How Campaign Structure Helped Identify Where Advertising Money Was Going
An Amazon account can contain dozens or hundreds of campaigns and still provide poor visibility into where advertising money is working. This happened in an illustrative case where an account had reached an 89% ACoS. Several products, search terms, and campaign purposes were mixed together, making it difficult for the seller to understand the source of the waste.
The seller was operating a specialty food brand with several variations. Broad discovery terms, specific product searches, and different SKUs had been grouped into campaigns without a consistent structure.
Our PPC team separated the account according to product and search behavior. We examined which terms were producing orders, which were producing clicks without enough sales, and which products were consuming budget without supporting the desired return.
The team then worked with the catalog side of the business because the campaign structure could not solve weak product pages. Relevant products were reviewed through an amazon product listing optimization service process where needed.
After the listing work and campaign restructuring, the PPC team continued monitoring the account rather than immediately increasing spend.
The illustrative ACoS moved from 89% toward 22%.
The seller gained a clearer view of where money was being spent and why.
This was also where an Amazon advertising consultant approach became useful. Instead of looking only at account-level ACoS, the team could examine individual campaigns and make decisions based on their purpose and commercial behavior.
A campaign designed to find new customers may behave differently from a campaign capturing highly specific searches. Treating both as identical can create poor decisions.
For our team, campaign structure is valuable because it makes the account easier to understand. Once the source of wasted spend becomes visible, the seller can decide what should change instead of cutting the entire advertising budget.