We audited an account last month that had spent $6,600 over 65 days without a single order. Bids looked fine. Keywords made sense. Match types were clean. Nothing in Campaign Manager pointed to a problem, because the problem wasn't in Campaign Manager.

In this episode, I walk through a free report buried in Brand Analytics called Search Query Performance that most sellers have never touched. It breaks your top ASINs into a three-stage funnel: click rate, add-to-cart rate, and purchase rate, each one benchmarked against your category average. The whole thing takes about 20 minutes to pull.

In this account, stage one was basically perfect. Click rate sat at 1.64% versus a 1.62% market average. People were finding the product and clicking. No issue there. Stage two is where it collapsed. Add-to-cart rate was 38.7% against a 47% market benchmark. For every 100 clicks, roughly 8 buyers who should have carted the product just didn't. Faded product images, size info buried past the mobile title cutoff, confusing variant pricing. Four separate listing problems creating one ROAS problem that looked like it belonged to the campaigns.

Every single PPC dollar was working against a below-market conversion rate. No bid change in the world fixes that. Before you touch another bid, run that three-stage check. You might find out you've been optimizing the wrong thing entirely.

#AmazonPPC #AmazonAds #BrandAnalytics #AmazonFBA #AmazonSeller #SearchQueryPerformance #ConversionRate #PPCStrategy #AmazonListings #AmazonAdvertising #PPCOptimization #AmazonFBATips #ACoS #ListingOptimization #EcommerceStrategy