Great Ideas Multi-Market Account · Comprehensive Campaign Analysis
DIY Doctor operates across 4 Amazon marketplaces. UK dominates at 78% of budget with strong efficiency. Germany is the growth market but running 10pp above UK ACOS. US and Italy are early-stage with minimal spend.
| Market | Campaigns | Spend | % Budget | Sales | ACOS | Orders |
|---|---|---|---|---|---|---|
| UK | 228 | £5,593 | 78% | £23,885 | 23.4% | 2,861 |
| DE | 72 | £1,428 | 20% | £4,354 | 32.8% | 505 |
| US | 15 | £55 | 1% | £218 | 25.4% | 19 |
| IT | 3 | £15 | 0% | £0 | N/A | 0 |
Ordered by estimated revenue impact. Each finding includes root cause analysis and the specific corrective action required.
7 SB campaigns, £18 spent, £21 sales, 88.2% ACOS. For a multi-product DIY brand with 21+ SKUs, SB should drive 15–20% of spend. Currently: 0.3%. No brand store traffic strategy, no video SB, no brand defence.
78 PAT campaigns at 36.5% ACOS — the worst-performing match type by far. Includes campaigns at 276.6% ACOS (DE PAT), 241.9% (ESL AUTO), and multiple 60–80% ACOS. Many individual ASIN targets are not converting. Needs full PAT audit and aggressive pruning.
Only 2 PHRASE campaigns across 21 SKUs (1.5% of SP spend). Yet PHRASE delivers the best CVR of any match type at 56.1% and 17.4% ACOS. Massive untapped opportunity.
DE is 20% of spend but 10pp less efficient than UK. Key drains: DDT EXACT “doppelseitiges klebeband extra stark” at 35.7% (£297 spend), DDT PAT BIG PUSH at 38.6% (£193), and multiple PAT campaigns over 45%.
The brand store traffic campaign is the 8th biggest spender but running at 45.4% ACOS. £293/wk driving store visits at poor efficiency. Needs creative refresh or bid reduction.
6 campaigns spending £88/wk generating only £121 in sales. AUTO at 241.9% ACOS, FBA EXACT at 46.1%. Either a listing quality issue or the product is not competitive in this category.
DDT runs at 17.4% ACOS, 42.1% CVR with £8,387/wk sales. It’s the standout product. “carpet tape” EXACT at 11.4% ACOS and 55.7% CVR is exceptional. But the PAT campaigns are dragging efficiency (13 PAT campaigns, many at 40%+ ACOS).
DT (duct tape) has only 1 SD campaign, no SP at all — yet generates £209/wk. TORX has only AUTO. FAD has no EXACT. Many SKUs missing SD, SB, and PHRASE.
Weekly metrics for each DIY Doctor SKU in the UK marketplace. DDT leads in revenue and efficiency; HDGG and ESL are the biggest efficiency drains.
| SKU | Camps | Spend | Sales | ACOS | ROAS | Orders | CVR | CPC | % Spend |
|---|---|---|---|---|---|---|---|---|---|
| DDT | 27 | £1,458 | £8,387 | 17.4% | 5.8x | 1,280 | 42.1% | £0.48 | 26.1% |
| BRACK | 28 | £677 | £2,840 | 23.8% | 4.2x | 151 | 15.0% | £0.67 | 12.1% |
| BUT | 23 | £416 | £1,519 | 27.4% | 3.7x | 194 | 23.7% | £0.51 | 7.4% |
| RPD | 24 | £327 | £1,359 | 24.1% | 4.2x | 139 | 31.8% | £0.75 | 5.9% |
| GRL | 20 | £285 | £1,093 | 26.1% | 3.8x | 127 | 24.4% | £0.55 | 5.1% |
| HDGG | 17 | £428 | £1,000 | 42.8% | 2.3x | 107 | 26.8% | £1.07 | 7.6% |
| MGTP | 15 | £250 | £810 | 30.9% | 3.2x | 82 | 20.9% | £0.64 | 4.5% |
| HM20 | 7 | £178 | £607 | 29.2% | 3.4x | 68 | 29.7% | £0.78 | 3.2% |
| KTAPE | 6 | £63 | £226 | 27.7% | 3.6x | 20 | 39.2% | £1.23 | 1.1% |
| AKS | 6 | £72 | £205 | 35.1% | 2.9x | 24 | 27.9% | £0.84 | 1.3% |
| FAD | 5 | £46 | £203 | 22.8% | 4.4x | 22 | 15.2% | £0.32 | 0.8% |
| NT | 7 | £56 | £139 | 40.5% | 2.5x | 24 | 23.8% | £0.56 | 1.0% |
| ESL | 6 | £88 | £121 | 72.9% | 1.4x | 15 | 9.6% | £0.56 | 1.6% |
