PPC & Listing Optimisation · Amazon UK
Scaling a Hero Product Profitably
on Amazon UK
How I took a single baby keepsake SKU from messy auto campaigns and a generic listing to a structured PPC setup with ~20% conversion rate — while cutting ACOS in half.
Context
- Niche: Baby & pet keepsakes (inkless print kits)
- Marketplace: Amazon UK
- Starting point: Single hero SKU with one auto campaign, generic listing copy, stock photography
- Goal: Grow sales without destroying margins
What I Did
Listing Optimisation
Rewrote the title with primary keywords front-loaded. Changed bullets from feature-dumps to benefit-driven copy focused on ease of use and safety. A/B tested lifestyle images (families using the kit, pets, before/after prints). Added "what's included" infographics to reduce pre-purchase questions and returns. Introduced coupons strategically to boost click-through without eroding margin.
PPC Restructure
Replaced the single auto campaign with a proper structure: Auto (discovery), Manual Broad (prospecting), Manual Exact (proven winners), and Branded (defensive). Mined the search term report for "gold" keywords — high-converting terms that were buried in the auto campaign. Added 80+ negative keywords to cut irrelevant spend. Set target ACOS per campaign type based on actual unit economics.
Conversion Rate Optimisation
Iterated on images and bullets based on click-through rate and conversion rate data. Used reviews and Q&A to identify and address common customer concerns directly on the listing. Kept branding consistent across all assets.
Results
- Hero listing conversion rate stabilised around ~20% (vs category average of ~10–12%)
- Overall ACOS dropped from 52% to 24% within 6 weeks
- Identified and cut £180/month in wasted PPC spend on irrelevant search terms
- Revenue and organic ranking improved while maintaining profitable ACOS
- Product became the anchor SKU for later variation expansion and international launch
Key Takeaway
Most Amazon sellers have a PPC account that's "running" but nobody's actually managing it. A structured campaign setup with proper negatives, a strong listing, and weekly optimisation makes the difference between bleeding money and building a profitable brand.
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