The phrase match target underneath it was baby blanket, and nobody touched the c
By elizabeth-greene-junglr · September 19, 2026 · Curated by George's Blog
The phrase match target underneath it was baby blanket, and nobody touched the campaign for months because it looked cheap.
Low ACoS, decent order volume, nothing screaming for attention.
Then we pulled the report.
The terms underneath it: baby blanket yarn for crochet, baby blanket cotton (product isn't cotton), baby blankets neutral (product isn't neutral), blankets for boys, personalized baby blankets (product isn't personalized), baby socks, baby bottles.
Some of those are just wrong.
A shopper searching baby blanket yarn for crochet is buying yarn, and they are not buying your finished blanket, ever.
Same with the socks and the bottles, those come in through related keywords once Amazon gets comfortable with your target.
The parent target still reads low ACoS.
One or two good converting terms underneath it carry the average, and the average is what you see in the campaign view.
So you look at the number, decide it's working, and raise the bid.
Now you're paying more per click on baby blanket cotton, which you wanted.
And you're paying more per click on the yarn, the socks, the bottles and Barefoot Dreams, which you didn't.
Before touching that bid, go term by term at the term level.
Look for the ones with real spend and real clicks and one or two orders at 150, 200, 300% ACoS.
Most sellers I talk to cut the zero-order terms and leave the ones that technically converted live, because converting feels like permission to keep spending.
A 300% ACoS search term isn't going to grind down to 30. The conversion rate won't let you.
How many terms in your account converted once and are still live?