content: rebuild Modules 2-8 to the full lesson-production standard

content/curriculum/modules/2-keyword-research/2.1-match-types.mdx

@@ -10,6 +10,14 @@ xpReward: 75
 
 # Match Types: Broad, Phrase, Exact (The Three Levers of Control)
 
+## What you can do after this lesson
+
+Choose the right match type, broad, phrase, or exact, for a keyword's role in a campaign, and explain that choice to a client in plain terms.
+
+## The decision in one sentence
+
+Match type controls how loosely or tightly a shopper's search has to match your keyword before your ad can show: broad to discover, phrase to scale, exact to protect proven winners.
+
 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:
@@ -163,6 +171,22 @@ CAMPAIGN: Exact Profit
 > - The match type hierarchy works downward: broad → phrase → exact.
 > - **Never stop adding negatives.** Every campaign, every week.
 
+## Your turn
+
+Work this through before checking the answer.
+
+You've been running one broad-match ad group for a $45 stainless-steel water bottle for three weeks. The search term report shows "stainless steel water bottle" converting at 14% with a $1.10 CPC, and "water bottle" alone converting at 1.5% with a $0.95 CPC and no sign of improving.
+
+Before reading further: what do you do with each of these two search terms, and why?
+
+**Work it through:** "Stainless steel water bottle" is proven and specific. Move it to its own exact-match campaign so you can bid it up without paying broad-match rates for a term you already know converts. "Water bottle" alone is broad, low-converting, and has had three weeks to prove itself; it hasn't. Add it as a negative in the broad campaign (exact or phrase, depending on how much of that broader traffic is worth keeping) so the broad-match budget goes to terms still worth discovering, not one that's already shown its hand.
+
+## Client language
+
+Use this when a client asks why you're splitting one campaign into three:
+
+> "I'm separating your keywords by match type so each one gets a bid that matches how confident we are it'll convert. Proven terms get their own campaign so we can raise bids safely, while new terms stay in a broader net so we keep discovering without overpaying."
+
 ## Quick check
 
 1. Your keyword is broad-match "water bottle." Would "large water bottle for gym" trigger your ad?

content/curriculum/modules/2-keyword-research/2.2-keyword-research-workflow.mdx

@@ -10,6 +10,14 @@ xpReward: 100
 
 # Keyword Research Workflow & Tools
 
+## What you can do after this lesson
+
+Run the four-step keyword research workflow (research, analyze, prioritize, organize) end to end for a real product, and produce a keyword map ready for campaign structure.
+
+## The decision in one sentence
+
+Before adding a single keyword to a campaign, cast a wide net for candidates, then filter, score, and group them, so structure and bids are built on data, not guesses.
+
 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.
@@ -215,6 +223,20 @@ Here's what a real keyword research session looks like for a **bamboo cutting bo
 > - **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.
 
+## Your turn
+
+Work this through before checking the answer.
+
+You've pulled 150 candidate keywords for a $22 silicone oven mitt from the search term report and Brand Analytics. Before organizing anything, pick the two filtering criteria you'd apply first to cut that list down, and name one keyword you'd remove immediately.
+
+**Work it through:** Start with intent and relevance. Remove research-intent terms ("how to clean oven mitt," "oven mitt vs pot holder") since they rarely convert in the same session, and remove anything outside your actual product category (for example "kitchen gloves," if your listing is mitts only). Volume and competition matter, but they're prioritization criteria for what survives the first cut, not the first cut itself. Filtering by intent and relevance too late means you waste scoring effort on keywords that should never have made the list.
+
+## Client language
+
+Use this when a client asks why keyword research takes a full session instead of "just picking good keywords":
+
+> "I pulled every search term that could plausibly lead to your product, then filtered and scored what survived by relevance and competition. What you'll see in the campaign is the top tier of that process, not a first guess."
+
 ## Quick check
 
 1. What are the four steps of the keyword research workflow, in order?

content/curriculum/modules/2-keyword-research/2.3-negative-keywords.mdx

@@ -10,6 +10,14 @@ xpReward: 100
 
 # Negative Keywords: The Most Underused Profit Lever
 
+## What you can do after this lesson
+
+Identify wasted spend from a search term report and decide whether to block it with a negative exact or negative phrase, at the campaign or ad group level.
+
+## The decision in one sentence
+
+A search term with real spend and no sales is a negative candidate; whether it's exact or phrase, campaign- or ad-group-level, depends on how narrow the waste is.
+
 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.
@@ -173,6 +181,22 @@ The first two weeks are critical. This is when new search terms flood in and you
 > - 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.
 
