Great Ideas UK Account · Comprehensive Campaign Analysis
Yogii is performing above the account average (22.9% ACOS), but significant structural gaps are limiting growth potential. The brand is profitable but under-scaled.
At 21.1% ACOS and 4.7x ROAS, Yogii outperforms the account average by 1.8 percentage points. The brand generates £11,037 in weekly ad-attributed sales from £2,331 spend. Average CPC of £0.63 is competitive for the yoga mat category.
Ordered by estimated revenue impact. Each finding includes root cause analysis and the specific corrective action required.
3 SB campaigns exist but only £0.61 was spent with zero sales. For a 9-SKU colour range brand, SB should drive 15–25% of total ad spend via headline banners, video, and brand store traffic. Currently: 0.03%. This leaves the top of search entirely undefended and forgoes the brand halo effect that SB delivers.
BKOR is the only SKU with EXACT, PHRASE, BMM, AUTO, PAT, SB, and SD campaigns. It generates 34% of brand revenue. The other 8 SKUs are missing between 2 and 6 campaign types each. BROWN (£1,821/wk sales) and RALD (£1,460/wk) don't even have EXACT match campaigns.
EXACT match delivers the best ACOS (16.1%) and highest CVR (26.3%) of any match type, yet receives only 12% of SP spend. BMM gets 41% despite a higher ACOS (22.0%) and significantly lower CVR (14.1%). High-intent exact-match shoppers convert nearly twice as often.
BKOR (£15/day, 18.8% ACOS), NURO (£15/day, 20.5% ACOS), and GRED (£20/day, 10.4% ACOS) all run below account average ACOS but exhaust their daily budgets, losing profitable impressions every afternoon and evening. Amazon's own system recommends 50% higher budgets on all three.
No campaign targets "Yogii" branded search terms. In the competitive yoga mat category, competitors routinely bid on brand names. Without brand defence, you're paying for awareness through generic terms but losing the high-CVR branded conversion to competitors.
9 colour variants exist but all campaigns target generic "yoga mat" terms. Searches like "pink yoga mat", "teal yoga mat", or "green yoga mat" are colour-intent signals that would convert significantly higher if matched to the right SKU. Currently these land on whatever colour the algorithm picks.
11 AUTO campaigns spend £658/wk. The lack of EXACT campaigns for most SKUs suggests converting search terms are not being systematically harvested from AUTO into dedicated EXACT/PHRASE campaigns. This leaks budget to broad, less-efficient matching.
Weekly metrics for each Yogii SKU. BKOR leads in revenue and coverage; GRED is the most efficient but severely under-invested.
| SKU | Campaigns | Spend | Sales | ACOS | ROAS | Orders | CVR | CPC | % Budget |
|---|---|---|---|---|---|---|---|---|---|
| BKOR | 15 | £709 | £3,780 | 18.8% | 5.3x | 215 | 22.2% | £0.73 | 30.4% |
| TEBL | 4 | £464 | £1,823 | 25.4% | 3.9x | 116 | 18.2% | £0.73 | 19.9% |
| BROWN | 2 | £383 | £1,821 | 21.1% | 4.7x | 107 | 16.0% | £0.57 | 16.4% |
| RALD | 2 | £365 | £1,460 | 25.0% | 4.0x | 78 | 12.6% | £0.59 | 15.7% |
| NURO | 12 | £212 | £1,031 | 20.5% | 4.9x | 61 | 14.9% | £0.52 | 9.1% |
| WINE | 2 | £140 | £686 | 20.4% | 4.9x | 39 | 15.9% | £0.57 | 6.0% |
| GRED | 3 | £31 | £297 | 10.4% | 9.6x | 17 | 20.2% | £0.37 | 1.3% |
| JADE | 2 | £25 | £123 | 20.3% | 4.9x | 6 | 10.9% | £0.46 | 1.1% |
| DBGO | 3 | £0.31 | £0 | N/A | N/A | 0 | 0% | £0.00 | 0.0% |
| Type | Spend | % Budget | Sales | ACOS |
|---|---|---|---|---|
| SP | £2,013 | 86% | £9,455 | 21.3% |
| SD | £318 | 14% | £1,582 | 20.1% |
| SB | £0.61 | 0% | £0 | N/A |
| Type | Spend | % SP | ACOS | CVR |
|---|---|---|---|---|
| BMM | £826 | 41% | 22.0% | 14.1% |
| AUTO | £658 | 33% | 21.6% | 16.9% |
| EXACT | £234 | 12% | 16.1% | 26.3% |
| PHRASE | £219 | 11% | 23.0% | 16.8% |
| PAT | £76 | 4% | 29.5% | 17.0% |
Green = campaign type exists. Red = missing. Only BKOR has complete coverage across all ad types and match types.
