Revamp all 9 modules: exercises, worksheets, quiz depth, answer review

content/curriculum/modules/1-foundations/1.1-read-ppc-data-before-you-change-it.mdx

@@ -142,6 +142,28 @@ Answer these before reading further:
 
 Your written answer should name the campaign objective, the data window, the maximum-CPC or break-even logic, and the next review date, not just the four calculations.
 
+## Your worksheet: start your Profitability and Max-CPC Sheet
+
+Open a blank note or spreadsheet. This is Part 1 of a sheet you'll build across all five lessons in this module, the Profitability and Max-CPC Sheet. You don't submit it anywhere. It's yours to keep and reuse the next time a real client asks "is this campaign working."
+
+Fill in these fields for one real or practice product:
+
+```text
+Product: ____________________
+Price: ____________________
+Campaign objective (launch / mature / branded-defense): ____________________
+This week's impressions: ____________________
+This week's clicks: ____________________
+This week's ad spend: ____________________
+This week's orders: ____________________
+This week's ad-attributed sales: ____________________
+This week's total sales: ____________________
+Data window (start date to end date): ____________________
+First question to investigate: ____________________
+```
+
+Lesson 1.2 adds max CPC to this sheet. 1.3 adds break-even ACoS. 1.4 adds minimum ROAS. By 1.5 it's a complete one-page read on a real product.
+
 ## Client language
 
 Use this structure when you explain a performance issue:
@@ -159,3 +181,16 @@ Use this structure when you explain a performance issue:
 ## Key takeaway
 
 Metrics are a diagnostic system, not a scoreboard. Read the path from impression to order, confirm the objective, and choose the smallest safe action that fits the evidence.
+
+## Fact card
+
+```text
+Product or feature: Sponsored Products campaign performance reports (the report columns behind the Big Six)
+What the learner can do: Pull impressions, clicks, spend, orders, and sales at the campaign, ad group, and keyword level, and use them to calculate CPC, CTR, CVR, ACoS, and ROAS
+Who can access it: Any Sponsored Products advertiser, through Campaign Manager or bulk report downloads
+Retailer or marketplace scope: Amazon Advertising Console (US marketplace examples used in this lesson)
+Official source URL: https://advertising.amazon.com/help — specific report-column article not verified; content owner to confirm and link at rewrite time
+Last verified: pending content-owner review
+Next review due: pending content-owner review
+Owner: Ryan Roland Dabao
+```

content/curriculum/modules/1-foundations/1.2-cpc-ctr.mdx

@@ -103,6 +103,35 @@ Ad relevance signals connect CPC and CTR. Amazon doesn't publish a single inspec
 
 When you see high CPC and low CTR together, the most common root cause is keyword relevance: the targeting is too broad for the product. Fix targeting first. Raising the bid to compensate for poor relevance usually just buys more of the same low-quality clicks.
 
