A coffee brand I just talked to paid for clicks on 52,000+ unique search terms i
By Daniel Tejada 🚀 · November 6, 2026 · Curated by George's Blog
A coffee brand I just talked to paid for clicks on 52,000+ unique search terms in 60 days.
Every time I send a brand an Amazon ad audit, I get the same 3 questions back. Here are the answers.
1. What counts as “wasted spend”?
Search terms that got clicks and $0 in ad sales over the last 60 days.
That’s the whole definition.
High ACoS? Not wasted spend.
Low conversion rate? Not wasted.
0 sales is the only test.
2. If I don’t show up under brand analytics for a search therm, does that mean we aren’t bidding on that term?
What is brand analytics?
It shows your click share and conversion share by search term for the last 2 years.
A blank month means you were in the top 3 on that query at some point in those 2 years, just not in that month.
“coffee”: the brand took 1.1% of all conversions in September.'
“coffee pods”: not in the top 3 in August or September, so it isn’t a market leader there yet.
That history shows where you’ve won before, so we know where to push.
3. Why do I want to bid on less search terms and not more?
Go deeper, not wider.
Only 30% of the ad budget sits in exact match and ASIN targeting.
Those are the only match types where we control bids for a single search term or a single product.
The rest is spread across 52,449 terms. With spend that thin, you don’t rank on anything.
The fix:
Cut the research spend, and move it into exact match on terms that are already working.
“coffee beans” converts at over 30%, the brand doesn’t rank on it yet. That’s where the money should go.
Fewer terms, so we can have more dollars per term and a better rank.
How many search terms do you think your brand paid for last month? Guess below 👇
#amazon #ecommerce #cpc