THE STRATEGY
Built in layers, not a single account
Rather than running one generic Amazon campaign that targeted broad terms, the account was structured in layers, allowing us to display relevant products to a high-intent end-user. Whilst some campaigns ran broad category and use-case terms, picking up demand from buyers still comparing options. Others are scoped tightly to a single product line, catching searches from someone who already knows exactly what they want. A separate campaign targeted a narrower product category where competition is thinner but buyer intent is just as high.
Running these layers side by side, rather than folding everything into one broad campaign, meant budget goes where it earns the best return and each layer can be judged, and adjusted, on its own terms.
Refined every month, not set once
Search behaviour in this category shifts with the seasons, new product launches and whatever competitors are bidding on that week. We review performance frequently: which keywords are converting, which are burning budget without returning sales and where a new product needs its own dedicated targeting rather than sitting inside an existing campaign.
That discipline is what keeps ROAS high even as spend moves up and down month to month. When a keyword stops converting, we drop it. When a new product launches, we build targeting around it from day one instead of waiting for weak performance data to tell us it’s underperforming.