| SKU | AUTO | EXACT | PHRASE | BMM | PAT | SB | SD | Missing |
|---|---|---|---|---|---|---|---|---|
| BKOR | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | ✓ | Full coverage |
| NURO | ✓ | ✓ | ✓ | ✓ | ✓ | ✗ | ✓ | SB |
| TEBL | ✓ | ✗ | ✗ | ✓ | ✓ | ✗ | ✓ | EXACT, PHRASE, SB |
| GRED | ✓ | ✗ | ✗ | ✓ | ✗ | ✗ | ✓ | EXACT, PHRASE, PAT, SB |
| BROWN | ✓ | ✗ | ✗ | ✓ | ✗ | ✗ | ✗ | EXACT, PHRASE, PAT, SB, SD |
| RALD | ✓ | ✗ | ✗ | ✓ | ✗ | ✗ | ✗ | EXACT, PHRASE, PAT, SB, SD |
| WINE | ✓ | ✗ | ✗ | ✓ | ✗ | ✗ | ✗ | EXACT, PHRASE, PAT, SB, SD |
| JADE | ✓ | ✗ | ✗ | ✓ | ✗ | ✗ | ✗ | EXACT, PHRASE, PAT, SB, SD |
| DBGO | ✗ | ✗ | ✗ | ✗ | ✓ | ✗ | ✓ | AUTO, EXACT, PHRASE, BMM, SB |
| Campaign | ACOS | Sales | Orders | CVR |
|---|---|---|---|---|
| BKOR SP-EXACT yoga mat | 15.9% | £1,178 | 67 | 32.2% |
| BKOR SP-AUTO CATCH ALL | 18.7% | £850 | 48 | 24.0% |
| BKOR SD-CONTEXTUAL | 9.3% | £245 | 15 | 48.4% |
| BKOR SP-BMM exercise+ mat+ | 13.7% | £223 | 9 | 15.3% |
| NURO SP-EXACT yoga mat | 19.0% | £209 | 12 | 12.8% |
| GRED SP-AUTO CATCH ALL | 14.2% | £137 | 9 | 20.9% |
| GRED SP-BMM yoga+ mat+ | 8.4% | £117 | 7 | 17.9% |
| Campaign | ACOS | Spend | Sales | CVR | Issue |
|---|---|---|---|---|---|
| BKOR SP-PAT-GROUP-3 | 84.7% | £12.69 | £14.99 | 9.1% | Product targets not converting |
| TEBL SP-PAT-GROUP-1 | 45.4% | £13.22 | £29.15 | 11.8% | Inefficient product targeting |
| TEBL SP-BMM yoga+ mat+ | 43.2% | £6.48 | £14.99 | 4.0% | Very low CVR; listing issue? |
| TEBL SP-AUTO CATCH ALL | 29.4% | £156 | £531 | 15.0% | High spend, above-avg ACOS |
TEBL has the worst CVR across its campaigns (BMM 4.0%, AUTO 15.0%, PAT 11.8%) despite £464/wk in spend. When combined with 25.4% ACOS, this suggests a potential listing quality issue. Recommend reviewing: main image, pricing competitiveness, bullet points, and A+ content against top competitors. A listing conversion problem means more ad spend won't solve the issue.
