Hey everyone,

I’ve been lurking and learning from this community for months, but I’ve finally hit a wall with my latest launch and really need some outside perspective.

Quick background: I was selling on Amazon about four years ago. I started with aggressive private label, then shifted to a more curated approach, but I never really learned PPC the right way. Now I’m back, working directly with a small manufacturer to build a sustainable business from scratch. I’ve poured over guides and threads for months, but real-world execution is a completely different animal.

Here’s where I stand right now.

I launched a new product roughly three weeks ago. It’s a simple, solid niche product, and my two most important core keywords — ABA ranks around 10k and 30k — are already ranking organically on page one. That part feels like a win.

But here’s the brutal reality.

My sales split is about 50/50 between organic and paid, slightly favoring ads. The real problem is my ACoS. It’s crippling — consistently above 50%, sometimes pushing 60%. At this rate, I’m never going to be profitable. My ad spend is just eating every bit of margin I have.

I’ve included a snapshot of my main campaign performance below.

(Image description: Sponsored Products dashboard showing high average CPC, low conversion efficiency relative to spend, and elevated ACoS across core keyword campaigns.)

These are the questions keeping me up at night.

First, with my main keywords already on page one organically, what’s the smartest move for my PPC? Should I double down to protect that position, or pull back and let organic traffic carry more weight?

Second, my exact-match core keyword campaigns burn through their daily budget every single day. The strangest part is, every time I try raising the budget, conversion rates crash hard. Is Amazon just pushing my ads into lower-quality search traffic? How do you scale a winning keyword without destroying its performance?

Third, since I’m already ranking organically, does it make sense to use down-only bidding on those exact keywords just to pick up extra clicks when I can? Or would that just limit my volume for no good reason?

I’ve also tried expanding my traffic, and so far, everything’s flopped.

I tested long-tail exact-match keywords, and the results were terrible. My main core keywords convert around one sale per 13 clicks, but these long-tails needed 30+ clicks for a single order. ACoS skyrocketed, so I paused them.

I also gave product targeting a shot, targeting similar competitors with comparable quality and a lower price point. I thought it would be an easy win, but it barely moved the needle and had terrible ACoS. I shut it down after a week. Was I too quick to kill it?

My next thought was to expand into broader and phrase match keywords, mine for converting search terms, and move winners into exact. But after my last two experiments failed, I’m hesitant to keep throwing money at unproven strategies.

So I’m turning to the community.

What am I missing here? Beyond my core exact keywords, where else should I be looking for consistent, profitable traffic? How do I stabilize profitability without killing my current sales momentum?

Any insight, tough love, or actionable advice is greatly appreciated.

Thanks a ton, guys.