+## Your turn
+
+Work this through before checking the answer.
+
+A search term report for a $19.99 silicone baking mat shows two terms: "baking mat 3 pack" (12 clicks, $9 spend, 2 sales) and "microwave splatter cover" (20 clicks, $16 spend, 0 sales, and it's clearly a different product).
+
+Before reading further: what do you do with each term, and at what level?
+
+**Work it through:** "Baking mat 3 pack" is converting; leave it alone, it isn't a negative candidate at all. "Microwave splatter cover" has real spend, zero sales, and describes a different product entirely, not just a loose match. Add it as a negative phrase (so it also blocks variants like "silicone microwave splatter cover") at the campaign level, since the irrelevance isn't specific to one ad group's theme, it's wrong for the whole campaign.
+
+## Client language
+
+Use this when a client asks why you're blocking search terms instead of just lowering bids:
+
+> "This search term is unrelated to what you sell, so no bid would make it profitable. I've added it as a negative, which stops the wasted clicks entirely rather than just making them cheaper."
+
 ## Quick check
 
 1. In the before-and-after example, what did ACoS drop from and to after adding negatives?

content/curriculum/modules/2-keyword-research/2.4-keyword-grouping.mdx

@@ -10,6 +10,14 @@ xpReward: 75
 
 # Keyword Grouping for Campaign Structure
 
+## What you can do after this lesson
+
+Group a keyword list into themed ad groups by shared shopper intent, and decide when a group needs to be split.
+
+## The decision in one sentence
+
+If every keyword in a group doesn't share one obvious shopper intent, split the group; one bid and one negative list should make sense for everything inside it.
+
 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.
@@ -187,6 +195,22 @@ You don't need to do this perfectly on day one. In fact, your first grouping wil
 > - Start simple (3-4 groups) and **refine with data** (eventually 5-8 groups).
 > - **Review quarterly.** Search behavior changes and your groups should too.
 
+## Your turn
+
+Work this through before checking the answer.
+
+You have five keywords for a $30 yoga mat: "yoga mat," "extra thick yoga mat," "yoga mat gift set," "eco friendly yoga mat," "yoga mat for beginners."
+
+Before reading further: which of these belong together in one ad group, and which need their own group?
+
+**Work it through:** "Yoga mat," "extra thick yoga mat," and "yoga mat for beginners" share the same general-shopper intent (buying one for themselves, based on product features), so they can sit together. "Yoga mat gift set" is a different shopper, buying for someone else, likely more price- and packaging-sensitive, and belongs in its own "Gift" group. "Eco friendly yoga mat" reflects a values-driven shopper who may deserve a different bid; even without per-group ad copy, that's a distinct enough theme to track separately rather than fold into the general group.
+
+## Client language
+
+Use this when a client asks why you're not putting all their keywords in one ad group:
+
+> "I've grouped your keywords by what the shopper is actually looking for, not just by product name. That way each group gets a bid that matches its real conversion behavior, and I can tell you exactly which shopper type is working, instead of one blended number."
+
 ## Quick check
 
 1. What's the quick test for whether an ad group needs to be split into two?

content/curriculum/modules/3-listing-optimization/3.1-listing-quality-score.mdx

@@ -10,6 +10,14 @@ xpReward: 100
 
 # Listing and Ad Relevance Signals
 
+## What you can do after this lesson
+
+After this lesson, you can look at a listing's CTR (click-through rate), CVR (conversion rate, orders divided by clicks), and other observable signals and decide whether a weak listing or a weak bid is the real problem.
+
+## The decision in one sentence
+
+Weak CTR and CVR point to a listing problem, so fix the listing before you touch the 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.
@@ -190,6 +198,20 @@ Go through this checklist before spending a single peso on ads:
 
