Performance Marketing with Fexingo: Paid Ads, ROAS, and Direct Response Conversations

Episode 63 of Performance Marketing with Fexingo tackles a common yet costly Amazon PPC mistake: lumping all matching search terms into a single campaign. Lucas and Luna walk through a real case study of a kitchen gadget seller who saw blended ROAS of 3.5x but discovered that their exact-match branded terms drove 8x ROAS while broad-match competitor terms barely broke even at 1.2x. By isolating search terms into separate campaigns by match type and performance tier, the seller lifted overall ROAS to 5.1x without increasing total spend. The episode explains the campaign structure shift, how to set up the isolation...

Episode 62 of Performance Marketing with Fexingo tackles a ROAS drain that flies under the radar: search term clustering. Lucas and Luna break down how Amazon's algorithm rewards tightly themed ad groups, why lumping similar-but-not-identical terms into one campaign wastes spend, and how to restructure. They walk through a real example—a seller with 150 terms for 'leather notebook' and 'leather journal'—and show how splitting by purchase intent lifted ROAS by 18 percent in six weeks. Specific, actionable, no fluff.

#AmazonPPC #SearchTermClustering #ROAS #PaidAds #PerformanceMarketing #AmazonAdvertising #AdStructure #KeywordStrategy #IntentTargeting #AdSpendEfficiency #Ecommerce #SellerCentral #SponsoredProducts #CampaignOptimization #DataDriven #FexingoBusiness #BusinessPodcast #Marketing

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Episode 61 of Performance Marketing with Fexingo uncovers a frequently overlooked lever in Amazon PPC: search term capping limits. Lucas walks through a real case from a mid-six-figure supplement brand where unconstrained spend on a few high-volume terms led to a 40% ROAS drop. He explains how Amazon's default 'no cap' structure lets top-of-funnel terms drain budget from profitable long-tail queries. Luna challenges whether capping might kill scale, and Lucas shows exactly how to set term-level spend limits using portfolio bid adjustments and campaign-level caps. Practical takeaway: a simple spreadsheet formula to flag terms hitting diminishing returns. No fluff, just a...

Episode 60 of Performance Marketing with Fexingo digs into a specific, actionable lever for improving Amazon PPC ROAS: ad copy that matches the search query's intent. Lucas walks through a case study from a supplement brand that lifted click-through rate by 22% and conversion rate by 15% simply by rewriting headlines to mirror exact customer language from search term reports. Luna pushes back on whether this scales beyond niche products, and they discuss tools and workflows for automating intent-matched copy at scale. No fluff, just a concrete tactic you can test this week.

#AmazonPPC #AdCopy #ROAS #SearchTermReport #IntentMatching #PaidAds #PerformanceMarketing...

Episode 59 of Performance Marketing with Fexingo uncovers a hidden ROAS killer: your Amazon PPC search term impression share. Lucas and Luna explain why high-volume branded terms often have low impression share when bid too low, and how non-branded head terms can waste budget with high impression share but bad conversion rates. They walk through a real scenario—a supplements brand spending $15,000/month on branded terms with only 40% impression share—and show how reallocating bids to capture the missing 60% lifted ROAS by 22% in two weeks. The hosts also reveal why the search term impression share report in the Amazon Ads cons...

In this episode of Performance Marketing with Fexingo, Lucas and Luna dive into a hidden ROAS killer in Amazon PPC: campaign structure inefficiency. They explore how a misaligned hierarchy of campaigns and ad groups can cause budget cannibalization and inflated ACOS, using a real-world example of a kitchen gadget seller who lost 12% ROAS by mixing brand and generic terms in the same ad group. The hosts break down the optimal campaign structure—separating brand, category, and competitor campaigns—and share a simple audit method using search term reports. Lucas also reveals a counterintuitive tip: why consolidating low-volume exact-match keywords into...

