Performance Snapshot
- Three product portfolios were separated around distinct product groups.
- The daily advertising budget moved from $270 to $300.
- Targets with more than 90 days of activity and no sales were identified for hygiene action.
- Bid rules were defined for targets producing 5, 10, and 20 or more orders.
The Business
The client sells jewellery and men’s accessories on Amazon US. Different product groups had different search behaviour, margins, ranking positions, and creative needs, but the advertising structure did not make those differences easy to manage.
The Real Problem
Campaign decisions were difficult to connect to individual product priorities. Long-running no-sale targets consumed attention, while successful targets did not have a consistent scaling rule. Increasing the budget without rebuilding control would have amplified the same structural weakness.
What We Found
- Product groups required separate portfolio ownership and reporting.
- Long-running targets without sales needed systematic review.
- Bid decisions varied without defined order thresholds.
- Budget expansion required stronger rules, not simply higher limits.
What I.E.RARE Changed
Campaigns were organized into three portfolios aligned with the client’s product groups. Targets with more than 90 days and no sales were marked for pausing or negation, while spend-heavy no-sale targets were assigned bid reductions. Scaling rules were defined at 5, 10, and 20 or more orders, creating a repeatable basis for bid increases.
Before and After
| Area | Before | After |
|---|---|---|
| Portfolio structure | Product priorities were harder to isolate | Three product-led portfolios |
| No-sale hygiene | Inconsistent review | 90-day review rule |
| Scaling decisions | Case-by-case | Order-based bid rules |
| Daily budget | $270 | $300 with controls |
| Verified performance result | Not supplied | Not claimed |
How the Strategy Developed
Structure came first. Product groups were separated, then inefficient targets were reviewed, and finally scaling rules were applied to proven performers. The budget increase followed the control framework rather than preceding it.
The Result
The verified result was a more manageable account structure with defined hygiene and scaling rules. Post-restructure sales, ACoS, and ROAS figures were not supplied, so this study does not claim a financial uplift.
What Made the Difference
- Connecting portfolios to product strategy.
- Defining when a no-sale target deserves action.
- Scaling proven targets through consistent thresholds.
- Increasing budget only after improving control.
Evidence
The study uses the supplied portfolio plan, budget change, and bid rules. Product names and account identifiers have been anonymized.
Key Takeaway
A larger Amazon PPC budget becomes useful only when the account has clear rules for protecting, reducing, and scaling spend.
Frequently Asked Questions
Why use separate portfolios?
Portfolios make budgets, reporting, and priorities easier to manage across distinct product groups.
Should every target with no sales for 90 days be paused?
It should be reviewed. Relevance, click volume, spend, product lifecycle, and strategic value still matter.
Why use order thresholds for bid increases?
They create consistency and reduce emotional or irregular bid decisions, although profitability must still be checked.
Related I.E.RARE Service
I.E.RARE builds Amazon PPC structures that make targeting, budgeting, optimization, and reporting easier to manage as accounts grow.
Related Case Studies
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- 38.3% Sales Growth. 12.31x ROAS.
About I.E.RARE
I.E.RARE supports Amazon brands with campaign strategy, restructuring, bid management, and performance analysis grounded in account economics.
