Some keywords are clearly relevant to your product, customers are searching them in volume, and you are barely visible. That is not a listing or conversion problem, it is a visibility problem, and it is your clearest growth opportunity. This SOP shows you how to find these keywords and start capturing them.
When to use it: monthly, alongside the cannibalization SOP, so the budget you free has somewhere to go.
Step 1: Find low-visibility, high-relevance keywords
Open the Market Share & Funnel report and go to the Market Share page.
Sort by Search Volume (descending) and scan for keywords with impression share under 2%.
For each one, verify relevancy: search it on Amazon and confirm the top results are products like yours.
Check that the keyword appears naturally in your listing title or bullets. If it does not, add it before running ads, because relevancy affects ranking.
Step 2: Cross-check spend against search volume
Compare PPC spend to Search Volume. You can be spending far more on a small keyword than on a much larger, relevant one. Flag relevant keywords that have high search volume and low spend. These are under-invested even if their impression share is not the very lowest.
Step 3: Launch and track
Create an exact match Sponsored Products campaign with top-of-search placement multipliers for the flagged keywords.
Track impression share and keyword rank in the Market Share & Funnel report week over week.
What to expect: growing impression share from roughly 1% to 4% on a competitive keyword takes weeks to months. Early on, ACoS will look high because you are paying for visibility before your organic rank strengthens. Once rank improves, impression share keeps growing even when PPC budget stays flat.
Where the budget comes from: fund this from the keywords you are over-investing in. Stop paying for clicks you already own organically, and buy visibility where customers cannot yet find you. See "How to Identify Keywords Cannibalizing Your Organic Sales".