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Your Amazon PPC Negative Brand Targeting Blind Spot That Kills ROAS
Description
Episode 73 of Performance Marketing with Fexingo exposes a costly mistake in Amazon PPC: failing to negative-target competing brands that siphon your ad spend. Lucas and Luna break down a real case—a premium coffee brand that saw 18% of its Sponsored Brands budget wasted on searches for 'Starbucks' and 'Peet's'—and explain how to set up brand-level negatives in your campaigns without accidentally blocking relevant category terms. They walk through the exact steps: pulling search term reports, identifying brand queries by pattern (e.g., 'Nike' vs. 'nike running shoes'), and applying negatives at the campaign level versus portfolio level. They also cover the nuance of brand hijack scenarios and how to avoid over-negativing when your product is a direct competitor. By the end, you'll know how to protect your ROAS from brand bleed—a blind spot most sellers overlook until their ACOS spikes.