS is NOT the same as normal ACoS:
 | **Post-Q4 (Jan)** | 35-60% | Low | Reduce bids, accept lower volume |
 
 **The Q4 trade-off:**
-Your ACoS will go up in Q4. That's expected and acceptable — if your total profit also goes up.
+Your ACoS will go up in Q4. That's expected and acceptable, as long as your total profit also goes up.
 
 This example assumes a flat 50% gross margin before ad spend, unchanged between the two months. Gross Profit = (Sales × 50%) − Ad Spend.
 
@@ -132,7 +134,7 @@ This example assumes a flat 50% gross margin before ad spend, unchanged between
 
 Even though ACoS went from 25% to 40%, **total profit increased by ₱25,000** because sales volume, at the same 50% margin, more than made up for the efficiency drop. If margin itself also changes in Q4 (a common case, since sellers often run promotions or lower prices to compete during peak season), redo this calculation with the actual Q4 margin instead of assuming it stayed flat.
 
-> 💡 **Tip**: Most advertisers PANIC when ACoS climbs in Q4 and cut budgets — exactly when they should be spending MORE. As long as unit profitability is positive, higher ACoS during peak season is better than lower ACoS at lower volume. Don't optimize for ACoS. Optimize for profit.
+> **Tip**: Most advertisers PANIC when ACoS climbs in Q4 and cut budgets, exactly when they should be spending MORE. As long as unit profitability is positive, higher ACoS during peak season is better than lower ACoS at lower volume. Don't optimize for ACoS. Optimize for profit.
 
 ---
 
@@ -141,7 +143,7 @@ Even though ACoS went from 25% to 40%, **total profit increased by ₱25,000** b
 Here's a template you can duplicate for any seasonal event:
 
 ```
-📁 PORTFOLIO: 🎄 Q4 2026 Holiday
+PORTFOLIO: Q4 2026 Holiday
 │
 ├── CAMPAIGN: SP - Holiday Gift Keywords - Broad
 │   └── Ad Group: Gift Keywords
@@ -180,7 +182,7 @@ Here's a template you can duplicate for any seasonal event:
 | **Christmas** | **August** | Nov 15 - Dec 20 |
 | **Post-Christmas Sales** | December 26 | Dec 26 - Jan 5 |
 
-> 🎯 **Analogy**: If you're not preparing for Christmas in August, you're waiting until the party has already started to buy decorations. By the time you're ready, all the good spots are taken and you're paying premium prices for whatever's left.
+> **Analogy**: If you're not preparing for Christmas in August, you're waiting until the party has already started to buy decorations. By the time you're ready, all the good spots are taken and you're paying premium prices for whatever's left.
 
 ---
 
@@ -213,10 +215,24 @@ POST-SEASON CHECKLIST:
 [ ] Document learnings (date)
 ```
 
-> 📌 **Key Takeaways:**
-> - Seasonal PPC follows **three phases**: Pre-Season (plant), In-Season (harvest), Post-Season (recover)
-> - **Start Q4 preparation in August** — not October. The early bird captures the traffic.
-> - **High ACoS during peak season is acceptable** if total profit increases — optimize for profit, not ratio
-> - Use the **seasonal calendar** to plan your budget increases at least 6-8 weeks before each event
-> - **Save seasonal campaigns as templates** — next year you can duplicate and launch in 30 minutes
-> - The biggest mistake: cutting budget when ACoS rises during peak season. Don't panic — ride the wave.
+> **Key Takeaways:**
+> - Seasonal PPC follows **three phases**: Pre-Season (plant), In-Season (harvest), Post-Season (recover).
+> - **Start Q4 preparation in August, not October.** The early bird captures the traffic.
+> - **High ACoS during peak season is acceptable** if total profit increases. Optimize for profit, not ratio.
+> - Use the **seasonal calendar** to plan your budget increases at least 6-8 weeks before each event.
+> - **Save seasonal campaigns as templates.** Next year you can duplicate and launch in 30 minutes.
+> - The biggest mistake: cutting budget when ACoS rises during peak season. Don't panic. Ride the wave.
+
+## Quick check
+
+1. What are the three phases of a seasonal PPC strategy?
+2. When should Q4 preparation start, according to this lesson?
+3. In the seasonal profit example, ACoS rises from 25% in a normal month to 40% in a Q4 month. Does gross profit go up or down, and by how much, at the assumed 50% margin?
+4. Why does gross profit still increase even though ACoS gets worse?
+5. What's the biggest mistake sellers make when ACoS climbs during peak season?
+
+**Answers:** (1) Pre-season, in-season, and post-season. (2) August, well before the October start of Q4. (3) It goes up, from ₱50,000 to ₱75,000, a ₱25,000 increase. (4) Sales volume grows so much (from ₱200,000 to ₱750,000) that it more than offsets the lower efficiency, at the same 50% margin. (5) Panicking and cutting budget when ACoS rises, instead of watching profit.
+
+## What to read next
+
+Module 5 wraps up here. Next is Module 6, Bidding Lab, starting with 6.1, Bid Strategies: Flat-Rate, Surge Pricing, and Smart Discounts, where you'll turn everything you know about budgets and seasons into an actual bidding approach.
diff --git a/content/curriculum/modules/6-bidding-lab/6.1-bid-strategies.mdx b/content/curriculum/modules/6-bidding-lab/6.1-bid-strategies.mdx
index 5a39131..9db8fb6 100755
--- a/content/curriculum/modules/6-bidding-lab/6.1-bid-strategies.mdx
+++ b/content/curriculum/modules/6-bidding-lab/6.1-bid-strategies.mdx
@@ -40,7 +40,7 @@ The actionable version: set a defensible maximum bid based on your maximum-CPC m
 - Broad match discovery campaigns with intentionally low bids
 
 **The upside**:
-- Maximum cost predictability: you never pay more than your set bid
+- Maximum cost predictability: no real-time algorithmic increases based on conversion likelihood. Your base bid is the ceiling, unless you've also layered a placement adjustment on top of it, which applies regardless of bid strategy
 - Easy to model profitability: bid $1.00, CVR 10%, cost per order ~$10
 - Simple to explain to clients or stakeholders
 
@@ -55,7 +55,7 @@ The actionable version: set a defensible maximum bid based on your maximum-CPC m
 
 ## Strategy 2: Dynamic Bids, Up and Down (The Surge Pricing)
 
-**What it does**: Amazon adjusts your bid both up AND down based on conversion likelihood. If a click looks highly likely to convert, Amazon may increase your bid, up to 100% for standard placements, up to 900% at top-of-search with placement adjustments. If the click looks unlikely to convert, Amazon reduces your bid.
+**What it does**: Amazon adjusts your bid both up AND down based on conversion likelihood. If a click looks highly likely to convert, the dynamic strategy itself can increase your bid, up to 100% at top-of-search and up to 50% at other placements. If the click looks unlikely to convert, Amazon reduces your bid. This is separate from placement adjustments (a manual multiplier of up to 900% you can layer on top for any bid strategy), which stack with whatever the dynamic strategy does.
 
 **When to use it**:
 - You have conversion data (2+ weeks of history)
@@ -90,7 +90,7 @@ The actionable version: set a defensible maximum bid based on your maximum-CPC m
 - You've had bad experiences with Dynamic Up and Down overspending
 
 **The upside**:
-- You'll never pay more than your set bid, guaranteed
+- The dynamic strategy itself never increases your bid above what you set, guaranteed. A placement adjustment you've layered on top is a separate control and still applies regardless of this bid strategy
 - Amazon reduces bids on low-conversion opportunities, saving budget
 - Good middle ground between Fixed and Dynamic Up/Down
 
@@ -129,9 +129,9 @@ Before looking at the framework below, think about these scenarios yourself:
 
 Your strategy directly impacts your ACoS:
 
-**Fixed Bids** → ACoS is relatively predictable. If you set your bid at your maximum CPC for a target ACoS, actual ACoS hovers around that target. Risk: lower volume.
+**Fixed Bids** → ACoS tends to be predictable. If you set your bid at your maximum CPC for a target ACoS, actual ACoS tends to hover near that target, though CVR shifts or auction mix changes can still move it. Risk: lower volume.
 
-**Dynamic Down Only** → ACoS should be equal to or better than Fixed Bids. Same or lower spend + similar or better sales = lower ACoS.
+**Dynamic Down Only** → ACoS tends to be equal to or better than Fixed Bids, since Amazon is only ever pulling your bid down on weaker opportunities, never up. It's a tendency worth confirming with your own data, not a guarantee, since conversion mix still varies day to day.
 
 **Dynamic Up and Down** → ACoS can go either way. More sales (good) but higher average CPC. If additional sales come from high-converting placements, ACoS improves. If from marginal placements, ACoS worsens.
 
diff --git a/content/curriculum/modules/6-bidding-lab/6.2-placement-adjustments.mdx b/content/curriculum/modules/6-bidding-lab/6.2-placement-adjustments.mdx
index bb98c06..d541ff3 100755
--- a/content/curriculum/modules/6-bidding-lab/6.2-placement-adjustments.mdx
+++ b/content/curriculum/modules/6-bidding-lab/6.2-placement-adjustments.mdx
@@ -24,9 +24,9 @@ Amazon lets you set adjustments for three placement categories:
 
 **Product Pages**: Your ad appears on other products' detail pages in the "Sponsored products related to this item" section. Lower CTR than top-of-search, but CVR can be solid when you're on complementary products.
 
-**Rest of Search**: Everything else, middle and bottom of pages, page 2+. No adjustment available. This is the default placement.
+**Rest of Search**: Everything else, middle and bottom of pages, page 2+. This used to have no adjustment available, but Amazon added Rest of Search bid adjustments for Sponsored Products in 2024. Check your campaign's placement settings; if your account has it, you can raise bids here too, not just leave the base bid unadjusted.
 
-> **Tip**: You can't set negative adjustments. There's no way to pay less for a placement. Adjustments only go up. If you don't set one, your base bid applies everywhere.
+> **Tip**: You can't set negative adjustments. There's no way to pay less for a placement. Adjustments only go up from your base bid, for whichever placements your account allows adjusting. If you leave a placement's adjustment unset, your base bid applies there.
 
 ## How Adjustments Actually Work
 
@@ -109,7 +109,7 @@ You've halved your traffic. This makes sense only if top-of-search converts at 2
 
 ## Key Takeaways
 
-- Top-of-search is the most valuable placement: 2–3x higher CTR and CVR
+- Top-of-search is usually the most valuable placement, but the exact CTR and CVR lift over other placements varies by product and campaign. Check your own Placement Report before assuming a specific multiple
 - Placement adjustments are percentage increases that only raise bids for specific spots
 - Combined with Dynamic Up and Down, adjustments create multiplicative effects (up to 20x)
 - Always calculate your maximum possible CPC before setting adjustments
diff --git a/content/curriculum/modules/7-search-term-triage/7.1-search-term-analysis.mdx b/content/curriculum/modules/7-search-term-triage/7.1-search-term-analysis.mdx
index 9cfc292..4edf337 100755
--- a/content/curriculum/modules/7-search-term-triage/7.1-search-term-analysis.mdx
+++ b/content/curriculum/modules/7-search-term-triage/7.1-search-term-analysis.mdx
@@ -10,11 +10,11 @@ xpReward: 125
 
 # Search Term Analysis: Reading the Data
 
-Imagine checking your bank statement and finding $200 charged by a subscription you forgot about. You'd cancel it immediately, right? That's exactly what search term analysis is for your ad campaigns — finding the hidden charges draining your budget and killing them.
+Imagine checking your bank statement and finding $200 charged by a subscription you forgot about. You'd cancel it immediately, right? That's exactly what search term analysis does for your ad campaigns. It finds the hidden charges draining your budget and kills them.
 
-Your campaigns are running, clicks are coming in, and Amazon is collecting data. But data without analysis is just noise. Search term analysis is the process of examining what shoppers actually typed before clicking your ad — and using that information to make your campaigns more efficient and profitable.
+Your campaigns are running, clicks are coming in, and Amazon is collecting data. But data without analysis is just noise. Search term analysis is the process of examining what shoppers actually typed before clicking your ad, then using that information to make your campaigns more efficient and profitable.
 
-> 🎯 **Analogy**: Keywords are the fishing lures you throw into the water. Search terms are the fish that actually bite. Some of those fish are exactly what you wanted. Others are old boots, sticks, and things you'd rather not catch. Your job is to identify which lures catch real fish — and which ones are catching trash.
+> **Analogy**: Keywords are the fishing lures you throw into the water. Search terms are the fish that actually bite. Some of those fish are exactly what you wanted. Others are old boots, sticks, and things you'd rather not catch. Your job is to identify which lures catch real fish, and which ones are catching trash.
 
 ## Keywords vs. Search Terms
 
@@ -24,7 +24,7 @@ This distinction is fundamental and often confused:
 
 **Search terms** are what shoppers actually typed. Your "coffee maker" keyword might trigger your ad for searches like "coffee maker with grinder," "coffee maker for office," "keurig coffee maker," or even "coffee maker repair parts." Some of these are great. Some are irrelevant. Some are actively harmful.
 
-> 📌 **Key Takeaway**: The gap between keywords and search terms is where all your optimization opportunity lives. You chose 50 keywords, but those keywords triggered your ad for 500 different search terms. Your job is to find the 100 that convert and eliminate the 400 that waste money.
+> **Key Takeaway**: The gap between keywords and search terms is where all your optimization opportunity lives. You chose 50 keywords, but those keywords triggered your ad for 500 different search terms. Your job is to find the 100 that convert and eliminate the 400 that waste money.
 
 ## The Search Term Report
 
@@ -35,30 +35,30 @@ Amazon provides search term data at the ad group level. For each search term, yo
 | Search term | The exact phrase the shopper typed |
 | Impressions | How many times your ad showed for this term |
 | Clicks | How many shoppers clicked |
-| CTR | Click-to-impression ratio — relevance signal |
+| CTR (click-through rate) | Click-to-impression ratio, a relevance signal |
 | Spend | How much you spent on this term |
 | Attributed sales | Revenue generated from clicks on this term |
 | Attributed orders | Number of orders |
-| ACoS | Spend ÷ Sales — efficiency for this specific term |
-| ROAS | Sales ÷ Spend — return perspective |
+| ACoS (advertising cost of sales) | Spend ÷ Sales, efficiency for this specific term |
+| ROAS (return on ad spend) | Sales ÷ Spend, a return perspective |
 
-> ⚠️ **Watch out**: Attribution windows aren't a fixed number you can memorize — they vary by ad product, campaign, and account eligibility, and Amazon can change them. Check your account's current reporting window before you draw conclusions. Whatever the window is, if a shopper clicks your ad, leaves, and buys after it closes, that sale won't show up in your report. Your reported ACoS is almost always slightly higher than your true ACoS as a result.
+> **Watch out**: Attribution windows aren't a fixed number you can memorize. They vary by ad product, campaign, and account eligibility, and Amazon can change them. Check your account's current reporting window before you draw conclusions. Whatever the window is, if a shopper clicks your ad, leaves, and buys after it closes, that sale won't show up in your report. Your reported ACoS is almost always slightly higher than your true ACoS as a result.
 
 ## The Five Categories of Search Terms
 
 Every search term in your report falls into one of five categories. Learning to quickly sort terms into these buckets is the core skill of search term analysis.
 
-### Category 1: Winners (Harvest These) 🏆
+### Category 1: Winners (Harvest These)
 
-**Profile**: High CTR, strong CVR, low ACoS. These terms are generating profitable sales.
+**Profile**: High CTR, strong CVR (conversion rate), low ACoS. These terms are generating profitable sales.
 
 **Action**: Add them as exact match keywords in your exact match campaign. This gives you direct bid control rather than letting them compete in broad/phrase campaigns where they share budget with less efficient terms.
 
-**Example**: You're running "kitchen gadgets" as a broad match keyword. The search term "electric milk frother stainless steel" converts at 18% with 10% ACoS. Harvest it — add "electric milk frother stainless steel" as an exact match keyword with an aggressive bid.
+**Example**: You're running "kitchen gadgets" as a broad match keyword. The search term "electric milk frother stainless steel" converts at 18% with 10% ACoS. Harvest it by adding "electric milk frother stainless steel" as an exact match keyword with an aggressive bid.
 
-> 💡 **Tip**: Harvesting winners is the highest-ROI action in search term analysis. These terms already work — you're just giving them dedicated budget and control.
+> **Tip**: Harvesting winners is the highest-ROI action in search term analysis. These terms already work. You're just giving them dedicated budget and control.
 
