How to Choose the Right KPIs for Your Amazon Advertising Strategy

In episode 164 of The Ad Project, Joe Shelerud (CEO) and Matt Wiklund (CTO) break down how to select the right KPIs for your Amazon advertising strategy—whether you’re selling high-ticket one-time purchases or repeat-consumable goods. They explore how ROAS, TACoS, new-to-brand metrics, and customer acquisition costs should flex based on your brand’s goals and product lifecycle.🔑 Key Takeaways:ROAS isn’t always the north star—context is key.TACoS is your go-to for measuring incrementality.New-to-brand ROAS and CAC matter more for consumables and repeat-purchase brands.Use LTV analysis to identify your highest-impact gateway products.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

In this episode of The Ad Project Podcast, Joe Shelerud and Maarja Hewitt break down Amazon Marketing Cloud (AMC) in the simplest terms yet. AMC has become a buzzword in the advertising world — but what is it really, and why should brands care? Joe and Maarja cover everything from what a "data clean room" actually means, to how AMC allows advertisers to unify data across Sponsored Ads, DSP, and even Streaming TV.🔑 Key Takeaways:AMC offers a full-funnel view beyond last-click attribution.New tools and AI make AMC more accessible than ever.Brands can justify upper-funnel spend with detailed customer journey data.Audience creation within AMC allows for more refined targeting and strategy.Whether you're brand new to AMC or looking to refine your data strategy, this episode is your go-to primer.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

Retail media is having a moment — and facing major growing pains. Joe and Maarja dive into why so many retailers are launching networks, how fragmentation is creating operational headaches, and what advertisers should focus on now. From privacy shifts and first-party data goldmines to the need for standardization and consolidation, they share actionable insights on navigating this evolving space. Learn how to prioritize, test, and measure smarter as retail media matures.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

Prime Day 2025 is going from 2 to 4 days—and advertisers need to be ready. In this episode, Joe Shelerud and Maarja Hewitt break down what this longer event means for budget pacing, conversion trends, and media planning. They explore performance data from past Prime Days, how the extended format could shift buyer behavior, and what strategies will help brands win this year.🔑 Key Takeaways include:Budget pacing strategies across four daysHow deal participation impacts conversion and ROASWhy Day 1 will likely still dominate in trafficPost-Prime Day opportunities for retargeting and LTV gains👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

Prime Day 2025 is stretching into four days, opening up huge opportunities — and new complexities — for brands on Amazon. In this special guest-hosted episode, Tony Miller (Director of Programmatic Strategy) and Isaac Shelton (Sr. Account Manager) lay out a tactical, AMC-powered strategy to win across each phase of Prime Day.🔑 Key Takeaways:Learn from past Prime Day data: 3x impressions, 2.6x salesWhy AMC outperforms traditional reportingThe 3-stage approach: Lead-In, Deal Days, and Lead-OutHow to build and layer audiences for precision targetingUse AMC to guide spend pacing, retargeting, and repeat purchase strategiesIf you’re not using AMC this Prime Day, you’re leaving valuable performance on the table.👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

The Ad Project Relaunch: Retail Media’s Rapid Evolution & What Comes NextWe’re back! After a one-year break, The Ad Project returns with CEO Joe Shelerud and Director of Strategy & Insights Maarja Hewitt kicking off a new chapter — with a new studio, a growing team, and plenty to talk about.In this episode:The rise of Amazon Marketing Cloud: 5-year lookback, audience creation, and SQL GeneratorAmazon’s full-funnel push: from saturated Sponsored Ads to streaming and interactive video adsWalmart Connect’s big moves: brand conquesting, dynamic bidding, Vizio acquisition, and omnichannel strategyThe retail media network explosion — 250+ platforms and countingThe growing role of AI in ad targeting and creative optimizationWhy standardization is key for advertisers navigating a fragmented retail media space👉 Follow, subscribe, and connect with us on LinkedIn and at adadvance.com to catch future episodes.

