These are the five habits we see most often in the Sponsored Products accounts of small and mid-size Indian sellers: people who are good at sourcing, pricing and fulfilment and have had no time to learn the ads console properly. Each one has a fix you can make yourself, today, with nothing but the console and an hour.
1. One campaign for the whole catalogue
What it looks like. Fifty products in one campaign, one ad group, one daily budget.
Why it costs you. Amazon spends the one budget across all fifty, and the products that convert best are not the ones that spend most. Your best seller and your slowest both draw from the same ₹500 a day, and you cannot tell from the campaign figure which one is earning.
The fix (30 minutes). Sort the products in that campaign by ad sales over the last 30 days. Give each of the top few its own campaign and its own budget, so its figures stand on their own. Leave the long tail where it is with a smaller budget, and review it next month.
Ek campaign mein 50 products daalna, sabko aadha khana dena hai.
2. Bidding only on the broadest words
What it looks like. You sell printed cotton sarees; your keywords are "saree", "cotton saree" and "printed saree", and nothing else.
Why it costs you. The broadest words are the ones every seller in the category bids on, so each click is dear, and the people searching them are browsing as often as buying. A buyer who knows what she wants types more: the fabric, the occasion, the price band, the region.
The fix (45 minutes). Open the search-term report for the last 60 days and read the searches that actually produced orders. They will be longer and more specific than your keywords. Add each one as an exact-match keyword in a manual campaign, with a bid of your own. Keep the broad words running at a lower bid as the discovery layer.
3. Never opening the search-term report
What it looks like. The campaigns were set up months ago. The dashboard is checked for sales. The report that lists what people actually searched has never been downloaded.
Why it costs you. The search-term report is the only place Amazon shows you which searches your ads appeared for, and with what result. Without it you are paying for "saree blouse piece only" and "free saree sample" without knowing it.
The fix (15 minutes, every week). Campaign Manager, Reports, Search Term Report, the last 7 days. Sort by spend. For each search: no order and a meaningful number of clicks, add it as a negative exact match in the ad group where it spent; several orders at an ACoS under your target, add it as an exact-match keyword in a manual campaign; one or two orders, leave it and look again next week. Put the fifteen minutes in your calendar on the same day each week.
Har hafte search-term report dekhna, apne paise ki raksha karna hai.
4. Setting a bid once and never touching it
What it looks like. Amazon suggested ₹8 when the campaign was made. Every keyword is still at ₹8, four months later.
Why it costs you. The price of a click moves with the season and with what other sellers are doing. A bid that won the auction in a quiet month overpays in a quieter one and loses visibility in a festival week. And a keyword at 110% ACoS has been telling you for weeks that its bid is too high for what it brings.
The fix (20 minutes, twice a month). In each manual campaign, sort keywords by ACoS over a window that ended at least two days ago (orders keep arriving for a week after the click). Below your target with room to grow: raise the bid a little. Well above it for a full window: lower the bid a little, in steps, and look again. Do not judge a keyword on a handful of clicks; read the clicks and orders beside the ratio.
5. Leaving the automatic campaign to do everything
What it looks like. The automatic campaign was the easy way to start, it produces sales, so it is still the only campaign.
Why it costs you. Automatic targeting is Amazon choosing the searches. It is the right tool for finding out which searches convert, and the wrong tool for owning them: you cannot set a bid per search, and the budget goes to good and bad searches alike.
The fix (one hour, once). From the automatic campaign's search-term report over 60 days, make two lists. Searches with several orders at an ACoS under your target: add each as an exact-match keyword in a new manual campaign with your own bid, and as a negative exact match in the automatic campaign so the two stop competing. Searches with many clicks and no order: add as negatives in both. Keep the automatic campaign running on a smaller budget; its job now is to find the next search.
What this adds up to
Nothing here is a trick. It is the same reading of the same report, done every week instead of never, with the target ACoS you worked out for your own margins written down beside it. The sellers whose ads earn are rarely the ones with the biggest budgets; they are the ones who look.
Where SellerSaarthi fits
Habits 3, 4 and 5 are a nightly job in SellerSaarthi: it reads your campaigns and search terms every night, judges each search and each bid against the target you set, and writes what it finds as a card with its numbers. Nothing changes on Amazon until you approve the card, and any bid change can be undone from your activity log. Habit 1 and habit 2 stay yours; no tool knows your catalogue the way you do.
If the words in this guide are new, start with What is ACoS? A plain guide.