| FFP | 8 | £35 | £75 | 46.7% | 2.1x | 13 | 28.9% | £0.78 | 0.6% |
| TORX | 1 | £11 | £33 | 33.1% | 3.0x | 5 | 10.6% | £0.23 | 0.2% |
| Other | — | £356 | £870 | 40.9% | 2.4x | — | — | — | 6.4% |
Other includes: SBH (£293/£644), DT (£39/£209), MAIL (£14/£17), SEC (£5/£0), WPS (£0/£0), KTAPE SBV (£5/£0)
| Type | Camps | Spend | % Budget | Sales | ACOS |
|---|---|---|---|---|---|
| SP | 197 | £4,611 | 82% | £20,610 | 22.4% |
| SD | 24 | £963 | 17% | £3,254 | 29.6% |
| SB | 7 | £18 | 0% | £21 | 88.2% |
| Type | Camps | Spend | % SP | ACOS | CVR |
|---|---|---|---|---|---|
| EXACT | 71 | £1,881 | 41% | 25.8% | 34.8% |
| AUTO | 21 | £986 | 21% | 17.8% | 27.5% |
| BMM | 20 | £941 | 20% | 19.3% | 39.2% |
| PAT | 78 | £535 | 12% | 36.5% | 24.2% |
| PHRASE | 2 | £67 | 2% | 17.4% | 56.1% |
Green = campaign type exists. Red = missing. Only DDT has full coverage across all ad types and match types. PHRASE is missing from nearly every SKU.
| SKU | AUTO | EXACT | PHRASE | BMM | PAT | SB | SD | Missing |
|---|---|---|---|---|---|---|---|---|
| DDT | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | Full coverage |
| BRACK | ✓ | ✓ | ✗ | ✓ | ✓ | ✓ | ✓ | PHRASE |
| BUT | ✓ | ✓ | ✗ | ✗ | ✓ | ✓ | ✓ | PHRASE, BMM |
| RPD | ✓ | ✓ | ✗ | ✓ | ✓ | ✓ | ✓ | PHRASE |
| GRL | ✓ | ✓ | ✗ | ✓ | ✓ | ✗ | ✓ | PHRASE, SB |
| HDGG | ✓ | ✓ | ✗ | ✓ | ✓ | ✓ | ✓ | PHRASE |
| MGTP | ✓ | ✓ | ✗ | ✗ | ✓ | ✓ | ✓ | PHRASE, BMM |
| HM20 | ✓ | ✓ | ✗ | ✓ | ✓ | ✗ | ✓ | PHRASE, SB |
| AKS | ✓ | ✓ | ✗ | ✓ | ✗ | ✗ | ✓ | PHRASE, PAT, SB |
| FAD | ✓ | ✗ | ✗ | ✓ | ✓ | ✗ | ✗ | EXACT, PHRASE, SB, SD |
| NT | ✓ | ✓ | ✗ | ✓ | ✓ | ✗ | ✓ | PHRASE, SB |
| ESL | ✓ | ✓ | ✗ | ✓ | ✗ | ✗ | ✓ | PHRASE, PAT, SB |
| FFP | ✗ | ✓ | ✗ | ✓ | ✓ | ✗ | ✓ | AUTO, PHRASE, SB |
| TORX | ✓ | ✗ | ✗ | ✗ | ✗ | ✗ | ✗ | EXACT, PHRASE, BMM, PAT, SB, SD |
| Campaign | ACOS | Sales | Orders | CVR |
|---|---|---|---|---|
| DDT SP-EXACT carpet tape | 11.4% | £1,247 | 200 | 55.7% |
| DDT SD-CONTEXTUAL | 13.5% | £339 | 45 | 83.3% |
| BRACK SP-BMM shelf brackets SFP | 14.1% | £396 | 17 | 15.9% |
| DDT SP-AUTO CATCH ALL | 14.5% | £717 | 114 | 32.4% |
| DDT ALL-AUTO-BUSINESS | 16.3% | £2,418 | 348 | 34.4% |
| DDT SP-BMM double sided tape | 17.6% | £2,516 | 389 | 48.0% |
| BUT AUTO CATCH ALL | 17.9% | £478 | 56 | 19.6% |
| BRACK SP-EXACT scaffold board | 12.1% | £285 | 12 | 28.6% |
| BRACK SP-EXACT scaffold shelf | 18.6% | £340 | 18 | 17.8% |
| BRACK SP-FBA-EXACT hd shelf brackets | 19.6% | £298 | 16 | 21.1% |
| Campaign | ACOS | Spend | Sales | Action |
|---|---|---|---|---|
| ESL SP-AUTO CATCH ALL | 241.9% | £20 | £8 | Pause immediately |
| NT SP-FBA-EXACT nano tape | 172.9% | £10 | £6 | Review bid/listing |
| HDGG AUTO CATCH ALL | 99.3% | £30 | £31 | Negate waste terms |
| RPD EXACT rug gripper | 89.3% | £25 | £27 | Bid too high |
| BRACK PAT CAT REFINE | 75.7% | £19 | £25 | Review ASINs |
| AKS EXACT alan keys | 73.2% | £24 | £33 | Wrong keyword variant? |
| BRACK PAT4 | 71.6% | £20 | £28 | Review ASINs |
| BUT FBA-EXACT leak repair tape | 64.6% | £36 | £55 | Reduce bid |
| ESL SD-CONTEXTUAL | 63.8% | £45 | £71 | Product issue? |
| HDGG SP-EXACT gardening gloves | 62.5% | £165 | £265 | Biggest single drain |
42.8% ACOS overall at £428/wk spend. SP-EXACT “gardening gloves” at 62.5% ACOS is the single biggest efficiency drain in the entire DD brand at £165/wk. AUTO at 99.3%. But BMM “gardening+ gloves+” is reasonable at 26.3%. Recommend: slash EXACT bids by 40%, negate AUTO waste, focus budget on BMM.