-### Category 2: Potential (Monitor These) 🔍
+### Category 2: Potential (Monitor These)
 
 **Profile**: Decent CTR but low conversion rate, or good conversion rate but too few clicks to be confident.
 
@@ -66,31 +66,31 @@ Every search term in your report falls into one of five categories. Learning to
 
 **Example**: "portable milk frother" gets clicks but only 3% CVR after 20 clicks. It might improve with more data, or shoppers searching "portable" might want a different product. Give it time but set a decision deadline.
 
-### Category 3: Irrelevant (Negative These) 🚫
+### Category 3: Irrelevant (Negative These)
 
 **Profile**: Low CTR, no conversions, clearly unrelated to your product. These terms are draining your budget with zero return.
 
 **Action**: Add as negative keywords. Use negative exact for specific irrelevant terms, negative phrase for patterns.
 
-**Example**: You sell a premium milk frother. "cheap milk frother" triggers your ad but never converts — these shoppers want budget products. Add "cheap" as a negative phrase to block all "cheap [product]" variations.
+**Example**: You sell a premium milk frother. "cheap milk frother" triggers your ad but never converts. These shoppers want budget products. Add "cheap" as a negative phrase to block all "cheap [product]" variations.
 
-### Category 4: Cannibalizers (Think Carefully) 🤔
+### Category 4: Cannibalizers (Think Carefully)
 
 **Profile**: Terms where you're already ranking organically. Your ad is paying for a click you might have gotten for free.
 
-**Action**: This is nuanced. If the ad click displaces an organic click, you're wasting money. But if it brings in a shopper who wouldn't have scrolled to your organic position, it's incremental. Check your organic ranking — top 3? Consider reducing bids. Page 2+? The ad is adding value.
+**Action**: This is nuanced. If the ad click displaces an organic click, you're wasting money. But if it brings in a shopper who wouldn't have scrolled to your organic position, it's incremental. Check your organic ranking. Top 3? Consider reducing bids. Page 2+? The ad is adding value.
 
 **Example**: You rank #2 organically for "milk frother." Your ad also shows at the top. A shopper who would have found you organically clicks the ad instead. You paid $1.50 for a click you would have gotten for free.
 
-### Category 5: Surprises (Investigate These) 🎉
+### Category 5: Surprises (Investigate These)
 
 **Profile**: Unexpected search terms generating conversions. These are "happy accidents" that reveal new market opportunities.
 
 **Action**: Investigate why they're converting. If the logic makes sense, add as exact match keywords and consider new product positioning.
 
-**Example**: Your milk frother is converting for "latte art tool" — a term you never targeted. Shoppers are using your frother for latte art. This is a new keyword opportunity and possibly a new positioning angle.
+**Example**: Your milk frother is converting for "latte art tool," a term you never targeted. Shoppers are using your frother for latte art. This is a new keyword opportunity and possibly a new positioning angle.
 
-> 📌 **Key Takeaway**: Winners get harvested. Irrelevant terms get negatived. Potential terms get monitored. Cannibalizers need judgment calls. Surprises need investigation. That's the whole framework.
+> **Key Takeaway**: Winners get harvested. Irrelevant terms get negatived. Potential terms get monitored. Cannibalizers need judgment calls. Surprises need investigation. That's the whole framework.
 
 ## Statistical Confidence: Don't Guess, Measure
 
@@ -98,10 +98,10 @@ Don't make decisions on too little data. A search term with 3 clicks and 1 order
 
 **Minimum thresholds:**
 - **Add as exact match**: At least 15–20 clicks with conversion data
-- **Add as negative**: Fewer clicks needed — if clearly irrelevant with 5+ clicks and zero conversions, negative it now
+- **Add as negative**: Fewer clicks needed. If clearly irrelevant with 5+ clicks and zero conversions, negative it now
 - **Adjust bids**: At least 30 clicks for confidence in CVR estimates
 
-> 💡 **Tip**: The 30-click rule is your friend. Below 30 clicks, your CVR estimate has a margin of error of roughly ±20%. Above 100 clicks, it drops to ±10%. Be patient with small data sets — don't let excitement override statistics.
+> **Tip**: The 30-click rule is your friend. Below 30 clicks, your CVR estimate has a margin of error of roughly ±20%. Above 100 clicks, it drops to ±10%. Be patient with small data sets. Don't let excitement override statistics.
 
 ## The Weekly Optimization Cycle
 
@@ -111,41 +111,23 @@ Search term analysis is a weekly discipline, not a one-time task:
 
 **Tuesday**: Categorize the top 20 terms by spend. Identify winners to harvest, irrelevant terms to negative.
 
-**Wednesday**: Implement changes — add exact match keywords, add negatives, adjust bids.
+**Wednesday**: Implement changes. Add exact match keywords, add negatives, adjust bids.
 
 **Thursday**: Review campaigns that hit budget limits. Increase budgets for campaigns with good ACoS.
 
 **Friday**: Check for surprise search terms and new opportunities.
 
-> 🎯 **Analogy**: Think of this like a weekly grocery run for your campaigns. You're checking what's working (restock winners), what's expired (remove irrelevant terms), and what new products are worth trying (surprise terms). Skip a week and things pile up.
+> **Analogy**: Think of this like a weekly grocery run for your campaigns. You're checking what's working (restock winners), what's expired (remove irrelevant terms), and what new products are worth trying (surprise terms). Skip a week and things pile up.
 
 This cycle takes 30–60 minutes per week for a small-to-medium account. It's the single highest-ROI time you can spend on Amazon PPC.
 
