Jolly Pets and Horsemen's Pride. A full account review and roadmap to growth.
Before we look at a single metric, we start where the customer starts: the search bar.
We start where the customer starts: the search bar. Before we look at a single metric, we ask can they find you, and what do they find when they do?
Most lost sales are not a product problem. They are a structure problem. We identify exactly where customers are dropping off and what is standing between the brand and the sale.
Once the account is clean, we know what is working and why. Then we scale it methodically, with discipline, and always tied back to what a real customer responds to.
That is how we looked at Jolly Pets and Horsemen's Pride. Here is what we found.
The Brand Defense campaign consumes 33% of all spend at $627, returning just $800 at a 78% ACOS. It is doubling bids to attract new customers it was never designed to reach, pulling in searches like "barbie horse" and "chick enrichment toys." The campaign name says defense. The reality is an expensive acquisition campaign with no acquisition strategy.
Remove the +100% new-to-brand bid adjustment immediately. That is the single change that stops the bleeding fastest. Then implement aggressive negative keyword hygiene, cutting every irrelevant term with zero sales.
Removing the bid doubling and cleaning the targeting could recover the majority of that $627 in wasted spend. Brand Defense should become the cheapest traffic in the account, not the most expensive.
Bids on hand-selected keywords are set 40 to 60% below Amazon's recommendations. They cannot win auctions and barely register an impression. Amazon's automated Keyword Group targeting steps in and does all the work. The TreatToy Exact campaign: 100% of its 40 purchases came from automation. Zero from manually selected keywords.
Raise all manual keyword bids to at least Amazon's suggested minimum. The JollyBall Exact campaign proves this works. "Jolly ball horse" alone generated 59 sales and $1,527, outperforming automated targeting by more than 2x.
When manual keywords compete, the account stops being a black box. Real control returns over which searches trigger ads, which products get promoted, and where money goes. That control makes growth predictable rather than accidental.
No negative keywords anywhere in the account. In Brand Defense alone, 180 out of 203 search terms generated zero sales, accounting for $565 in completely wasted spend. Terms like "barbie horse", "baby goats toys", and "cheetah print fly boots" are triggering ads. The 23 converting terms generate all revenue from just $82 in spend.
Build and implement a negative keyword list immediately. Every irrelevant non-converting term gets blocked. Cross-campaign negatives added to stop Auto and Manual campaigns competing for the same searches.
The fastest financial win in the account. Removing 180 wasteful terms does not require new budget or structural changes. That $565 stays in the account and goes to searches already proven to convert.
JollyBall Auto has a 20.70 ROAS, the highest in the entire account. In 21 days it generated 8 purchases from just 23 clicks: a 34.8% conversion rate signalling exceptionally high purchase intent. But it has spent only $9 despite a $35 daily budget. The default bid is $0.40 against Amazon's suggested $0.66. It cannot win auctions.
Increase the default bid from $0.40 to at least $0.66. This is a five minute change. Given the conversion rate already demonstrated, even a more aggressive increase is justified. Every auction it starts winning is a sale it was not getting before.
The single highest impact change available in the account right now. A campaign converting at 34.8% with a 20.70 ROAS does not need to be proven. It needs to be funded. Within days of the bid increase it should start spending toward its actual budget.
Before we spend a single dollar more, we fix the structure.
Sized to give every restructured campaign enough budget to spend fully, generate meaningful data quickly, and demonstrate what these accounts are capable of when properly funded.
The goal in month one is not maximum spend. It is maximum learning, so that every dollar added in month two and beyond goes in with confidence.
A working dashboard reviewed daily. Not a monthly report you read after the damage is done.
Confirm the 14-day plan and starting budget so we can begin immediately.
Share Amazon Advertising account access for both Jolly Pets and Horsemen's Pride with the 2pt team.
We begin hygiene work on both accounts within 24 hours of access being granted.
A call at Day 7 to review early data and confirm the restructure is on track before launch.
Full performance review at Day 14 with a first look at the new campaign structure live in market.