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Amazon PPC
Amazon Marketplace Advertising
Marketplace advertising managed around search intent, keyword economics and profitability — where ACoS control matters more than impression share.
Challenge
- Marketplace spend concentrated in broad, low-intent search terms.
- Ad spend competing with, rather than supporting, product margin.
Strategy
- Map search intent across brand, category, competitor and long-tail terms.
- Split campaigns by intent tier so bids reflect conversion probability.
- Manage to profitability — target ACoS derived from product margin.
Execution
- Campaign structure separating automatic discovery from manual harvest campaigns.
- Keyword research and continuous search-term harvesting.
- Negative keyword sculpting to remove wasted, non-converting queries.
- Bid optimisation by placement and keyword performance.
- ACoS and ROAS monitoring against marketplace profitability thresholds.
Results
What it produced.
Client-specific marketplace performance figures are not published here. This case study documents methodology only.
Key takeaway
On marketplaces, profitability is the metric — not impressions.
Next step
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