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Your Amazon PPC Search Term Capping Blind Spot Is Ruining ROAS
Season 2
Episode 61
Published 3 weeks, 1 day ago
Description
Episode 61 of Performance Marketing with Fexingo uncovers a frequently overlooked lever in Amazon PPC: search term capping limits. Lucas walks through a real case from a mid-six-figure supplement brand where unconstrained spend on a few high-volume terms led to a 40% ROAS drop. He explains how Amazon's default 'no cap' structure lets top-of-funnel terms drain budget from profitable long-tail queries. Luna challenges whether capping might kill scale, and Lucas shows exactly how to set term-level spend limits using portfolio bid adjustments and campaign-level caps. Practical takeaway: a simple spreadsheet formula to flag terms hitting diminishing returns. No fluff, just a specific tactic that can recover 15-20% of wasted ad spend.