Episode 57 breaks down a overlooked Amazon PPC setting that silently kills ROAS: dynamic bids down only. Lucas explains why this bid strategy turns your campaigns into a traffic-restricting machine, using a real example of a $50,000 monthly ad spend client who lost 20% ROAS overnight after switching to down only. Luna pushes back on the common rationale, and they walk through what the actual data says about bid adjustments, impression share, and conversion rates. If you run Amazon PPC and have ever checked the 'down only' box thinking it protects your budget, this episode will make you think again. Specific enough...

Episode 56 of Performance Marketing with Fexingo. Lucas and Luna uncover a hidden ROAS drain that hits sellers who use Brand Registry on Amazon. Most sellers think Brand Registry protects their listings—but the same tool can suppress your own sponsored brand ad placements, inflating your ACoS by 20 percent or more. Lucas explains how the 'brand name match' logic inside Amazon's ad engine creates a structural blind spot: your own campaigns compete against organic brand searches, and Brand Registry can actually block your ads from showing. He walks through a real example from a kitchenware brand that saw a 15 percent RO...

Episode 55 of Performance Marketing with Fexingo digs into ad fatigue on Amazon PPC—a silent ROAS killer most sellers overlook. Lucas and Luna break down how repeated exposure to the same creative drives click-through rates down and cost-per-click up, using real data from a mid-six-figure brand that saw CPCs rise 22% over 90 days. They explain the frequency ceiling, how to detect fatigue in your campaigns, and a simple creative rotation strategy that lifted their ROAS by 18% in two weeks. No fluff—just actionable tactics to keep your ads fresh and profitable.

#AmazonPPC #AdFatigue #ROAS #PaidAds #PerformanceMarketing #PPCStrategy #CreativeRotation #Ecom...

Episode 54 of Performance Marketing with Fexingo reveals a hidden ROAS killer: the bid multiplier blind spot. Most advertisers set multipliers for placement (top of search, product pages) but forget to adjust base bids accordingly, causing severe overpayment or under-delivery. Lucas and Luna break down the math using a real example—a $1 base bid with a 900% top-of-search multiplier—and explain why the actual CPC often exceeds the profitable threshold. They walk through a simple audit process to catch the blind spot, and discuss how to set proper base bids that harmonize with placement multipliers. Specific data points include how a 900% mult...

In episode 53 of Performance Marketing with Fexingo, Lucas and Luna expose a costly blind spot in Amazon Sponsored Display campaigns: the default 'audiences' targeting option that cannibalizes ROAS by serving ads to viewers who already converted. They walk through a real-world case from a supplements brand that saw a 12% ROAS lift after switching to 'views retargeting' only. Plus, they share a simple two-click fix to stop paying for post-purchase impressions. If you run Sponsored Display, this episode could save you thousands this quarter.

#AmazonPPC #SponsoredDisplay #ROAS #PerformanceMarketing #Retargeting #Ecommerce #PPCStrategy #AdWaste #AudienceTargeting #ViewsRetargeting #ConversionTracking #Marketing #Business #FexingoBusiness...

Lucas and Luna break down a subtle Amazon PPC cost that most sellers miss: the organic rank subsidy, where your own ad clicks inflate your listing's organic placement, then you pay for that same placement again via sponsored ads. Lucas walks through how one seller in the portable blender category saw their organic keyword rank jump from page 3 to page 1 after a 30-day aggressive Sponsored Product campaign — and how their blended cost per click actually dropped despite higher bids, because organic conversions filled the gap. Luna questions whether the subsidy is real or just attribution bleed, and Lucas digs in...

Episode 51 of Performance Marketing with Fexingo dives into a neglected Amazon PPC tactic: the bid staircase. Lucas explains how most sellers use a single flat bid or a top-of-search adjustment, missing the opportunity to set different bids for each ad placement tier—top of search, rest of search, and product pages. He walks through a real example from a kitchen-gadget brand that dropped ACOS from 32% to 21% by layering bids: a strong bid for top-of-search, a lower bid for rest-of-search, and a floor bid for product pages. Luna pushes back on complexity, and Lucas shows how to test it with a...

