Effective Amazon Advertising
Effective Amazon Advertising
Sponsored Products, Sponsored Brands and Sponsored Display structured, managed and reported against commercial targets agreed in advance.
Amazon Solution Provider category: Advertising Optimization
What this service is
We manage Amazon advertising against commercial targets agreed with the client. That covers account structure, keyword and product targeting research, bid and budget management, negative targeting, creative for Sponsored Brands, and the reporting that connects advertising spend to sales and margin.
Most advertising accounts we take on have a structure problem before they have a bidding problem. Campaigns accumulate over time, targeting overlaps between them, and spend concentrates in placements nobody chose deliberately. We restructure first, so that reporting is interpretable, then optimise within that structure.
Our approach combines automated bid and placement adjustment with human campaign strategy. Automation handles the frequency of bid changes that manual management cannot match; our team sets the structure, the targeting strategy and the commercial targets those adjustments work toward. Neither part is useful without the other.
We report advertising cost of sale and total advertising cost of sale together, because advertising that improves one while degrading the other is rarely what a brand wants. Targets are agreed in advance and reviewed as inventory position, seasonality and competitive conditions change.
Core offerings
What is included
Account structure and restructure
Designing campaign, ad group and targeting architecture so spend is attributable and reporting is interpretable, then migrating existing campaigns into it with spend controlled through the transition.
Keyword and product targeting research
Search term research, competitor ASIN targeting, category targeting and audience selection appropriate to the product and its stage in the catalogue.
Bid, budget and placement management
Ongoing bid adjustment, placement modifiers, budget allocation across campaigns and dayparting, with automation handling frequency and the team setting strategy.
Negative targeting and waste removal
Systematic search term review and negative keyword and ASIN application, to remove spend against terms that do not convert.
Sponsored Brands creative
Headlines, custom imagery and video assets for Sponsored Brands placements, produced to Amazon's advertising specifications and policies.
Product launch advertising
Advertising plans for new products, including the ramp period where conversion history is limited and targeting has to compensate.
Advertising reporting
Reporting on spend, sales, advertising cost of sale, total advertising cost of sale, share of voice and placement performance, with written commentary on what changed and why.
Benefits
What this gives you
- Campaign structure that makes spend attributable, so reporting supports decisions rather than only describing outcomes
- Wasted spend identified and removed through systematic negative targeting rather than periodic clear-outs
- Advertising assessed alongside total sales and margin, not in isolation from organic performance
- Agreed targets with a stated review cycle, rather than optimisation toward an unstated goal
- Bid and budget changes recorded with their reason, so performance movement can be traced to a decision
Expertise
How the work is done
We work across Sponsored Products, Sponsored Brands and Sponsored Display, and manage the interaction between them rather than treating each as a separate account.
Reporting combines advertising data with sales and inventory data, so advertising decisions account for stock cover and margin rather than advertising metrics alone.
Automated bid and placement adjustment runs against targets our team sets and reviews, so the frequency of automation is combined with human judgement about structure and strategy.
Every bid, budget and targeting change is recorded with the reason for it, which is what makes performance movement diagnosable rather than a matter of opinion.
Process
How an engagement runs
Advertising audit
Review of current structure, spend distribution, search term performance and wasted spend, with written findings ordered by commercial impact.
Target setting
Commercial targets agreed with the client, including the balance between efficiency and growth and the acceptable range for advertising cost of sale.
Restructure and launch
Campaign architecture rebuilt where needed, then campaigns launched or migrated with spend controlled during the transition.
Ongoing optimisation
Regular bid, budget and targeting management against agreed targets, with a scheduled reporting cycle and quarterly target review.
Data access
Selling Partner API roles used by this service
Where this service needs access to a client’s Amazon account data, that access is granted by the selling partner and limited to the roles below. Each is used for the stated purpose and nothing else.
| Role | Why this service needs it |
|---|---|
| Selling Partner Insights | To combine advertising performance with total sales and traffic data, so advertising is assessed against overall account performance rather than in isolation. |
| Inventory and Order Tracking | To align advertising spend with stock cover, so budget is not spent driving demand against inventory that cannot fulfil it. |
| Brand Analytics | To read search query performance and share of voice against the category, which informs targeting priorities and measures the effect of spend on organic position. |
A selling partner can withdraw this authorisation at any time through Amazon. See our data protection page for how the data is stored, used and deleted.
Training and monitoring
Or we train your team and monitor their work
Where a brand wants to run advertising in-house, we train their team to do it and then monitor the account rather than managing it.
Sessions are delivered against the client's own campaigns, so the team works on real structure and real search term data rather than generic examples.
Campaign structure training
How to design campaign and ad group architecture so spend stays attributable as the account grows.
Bid and targeting management training
Targeting types, bid strategies, placement modifiers, negative targeting and search term review.
Advertising reporting training
Which reports answer which questions, how to read advertising cost of sale against total advertising cost of sale, and how to build a recurring reporting cycle.
Ongoing account monitoring
Scheduled review of the in-house team's account against agreed targets, with written findings and recommended corrections.
Pricing
What this costs
Charged as a monthly management fee, scoped to managed spend and campaign complexity. Audits and training programmes are quoted as fixed-price projects.
We price on a quote basis because fees depend on catalogue size, marketplace count and the volume of work involved. There is no charge for the scoping call or the written proposal that follows it.
Talk to us about effective amazon advertising
Tell us what you are dealing with and we will tell you what we would do about it.