Account # 2
Category: Home accessories
I began managing this Amazon account in November 2025. After conducting a full PPC audit, I discovered several structural and performance issues that were negatively affecting advertising efficiency and budget control.Key issues identified included:
- Mixed match types in a single campaign, where Broad, Phrase, and Exact keywords were grouped together, making optimization difficult.
- Overloaded campaigns, with many targeting 20–100+ keywords, resulting in diluted budget allocation and unclear performance insights.
- Ad spend exceeding the allocated monthly budget within the last 30 days.
- No consistent negation strategy, allowing irrelevant search terms to continuously consume the budget.
- More than $2,000 in wasted ad spend within the last 60 days due to non
-converting search terms
These structural issues created inefficient campaigns and reduced the overall profitability of the advertising account.
My objective was to restructure the PPC account, eliminate wasted ad spend, and improve campaign efficiency ahead of the brand’s peak sales season during Christmas. The goals were to:
- Improve campaign structure for better control and optimization
- Reduce wasted ad spend
- Increase conversion efficiency
- Maximize revenue during the holiday season
To address the issues identified during the audit, I implemented several strategic optimizations:
Campaign Restructuring
- Implemented campaign segmentation, separating targets based on match type (Broad, Phrase, Exact) to allow clearer performance tracking and better bid control.
- Reduced keyword overload by organizing campaigns into more focused keyword groups.
Waste Reduction
- Conducted a deep analysis of the Search Term Report (STR).
- Negated irrelevant and non-converting search terms that were draining ad spend.
- Paused keywords and targets with spend but no sales in the last 60 days.
Campaign Organization
- Renamed campaigns using a standardized naming convention to make campaign structure clearer and easier to manage.
Scaling Converting Keywords
- Identified high-converting search terms using the Search Term Report and Search Query Performance reports.
- Launched new campaigns targeting proven converting search terms to scale profitable traffic.
Continuous Optimization
Performed ongoing optimization through bid adjustments, keyword harvesting, and negation updates to improve overall efficiency.
