We use a structured campaign architecture where every campaign has a defined role, whether awareness, defense, conquest or rank, each with its own placement modifier, bid strategy, and ACoS ceiling. Budget doesn’t pool across goals. Performance is readable at the campaign level without digging through ad group data to understand what’s happening.
SP, SB, SD, DSP - mix matched to margin
Proprietary campaign architecture
Child ASIN matched to correct keyword intent
Negative targeting to eliminate irrelevant spend
Every campaign has a role. No campaign runs blind.
Performance Diagnosis
When CTR or CVR falls behind, we pull the SERP from the time it happened. We look at who else was on the page, what their offer looked like, and why the shopper may have clicked elsewhere. The fix starts with that answer.
Ad blockers checked first: Buybox, suppression, Indexing
Impression share and lost impression data reviewed
Organic rank tracked alongside paid rank per keyword
Pricing competitiveness reviewed alongside ad metrics
Listing content reviewed before spend scales on ASINs
If you only look at ACoS, you only see part of the problem.
Reporting
TACoS, total ad spend as a percentage of total revenue rather than only ad-attributed sales, is the metric that tells you what advertising actually costs the business. We optimize to it because it’s the number that shows up in the P&L.
Weekly: ACoS, TACoS, CVR, CTR by ASIN
Placement performance: top of search vs. rest of search
Organic rank movement by keyword flagged if relevant
Monthly: ad spend against COGS, contribution margin
Next-period action plan on every report
TACoS is the honest number. That's what we optimize to.
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