Amazon ads aren’t fire-and-forget, they need tuning. Here’s how to stay sharp, spend smart and get results…
Our Paid Ads Manager, Elfie Brocklehurst, recently shared 8 of her favourite performance tips for Sponsored Products, Brands and Display – each one built around hands-on experience and real-world results.
Here’s a quick overview of what you need to know
1. Structure first, always
Your campaign structure is your strategic foundation, so segment by product, match type or goal – whatever best reflects how you want to manage, scale and report over time.
Clean structure = clearer insights.
2. Use the Search Term Report (but carefully)
Search term reports are pure optimisation gold, but tread carefully with negatives.
If you’re constantly excluding terms, it might not be a keyword problem – it might be your content.
3. Adjust Bids like you mean it
If your listings are strong and your data’s flowing, you should be adjusting bids regularly – even multiple times a day.
Upweight high-converting keywords, trim poor performers and use dynamic bidding and placement multipliers to maximise visibility where it counts.
And if you’re new to this? Get your listings right before playing too hard with bids – that foundation needs to be solid.
4. Let Amazon suggest… then refine
Amazon’s suggested bids are a solid starting point, especially on new campaigns or tight budgets – but you should always test and tweak based on real performance.
5. Don’t obsess over ACoS until you’ve checked CTR & CVR
A bad ACoS doesn’t always mean bad ads.
Check your CTR first, because a low CTR might point instead to irrelevant keywords, weak titles, unappealing pricing or even bad reviews.
And if you’ve got a high CTR but low CVR? Check for stock issues or aggressive competition on your listing.
6. Track TACoS as well as ACoS
ACoS = Ad profitability
TACoS = Ad impact on total growth
If you’ve got a falling TACoS while ACoS stays steady? That’s a great sign – it means ads are lifting your organic too.
But don’t chase a low ACoS at the expense of overall growth.
7. When it comes to Creative? Test and test again
A/B testing for your Sponsored Brand Campaigns = better insights, sharper messages and higher returns, so get testing.
Try different headlines, product sets, brand logos and imagery. Over time, you’ll learn what works with your customer base, and that will help you drive better results.
8. Budget strategically
Use your budget wisely, shifting it into what’s working in terms of your structure and your strategy.
And never let weak campaigns quietly drain spend – simply, it’s one of the fastest ways to lose efficiency.
The Bottom Line
There’s no one trick that makes Amazon Ads work – but small, regular changes do.
The key is to keep reviewing, keep testing and keep asking “what’s the data telling me”?
And if you’d like our award-winning touch to level up your Amazon Ads strategy?
Elfie and the Paid team are just a call away – click here to get in touch.