We recently audited an Amazon ad account for a well known food brand with good r
By Liranhirschkorn · March 19, 2026 · Curated by George's Blog
We recently audited an Amazon ad account for a well known food brand with good reviews, strong conversion rates and brand recognition.
They were spending money on ads, but the way things were set up, they were leaving many opportunities to scale sales while maintaining efficiency.
Here's what other brands can take away from it:
Your campaign structure is lying to you if you're mixing branded and category keywords, especially if you have strong branded searches. You see a low ACOS and think the campaign is crushing it but half that performance might just be people searching your brand name. Separate them in manual campaigns. Negate brand keywords in auto and category campaigns. You need to know what's actually working.
A high-converting keyword means nothing if nobody sees it. This brand had a category term converting at 50%! But they had a very low 2.7% impression share. If you're not checking where your best keywords rank in terms of visibility, you're leaving your best stuff buried. Check your impression share report.
They were only using Sponsored Products, no Sponsored Brand, no Sponsored Display, no video ads. That's a whole layer of placements and audiences you're just not touching. Especially competitor page placements if your product already converts well against competitors in SP, putting a display ad on their page is a no-brainer.
Harvest your search terms. Regularly.
This account had 400+ search terms that drove multiple orders in the last month. Almost none were in exact match campaigns. That means nobody was pulling winners out of auto and broad campaigns and giving them their own bids.
Some of the best-performing campaigns were capped on budget, missing tens of thousands in missed sales monthly. You don't need to raise bids just fund the stuff that's already profitable.
Round number bids are a red flag. If every bid in your account is $1.50 or $2.00, there's probably no automation, rules running or optimizations. You should be optimizing based on actual cost per click, not just setting a number and forgetting it.
Many brands we audit have strong metrics (sales, low TACOS) but are still leaving money on the table. They don't have an awareness problem or a product problem, they have a lack of time or expertise dedicated to their account. Always audit your fundamentals before before moving to any other marketing like DSP, mid/upper funnel or any other shiny object.