Amazon Advertising Management for Brands and Manufacturers
Amazon Advertising is the fastest-growing lever for driving sales on the platform, but only when campaigns are built with the right structure, managed against the right metrics, and continuously optimized based on real performance data. Goat Consulting is an Amazon Ads Verified Partner that builds and manages full-funnel advertising strategies for brands and manufacturers. We go beyond basic campaign setup to deliver advertising that drives profitable, sustainable growth.
Why Most Amazon Advertising Underperforms
Most brands approach Amazon Advertising in one of two ways, and both leave money on the table. Some treat it as a set-it-and-forget-it expense, launching auto campaigns and rarely looking at the data. Others obsess over ACoS to the point where they restrict spend so aggressively that they starve their listings of traffic and never build organic ranking momentum.
The brands that win on Amazon take a different approach. They use advertising as a strategic growth tool by investing in the right keywords at the right time, building campaign structures that separate branded from non-branded traffic, and measuring success through TACoS (Total Advertising Cost of Sale) rather than ACoS alone. TACoS captures the complete picture: how your advertising spend drives total revenue, not just the sales directly attributed to an ad click.
That’s the approach Goat Consulting takes with every advertising client.
Amazon Ad Types We Manage
Sponsored Products
Sponsored Products are the foundation of most Amazon advertising strategies. These keyword-targeted ads appear directly in search results and on product detail pages, capturing shoppers who are actively searching for products like yours. We build Sponsored Products campaigns with granular keyword targeting, strategic bid management, and ongoing negative keyword refinement to drive sales efficiently. For most brands, this is where most ad spend is allocated and where the biggest opportunities for optimization exist.
Sponsored Brands & Sponsored Brands Video
Sponsored Brands campaigns display your brand logo, a custom headline, and multiple products at the top of Amazon search results, the most prominent placement available. Sponsored Brands Video takes this further with autoplay video ads that stop shoppers mid-scroll and drive significantly higher engagement and click-through rates than static ads. We use Sponsored Brands to build brand awareness on high-volume category keywords and defend your brand on branded search terms. Video campaigns are particularly effective for demonstrating product features, use cases, and brand differentiation in categories where visual storytelling matters.
Sponsored Display
Sponsored Display extends your advertising beyond Amazon search results to reach shoppers based on their browsing behavior, purchase history, and product interests. These ads appear on product detail pages, customer review pages, and across Amazon’s network of third-party sites and apps. We use Sponsored Display for retargeting shoppers who viewed your products but didn’t purchase, conquesting competitor product pages, and building awareness among audiences with demonstrated interest in your product category.
Our Amazon Advertising Approach
Every brand’s advertising strategy starts in the same place: research. Before we launch or restructure a single campaign, we conduct in-depth keyword research to understand how your customers search for your products, what your competitors are bidding on, and where the highest-value opportunities lie. This research informs everything that follows.
Campaign Architecture
We build structured campaign architectures designed for control and scalability. This means separating branded keywords from non-branded discovery terms, isolating top-performing keywords into their own campaigns for precise bid control, and segmenting by product groups so we can allocate budget based on margin and strategic priority. The architecture we build on day one is designed to scale as your advertising investment grows without losing the granularity needed to manage spend efficiently.
Ongoing Optimization
Launching campaigns is just the beginning. Our team continuously optimizes your advertising through keyword bid adjustments based on performance data, negative keyword management to eliminate wasted spend, search term harvesting to discover new high-converting keywords, placement modifiers to prioritize the most profitable ad positions, budget reallocation across campaigns based on performance trends, and seasonal adjustments for events like Prime Day, Black Friday, and category-specific peak periods.
Measurement & Reporting
We report on the metrics that matter for profitable growth, not just the ones that look good on a dashboard. Every client receives monthly advertising reports covering TACoS (advertising spend as a percentage of total revenue), ACoS, and ROAS at the campaign and keyword level, search impression share and share of voice, organic ranking movement for key terms, and budget utilization and pacing. For eligible clients, we also leverage Amazon Marketing Cloud for advanced audience insights, full-funnel attribution, and new-to-brand customer measurement capabilities that go beyond standard Amazon Advertising reports.
We walk through these reports with you on a monthly call and translate the data into clear next steps.
Why Brands Choose Goat Consulting for Amazon Advertising
Amazon Ads Verified Partner
Goat Consulting is recognized by Amazon as a verified advertising partner a credential awarded to agencies that demonstrate expertise, deliver results for clients, and maintain deep engagement with the Amazon Ads platform. This means our team has direct access to Amazon Ads support channels, early access to new advertising features, and ongoing training from Amazon’s own advertising team.
Advertising as Part of a Complete Amazon Strategy
We don’t manage advertising in a silo. Because Goat Consulting also handles listing optimization, keyword research, and account management for our clients, we ensure that your advertising drives traffic to listings that are optimized to convert. There’s no point spending thousands on ads that send shoppers to a listing with poor content, missing A+ pages, or no reviews. Our integrated approach means advertising and organic strategy work together.
