Nine weeks of optimization. Not one change could land. One search term. Fourteen
By Konstantin Chernyshyov · October 8, 2026 · Curated by George's Blog
Nine weeks of optimization. Not one change could land.
One search term. Fourteen Sponsored Products campaigns. One ASIN. That's an Amazon brand I audited — every one of those campaigns able to serve the same term, across multiple placements.
An account where every lever is wired to every other one can't be steered or measured.
The cost isn't only wasted ad spend. Turn a campaign off, adjust a bid, change placements: you can't read the result, because the term is still buyable from a dozen other directions.
Their agency called that optimization. It was tweaking budgets and bids with no map, no goal, and no way to track what any of it did to the ASIN.
Structure was the first thing I fixed on every account in my agency years. It's what made growth repeatable — not clever bid strategies, not the next PPC "hack", not the next shiny idea.
Next time you're on a call with your Amazon PPC agency, ask for a list of campaigns serving your top search terms in the niche. If several target the same terms, ask what they're trying to achieve with that structure. If it takes more than a few minutes, you as a brand owner have a bigger problem than rising ACOS or declining sales.