Amazon Sponsored Products Action Plan Generator

Section 1: Zero-Sales Search Terms

What

Add search terms generating zero sales as negative matches. They are leaking spend without generating any revenue.

Why

10 search term(s) with sufficient data have spent GBP 46.04 without generating a single sale. This is wasted advertising spend that can be recovered immediately.

An additional 36 search term(s) show zero sales but have insufficient click data to act with confidence. They have spent GBP 62.29 combined and require monitoring.

How

Sufficient Data -- Act Now

Insufficient Data -- Monitor

36 search term(s) with zero sales have insufficient data to act on. Total spend: GBP 62.29.

*Showing top 10 of 36 terms by spend. *

These terms need more data before a decision can be made. Re-run this analysis after the terms have accumulated additional clicks. Set a calendar reminder to review these in 2-4 weeks.

Section 2: Too-Expensive Search Terms

What

Reduce bids on search terms with ACoS above the target to move them towards break-even. Target ACoS is 25.0%.

Why

5 search term(s) are generating sales but at an ACoS above the 25.0% target. These terms are profitable in terms of generating orders but the bids are too high. Reducing bids to break-even could recover approximately GBP 39.80 in excess spend.

How

Sufficient Data -- Act Now

Insufficient Data -- Monitor

No too-expensive terms with insufficient data found.

Section 3: Migrate Broad/Phrase to Exact Match

What

Graduate proven broad/phrase search terms to exact match. This gives maximum bid control and prevents spend on irrelevant variations of your winning terms.

Why

When a search term consistently converts at or below your target ACoS via broad or phrase match, it has proven itself. Moving it to exact match:
- Increases bid control: You can bid specifically on this exact term without funding exploratory traffic.
- Prevents cannibalization: Adding a negative exact in the source campaign stops the broad/phrase from competing with your exact match ad.
- Scales proven winners: You can confidently raise bids on terms you know convert.

5 term(s) are ready to graduate.

How

Sufficient Data -- Act Now

Insufficient Data -- Monitor

1 search term(s) are performing at or below target ACoS but have insufficient data to act on. Total spend: GBP 1.06.

These terms are performing at or below target ACoS but need more data before graduation. Monitor and re-run once they accumulate more clicks.

Section 4: ASIN Zero-Sales Targets

No ASIN product targeting data found in this period.

Section 5: ASIN Too-Expensive Targets

No ASIN product targeting data found in this period.

Section 6: Auto Zero-Sales Search Terms

What

Add auto campaign search terms generating zero sales as negative exact matches. These terms are consuming budget in auto campaigns without converting.

Why

6 search term(s) with sufficient data have spent GBP 28.33 without a single sale. This spend can be recovered by adding these as negative exact matches.

An additional 22 search term(s) show zero sales but have insufficient data to act with confidence. They have spent GBP 35.32 combined and require monitoring.

How

Sufficient Data -- Act Now

Insufficient Data -- Monitor

22 search term(s) with zero sales have insufficient data to act on. Total spend: GBP 35.32.

Showing top 10 of 22 terms by spend.

These terms need more data before a decision can be made. Re-run this analysis after the terms have accumulated additional clicks. Set a calendar reminder to review these in 2-4 weeks.

Section 7: Auto Too-Expensive Search Terms

What

Reduce bids on auto campaign search terms with ACoS above the target. Target ACoS is 25.0%.

Why

1 search term(s) are generating sales but at an ACoS above the 25.0% target. Reducing bids will bring these terms closer to profitability.

How

Sufficient Data -- Act Now

Insufficient Data -- Monitor

No auto too-expensive terms with insufficient data found.

Section 8: Harvest Auto Campaign Winners

What

Harvest profitable auto campaign search terms into dedicated exact match campaigns for precise bid control.

Why

Auto campaigns discover new search terms but offer limited bid control. When a search term consistently converts profitably in an auto campaign, harvesting it to an exact match campaign lets you:
- Set precise bids on proven converters
- Prevent budget waste by negating the term in the auto campaign
- Scale winners with dedicated budgets and bid strategies

Auto campaigns have spent GBP 146.37 generating GBP 560.86 in sales. 5 search term(s) are converting profitably and ready to harvest into exact match.

How

Sufficient Data -- Act Now

5 search term(s) from auto campaigns are converting profitably and ready to harvest.

Insufficient Data -- Monitor

3 search term(s) are converting profitably but have insufficient data to act on. Total spend: GBP 4.41.

These terms need more data before harvesting. Re-run this analysis after they have accumulated additional clicks. Set a calendar reminder to review these in 2-4 weeks.

Section 9: Mixed Match Types in Ad Groups

What

Separate ad groups that contain multiple match types (e.g., BROAD and EXACT in the same ad group) into dedicated single-match-type ad groups.

Why

Seasoned advertisers generally advise against mixing match types for several reasons related to control, data clarity, and budget efficiency:

• Cannibalization and Attribution: If you have the keyword espresso maker as both BROAD and EXACT in the same ad group, Amazon's algorithm might funnel a search for "espresso maker" through the BROAD keyword instead of the EXACT. This makes it impossible to see the true performance of your EXACT keyword because the BROAD is stealing its traffic.

• Bidding Conflicts: You typically want to bid higher on EXACT (high intent) and lower on BROAD (discovery). When they are in the same ad group, they share the same budget and competing settings, making it difficult to scale winners without also scaling junk traffic from BROAD.

• Reporting Chaos: It becomes much harder to pull a clean report and see which match type is driving your ACoS. You end up doing forensic accounting on why your spend spiked.

The Search Term Isolation (Funnels) Strategy:

How

Section 10: Multi-Product Ad Groups

What

Split ad groups containing multiple products into Single Product Ad Groups (SPAGs). Each ad group should advertise only one product (or identical variations).

Why

For most sellers, having multiple products in one ad group is considered a mistake. It is not that it will break your account, but it is inefficient and can lead to significant waste.

The Budget Hog Effect: Amazon's algorithm tends to favour the product that gets the earliest clicks or has the highest historical conversion rate. One product will eat up 90% of the ad group's budget, leaving other products with zero impressions. You will never know if those products could have been winners because they never got a chance to compete.

Irrelevant Keyword Matching: If you put a 'Blue Yoga Mat' and a 'Purple Yoga Mat' in the same ad group, they share keywords. A search for 'Purple Yoga Mat' might show the Blue Mat ad, leading to lower CTR, lower CVR, lower Ad Rank, and higher CPC.

Reporting Blind Spots: Keyword data aggregates across products. You cannot easily see if Product A is carrying the weight while Product B is bleeding money.

Exception: Identical variations (e.g., a 2-pack vs 3-pack of the same product) can reasonably share an ad group. Products with different ASINs should have their own ad groups.

The SPAG Strategy (Single Product Ad Group) gives you:
- Granular bid control per product
- Clean, unambiguous performance data
- Correct ad creative matching to the specific product

How

Section 11: Mixed Auto Targeting Types

What

Separate ad groups that contain multiple auto targeting sub-types (e.g., close-match and loose-match in the same ad group) into dedicated single-sub-type ad groups.

Why

Each auto targeting sub-type serves a different purpose and should receive a different bid level:

When multiple sub-types share an ad group, you cannot set different bids per targeting strategy. This prevents granular control over discovery spend vs. high-intent spend.

How

Sufficient Data -- Act Now

Insufficient Data -- Monitor

No mixed auto ad groups with insufficient data found.

Report generated by Amazon PPC Action Plan Generator