Marketplace Advertising Basics
Step 1: Get your listing ready first
Never advertise a weak listing. Ads send traffic; your images, title, price, and reviews decide whether it converts. Fix the listing before you spend. Step 2: Start with automatic campaigns
Auto campaigns show your product across many search terms so you discover what converts. Set a modest daily budget you're comfortable testing with. Step 3: Harvest winners into manual campaigns
After a couple of weeks, move profitable search terms into manual campaigns where you control bids, and add poor performers as negatives. Step 4: Understand ACOS and TACOS
ACOS is ad spend divided by ad sales. TACOS is ad spend divided by total sales and shows whether ads help the whole business grow. Watch both. Step 5: Align paid with organic
As a keyword's organic ranking improves, ease back paid spend on it. Ads that lift organic ranking are the real win. Step 6: Review weekly and adjust
Raise bids on profitable terms, lower or pause wasteful ones, and reallocate budget to your best products. Small weekly tweaks beat big overhauls. Why this matters
Disciplined advertising grows sales while cutting waste. Efficiency, not vanity metrics, wins.