Amazon PPC portfolio context
Imagine a brand whose bestseller accounts for most ad-attributed sales. Other products receive less visibility, while branded searches drive much of the reported ROAS.
The team wants to grow the wider range, but budgets keep returning to the historical winner.
Branded demand and product concentration
We would separate branded and nonbrand results, then review spend, conversion, margin, and stock for each product.
We would assess relevant keyword tests and whether eligible Sponsored Brands or display campaigns could support other products using the available assets.
A broader campaign and product allocation plan
Keep a defined budget for established demand and separate tests for other products. Match each test to relevant searches, audiences, and landing pages.
Increase a product's budget only when its relevance, conversion, and margin support the change. Review the impact across the account.