In this episode of Performance Marketing with Fexingo, Lucas and Luna dive deep into the hidden ROAS distortion caused by Amazon's default attribution window of 14 days for clicks and 7 days for views. They explain how this window mismatch inflates ROAS for products with longer consideration cycles, like furniture or electronics, while penalizing impulse buys. Using the example of a mattress brand, they show how a customer might click an ad, browse, then buy 12 days later—but the ROAS is still credited to that ad, masking the true cost of repeat exposure. They also unpack Amazon's recent experiments with a 30-d...

Lucas and Luna dive into a hidden profit leak in Amazon PPC: the bid reconciliation gap. When Amazon runs a modified bid on your behalf—due to placement multipliers, dayparting adjustments, or portfolio bid changes—the actual cost per click often diverges from what you set in the campaign manager. Lucas explains how a 15% difference between intended and charged bids can quietly erode ROAS by 200–400 basis points over a month. He walks through a case study from a mid-six-figure seller who found a 9% bid inflation on their top-of-search placements simply because Amazon's system round-robins bids across multiple adjustment layers. The ep...

Lucas and Luna explore why most advertisers' negative keyword lists on Amazon are dangerously thin. They walk through a real example: an electronics accessory seller who drained $14,000 on irrelevant traffic because they only excluded obvious terms. The hosts explain how to run a search term report with specific filters, how to identify 'false positives' that look relevant but convert at sub-5 percent, and how to build a three-tier negative keyword structure. They also discuss the psychological trap of seeing impressions as opportunity rather than cost. This episode gives you a concrete process you can apply to your own account...

In this episode, Lucas and Luna dissect Google Ads' push toward broad match keywords and the hidden ROAS erosion it causes. Lucas explains how broad match's expanded targeting inflates impression share and click-through rates while diluting conversion quality, using a specific example of a mid-market DTC brand that saw its cost per acquisition jump 40 percent after switching from phrase match. Luna challenges Lucas on whether broad match can work with enough negative keywords and smart bidding, and they walk through the exact campaign structure that protects ROAS: tight ad groups, layered negatives, and a return to phrase match for...

Lucas and Luna dive into a little-known Amazon PPC pitfall: bid stacking. When you layer a bid adjustment, a placement multiplier, and a dynamic bid strategy on the same keyword, the math doesn't always work in your favor. Lucas walks through a concrete example: a $1.00 base bid with a 50% top-of-search multiplier and a dynamic bid 'up only' setting can result in a $3.00 effective bid — and that's before considering performance-based modifiers. They discuss how brand advertisers and third-party sellers alike fall into this trap, why Amazon's own documentation is unclear on the stacking order, and a simple three-step audit to ch...

Episode 45 of Performance Marketing with Fexingo dives into a costly blind spot in Amazon PPC: nearly every seller tests keywords and bids, but almost no one systematically split-tests ad creative within Sponsored Brands and Sponsored Display. Lucas and Luna walk through a concrete example — a Bluetooth speaker brand that ran identical campaigns with two different headline images and saw a 34 percent difference in click-through rate and a 19 percent difference in ROAS. They explain how to set up a true A/B test using Amazon's own campaign structure, why most sellers accidentally bake in confounding variables, and the three metrics th...

Lucas and Luna dive into a critical but often overlooked metric in Amazon PPC: the ROAS floor. Most advertisers chase high ROAS without knowing the minimum return they need to break even or hit profit targets. Using a concrete example of a $15 product with 30% margin, Lucas explains how to calculate your personal ROAS floor based on COGS, Amazon fees, and ad spend. They discuss why a 4.0 ROAS might be amazing for one seller and terrible for another, and how failing to set a floor leads to scaling unprofitable campaigns. Luna pushes back on whether focusing on ROAS misses the...