+## Your turn
+
+Work this before checking the answer.
+
+You manage a listing for a $22 kitchen thermometer. It converts at 9%, and the client's target ACoS is 28%. This week the keyword "instant read thermometer" spent $84 and got 70 clicks.
+
+Answer these before reading further:
+
+- What's the maximum CPC this target can support?
+- What's the actual CPC this week?
+- Is the actual CPC above or below the maximum?
+- If it's above, what should you check first, the bid or the targeting? Why?
+
+**Work it through:** Maximum CPC = $22 × 0.09 × 0.28 = $0.55. Actual CPC = $84 ÷ 70 = $1.20, more than double the maximum. Before touching the bid, pull the search-term report: a CPC this far above the ceiling is more often a sign the keyword or match type is too broad for this product than a sign the bid itself is wrong. Lowering the bid without fixing targeting risks losing the clicks that do convert along with the ones that don't.
+
+## Add to your worksheet
+
+Part 2 of your Profitability and Max-CPC Sheet from Lesson 1.1. Add these fields and fill them in for the same product:
+
+```text
+Product's CVR: ____________________
+Target ACoS: ____________________
+Maximum CPC (price × CVR × target ACoS): ____________________
+Actual CPC this week: ____________________
+Above or below maximum?: ____________________
+CTR this week: ____________________
+If CPC is above maximum, is the first check the bid or the targeting?: ____________________
+```
+
 ## Fact card
 
 ```text

content/curriculum/modules/1-foundations/1.3-acos-tacos-profitability.mdx

@@ -116,6 +116,48 @@ When a client is worried about high ACoS during a launch, the useful question is
 
 **Expected result:** lowering average CPC from $1.40 to $1.15 (about an 18% cut) while holding clicks at 150 drops spend from $210 to $172.50. With ad sales unchanged at $540, ACoS falls to about 32%, now profitable.
 
+## Your turn
+
+Work this before checking the answer.
+
+Product: a travel pillow, $27.99, 32% margin. This week: ad spend $340, ad sales $680, total sales $1,020.
+
+Answer these before reading further:
+
+- What is the break-even ACoS for this product?
+- What is the actual ACoS this week?
+- Is the campaign profitable?
+- What is the profit or loss per ad sale at this ACoS?
+- What is the TACoS, and does it look healthy?
+
+**Work it through:** Break-even ACoS is the margin itself, 32%. Actual ACoS = $340 ÷ $680 × 100 = 50%, above the 32% break-even, so the campaign is losing money on every ad sale. Profit per ad sale = $27.99 × 0.32 − $27.99 × 0.50 = $8.96 − $14.00 = −$5.04. TACoS = $340 ÷ $1,020 × 100 = 33.3%, high for a product that's losing money on the ads driving it. The first move is finding out why ACoS is so far above margin, CPC, CVR, or an aggressive objective, before deciding what to change.
+
+## Add to your worksheet
+
+Part 3 of your Profitability and Max-CPC Sheet from Lesson 1.1. Add these fields:
+
+```text
+Manufacturing + shipping + fees (total cost to sell): ____________________
+Profit margin before ads (price − total cost, ÷ price): ____________________
+Break-even ACoS (same number as the margin): ____________________
+This week's actual ACoS: ____________________
+Profit or loss per ad sale at that ACoS: ____________________
+This week's TACoS: ____________________
+```
+
+## Fact card
+
+```text
+Product or feature: Seller fees behind a product's break-even ACoS (referral fee, FBA fulfillment fee)
+What the learner can do: Look up a product's actual referral fee percentage and FBA fee in Seller Central to calculate a real break-even ACoS, instead of assuming this lesson's example percentages apply
+Who can access it: Any seller with Seller Central access (Revenue Calculator, fee schedules)
+Retailer or marketplace scope: Amazon Seller Central, US marketplace. Referral fee percentage varies by category, and FBA fees vary by size tier and weight
+Official source URL: https://sellercentral.amazon.com/help — specific fee-schedule article not verified; content owner to confirm and link at rewrite time
+Last verified: pending content-owner review
+Next review due: pending content-owner review
+Owner: Ryan Roland Dabao
+```
+
 ## Quick check
 
 1. Your product sells for $40 and costs $18 to make and sell, before ads. What's the profit margin and break-even ACoS?

content/curriculum/modules/1-foundations/1.4-roas-measuring-return.mdx

@@ -78,6 +78,46 @@ Campaign A has both the lower ACoS (25.4% vs 28.6%) and the higher ROAS (3.94x v
 
 Don't optimize for the highest ROAS in isolation. A 5.0x ROAS on $50 in ad spend ($250 in ad sales) is worth less than a 3.5x ROAS on $1,000 in ad spend ($3,500 in ad sales). Profitable volume beats a small edge in efficiency at a much smaller scale.
 
+## Your turn
+
+Work this before checking the answer.
+
+A client's candle product has a 38% margin. Campaign C spent $150 and generated $525 in ad sales this week.
+
+Answer these before reading further:
+
+- What is the ROAS for Campaign C?
+- What is the minimum ROAS this product needs to stay profitable?
