Amazon PPC Agency for Ads That Pay Off
An Amazon PPC agency plans, builds and manages a brand's paid advertising on Amazon: Sponsored Products, Sponsored Brands, Sponsored Display and, where the budget fits, Amazon DSP. The goal is not as much ad revenue as possible, but more total revenue at an ad cost that fits your margin. That is why we steer by TACoS, not by ACoS alone.
As an Amazon Ads Partner based in Bielefeld, we run performance marketing for consumer brands on Amazon DE, UK, FR, IT, ES, NL and BE. Every week we review bids, budgets, placements and search terms per product line and record every change together with its impact. In the weekly reporting you see total revenue and net TACoS per product line, the numbers you measure us by.
We review campaign structure, wasted spend and ACoS levers in your account and get back to you with a concrete assessment.
Which Ad Types We Manage for You
Sponsored Products (SP)
Sponsored Products promote individual items in search results and on product pages, paid per click. We build them per product line, and every campaign has a fixed role. Because Amazon only serves Sponsored Products for the offer that holds the Buy Box, every active SKU of a line goes into every campaign, including the FBA and FBM offer of the same ASIN. That keeps a campaign visible when one offer drops out.
- Exact: proven search terms with bids based on the product line's target
- Broad and auto: find new search terms and move the winners to exact
- Product targeting: go after competitor ASINs and protect your own brand
Our standard setup also includes a low-bid catch-all campaign that contains every active item. It captures inexpensive long-tail traffic and delivers search terms even for products without their own campaign, so no new item drops out of advertising.
Sponsored Brands (SB)
Sponsored Brands show your logo, a headline and several products or a video in a prominent spot in the search results; for sellers, Amazon Brand Registry is required. We run them on search terms that already sell in Sponsored Products and set their bids based on SB's own cost rather than on SP results. We review their delivery on product pages separately every week.
- Product collection: hero items of a product family on proven search terms
- Brand defense: cover your own brand terms with your Brand Store as the landing page
- Video: one product in motion, as soon as suitable videos are available
Sponsored Display (SD)
Sponsored Display reaches shoppers beyond the search results: on product pages, through remarketing and, depending on the campaign, outside of Amazon as well. We mainly use it to defend your own product pages against competitors and to win back shoppers who viewed a product but did not buy. As long as the goal is TACoS, we choose cost per click instead of paying for impressions and steer bids by SD's own cost.
- Defense: place your own ads on your own product pages
- Remarketing: re-engage viewers, and past buyers for consumables
- Competitor ASINs: only with a price or USP advantage and a separate ACoS target
Amazon DSP
Amazon DSP is Amazon's platform for programmatic display and video advertising on Amazon itself, on Fire TV, Twitch and IMDb, and on partner sites across the web. Unlike Sponsored Ads, you buy audiences here instead of search terms, for example in-market shoppers in a category or visitors of your product pages. We only plan DSP with a clear goal, such as new-to-brand share or remarketing sequences, and evaluate it separately from Sponsored Ads.
How We Take Over and Manage Your Ad Account
Audit and Root-Cause Analysis
We start with an audit of your ad account: campaign structure, keyword coverage, budget split by campaign type and SKU, wasted spend, search terms and placements. In parallel we check stock, price, Buy Box and reviews, because a rising ACoS is often caused there rather than by the bid. The result is a list of levers, ranked by their impact on revenue and cost.
Targets per Product Line
For each product line we set one target for the ACoS of its campaigns and one for the TACoS of the whole business. We calculate both net, meaning on revenue excluding VAT, so they match your margin. The maximum bid per search term follows from price, conversion rate and target ACoS. A new product in its launch phase deliberately gets a different target than an established bestseller.
Build and Takeover
We build the structure from scratch or reorganize the existing account without switching off campaigns that carry valuable history. Search terms that get their own exact campaign are excluded from auto and broad, so the traffic lands where the bid is right. We set negative keywords based on product relevance and check them against several months of search term history, not after one weak week.
Weekly Management
Every week we review bids, daily budgets and all placement modifiers: top of search, rest of search, product pages and Amazon Business. We only change something once enough clicks have come in. If a campaign runs at its budget limit, a lower bid barely reduces spend, so the daily budget is the lever. We throttle loss-makers through bid and budget instead of pausing them.
Reporting and Impact Review
Every week you receive a report with total revenue, ACoS and net TACoS per product line, plus findings with actions and the decisions that are yours to make. Every change goes into the change log, and we review its impact the following week. Because Amazon attributes sales to ads with a delay, we only evaluate the most recent days once the numbers have caught up.
What our weekly reporting looks like
A complete sample sheet with a fictional brand, built like our client sheets: 13 tabs, every metric is a traceable formula. The sheet is in German.
- Total revenue and net TACoS, not just ad metrics
- Findings with actions and exactly one decision for you
- Change log: every adjustment with measured impact
Free, the link appears right after you enter your email.
How You Measure Our Work
You measure us by total revenue and net TACoS, not by ad metrics alone. We manage more than EUR 5M in retail media budget by these rules.
| Metric | What Changes |
|---|---|
| ACoS | steered per product line against its own target, not as one number for the whole account |
| Net TACoS | target and actual per line every week, calculated excluding VAT |
| Wasted Spend | terms without product relevance excluded, budget shifted to terms that sell |
| Organic Visibility | measured via Search Query Performance: your share of clicks and purchases per search term |
| Coverage | checked every week that each advertisable item runs in a campaign |
Why The Marketplace Guys?
What Amazon PPC Management Costs
PPC Management
Sponsored Products, Brands and Display: setup, weekly management and reporting based on net TACoS.
- Audit and rebuild of the campaign structure
- Weekly management of bids and budgets
- Negative keywords checked against history
- Weekly reporting with change log
- Direct Slack channel
Full-Service Growth Partner
PPC plus listing optimization, content, strategy and day-to-day account management, steered through one shared reporting.
- Everything in PPC Management
- Listing and SEO optimization
- A+ Content and Brand Store
- Day-to-day account management
- Quarterly strategy review
Custom quotes based on account size, marketplaces and goals. Fixed management fee, no share of ad spend.
Frequently Asked Questions About Amazon PPC
Ready for Profitable Growth?
We review your account for free and show you concrete levers for profitable growth. Or book an intro call with Alex directly.