Episode Details
Back to Episodes
Why Your Amazon PPC Top of Search ROAS Is a Mirage
Season 1
Episode 42
Published 1 month ago
Description
Lucas and Luna unpack a dangerous illusion in Amazon PPC: the Top of Search placement premium. Many advertisers see a high ROAS on first-page placements and pour more budget there, but they're missing the hidden cannibalization of organic sales and the inflated contribution from brand defenders. Lucas walks through a real campaign where a pet-supply brand saw a 4.5x ROAS on Top of Search, yet total account profitability barely budged when they doubled down. They break down the math of incremental ROAS, the bias in Amazon's attribution model, and a practical fix: splitting campaigns by placement and measuring blended ACOS. No abstract theory—just the numbers that matter for mid-market sellers.