Notes on marketplace advertising.
Written from building the tools — the frameworks behind our budget planner, the traps we hit parsing thirty-five report shapes, and the arithmetic the calculators run. No benchmarks borrowed from someone else's account.
Popular articles
The ones we would hand a seller first. Picked by us rather than ranked by traffic — we do not track what you read.
- AdvertisingPopular
Where Amazon Ad Spend Actually Goes
Every advertising account has spend that produced nothing, and it never spreads evenly. It collects in a few dozen search terms, and underneath those, in one or two words nobody ever searched for on their own.
6 minMSK TeamRead full article - ProfitPopular
ACOS Is Not a Verdict
Every published ACOS benchmark is describing somebody else's cost structure. The number that actually decides whether an advertised sale earned anything is one you already have, and it has a name most sellers have never connected to advertising.
6 minMSK TeamRead full article - ReportsPopular
Reports That Look Right and Are Wrong
The dangerous marketplace report is not the one that fails to open. It is the one that opens cleanly, renders a plausible dashboard, and answers your question wrongly — with nothing anywhere to tell you.
7 minMSK TeamRead full article
All articles
6 posts.
- Advertising
One Account, Eight Jobs
A campaign asked to do two jobs at once cannot be optimised for either. Here is the eight-job framework our budget planner is built on, what happens when they get mixed, and how to find out which of your campaigns is quietly doing three of them.
8 minMSK TeamRead more - Advertising
Where Amazon Ad Spend Actually Goes
Every advertising account has spend that produced nothing, and it never spreads evenly. It collects in a few dozen search terms, and underneath those, in one or two words nobody ever searched for on their own.
6 minMSK TeamRead more - Profit
ACOS Is Not a Verdict
Every published ACOS benchmark is describing somebody else's cost structure. The number that actually decides whether an advertised sale earned anything is one you already have, and it has a name most sellers have never connected to advertising.
6 minMSK TeamRead more - Advertising
The Weekly Amazon PPC Routine
Most advertising accounts are not badly managed. They are inconsistently managed — reviewed thoroughly in month one, glanced at in month four. Here is a routine that survives a busy week, with the thresholds that make each decision automatic.
8 minMSK TeamRead more - Advertising
Before You Spend Anything on Ads
Advertising does not create demand. It buys visits to a page that either converts them or does not. Spend before the page is ready and you are paying to show people something that cannot persuade them.
7 minMSK TeamRead more - Reports
Reports That Look Right and Are Wrong
The dangerous marketplace report is not the one that fails to open. It is the one that opens cleanly, renders a plausible dashboard, and answers your question wrongly — with nothing anywhere to tell you.
7 minMSK TeamRead more