-## Quick Self-Check
-
-1. A search term has 8 clicks and 2 orders. Should you add it as an exact match keyword?
-2. You find "free coffee maker" in your search term report with 15 clicks and 0 orders. What do you do?
-3. You rank #1 organically for a term and your ad also shows. Should you keep bidding on it?
-
-> 💡 **Answers**: 1. Not yet — wait for 15–20 clicks minimum. 2. Add "free" as a negative phrase immediately. 3. Probably not — check if the ad click is incremental or cannibalizing organic.
-
-## Key Takeaways
-
-- Keywords are what you target; search terms are what shoppers actually type — the gap is where optimization lives
-- Five categories: Winners (harvest), Potential (monitor), Irrelevant (negative), Cannibalizers (think), Surprises (investigate)
-- Don't make decisions on fewer than 15–20 clicks — statistical confidence matters
-- Search term analysis is a weekly discipline that takes 30–60 minutes
-- The search term report is the most valuable data source in Amazon PPC
-
----
-
 ## Amazon Ads Fact Card
 
 ```text
 Product or feature: Conversion attribution window
 What the learner can do: Read attributed sales/orders in the search term report, understanding they exclude sales outside the current window
 Who can access it: All Sponsored Products, Sponsored Brands, and Sponsored Display advertisers
-Retailer or marketplace scope: Amazon Advertising Console — window length varies by ad product, campaign, and eligibility; verify per account
+Retailer or marketplace scope: Amazon Advertising Console, window length varies by ad product, campaign, and eligibility; verify per account
 Official source URL: https://advertising.amazon.com/help/G3BB9TWP5KC375TJ
 Last verified: [content owner to fill in at rewrite time]
 Next review due: [content owner to fill in at rewrite time]
@@ -154,4 +136,22 @@ Owner: [content owner]
 
 ---
 
-*Next up: Negative Keywords — the most underused profit lever in Amazon PPC.*
+## Key Takeaways
+
+- Keywords are what you target; search terms are what shoppers actually type. The gap is where optimization lives
+- Five categories: Winners (harvest), Potential (monitor), Irrelevant (negative), Cannibalizers (think), Surprises (investigate)
+- Don't make decisions on fewer than 15–20 clicks. Statistical confidence matters
+- Search term analysis is a weekly discipline that takes 30–60 minutes
+- The search term report is the most valuable data source in Amazon PPC
+
+## Quick check
+
+1. A search term has 8 clicks and 2 orders. Should you add it as an exact match keyword?
+2. You find "free coffee maker" in your search term report with 15 clicks and 0 orders. What do you do?
+3. You rank #1 organically for a term and your ad also shows. Should you keep bidding on it?
+
+**Answers:** (1) Not yet. Wait for 15–20 clicks minimum. (2) Add "free" as a negative phrase immediately. (3) Probably not. Check if the ad click is incremental or cannibalizing organic.
+
+## What to read next
+
+Next up is 7.2, Negative Keywords, the most underused profit lever in Amazon PPC.
diff --git a/content/curriculum/modules/7-search-term-triage/7.2-negative-keywords.mdx b/content/curriculum/modules/7-search-term-triage/7.2-negative-keywords.mdx
index 8129896..a4e6578 100755
--- a/content/curriculum/modules/7-search-term-triage/7.2-negative-keywords.mdx
+++ b/content/curriculum/modules/7-search-term-triage/7.2-negative-keywords.mdx
@@ -10,9 +10,9 @@ xpReward: 100
 
 # Negative Keywords: The Most Underused Profit Lever
 
-Most Amazon advertisers obsess over adding keywords. Far fewer focus on removing them. Negative keywords — the search terms you explicitly tell Amazon NOT to show your ad for — are the simplest, most direct way to reduce wasted ad spend. A single well-chosen negative keyword can save hundreds of dollars per month with zero downside.
+Most Amazon advertisers obsess over adding keywords. Far fewer focus on removing them. Negative keywords, the search terms you explicitly tell Amazon NOT to show your ad for, are the simplest, most direct way to reduce wasted ad spend. A single well-chosen negative keyword can save hundreds of dollars per month with zero downside.
 
-> 🎯 **Analogy**: Negative keywords are like a bouncer at the door of a nightclub. Without a bouncer, anyone can walk in — including people who will never buy a drink, cause problems, and take up space. A good bouncer keeps out the wrong crowd so the right crowd has a better experience. Your negative keywords keep out irrelevant shoppers so your budget goes toward the ones who actually convert.
+> **Analogy**: Negative keywords are like a bouncer at the door of a nightclub. Without a bouncer, anyone can walk in, including people who will never buy a drink, cause problems, and take up space. A good bouncer keeps out the wrong crowd so the right crowd has a better experience. Your negative keywords keep out irrelevant shoppers so your budget goes toward the ones who actually convert.
 
 ## What Are Negative Keywords?
 
@@ -22,26 +22,26 @@ A negative keyword prevents your ad from showing for searches containing that te
 
 **Negative phrase match**: Blocks any search containing the phrase. Adding "cheap" as negative phrase blocks every search with "cheap" anywhere in it.
 
-> 📌 **Key Takeaway**: Phrase match gives broader protection but risks blocking relevant terms. Exact match is more precise but requires more entries. Choose based on whether you need a wide net or surgical precision.
+> **Key Takeaway**: Phrase match gives broader protection but risks blocking relevant terms. Exact match is more precise but requires more entries. Choose based on whether you need a wide net or surgical precision.
 
 ## The Business Case for Negatives
 
 Consider this scenario. You sell a premium milk frother at $39.99. Your broad match campaign targets "milk frother" and generates traffic for many search terms over 30 days:
 
-| Search Term | Clicks | CPC | Spend | Orders | Sales | ACoS |
+| Search Term | Clicks | CPC (cost per click) | Spend | Orders | Sales | ACoS (advertising cost of sales) |
 |-------------|--------|-----|-------|--------|-------|------|
-| milk frother | 150 | $1.20 | $180 | 18 | $720 | 25% ✅ |
-| electric milk frother | 80 | $1.10 | $88 | 12 | $480 | 18% ✅ |
-| cheap milk frother | 45 | $0.90 | $41 | 0 | $0 | N/A ❌ |
-| milk frother for kids | 30 | $1.00 | $30 | 0 | $0 | N/A ❌ |
-| milk frother replacement parts | 25 | $1.35 | $34 | 0 | $0 | N/A ❌ |
-| milk frother battery operated | 20 | $0.85 | $17 | 1 | $40 | 43% ❌ |
+| milk frother | 150 | $1.20 | $180 | 18 | $720 | 25% (profitable) |
+| electric milk frother | 80 | $1.10 | $88 | 12 | $480 | 18% (profitable) |
+| cheap milk frother | 45 | $0.90 | $41 | 0 | $0 | N/A (no return) |
+| milk frother for kids | 30 | $1.00 | $30 | 0 | $0 | N/A (no return) |
+| milk frother replacement parts | 25 | $1.35 | $34 | 0 | $0 | N/A (no return) |
+| milk frother battery operated | 20 | $0.85 | $17 | 1 | $40 | 43% (unprofitable) |
 
-"cheap milk frother," "milk frother for kids," and "milk frother replacement parts" generated **$105 in spend with zero return**. Three negative keywords — "cheap," "kids," and "replacement parts" — immediately save $105/month. That's $1,260 per year of pure profit recovered with zero effort.
+"cheap milk frother," "milk frother for kids," and "milk frother replacement parts" generated **$105 in spend with zero return**. Three negative keywords, "cheap," "kids," and "replacement parts," immediately save $105/month. That's $1,260 per year of pure profit recovered with zero effort.
 
-Now multiply this across all your campaigns. Negative keywords often reduce total spend by 15–25% with zero impact on sales — the very definition of free money.
+Now multiply this across all your campaigns. Negative keywords often reduce total spend by 15–25% with zero impact on sales, the very definition of free money.
 
-> 💡 **Tip**: Negative keywords are the highest-ROI optimization you can make. They take 5 minutes to implement and save money every single day after.
+> **Tip**: Negative keywords are the highest-ROI optimization you can make. They take 5 minutes to implement and save money every single day after.
 
 ## Building a Negative Keyword Strategy
 
@@ -49,15 +49,15 @@ Now multiply this across all your campaigns. Negative keywords often reduce tota
 
 Review your search term report and look for patterns of irrelevant traffic:
 
-**Price-related**: "cheap," "budget," "inexpensive," "discount," "clearance" — if you sell premium products, these shoppers won't buy.
+**Price-related**: "cheap," "budget," "inexpensive," "discount," "clearance." If you sell premium products, these shoppers won't buy.
 
-**Demographic mismatch**: "kids," "children," "toddler," "baby" — if your product isn't designed for children.
+**Demographic mismatch**: "kids," "children," "toddler," "baby." If your product isn't designed for children.
 
-**Intent mismatch**: "repair," "replacement parts," "how to fix," "DIY" — these shoppers want to fix something, not buy new.
+**Intent mismatch**: "repair," "replacement parts," "how to fix," "DIY." These shoppers want to fix something, not buy new.
 
-**Feature mismatch**: "battery operated," "manual," "hand crank" — if your product is electric and these shoppers want something different.
+**Feature mismatch**: "battery operated," "manual," "hand crank." If your product is electric and these shoppers want something different.
 
-**Brand-specific**: "Nespresso," "Keurig," "Breville" — shoppers searching for a specific brand rarely switch.
+**Brand-specific**: "Nespresso," "Keurig," "Breville." Shoppers searching for a specific brand rarely switch.
 
 ### Step 2: Choose Match Type Strategically
 
@@ -88,15 +88,15 @@ Most negatives should be campaign-level.
 
 **Pitfall 4: Not reviewing periodically.** Search trends change. A negative that made sense 6 months ago might be blocking valuable traffic today. Review quarterly.
 
-**Pitfall 5: Using negatives instead of bid adjustments.** If a search term is relevant but expensive, don't negative it — lower your bid. Negatives are for irrelevant traffic, not expensive-but-relevant traffic.
+**Pitfall 5: Using negatives instead of bid adjustments.** If a search term is relevant but expensive, don't negative it, lower your bid instead. Negatives are for irrelevant traffic, not expensive-but-relevant traffic.
 
-> ⚠️ **Watch out**: Pitfall 5 is the most common strategic error. A term with 15% CVR but high CPC isn't irrelevant — it's just expensive. Lower the bid, don't kill the term.
+> **Watch out**: Pitfall 5 is the most common strategic error. A term with 15% CVR (conversion rate) but high CPC isn't irrelevant. It's just expensive. Lower the bid, don't kill the term.
 
 ## Negative Keyword Research Methods
 
 Beyond your search term report, try these:
 
-**Amazon search suggestions**: Type your main keyword into Amazon's search bar and note autocomplete suggestions. "Milk frother" suggests "milk frother for kids," "milk frother cheap" — potential negatives if irrelevant.
+**Amazon search suggestions**: Type your main keyword into Amazon's search bar and note autocomplete suggestions. "Milk frother" suggests "milk frother for kids," "milk frother cheap," potential negatives if irrelevant.
 
 **Competitor product pages**: Check "Customers also bought" sections. Products from different categories represent negative keyword opportunities.
 
@@ -106,16 +106,16 @@ Beyond your search term report, try these:
 
 You sell a $45 premium electric milk frother. Here are the search terms from this week's report that generated 5+ clicks with zero conversions:
 
-1. "cheap milk frother" — 12 clicks, 0 orders
-2. "milk frother for kids" — 8 clicks, 0 orders
-3. "manual milk frother" — 7 clicks, 0 orders
-4. "milk frother replacement parts" — 6 clicks, 0 orders
-5. "nespresso milk frother" — 9 clicks, 0 orders
-6. "milk frother recipe book" — 5 clicks, 0 orders
+1. "cheap milk frother," 12 clicks, 0 orders
+2. "milk frother for kids," 8 clicks, 0 orders
+3. "manual milk frother," 7 clicks, 0 orders
+4. "milk frother replacement parts," 6 clicks, 0 orders
+5. "nespresso milk frother," 9 clicks, 0 orders
+6. "milk frother recipe book," 5 clicks, 0 orders
 
 **Your task**: Decide the negative match type for each. Which get negative phrase and which get negative exact?
 
-> 💡 **Suggested answers**: "cheap" (phrase), "kids" (phrase), "manual" (phrase — blocks "manual milk frother" and similar), "replacement parts" (phrase), "nespresso" (phrase), "recipe book" (phrase). All are patterns, not one-off terms, so phrase match gives broader protection.
+> **Suggested answers**: "cheap" (phrase), "kids" (phrase), "manual" (phrase, blocks "manual milk frother" and similar), "replacement parts" (phrase), "nespresso" (phrase), "recipe book" (phrase). All are patterns, not one-off terms, so phrase match gives broader protection.
 
 ## Measuring Impact
 
@@ -131,10 +131,21 @@ After adding negatives, compare before and after:
 - Sales: $1,450/week (3% decrease)
 - ACoS: 28%
 
-You saved $100/week while only losing $50 in sales — a net improvement of $50/week in profit and a 5-point ACoS improvement.
+You saved $100/week while only losing $50 in sales, a net improvement of $50/week in profit and a 5-point ACoS improvement.
 
-> 📌 **Key Takeaway**: Negative keywords are the simplest way to reduce wasted spend — often 15–25% reduction with zero sales impact. Use phrase for broad patterns, exact for precision. Review quarterly.
+> **Key Takeaway**: Negative keywords are the simplest way to reduce wasted spend, often 15–25% reduction with zero sales impact. Use phrase for broad patterns, exact for precision. Review quarterly.
 
 ---
 
-*Next up: STR Triage Prep — getting ready for the Search Term Triage tool, where you'll apply everything you've learned at scale.*
+## Quick check
+
+1. A search term gets 45 clicks and $41 in spend with zero orders. Is it a negative candidate?
+2. You want to block "cheap milk frother," "cheap kitchen gadgets," and every other "cheap [product]" search in one move. Negative exact or negative phrase?
+3. A term converts well but its CPC is high, pushing ACoS above target. Should you negative it?
+4. After adding negatives, weekly spend drops from $500 to $400 and sales drop from $1,500 to $1,450. Was that a good trade?
+
+**Answers:** (1) Yes. Zero orders on real spend with no conversions is a classic negative candidate. (2) Negative phrase. It blocks every search containing "cheap," which a negative exact wouldn't catch. (3) No. The term is relevant, just expensive. Lower the bid instead of negativing it. (4) Yes. Spend fell 20% while sales only fell 3%, a net gain in profit and a better ACoS.
+
+## What to read next
+
+Next up is 7.3, STR Triage Prep, getting ready for the Search Term Triage tool, where you'll apply everything you've learned at scale.
diff --git a/content/curriculum/modules/7-search-term-triage/7.3-str-triage-prep.mdx b/content/curriculum/modules/7-search-term-triage/7.3-str-triage-prep.mdx
index c06f285..2f15ded 100755
--- a/content/curriculum/modules/7-search-term-triage/7.3-str-triage-prep.mdx
+++ b/content/curriculum/modules/7-search-term-triage/7.3-str-triage-prep.mdx
@@ -12,15 +12,15 @@ xpReward: 100
 
 You've learned how to read search term data and how to use negative keywords. Now it's time to put it together: the **Search Term Triage** tool, where you'll analyze real search terms and make a decision for each one.
 
-> 🎯 **Analogy**: Triage is what emergency room doctors do when multiple patients arrive at once. They quickly assess who needs immediate care, who can wait, and who doesn't need treatment at all. You're doing the same thing with search terms — quickly deciding which ones deserve budget, which need adjustment, and which should be cut.
+> **Analogy**: Triage is what emergency room doctors do when multiple patients arrive at once. They quickly assess who needs immediate care, who can wait, and who doesn't need treatment at all. You're doing the same thing with search terms, quickly deciding which ones deserve budget, which need adjustment, and which should be cut.
 
 ## The Five Actions
 
 For each search term in the tool, you have five options:
 
-### Action 1: Keep ✅
+### Action 1: Keep
 
-**When to use**: The term is performing well — good CTR, acceptable ACoS, generating profitable sales. No changes needed.
+**When to use**: The term is performing well: good CTR (click-through rate), acceptable ACoS (advertising cost of sales), generating profitable sales. No changes needed.
 
 **Decision criteria**:
 - ACoS at or below your target
@@ -28,9 +28,9 @@ For each search term in the tool, you have five options:
 - Generating consistent orders
 - No relevance issues
 
-> 💡 **Tip**: "Keep" doesn't mean "ignore." Keep means the term is doing its job. Revisit it next week to make sure it's still performing.
+> **Tip**: "Keep" doesn't mean "ignore." Keep means the term is doing its job. Revisit it next week to make sure it's still performing.
 
-### Action 2: Harvest to Exact 🏆
+### Action 2: Harvest to Exact
 
 **When to use**: The term is performing well but currently only triggering through broad or phrase match. Harvesting gives you direct bid control and budget priority.
 
@@ -42,19 +42,19 @@ For each search term in the tool, you have five options:
 
 When you harvest, also consider adding the term as a negative in the broad/phrase campaign to prevent the two campaigns from competing for the same search.
 
-### Action 3: Decrease Bid 📉
+### Action 3: Decrease Bid
 
 **When to use**: The term is relevant and generating sales, but ACoS is above target because the bid is too high.
 
 **Decision criteria**:
 - Term is relevant to your product
 - Generating orders, but ACoS exceeds target
-- CVR is reasonable (above 3–5%)
+- CVR (conversion rate) is reasonable (above 3–5%)
 - Reducing bid by 20–30% could bring ACoS below target
 
-**How much**: Calculate target CPC = `Price × CVR × Target ACoS`. If your current CPC is above this, reduce accordingly.
+**How much**: Calculate target CPC (cost per click) = `Price × CVR × Target ACoS`. If your current CPC is above this, reduce accordingly.
 
-### Action 4: Add Negative Keyword 🚫
+### Action 4: Add Negative Keyword
 
 **When to use**: The term is irrelevant and generating wasted spend with no prospect of improvement.
 
@@ -66,9 +66,9 @@ When you harvest, also consider adding the term as a negative in the broad/phras
 
 **Match type**: Negative exact for specific terms, negative phrase for broad patterns.
 
-### Action 5: Increase Bid 📈
+### Action 5: Increase Bid
 
-**When to use**: The term is high-potential — converting well and could capture more volume with a higher bid.
+**When to use**: The term is high-potential. It's converting well and could capture more volume with a higher bid.
 
 **Decision criteria**:
 - ACoS well below target (room to spend more per click)
@@ -78,7 +78,7 @@ When you harvest, also consider adding the term as a negative in the broad/phras
 
 **How much**: If current ACoS is 12% and target is 25%, you could roughly double your CPC. A typical increase is 20–50%.
 
-> 📌 **Key Takeaway**: Five actions cover every situation. The hard part isn't knowing what the actions are — it's reading the data quickly and choosing the right one. That's what practice builds.
+> **Key Takeaway**: Five actions cover every situation. The hard part isn't knowing what the actions are. It's reading the data quickly and choosing the right one. That's what practice builds.
 
 ## The Decision Flowchart
 
@@ -96,19 +96,19 @@ For each search term, work through this:
      - Yes → Decrease Bid
      - No → After 10+ clicks? → Negative. Under 10 clicks? → Monitor.
 
-> 💡 **Tip**: When in doubt, look at relevance first. A term with terrible ACoS but high relevance just needs a lower bid. A term with great ACoS but low relevance is a ticking time bomb — it'll waste money as volume grows.
+> **Tip**: When in doubt, look at relevance first. A term with terrible ACoS but high relevance just needs a lower bid. A term with great ACoS but low relevance is a ticking time bomb. It'll waste money as volume grows.
 
 ## Reading the Data Grid Efficiently
 
 In the tool, you'll see a batch of search terms with metrics. Here's how to triage fast:
 
-**First pass — scan for obvious negatives**: Zero orders + high spend + irrelevant terms. Easy decisions, biggest cost savings.
+**First pass, scan for obvious negatives**: Zero orders + high spend + irrelevant terms. Easy decisions, biggest cost savings.
 
-**Second pass — identify winners**: Low ACoS + consistent orders. These get harvested or bid increases.
+**Second pass, identify winners**: Low ACoS + consistent orders. These get harvested or bid increases.
 
-**Third pass — handle the middle**: Orders but high ACoS → decrease bid. Potential but low data → monitor.
+**Third pass, handle the middle**: Orders but high ACoS → decrease bid. Potential but low data → monitor.
 
-> 🎯 **Analogy**: Think of it like sorting laundry. First you pull out the obvious darks and whites (easy negatives and clear winners). Then you sort the colors (the nuanced middle). Don't try to sort everything at once — batch similar decisions.
+> **Analogy**: Think of it like sorting laundry. First you pull out the obvious darks and whites (easy negatives and clear winners). Then you sort the colors (the nuanced middle). Don't try to sort everything at once. Batch similar decisions.
 
 **Efficiency tip**: Start with highest-spend terms. A 50% ACoS on $100 of spend wastes $50. A 50% ACoS on $10 only wastes $5. Prioritize where the money is.
 
@@ -116,7 +116,7 @@ In the tool, you'll see a batch of search terms with metrics. Here's how to tria
 
 **Negativing too aggressively.** Not every underperforming term should be negatived. Some just need lower bids. Reserve negatives for genuinely irrelevant traffic.
 
-**Forgetting to harvest winners.** When a term performs well in broad match, the default action should be "harvest to exact" — not "keep." Keeping it in broad means it shares budget with less efficient terms.
+**Forgetting to harvest winners.** When a term performs well in broad match, the default action should be "harvest to exact," not "keep." Keeping it in broad means it shares budget with less efficient terms.
 
 **Ignoring CTR.** Low CTR (below 0.3%) means shoppers see your ad and don't click. That's a strong relevance mismatch signal, even if the keyword seems relevant on paper.
 
@@ -124,34 +124,45 @@ In the tool, you'll see a batch of search terms with metrics. Here's how to tria
 
 **Ignoring the ACoS target.** A 20% ACoS is great if your target is 25%, but terrible if your target is 15%. Always evaluate relative to the scenario's stated target.
 
-> ⚠️ **Watch out**: The #1 triage mistake is being too aggressive with negatives on terms that are relevant but just expensive. If a term converts but costs too much, lower the bid — don't kill it.
+> **Watch out**: The #1 triage mistake is being too aggressive with negatives on terms that are relevant but just expensive. If a term converts but costs too much, lower the bid. Don't kill it.
 
 ## Try This: Quick Triage Practice
 
 You have 5 seconds per term. What's your action?
 
-1. "stainless steel milk frother" — ACoS 18%, 25 clicks, 4 orders, target ACoS 25%
-2. "cheap milk frother" — ACoS 0%, 12 clicks, 0 orders, target ACoS 25%
-3. "milk frother" — ACoS 35%, 40 clicks, 5 orders, target ACoS 25%, not exact match
-4. "electric milk frother" — ACoS 8%, 30 clicks, 8 orders, target ACoS 25%
-5. "milk frother for kids" — ACoS 0%, 6 clicks, 0 orders, target ACoS 25%
+1. "stainless steel milk frother," ACoS 18%, 25 clicks, 4 orders, target ACoS 25%
+2. "cheap milk frother," ACoS 0%, 12 clicks, 0 orders, target ACoS 25%
+3. "milk frother," ACoS 35%, 40 clicks, 5 orders, target ACoS 25%, not exact match
+4. "electric milk frother," ACoS 8%, 30 clicks, 8 orders, target ACoS 25%
+5. "milk frother for kids," ACoS 0%, 6 clicks, 0 orders, target ACoS 25%
 
-> 💡 **Answers**: 1. Keep (or harvest if not exact — performing well). 2. Negative (irrelevant, zero conversions). 3. Decrease bid (relevant but ACoS above target). 4. Harvest to exact (strong performer, low ACoS). 5. Keep for now (under 10 clicks — monitor before negativing).
+**Answers:** (1) Keep (or harvest if not exact, performing well). (2) Negative (irrelevant, zero conversions). (3) Decrease bid (relevant but ACoS above target). (4) Harvest to exact (strong performer, low ACoS). (5) Keep for now (under 10 clicks, monitor before negativing).
 
 ## Ready to Triage
 
 You've got everything you need:
 
-- ✅ You understand search term analysis and the five categories
-- ✅ You know negative keyword strategy and when to use it
-- ✅ You can calculate max CPC and know your bid ceiling
-- ✅ You have a decision flowchart for every situation
-- ✅ You know to triage by highest-spend terms first
+- You understand search term analysis and the five categories
+- You know negative keyword strategy and when to use it
+- You can calculate max CPC and know your bid ceiling
+- You have a decision flowchart for every situation
+- You know to triage by highest-spend terms first
 
-> 📌 **Key Takeaway**: Search Term Triage is the most data-intensive tool on the platform. It tests everything you've learned — metrics, analysis, bid math, and judgment. Master this and you're ready to manage real Amazon PPC campaigns.
+> **Key Takeaway**: Search Term Triage is the most data-intensive tool on the platform. It tests everything you've learned: metrics, analysis, bid math, and judgment. Master this and you're ready to manage real Amazon PPC campaigns.
 
-Open the Search Term Triage tool when you're ready. Triage each term with purpose. Good luck!
+Open the Search Term Triage tool when you're ready. Triage each term with purpose.
 
----
+After the scenario, review your scoring breakdown. Triage is where analytical skill meets speed. If you can triage a batch of terms accurately, you can handle any real-world search term report with confidence.
+
+## Quick check
+
+1. A search term is irrelevant, has 12 clicks, and 0 orders. Which of the five actions fits?
+2. A term is already exact match, ACoS is well below target, and CTR is strong. Which action fits?
+3. Which action needs at least 15–20 clicks of data before you take it?
+4. A term is relevant, generates orders, but ACoS is above target. What do you do to the bid?
+
+**Answers:** (1) Add Negative Keyword. (2) Increase Bid, there's room to spend more per click on a strong performer. (3) Harvest to Exact. (4) Decrease it. Don't negative a term that's relevant and converting, just expensive.
+
+## What to read next
 
-*After the scenario, review your scoring breakdown. Triage is where analytical skill meets speed. If you can triage a batch of terms accurately, you can handle any real-world search term report with confidence.*
+That's Module 7 complete. Module 8, Competitive Intelligence, is next, starting with 8.1, Brand Analytics.
diff --git a/content/curriculum/modules/8-competitive-intelligence/8.1-brand-analytics.mdx b/content/curriculum/modules/8-competitive-intelligence/8.1-brand-analytics.mdx
index d951cb6..53f626c 100644
--- a/content/curriculum/modules/8-competitive-intelligence/8.1-brand-analytics.mdx
+++ b/content/curriculum/modules/8-competitive-intelligence/8.1-brand-analytics.mdx
@@ -9,35 +9,35 @@ estimatedMinutes: 9
 xpReward: 60
 ---
 
-## 🎯 The Why
+## The Why
 
 > "In the trenches of Amazon PPC, the difference between a good campaign and a great one often comes down to what you know about your competitors that they don't know about you. Brand Analytics is your window into their playbook."
 
-A seasoned PPC manager once told me: "I don't need to guess what keywords work — Brand Analytics shows me exactly what customers are searching for, what else they're buying, and which competitors are winning the click."
+A seasoned PPC manager once told me: "I don't need to guess what keywords work. Brand Analytics shows me exactly what customers are searching for, what else they're buying, and which competitors are winning the click."
 
 For a Filipino VA managing ₱50k–₱100k/month in ad spend, Brand Analytics is the difference between flying blind and having radar.
 
 ---
 
-## 📊 What Is Brand Analytics?
+## What Is Brand Analytics?
 
-Amazon Brand Analytics (ABA) is a set of reports available to Brand Registered sellers. It gives you direct insight into customer search behavior, shopping patterns, and the competitive landscape — data that non-brand-registered sellers can't see.
+Amazon Brand Analytics (ABA) is a set of reports available to Brand Registered sellers. It gives you direct insight into customer search behavior, shopping patterns, and the competitive landscape, data that non-brand-registered sellers can't see.
 
 ### Key Reports
 
 | Report | What It Shows | PPC Use Case |
 |--------|--------------|--------------|
 | **Search Frequency** | Top search terms ranked by frequency | Benchmark your keyword targeting against actual customer demand |
-| **Click Share & Conversion Share** | Your brand's CTR and CVR vs top 3 competitors per ASIN | Identify where competitors are outperforming you |
+| **Click Share & Conversion Share** | Your brand's CTR (click-through rate) and CVR (conversion rate) vs top 3 competitors per ASIN (Amazon's product ID) | Identify where competitors are outperforming you |
 | **Market Basket Analysis** | Products frequently bought together with yours | Cross-sell targeting and product placement strategy |
 | **Item Comparison** | Which products customers compare yours against | Direct competitor identification for product targeting |
 | **Demographics** | Age, income, education of your customers | Audience targeting refinement |
 
 ---
 
-## 🔍 Search Frequency Report
+## Search Frequency Report
 
-This is the single most valuable report for PPC optimization — and the most underused by junior optimizers.
+This is the single most valuable report for PPC optimization, and the most underused by junior optimizers.
 
 ### How to Read It
 
@@ -62,26 +62,26 @@ In the **kitchen gadgets** category, these terms appeared in the top 100 that ma
 
 | Search Term | Frequency Rank | Opportunity |
 |-------------|:-------------:|-------------|
-| "garlic press dishwasher safe" | #47 | Neglected long-tail — low competition, high purchase intent |
-| "easy clean kitchen gadgets" | #62 | Rising trend — seasonal opportunity |
-| "housewarming gift kitchen set" | #88 | Occasion-based — audience expansion |
+| "garlic press dishwasher safe" | #47 | Neglected long-tail, low competition, high purchase intent |
+| "easy clean kitchen gadgets" | #62 | Rising trend, seasonal opportunity |
+| "housewarming gift kitchen set" | #88 | Occasion-based, audience expansion |
 
 ---
 
-## 🧺 Market Basket Analysis
+## Market Basket Analysis
 
 This report shows what customers buy **in addition to** your product. It's gold for product targeting and cross-sell campaigns.
 
 ### How to Use It for PPC
 
-1. **Find complementary products** — If customers who buy your kitchen scale also buy measuring cups, target those ASINs
-2. **Build product targeting lists** — No more guessing which products to target; the data tells you
-3. **Create bundles** — Products frequently bought together make natural Sponsored Display targets
-4. **Identify seasonal patterns** — Market basket changes during holidays (e.g., kitchen gadgets + gift wrap)
+1. **Find complementary products.** If customers who buy your kitchen scale also buy measuring cups, target those ASINs
+2. **Build product targeting lists.** No more guessing which products to target; the data tells you
+3. **Create bundles.** Products frequently bought together make natural Sponsored Display targets
+4. **Identify seasonal patterns.** Market basket changes during holidays (e.g., kitchen gadgets + gift wrap)
 
 ---
 
-## 👥 Demographics Report
+## Demographics Report
 
 Amazon collects demographic data on shoppers. Use it to answer:
 
@@ -99,31 +99,38 @@ IF demographics show young buyers (18-25):
 
 IF demographics show high-income buyers:
   → Focus on premium positioning in ad copy
-  → Higher acceptable ACoS (they convert well)
+  → Higher acceptable ACoS (advertising cost of sales); they convert well
   → Test Sponsored Brands (brand-focused)
 ```
 
