Client Background
Our client is an established Amazon seller operating across multiple European marketplaces. Although the brand already had active Sponsored Ads campaigns, the advertising account had gradually become difficult to scale efficiently. Campaign structures had become increasingly fragmented, search term management was inconsistent, budgets were not being allocated strategically, and several high-performing keywords were competing against one another across multiple campaigns.
As a result, advertising spend continued to increase without delivering proportional revenue growth. The client wanted to aggressively scale sales while maintaining profitability, improving advertising efficiency, and creating a PPC structure that could support long-term growth across the European marketplace.
Our agency was brought in to completely restructure and optimize the Amazon Advertising account with a clear objective:
- Increase advertising revenue
- Improve ROAS
- Reduce wasted ad spend
- Maintain profitable ACOS while scaling sales
- Build a PPC structure capable of supporting future growth
Challenges Before Optimization
When we first audited the advertising account, we identified several issues that were limiting campaign performance.
The account contained multiple overlapping campaigns targeting identical keywords, causing unnecessary internal competition. Search term harvesting had not been performed consistently, meaning many converting customer search queries were still trapped inside automatic campaigns rather than being promoted into dedicated manual campaigns.
Negative keyword management was minimal, allowing irrelevant customer searches to consume a significant portion of the advertising budget. Several campaigns had budgets spread too evenly across products regardless of profitability, causing top-performing ASINs to lose visibility during high-converting periods while weaker products continued receiving unnecessary spend.
Bid strategies also lacked segmentation. High-converting branded keywords, category keywords, competitor terms, and long-tail search phrases were all managed similarly despite having completely different conversion rates and customer intent.
Campaign reporting also lacked sufficient data segmentation, making it difficult to identify where advertising spend generated the strongest returns.
Our PPC Strategy
Instead of making isolated adjustments, we rebuilt the advertising strategy from the ground up.
Complete Campaign Restructuring
We reorganized the entire advertising account into a scalable campaign architecture that separated traffic based on customer intent.
Campaigns were divided into:
- Sponsored Products
- Sponsored Brands
- Sponsored Display
- Automatic campaigns
- Manual keyword campaigns
- Product targeting campaigns
- Brand defense campaigns
- Competitor campaigns
- Long-tail keyword campaigns
This structure allowed every campaign to have a clear objective, enabling more accurate bidding decisions and significantly improved budget control.
Advanced Keyword Research & Search Term Analysis
We conducted extensive keyword research using Amazon search behavior combined with historical advertising data.
Rather than simply adding high-volume keywords, we focused on identifying search terms with strong purchasing intent.
Every converting search term was analyzed and categorized according to:
- Conversion rate
- Click-through rate
- Advertising cost
- Sales contribution
- Customer purchase intent
High-performing search terms discovered through automatic campaigns were promoted into dedicated exact-match campaigns, allowing greater bid control and stronger ranking potential.
Search Term Harvesting
One of the biggest improvements came from continuous search term harvesting.
Each week we reviewed customer search term reports to identify profitable queries that deserved dedicated campaigns.
This process allowed us to:
- Increase visibility for proven converting keywords
- Reduce dependency on automatic campaigns
- Improve keyword relevance
- Improve Quality Score
- Lower overall CPC over time
Negative Keyword Optimization
Instead of simply increasing budgets, we focused heavily on eliminating wasted spend.
Thousands of search terms were reviewed to identify traffic that generated clicks without conversions.
Negative keywords were added regularly across campaigns to eliminate irrelevant traffic, reduce unnecessary spending, and improve campaign efficiency.
This helped ensure that advertising budgets were invested only where purchase intent was strongest.
Bid Optimization Strategy
Rather than applying identical bids across every campaign, we implemented dynamic bid optimization based on campaign performance.
Bids were adjusted according to:
- Conversion rate
- ROAS
- ACOS
- Click-through rate
- Placement performance
- Product profitability
Higher bids were allocated only to keywords capable of producing profitable sales, while weaker search terms were reduced or paused entirely.
