Meet Dr. PPC.
Fable 5 runs
your Amazon ads.
He never sleeps, never forgets a product, and never waits for the monthly meeting. Dr. PPC is an autonomous Amazon advertising system — powered by Fable 5, trained on the playbooks of an agency that has managed $500M+ for brands you already know. You choose how much he does on his own.
Where he trained / 01
Dr. PPC did his residency inside a real agency.
Not a startup that read some blog posts about Amazon. Full Circle is a full-service Amazon agency that has managed more than half a billion dollars in Amazon revenue — and every account, every mistake, and every playbook that came out of it is what Dr. PPC learned from.
Brands we've worked with
These are eight- and nine-figure operators with catalogs in the hundreds of SKUs. Running accounts at that size for years is where the proprietary part comes from — the category-level knowledge of what actually moves a listing, which you cannot get from a tool's documentation.
How he thinks / 02
Fable 5, pointed at everything we know.
The model is the engine. Our decade of account data and best practices is the fuel. Together they produce something no dashboard and no junior account manager can: a specific, written strategy for every product you sell — and the discipline to execute it every single day.
Read everything
Every campaign, ad group, keyword, search term, and placement in your account — reconciled against a full attribution window, not the last seven days.
Set the goal per product
Fable 5 writes an explicit strategy for each ASIN and for the catalog as a whole: what this product is for, what it should return, and what winning looks like this quarter.
Propose or act
Bids, budgets, negatives, placements, dayparting, structure. Every day, on every product — either applied inside your guardrails or queued for your approval. You decide which.
Log every reason
Each change is written down with the evidence behind it. If Dr. PPC can't explain why he moved a bid, he doesn't move it.
Measure and roll back
Every change ships with a measurement window and a rollback trigger. If the result doesn't show up, the change comes back out.
Escalate honestly
Anything outside his authority goes to a human operator with the context attached — see the ladder below.
The console / 03
This is what he actually hands you.
Not a score. Not a "health check". A written account update and a stack of specific proposals — each one with the evidence behind it, how it will be measured, and the condition that automatically undoes it. In human-approval mode, nothing reaches Amazon until you click.
The account is profitable, but it is paying for the wrong half of the traffic. Product targeting is doing the heavy lifting — a little over half the spend, roughly two thirds of the contribution profit. Exact match is the mirror image: it takes a similar share of the budget and returns a fraction of the profit, because a block of mature exact terms is buying clicks that never convert.
I have identified 11 mature exact-match entities with no orders in a full attribution window and a combined spend that would fund your two best product-targeting campaigns for a month. I want to step their bids down rather than pause them, so we keep the rank signal while we stop the bleeding.
Separately, top-of-search is converting at a materially better rate between 6pm and 11pm than it does in the morning. I would like to shift placement modifiers toward your own order curve.
Four proposals are waiting for you. Nothing has been applied to Amazon.
Decrease bid on "vitamin c face serum" from $1.29 to $1.19
- Evidence
- Mature 14-day exact entity — spent $89.65 across 17 clicks with 0 orders. Zero-conversion spend against a $34 target CPA. The term still holds rank, so a step down beats a pause.
- Measurement
- Hold 14 days. Success = impression share within 10% of today at a lower CPC, with the freed spend absorbed by converting product-targeting entities.
- Rollback
- If clicks fall more than 25% within 7 days, the bid is automatically restored to $1.29 and the entity is re-queued for review.
Add "serum sample free" as a negative exact
- Evidence
- 41 clicks, $37.20 spend, 0 orders over 30 days. Intent mismatch — the query is looking for a giveaway, not a purchase. Same pattern across three ad groups.
- Measurement
- Expect roughly $35/month of wasted spend removed. Watch the parent term's impression share for over-blocking.
- Rollback
- Removed automatically if the parent ad group's click volume drops more than 15% in 14 days.
Move $120/day from a capped, unprofitable ad group into two converting product-targeting campaigns
- Evidence
- Source ad group hit its cap 9 days running at a 96% ACoS. Destination campaigns were budget-limited before 2pm at a 31% ACoS.
- Measurement
- 7-day window. Success = blended ACoS down with sales flat or up.
- Rollback
- Budget returns to the original split if destination ACoS rises above 45% for 3 consecutive days.
Dr PPC™ Console — representative view. Figures are illustrative examples, not a client account.
Your call / 04
You choose how much he does on his own.
"Autonomous" is not one setting, and it should never be the vendor's decision. Dr. PPC runs at whichever of these three levels you pick — and you can change it any time, per account, without renegotiating anything. Some brands start at Level 1 for 60 days, read the log, and move up. Some never do. Both are fine.
Full human approval
Dr. PPC does all the analysis and proposes every change. Nothing touches Amazon without a human clicking approve.
- Every bid, negative, budget and placement change arrives as a proposal card
- Each card carries the evidence, the measurement plan and the rollback trigger
- Approve, reject, or approve in bulk — one click each
- Rejections are read back into the strategy, so he stops proposing what you keep refusing
Supervised autonomy
The routine, low-risk work executes on its own inside guardrails you set. Anything above your threshold queues for approval.
