1. Audit the Search Term Report
Pull 60-90 days of search term data. Sort by spend and flag every term with meaningful spend and zero orders. Sum that spend - for many accounts this alone reveals a significant monthly leak.2. Check Negative Keyword Hygiene
Every zero-converting term you found should become a negative (exact or phrase) in the campaigns where it appears. Then check whether your branded and generic traffic are separated - without negatives isolating them, expensive generic campaigns quietly absorb cheap branded clicks and flatter their own numbers.3. Find Structural Problems
- Overlapping campaigns bidding on the same terms against each other
- Auto campaigns never harvested into exact-match manual campaigns
- One budget shared across winners and losers, so losers drain what winners could use
- Identical bids across ASINs with very different margins and conversion rates