SummaryIn this episode, Joe Shelerud interviews Corey Brown from buffaBRAND Marketing about AI image generation and its potential impact on advertising. They discuss the various tools available, the importance of having a strong creative foundation, and the challenges of using AI to generate realistic and effective images. They also explore the future of AI image generation and how it could change the industry. Overall, the conversation emphasizes the need for a balanced approach to AI, leveraging its capabilities while maintaining human creativity and authenticity.TakeawaysAI image generation is a rapidly evolving space that intersects with e-commerce and advertising.There are various tools available for AI image generation, but it's important to be skeptical and use them in conjunction with a strong creative foundation.AI-generated images can be useful for certain types of creatives, such as lifestyle composite shots, but they may not always meet the desired level of authenticity.In the future, AI image generation could enable hyper-customization of creatives for different audience segments, but there may also be concerns about privacy and over-customization.To start using AI image generation, it's important to have a baseline knowledge, work with people who understand AI, and provide detailed prompts and information.

SummaryIn this episode, Joe Shelerud interviews Dan Brownsher from Channel Key. They discuss the current state of the e-commerce space, the challenges and opportunities for brands on platforms like Amazon, and the key factors that contribute to a brand's success. They emphasize the importance of high-quality products, brand building, and maximizing total lifetime value. They also highlight the need for brands to utilize upper funnel activities and measure them correctly. TakeawaysThe e-commerce space is still relatively early in its growth, and there are opportunities for brands to succeed.High-quality products, brand building, and targeting the right audience are key factors for a brand's success on platforms like Amazon.Maximizing total lifetime value by driving repeat purchases or cross-selling is crucial for sustaining growth.Brands should consider utilizing upper funnel activities, such as streaming TV and video, to create brand awareness.Measuring the full funnel and understanding the contribution of each stage is important for effective advertising strategies.Connect with Dan: https://www.linkedin.com/in/dan-brownsher/

SummaryIn this episode, Keith from Made In discusses his journey in the e-commerce space and the strategies he implemented to scale the new-to-brand customer on Amazon. He shares insights on testing incrementality, maximizing lower funnel opportunities, expanding search terms, and utilizing Amazon Marketing Cloud. Keith also compares the Walmart Marketplace to Amazon and talks about the potential for international expansion. The episode concludes with a discussion on upper funnel opportunities and where listeners can find more information about Made In.TakeawaysTesting incrementality on Amazon can provide valuable insights into the effectiveness of advertising strategies.Maximizing lower funnel opportunities, such as search terms, can lead to incremental sales and higher ROAS.Carefully expanding search terms and targeting specific customer segments can help optimize advertising campaigns.Utilizing Amazon Marketing Cloud can provide valuable data on customer behavior and attribution.The Walmart Marketplace is making strides in its ad platform and has the potential to catch up to Amazon's capabilities.Expanding internationally can tap into new markets and increase brand reach.Exploring upper funnel opportunities, such as video ads and prime streaming, can further enhance advertising strategies.

SummaryIn this episode, Abe from XP Strategy joins the Ad Project Podcast to discuss his experience participating in an AI hackathon at the Prosper Show. The hackathon involved creating a new product and all the necessary assets within a tight timeframe using AI tools. Abe shares the challenges and successes of the hackathon, including using ChatGPT for image generation and product packaging. He emphasizes that AI is a tool that can enhance experts and provide a starting point for those who need it. The conversation also explores the future possibilities of AI in advertising and the importance of creativity in utilizing AI effectively.TakeawaysAI can be a powerful tool for creating new products and generating assets within a tight timeframe.ChatGPT and other AI tools can provide a starting point for ideation and branding.AI is most effective when used by experts in the field who can leverage the tool to enhance their work.While AI can automate certain tasks, it is not a replacement for human expertise and creativity.Connect with Abe: https://www.linkedin.com/in/abechomali/