On your own branded search terms, most of the sales happen whether or not you run ads, because those shoppers already want your brand. That makes branded campaigns the easiest place to over-spend. This SOP shows you how to find the right branded budget instead of defaulting to a big number.
When to use it: weekly, or whenever branded PPC spend has grown.
Step 1: Isolate branded performance
Open the Market Share & Funnel report.
Filter to your brand name so you are looking only at branded search terms.
Note your current branded PPC spend and your purchase share.
Step 2: Test reducing spend
Lower the branded ad budget by 20% week over week.
Monitor click share and purchase share each week.
Keep reducing until you see share start to slip. That point is the minimum branded budget you actually need.
Lower the bid, not just the budget. You can also simply lower your bid on branded terms. Amazon is more than just an auction, so a lower bid will often hold your position on a term customers are already searching by name.
Why this works: it is common to see branded PPC spend grow enormously while purchase share barely moves. As a real example, spend can rise by 1,000% and lift purchase share by only 10%. That gap is spend you can recover.
Close the loop: redirect the recovered budget to non-branded keywords where you are under-invested, where the same dollars buy genuinely incremental sales.