Client issue: ACOS creep is usually unmanaged broad and auto — not “the category”
Amazon publica avisos de Seller Central y Ads en inglés. El brief de abajo sigue en inglés para no perder el texto fuente. Revisión, formularios y políticas están en tu idioma. Confirma cifras en Seller Central.
Who it hits
Catalogs with blended auto/broad still open, weak negatives, and a rising ACOS narrative with no written change log.
What to do this week
This week: harvest converting queries into exact, negate zero-sale waste on a click rule you can defend, and put discovery on a budget leash so it cannot eat exact.
What “creep” looks like in the console
- Auto or broad still shares budget with exact on the same ASIN.
- Search-term report shows 10+ clicks / 0 orders terms that were never negated.
- Weekly log has no line for harvest — only “optimized bids.”
- Listing conversion is fine on SQP / detail page, but discovery keeps buying junk traffic.
Method (not a guarantee)
Split discovery from exact. Move converting queries into their own exact home. Negate waste on a written rule (example many desks use: 10+ clicks, 0 orders — adjust to your volume). Cap discovery so it cannot spend the account by noon. Amazon still runs the auction. This does not promise a target ACOS.
This week
- Download search terms for the last 7–14 days on every campaign that still spends.
- List converters (orders) and waste (clicks, no orders). Harvest converters to exact. Negate waste.
- Give exact its own budget. Put auto/broad on a leash or pause where they only buy junk.
- Write the change log in four minutes. If you cannot name what changed, you did not harvest.
- Follow weekly search-term harvest and SQP weekly read if the page is the conversion leak.
Operator SOP / guide. Confirm live reporting paths in Amazon Ads. Not a rate card. Not an ACOS guarantee.
FAQ
Should I kill all auto?
Not by default. Auto is a discovery leash. Kill it when it only produces waste you already know, or when it steals budget from exact. Confirm with the search-term report.
What if converters are already exact and ACOS still rises?
Check fees, offer, main image, and stock. Fee and conversion leaks look like “ads broke.” See Profit Analytics and Custom Analytics briefs.
Operator SOP / guide. Confirm live policy in Seller Central before you file or bid.
Stuck on this change?
I will walk the public listing, say whether this change is leaking spend, and what week one would be.
Comentarios
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