Weekly Learning Journal: From Campaign Changes to Keyword Control

Every week in business teaches something new.

Last week was about making structural changes.
This week is about control — specifically, keyword control.

                       

For any small business running ads on Amazon, growth doesn’t come from increasing budget. It comes from understanding data.

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What We Improved Last Week

Last week focused on:

• Cleaning up campaign structure

• Monitoring wasted ad spend

• Identifying irrelevant search terms

• Reducing broad, non-converting traffic

The result?
More clarity in performance tracking.

But optimization doesn’t stop at campaign changes.

This week, the focus shifts to keywords.

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Why Keyword Optimization Matters

On Amazon, keywords are not just traffic drivers — they define your customer intent.

There are three types of search terms you’ll usually see:

1. High buying intent (convert well)

2. Research intent (may convert later)

3. Mismatch intent (wasted spend)

The job of a business owner is simple:
👉 Scale what converts
👉 Control what wastes money

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Key Metrics to Track Every Week

For the next 7 days, performance should be tracked using these core metrics:

1️⃣ Total Ad Spend

How much is being invested daily and weekly?

2️⃣ Total Sales Generated

Is ad spend generating proportional revenue?

3️⃣ ACOS (Advertising Cost of Sales)

Lower ACOS = better efficiency
But remember — low ACOS with low sales is not growth.

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4️⃣ ROAS (Return on Ad Spend)

Higher ROAS means stronger return per rupee invested.

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5️⃣ Conversion Rate Trends

This tells you:

• Is traffic relevant?

• Are keywords aligned with buyer intent?

• Is listing convincing enough?

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This Week’s Focus: Keyword Discipline

Here’s what small business owners should actively monitor:

✅ Add Negative Keywords For:

• Material mismatches

• DIY or raw material searches

• Competitor-only product intent

• Repeated high-click, zero-order terms

⚠ Monitor Before Removing:

• “Sale”

• “Deal”

• “Prime”
  These can indicate buying intent — not necessarily low quality.

🚫 Don’t Panic-Optimize

One week of data is observation.
Two weeks is a trend.
Three weeks is a decision.

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Weekly Self-Check System for Small Business Owners

If you run your own Amazon account, follow this simple discipline:

✔ Check search term report twice a week

✔ Identify 10+ click, 0 sale keywords

✔ Adjust bids before pausing

✔ Scale converting exact keywords

✔ Never increase budget without performance clarity

Growth on Amazon is not luck.
It’s controlled testing.

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Final Reflection

Running ads without reviewing search terms is like opening a shop without checking who walks in.

Last week was about structure.
This week is about precision.

Small improvements every week create sustainable growth.

Stay consistent.
Stay data-driven.
And always let performance — not emotion — guide decisions.

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