 ---
 
-## 💡 Pro Tips
+## Pro Tips
 
-- **Brand Registry is non-negotiable** — Without it, you can't access ABA. Register your brand before starting competitive analysis.
-- **Download monthly, not weekly** — Search frequency data changes slowly; weekly downloads waste time.
-- **Correlate with your ad console data** — Cross-reference ABA search terms with your campaign search term report. Terms in ABA but NOT in your report = missed opportunities.
-- **Check the Item Comparison report for product targeting** — The ASINs customers compare yours against are your #1 product targeting candidates.
+- **Brand Registry is non-negotiable.** Without it, you can't access ABA. Register your brand before starting competitive analysis.
+- **Download monthly, not weekly.** Search frequency data changes slowly; weekly downloads waste time.
+- **Correlate with your ad console data.** Cross-reference ABA search terms with your campaign search term report. Terms in ABA but NOT in your report = missed opportunities.
+- **Check the Item Comparison report for product targeting.** The ASINs customers compare yours against are your #1 product targeting candidates.
 
 ---
 
-## 📌 Key Takeaways
+## Key Takeaways
 
-1. Brand Analytics is your competitive intelligence radar — without it, you're optimizing in the dark
+1. Brand Analytics is your competitive intelligence radar. Without it, you're optimizing in the dark
 2. The Search Frequency Report reveals search demand your campaigns may be missing entirely
 3. Market Basket Analysis tells you exactly which products to target for Sponsored Display
 4. Demographics data helps tailor ad copy and bidding strategy to your actual audience
-5. Download and review ABA data at least monthly — integrate it into your optimization cadence
+5. Download and review ABA data at least monthly, integrate it into your optimization cadence
 
----
+## Quick check
+
+1. Your Search Frequency Report shows a top-100 term your campaigns don't target at all. What's the workflow to act on it?
+2. The Item Comparison report shows customers comparing your product against three other ASINs. What should you do with those ASINs?
+3. Market Basket Analysis shows your kitchen scale is frequently bought with measuring cups. What's the PPC use for that?
+4. Your demographics report shows mostly high-income buyers. What does that suggest about acceptable ACoS?
+
+**Answers:** (1) Check if you have a relevant product, then add the term to your campaigns if it fits, and repeat the cross-reference monthly. (2) Target them directly. Those ASINs are your top product-targeting candidates. (3) Target the measuring cups' ASINs for cross-sell and product-targeting campaigns. (4) A higher acceptable ACoS. High-income buyers tend to convert well.
 
-## ⏭ Next Up
+## What to read next
 
-Share of Voice Analysis — learn how to measure your share of impressions against competitors and use that data to make strategic bidding decisions.
+Next up is 8.2, Share of Voice Analysis. It covers how to measure your share of impressions against competitors and use that data to make strategic bidding decisions.
diff --git a/content/curriculum/modules/8-competitive-intelligence/8.2-share-of-voice.mdx b/content/curriculum/modules/8-competitive-intelligence/8.2-share-of-voice.mdx
index f33bb59..605d8ba 100644
--- a/content/curriculum/modules/8-competitive-intelligence/8.2-share-of-voice.mdx
+++ b/content/curriculum/modules/8-competitive-intelligence/8.2-share-of-voice.mdx
@@ -9,15 +9,15 @@ estimatedMinutes: 9
 xpReward: 60
 ---
 
-## 🎯 The Why
+## The Why
 
-> "Your competitor's impression share doesn't lie. If they're showing up for every search and you're not, it's not 'bad luck' — it's a strategic gap."
+> "Your competitor's impression share doesn't lie. If they're showing up for every search and you're not, it's not 'bad luck.' It's a strategic gap."
 
-I learned this lesson managing a portfolio of kitchen brands. One client's competitor was dominating every top-of-search placement. We dug into the data: their bids were consistently in the top 3, their listings converted better, and they had scheduled bid rules running to maximize peak hours. We couldn't outspend them — but we could outsmart them.
+I learned this lesson managing a portfolio of kitchen brands. One client's competitor was dominating every top-of-search placement. We dug into the data we could actually see: our own clicks, impressions, and conversions on the same search terms. Our numbers were weak enough, relative to the visibility that competitor held, that a stronger listing on their end was the likely explanation, alongside consistently high bids and scheduled bid rules running to maximize peak hours. We couldn't outspend them, but we could outsmart them.
 
 ---
 
-## 📐 What Is Share of Voice?
+## What Is Share of Voice?
 
 Share of Voice (SOV) measures your brand's share of total ad impressions in a given market segment. It answers: "When customers search for terms in my category, how often do they see MY ad vs. competitors'?"
 
@@ -37,14 +37,14 @@ The rest of this lesson covers where that estimate for "total category impressio
 
 ---
 
-## 📊 The SOV Spectrum
+## The SOV Spectrum
 
 This lesson uses one three-tier scale throughout. Use it to classify any SOV estimate you calculate:
 
 ```
-SOV < 15%:    Contender — many competitors, no dominant player, room to grow
-SOV 15-35%:   Established — a significant, defensible position
-SOV > 35%:    Dominant — you lead the category
+SOV < 15%:    Contender, many competitors, no dominant player, room to grow
+SOV 15-35%:   Established, a significant, defensible position
+SOV > 35%:    Dominant, you lead the category
 ```
 
 ### SOV and strategy
@@ -53,11 +53,11 @@ SOV > 35%:    Dominant — you lead the category
 |-----------|----------|----------|
 | Under 15% | Contender | Grow aggressively, test new segments |
 | 15-35% | Established | Defend share, optimize for profitability |
-| Over 35% | Dominant | Maximize ROAS, shift budget to new segments |
+| Over 35% | Dominant | Maximize ROAS (return on ad spend), shift budget to new segments |
 
 ---
 
-## 🔬 Calculating Your SOV
+## Calculating Your SOV
 
 ### Method 1: Brand Analytics (Most Accurate)
 
@@ -85,66 +85,81 @@ Amazon Ads doesn't offer a self-serve bid simulator for Sponsored Products. You
 
 ---
 
-## 🎯 Strategic Positioning Based on SOV
+## Strategic Positioning Based on SOV
 
-### Scenario A: Low SOV (< 15%) — The Contender
+### Scenario A: The Contender (Low SOV, under 15%)
 
 **Your Strategy:**
-```
-✅ Target competitor brand terms (where they're weak)
-✅ Focus on long-tail keywords (less contested)
-✅ Use Product Targeting against competitor ASINs
-✅ Keep bids competitive but don't overpay
-⛔ Don't try to win every auction
-```
+- Target competitor brand terms (where they're weak)
+- Focus on long-tail keywords (less contested)
+- Use Product Targeting against competitor ASINs (Amazon's product IDs)
+- Keep bids competitive but don't overpay
+- Don't try to win every auction
 
-### Scenario B: Medium SOV (15-35%) — The Established Player
+### Scenario B: The Established Player (Medium SOV, 15-35%)
 
 **Your Strategy:**
-```
-✅ Maintain Top of Search presence for core terms
-✅ Defend against competitor conquesting
-✅ Optimize for conversion rate (not just impressions)
-✅ Test Sponsored Brands for brand defense
-✅ Expand into adjacent keyword segments
-```
+- Maintain Top of Search presence for core terms
+- Defend against competitor conquesting
+- Optimize for conversion rate (not just impressions)
+- Test Sponsored Brands for brand defense
+- Expand into adjacent keyword segments
 
-### Scenario C: High SOV (> 35%) — The Dominant Player
+### Scenario C: The Dominant Player (High SOV, over 35%)
 
 **Your Strategy:**
-```
-✅ Focus on ROAS, not impression growth
-✅ Reduce bids on terms where you have natural advantage
-✅ Transfer budget to new/experimental segments
-✅ Use Sponsored Display for retargeting
-⛔ Avoid over-investing in already-won placements
-```
+- Focus on ROAS, not impression growth
+- Reduce bids on terms where you have natural advantage
+- Transfer budget to new/experimental segments
+- Use Sponsored Display for retargeting
+- Avoid over-investing in already-won placements
 
 ---
 
-## 📈 SOV Trend Analysis
+## SOV Trend Analysis
 
 Track SOV monthly and look for trends:
 
 | Trend | Signal | Action |
 |-------|--------|--------|
-| 📈 Rising | Your strategy is working | Double down on what's working |
-| 📉 Falling | Competitors gaining ground | Investigate which competitors and why |
-| ↔️ Flat (low) | Stuck in contested space | Need new keyword segments |
-| ↔️ Flat (high) | Market saturated | Optimize for efficiency |
+| Rising | Your strategy is working | Double down on what's working |
+| Falling | Competitors gaining ground | Investigate which competitors and why |
+| Flat (low) | Stuck in contested space | Need new keyword segments |
+| Flat (high) | Market saturated | Optimize for efficiency |
 
 ---
 
-## 💡 Pro Tips
+## Pro Tips
 
-- **SOV changes slowly** — Don't optimize daily. Monthly tracking is sufficient.
-- **Focus on Top of Search SOV** — This is where the majority of clicks happen. Rest of Search matters less.
-- **Alerts matter** — If your SOV drops 10%+ in a week, investigate immediately (could be an out-of-budget issue or competitor entering the market).
-- **Correlate SOV with sales rank** — If SOV goes up but sales rank doesn't, your ad-to-purchase conversion may have a leak.
-- **Use SOV to set bids** — Higher SOV terms can often sustain lower bids due to brand familiarity and repeat purchases.
+- **SOV changes slowly.** Don't optimize daily. Monthly tracking is sufficient.
+- **Focus on Top of Search SOV.** This is where the majority of clicks happen. Rest of Search matters less.
+- **Alerts matter.** If your SOV drops 10%+ in a week, investigate immediately (could be an out-of-budget issue or competitor entering the market).
+- **Correlate SOV with sales rank.** If SOV goes up but sales rank doesn't, your ad-to-purchase conversion may have a leak.
+- **Use SOV to set bids.** Higher SOV terms can often sustain lower bids due to brand familiarity and repeat purchases.
 
 ---
 
+## Key Takeaways
+
+1. Share of Voice measures your ad presence relative to competitors in a market segment
+2. Low SOV means opportunity for growth; high SOV means it's time to optimize for efficiency
+3. Brand Analytics provides the most accurate SOV data; campaign reports are a workable alternative
+4. Strategic positioning changes based on your SOV. A contender shouldn't spend like a dominant player
+5. Track SOV monthly and investigate any sharp drops immediately
+
+## Quick check
+
+1. Your SOV estimate for a keyword comes out to 22%. Contender, Established, or Dominant?
+2. Amazon doesn't give you total category impressions directly. What do you do instead of pulling a report for it?
+3. Your SOV is 40% in your main category. Should you keep pushing for more impression share or shift budget elsewhere?
+4. Your SOV drops 12% in one week. How fast should you investigate?
+
+**Answers:** (1) Established (15-35%). (2) Build an estimate, using Brand Analytics, campaign reports, or a bid-ceiling test, rather than expecting a pullable report. (3) Shift budget. At Dominant (over 35%), the priority is ROAS and new segments, not more impression growth. (4) Immediately. A 10%+ weekly drop is a signal to investigate right away, not wait for the monthly review.
+
+## What to read next
+
+Next up is 8.3, Competitor Benchmarking. It turns your competitive intelligence into actionable campaign adjustments.
+
 ## Fact card
 
 ```text
@@ -158,18 +173,4 @@ Next review due: pending content-owner review
 Owner: Ryan Roland Dabao
 ```
 
-Amazon does not publish a single named "Quality Score." When this lesson says a competitor's listings "converted better," that's read from CVR and relevance signals in your own reports, not a score you can look up directly.
-
-## 📌 Key Takeaways
-
-1. Share of Voice measures your ad presence relative to competitors in a market segment
-2. Low SOV means opportunity for growth; high SOV means it's time to optimize for efficiency
-3. Brand Analytics provides the most accurate SOV data; campaign reports are a workable alternative
-4. Strategic positioning changes based on your SOV — a contender shouldn't spend like a dominant player
-5. Track SOV monthly and investigate any sharp drops immediately
-
----
-
-## ⏭ Next Up
-
-Competitor Benchmarking — turn your competitive intelligence into actionable campaign adjustments.
+Amazon does not publish a single named "Quality Score." When this lesson says a competitor's listings "converted better," that's read from CTR (click-through rate), CVR (conversion rate), and relevance signals in your own reports, not a score you can look up directly.
diff --git a/content/curriculum/modules/8-competitive-intelligence/8.3-competitor-benchmarking.mdx b/content/curriculum/modules/8-competitive-intelligence/8.3-competitor-benchmarking.mdx
index 87da9b2..3643d61 100644
--- a/content/curriculum/modules/8-competitive-intelligence/8.3-competitor-benchmarking.mdx
+++ b/content/curriculum/modules/8-competitive-intelligence/8.3-competitor-benchmarking.mdx
@@ -9,18 +9,20 @@ estimatedMinutes: 11
 xpReward: 60
 ---
 
-## 🎯 The Why
+## The Why
 
-> "I've seen too many PPC optimizers collect competitive data like a hoarder collects newspapers — piling it up, never using it. Data without action is just expensive clutter."
+> "I've seen too many PPC optimizers collect competitive data like a hoarder collects newspapers, piling it up, never using it. Data without action is just expensive clutter."
 
