Services
Amazon ads
Amazon ads are a flywheel. Paid traffic drives sales velocity. Sales velocity drives organic rank. Grade the account on total units, or you'll cut the thing that's feeding the rank.
Book a callFour campaigns. One job each.
At Pattern I was Head of Advertising. Four campaigns. Conquest, Awareness, Brand, Non-Brand. I call that structure CABN. Each campaign has one job, so the budget argument stays clean. The write-up is Ads that feed organic rank.
Search on Amazon still wants a core of proven keywords and a smaller set that's allowed to find new queries.
Judge the ads on total units.
Ozlo on Amazon
We owned about 50% of the Amazon sleep-headphone category... and our off-Amazon ads grew the whole category, not just our share.
Rocky Shah, our CEO, has the rest of the commercial numbers on the results page. $20M+ revenue, 80K+ units, a $50M run rate, and sales that 10x'd in under 90 days after launch.
Launching something new? Read how I run crowdfunding launches first.
Put the brand where the eyes already go.
Questions
How do ads affect organic rank?
Paid traffic drives sales velocity. Sales velocity feeds organic rank. Judge the ads on total units, paid plus organic.
What are the four campaigns?
Conquest, Awareness, Brand, Non-Brand. A campaign structure I built at Pattern so each campaign has one job.
What should we judge the ads on?
Total units. A sponsored-only ROAS will talk you into cutting the thing that's feeding the rank.