Campaign case studies
15 analyses from one anonymized Amazon advertising account, five with two weeks compared directly. Understand the numbers and take away a practical review plan for your own account.
15 analyses
01 Automatic targeting
€11.88 in advertising for every €100 of attributed sales: a starting point for finding search terms worth a focused test.
02 Catalog-wide discovery
38 purchases and €9,878.21 in attributed sales are a combined result. The next budget decision needs a breakdown across products with different margins.
03 Understanding daily patterns
36 purchases in total, with attributed sales varying across the week. A day without attributed sales has no defined daily ACoS.
04 Defensive product targeting
39 purchases show attributed demand. The practical question is which product pages and products deserve coverage, and for what purpose.
05 Exact search intent
Each €100 of attributed sales carries €27.31 in advertising costs. Whether that fits the product goal depends on the margin available before advertising.
06 Reconciling reports
Amazon shows spend but “—” for attributed sales, purchases and ACoS. These fields are unreported, not confirmed as zero sales or zero purchases.
07 Concentration in the result
€4,383 in attributed sales comes from only seven purchases. Understanding that composition is the next useful step before adding budget.
08 Sponsored Brands
Weekly ACoS is 113.93%. Two days with lower daily ratios do not change that: the other days also incur advertising costs.
09 Three diagnostic paths
The high cost share deserves review, but does not identify one particular fault. Three diagnostic paths lead to different next steps.
10 Defense by product
The 16.49% ACoS describes this catalog-wide campaign. Matching target page, advertised product and budget objective turns it into a reviewable decision.
11 Branded queries over time
2 weeks compared September 19–25, 2026
Spend falls from €269.62 to €184.82 and purchases from ten to five. At the same time, ACoS rises from 12.60% to 14.84%.
12 Automatic targeting across two weeks
2 weeks compared September 19–25, 2026
The automatic campaign costs less, but attributed sales fall from €1,575.95 to €556.14. Three rather than seven purchases support the later result.
13 Broad: cost and attributed sales
2 weeks compared September 19–25, 2026
ACoS falls from 30.72% to 28.50%, but ad cost per reported purchase rises from €68.23 to €70.97. Purchases fall from ten to five.
14 Exact without premature scaling
2 weeks compared September 19–25, 2026
The later week shows €59.25 in spend, €1,439.99 in attributed sales and six purchases. The change is striking, but the sample remains small.
15 Sponsored Brands: objective before test
2 weeks compared September 19–25, 2026
ACoS improves from 17.20% to 15.93%, while ad cost per reported purchase rises from €39.09 to €39.65. Fourteen purchases become ten.
