Muhammad Danish
Amazon PPC Manager, Growth Specialist
New to Contra
Muhammad is ready for their next project!
Advanced Amazon PPC Insight:
One of the most misleading metrics in PPC is “good ACOS” without impression share context.
A campaign can show:
• Strong ROAS
• Low ACOS
• High CVR
…while still underperforming at account level.
Why?
Because many campaigns are optimized only for...
Many PPC managers review campaigns by filtering:
➡️ Best Performing
➡️ Worst Performing
➡️ Highest Spend
➡️ Lowest ACoS
But one important area often gets ignored:
The campaigns, ad groups, or keywords with:
• Near-zero impressions
• Very low spend
• No visibility at all
Why?
Because...
Most Amazon sellers misuse broad match — and it's costing them every month.
They treat it as a selling tool. It's not. It's a discovery tool.
Your only job with broad match:
→ Find converting search terms
→ Move them to exact match
→ Negate everything else
No harvest and negate...
Most Amazon sellers are obsessed with ACoS.
But ACoS alone is lying to you.
Here's what I learned after managing £2M+ in Amazon UK sales in 2025:
Two campaigns can have the exact same ACoS.
One is profitable. One is bleeding money.
The difference? ROAS at the ASIN level —...
One of the biggest mistakes in Amazon PPC management:
Sales drop or ACoS increases…
and the first reaction is:
“Lower the bids.”
But many times, bids are not the real issue.
The real issue is poor search term management.
If your ads are showing for irrelevant customer searches,...