-The best PPC managers I know run a weekly 30-minute competitive review. Not a deep analysis — just enough to answer one question: "What has changed in my competitive landscape that requires a campaign adjustment?"
+The best PPC managers I know run a weekly 30-minute competitive review. Not a deep analysis, just enough to answer one question: "What has changed in my competitive landscape that requires a campaign adjustment?"
 
 ---
 
-## 📋 Building a Competitive Benchmarking Workflow
+## Building a Competitive Benchmarking Workflow
 
 ### The 30-Minute Weekly Review
 
+The weekly step below checks each competitor's ASIN (Amazon's product ID for a specific listing).
+
 ```
 ┌─────────────────────────────────────────────────────────┐
 │               COMPETITIVE REVIEW CADENCE                  │
@@ -28,25 +30,25 @@ The best PPC managers I know run a weekly 30-minute competitive review. Not a de
 │ Daily   │ Check impression    │ < 2 min in campaign mgr    │
 │         │ share alerts        │                            │
 ├─────────┼─────────────────────┼────────────────────────────┤
-│ Weekly  │ Run competitor      │ 10 min — Brand Analytics   │
+│ Weekly  │ Run competitor      │ 10 min, Brand Analytics    │
 │         │ ASIN check          │ + search term report       │
 ├─────────┼─────────────────────┼────────────────────────────┤
-│ Monthly │ Full SOV analysis   │ 15 min — ABA + reports     │
+│ Monthly │ Full SOV analysis   │ 15 min, ABA + reports       │
 ├─────────┼─────────────────────┼────────────────────────────┤
-│ Quarterly│ Category deep dive │ 30 min — market trends     │
+│ Quarterly│ Category deep dive │ 30 min, market trends       │
 └─────────┴─────────────────────┴────────────────────────────┘
 ```
 
 ---
 
-## 🔍 Step 1: Identify Your Key Competitors
+## Step 1: Identify Your Key Competitors
 
 Not every seller in your category is a competitor. Filter by:
 
-1. **Same price band** — A ₱300 product doesn't compete with a ₱3,000 product
-2. **Same target customer** — Premium vs. value buyers
-3. **Same placement** — Top of Search competitors vs. Rest of Search competitors
-4. **Share of Voice > 5%** — Below 5%, they're not worth your attention
+1. **Same price band.** A ₱300 product doesn't compete with a ₱3,000 product
+2. **Same target customer.** Premium vs. value buyers
+3. **Same placement.** Top of Search competitors vs. Rest of Search competitors
+4. **Share of Voice > 5%.** Below 5%, they're not worth your attention
 
 ### Maintain a Competitor Watchlist
 
@@ -59,7 +61,7 @@ Brand D: New entrant, testing via auto campaigns
 
 ---
 
-## 📊 Step 2: Gap Analysis
+## Step 2: Gap Analysis
 
 A gap analysis identifies where competitors are strong and where they're weak. The intersection of "competitor weak" and "we can win" = opportunity.
 
@@ -69,11 +71,11 @@ Score every dimension on the same four-point scale so the results are comparable
 
 | Dimension | Competitor A | Competitor B | Us | Reading |
 |-----------|:-----------:|:-----------:|:--:|:-----------:|
-| Brand term defense | Strong | Medium | Weak | ⚠️ Vulnerability: shore up our own brand-term defense |
-| Long-tail keywords | Weak | Weak | Medium | ✅ Opportunity: aggressively target |
-| Video ads | Not using | Not using | Strong | ✅ Opportunity: double down |
-| Weekend bid adjustments | Weak (flat bids) | Weak (flat bids) | Strong (scheduled bid rules) | ✅ Opportunity: already ahead |
-| Sponsored Display | Not using | Weak (light testing) | Strong | ✅ Opportunity: scale up |
+| Brand term defense | Strong | Medium | Weak | Vulnerability: shore up our own brand-term defense |
+| Long-tail keywords | Weak | Weak | Medium | Opportunity: aggressively target |
+| Video ads | Not using | Not using | Strong | Opportunity: double down |
+| Weekend bid adjustments | Weak (flat bids) | Weak (flat bids) | Strong (scheduled bid rules) | Opportunity: already ahead |
+| Sponsored Display | Not using | Weak (light testing) | Strong | Opportunity: scale up |
 
 New product launches don't fit this scale. Speed to market is a different thing from execution quality: a competitor can launch fast and badly, or slowly and well. Track it separately as a qualitative note (for example, "Brand B ships new variations faster than we do, worth watching") rather than forcing it into a Strong/Medium/Weak score.
 
@@ -89,7 +91,7 @@ Most rows will be neither an opportunity nor a vulnerability by this rule. That'
 
 ---
 
-## 🛠 Step 3: Convert Insights to Campaign Actions
+## Step 3: Convert Insights to Campaign Actions
 
 Each insight from your gap analysis should produce a specific, measurable campaign action.
 
@@ -101,7 +103,7 @@ Each insight from your gap analysis should produce a specific, measurable campai
 Example:
 "Competitors weak on long-tail"
 → Create exact match campaign for long-tail terms
-→ Track CTR and ACoS on those terms vs. broad
+→ Track CTR (click-through rate) and ACoS (advertising cost of sales) on those terms vs. broad
 ```
 
 ### Common Insight-to-Action Mappings
@@ -109,15 +111,15 @@ Example:
 | If You Find... | Then Do This... | Track... |
 |---------------|-----------------|----------|
 | Competitors dominate Top of Search | Focus on Product Pages placement (less contested) | Placement ACoS |
-| Competitors ignore weekends | Begin weekend scheduled bidding with +20% bids, if your account supports it | Weekend CVR |
+| Competitors ignore weekends | Begin weekend scheduled bidding with +20% bids, if your account supports it | Weekend CVR (conversion rate) |
 | Competitor's SOV dropping | Increase bids on their former strong terms | SOV recovery |
 | New competitor enters (aggressive) | Review your brand term bids, add defensive targeting | Brand term cost |
 | Competitor has video ads, we don't | Test one Sponsored Brands video campaign | Video vs. standard CTR |
-| Seasonal competitor pauses | Fill the gap with increased bids for the season | Seasonal ROAS |
+| Seasonal competitor pauses | Fill the gap with increased bids for the season | Seasonal ROAS (return on ad spend) |
 
 ---
 
-## 📋 Step 4: Create a Competitive Dashboard
+## Step 4: Create a Competitive Dashboard
 
 Track these 5 metrics weekly:
 
@@ -129,14 +131,14 @@ Track these 5 metrics weekly:
 5. Category Search Trend (rising or falling?)
 
 Scoring:
-🟢 On track — no action needed
-🟡 Monitor — check again next week
-🔴 Action required — adjust campaigns today
+On track: no action needed
+Monitor: check again next week
+Action required: adjust campaigns today
 ```
 
 ---
 
-## 📈 Real Case Study
+## Real Case Study
 
 **Situation:** Kitchen brand, ₱600 product, 15% SOV in main category. Competitor A had 35% SOV.
 
@@ -158,32 +160,41 @@ Scoring:
 
 ---
 
-## 💡 Pro Tips
+## Pro Tips
 
-- **Don't over-react to one data point** — A competitor might have had a one-day promotion. Wait for confirmation before adjusting campaigns.
-- **Your cheapest competitor isn't your real competitor** — The seller with the lowest price who still has high SOV is your real threat.
-- **Competitive analysis is a forcing function** — The discipline of running the 30-minute weekly review is more valuable than any single insight.
-- **Share your findings with your team/agency** — If you manage accounts for multiple brands, cross-pollinate competitive insights.
-- **Automate where possible** — Use scheduled Brand Analytics report downloads and spreadsheet formulas to track SOV trends.
+- **Don't over-react to one data point.** A competitor might have had a one-day promotion. Wait for confirmation before adjusting campaigns.
+- **Your cheapest competitor isn't your real competitor.** The seller with the lowest price who still has high SOV is your real threat.
+- **Competitive analysis is a forcing function.** The discipline of running the 30-minute weekly review is more valuable than any single insight.
+- **Share your findings with your team/agency.** If you manage accounts for multiple brands, cross-pollinate competitive insights.
+- **Automate where possible.** Use scheduled Brand Analytics report downloads and spreadsheet formulas to track SOV trends.
 
 ---
 
-## 📌 Key Takeaways
+## Key Takeaways
 
-1. A 30-minute weekly competitive review is enough — daily analysis is overkill
+1. A 30-minute weekly competitive review is enough. Daily analysis is overkill
 2. Focus on competitors in your price band and customer segment, not every seller
 3. Gap analysis reveals where competitors are weak and you can win
 4. Every insight should produce a specific, measurable campaign action
 5. Track the same 5 competitive metrics weekly for consistent trend data
-6. Don't over-react — confirm trends before adjusting campaigns
-
----
+6. Don't over-react. Confirm trends before adjusting campaigns
 
-## ✅ End of Module 8
+## End of Module 8
 
 You've completed Competitive Intelligence. You now know how to:
 - Use Brand Analytics to discover search demand and audience insights
 - Calculate and interpret Share of Voice for strategic positioning
 - Convert competitive data into specific PPC campaign adjustments
 
-**Next step:** Apply these techniques in your next optimization cycle. The more you practice competitive analysis, the more intuitive it becomes.
+## Quick check
+
+1. A competitor scores Strong on brand term defense while you score Weak. Is that an opportunity or a vulnerability?
+2. Video ads score Not using for both competitors and Strong for you. What does the Gap Analysis Matrix call this?
+3. Where does "new product launches" fit in the Strong/Medium/Weak/Not-using scale?
+4. Your SOV rose from 15% to 22% after three specific actions. What made those actions trackable as a case study, not just a guess?
+
+**Answers:** (1) A vulnerability. Competitor average is high, ours is low, so it flags a gap to shore up. (2) An opportunity. Competitors are weak or absent and we're strong, so it's a dimension to double down on. (3) It doesn't. Speed to market is tracked as a separate qualitative note, not scored on the four-point scale. (4) Each action tied to a specific gap (weak Sponsored Display, no long-tail targeting, flat bidding) and each result was measured against a specific metric (ACoS, category average, revenue), not judged in general terms.
+
+## What to read next
+
+That's the end of the course. Apply these techniques in your next optimization cycle. The more you practice competitive analysis, the more intuitive it becomes.
diff --git a/content/curriculum/quiz-questions.json b/content/curriculum/quiz-questions.json
index 27ec792..3723f4f 100755
--- a/content/curriculum/quiz-questions.json
+++ b/content/curriculum/quiz-questions.json
@@ -167,13 +167,13 @@
         },
         {
           "order": 2,
-          "question": "A keyword gets 200 clicks and $150 in ad spend, with $0 in sales. What's the right read?",
+          "question": "A search term surfacing under one of your broader keywords gets 200 clicks and $150 in ad spend, with $0 in sales. What's the right read?",
           "optionA": "Its ACoS (advertising cost of sales, ad spend divided by ad sales) is 100%, which is acceptable",
-          "optionB": "It's a strong candidate for a negative keyword. With zero sales, ACoS is undefined, not a fixed percentage, and this spend is pure waste",
+          "optionB": "It's a strong candidate to add as a negative keyword. With zero sales, ACoS is undefined, not a fixed percentage, and this spend is pure waste",
           "optionC": "It should be given a higher bid to try to generate a sale",
           "optionD": "Nothing needs to change since spend is under $200",
           "correctAnswer": "B",
-          "explanation": "ACoS is spend divided by sales, which is undefined at $0 in sales, not 100%. 200 clicks and $150 spent with zero orders is a clear signal to add this as a negative, not raise its bid."
+          "explanation": "ACoS is spend divided by sales, which is undefined at $0 in sales, not 100%. 200 clicks and $150 spent with zero orders on this search term is a clear signal to add it as a negative so it stops draining budget under your broader keyword."
         },
         {
           "order": 3,
diff --git a/docs/CONTENT-AUDIT-MODULES-2-8.md b/docs/CONTENT-AUDIT-MODULES-2-8.md
index 4fc7d3f..83173ac 100644
--- a/docs/CONTENT-AUDIT-MODULES-2-8.md
+++ b/docs/CONTENT-AUDIT-MODULES-2-8.md
@@ -1,5 +1,7 @@
 # Content Audit — Modules 2 through 8
 
+**Status:** this document is a pre-fix baseline, written before any of its own findings were addressed. The P0 factual/arithmetic bugs, the stale terminology, and the Module 8 frontmatter bug listed below have since been fixed in the same PR that introduced this document (and its immediate follow-up commits), including Module 8's frontmatter and lesson content. Treat every finding below as "this is what was wrong as of 2026-07-16," not as a live list of open issues. Check the PR history and the voice-guide cleanup pass for current status rather than assuming anything here is still outstanding.
+
 **Date:** 2026-07-16
 **Scope:** the 23 MDX lesson files in `content/curriculum/modules/2-keyword-research` through `8-competitive-intelligence`, plus `content/curriculum/quiz-questions.json`'s coverage of those modules. Modules 0 and 1 are out of scope here — they were fully rebuilt in PR #31 (see `docs/CONTENT-AUDIT-2026-07-16.md` and issue #24 for that history).
 

From c214688b07ee68740f898e4924837f761daac5fa Mon Sep 17 00:00:00 2001
From: Claude <noreply@anthropic.com>
Date: Fri, 17 Jul 2026 07:41:50 +0000
Subject: [PATCH 5/6] content: fix remaining margin-as-max-CPC-input conflation
 in 4.4 Quick check

Quick check Q4/A4 still asked for "two numbers" and answered "target ACoS
and product margin" for the maximum CPC formula, even though the body
text was already corrected. Formula only takes CVR, price, and target
ACoS; margin's role is upstream, informing what target ACoS to set.
---
 .../4.4-campaign-architecture-practice.mdx                    | 4 ++--
 1 file changed, 2 insertions(+), 2 deletions(-)

diff --git a/content/curriculum/modules/4-campaign-architecture/4.4-campaign-architecture-practice.mdx b/content/curriculum/modules/4-campaign-architecture/4.4-campaign-architecture-practice.mdx
index 619b9e5..cf9a0a2 100755
--- a/content/curriculum/modules/4-campaign-architecture/4.4-campaign-architecture-practice.mdx
+++ b/content/curriculum/modules/4-campaign-architecture/4.4-campaign-architecture-practice.mdx
@@ -108,9 +108,9 @@ Launch the Campaign Builder when you're ready. Good luck, and remember, you can
 1. Of the five scoring criteria (structure, keywords, bids, budget, negatives), which one carries the most weight, and why does it matter most?
 2. What's the recommended order of operations when building a campaign in the tool: structure, keywords, bids, negatives, budget?
 3. Why is "Coffee" a bad keyword choice for a milk frother, even with millions of searches?
-4. What two numbers from the mission brief do you need to calculate your maximum CPC?
+4. Which three numbers do you need from the mission brief to calculate your maximum CPC, and what's product margin's role if it isn't one of them?
 
-**Answers:** (1) Campaign Structure at 30%. A well-organized campaign with decent keywords beats a chaotic campaign with great keywords every time. (2) Structure first, then keywords, then bids, then negatives last, with budget reviewed throughout. (3) It's high-volume but too broad and irrelevant to the product, so it burns budget on clicks that won't convert. (4) Target ACoS and product margin, which together let you calculate maximum CPC as CVR × price × target ACoS.
+**Answers:** (1) Campaign Structure at 30%. A well-organized campaign with decent keywords beats a chaotic campaign with great keywords every time. (2) Structure first, then keywords, then bids, then negatives last, with budget reviewed throughout. (3) It's high-volume but too broad and irrelevant to the product, so it burns budget on clicks that won't convert. (4) CVR, price, and target ACoS: maximum CPC = CVR × price × target ACoS. Product margin isn't a direct input to that formula, but it's what should have set a sensible target ACoS in the first place.
 
