Amazon brand
Same budget. 34% more orders.
Thirty percent of this account's ad spend was going to broad match, auto campaigns and vague ASIN targets. Moved to exact-match terms with real conversion history: ACoS down 27% and orders up 34% inside 21 days, with nothing added to the budget.
A single-account restructure rather than a full engagement, and short enough to be worth showing on its own. Client numbers, shared with permission; the brand stays confidential.
Amazon
What we found
Thirty percent of the budget was buying the wrong clicks.
This is the single most common thing we see in an underperforming ad account, and it almost never looks like a problem in the reporting. The spend is there, the clicks are there, the account is busy.
Broad match, auto campaigns, search terms with no clear purchase intent, ASIN targets that barely convert. Individually each one is defensible as discovery. Together they were taking about a third of the budget and returning almost nothing, while the terms that did convert sat capped.
What we changed
Paused it, and moved it behind conversion history.
The 30% was paused rather than trimmed, and moved into exact-match terms that already had a record of converting on this account. Not keywords that look high intent, keywords this product has actually sold on. That distinction is the whole restructure.
21 days later
Fewer clicks, more orders, same money.
TACoS improved as well, which is the number that tells you the change reached beyond the ads. In PPC more data does not mean more sales. A smaller number of terms, chosen properly, does.
Want us to look at your account?
Book a call and we will tell you what we would change.