Two ad groups bidding on the same keyword. Three campaigns fighting for the same ASIN. Sellerbud audits every account against four structure rules and shows you exactly where the rupees are leaking.
01The four structure rules
Most accounts inherited from an agency — or grown organically over years of launches — break the same four structural rules. Each is cheap to fix and expensive to leave alone.
A keyword belongs to exactly one ad group at any time.
Same keyword in two ad groups = two bids to the same auction. You out-bid yourself and pay your own ceiling.
Broad, phrase and exact don't compete for the same root.
Broad burns the daily cap before exact ever serves. You pay Amazon to discover what you already know.
An ASIN runs in a single campaign at a time.
Auto + brand-defence + manual all bidding on the same ASIN means your own campaigns are the competition. You pay yourself.
Every targeted keyword earns at least one impression in 60 days.
Amazon charges bid-floor fees on every active keyword, even ones that never serve. Years of launches add up.
02How the audit runs
You don't need to schedule a call with an agency to find out your account is a mess. Run the audit, read the report, decide.
SP, SB, SD. Every ad group, keyword, ASIN and negative pulled in one pass.
Group by root keyword and parent ASIN; normalise broad/phrase/exact variants.
Flag duplicates across ad groups, match-type stacking, ASINs in 3+ campaigns.
A clean campaign tree with negatives wired in. Every change line-item explained.
Apply to live, or stage to a draft campaign for review before pushing.
03Open findings
The audit doesn't stop at “you have overlaps”. Each finding carries the rupees you've wasted and the exact fix to apply.
| Finding | Type | Campaigns | Keywords | Wasted spend | Recommended action |
|---|---|---|---|---|---|
| “cotton kurti” | Overlap | Diwali Auto + Diwali Manual | 2 KWs | ₹4,800 | Keep in Manual, negative in Auto |
| B0CXY487R2 | Cannibal | 4 campaigns | 1 ASIN | ₹12,400 | Consolidate to Brand Defence |
| “stainless steel cookware” | Match waste | SP Cookware Manual | Broad + Phrase + Exact | ₹6,200 | Pause Broad, keep Exact + Phrase |
| “diwali gift hamper” | Overlap | Festive Auto + Gifting Manual | 3 KWs | ₹3,950 | Move to Gifting Manual, negative in Auto |
| B0DK19QP4N | Cannibal | 3 campaigns | 1 ASIN | ₹8,100 | Keep in Brand Defence + SP Auto only |
| “rakhi gift pack 2025” | Orphan | SP Rakhi Manual | 1 KW · 0 impr · 72d | ₹0 | Archive keyword |
| “non stick tawa” | Match waste | SP Cookware Manual | Broad + Phrase | ₹2,750 | Pause Broad, keep Phrase + add Exact |
| B0FR23MK91 | Cannibal | 5 campaigns | 1 ASIN | ₹15,300 | Consolidate to Brand Defence + 1 SP |
04The rebuild
Before you apply anything, Sellerbud shows you the exact campaign tree it wants to land you on. No surprises. No black box.
Before · current
After · proposed
✓ Original campaigns archived — never deleted. Roll back any time.
05What changes
A live account, halved into the fortnight before the optimiser ran and the fortnight after. No new spend, no new creatives — just structure.
Before optimiser
01 Apr – 15 Apr · amazon.in
After optimiser
16 Apr – 30 Apr · amazon.in
06Proof
We inherited 200+ campaigns from our previous agency. Sellerbud's audit flagged 84 with duplicate match types. Rebuild dropped ACOS from 39% to 24% in one week.
07Objections
Will the rebuild lose my historical performance data?
No. Sellerbud archives the original campaigns rather than deleting them — historical spend, impressions, clicks and conversions stay queryable in your Amazon Ads reports. New campaigns inherit nothing from the old, but the old data isn't going anywhere.
Can I roll back if I don't like the rebuild?
Yes — one click. Every rebuild creates a rollback point: archive the new campaigns, un-archive the originals, restore their previous state (active/paused, bids, negatives). You can roll back hours or weeks after applying. The only thing that doesn't roll back is the data Amazon collected on the new campaigns in the meantime.
How does Sellerbud decide what to keep vs. delete?
Keep rules: campaigns with >₹10K spend in the last 90 days, anything with a positive ROAS, anything tagged Brand Defence, anything you've manually marked “preserve”. Delete (archive) rules: zero-impression keywords past 60 days, lower-performing duplicates of a kept campaign, orphan ad groups. Every rule is visible in the rebuild plan before you apply.
Does the optimiser touch Brand campaigns?
Sponsored Brands and Sponsored Display are audited but not auto-rebuilt — they hold creative assets and brand store links that need human approval. You'll see flags in the report (duplicate ASINs, overlapping keywords) but the one-click Apply is scoped to Sponsored Products by default. SB/SD changes require an explicit confirm.
How often should I run the optimiser?
Quarterly for stable accounts, monthly during festive (Rakhi through Diwali, plus Republic Day sale). Run it again after any agency hand-over, any catalogue expansion of >20 SKUs, or any time you see ACOS creep up >5pp month-over-month with no obvious cause.