Budget Allocation
Budget optimization became another major focus.
Instead of distributing budgets equally, we shifted advertising investment toward campaigns consistently delivering the strongest return.
High-performing campaigns received increased budgets to prevent them from running out during peak shopping hours, while lower-performing campaigns were gradually reduced until they demonstrated profitable performance.
This ensured that advertising spend continuously flowed toward the highest-performing opportunities.
Placement Optimization
Advertising reports showed that Top of Search placements generated stronger conversion rates for several high-value keywords.
We increased placement adjustments selectively for these campaigns while reducing bids for placements delivering weaker conversion performance.
This significantly improved sales efficiency without dramatically increasing advertising costs.
Continuous Performance Monitoring
PPC optimization was not treated as a one-time project.
Our team monitored campaign performance continuously by reviewing:
- Search term reports
- Placement reports
- Budget utilization
- CPC trends
- Keyword rankings
- ACOS movement
- ROAS improvements
- Conversion rates
This ongoing optimization ensured campaigns remained competitive as marketplace conditions evolved.
Campaign Performance
The results demonstrate the effectiveness of a structured, data-driven PPC strategy.
Overall Advertising Performance
Total Ad Sales
€1,000,149.99
The advertising account generated over €1 million in attributed sales while maintaining strong profitability.
Advertising Spend
€141,315.87
Despite generating seven-figure advertising revenue, total spend remained tightly controlled through continuous optimization.
ROAS
7.07
Every €1 invested in advertising generated approximately €7.07 in attributed sales, demonstrating highly efficient campaign management.
Overall ACOS
14.15%
Maintaining an ACOS of only 14.15% while generating more than €1 million in sales reflects a balanced strategy focused on profitable growth rather than simply increasing advertising spend.
Campaign-Level Highlights
Several campaigns delivered particularly strong returns.
One of the highest-performing Sponsored Products campaigns achieved:
- Sales: €331,421.69
- Spend: €39,345.98
- ACOS: 11.87%
- CPC: €0.33
- Clicks: 119,535
- Purchases: 23,326
This campaign alone generated more than €331K in revenue while maintaining an exceptionally efficient ACOS below 12%.
Additional campaigns also demonstrated strong profitability:
Campaign 2
- Sales: €121,241.25
- Spend: €19,252.78
- ACOS: 15.88%
Campaign 3
- Sales: €82,090.22
- Spend: €15,291.24
- ACOS: 18.63%
The consistency across multiple campaigns highlights that the account’s success was driven by a scalable advertising strategy rather than reliance on a single high-performing campaign.
Results Achieved
Through continuous optimization and disciplined campaign management, we successfully transformed the client’s advertising account into a scalable, high-performing growth engine.
Key achievements included:
- Generated over €1 million in Amazon-attributed sales
- Maintained a highly profitable 14.15% ACOS
- Achieved an impressive 7.07 ROAS
- Controlled advertising costs while increasing overall sales volume
- Improved campaign efficiency through advanced keyword management
- Reduced wasted advertising spend with ongoing negative keyword optimization
- Created a scalable campaign structure supporting long-term growth
- Improved budget efficiency by allocating spend toward the highest-performing campaigns
- Enhanced visibility across high-converting customer search terms
- Established a sustainable PPC framework capable of supporting future marketplace expansion
Conclusion
This case study demonstrates that successful Amazon advertising is not simply about increasing budgets—it is about building a disciplined, data-driven PPC strategy that scales profitably. By restructuring campaigns, refining keyword targeting, optimizing bids and placements, and continuously analyzing performance data, we helped our European client surpass €1 million in attributed ad sales while maintaining a 14.15% ACOS and a 7.07 ROAS.
For brands looking to grow on Amazon, the key takeaway is that sustainable growth comes from continuous optimization rather than short-term tactics. A well-managed PPC account can become a powerful revenue engine, driving both sales and profitability even at a seven-figure scale.
