Amazon Advertising

Mercantile Commerce helps brands compete and win on Amazon through expert management of Amazon Advertising campaigns—from strategy and setup through optimization, reporting, and continuous improvement.

Planning

A successful advertising program starts with strategic clarity. Before spending a single dollar, brands need to understand where to invest, how much to commit, and what success looks like. Without this foundation, advertising becomes a costly experiment rather than a growth engine.

Budget Strategy

  • Assess your catalog, competitive landscape, and business goals to recommend an appropriate advertising budget

  • Define how budget should be allocated across products, campaign types, and objectives

  • Set return expectations so your investment is grounded in strategy

Product Selection

  • Evaluate ASINs based on conversion rate, margin, inventory position, and organic rank opportunity

  • Prioritize products where advertising will drive the greatest impact

  • Adjust product selection as catalog performance and business priorities evolve

Goal Setting

  • Define objectives aligned to your business—new customer acquisition, category defense, ASIN launch, or efficiency improvement

  • Set measurable performance targets including ROAS, ACOS, and spend thresholds

  • Establish a shared framework for evaluating performance over time

Keyword Research

Amazon advertising lives and dies on targeting. Reaching the right customers at the right moment requires a rigorous, data-driven approach to keyword discovery and selection.

  • Identify the search terms your customers use across the full purchase funnel

  • Uncover high-value opportunities your competitors may be missing

  • Apply a mix of broad discovery research and precise targeting based on conversion data

Campaign Launch and Management

Well-structured campaigns are easier to manage, easier to optimize, and deliver better results from day one. Poor campaign architecture creates problems that compound over time.

Campaign Setup

  • Design and build Sponsored Products, Sponsored Brands, and Sponsored Display campaigns aligned to your objectives

  • Align campaign structure with targeting types to drive incremental value

  • Configure structure to gather meaningful data quickly to reduce uncertainty and improve performance

Bid Management

  • Adjust bids based on keyword performance, placement data, and competitive dynamics

  • Balance visibility with efficiency across your stated goals

  • Drive continuous performance improvements with the right mix of automation and experienced intervention

Analytics and Optimization

The real work happens after launch. Continuous refinement separates campaigns that plateau from those that improve month over month.

Reporting

  • Deliver regular reporting on spend, impressions, clicks, orders, revenue, ROAS, ACOS, and other key metrics

  • Provide context to identify what’s driving gains and losses

  • Track performance against the targets established at the outset of the engagement

Ongoing Optimization

  • Refine targeting, harvest new keywords, and add negative keywords on an ongoing basis

  • Reallocate budget toward what's working and away from what isn't

  • Refine budget recommendations and provide input on annual planning

Who we work with

For advertising-only support, we work with brands with Amazon advertising budgets of $500k and up per year.

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