TACoS-First Philosophy
Many agencies optimize exclusively for ACoS, which can actually harm your business by restricting spend on campaigns that build organic ranking. We take a TACoS-first approach, measuring your total advertising cost of sale to ensure that ad spend is driving sustainable, total revenue growth. The goal isn’t the lowest possible ACoS; it’s the highest possible profitable revenue.
Advanced Analytics & Insights
Beyond standard Amazon Advertising campaign reporting, we use tools within Seller Central and Amazon Marketing Cloud to provide deeper audience insights and attribution data, where it adds value. Not every client needs AMC, but when the data can inform better targeting or budget decisions, we have the access and expertise to use it.
Amazon Advertising Results
Reach International Outfitters
Goat Consulting managed full-funnel Amazon advertising for Reach International Outfitters including Sponsored Ads and advanced audience targeting. We increased Return on Ad Spend from 4.04 to 10.8 and grew new-to-brand customers by 52% — proving that advertising can drive both efficiency and customer acquisition simultaneously.
“They consistently bring new ideas, run thoughtful tests, and proactively push the brand forward. It is truly a hands-off experience for us and the results speak for themselves.” — Trent Anderson, Reach International Outfitters
When Absolute Filth came to Goat Consulting, they needed a complete advertising architecture built from scratch. We created a Sponsored Products and Sponsored Brands campaign structure targeting both branded and non-branded keywords in the hockey accessories category. The result: significant sales growth and improved advertising profitability in Q4 year-over-year.
“When it comes to Amazon, make a note to go with Goat.” — Casey Kirt, Co-founder, Absolute Filth
After optimizing Riedell’s product listings and resolving Brand Registry issues, we built and launched Amazon Advertising campaigns across Sponsored Products and Sponsored Brands for multiple Riedell brands. Our campaigns targeted both generic category keywords to drive brand discovery and branded terms to defend and increase visibility on search results where competitors were bidding on Riedell’s brand name.
“The team at Goat Consulting is responsive and engaging and continuously looks for ways to help us improve our business on the marketplace.” — Tyler, Marketing Manager, Riedell Skates
Is Amazon Advertising Management Right for Your Brand?
Our Amazon advertising management services are built for brands and manufacturers who are serious about growing on Amazon, not for sellers looking for a quick fix or a one-time campaign setup. Here’s who we work best with:
Brands spending $5K+ per month on Amazon Ads
who want expert management to improve efficiency and scale spend profitably. If you’re spending at this level and are not confident your campaigns are optimized, there’s almost certainly significant waste that professional management can eliminate.
Brands launching on Amazon
who need advertising set up correctly from day one. The campaign structure you build at launch determines how efficiently you can scale later. Getting it right early prevents costly restructuring down the road.
Brands frustrated with their current agency or freelancer
who want more transparency, more strategic thinking, and better results. If your current provider can’t explain why they’re making specific changes or how advertising is impacting your total business, it’s time for a different approach.
Brands ready for advanced advertising capabilities
like custom audience targeting, full-funnel attribution, and new-to-brand measurement. If you’ve outgrown basic Sponsored Products management and want to use data to build a competitive advantage, we can help.
Amazon Advertising FAQ
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There’s no one-size-fits-all answer. The right budget depends on your product category, margins, competitive landscape, and growth goals. As a general guideline, most brands we work with invest between 10-25% of their Amazon revenue in advertising. During our strategy call, we can review your specific situation and recommend an appropriate starting budget.
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ACoS (Advertising Cost of Sale) measures how much you spend on ads relative to ad-attributed sales. TACoS (Total Advertising Cost of Sale) measures ad spend relative to your total Amazon revenue including organic sales. TACoS matters more because it shows whether your advertising is building sustainable momentum. A brand with a low ACoS but high TACoS is overly dependent on paid traffic. A brand with a healthy TACoS is using advertising to build organic ranking that drives sales even when ads are off.
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It depends on where you are in your Amazon Ads journey. Some brands see initial performance improvements within the first 2-4 weeks as we restructure campaigns, adjust bids, and eliminate wasted spend. Meaningful revenue growth typically builds over 2-3 months as campaigns accumulate data, keyword targeting is refined, and organic ranking improvements from advertising begin to compound. We provide transparent weekly and monthly reporting so you can track progress from day one.
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Amazon Marketing Cloud (AMC) is an advanced analytics platform that provides deeper audience and attribution insights than standard Amazon reports. We use AMC selectively for clients where the data can meaningfully improve targeting and budget decisions. It’s not something every advertiser needs, but it’s available to clients who would benefit from it.
Ready to Make Your Amazon Advertising Work Harder?
Schedule a free Amazon advertising strategy call with our team. We’ll review your current campaigns (or discuss your advertising goals if you’re launching), identify the biggest opportunities to improve performance, share our full range of Amazon Consulting Services and show you how Goat Consulting’s advertising management can drive profitable growth for your brand.
No commitment required. We'll share actionable recommendations whether or not we end up working together.