 ## What to read next
 

From 7afbe2b33dd34c5882f71ea03bca625dfc43f6e3 Mon Sep 17 00:00:00 2001
From: Claude <noreply@anthropic.com>
Date: Fri, 17 Jul 2026 07:51:42 +0000
Subject: [PATCH 6/6] content: address second CodeRabbit review pass on PR #32

Fixes across 10 files:
- 5.3: rename mislabeled "Gross Profit" to "Profit After Ad Spend"
  (formula subtracts ad spend, so it isn't gross profit); fix
  overlapping Post-Q4/Q4 date ranges; make Prime Day's month
  year-agnostic; year-neutral portfolio template name; qualify the
  "spend more when ACoS rises" tip with margin/inventory/incremental
  profit conditions.
- 2.3: soften absolute negative-keyword claims ("single fastest way",
  "will NEVER convert", fixed 20-30 quota); fix overlapping negative-
  update schedule ranges and ambiguous "bi-weekly"; clarify negative
  exact also blocks Amazon's close variations, not just the literal
  query.
- 2.4: align keyword-count guidance to one range (15-20) across the
  mistakes table, takeaways, and quiz; replace "one ad fits every
  keyword" test with the shared-shopper-intent test already used
  elsewhere in the lesson, since Sponsored Products has no per-group
  ad copy.
- 4.3: relabel competitor ASINs under "Targets" instead of "Keywords"
  in the product-targeting campaign example.
- 3.1: remove undocumented High/Medium/Low signal weights; soften
  "Amazon rewards/charges" language to reflect an auction-based
  tendency, not a guaranteed price effect.
- 3.2: replace the stale "first 80 characters" title rule and
  180-character example with concise, natural-title guidance plus a
  fact card (Amazon's non-media title limits vary by category and
  change over time); fix "LIFETIME WARRANTY" heading to match the
  5-year replacement terms in the body; remove the unsupported
  self-targeting "reinforces CTR/CVR data" claim; qualify bullet and
  zoom performance percentages and the "pays back 10x" claim as
  directional estimates.
- 3.3: replace "+15-25%" A+/video PPC-impact claims with Amazon's own
  framing (up to 8%/20% sales lift); fix Brand Analytics example and
  tip to stop implying it exposes competitor prices or bid competition;
  preserve earlier hedges in Key Takeaways instead of re-flattening
  them; remove stale Item Comparison/Alternate Purchase Behavior report
  references (discontinued 2022).
- 8.1: clarify Brand Analytics access needs a Professional account
  plus Brand Representative role, not Brand Registry alone; remove
  Item Comparison report references and replace with Top Search Terms'
  top-clicked-product data; stop inferring higher acceptable ACoS from
  income alone.
- 8.2: replace a stale Item Comparison report reference with Top
  Search Terms.
- 8.3: remove the unconditional "SOV > 5%" competitor cutoff; keep
  Gap Analysis Matrix cells to the defined four-value rubric, moving
  explanatory detail into the Reading column; distinguish daily alert
  monitoring (still expected) from daily deep analysis (overkill).
---
 .../2.3-negative-keywords.mdx                 | 21 ++++----
 .../2.4-keyword-grouping.mdx                  |  6 +--
 .../3.1-listing-quality-score.mdx             | 36 +++++++------
 .../3.2-listing-anatomy.mdx                   | 53 ++++++++++++-------
 .../3.3-aplus-content.mdx                     | 28 +++++-----
 .../4.3-campaign-structure.mdx                |  2 +-
 .../5.3-seasonal-strategy.mdx                 | 34 ++++++------
 .../8.1-brand-analytics.mdx                   | 21 ++++----
 .../8.2-share-of-voice.mdx                    |  2 +-
 .../8.3-competitor-benchmarking.mdx           |  8 +--
 10 files changed, 114 insertions(+), 97 deletions(-)

diff --git a/content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx b/content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx
index 2487e52..b91b398 100644
--- a/content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx
+++ b/content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx
@@ -10,7 +10,7 @@ xpReward: 100
 
 # Negative Keywords: The Most Underused Profit Lever
 
-Most sellers spend 80% of their time on **what to target** and 20% on **what to block**. That ratio is backwards. Negative keywords (the terms you tell Amazon NOT to show your ad for) are the single fastest way to improve your ACoS (advertising cost of sales).
+Most sellers spend 80% of their time on **what to target** and 20% on **what to block**. That ratio is backwards. Negative keywords (the terms you tell Amazon NOT to show your ad for) are one of the fastest ways to improve your ACoS (advertising cost of sales).
 
 > **Analogy:** Negative keywords are a "Do Not Sell To" list for your store. You wouldn't let someone walk in, waste your staff's time, and leave without buying, every single day. But that's exactly what happens when you don't use negatives. Shoppers click your ad, you pay for the click, and they bounce because what they searched isn't what you sell.
 
@@ -33,7 +33,7 @@ Let's look at a real example. A cutting board seller runs a broad match campaign
 | large cutting board with juice groove | 28 | $18.76 | $49.98 | 38% |
 | **Total** | **178** | **$119.26** | **$224.91** | **53%** |
 
-Notice those shaded rows? ACoS is spend divided by sales, so it's undefined when sales are $0, not "100%." Read "no sales" as its own signal: pure waste, $44.89 burned on searches that will NEVER convert.
+Notice those shaded rows? ACoS is spend divided by sales, so it's undefined when sales are $0, not "100%." Read "no sales" as its own signal: pure waste, $44.89 burned on searches that showed zero conversions in this sample.
 
 **After negatives, block the waste:**
 
@@ -56,17 +56,18 @@ Just like positive keywords, negatives have match types:
 
 ### Negative Exact
 
-Blocks the exact search term only.
+Blocks the exact search term and Amazon's close variations of it (plurals, misspellings, spacing), but not longer searches that merely contain it.
 
 ```
 Negative Exact: "cutting board oil"
 
 Blocks:    cutting board oil
+           cutting boards oil (a close variation Amazon still matches)
 Does NOT block: cutting board oil for wood
                organic cutting board oil
 ```
 
-Use negative exact when you want to block a specific term but leave room for variations.
+Use negative exact when you want to block a specific term (plus its close variations) but leave room for different phrasings around it.
 
 ### Negative Phrase
 
@@ -125,7 +126,7 @@ Before you even launch a campaign, think about what terms are obviously wrong:
 | DIY | Makes their own, won't buy |
 | paper | Different material entirely |
 
-> **Tip:** Add at least 20-30 negative keywords BEFORE launching a campaign. This is called **pre-emptive negation** and it saves you from burning money on day one.
+> **Tip:** Add pre-emptive negatives BEFORE launching, using common sense and the obvious-irrelevant list above rather than a fixed count; how many you need depends on the product. This is called **pre-emptive negation** and it saves you from burning money on day one.
 
 ---
 
@@ -157,9 +158,9 @@ AD GROUP-LEVEL NEGATIVES (apply to specific ad groups)
 
 | Phase | Frequency | Time Required |
 |-------|-----------|----------------|
-| **First 2 weeks** | Every 3 days | 10 min |
-| **Weeks 2-6** | Weekly | 10 min |
-| **Mature campaign** | Bi-weekly | 5 min |
+| **Weeks 1-2** | Every 3 days | 10 min |
+| **Weeks 3-6** | Weekly | 10 min |
+| **Mature campaign** | Every two weeks | 5 min |
 | **Stale/unchanged** | Monthly | 5 min |
 
 The first two weeks are critical. This is when new search terms flood in and you need to block the junk before it accumulates.
@@ -177,9 +178,9 @@ The first two weeks are critical. This is when new search terms flood in and you
 1. In the before-and-after example, what did ACoS drop from and to after adding negatives?
 2. Why do the zero-sale search terms in the before table show "no sales" instead of a percentage?
 3. Using "cutting board oil" as the negative, what's the difference between negative exact and negative phrase?
-4. How many negative keywords should you add before launching a campaign, and what's that practice called?
+4. What's the practice called where you add negatives based on common sense before a campaign ever launches, and why isn't it built around a fixed keyword count?
 
-**Answers:** (1) From 53% to 33%, a 20 percentage point improvement. (2) ACoS is spend divided by sales, so it's undefined (not 100%) when sales are $0. "No sales" is the honest read: pure wasted spend. (3) Negative exact blocks only "cutting board oil" itself; negative phrase blocks any search containing that phrase in that order, like "cutting board oil for wood" or "best cutting board oil." (4) At least 20-30, a practice called pre-emptive negation.
+**Answers:** (1) From 53% to 33%, a 20 percentage point improvement. (2) ACoS is spend divided by sales, so it's undefined (not 100%) when sales are $0. "No sales" is the honest read: pure wasted spend. (3) Negative exact blocks "cutting board oil" and Amazon's close variations of it (like a plural or minor misspelling), but not longer searches that merely contain the phrase; negative phrase blocks any search containing that phrase in that order, like "cutting board oil for wood" or "best cutting board oil." (4) Pre-emptive negation: block obviously irrelevant terms before launch based on the product and common sense. How many you need depends on the product, not a universal number.
 
 ## What to read next
 
diff --git a/content/curriculum/modules/2-keyword-research/2.4-keyword-grouping.mdx b/content/curriculum/modules/2-keyword-research/2.4-keyword-grouping.mdx
index 6b00904..e086a44 100644
--- a/content/curriculum/modules/2-keyword-research/2.4-keyword-grouping.mdx
+++ b/content/curriculum/modules/2-keyword-research/2.4-keyword-grouping.mdx
@@ -182,8 +182,8 @@ You don't need to do this perfectly on day one. In fact, your first grouping wil
 > **Key Takeaways:**
 > - Group keywords by **theme.** Every ad group should have one clear purpose.
 > - Separate **match types into different campaigns** for clean budget and bid control.
-> - Aim for **5-15 keywords per ad group.** More than 20 dilutes your data.
-> - Write **ad copy that matches each theme.** Generic copy kills conversion.
+> - Aim for **15-20 keywords per ad group.** More than 20 dilutes your data.
+> - Keep each group's **shopper intent consistent.** Sponsored Products has no per-group ad copy, so tight theming is what gives you clean bids and clean data, not different ad text.
 > - Start simple (3-4 groups) and **refine with data** (eventually 5-8 groups).
 > - **Review quarterly.** Search behavior changes and your groups should too.
 
@@ -194,7 +194,7 @@ You don't need to do this perfectly on day one. In fact, your first grouping wil
 3. Per the mistakes table, what's the maximum recommended number of keywords per ad group?
 4. How many themed ad groups should a product have after about 8 weeks?
 
-**Answers:** (1) If you can't write one ad that fits every keyword in the group, split it. (2) Separate campaigns give you budget control, independent bids per match type, and clean data. Mixing them in one ad group causes cannibalization, since the same keyword in broad and exact would compete against itself. (3) 15-20 keywords. (4) 5-8 tightly themed ad groups.
+**Answers:** (1) If the keywords don't share one obvious shopper intent, split the group. (2) Separate campaigns give you budget control, independent bids per match type, and clean data. Mixing them in one ad group causes cannibalization, since the same keyword in broad and exact would compete against itself. (3) 15-20 keywords. (4) 5-8 tightly themed ad groups.
 
 ## What to read next
 
diff --git a/content/curriculum/modules/3-listing-optimization/3.1-listing-quality-score.mdx b/content/curriculum/modules/3-listing-optimization/3.1-listing-quality-score.mdx
index fbde640..6dd1888 100644
--- a/content/curriculum/modules/3-listing-optimization/3.1-listing-quality-score.mdx
+++ b/content/curriculum/modules/3-listing-optimization/3.1-listing-quality-score.mdx
@@ -20,16 +20,18 @@ Here's something most Amazon sellers don't realize: **your ad performance isn't
 
 ## The Signals That Actually Move the Needle
 
-Amazon doesn't publish a formula for how these interact with ad delivery or cost, but these are the observable, verifiable inputs worth diagnosing:
+Amazon doesn't publish a formula for how these interact with ad delivery or cost, and there's no documented weighting between them either. These are simply the observable, verifiable inputs worth diagnosing:
 
-| Factor | Weight | Impact | What It Measures |
-|--------|--------|--------|-----------------|
-| **Click-Through Rate (CTR)** | High | Primary | Do shoppers click your ad when it shows? |
-| **Conversion Rate (CVR)** | High | Primary | Do shoppers buy after clicking? |
-| **Listing Completeness** | Medium | Secondary | Is your listing fully filled out? |
-| **Review Rating** | Medium | Secondary | What do previous buyers say? |
-| **Pricing Competitiveness** | Low | Minor | Is your price competitive? |
-| **Inventory Availability** | Low | Minor | Is the product in stock? |
+| Factor | What It Measures |
+|--------|-----------------|
+| **Click-Through Rate (CTR)** | Do shoppers click your ad when it shows? |
+| **Conversion Rate (CVR)** | Do shoppers buy after clicking? |
+| **Listing Completeness** | Is your listing fully filled out? |
+| **Review Rating** | What do previous buyers say? |
+| **Pricing Competitiveness** | Is your price competitive? |
+| **Inventory Availability** | Is the product in stock? |
+
+CTR and CVR feed the ad auction directly and are the most directly observable of these. The other four are supporting factors that plausibly influence CTR and CVR over time; Amazon doesn't publish how much weight, if any, each one carries.
 
