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The ROAS Leak in Your Amazon PPC Sponsored Brands Campaign
Description
Episode 34 of Performance Marketing with Fexingo. Lucas and Luna uncover a hidden ROAS drain in Amazon PPC Sponsored Brands campaigns. They walk through a specific case: a kitchen-gadget brand spending $120,000 a month on Sponsored Brands, only to find 31% of that budget was going to existing customers — thanks to Amazon's default 'any audience' setting. They explain how to audit the 'new-to-brand' metric by campaign, set up a negative audience of past purchasers, and restructure ad groups to exclude brand-term cannibalization. The episode also covers why dayparting for Sponsored Brands is different from Sponsored Products, and when a 'conquesting' strategy actually works. Practical, data-heavy, and directly actionable for any Amazon seller running PPC.