72.9% overall ACOS. AUTO at 241.9%. Only 9.6% CVR. Either a pricing, listing quality, or product-market fit issue. Recommend: pause all ESL campaigns until listing is audited.
Germany is the second market for DIY Doctor, running 72 campaigns at £1,428/wk spend. Efficiency is 10pp behind the UK at 32.8% ACOS.
ESL AUTO at 241.9% ACOS and ESL SD at 63.8% ACOS. Audit the listing before resuming — only 9.6% CVR suggests a fundamental product or listing issue.
SP-EXACT “gardening gloves” at 62.5% ACOS is the biggest single efficiency drain at £165/wk. BMM works at 26.3%, so the product converts — it’s EXACT bids that are too aggressive.
Pause DE DDT PAT B0DSJ3T4P3 immediately. Review all DE PAT campaigns running above 45% ACOS — multiple campaigns need bid reduction or pausing.
Pull search term reports from HDGG AUTO (99.3% ACOS) and ESL AUTO (241.9%). Add negative EXACTs for non-converting terms to stop budget bleed.
PHRASE delivers 56.1% CVR but only 2 campaigns exist. Target: DDT, BRACK, BUT, RPD, GRL, HDGG, MGTP, HM20. Use converting search terms from AUTO and BMM reports as seed phrases.
Both SKUs missing BMM discovery campaigns. BUT has EXACT+PAT but no broad discovery. MGTP same. BMM delivers 19.3% ACOS and 39.2% CVR brand-wide.
PAT runs at 36.5% aggregate ACOS — worst match type. Review each ASIN target, pause non-converters, reduce bids on marginal ones. Many individual ASINs will have zero conversions.
11.4% ACOS, 55.7% CVR — the best-performing campaign in the entire account. Check if budget-capped. If so, increase immediately. Also create “carpet tape” PHRASE campaign.
SB Headline: DDT “double sided tape”, BRACK “shelf brackets”, BUT “butyl tape”
SB Video: DDT and BRACK product demos
Brand Defence: “DIY Doctor” branded terms
Target SB at 15–20% of total brand spend.
FAD: EXACT + SD
TORX: EXACT + BMM + PAT + SD
FFP: AUTO
NT: SB + PHRASE
These SKUs are under-served with partial campaign structures.
Reduce DE DDT EXACT “extra stark” bid. Audit all DE PAT campaigns. Create DE BMM for BUT “butyl”. Target: reduce DE ACOS from 32.8% to 25%.
£293/wk at 45.4% ACOS driving brand store traffic. Either refresh creative and landing pages or reduce bids by 30%. Test new headline copy and product selection.
Conservative estimates based on current conversion rates and proven ACOS levels from existing campaigns.
| Action | Timeline | Est. Weekly Impact | Risk |
|---|---|---|---|
| Budget reallocation (pause drains) | Immediate | Save £200–300/wk | Low |
| PHRASE campaign rollout (8 SKUs) | 2 weeks | +£1,500–2,500/wk | Low |
| PAT audit and pruning | 2 weeks | Save £100–200/wk | Low |
| SB rebuild | 4 weeks | +£500–1,500/wk | Med |
| DDT scaling | 2 weeks | +£500–1,000/wk | Low |
| DE optimisation | 4 weeks | +£200–500/wk | Low |
| BMM + missing types | 2 weeks | +£300–500/wk | Low |
| Total Estimated Uplift | +£3,300 – £6,500/wk |
This audit covers campaign-level performance and structural gaps. A second-pass audit of placement modifiers (Top of Search %, Product Page %, Rest of Search %) and individual keyword bids is recommended once the MCP API connection is restored. TOS bid adjustments on high-converting EXACT campaigns can dramatically improve impression share and sales volume without changing base bids.