Amazon Advertising (Amazon Ads)

Accelerate Visibility Where Purchase Decisions Happen

Amazon Ads is one of the most powerful performance media ecosystems available today. Unlike traditional paid media, Amazon advertising reaches shoppers inside the marketplace, at the exact moment they are comparing products and preparing to buy.

Hallon Havre manages Amazon Ads as a strategic growth lever—designed to increase discoverability, defend branded demand, and drive profitable, incremental revenue across the Amazon ecosystem.

Why Amazon Ads Require a Specialized Approach

Amazon Ads operate differently from Google, Meta, or programmatic media. Performance is influenced not only by bids and targeting, but also by retail fundamentals such as pricing, inventory, Buy Box ownership, and product detail page quality.

A disciplined Amazon Ads strategy allows brands to:

Increase visibility for high-value products
Capture and defend branded search demand
Drive incremental sales beyond organic rank
Launch new products efficiently
Improve overall marketplace share of voice

Without proper structure and optimization, Amazon ad spend can quickly erode margins. Strategic management is essential.

Our Amazon Ads Capabilities

Hallon Havre plans, executes, and optimizes Amazon Ads programs with a performance-first mindset—balancing growth, efficiency, and long-term marketplace health.

Full-Funnel Amazon Ad Strategy

We build Amazon Ads programs that support every stage of the shopper journey, including:

Awareness & discovery for new-to-brand shoppers
Consideration during product comparison
Conversion & defense for high-intent and branded searches

Each campaign type is mapped intentionally to business objectives, not deployed in isolation.

Keyword, Product & Audience Targeting

Effective targeting is the foundation of Amazon Ads performance. Our approach includes:

In-depth Amazon-specific keyword research
Search term mining and negative keyword management
Product and category targeting for conquesting and defense
Audience targeting using Amazon’s in-market and lifestyle segments

This ensures ads reach the most relevant shoppers while minimizing wasted spend.

Bid, Budget & Performance Optimization

Amazon Ads require continuous management to remain efficient. We actively optimize campaigns through:

Bid adjustments based on performance and competitiveness
Budget pacing and reallocation toward top-performing campaigns
Placement optimization across search and detail pages
Ongoing testing of match types and targeting strategies

Optimization decisions are guided by both advertising metrics and retail signals.

Launch, Scale & Defense Strategies

Amazon Ads play a critical role across the product lifecycle. We support brands by:

Launching new products with visibility and momentum
Scaling proven SKUs while protecting profitability
Defending branded keywords and competitor incursions
Supporting promotions and seasonal initiatives

Advertising is aligned with inventory, pricing, and promotional calendars to avoid inefficiencies.

Measurement, Attribution & Profitability

We measure Amazon Ads performance beyond surface-level metrics, focusing on:

Advertising cost of sales (ACOS) and total ACOS (TACOS)
New-to-brand metrics and incremental lift
Product-level contribution and margin impact
Interaction between paid ads and organic rank

Reporting is transparent, actionable, and tied directly to business outcomes.

Understanding ACOS vs. TACOS

A critical component of effective Amazon Ads management is understanding the difference between ACOS and TACOS—and knowing when to prioritize each.

Advertising Cost of Sales (ACOS) measures the efficiency of ad spend in isolation:

ACOS = Ad Spend ÷ Attributed Ad Sales

ACOS is a tactical metric used to evaluate keyword, campaign, and placement performance. It is especially useful for:

Optimizing bids and budgets
Comparing efficiency across campaigns
Managing short-term profitability

However, ACOS alone does not tell the full story.

Total Advertising Cost of Sales (TACOS) measures advertising impact against total Amazon revenue:

TACOS = Ad Spend ÷ Total Amazon Sales

TACOS provides a strategic view of how advertising supports the overall health of the Amazon business. A declining TACOS often signals that advertising is:

Driving organic rank improvements
Increasing brand awareness and repeat purchases
Supporting sustainable, long-term growth

How We Use ACOS and TACOS Together

At Hallon Havre, we manage Amazon Ads using both metrics in tandem:

ACOS guides day-to-day optimization and efficiency
TACOS informs long-term strategy, scaling decisions, and profitability

This balanced approach ensures advertising drives incremental growth—without masking inefficiencies or sacrificing margin.

Why Hallon Havre

Deep expertise in Amazon Ads and marketplace dynamics
Profitability-focused media management
Tight integration with Seller Central operations and SEO
Hands-on optimization and proactive insights
Clear communication and accountability

Amazon Ads reward precision, structure, and discipline. Hallon Havre ensures your investment drives growth—without sacrificing efficiency.

Ready to scale visibility and sales on Amazon? Amazon Ads are where marketplace momentum is built.

< Back