Data-driven Amazon advertising that maximises revenue while minimising wasted spend
Amazon Advertising Formats: Sponsored Products, Brands, Display, and DSP
Amazon offers four primary advertising formats. Sponsored Products are keyword-targeted cost-per-click ads that appear in search results and product detail pages — they are the foundation of any Amazon advertising strategy and the format with the most direct and measurable connection to sales. Sponsored Brands are brand-awareness banner ads that appear at the top of search results, featuring your brand logo, custom headline, and up to three products. Sponsored Display is an audience and product-targeting format that allows retargeting of buyers who have viewed your products and conquesting of competitor product pages. Amazon DSP is a programmatic display advertising platform that operates both on and off Amazon, reaching buyers across Amazon's owned properties and thousands of third-party websites using Amazon's first-party purchase intent data. MultiMarket Growth manages all four formats as a unified advertising system with coordinated budget allocation.
Key Benefits & Methodology
Amazon Campaign Architecture and Structure Engineering
The foundation of effective Amazon PPC is campaign architecture — how your campaigns, ad groups, keywords, and match types are organised. Poor architecture makes optimisation impossible and wastes budget through match type overlap, keyword cannibalisation, and reporting opacity. We build clean, logical campaign structures that are fully optimised from launch and designed to scale efficiently as your catalog and budget grow.
- Separate Sponsored Products campaigns by match type — exact, phrase, and broad
- Product targeting campaigns for competitor ASIN and category conquesting
- Brand defense campaigns protecting your brand terms from competitor bidding
- Automatic campaign structure for search term discovery and harvest
- Ad group organisation by product subcategory and keyword theme
- Campaign budget allocation framework aligned with margin and velocity by ASIN
- Portfolio structure for category-level budget caps and reporting
- Sponsored Brands campaign structure for brand awareness and new customer acquisition
- Sponsored Display campaign structure for retargeting and competitor conquesting
- Naming convention standards for campaign identification and reporting
- Campaign scaling pathway design from launch to mature campaign optimisation
- Cross-campaign negative keyword list coordination to prevent internal competition
Keyword Research, Bid Strategy, and Continuous Optimisation
Amazon PPC keyword strategy requires continuous, data-driven decision-making across thousands of individual keyword bids. We apply systematic bid management logic that adjusts every keyword bid based on its conversion rate, ACoS contribution, search volume trend, and competitive pressure — ensuring your budget consistently flows to the keywords generating the best return while cutting spend on underperformers before they drain your budget.
- Initial keyword discovery using search term report mining and competitor analysis
- Keyword-level ACoS target setting based on product margin and business objectives
- Bid calculation framework using target ACoS, conversion rate, and average order value
- Dynamic bid adjustment strategy — bid up for high converters, bid down for high spend
- New keyword harvesting from automatic campaigns on weekly cycle
- Keyword promotion from broad match discovery to exact match scaling
- Daypart bid adjustment for peak purchase hours in target buyer markets
- Seasonal bid multiplier strategy for Q4, Prime Day, and Black Friday
- Competitive keyword monitoring and defensive bid strategy
- Long-tail keyword investment strategy for lower competition high-conversion targets
- Branded keyword strategy — defence of brand terms and brand halo measurement
- Weekly search term report analysis and negative keyword extraction
Negative Keyword Management and Spend Efficiency Engineering
Negative keywords are arguably the most impactful element of Amazon PPC management for reducing wasted spend. Without systematic negative keyword management, broad match and auto campaigns continuously show your ads to buyers searching for irrelevant products and categories. We build and continuously expand negative keyword lists that prevent budget waste while maintaining maximum coverage of genuinely relevant buyer searches.
- Comprehensive initial negative keyword seed list by product category
- Weekly search term report negative keyword extraction and implementation
- Exact and phrase match negative keyword coordination to prevent over-blocking
- Competitor brand name negative strategy evaluation and implementation
- Category irrelevant query identification and negative implementation
- Price-point mismatch query identification for premium product protection
- Negative keyword sharing across campaign types for consistent waste prevention
- Negative keyword list documentation and version control
- Negative keyword impact measurement and ACoS improvement attribution
- Negative keyword review cycle to prevent over-restriction of valuable searches
Sponsored Brands and Video Advertising Management
Sponsored Brands campaigns operate at the top of Amazon search results and represent the most visible brand awareness placement on the platform. Sponsored Brands Video is one of the highest-performing ad formats on Amazon, delivering click-through rates significantly higher than standard Sponsored Products ads. We manage your complete Sponsored Brands strategy including creative coordination, custom landing page setup, and video ad production briefing.