 ---
 
+## Your turn
+
+Work this through before checking the answer.
+
+You manage PPC for a client's silicone baking mat, priced at $15.99, running on the exact match keyword "silicone baking mat." Two weeks in, average CPC (cost per click) is $0.68, CTR is 0.18%, CVR is 4.2%, and ACoS (advertising cost of sales) is about 101%. The listing has only 3 images, no A+ Content, a 3.6-star rating from 9 reviews, and bullet points that are single generic lines like "Non-stick surface." The client's daily ad budget is ₱2,800, and they want you to raise bids by 30% tomorrow to "get more traffic." Before reading further: should you raise the bid, or fix the listing first, and which two listing fixes would you prioritize this week?
+
+**Work it through:** The signals here, low CTR, low CVR, thin reviews, no A+ Content, and generic bullets, are the observable inputs this lesson flags as plausible drags on ad efficiency. An ACoS above 100% already shows the ad is spending more on clicks than it earns back in sales, before even counting product cost. Raising the bid on a listing this weak just pays more for the same weak signals; it doesn't fix why shoppers aren't clicking or converting. Fix the listing first: this week, rewrite the bullets to lead with a benefit and proof instead of a bare feature, and add more images (at least 5, with a lifestyle shot) since 3 images with no A+ Content is well below what a listing needs before serious ad spend. Only after CTR and CVR move should the bid conversation restart.
+
+## Client language
+
+Use this when a client asks why raising the bid isn't the first step:
+
+> "Right now our cost per click is high because shoppers aren't clicking or buying at the rate that earns cheaper clicks from Amazon. Before we spend more on bids, let's fix the listing itself (photos, bullets, reviews) so the same ad budget works harder, then revisit bids once those numbers improve."
+
 ## Quick check
 
 1. Does Amazon publish a single, checkable "Quality Score" for a listing?

content/curriculum/modules/3-listing-optimization/3.2-listing-anatomy.mdx

@@ -10,6 +10,14 @@ xpReward: 75
 
 # Listing Anatomy: Title, Bullets, Images & PPC
 
+## What you can do after this lesson
+
+After this lesson, you can rewrite a listing's title, bullet points, and image sequence using the PPC-aware formulas in this lesson so each section pulls its own weight for CTR (click-through rate) and CVR (conversion rate, orders divided by clicks).
+
+## The decision in one sentence
+
+The title earns you the click and the bullets and images earn you the sale, so build the title around your primary keyword and build the bullets and images around feature, benefit, and proof.
+
 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.
@@ -186,6 +194,20 @@ Use this before every product launch:
 > - 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. That hour is small next to what a weak listing burns in wasted ad spend, even though the exact payback ratio varies per product.
 
+## Your turn
+
+Work this through before checking the answer.
+
+You're optimizing the listing for a $19.99 collapsible silicone travel mug. The current title is "Silicone Travel Mug." The current bullet 1 reads "350ml capacity." The main image sits on a white background but is only 900px, and there are just 3 images total. Before reading further: rewrite the title so it's PPC-optimized but still natural to read, rewrite bullet 1 using the feature to benefit to proof structure, and name the two image fixes needed before this listing is ready for real ad spend.
+
+**Work it through:** Title: "Collapsible Silicone Travel Mug, 350ml Cup for On-the-Go Use." That adds the confirmed capacity and a general use-case phrase without inventing features the brief never confirmed, since a title should only promise what the listing can actually back up. Bullet 1: "COLLAPSES TO HALF THE SIZE. At 350ml, this mug flattens down to fit any bag pocket or cup holder once you're done with it. Confirm with the client whether it's leakproof and tested for daily carry before adding that as a third sentence, since an unverified durability claim is worse than none at all." That moves the bullet from a bare spec ("350ml capacity") toward feature and benefit, with proof added only once it's actually verified. Image fixes: the main image needs to reach at least 1000px so Amazon's zoom feature can activate, and the listing needs more than 3 images, at least 5, ideally with a lifestyle shot in position 2 showing the mug in use.
+
+## Client language
+
+Use this when a client asks why you're rewriting a title that already has the product name in it:
+
+> "The current title only matches one search term, so I'm rewriting it to naturally include the confirmed size and general use-case language. That can improve relevance signals, but how many searches we actually show for still depends on our campaign's targeting and match types, not the title alone."
+
 ## Quick check
 
 1. Why should you keep your title concise and natural instead of stuffing it with keywords?