- Auto-applies: negatives on zero-order terms, bid steps within your band, search-term harvesting
- Queues for you: anything above the threshold, structural changes, new campaigns
- You set the band — for example, bid moves up to 10% and budget shifts up to $250/day
- Daily digest of what ran automatically, with the same evidence attached
Fully autonomous
Dr. PPC runs the account inside agreed guardrails. You review the log and the outcomes rather than each decision.
- Every change is still written down with its reasoning and its evidence
- Every change still carries a measurement window and a rollback trigger
- Guardrails are yours: target profitability, spend ceilings, protected SKUs, untouchable campaigns
- Weekly written account update; drop back to Level 1 at any moment
What does not change between levels
The same evidence trail
Level 3 is not a quieter product. Every change produces the identical written record — you're choosing whether to read it before or after.
The same rollback triggers
Nothing is applied without a condition that undoes it. Autonomy raises the speed, not the risk tolerance.
The same hard limits
The list below is off-limits at every level, including Level 3. Full autonomy does not mean unlimited authority.
The same switch, both ways
Move up when you trust it, drop back the week your supply chain gets interesting. Month-to-month, so there's nothing to renegotiate.
What he watches / 05
Awareness most agencies don't have on their best day.
A human account manager watches a handful of these, on the accounts they have time for. Dr. PPC watches all of them, on every product, every day.
Search term performance
What people actually typed, reconciled against real orders — not last-click noise.
Search query performance (SQP)
Your share of impressions, clicks and purchases per query, week over week — the leading indicator before rank moves.
Keyword ranking
Organic position by term, and whether paid pressure is actually moving it.
Profitability
Contribution profit after referral fees, FBA, storage and returns — not ACoS pretending to be profit.
Placement & dayparting
Top-of-search versus rest-of-search economics, bid to your own hourly order curve.
Listing health
Suppressions, buy box loss, stockouts — and spend paused the moment traffic points at a dead page.
Catalog-level goals
Hero SKUs, launches and long-tail treated differently, because they are different.
New-to-brand
Whether you're buying growth or re-buying customers you already had.
Honesty / 06
What he does alone — and what he never does.
Everyone in this category says "autonomous" and nobody defines it. So here's ours, in public. The right-hand column applies at every approval level, including Level 3 — these are not permissions you can switch on.
Runs unattended
- Harvests converting search terms into exact-match ad groups
- Adds negatives for terms burning clicks with no orders
- Moves bids toward each product's profit goal, within guardrails
- Shifts budget off capped, unprofitable ad groups
- Pauses ad groups that have gone cold
- Flags listing suppressions and stops spend on dead pages
- Adjusts by placement and by hour against your own order curve
Always needs a human
- Anything touching inventory risk — he doesn't know your container is late
- Launching a new product or entering a new category
- Large budget changes outside the agreed band
- Pricing and promotion decisions
- Seasonal patterns he hasn't seen before
- Creative and listing changes
- Deciding what "profitable" means for your business
If a vendor won't show you this table, ask them why.
Orbit, included / 07
The whole software suite comes with him. Free.
Dr. PPC lives inside Orbit — Full Circle's full Amazon software suite. Sales, advertising, search terms, keywords, traffic, inventory, finance, ASIN-level profit, and a set of trackers that watch your BSR, buy box, price and fee changes for you. This is software other companies charge a monthly subscription for. With Dr. PPC it is included at no extra cost.
Orbit → Advertising → Campaign Analytics. Live product screenshot; account identity removed. Swipe to see the full view →
That bubble chart is the part most tools don't give you: every campaign plotted as estimated profit against ad spend, coloured by ACoS band, with a break-even line drawn across it. Campaigns sitting under that line are the ones Dr. PPC writes proposals about the next morning.
What's in the suite
- SalesRevenue, units and trend by marketplace
- KeywordsRank tracking by term, paid versus organic
- TrafficSessions, conversion and where they came from
- InventoryCover, velocity and stockout risk
- FinanceFees, reimbursements and contribution profit
- ASINsPer-product economics down to the SKU
- PPC AnalyticsSpend, sales, ACoS, TACoS, RoAS and the hourly day trail
- Search TermsEvery term with an opportunity score and true profit
- Campaign AnalyticsMatch type, campaign type and the profitability map
- Live TrackerToday's spend as it happens, hour by hour
- Dr PPC™ ConsoleThe analysis, the proposals and the decision log
- BSR TrackerBest-seller rank movement by ASIN
- BuyBox TrackerOwnership and loss events
- Price TrackerYours and the competition's
- Fee TrackerAmazon fee changes before they surprise you
- Alerts & notificationsSuppressions, stockouts and spend anomalies
PPC Analytics — the top line, every morning
Search Terms — scored, not just listed
| Search term | Opportunity | Match | Clicks | Spend | Sales | ACoS | Profit |
|---|---|---|---|---|---|---|---|
| vitamin c face serum | 92 High | Exact | 318 | $291 | $1,204 | 24.2% | $402 |
| hydrating serum for dry skin | 88 High | Broad | 204 | $187 | $742 | 25.2% | $241 |
| face serum set | 54 Watch | Phrase | 96 | $113 | $248 | 45.6% | $18 |
| serum sample free | 6 Waste | Broad | 41 | $37 | $0 | — | –$37 |
| best serum 2026 | 11 Waste | Broad | 29 | $34 | $0 | — | –$34 |
Representative rows from the Search Terms view. Illustrative example data — the real view runs to 200 rows a page with wasted-spend and average-CPC cards above it.
