I want to build a profitable advertising program
- Starting point
- Live marketplace listings with little or no paid advertising running yet.
- Objective
- Build a marketplace advertising program that's structured, budgeted against your real economics, and measured well enough to know if it's actually profitable.
- Prerequisite
- At least one live, reasonably optimized marketplace listing (see Listings & Catalog Management first if you don't have one).
- Expected outcome
- A running, correctly structured campaign, a budget grounded in your real break-even ROAS, and a recurring cadence for measuring and optimizing it.
The sequence
- Understand how marketplace ad auctions actually work
- Learn the ad formats available to you
- Calculate your break-even ROAS before setting a budget
- Set your advertising budget
- Launch your first campaign
- Structure campaigns correctly by SKU/category/match type
- Set targeting and negative keywords
- Learn ROAS vs. ACOS vs. TACOS so you're measuring the right thing
- Set a recurring optimization cadence