Amazon Advertising·13 min read
Should you spend more or less on every Amazon product you sell?
ROAS cannot tell a dollar that wins a new customer from a dollar that just reaches a returning one. A playbook that can, run across your whole catalog: cross the spend curve (is this customer worth acquiring) with new-to-brand rates (is this keyword actually acquiring anyone), price each keyword by cost per new customer on one index, then open a discovery loop for the terms you don't bid on yet. Shown on one anonymized brand, all indexed.
Shinghi Detlefsen·
