PPC Strategy
Practical ad strategy. Zero fluff, we build what works.
Not every product belongs on both platforms during the summer sale season. Here's a category-by-category breakdown of where to concentrate your deal strategy — and why the platforms attract different buyers.
Bidding during Prime Day requires a completely different playbook depending on whether your product has a deal badge. Here's how to manage the lead-up, event day, and the hours in between for both scenarios.
Amazon DSP gives you access to both Amazon's behavioral segments and your own first-party audience lists. Here's how they work differently — and when to use each.
Sponsored Brands Video has some of the lowest competition and highest click-through rates of any Amazon ad format. Here's how to use it correctly.
Keyword strategy is four jobs, not one. Here's how each phase works — and how Pacvue and Skai automate the parts no human can keep up with manually.
Performance Max promises full-funnel reach from one campaign. What it doesn't advertise is what you lose in control, visibility, and strategic leverage.
MCP lets Claude read your Amazon Ads account directly — no more copy-pasting search term reports into chat windows. Here's the exact setup and the use cases that pay off immediately.
MCP connects Claude directly to your Google Ads account — no CSV exports, no tab-switching, no copy-paste. Here's the setup guide and the five use cases that immediately change how you work.
ACoS measures ad efficiency. TACoS measures advertising impact on your total business. Here's when each metric is the right one to manage — and when optimizing ACoS is actively hurting you.
CPC search and CPM display measure return in completely different ways. If you don't know which attribution model is running, you don't know your real ROAS — and your budget decisions are built on a flawed comparison.
When you need revenue now, redirecting category search budget to display is not a strategy — it's a hope. Here's why lower funnel non-brand search does the heavy lifting, and why that's not the same as pouring money into brand terms.
ATC without purchase is one of the highest-intent signals available in Amazon Marketing Cloud. Here is how to deploy it correctly across DSP and Sponsored Ads — and the negation logic most advertisers skip.
Quality Score affects your CPCs, your ad rank, and ultimately your cost per conversion. Here's what actually drives it — and the common fixes that don't work.
Prime Day performance is decided weeks before the event. Here's the preparation checklist — inventory positioning, keyword rank building, velocity strategy, and content readiness — that separates winners from wishful thinkers.
When DSP impressions climb but revenue does not follow, the problem is not performance. A regression-based framework for connecting display spend to real revenue.
The search term report is the most misread report in Google Ads. Here's what it's actually telling you — and what it's hiding.
Broad, phrase, and exact match on Amazon work differently than Google. Here's the breakdown — and the campaign structure that actually works.