Included, not upsold.
Orbit comes with Dr. PPC at no additional charge — there is no separate software line on the invoice, no per-seat pricing and no tier you have to upgrade into to see your own profit numbers. You keep access to every module listed above for as long as Dr. PPC is on the account.
The third category / 08
You've had two bad options. This is the third.
Software hands you a dashboard and wishes you luck. An agency hands you a junior account manager and a monthly meeting. Dr. PPC is the thing in between that nobody was selling.
| PPC software | Traditional agency | Dr. PPC | |
|---|---|---|---|
| Who does the work | You do | A person, some of the time | Fable 5, every day |
| Account touched | When you log in | Weekly at best | Daily, every product |
| Who approves changes | You, manually | Them, told to you later | Your choice of three levels |
| Reason for each change | A rule you wrote | Ask on the next call | Written, with evidence |
| Typical cost | $100–500/mo + your hours | $2,000–5,000/mo retainer | $300/mo + 3% of spend, capped |
| Price published? | Usually | Almost never | On this page |
| Human expertise | None included | Varies with who's assigned | Operators from a $500M+ team |
| Commitment | Annual contract | 6–12 month contract | Month-to-month |
| Software included | It is the software | Billed separately | Full Orbit suite, free |
Price / 09
Published. Capped. Month-to-month.
- Fable 5 working your account every day
- A written strategy per product and for the catalog
- Your choice of approval level — change it whenever you like
- Every change logged with evidence, measurement and a rollback trigger
- Operators from a $500M+ Amazon team supervising
- Full account diagnosis on day one
- The complete Orbit software suite, free
- Weekly plain-English reporting
- Leave whenever you want
Questions / 10
The things people actually ask.
What happens in the first 30 days?
Dr. PPC diagnoses the account, writes the strategy per product, fixes what's obviously broken, and starts the daily loop. Most brands start at Level 1 so they can read every proposal before it ships. You see the weekly report and the full change log. You pay nothing. If it hasn't earned the second month by day 30, we shake hands and part ways.
Can I keep approval on everything?
Yes — that's Level 1, and plenty of accounts stay there. Dr. PPC still does all the analysis and writes every proposal; he just waits for your click before anything reaches Amazon. You can move to supervised or full autonomy later, or move back down, at any time and without renegotiating your agreement.
If I go fully autonomous, what stops a bad day?
Three things. Guardrails you set before he starts — target profitability, spend ceilings, protected SKUs. A rollback trigger attached to every individual change, so a move that doesn't perform is reversed automatically inside its measurement window. And the hard limits in the ladder above, which apply at every level: inventory risk, pricing, new launches and creative always come to a human, no matter what setting you're on.
Is Orbit really included?
Yes. The full suite — sales, advertising, search terms, keywords, traffic, inventory, finance, ASIN profitability, the BSR, buy box, price and fee trackers, and the Dr PPC Console itself — comes with the service at no additional charge. There is no separate software line on your invoice and no tier you have to buy up into to see your own numbers.
Is this just a bid rule with a marketing name?
No. A rules engine executes conditions you wrote. Fable 5 reads the whole account, writes a strategy per product against your economics, then acts on it — and logs the reasoning for every change so you can audit the thinking, not just the outcome.
How do I know the ads caused the growth?
Honestly: last-click attribution can't prove incrementality, and never could. What works is holding out a region or an ASIN set, comparing against a matched control, and reconciling in Amazon Marketing Cloud where DSP and sponsored ads stop double-counting. We'll show you the method before we show you a number.
Is my account big enough?
Dr. PPC fits brands doing roughly $500k a year and up on Amazon. Below that, the percentage is small enough that we probably aren't the highest-leverage thing you could buy — and we'll say so on the call.
Do I lose control of my account?
No. You keep ownership of everything, you choose the approval level, you can see every change and its reason, and the ladder above is the real boundary. Anything outside it comes to a human first.
What does the 3% cap mean?
The percentage stops growing past the cap no matter how large your ad spend gets. Scaling your business shouldn't quietly scale our invoice.
Start / 11
Put Dr. PPC on your account.
Twenty minutes. We'll look at your real account, show you the strategy Fable 5 writes for your top products, and let you pick the approval level you're comfortable with. The first 30 days are free either way — and Orbit comes with it.