Amazon Prime Day is coming, and most sellers are doing the same thing: cranking up bids and hoping for the best. But there is a bid adjustment strategy hiding in plain sight that almost nobody uses—the placement multiplier for Sponsored Brands. In this episode, Lucas and Luna dig into why the default top-of-search multiplier is a blunt instrument and how a tiered placement strategy can improve ROAS by 20 percent or more. They walk through a concrete example from a mid-six-figure seller who shifted bids from top-of-search to product pages and saw conversion rates jump. If you run Amazon PP...

Lucas and Luna unpack a dangerous illusion in Amazon PPC: the Top of Search placement premium. Many advertisers see a high ROAS on first-page placements and pour more budget there, but they're missing the hidden cannibalization of organic sales and the inflated contribution from brand defenders. Lucas walks through a real campaign where a pet-supply brand saw a 4.5x ROAS on Top of Search, yet total account profitability barely budged when they doubled down. They break down the math of incremental ROAS, the bias in Amazon's attribution model, and a practical fix: splitting campaigns by placement and measuring blended...

Episode 41 of Performance Marketing with Fexingo tackles a costly but overlooked mistake: running the same ad creative on Amazon and Meta. Lucas and Luna break down why an asset that crushes on Facebook can tank ROAS on Amazon, and vice versa. Using a real case from a DTC supplement brand that spent $40k on identical video creatives across both platforms, they trace how platform behavior — scroll intent vs. purchase intent, vertical vs. square formats, sound-on vs. sound-off defaults — rewrites the rules for engagement. Lucas walks through three structural differences: the zero-click problem on Amazon, the attention-tax of carousel ads on M...

Episode 40 digs into a specific performance-marketing blind spot: the incremental ROAS lift most advertisers miss when they treat TikTok as a brand channel instead of a direct-response engine. Lucas and Luna walk through actual campaign data from a mid-six-figure DTC brand — 3.2x blended ROAS, but 1.1x on TikTok. The fix? A three-variable test structure that separates platform effect from creative effect. They break down why TikTok's recommendation algorithm rewards high-volume, low-friction testing, and why reusing Facebook creative verbatim costs you 40 percent efficiency. Plus: the one metric TikTok's dashboard hides that predicts ROAS more reliably than CPA. No fluff, no ho...

Lucas and Luna uncover a silent ROAS killer inside Amazon PPC: the campaign-level dynamic bidding setting that Amazon quietly defaults to 'down only' on certain new campaigns. Lucas explains how Amazon's 'dynamic bids down only' logic actually over-adjusts on high-converting placements, leaving advertisers paying more for traffic that would have converted anyway. Luna brings data showing a 15-year-old ecommerce brand that recovered 14.8% ROAS just by switching to 'dynamic bids up and down' and lowering their placement multiplier. They walk through the math, the auction mechanics, and why most advertisers never check that dropdown. Includes the 'buy me a coffee...

Episode 38 of Performance Marketing with Fexingo dives into the costly trap of competitor brand bidding. Lucas and Luna reveal how bidding on rival brand terms often drains ROAS, citing a DTC skincare case where the tactic generated a 2.1 ROAS versus 6.8 on branded terms. They walk through the data: high click-through rates but abysmal conversion rates, inflated cost-per-click, and the hidden problem of accidental brand-search overlap. Lucas shares a simple campaign structure fix—segmenting competitor terms into a separate campaign with conservative bids and strict negatives—that cut wasted spend by 40 percent for a mid-market supplement brand. Luna challenges whether comp...

Episode 37 dives into Total Advertising Cost of Sale (TACoS) on Amazon—a metric most sellers misunderstand. Lucas explains why a 'good' ACOS can hide a dangerous TACoS, using the example of a seller who spends $50,000 on ads to drive $200,000 in sales but sees organic revenue flatline. Luna shares data from an agency client whose TACoS jumped from 12% to 18% over six months despite stable ACOS. The hosts break down how to calculate true TACoS, why Amazon's organic algorithm penalizes ad dependence, and three actionable levers to lower TACoS without sacrificing volume. Specific strategies include adjusting bid multipliers for top-of-search placement, de...