+- Is Campaign C above or below that minimum?
+- If you were reporting this to the client instead of a PPC colleague, which number would you lead with, ROAS or ACoS? Why?
+
+**Work it through:** ROAS = $525 ÷ $150 = 3.5x. Minimum ROAS = 1 ÷ 0.38 = 2.63x. Campaign C's 3.5x is comfortably above the 2.63x minimum, so it's profitable with room to spare. Reporting to the client, lead with ROAS: "For every dollar you put in, you got $3.50 back" reads as a return, the frame most business owners already think in. ACoS reads as a cost, which is the frame you use when you're the one optimizing the campaign.
+
+## Add to your worksheet
+
+Part 4 of your Profitability and Max-CPC Sheet from Lesson 1.1. Add these fields:
+
+```text
+Product's profit margin: ____________________
+Minimum ROAS (1 ÷ margin): ____________________
+Target ROAS with a safety cushion: ____________________
+This week's actual ROAS (ad sales ÷ ad spend): ____________________
+Above or below minimum?: ____________________
+```
+
+## Fact card
+
+```text
+Product or feature: ROAS visibility in the Amazon Advertising Console
+What the learner can do: Know that Sponsored Products dashboards report ACoS by default; ROAS is either a derived or toggleable view depending on the report, not always a standing column, so confirm how to surface it in the account you're working in
+Who can access it: Any Sponsored Products advertiser
+Retailer or marketplace scope: Amazon Advertising Console (US marketplace)
+Official source URL: https://advertising.amazon.com/help — specific article not verified; content owner to confirm and link at rewrite time
+Last verified: pending content-owner review
+Next review due: pending content-owner review
+Owner: Ryan Roland Dabao
+```
+
 ## Quick check
 
 1. You spend $300 and generate $900 in ad sales. What's your ROAS?

content/curriculum/modules/1-foundations/1.5-metrics-in-practice.mdx

@@ -122,6 +122,35 @@ For the kitchen scale at week 6: average order value $24.99, CVR 11% (0.11), tar
 
 Treat $0.69 as the maximum average CPC this product can support at a 25% target, not a hard per-click cap: your entered bid, placement adjustments, and bid strategy settings decide what any single click actually costs, and dynamic bidding can push individual auctions higher. What matters is your realized CPC over time. If Amazon's suggested bid range is $0.80 to $1.20, treat that as a signal to compare against your maximum, not a bid to accept by default.
 
+## Your turn
+
+Diagnose this pattern before reading further.
+
+A protein shaker bottle, $18.99, 34% margin. This week: CTR 3.1% (strong for the category), CVR 2%, ACoS 68%.
+
+Answer these before reading further:
+
+- Which of the four patterns above does this match?
+- Is the fix more likely a targeting fix or a listing fix?
+- What would you check first?
+- What should you not do first?
+
+**Work it through:** This is Pattern 1: high CTR, low CVR, high ACoS. The clicks are relevant enough to earn a strong CTR, but they're not converting, so pull the search-term report first to confirm the traffic really is relevant, then look at the listing itself: main image, price against competitors, reviews, and whether the product matches what a shopper searching this term expects to find. Don't lower bids or pause the keyword before checking the listing. If the traffic is relevant and the listing still isn't converting, the keyword isn't the problem.
+
+## Complete your worksheet
+
+Part 5, the last piece of your Profitability and Max-CPC Sheet from Lessons 1.1 through 1.4. Add this final section:
+
+```text
+This week's pattern (1, 2, 3, or 4 from this lesson): ____________________
+Bottleneck metric: ____________________
+Root cause to check first: ____________________
+One action to take this week: ____________________
+Next review date: ____________________
+```
+
+Your sheet now has five parts: the raw metrics and objective from 1.1, max CPC from 1.2, break-even ACoS from 1.3, minimum ROAS from 1.4, and this week's diagnosis from 1.5. Keep it somewhere you can find it. It's your evidence you can do this math on a real product, not just this lesson's examples.
+
 ## Client language
 
 Use this when handing off a weekly read to a client or teammate:
@@ -137,6 +166,19 @@ Use this when handing off a weekly read to a client or teammate:
 
 **Answers:** (1) Likely a listing fix, but confirm it with the search-term report first: if the terms triggering the ad are genuinely relevant, the page isn't converting them. (2) A launch campaign is still building search-term data and reviews, so day-one metrics reflect the learning phase, not steady-state performance. (3) $35 × 0.12 × 0.20 = $0.84. (4) Changing everything at once makes it impossible to know which change caused which result, so you can't repeat what worked or undo what didn't.
 
+## Fact card
+
+```text
+Product or feature: Minimum-data guardrails before acting on a keyword (referenced across this lesson's diagnostic framework)
