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The Amazon PPC Campaign Structure Blind Spot That Kills ROAS
Description
Episode 90 of Performance Marketing with Fexingo digs into a pervasive Amazon PPC blind spot: campaign structure. Lucas and Luna break down why most sellers organize campaigns by product category or ASIN, unknowingly cannibalizing their own ROAS. Using a concrete example of a power tool brand that restructured from 'Drills,' 'Saws,' 'Accessories' into 'High-Margin New-to-Brand' and 'Defend Core Best Sellers,' they show how simply re-grouping keywords and adjusting budgets by strategic intent — not product type — lifted blended ROAS from 2.8x to 4.2x in eight weeks. The hosts walk through the three-pillar structure (conquest, defense, harvest) and the common mistakes that keep sellers trapped in flat, category-based campaigns. They also touch on how this blind spot compounds with the 'Duplicate Keyword' and 'Placement Premium' issues covered in earlier episodes. If you manage Amazon PPC, this episode shifts how you think about the container, not just the ad.