Lucas and Luna break down why defending your brand terms on Amazon PPC is harder than it looks, and how one mid-market CPG brand reduced cost-per-click by 22% while holding 94% impression share against competitors. They explain the difference between brand defense and brand conquesting, why your own brand terms are an auction you can't afford to ignore, and a simple script to check if your campaign structure is leaking budget to competitors. No fluff, just a tactical angle most sellers overlook.

#AmazonPPC #BrandDefense #SponsoredBrands #PerformanceMarketing #AmazonAds #PaidAds #ROAS #Ecommerce #CPGBrand #Marketing #FexingoBusiness #BusinessPodcast #AdvertisingStrategy #PpcManagement #BrandConquesting #ImpressionShare #CostPerClick...

Episode 35 unpacks a quiet but costly dynamic in Amazon advertising: the structural advantage large retailers and brand owners have in Amazon's real-time bidding auction. Lucas and Luna walk through how a brand with deeper pockets can bid higher on the same keyword, push smaller sellers into inefficient ad placements, and inflate ACoS across the category. They explain Amazon's 'second-price auction plus floor' mechanism, why bid multipliers from large catalog retailers compound the advantage, and what smaller advertisers can actually do about it — from dayparting and placement-level bid adjustments to focusing on long-tail search terms that the big players ignore. No...

Episode 34 of Performance Marketing with Fexingo. Lucas and Luna uncover a hidden ROAS drain in Amazon PPC Sponsored Brands campaigns. They walk through a specific case: a kitchen-gadget brand spending $120,000 a month on Sponsored Brands, only to find 31% of that budget was going to existing customers — thanks to Amazon's default 'any audience' setting. They explain how to audit the 'new-to-brand' metric by campaign, set up a negative audience of past purchasers, and restructure ad groups to exclude brand-term cannibalization. The episode also covers why dayparting for Sponsored Brands is different from Sponsored Products, and when a 'conquesting' strategy actually wo...

Lucas and Luna dig into a silent ROAS killer on Amazon: the ad placement multiplier. Most sellers set a flat percentage for top-of-search or product page bids, but Lucas explains why Amazon's algorithm dynamically adjusts those multipliers based on placement-level conversion rates. He walks through a concrete example showing how a 50% top-of-search modifier can actually cost you 80% more per click if you don't account for placement-specific ACoS. Luna challenges whether the multiplier even works the same across categories, and they discuss a simple spreadsheet hack to reverse-engineer your true placement ROAS. No fluff, just the math behind the bid.<...

Lucas and Luna uncover a silent ROAS killer in Amazon PPC: ignoring dayparting. Using real data from a kitchen gadget seller, they show how blanket ad schedules waste up to 30% of spend during low-conversion hours. Lucas breaks down the math of adjusting bids by time-of-day using Amazon's portfolio bid adjustments, and Luna shares a counterintuitive finding from a pet brand that saw higher ROAS at 2 AM. They discuss how to pull your own hourly data from the Campaign Manager report, avoid over-optimizing into noise, and set up simple bid floors that capture late-night impulse buyers without bleeding budget. No...

Episode 31 of Performance Marketing with Fexingo dives into the hidden force quietly eating your Amazon PPC budget: algorithmic third-party buyers using repricing software and aggressive bid strategies to win the top of search. Lucas and Luna break down how a $4.50 bid on 'wireless earbuds' can lose to a reseller bidding $6.00 because they're playing a different game — margin on volume vs. margin per unit. They walk through a real example using a common electronics category, explain how to spot algorithmic buyers in your Search Query Report, and offer three practical countermeasures: dayparting to avoid peak bot hours, exact-match defense on br...

