Overview
A US-based brand had run Amazon Sponsored Products campaigns for 18 months, but the account was never properly structured. When they came to AMZOS, ACOS was at 48%, while their target was closer to 25 to 30%. The account had dozens of auto campaigns, no negative keywords, and no regular search term reviews. Branded and non-branded traffic were also mixed together, making it difficult to see where the ad spend was actually going.
ACOS was sitting at 48% with no clear visibility into which campaigns, ad groups, or search terms were responsible for the overspend.
Most campaigns were broad auto campaigns with no negative keywords, so ads were showing for irrelevant searches.
Branded and non-branded traffic was running inside the same campaigns, making it impossible to evaluate true category performance against branded demand separately.
High-converting search terms had not been moved into exact or phrase campaigns for better control.
TACOS was above 35%, so advertising was taking a large share of the brand's total sales.
Pulled 60 days of search term reports to identify which terms were converting, which were wasting budget, and where the structural problems were concentrated before making any changes.
Separated branded, non-branded, competitor-targeting, and product-targeting into distinct campaigns with individual budgets and bid logic, ending the practice of running all traffic types together.
Built negative keyword lists from the search term audit, blocking irrelevant, low-intent, and duplicate search terms from consuming budget across auto and broad campaigns.
Moved the top-converting search terms from auto and broad campaigns into dedicated exact-match campaigns with controlled bids, capturing the best traffic more efficiently and at a lower cost per click.
Direct bottom-line efficiency without sacrificing keyword relevancy or Amazon BSR rankings
Stabilized comfortably within client target range
Dropped total ad cost share from 35%+, preserving brand margins
Cleared over $8,500 per month of unprofitable search term leakage
Scaled top 38 revenue keywords with high-intent precision bidding
