From Low Visibility & Rising ACoS to Scalable Growth, How We Transformed DeckMax’s Amazon Performance
Amazon PPC optimization strategy helped DeckMax, a mid-size brand in Home Improvement & Outdoor Living, reduce ACoS, improve conversions, and scale revenue on Amazon. DeckMax, a mid-size brand in the Home Improvement & Outdoor Living category, approached eBro Solution with a clear challenge: despite having a strong product line and healthy organic demand, their Amazon presence wasn’t keeping up. Listings were unoptimized, advertising costs were rising every month, and keyword rankings were stagnating.
- • Rapid audit & triage
- • Multi-layer campaign architecture
- • Data-driven bid automation
- • Conversion & listing optimization
I’ll walk you through the exact steps we used to remove wasted spend and scale winning ASINs.
When DeckMax came to us, they were facing several performance hurdles
Key Problems Identified:
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SymptomsPoor product visibility despite competitive items
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Business impactHigh ACoS (Advertising Cost of Sales) draining profitability
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Conversion constraintsUnoptimized product listings that lacked keyword depth and persuasive structure
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Inventory riskNo A+ Content, causing lower conversion rates
Hypothesis: Low CTR and CVR, driven by weak image hierarchy & incomplete backend metadata, Unstructured PPC campaigns overlapping keywords and wasting budget, Slow ranking growth on primary and secondary keywords
What we audited and what we found
Account & Campaign Architecture
Our audit uncovered a bloated PPC structure with 120+ active campaigns competing against each other. Keyword overlap between auto, broad, and phrase campaigns was driving internal competition, inflating CPCs, and distorting performance data. There was no standardized naming convention, making scaling and reporting inefficient.
Keyword & Search Term Analysis
The account leaned heavily on broad match keywords without sufficient control. High-spend, zero-conversion search terms were repeatedly triggering ads, while exact-match keywords with proven conversion history were underutilized. Negative keyword management was reactive instead of systematic.
Bidding & Placement Strategy
Bids were adjusted manually without performance thresholds or ROAS targets. Top of Search placement was largely ignored, despite strong conversion potential. As a result, spend was evenly distributed across low intent placements.
Listing & Conversion Rate Review
Product listings showed clear opportunity gaps like No A+ Content on core ASINs, Inconsistent image hierarchy across SKUs, Bullets focused on features instead of buyer intent. These factors limited CTR and CVR, preventing ads from reaching full efficiency..
- ✓ 120 campaigns reduced to 24 strategic campaigns
- ✓ Negative keywords added: 4,200+ terms
- ✓ Listing changes: images + A+ content updated
- ✓ Automated bid rules deployed
STRATEGY ARCHITECTURE, RULES & CREATIVE
We structured our execution around three performance pillars, each designed to improve efficiency before scaling spend..
1) Account Architecture (Control Before Scale)
- Rebuilt the entire PPC structure with clear keyword isolation.
- Segmented campaigns by intent: discovery, ranking, and profitability.
- Launched dedicated ranking campaigns for high-volume keywords with controlled spend.
2) Conversion Optimization (Make Traffic Profitable)
- Redesigned image stacks & Optimized hero image for clarity and CTR.
- Rewrote bullet points using benefit-driven copy supported by trust badges.
- Deployed A/B tests on hero images and pricing anchors to improve CVR.
3) Scalable Automation (Remove Human Bottlenecks)
- Implemented rule-based bid adjustments tied to ROAS and conversion data.
- Automated negative keyword harvesting from search term reports.
This framework allowed us to scale winning ASINs aggressively while systematically cutting waste.
Execution Timeline (60 days)
Rapid Audit & Triage
- Built negative keyword lists
- Paused high-waste campaigns
- Cleaned up duplicate ad structures
- Extracted search term, ASIN, and placement reports
- Fixed obvious listing conversion gaps
Rebuild & Consolidate
- Created a new PPC architecture
- Introduced exact-match scaling funnels
- Built ranking campaigns
- Began keyword isolation and waste control
Optimization & Creative Push
- Rolled out new A+ content
- Updated image hierarchy
- Adjusted bids based on performance clusters
- Introduced automated rules for scaling & trimming
Scale & Monitoring
- Increased budgets on winning keywords
- Optimized for top-of-search placements
- Automated negative keyword ingestion
- Monitored anomalies with daily dashboards
Results & Metrics what changed
Over a 60-day optimization cycle, DeckMax’s account shifted from inefficient spend to predictable, scalable growth:
ACoS dropped as we removed waste and prioritized profitable terms.
Revenue increased by shifting budget to winning ASINs and improving conversions.
Better keyword targeting reduced average CPC while improving conversion rate.
Why this worked: By combining campaign hygiene, conversion optimization, and automation, we fixed the leaky funnel first then scaled what worked. Small creative improvements compounded when paired with structured PPC investment.
Hero image update increased CVR by 12% on the flagship ASIN Automated negative keyword ingestion prevented 200+ wasted clicks/week Top-of-Search bid rules captured seasonal demand surges efficiently.
The result was a system that didn’t just perform ,it scaled predictably.
Tools, dashboards & reporting
We keep our stack lightweight but powerful.
- • Amazon Seller Central reports
- • Helium 10 (keyword research)
- • Seller Central bidding rules
- • Zapier
- • Custom scripts for negative keywords
- • Looker / Data Studio dashboards
- • Daily performance monitoring
- • Weekly stakeholder reports
Want the full audit pack?
Download the 60-day audit pack including exported search term lists, negative keyword CSV, campaign architecture, and our recommended rules. Or book a free 30-minute strategy call and we’ll run a quick live audit.