Ad Types
Amazon Advertising Formats We Manage
Amazon's advertising ecosystem has four main formats, each serving a distinct purpose in driving sales velocity, organic rank, and brand visibility. We manage all four as an integrated system — not as separate campaigns with separate objectives.
Sponsored Products
The highest-ROAS format on Amazon. Keyword-targeted ads that appear in search results and on competitor product pages. We structure campaigns with exact/phrase/broad match hierarchies, aggressive negative keyword management, and auto campaigns as keyword discovery engines feeding into manual optimization.
Sponsored Brands
Brand awareness ads featuring your logo, a custom headline, and a product carousel or Store page link. Sponsored Brands appear at the top of search results — ideal for category dominance, new product launches, and conquesting competitor brand searches. We optimize headline copy and creative for CTR and Store visit conversion.
Sponsored Display
Audience-based and product-targeted ads that appear on and off Amazon — on product detail pages, customer review pages, and across Amazon's publisher network. We use Sponsored Display for retargeting product page visitors, conquesting competitor products, and reaching in-market audiences who haven't yet discovered your listing.
Amazon DSP
Programmatic display and video advertising leveraging Amazon's first-party shopping data across its publisher network and streaming properties. DSP allows you to reach shoppers based on purchase history, browsing behavior, and in-market signals — far more precise than traditional programmatic. Best suited for brands with $50K+/mo Amazon revenue.
Listing Optimization
Ads drive traffic — listings drive conversions. We audit and optimize title keyword density, bullet points (benefit-first, keyword-rich), A+ Content (Enhanced Brand Content), main image CTR score, and review count strategy. A listing that converts at 15% vs. 8% cuts your effective ACoS in half without changing a single bid.
Amazon Brand Analytics
We use Amazon's first-party data tools — Search Query Performance, Market Basket Analysis, and Repeat Purchase Behavior — to identify strategic opportunities invisible to advertisers relying only on campaign reporting. These insights inform keyword targeting, product bundling, and seasonal budget planning.
Our Methodology
How We Achieve 4.1x ROAS on Amazon
Amazon advertising is a compound game. Ad performance drives sales velocity, which improves organic rank, which generates more organic sales, which reduces your dependence on ads for the same revenue. We manage campaigns to win both the paid and organic game simultaneously.
Account & Listing Audit
We begin with a comprehensive audit: campaign structure health, match type distribution, negative keyword coverage, ACoS by campaign and keyword, listing quality score (title, bullets, images, A+ content), review count and rating, and competitive positioning. Most accounts we inherit have 30–50% wasted spend from over-broad targeting and no negative keyword discipline. We identify the exact waste before touching bids.
Keyword Architecture Rebuild
We structure campaigns with a three-tier keyword system: Auto campaigns (keyword discovery with conservative bids), Broad/Phrase manual campaigns (expansion with match type control and search term harvesting), and Exact match campaigns (highest-intent, highest-bid terms with tight control). Keywords graduate from Auto → Broad → Exact based on conversion data, ensuring budget concentrates on proven performers.
Listing Conversion Rate Optimization
We rewrite titles with primary keywords in the first 80 characters (mobile-visible), restructure bullet points around benefit-first copy with secondary keyword integration, review and improve A+ Content modules for benefit reinforcement and FAQ coverage, and analyze main image CTR against category benchmarks. For most listings, conversion rate optimization delivers more ROAS improvement than bid optimization alone.
Competitor Conquesting Strategy
We identify your top 10 competitors by organic rank and ad presence, then build Sponsored Product and Sponsored Display campaigns targeting their ASINs and branded terms. This captures buyers who are in-market and comparison shopping — typically a 30–40% lower CPC than generic category terms with comparable conversion rates. We monitor competitor rank movements and adjust conquesting budgets based on seasonal opportunity.
Bid Optimization & ACoS Management
We set ACoS targets by product based on your gross margin and strategic priority (aggressive rank-building vs. profitability maintenance), then optimize bids weekly based on conversion rate, placement performance (top of search vs. rest of search vs. product pages), and day-of-week patterns. We use Amazon's bid adjustments by placement to maximize share-of-voice at the highest-ROAS positions.
Weekly Reporting & Monthly Reviews
Every week: ACoS by campaign, new search term discoveries, negative keyword additions, and bid changes with rationale. Every month: full strategic review covering organic rank progress, TACoS (Total Advertising Cost of Sale — ads as % of total revenue), seasonal budget planning, and competitor landscape changes. You see both the paid performance and the organic compounding effect of our campaigns.
Performance Benchmarks
Amazon Advertising Results Across Our Portfolio
FAQ
Amazon Advertising Questions Answered
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