- Sponsored Brands campaign structure across keyword, category, and product targeting
- Custom headline writing for maximum click-through rate by keyword theme
- Brand Store page selection and custom landing page creation for campaign destinations
- Sponsored Brands Video creative brief development and production coordination
- Video ad performance monitoring — view-through rate, click-through rate, and sales
- Sponsored Brands headline A/B testing for continuous improvement
- New-to-brand metric tracking for customer acquisition measurement
- Sponsored Brands placement optimisation — top of search versus rest of search
- Competitor search term targeting for market share conquest
- Sponsored Brands budget management separate from Sponsored Products
- Seasonal Sponsored Brands creative update planning
Sponsored Display and Retargeting Campaign Management
Sponsored Display extends your Amazon advertising presence beyond keyword-triggered search placements to audience-based and product-based targeting. We use Sponsored Display for retargeting buyers who viewed your products without purchasing, for defending your product detail pages from competitor ads, and for conquesting competitor product pages to capture buyers evaluating alternatives to your products.
- Views retargeting campaign setup for product page visitors who did not convert
- Purchases retargeting for repeat purchase and cross-sell campaigns
- Competitor ASIN product targeting for conquest advertising
- Category targeting for broad audience awareness in relevant product segments
- Lifestyle and in-market audience targeting for consideration stage buyers
- Sponsored Display bid strategy — optimise for reach, page visits, or conversions
- Creative customisation with brand logo and custom headline for display ads
- Sponsored Display placement monitoring — product pages versus external sites
- Budget management independent of search advertising for funnel balance
- Performance measurement using Amazon's attribution metrics for display
Amazon DSP Programmatic Advertising Management
Amazon DSP is the most powerful but most complex Amazon advertising format — a programmatic display platform that uses Amazon's first-party purchase intent data to reach buyers across Amazon properties and thousands of premium third-party websites. We manage DSP campaigns for brands with sufficient scale, using Amazon's unique audience data to reach buyers based on their actual Amazon shopping behaviour rather than inferred browser signals.
- DSP campaign strategy development aligned with brand awareness and retargeting objectives
- Amazon first-party audience segmentation — in-market, lifestyle, and lookalike audiences
- Amazon retargeting audience setup using product page viewer and cart abandoner data
- Competitor audience targeting using Amazon's category purchase behaviour data
- Creative strategy and display ad design coordination for DSP placements
- DSP supply path optimisation for premium placement at efficient CPM rates
- DSP to organic attribution modelling for total revenue impact measurement
- Streaming TV and online video DSP campaign management
- DSP audience overlap analysis with Sponsored Display for unified retargeting
- Monthly DSP performance reporting with frequency, reach, and ROAS metrics
- DSP budget recommendation and minimum spend threshold advisory
Case Study
How a UK Supplement Brand Reduced ACoS by 41% While Growing Revenue by 73%
A UK health supplement brand was spending £18,000 monthly on Amazon advertising at a 58 percent blended ACoS — well above their 35 percent margin. MultiMarket Growth rebuilt the complete campaign architecture from scratch, implemented systematic negative keyword management, eliminated £6,200 in monthly wasted spend, and restructured budget toward high-converting exact match terms. Within four months ACoS dropped to 34 percent while total advertising revenue grew by 73 percent.
- Blended ACoS
- 58%34%
- Monthly Wasted Spend
- £6,200£890
- Advertising Revenue
- Baseline+73%
- Total Revenue Growth
- Baseline+51%
Frequent Inquiries
What is Amazon ACoS and what is a good target ACoS?
ACoS stands for Advertising Cost of Sale and is calculated as advertising spend divided by advertising revenue, expressed as a percentage. A 20 percent ACoS means you spent twenty pounds to generate one hundred pounds in advertising-attributed sales. What constitutes a good ACoS depends entirely on your product's profit margin. The general principle is that your ACoS should be below your profit margin percentage to ensure advertising is profitable. A product with a 40 percent profit margin can sustain a 35 percent ACoS and still be profitable from advertising. MultiMarket Growth sets ASIN-specific ACoS targets based on each product's actual margin rather than applying a generic platform average.
What is the difference between ACoS and ROAS on Amazon?