+What the learner can do: Treat "pause after 30+ clicks with no conversions" as a teaching heuristic to adjust with account history and category norms, not an Amazon-stated rule to quote to a client as official policy
+Who can access it: N/A — this is guidance, not a platform feature
+Retailer or marketplace scope: General Amazon Advertising practice; no official minimum-data policy is published
+Official source URL: No single official source (teaching heuristic, not a documented Amazon policy)
+Last verified: pending content-owner review
+Next review due: pending content-owner review
+Owner: Ryan Roland Dabao
+```
+
 ## Module 1 complete
 
 You've built the vocabulary and the read: CPC, CTR, CVR, ACoS, TACoS, and ROAS, plus the diagnostic framework for reading them as a pattern and the maximum-CPC formula for setting a defensible bid. Module 2, Keyword Research, is next. That's where you turn this reading skill into the target list a campaign actually runs on.

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

@@ -181,6 +181,32 @@ Before reading further: what do you do with each of these two search terms, and
 
 **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.
 
+## Add to your worksheet
+
+Part 1 of your Keyword Map. You'll build this across all four Module 2 lessons.
+
+```text
+Product: ____________________
+3 candidate keywords, and the match type you'd start each at (broad / phrase / exact):
+1. ____________________
+2. ____________________
+3. ____________________
+Why each one starts at that match type: ____________________
+```
+
+## Fact card
+
+```text
+Product or feature: Phrase match close variants (Amazon's 2022 update)
+What the learner can do: Know that phrase-match keywords also match Amazon's close variants (plurals, misspellings, and similar phrasing), not only the literal phrase, since Amazon's 2022 change
+Who can access it: All Sponsored Products advertisers using phrase match
+Retailer or marketplace scope: Amazon Advertising Console
+Official source URL: https://advertising.amazon.com/help — specific match-type-update article not verified; content owner to confirm and link at rewrite time
+Last verified: pending content-owner review
+Next review due: pending content-owner review
+Owner: Ryan Roland Dabao
+```
+
 ## Client language
 
 Use this when a client asks why you're splitting one campaign into three:

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

@@ -231,6 +231,30 @@ You've pulled 150 candidate keywords for a $22 silicone oven mitt from the searc
 
 **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.
 
+## Add to your worksheet
+
+Part 2 of your Keyword Map from Lesson 2.1.
+
+```text
+Research sources checked (circle): Search term report / Brand Analytics / Auto-campaign mining / Amazon search suggest
+Candidate keywords found: ____________________
+Keywords remaining after the Analyze step (relevance + intent filter): ____________________
+Top 3 high-priority keywords after scoring: ____________________
+```
+
+## Fact card
+
+```text
+Product or feature: Search Frequency Rank in Amazon Brand Analytics
+What the learner can do: Read Search Frequency Rank as a relative ranking (rank 1 is the most-searched term that period), not an absolute search count, and know it requires Brand Registry to access
+Who can access it: Sellers and vendors enrolled in Brand Registry
+Retailer or marketplace scope: Amazon Brand Analytics, US marketplace
+Official source URL: https://advertising.amazon.com/help — specific Brand Analytics article not verified; content owner to confirm and link at rewrite time
+Last verified: pending content-owner review
+Next review due: pending content-owner review
+Owner: Ryan Roland Dabao
+```
+
 ## Client language
 
 Use this when a client asks why keyword research takes a full session instead of "just picking good keywords":

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

@@ -191,6 +191,29 @@ 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.
 
+## Add to your worksheet
+
+Part 3 of your Keyword Map from Lesson 2.1.
+
+```text
+Pre-emptive negatives (before launch): ____________________
+Negatives found in the search term report so far (term, exact or phrase): ____________________
+Which negatives are campaign-level vs. ad-group-level, and why: ____________________
+```
+
+## Fact card
+
+```text
+Product or feature: Negative match types (negative exact, negative phrase)
+What the learner can do: Know Amazon supports only negative exact and negative phrase for negative keywords — there is no negative broad match
+Who can access it: All Sponsored Products advertisers
+Retailer or marketplace scope: Amazon Advertising Console
+Official source URL: https://advertising.amazon.com/help — specific negative-keyword article not verified; content owner to confirm and link at rewrite time
+Last verified: pending content-owner review
+Next review due: pending content-owner review
+Owner: Ryan Roland Dabao
+```
+
 ## Client language
 
 Use this when a client asks why you're blocking search terms instead of just lowering bids: