Amazon PPC · Amazon US · 75 Days

Amazon PPC case study: search-term overlap cut from 31% to 12%

Campaigns for different product lines were competing for the same searches. After setting keyword ownership, ad sales rose 13% while ad spend fell 12.5%.

28.42%

ACoS, down from 36.70%$1.18 to $0.79 average branded CPC

Headline result

Ad sales

+13%

Before

$76,300

After

$86,200

Client: True Botanicals
Category: Beauty and skincare
Marketplace: Amazon US
Timeframe: 75 Days
Services delivered: Amazon PPC, Sponsored Ads

Before and after

True Botanicals results, before and after

Measured at the start of the engagement and again after 75 days. Bars are drawn to scale from the reported figures.

Ad sales
+13%
Before
$76,300
After
$86,200
Ad spendlower is better
-12.5%
Before
$28,000
After
$24,500
Total sales
+15.1%
Before
$142,000
After
$163,500
ACoSlower is better
-23%
Before
36.70%
After
28.42%
TACoSlower is better
-24%
Before
19.72%
After
14.98%
Average branded CPC
-33%
Before
$1.18
After
$0.79
Search-term overlap
-61%
Before
31%
After
12%

The challenge

Campaigns competing against each other

The client

A skincare brand on Amazon US running several product lines aimed at similar customers.

Campaigns for different product lines bid on the same search terms. 31% of tracked search terms had campaign overlap, branded CPC averaged $1.18, ACoS reached 36.7%, and budgets were spread inefficiently.

What was holding the account back

31% of tracked search terms overlapped
Branded CPC at $1.18
ACoS at 36.7%
Budgets spread inefficiently

What we did

How we removed the overlap

The work in the order it was done, with what each step changed.

1
Search-term audit
- Mapped overlapping terms across product lines
- Found budget split across duplicate bids
OutcomeOverlap identified on 31% of tracked terms
2
Keyword ownership and negatives
- Branded, non-branded, competitor and product-targeting lanes
- Negative keywords added where relevant
OutcomeSearch-term overlap 31% to 12%, branded CPC $1.18 to $0.79