C10 Turning around a declining account
Read this flowchart as text
- Symptom: sales down ≥ 20% vs prior period
- Triage (72 hours)
- Stockout · lost Buy Box · suppressed listing · hijacker → fix first (D13, D15, D22)
- Impressions down: budget caps · bids · rank loss · seasonality → D2, D19
- Price vs rivals · rating drop · main image · badge loss → D3
- Reviews · price · listing changes · new competitor → D4, D10
- Stabilise: defensive + branded campaigns on; coupon on hero ASIN; restock plan
- Rebuild (30 days): re-audit → restructure PPC → listing/creative refresh → ranking ladder on core terms
- Weekly trend line back to baseline within 60–90 days
What you get: a 72-hour triage, a stabilisation step and a 30-day rebuild — with the weekly trend back to baseline as the measure.