Quick Links:
Introduction
Scaling spend on a single keyword isn’t just about raising bids. Once your bid is already higher than the average CPC, you’re probably winning most auctions already—so pushing the bid further won’t unlock much more traffic.
At that point, scaling becomes less about bidding harder and more about expanding your presence.
Options to Consider
Here are the key ways to increase spend when you’ve already hit the bid ceiling:
1️⃣ Add More Products to Capture More Impressions
A single product can only generate so many impressions on a search term. Each ASIN has a natural ceiling based on Amazon’s auction dynamics and relevance scoring. To break through that limit, add more products/variations or separate parent ASINs, that are relevant to the term.
Why this works:
Every parent ASIN participates in its own auction for the same search term.
Amazon often shows multiple products from the same brand on one results page.
More products = more ad slots you can occupy.
You expand your share of voice without needing a higher bid.
More products → more eligible auctions → more impressions → more clicks → more spend.
This is one of the most reliable ways to scale a keyword after a single ASIN is maxed out.
2️⃣ Find New or Related Search Terms
When a hero keyword is fully saturated, look sideways instead of straight ahead. Discover new:
Long-tail variations;
Complementary queries;
Adjacent category terms.
These widen the funnel and bring in incremental demand connected to your main keyword.
3️⃣ Increase Demand for the Term Through PDP Optimization
Increasing spend sometimes comes down to boosting conversion rate, not bids. When your PDP converts better on broader or related queries, Amazon rewards you with:
Higher search frequency rank
More visibility
More impressions across your category
Improving the title, images, A+ content, reviews, badges, and pricing all help expand your eligibility for more auctions—especially on broader or mid-funnel terms.
Identify Potential Search Terms
Review your current keywords and performance metrics (clicks, spend, sales) to identify terms generating meaningful traffic from the Targets & Search terms tab in Perpetua, together with the following recommendations.
Choose search terms where your product is not currently ranking in the top 1–4 organically, as these top-ranking terms are likely already driving organic sales (unless you are noticing a drop in rank). Learn how to review this in Perpetua by leveraging Search Insights, which provides you with Ad placement Share-of-Voice data
Focus on high-volume search terms (SFR) for maximum impact.
Use exact match keywords for the terms you want to grow your organic rank on.
Focus on high-performing unbranded terms: Select unbranded keywords driving sales—they attract new customers and are ideal for scaling.
Group by category or product: Organize keywords by product or category to simplify management, set tailored bids/budgets, and establish realistic ACOS targets.
Avoid overly broad terms: e.g., for mirrors, don’t just target “mirrors”, but rather use longer tail keywords such as "glossy mirrors for face" or "small glossy mirrors for face ".
Maximize Your Spend With Conversion Optimization Goals
Now that we have identified the key terms for scaling, we can group them by category or product type into custom, single-campaign goals.
Using Perpetua’s Conversion Optimization feature, you can assign specific keywords to their own dedicated campaigns, maximizing conversion rates. This feature optimizes performance by hour and also allows you to set a target ACOS ceiling, ensuring the campaign aligns with your overall objectives.
🚨 Note 🚨
The ACOS ceiling should reflect the historical ACOS achieved by the keyword(s) you’re isolating in these campaigns.
For example, if the term “glossy mirror for face” has a 30-day historical ACOS of 50%, setting a Target ACOS ceiling at 30% would restrict bidding. As a result, bids — and therefore spend — would decrease rather than increase.
💡 Choose ASINs with mid- to low organic rankings and focus on the high-priority search terms where you can most effectively boost sell-through rate.
Learn more about this feature by clicking on the button below, where you will access other helpful insights on how this feature works.
Please don't hesitate to reach out to your dedicated Customer Success Manager or our Live Chat Support Team if you have any further questions.