Amazon PPC Management

Amazon PPC Management
for Ecommerce Brands

Amazon is the only channel where your competitor can appear on your own product page. Run properly it is the cheapest incremental revenue most DTC brands have available; run on autopilot it quietly funds your competitors’ conquesting.

Book a Discovery Call
What It Costs

The Campaigns

Which Amazon Campaign
Type Does What?

Most accounts run all three and treat them as one budget. They do completely different work and should be judged on completely different numbers.

Defend and harvest

Sponsored Products

The workhorse. Defends your own branded terms, then harvests converting search terms out of auto campaigns into exact-match ones you control. Sponsored Products is the only one of the three that can harvest search terms this way.

Own the top of the page

Sponsored Brands

Headline placement with your logo and a custom landing page. Expensive per click, and the only way to stop a competitor owning the first thing shoppers see on your brand name. Sponsored Brands is also the only format that gets you a custom landing page rather than a product detail page.

Conquest and retarget

Sponsored Display

Places you on competitor listings and back in front of people who viewed and left. The most wasteful of the three when nobody is watching it. Sponsored Display now spans both on-Amazon and off-Amazon placements, which is exactly why it leaks when nobody is reading the placement report.

Sponsored ProductsSponsored BrandsSponsored Display
What it is forDefend and harvestOwn the top of the pageConquest and retarget
Where it places youSearch results and product pagesThe headline slot above the resultsCompetitor listings, and off Amazon too
Where the click landsA product detail pageA custom landing pageA product detail page
Harvests search termsYes, and it is the only one of the threeNoNo
What to watchAuto-campaign search terms, so the converting ones move to exactCost per click, which is the highest of the threeThe placement report, because this is where it leaks

The Metric

Why Is ACOS
the Wrong Target?

ACOS tells you what a sale cost in ad spend. TACOS — ad spend against total revenue, not just attributed revenue — tells you whether advertising is growing the business or just renting sales you would have had anyway.

A falling TACOS with flat ACOS means organic rank is improving and the ads are doing their real job. A brand looking only at ACOS will cut exactly the campaigns that were building that rank.

What gets run every week?

  • Search term harvesting from auto into exact
  • Negatives, both keyword and ASIN level
  • Bid and placement adjustments by campaign type
  • Conquesting and defending on the branded terms

What has to be right before any of it?

  • Listing titles, bullets and backend search terms
  • A+ content and image stack on the key ASINs
  • Review velocity, which no bid strategy can substitute for
  • Enough margin to advertise at all

Amazon punishes advertising on a weak listing harder than any other channel. If the listing is not right I will tell you to fix that before spending anything, and that advice is free.

Pricing

What Does It Cost
to Work Together?

Published, so you can rule me in or out without booking a call.

Channel Management

Starting at $1,500 /month

You own the plan. I run the channels.

  • Campaign build and management
  • Conversion tracking and reporting
  • Monthly performance call
  • SEO is not included at this tier
  • Additional channels +$500 each
  • Minimum ad spend $5,000/month
  • 6 month commitment

How one channel gets run →

Book a Call

Most Popular

Growth Partner

Starting at $4,000 /month

I own paid strategy end to end.

  • Everything in Channel Management
  • Every channel included, priced as one
  • SEO included: technical, on-page and content
  • Channel mix and budget allocation
  • Creative direction and briefs
  • Quarterly CRO roadmap
  • 25 hours a month included
  • Minimum ad spend $10,000/month
  • 3 months, then month to month

What owning the mix means →

Book a Call

Fractional CMO

Starting at $7,000 /month

I own the whole marketing function.

  • Everything in Growth Partner
  • Email, SEO and site direction
  • Contractor sourcing and management
  • Quarterly planning with you
  • 40 hours a month included
  • Minimum ad spend $20,000/month
  • 6 month commitment

What a Fractional CMO does →

Book a Call

FAQ

Questions About
Amazon PPC

If yours is not here, ask it on the call.

What does Amazon PPC management cost?
From $1,500 a month as a single channel, or $500 as an additional channel alongside Google or Meta, which is how most brands buy it. Full pricing is above.
What is a good ACOS?
It depends entirely on your margin, which is why the question is usually the wrong one. If your contribution margin is 40%, an ACOS of 40% breaks even on that sale. The more useful number is TACOS, because it tells you whether advertising is growing total revenue.
Do I need Amazon if I sell on Shopify?
Not always. Amazon takes a cut and owns the customer relationship, which is a real cost. But a meaningful share of shoppers start their search there, and if they find a competitor instead of you, you paid for that too.
Can you fix my listings as well as the ads?
I will audit them and tell you exactly what is wrong, because the ads cannot outrun a bad listing. Copy and image production is billed at cost through a specialist rather than marked up.
What is Amazon PPC?
Amazon’s advertising system, where you pay per click for placement in search results and on product pages. It works differently from Google because the shopper is already on Amazon intending to buy, so the competition is for the sale rather than for the visit.
What is an Amazon PPC campaign?
A budget and a targeting method aimed at a set of products. The main types are Sponsored Products, Sponsored Brands and Sponsored Display, and most accounts get the majority of their results from Sponsored Products alone.
How much does Amazon PPC cost?
The ad spend is whatever you set; the number that matters is what a sale costs you after it. Judge it against your margin rather than against an ACoS benchmark you read somewhere — the right ACoS for a 60% margin product is very different from a 20% margin one.
How do you optimize Amazon PPC campaigns?
Start with the search term report and the products that are already spending, not with bids. Most accounts I take over are paying for terms that never convert and under-bidding the ones that do, and no bidding strategy fixes a targeting problem.
Is Amazon PPC worth it if I already run Google and Meta?
Usually, because the intent is different rather than duplicated — someone searching on Amazon has a card out. What it is not is a channel you can leave on autopilot; it needs the same attention as the others or it quietly funds your competitors’ brand terms.

Let’s Talk

Book a free 30 minute call. I will tell you what I would do with your accounts, whether or not you hire me.

Book a Discovery Call

30-minute strategy session

Prefer to Reach Out Directly?

Happy to talk it through over email or a quick call. I usually reply within a few hours on weekdays.

Who You Talk To

Me, Every Time

What to Expect

  • 30 minutes with me, not a salesperson
  • What I would change in your account first
  • No pitch deck, no obligation