When looking at Vendor Central, we consider profitability or net pure profit margin [PPM]. Understanding our net PPM has defined how much we consider advertising and what products we promote. For Amazon vendors with larger ASIN assortments, we sort the ASINs in the catalogue to identify products with potential to perform well. Since these products are often on tighter budgets, we look for items that have the potential to drive purchases. If we see products or keywords with higher conversion rates, we move them into other areas of the marketing funnel for testing. One of our keyword-targeting strategies includes broad-match modifier campaigns. These strategies allow us to leverage broad matches and arrange keywords in any order with the ability to add a qualifier that requires specific keywords. This unlocks a lot of strategic keywords.