 ---
 
@@ -64,19 +66,19 @@ Here's the general dynamic, and why it compounds over time. Watch what happens t
              │                             │
              ▼                             ▼
     ┌──────────────────┐          ┌──────────────────┐
-    │  LOWER CPC       │          │  HIGHER CPC      │
-    │  (Amazon rewards)│          │  (Amazon charges  │
-    │                  │          │   more to show)   │
+    │ LOWER CPC TENDS  │          │ HIGHER CPC TENDS │
+    │ TO FOLLOW        │          │ TO FOLLOW        │
+    │ (auction effect) │          │ (auction effect) │
     └────────┬─────────┘          └────────┬─────────┘
              │                             │
              ▼                             ▼
     ┌──────────────────┐          ┌──────────────────┐
     │  MORE clicks     │          │  FEWER clicks    │
-    │  per ₱ spent     │          │  per ₱ spent     │
+    │  possible per ₱  │          │  likely per ₱    │
     └──────────────────┘          └──────────────────┘
 ```
 
-**Good listings get cheaper. Bad listings get more expensive.** This is not a one-time effect. It compounds every day.
+**Good listings tend toward more efficient ad delivery. Weak listings tend toward less efficient ad delivery.** This isn't a guaranteed, one-time effect, it's an auction-based tendency that can compound over time as the performance-data gap between listings builds up.
 
 ---
 
@@ -152,11 +154,11 @@ Not all listing improvements are created equal. Here's your prioritization. The
 Go through this checklist before spending a single peso on ads:
 
 **Title Checklist:**
-- [ ] Includes your primary keyword in first 80 characters
+- [ ] Includes your primary keyword near the front
 - [ ] Includes brand name
 - [ ] Includes key features (size, material, quantity)
 - [ ] Uses natural language, not keyword stuffing
-- [ ] Under 200 characters (full width shown on mobile)
+- [ ] Checked against your category's current character limit in Seller Central
 
 **Image Checklist:**
 - [ ] Main image has pure white background (RGB 255,255,255)
@@ -193,7 +195,7 @@ Go through this checklist before spending a single peso on ads:
 1. Does Amazon publish a single, checkable "Quality Score" for a listing?
 2. In the Listing A vs. Listing B example, which listing pays more per click, and by roughly how much?
 3. Listing A converts at 12.5% and Listing B at 6.1%. Which one has the healthier ACoS, 17% or 58%?
-4. Name two of the "high weight" signals from the signals table.
+4. Which two signals feed the ad auction directly, according to this lesson?
 5. True or false: raising your bid is the first fix for a weak listing.
 
 **Answers:** (1) No. Amazon doesn't publish a named Quality Score. That's teaching shorthand for CTR, CVR, and the other observable signals in this lesson. (2) Listing B pays more, $0.89 vs. $0.52, about 71% higher. (3) Listing A, at 17% ACoS versus Listing B's 58%. (4) CTR (click-through rate) and CVR (conversion rate). (5) False. Fix the listing first. Bidding higher on a weak listing just burns money faster.
diff --git a/content/curriculum/modules/3-listing-optimization/3.2-listing-anatomy.mdx b/content/curriculum/modules/3-listing-optimization/3.2-listing-anatomy.mdx
index b670068..5059a88 100644
--- a/content/curriculum/modules/3-listing-optimization/3.2-listing-anatomy.mdx
+++ b/content/curriculum/modules/3-listing-optimization/3.2-listing-anatomy.mdx
@@ -39,11 +39,11 @@ Your product title serves TWO audiences: shoppers AND Amazon's algorithm. A grea
 
 | Title Element | PPC Impact | Why It Matters |
 |---------------|------------|----------------|
-| **First 80 characters** | Critical | Amazon truncates on mobile, so the first 80 chars must sell |
-| **Primary keyword in first 80 chars** | Critical | Reinforces relevance for that keyword |
+| **Concise, natural title** | Critical | Amazon enforces hard title-length limits that vary by category and change over time; check your current limit in Seller Central before writing |
+| **Primary keyword near the front** | Critical | Reinforces relevance for that keyword and survives truncation on mobile |
 | **Secondary keywords naturally placed** | High | Broadens your keyword relevance without stuffing |
 | **Brand name at front** | Medium | Builds brand recognition over time |
-| **Feature keywords** | Critical | Matches long-tail search queries |
+| **Feature keywords** | Critical | Matches long-tail search queries, space permitting |
 
 **Before (weak PPC title):**
 > "Bamboo Cutting Board"
@@ -51,11 +51,11 @@ Your product title serves TWO audiences: shoppers AND Amazon's algorithm. A grea
 This matches exactly ONE search term. It gives Amazon almost no relevance signal.
 
 **After (PPC-optimized title):**
-> "Bamboo Cutting Board for Kitchen - Extra Large 18x12 Inch - Organic Natural Wood Butcher Block with Deep Juice Groove - Heavy Duty Serving Board for Meat, BBQ, Vegetables"
+> "Bamboo Cutting Board - Extra Large 18x12 Inch Organic Wood Butcher Block"
 
-This matches **dozens of search terms**: "bamboo cutting board," "cutting board for kitchen," "extra large cutting board," "18x12 cutting board," "organic cutting board," "butcher block," "cutting board with juice groove," "heavy duty cutting board," "cutting board for meat," "BBQ cutting board," "cutting board for vegetables."
+This matches several search terms at once: "bamboo cutting board," "extra large cutting board," "18x12 cutting board," "organic cutting board," "butcher block," while staying inside a tight character budget.
 
-> **Tip**: Write your title for PPC first and readability second. If it sounds slightly awkward but Amazon can match it to more searches, that's a win. You can always refine later.
+> **Tip**: Write your title to be naturally readable first. Amazon's non-media title limits have gotten stricter over time (see the fact card below), so a stuffed, truncated, or rejected title is a worse outcome than a slightly shorter but clean one. Put your primary keyword and best-selling feature near the front, then stop.
 
 ---
 
@@ -89,9 +89,9 @@ Each bullet should follow this structure:
 
 ### How Bullets Affect PPC
 
-Here's how bullet quality moves the metrics that matter: CTR, CVR (conversion rate, orders divided by clicks), and ACoS (advertising cost of sales).
+Here's how bullet quality moves the metrics that matter: CTR, CVR (conversion rate, orders divided by clicks), and ACoS (advertising cost of sales). The ranges below are directional estimates to show the scale of the effect, not published Amazon figures, so measure your own before/after data rather than treating them as guaranteed.
 
-| Bullet Quality | CTR Impact | CVR Impact | ACoS Impact |
+| Bullet Quality | CTR Impact (directional estimate) | CVR Impact (directional estimate) | ACoS Impact (directional estimate) |
 |----------------|------------|------------|-------------|
 | Good bullets | +10-20% | +15-30% | -10-25% |
 | Weak bullets | -10% | -20-40% | +15-35% |
@@ -109,7 +109,7 @@ Your main image is the #1 factor in whether a shopper clicks your ad or scrolls
 | Image Requirement | PPC Impact | Why |
 |------------------|------------|-----|
 | **White background** (255,255,255) | Critical | Amazon requirement, images without white bg get suppressed |
-| **1000px minimum** | Critical | Enables zoom feature, listings with zoom convert 15-30% higher |
+| **1000px minimum** | Critical | Enables zoom feature; listings with zoom commonly convert better, though the exact lift is a directional estimate that varies by category |
 | **Product fills 85% of frame** | High | Shoppers can clearly see what they're clicking on |
 | **No text/graphics on main image** | High | Amazon restricts text on main image, violations get suppressed |
 | **Lifestyle images in positions 2-7** | Critical | Shows product in use, builds purchase confidence |
@@ -134,8 +134,8 @@ Image 7: [Guarantee/warranty] → Closes the sale
 
 Here's a complete example for a **bamboo cutting board**:
 
-### Title (180 characters)
-> "Bamboo Cutting Board for Kitchen - Extra Large 18x12 Inch Organic Natural Wood Butcher Block with Deep Juice Groove - Heavy Duty Serving Board for Meat, BBQ, Vegetables - Premium Quality"
+### Title (concise, natural)
+> "Bamboo Cutting Board - Extra Large 18x12 Inch Organic Wood Butcher Block"
 
 ### Bullet Points
 > **1. FAMILY-SIZED PREP SPACE.** 18x12 inches of natural bamboo surface. Big enough for a whole lechon prep, compact enough for daily use. Fits standard kitchen counters.
@@ -146,7 +146,7 @@ Here's a complete example for a **bamboo cutting board**:
 >
 > **4. VERSATILE ENOUGH FOR EVERY KITCHEN.** Use it for chopping vegetables, slicing meat, serving cheese, or as a BBQ prep station. Built for Filipino kitchens where one board does everything.
 >
-> **5. EASY CARE, LIFETIME WARRANTY.** Hand wash, dry, and apply mineral oil monthly. It lasts for years. If it warps or cracks within 5 years, we replace it free. No questions asked.
+> **5. EASY CARE, 5-YEAR WARRANTY.** Hand wash, dry, and apply mineral oil monthly. It lasts for years. If it warps or cracks within 5 years, we replace it free. No questions asked.
 
 ### Key Image Positions
 > - Main: White background, cutting board front view
@@ -157,7 +157,7 @@ Here's a complete example for a **bamboo cutting board**:
 > - Position 6: What's included, board + care instructions + recipe booklet
 > - Position 7: 5-year warranty graphic
 
-> **Tip**: After you optimize your listing, run a **Sponsored Products campaign** targeting your product's own ASIN (Amazon's product ID). If you win that ad spot and your listing is now optimized, you'll convert searchers who are already looking at your product, reinforcing your CTR and CVR data to Amazon.
+> **Tip**: After you optimize your listing, run a **Sponsored Products campaign** targeting your product's own ASIN (Amazon's product ID). If you win that ad spot, you'll convert searchers who are already looking at your product, a high-intent, defensive placement that keeps competitors off your own product page.
 
 ---
 
@@ -165,9 +165,9 @@ Here's a complete example for a **bamboo cutting board**:
 
 Use this before every product launch:
 
-- [ ] Title includes primary keyword in first 80 characters
+- [ ] Title includes your primary keyword near the front
 - [ ] Title has at least 3 secondary keywords
-- [ ] Title under 200 characters
+- [ ] Title checked against your category's current character limit in Seller Central
 - [ ] Each bullet follows feature → benefit → proof
 - [ ] Bullets include relevant keywords naturally
 - [ ] Main image at 1000px+, white background
@@ -180,22 +180,37 @@ Use this before every product launch:
 - [ ] At least 15 reviews before significant ad spend
 
 > **Key Takeaways:**
-> - **Title** = PPC relevance signal plus shopper's first impression. Pack keywords in the first 80 characters.
+> - **Title** = PPC relevance signal plus shopper's first impression. Keep it concise and natural, with your primary keyword near the front, inside your category's current character limit.
 > - **Bullets** = conversion engine. Use feature → benefit → proof structure.
 > - **Images** = CTR decider. A 1000px white background main image is non-negotiable.
 > - Every part of your listing feeds back into ad performance. Optimize all of it, not just one piece.
-> - Spend **one hour per listing** on this before launching ads. It pays back 10x in lower ACoS.
+> - Spend **one hour per listing** on this before launching ads. That hour is small next to what a weak listing burns in wasted ad spend, even though the exact payback ratio varies per product.
 
 ## Quick check
 
-1. Why do the first 80 characters of your title matter most?
+1. Why should you keep your title concise and natural instead of stuffing it with keywords?
 2. What three-part structure should each bullet point follow?
 3. What's the minimum image resolution needed to enable Amazon's zoom feature?
 4. What color background does Amazon require for the main image?
 5. What's image position 2 in the recommended sequence used for?
 
-**Answers:** (1) Amazon truncates titles on mobile after about 80 characters, so your primary keyword and best pitch need to be inside that window. (2) Feature, then benefit, then proof. (3) 1000px minimum. (4) A pure white background (RGB 255,255,255). (5) A lifestyle shot showing the product in use, which drives conversion rate (CVR).
+**Answers:** (1) Amazon enforces hard title-length limits that vary by category and change over time; a title that gets truncated or rejected for running too long is worse than a shorter, clean one with your primary keyword near the front. (2) Feature, then benefit, then proof. (3) 1000px minimum. (4) A pure white background (RGB 255,255,255). (5) A lifestyle shot showing the product in use, which drives conversion rate (CVR).
 
 ## What to read next
 
 Next up is 3.3, A+ Content & Brand Registry Advantage, which covers the biggest lever most sellers leave on the table: what Brand Registry and A+ Content unlock for your listing and your ads.
+
+---
+
+## Amazon Ads Fact Card
+
+```text
+Product or feature: Product title character limits
+What the learner can do: Write a concise, natural title with the primary keyword near the front, then verify the exact character limit for the product's category in Seller Central before publishing
+Who can access it: All sellers; limits and enforcement dates vary by category and change over time
+Retailer or marketplace scope: Amazon Seller Central listing requirements; do not assume parity across marketplaces or categories
+Official source URL: Check Seller Central's listing style guide for the product's category; limits are category-specific and not covered by one single help page
+Last verified: [content owner to fill in at rewrite time]
+Next review due: [content owner to fill in at rewrite time]
+Owner: [content owner]
+```
diff --git a/content/curriculum/modules/3-listing-optimization/3.3-aplus-content.mdx b/content/curriculum/modules/3-listing-optimization/3.3-aplus-content.mdx
index 1ed5d96..d82e029 100644
--- a/content/curriculum/modules/3-listing-optimization/3.3-aplus-content.mdx
+++ b/content/curriculum/modules/3-listing-optimization/3.3-aplus-content.mdx
@@ -22,13 +22,13 @@ The PPC Impact column below uses two acronyms you'll see throughout this lesson:
 
 | Feature | Without Brand Registry | With Brand Registry | PPC Impact |
 |---------|----------------------|---------------------|------------|
-| **A+ Content** | Not available | Full modules | +15-25% conversion rate |
+| **A+ Content** | Not available | Full modules | Amazon frames potential sales lifts of up to 8% (Basic) / 20% (Premium); not a guaranteed conversion-rate gain |
 | **Brand Analytics** | Not available | Search term data | Better keyword targeting |
 | **Sponsored Brands** | Not available | Can run SB campaigns | Additional ad placements |
 | **Sponsored Display** | Basic only | Full targeting options | Retargeting capability |
 | **Brand Protection** | None | Report hijackers | Indirect ACoS protection |
 | **A+ Comparison Chart** | Not available | Cross-sell your catalog | Increase average order value |
-| **Video in gallery** | Not available | Add video to the image gallery | +15-25% higher CTR |
+| **Video in gallery** | Not available | Add video to the image gallery | No official CTR figure published; primarily supports engagement and purchase confidence |
 
 ---
 
@@ -36,7 +36,7 @@ The PPC Impact column below uses two acronyms you'll see throughout this lesson:
 
 ### The Conversion Rate Lift
 
-A+ Content is widely reported to lift conversion rates, commonly cited in the **5-17%** range, though this is a directional estimate from seller-reported outcomes, not a figure Amazon publishes and guarantees for every category. Even a conservative lift matters a lot for PPC, using a $0.75 CPC (cost per click) for this example:
+Amazon's own marketing describes potential sales lifts of up to 8% for Basic A+ Content and up to 20% for well-implemented Premium A+ Content. Separately, aggregated seller-reported conversion-rate lifts are often cited in the **5-17%** range across categories. Treat both as directional, not a guarantee for any specific listing. Even a conservative lift matters a lot for PPC, using a $0.75 CPC (cost per click) for this example:
 
 | Scenario | Conversion Rate | ACoS at $0.75 CPC |
 |----------|----------------|-------------------|
@@ -60,7 +60,7 @@ Higher Conversion Rate → Stronger relevance signal → Lower CPC
 
 A+ Content kicks off this virtuous cycle by improving the thing that matters most for ad efficiency: **does this listing convert?**
 
-> **Analogy**: Adding A+ Content is like upgrading from a standard website to a premium one. The product hasn't changed. But suddenly, more visitors buy. Google (or in this case, Amazon) notices more people buying from your page and rewards you with lower advertising costs.
+> **Analogy**: Adding A+ Content is like upgrading from a standard website to a premium one. The product hasn't changed. But suddenly, more visitors buy. In an auction-based system like Amazon Ads, that stronger conversion signal can make your advertising more efficient to run, though it's not a guaranteed price cut.
 
 ---
 
@@ -120,16 +120,16 @@ Once you have Brand Registry, you unlock **Brand Analytics**, a data source that
 
 | Report | What It Shows | How to Use for PPC |
 |--------|---------------|-------------------|
-| **Amazon Search Terms** | Actual search frequency for ANY keyword | Discover high-volume keywords competitors use |
-| **Item Comparison** | Which products shoppers compare yours to | Find cross-sell and competitive keyword targets |
-| **Alternate Purchase Behavior** | What shoppers buy instead of your product | Identify competitor ASINs (Amazon's product IDs) for targeting |
-| **Top Search Terms** | Your brand's top converting search terms | Double down on what works |
+| **Top Search Terms** | Top search terms ranked by frequency, plus each term's top 3 clicked ASINs (Amazon's product IDs), click share, and conversion share | Discover high-volume keywords and identify competitor ASINs worth targeting |
+| **Market Basket Analysis** | Products frequently bought together with yours | Find cross-sell and product-targeting opportunities |
 | **Demographics** | Age, income, education of your buyers | Adjust bidding and ad schedule |
 
+Amazon discontinued the old standalone Item Comparison / Alternate Purchase Behavior report in 2022; the competitor-ASIN data it used to provide now comes from Top Search Terms' top-clicked products.
+
 **Real example:**
-Without Brand Analytics, you're guessing that "organic cutting board" gets 5,000 monthly searches. With Brand Analytics, you know it gets **3,247**, and you know the top 3 products in that search, their prices, and their click share. That's not guessing. That's data.
+Without Brand Analytics, you're guessing that "organic cutting board" gets 5,000 monthly searches. With Brand Analytics, you know its frequency rank, and you know the top 3 clicked products for that search term along with their click share and conversion share. That's not guessing. That's data.
 
-> **Tip**: Use Brand Analytics search term data to find keywords with **high frequency and low competition**. Those are your gold mines. They have volume but few advertisers bidding on them. You'll get cheap clicks and high conversion rates.
+> **Tip**: Use Brand Analytics search term data to find high-frequency keywords where your own click share and conversion share are strong. Brand Analytics won't tell you how many advertisers are bidding on a term or what they're paying, pair it with your Advertising Console reports (impressions, CPC) to judge actual competition before treating a term as a hidden gem.
 
 ---
 
@@ -157,8 +157,8 @@ If a listing genuinely moved from a 45% to a 30% ACoS, the gap at ₱200,000 in
 
 > **Key Takeaways:**
 > - **Brand Registry is free.** You only pay for the trademark (₱15k-₱30k one-time).
-> - **A+ Content improves conversion rate by 5-17%,** directly lowering ACoS.
-> - **Comparison charts** are the highest-converting A+ module. Build one for every product.
+> - **A+ Content is estimated to improve conversion rate,** commonly cited at 5-17% (seller-reported) or up to 8-20% sales lift (Amazon's own framing); not a guaranteed figure, but directionally it lowers ACoS.
+> - **Comparison charts are commonly cited as a top-converting A+ module** (not a formally verified ranking). Worth building for any product with multiple SKUs or sizes to compare.
 > - **Brand Analytics** gives you competitor's keyword data, transforming your research.
 > - **Without Brand Registry**, you can't run Sponsored Brands campaigns.
 > - The **₱30k/year PPC savings** from A+ Content often pays for the trademark within months.
@@ -166,13 +166,13 @@ If a listing genuinely moved from a 45% to a 30% ACoS, the gap at ₱200,000 in
 
 ## Quick check
 
-1. What conversion-rate lift range is commonly cited for A+ Content, and is that a guaranteed Amazon figure?
+1. What conversion or sales lift is commonly cited for A+ Content, and is that a guaranteed Amazon figure?
 2. In the scenario table, going from no A+ Content to Premium A+ Content moves conversion rate from 6% to 10%. What happens to ACoS at the same $0.75 CPC?
 3. Is Brand Registry itself free, or do you pay Amazon for it? What's the actual cost most sellers face?
 4. By month 12 in the cost-of-delay table, how much ad spend is the 15-point ACoS gap worth that month?
 5. Which A+ Content module is called the highest-converting?
 
-**Answers:** (1) Commonly cited as 5-17%, but it's a directional estimate from seller-reported outcomes, not a figure Amazon publishes and guarantees. (2) ACoS drops from 50% to 30%, a 20 percentage point improvement. (3) Brand Registry enrollment itself is free. The real cost is trademarking the brand name, roughly ₱15k-₱30k one-time. (4) ₱30,000 that month. (5) The comparison chart module.
+**Answers:** (1) Commonly cited as 5-17% from seller-reported outcomes; Amazon's own marketing separately frames potential sales lifts of up to 8% (Basic) and 20% (Premium). Neither is a guaranteed figure for a specific listing. (2) ACoS drops from 50% to 30%, a 20 percentage point improvement. (3) Brand Registry enrollment itself is free. The real cost is trademarking the brand name, roughly ₱15k-₱30k one-time. (4) ₱30,000 that month. (5) The comparison chart module.
 
 ## What to read next
 
diff --git a/content/curriculum/modules/4-campaign-architecture/4.3-campaign-structure.mdx b/content/curriculum/modules/4-campaign-architecture/4.3-campaign-structure.mdx
index 54ab87d..8a559e8 100755
--- a/content/curriculum/modules/4-campaign-architecture/4.3-campaign-structure.mdx
+++ b/content/curriculum/modules/4-campaign-architecture/4.3-campaign-structure.mdx
@@ -62,7 +62,7 @@ Campaign: "YB-Broad-Research"
 
 Campaign: "YB-PAT-Competitors"
   Ad Group: "Competitor ASINs"
-    Keywords: (product targeting, competitor ASINs)
+    Targets: (product targeting, competitor ASINs)
 ```
 
 Now you can:
diff --git a/content/curriculum/modules/5-portfolio-strategy/5.3-seasonal-strategy.mdx b/content/curriculum/modules/5-portfolio-strategy/5.3-seasonal-strategy.mdx
index 56f788d..4ba4b36 100644
--- a/content/curriculum/modules/5-portfolio-strategy/5.3-seasonal-strategy.mdx
+++ b/content/curriculum/modules/5-portfolio-strategy/5.3-seasonal-strategy.mdx
@@ -24,10 +24,10 @@ Track three things for each season: traffic level, the ACoS (advertising cost of
 |--------|--------|---------|-------------|--------|
 | **Q1 Lull** | Jan-Mar | Low | High, conversion drops | Trim budgets, consolidate campaigns |
 | **Spring** | Apr-May | Rising | Medium, improving | Test new keywords, prepare summer products |
-| **Prime Day** | Jul | Peak | Low (if prepared) | Aggressive budgets, new launch timing |
+| **Prime Day** | Varies by year; check Amazon's announced dates | Peak | Low (if prepared) | Aggressive budgets, new launch timing |
 | **Q3 Prep** | Aug-Sep | Medium | Medium | Build inventory, stock up for Q4 |
 | **Q4 Peak** | Oct-Dec | Peak | High (competition drives up CPC, cost per click) | Highest budgets, extend ad schedules |
-| **Post-Q4** | Late Dec | Low | Very high | Burn off inventory, analyze data |
+| **Post-Q4** | Jan | Low | Very high | Burn off inventory, analyze data |
 
 ---
 
@@ -117,24 +117,22 @@ Understand that seasonal ACoS is NOT the same as normal ACoS:
 **The Q4 trade-off:**
 Your ACoS will go up in Q4. That's expected and acceptable, as long as your total profit also goes up.
 
-This example assumes a flat 50% gross margin before ad spend, unchanged between the two months. Gross Profit = (Sales × 50%) − Ad Spend.
+This example assumes a flat 50% margin before ad spend, unchanged between the two months. That 50% is gross margin; subtracting ad spend from it gives **profit after ad spend**, not gross profit itself: Profit After Ad Spend = (Sales × 50%) − Ad Spend.
 
 ```
-┌─────────────────────────────────────────────────────────────┐
-│                 SEASONAL PROFIT CALCULATION                   │
-├──────────────┬───────────────┬───────────────┬───────────────┤
-│              │  Normal Month │   Q4 Month    │  Difference   │
-├──────────────┼───────────────┼───────────────┼───────────────┤
-│ Ad Spend     │   ₱50,000     │   ₱300,000    │  +₱250,000    │
-│ ACoS         │   25%         │   40%         │  +15%         │
-│ Sales        │   ₱200,000    │   ₱750,000    │  +₱550,000    │
-│ Gross Profit │   ₱50,000     │   ₱75,000     │  +₱25,000     │
-└──────────────┴───────────────┴───────────────┴───────────────┘
+┌────────────────────────┬───────────────┬───────────────┬───────────────┐
+│                        │  Normal Month │   Q4 Month    │  Difference   │
+├────────────────────────┼───────────────┼───────────────┼───────────────┤
+│ Ad Spend               │   ₱50,000     │   ₱300,000    │  +₱250,000    │
+│ ACoS                   │   25%         │   40%         │  +15%         │
+│ Sales                  │   ₱200,000    │   ₱750,000    │  +₱550,000    │
+│ Profit After Ad Spend  │   ₱50,000     │   ₱75,000     │  +₱25,000     │
+└────────────────────────┴───────────────┴───────────────┴───────────────┘
 ```
 
-Even though ACoS went from 25% to 40%, **total profit increased by ₱25,000** because sales volume, at the same 50% margin, more than made up for the efficiency drop. If margin itself also changes in Q4 (a common case, since sellers often run promotions or lower prices to compete during peak season), redo this calculation with the actual Q4 margin instead of assuming it stayed flat.
+Even though ACoS went from 25% to 40%, **profit after ad spend increased by ₱25,000** because sales volume, at the same 50% margin, more than made up for the efficiency drop. If margin itself also changes in Q4 (a common case, since sellers often run promotions or lower prices to compete during peak season), redo this calculation with the actual Q4 margin instead of assuming it stayed flat.
 
-> **Tip**: Most advertisers PANIC when ACoS climbs in Q4 and cut budgets, exactly when they should be spending MORE. As long as unit profitability is positive, higher ACoS during peak season is better than lower ACoS at lower volume. Don't optimize for ACoS. Optimize for profit.
+> **Tip**: Higher ACoS can be acceptable during peak season when incremental profit after ad spend increases. Compare marginal profit, margin, inventory, and sales volume before raising budgets. Don't optimize for ACoS alone.
 
 ---
 
@@ -143,7 +141,7 @@ Even though ACoS went from 25% to 40%, **total profit increased by ₱25,000** b
 Here's a template you can duplicate for any seasonal event:
 
 ```
-PORTFOLIO: Q4 2026 Holiday
+PORTFOLIO: Q4 [YEAR] Holiday
 │
 ├── CAMPAIGN: SP - Holiday Gift Keywords - Broad
 │   └── Ad Group: Gift Keywords
@@ -227,8 +225,8 @@ POST-SEASON CHECKLIST:
 
 1. What are the three phases of a seasonal PPC strategy?
 2. When should Q4 preparation start, according to this lesson?
-3. In the seasonal profit example, ACoS rises from 25% in a normal month to 40% in a Q4 month. Does gross profit go up or down, and by how much, at the assumed 50% margin?
-4. Why does gross profit still increase even though ACoS gets worse?
+3. In the seasonal profit example, ACoS rises from 25% in a normal month to 40% in a Q4 month. Does profit after ad spend go up or down, and by how much, at the assumed 50% margin?
+4. Why does profit after ad spend still increase even though ACoS gets worse?
 5. What's the biggest mistake sellers make when ACoS climbs during peak season?
 
 **Answers:** (1) Pre-season, in-season, and post-season. (2) August, well before the October start of Q4. (3) It goes up, from ₱50,000 to ₱75,000, a ₱25,000 increase. (4) Sales volume grows so much (from ₱200,000 to ₱750,000) that it more than offsets the lower efficiency, at the same 50% margin. (5) Panicking and cutting budget when ACoS rises, instead of watching profit.
diff --git a/content/curriculum/modules/8-competitive-intelligence/8.1-brand-analytics.mdx b/content/curriculum/modules/8-competitive-intelligence/8.1-brand-analytics.mdx
index 53f626c..2ec3257 100644
--- a/content/curriculum/modules/8-competitive-intelligence/8.1-brand-analytics.mdx
+++ b/content/curriculum/modules/8-competitive-intelligence/8.1-brand-analytics.mdx
@@ -21,18 +21,19 @@ For a Filipino VA managing ₱50k–₱100k/month in ad spend, Brand Analytics i
 
 ## What Is Brand Analytics?
 
-Amazon Brand Analytics (ABA) is a set of reports available to Brand Registered sellers. It gives you direct insight into customer search behavior, shopping patterns, and the competitive landscape, data that non-brand-registered sellers can't see.
+Amazon Brand Analytics (ABA) is a set of reports available to sellers with an active Professional selling account who also have Brand Representative access assigned for a brand enrolled in Amazon Brand Registry. Brand Registry enrollment alone isn't enough to see ABA; the account also needs that role. It gives you direct insight into customer search behavior, shopping patterns, and the competitive landscape, data that sellers without that access can't see.
 
 ### Key Reports
 
 | Report | What It Shows | PPC Use Case |
 |--------|--------------|--------------|
-| **Search Frequency** | Top search terms ranked by frequency | Benchmark your keyword targeting against actual customer demand |
-| **Click Share & Conversion Share** | Your brand's CTR (click-through rate) and CVR (conversion rate) vs top 3 competitors per ASIN (Amazon's product ID) | Identify where competitors are outperforming you |
+| **Top Search Terms** | Top search terms ranked by Search Frequency Rank, each with its top 3 clicked ASINs (Amazon's product ID), click share, and conversion share | Benchmark your keyword targeting against actual customer demand and see where competitors are winning the click |
+| **Search Query Performance** | Funnel-level data (impressions, clicks, cart adds, purchases) and market-share metrics for your top search queries | Diagnose where in the funnel you're losing to competitors on a specific term |
 | **Market Basket Analysis** | Products frequently bought together with yours | Cross-sell targeting and product placement strategy |
-| **Item Comparison** | Which products customers compare yours against | Direct competitor identification for product targeting |
 | **Demographics** | Age, income, education of your customers | Audience targeting refinement |
 
+Amazon discontinued the old standalone Item Comparison / Alternate Purchase Behavior report in 2022. Competitor ASIN discovery today comes from Top Search Terms' top-clicked products, Market Basket Analysis, and your own search-based research, not a dedicated comparison report.
+
 ---
 
 ## Search Frequency Report
@@ -99,7 +100,7 @@ IF demographics show young buyers (18-25):
 
 IF demographics show high-income buyers:
   → Focus on premium positioning in ad copy
-  → Higher acceptable ACoS (advertising cost of sales); they convert well
+  → Treat this as a targeting hypothesis, not proof of conversion or profitability; set your ACoS ceiling from margin and this segment's measured performance
   → Test Sponsored Brands (brand-focused)
 ```
 
@@ -107,10 +108,10 @@ IF demographics show high-income buyers:
 
 ## Pro Tips
 
-- **Brand Registry is non-negotiable.** Without it, you can't access ABA. Register your brand before starting competitive analysis.
+- **Brand Registry alone isn't enough.** You also need an active Professional selling account and Brand Representative access on your account. Confirm both before starting competitive analysis.
 - **Download monthly, not weekly.** Search frequency data changes slowly; weekly downloads waste time.
 - **Correlate with your ad console data.** Cross-reference ABA search terms with your campaign search term report. Terms in ABA but NOT in your report = missed opportunities.
-- **Check the Item Comparison report for product targeting.** The ASINs customers compare yours against are your #1 product targeting candidates.
+- **Use Top Search Terms' top-clicked products for targeting.** Since the standalone Item Comparison report is gone, the ASINs that consistently show up as top-clicked for your category's search terms are your best product-targeting candidates.
 
 ---
 
@@ -125,11 +126,11 @@ IF demographics show high-income buyers:
 ## Quick check
 
 1. Your Search Frequency Report shows a top-100 term your campaigns don't target at all. What's the workflow to act on it?
-2. The Item Comparison report shows customers comparing your product against three other ASINs. What should you do with those ASINs?
+2. Amazon discontinued the old standalone Item Comparison report in 2022. How do you find competitor ASINs to target now?
 3. Market Basket Analysis shows your kitchen scale is frequently bought with measuring cups. What's the PPC use for that?
-4. Your demographics report shows mostly high-income buyers. What does that suggest about acceptable ACoS?
+4. Your demographics report shows mostly high-income buyers. Does that alone justify raising your ACoS ceiling for that segment?
 
-**Answers:** (1) Check if you have a relevant product, then add the term to your campaigns if it fits, and repeat the cross-reference monthly. (2) Target them directly. Those ASINs are your top product-targeting candidates. (3) Target the measuring cups' ASINs for cross-sell and product-targeting campaigns. (4) A higher acceptable ACoS. High-income buyers tend to convert well.
+**Answers:** (1) Check if you have a relevant product, then add the term to your campaigns if it fits, and repeat the cross-reference monthly. (2) Use the top-clicked ASINs shown in the Top Search Terms report for your category's relevant search terms, and target those directly. (3) Target the measuring cups' ASINs for cross-sell and product-targeting campaigns. (4) No, not by itself. Demographics are a targeting hypothesis; the ACoS ceiling should still come from your margin and this segment's actual measured performance, not income alone.
 
 ## What to read next
 
diff --git a/content/curriculum/modules/8-competitive-intelligence/8.2-share-of-voice.mdx b/content/curriculum/modules/8-competitive-intelligence/8.2-share-of-voice.mdx
index 605d8ba..eb83858 100644
--- a/content/curriculum/modules/8-competitive-intelligence/8.2-share-of-voice.mdx
+++ b/content/curriculum/modules/8-competitive-intelligence/8.2-share-of-voice.mdx
@@ -61,7 +61,7 @@ SOV > 35%:    Dominant, you lead the category
 
 ### Method 1: Brand Analytics (Most Accurate)
 
-1. Go to Brand Analytics → **Item Comparison** or **Click Share**
+1. Go to Brand Analytics → **Top Search Terms** for your category's search terms
 2. See your brand's share vs. top competitors
 3. Track month-over-month
 
diff --git a/content/curriculum/modules/8-competitive-intelligence/8.3-competitor-benchmarking.mdx b/content/curriculum/modules/8-competitive-intelligence/8.3-competitor-benchmarking.mdx
index 3643d61..9af97be 100644
--- a/content/curriculum/modules/8-competitive-intelligence/8.3-competitor-benchmarking.mdx
+++ b/content/curriculum/modules/8-competitive-intelligence/8.3-competitor-benchmarking.mdx
@@ -48,7 +48,7 @@ Not every seller in your category is a competitor. Filter by:
 1. **Same price band.** A ₱300 product doesn't compete with a ₱3,000 product
 2. **Same target customer.** Premium vs. value buyers
 3. **Same placement.** Top of Search competitors vs. Rest of Search competitors
-4. **Share of Voice > 5%.** Below 5%, they're not worth your attention
+4. **Current Share of Voice, relevance, and growth together.** A seller under 5% SOV today can still be worth tracking if they're growing fast, closely overlap your product, or hold placements you care about; don't filter on SOV alone
 
 ### Maintain a Competitor Watchlist
 
@@ -74,8 +74,8 @@ Score every dimension on the same four-point scale so the results are comparable
 | Brand term defense | Strong | Medium | Weak | Vulnerability: shore up our own brand-term defense |
 | Long-tail keywords | Weak | Weak | Medium | Opportunity: aggressively target |
 | Video ads | Not using | Not using | Strong | Opportunity: double down |
-| Weekend bid adjustments | Weak (flat bids) | Weak (flat bids) | Strong (scheduled bid rules) | Opportunity: already ahead |
-| Sponsored Display | Not using | Weak (light testing) | Strong | Opportunity: scale up |
+| Weekend bid adjustments | Weak | Weak | Strong | Opportunity: we run scheduled bid rules, they run flat bids, already ahead |
+| Sponsored Display | Not using | Weak | Strong | Opportunity: scale up; Competitor B is only lightly testing this |
 
 New product launches don't fit this scale. Speed to market is a different thing from execution quality: a competitor can launch fast and badly, or slowly and well. Track it separately as a qualitative note (for example, "Brand B ships new variations faster than we do, worth watching") rather than forcing it into a Strong/Medium/Weak score.
 
@@ -172,7 +172,7 @@ Action required: adjust campaigns today
 
 ## Key Takeaways
 
-1. A 30-minute weekly competitive review is enough. Daily analysis is overkill
+1. A 30-minute weekly competitive review plus a quick daily impression-share alert check is enough. Daily deep analysis is overkill, but skipping the daily alert check isn't
 2. Focus on competitors in your price band and customer segment, not every seller
 3. Gap analysis reveals where competitors are weak and you can win
 4. Every insight should produce a specific, measurable campaign action