Identify Which Campaigns and Keywords Absorbed the Increased Spend
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Quick answer
Increased Amazon Ads spend rarely distributes evenly across a campaign. It tends to concentrate in a small number of ad groups, targets, and search terms that receive more impressions or higher cost per click after the bid adjustment. To identify which campaigns and keywords absorbed the increase, advertisers compare spend, clicks, impressions, orders, and ROAS at the campaign, ad group, keyword, and search term level over identical periods before and after the change.
A single account-level ROAS change can hide very different behavior underneath. Some exact match keywords may be scaling profitably, while a handful of broad or auto targets quietly burn through the new budget. The steps below give you a practical way to isolate those items before the next reporting cycle.
Trace the increase below campaign level
Start by pulling a before-and-after report for the same number of days on both sides of the bid change. Sort by spend difference first, then by impressions and clicks. The campaigns and ad groups showing the largest absolute increase are usually the ones that absorbed the new bid, but you should not stop there.
Review those spend increases alongside ROAS. A campaign can look busy because it is winning more unprofitable impressions while a smaller target is actually driving the extra revenue. Tools such as the Amazon Negative Keyword Tool by Todoza can help evaluate search terms using multiple campaign-specific signals across multiple marketplaces.
Read the signals that separate demand from waste
Focus on the combination of spend, sales, ROAS, clicks, impressions, and orders. If a keyword absorbed more spend but sales stayed flat, the increase likely went into less efficient clicks. If impressions rose sharply without a matching rise in click-through, the added budget may be funding placements that do not connect with shoppers.
Compare the same target across the before and after windows. Useful signals include:
- Rising spend with stable or falling orders
- High impression growth without a proportional increase in clicks
- Search terms that exceed your target ROAS and continue to spend after the bid change
These patterns help you identify where a cleanup plan or manual negative keyword review makes sense.
When this matters
This matters most when your account has multiple match types, automatic campaigns, or broad keywords that share the same product. A bid increase may improve top-line traffic while worsening total ROAS if the extra spend flows into low-intent search terms. By reviewing the increase at the search term level, you can keep the efficient demand and move budget away from the targets that only look good in aggregate.
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Related guides
This keyword-level view is one part of the larger diagnosis covered in the main guide on how to diagnose Amazon Ads performance after a bid increase. Once you know which campaigns and keywords absorbed the increased spend, you can make more confident bid and negative targeting decisions instead of relying on blended account averages.