Lucas and Luna expose the silent ROAS killer hiding in plain sight on Amazon: the 'other' search term row in your Search Query Report. Most sellers optimize only the top 100 search terms and ignore the long tail — a bucket that can represent 60% of total spend with a ROAS 40% below account average. Lucas walks through a real client example where a pet-supply brand was bleeding $14,000 a month on 1,700 unanalyzed queries. They discuss how Amazon's own attribution model favors the 'other' row, why high-ACoS terms often have better lifetime value, and the simple export-and-filter technique that recovers 20-30% of wasted budget. No...

Most performance marketers assume brand bidding is a waste — you'd convert anyway, right? But new data from a 2025 Google Ads study across 1,200 e-commerce accounts shows that pausing brand campaigns can actually cost you 12-18% of total revenue. Lucas and Luna break down when brand bidding defends against competitor conquesting, how the 'free clicks' assumption breaks in competitive verticals, and why the real ROAS metric isn't ROAS at all — it's incremental lift measured through geo-holdout experiments. They walk through a concrete case: a DTC supplement brand that stopped brand bidding and saw organic brand search drop 23% within six weeks because comp...

Episode 28 of Performance Marketing with Fexingo tackles the elephant in the room: Apple's App Tracking Transparency (ATT) framework and how it shattered Facebook ad performance after iOS 14.5. Lucas and Luna break down why traditional pixel-based optimization broke, how the 'Aggregated Event Measurement' model capped conversions at 8 per campaign, and why ROAS on iOS traffic dropped 30-40% for many e-commerce brands. They explore the shift to server-side tracking, the rise of modeled conversions, and a concrete case: a direct-to-consumer mattress brand that rebuilt its Facebook strategy around first-party data. No theory—just actionable numbers and real attribution math. If you're sp...

Episode 27 of Performance Marketing with Fexingo tackles a seasonal problem that burns millions in ad spend: Amazon PPC bid inflation during Q4. Lucas and Luna break down the specific mechanics — how increased competitor demand drives up bids, why your ACOS can double overnight, and a concrete pre-season strategy using dynamic bidding and negative keywords to protect ROAS. They walk through real bid data from a typical electronics brand, showing how a simple 'fixed bid plus dayparting' approach saved 22% on ad spend while maintaining conversion volume. No theory — just a tactical playbook for anyone running Amazon ads during the holiday rush...

Episode 26 of Performance Marketing with Fexingo dives into a specific, overlooked data set inside Amazon Brand Analytics that most advertisers ignore: the 'Repeat Purchase Behaviour' and 'Item Comparison' reports. Lucas and Luna break down how these two reports reveal the true long-term value of your ad spend, beyond the last-click attribution window. Using a concrete example of a mid-tier kitchen gadget brand, they show why focusing only on ROAS from Sponsored Products can hide that your best customers are actually coming from organic discovery, and how optimising for first-purchase ROAS may be cannibalising repeat buyers. The hosts walk through...

Lucas and Luna dig into the hidden cost of broad match keywords in Google Ads. By mid-2026, advertisers are seeing 30%+ of budgets eaten by irrelevant queries that pass the Quality Score check. They break down why the old 'broad match plus modified' workaround is gone, how phrase match now acts like broad, and the one search query report filter that reveals the real waste. Lucas shares a case from a $50k/month SaaS account that cut wasted spend by 40% in two weeks using negative keyword layering and exact match only campaigns. No theory—just the dashboard moves that stop th...

Lucas and Luna dig into Amazon DSP bids and why most advertisers are overpaying by as much as 30 percent. They break down the difference between open auction and Amazon's private marketplace, explain why your bid multiplier on 'in-market' audiences is a leak, and walk through a real example from a mid-six-figure brand that cut its cost per click by 22 percent just by adjusting bid strategy by time of day. Plus, a look at how retail media networks are evolving and what that means for performance marketers in the second half of 2026.

#AmazonDSP #ProgrammaticAdvertising #RetailMediaNetworks #BidStrategy #AdWaste #InMarketAudiences...