ACoS and ROAS measure the same relationship between advertising spend and revenue but from opposite perspectives. ACoS is spend divided by revenue — a lower number is better. ROAS is revenue divided by spend — a higher number is better. A 20 percent ACoS is equivalent to a 5x ROAS. Amazon Advertising Console reports both metrics. MultiMarket Growth uses both depending on which is more intuitive for individual client communication — ACoS for cost-efficiency discussions and ROAS for revenue-return discussions.
How much advertising budget does MultiMarket Growth recommend for Amazon?
Amazon advertising budget recommendations depend on your product category, number of ASINs, competitive landscape, and revenue objectives. As a general guideline for UK brands, establishing meaningful visibility typically requires a minimum of £1,500 to £3,000 per month for a focused product range in a moderately competitive category. Highly competitive categories like supplements, electronics accessories, or home products may require £5,000 to £15,000 monthly to achieve significant market share. MultiMarket Growth conducts a competitive cost analysis for your specific categories before recommending a budget and always starts with efficiency optimisation before recommending spend increases.
Does Amazon PPC management include Amazon DSP?
Standard Amazon PPC management includes Sponsored Products, Sponsored Brands, and Sponsored Display campaign management. Amazon DSP is a separate programmatic advertising platform with different minimum spend requirements and campaign mechanics. MultiMarket Growth offers DSP management as a separate service line for brands with sufficient scale — typically brands spending £10,000 or more monthly on Sponsored Ads who want to extend their reach into programmatic display and video advertising using Amazon's first-party audience data.
How does Amazon PPC affect organic rankings?
Amazon PPC advertising has a direct and important relationship with organic ranking through what is known as the advertising-to-organic flywheel. When your Sponsored Products ads generate sales for a keyword, those sales velocity signals register in Amazon's A10 algorithm as evidence of buyer demand relevance for that keyword — which improves your organic ranking for the same keyword. This means a well-managed PPC strategy accelerates organic rank improvement over time. Conversely, stopping PPC advertising abruptly for an ASIN that relies heavily on advertising-driven sales velocity can cause organic rank decline. MultiMarket Growth manages your PPC strategy with this flywheel relationship explicitly in mind.
Can MultiMarket Growth manage Amazon advertising for brands using Vendor Central?
Yes. MultiMarket Growth manages advertising for both Amazon Seller Central and Vendor Central brands. Vendor Central advertising management involves some differences — particularly around the use of Amazon Marketing Services tools, vendor-specific targeting options, and the integration of advertising strategy with Amazon's first-party ordering patterns. Our team has experience managing advertising for both business models and can advise on the advertising implications of transitioning between Seller Central and Vendor Central if that is relevant to your business.
Deployment Chain
- 01
Amazon PPC Account Audit and Waste Analysis
We conduct a comprehensive audit of your existing Amazon advertising account covering campaign structure, keyword coverage, match type distribution, negative keyword gaps, ACoS by campaign and ASIN, budget distribution, search term report analysis for wasted spend, and competitor advertising activity assessment.
- 02
Campaign Architecture Design and Keyword Strategy
We design your complete campaign architecture from scratch or rebuild your existing structure. We build your keyword strategy using search term report data, competitor research, and Brand Analytics, and create your initial negative keyword seed lists.
- 03
Campaign Build, Launch, and Initial Optimisation
We build all campaigns in Amazon Advertising Console, set initial bids using our target ACoS calculation framework, launch with monitoring parameters, and make rapid daily adjustments in the first two weeks to establish performance baselines.
- 04
Sponsored Brands and Display Campaign Activation
After the Sponsored Products foundation is established and performing, we layer in Sponsored Brands for awareness and Sponsored Display for retargeting and conquest, completing your full-funnel Amazon advertising presence.
- 05
Continuous Daily Management and Weekly Optimisation
Our team monitors your campaigns daily for budget pacing, spend anomalies, and performance shifts. Weekly we conduct full search term report analysis, keyword bid adjustments, negative keyword additions, and budget reallocation across campaigns.
- 06
Monthly Performance Reporting and Strategy Review
Monthly reports cover total advertising spend, revenue, ACoS and ROAS by campaign and ASIN, new-to-brand metrics, keyword rank changes correlated with advertising, and a forward strategy document for the coming month.
Learn how MultiMarket Growth provides expert capabilities to scale commerce brands globally. This sub-service maps to keywords including Amazon PPC management agency UK.