UK-YG-ALL-AUTO-BUSINESS, UK-YG-MAT-PAT-CAT-REFINED, SBV-CPC-BKOR-SB-EXACT-PDP, SBV-CPC-BKOR-SB-PAT-PDP, UK-YG-AUTO-CATCH ALL-3p-600PP, DBGO-SP-PAT-BREAKOUT, BKOR-SP-EXACT-pilates mat. These should be reviewed and either fixed (targeting/bids) or archived to reduce account clutter.
BKOR: £15 → £22.50/day
NURO: £15 → £22.50/day
GRED: £20 → £30/day
All three run below account average ACOS. Amazon explicitly recommends these increases. Zero risk.
Running at 84.7% ACOS with 9.1% CVR. The targeted ASINs are not converting. Either pause entirely or cut bids by 50% and review which ASINs are being targeted.
Before spending more on TEBL ads, audit the listing: main image, pricing vs competitors, bullet points, reviews, A+ content. The 4.0% BMM CVR suggests shoppers click but don't buy.
Clean the account. These campaigns have zero impressions or spend and add clutter. Archive them and note their settings in case any need to be revived later.
Replicate the BKOR EXACT success (15.9% ACOS, 32.2% CVR). Target: "yoga mat", "exercise mat". Use BKOR's bid levels as starting point. These 4 SKUs do £5,790/wk in sales with zero EXACT match coverage.
Only BKOR has PHRASE (23.0% ACOS, 16.8% CVR). Create for NURO, TEBL, BROWN, RALD on "yoga mat", "pilates mat", "exercise mat" phrases.
BKOR "exercise+ mat+" BMM runs at 13.7% ACOS. This keyword angle is proven but only exists for one SKU. Create "exercise mat" EXACT and BMM for BROWN, RALD, NURO, TEBL.
Pull search term reports from all 11 AUTO campaigns. Identify terms with 3+ conversions. Create dedicated EXACT campaigns for winners. Add negative EXACTs in AUTO to prevent overlap.
SB Headline: "yoga mat" targeting with Brand Store landing page
SB Video: Top 3 SKUs (BKOR, BROWN, TEBL) on "yoga mat" + "exercise mat"
Brand Defence: "Yogii" + "yogii mat" branded terms
Target SB at 15–20% of total brand spend.
BKOR SD Contextual: 9.3% ACOS, 48.4% CVR. GRED SD Contextual: 3.4% ACOS. This format works. Roll out to BROWN, RALD, WINE, JADE with the same contextual targeting setup.
"pink yoga mat" → NURO
"teal yoga mat" → TEBL
"green yoga mat" → GRED
"brown yoga mat" → BROWN
These colour-intent searches have higher purchase intent and lower competition than generic "yoga mat".
Set up a monthly workflow: AUTO → search term report → filter 3+ conversions → create EXACT campaigns → negative EXACT in AUTO. This should become a repeating process, not a one-off.
Conservative estimates based on current conversion rates and proven ACOS levels from existing campaigns.
| Action | Timeline | Est. Weekly Uplift | Risk |
|---|---|---|---|
| Budget increases (3 SKUs) | Immediate | +£2,554 | Low |
| EXACT campaigns for 4 SKUs | 2 weeks | +£1,500 – £2,500 | Low |
| PHRASE campaigns for 5 SKUs | 2 weeks | +£500 – £1,000 | Low |
| SB rebuild (headline + video + defence) | 4 weeks | +£500 – £1,000 | Med |
| SD rollout to 4 SKUs | 4 weeks | +£300 – £600 | Low |
| Colour-specific keywords | 4 weeks | +£200 – £500 | Low |
| Total Estimated Uplift | +£5,554 – £8,154/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 API connection is restored. TOS bid adjustments on high-converting EXACT campaigns can dramatically improve impression share and sales volume without changing base bids.