Three ad types
By steven-pope · September 19, 2026 · Curated by George's Blog
Three ad types
Twelve targeting options
One wrong sequence and the budget is gone by Thursday
Sponsored Products
Sponsored Brands
Sponsored Display are not three separate budgets
They are one funnel
Running them out of order is how ad spend disappears
With nothing to show for it
The sequence that works
Sponsored Products go live alone for the first 30 days
It is the only ad type sitting inside search results next to organic listings
Which means it drives the sales velocity that feeds Amazon SEO
Skip this step and everything after it is guesswork
Harvest before scaling
Pull the Search Term Report weekly
Converting terms graduate into exact match
Terms with 10 clicks and zero sales go negative
PPC negations are mosquito repellent for ad spend
Block the bloodsuckers before they drain the budget
Sponsored Brands unlock once three or more ASINs are worth cross selling
The real job is not clicks
It is owning the top of the page so a competitor cannot sit above you
routing traffic into the Storefront where basket size climbs
Sponsored Display comes last and only as remarketing
Shoppers who viewed and left
Buyers due to reorder
Defensive placements on your own detail pages
So competitors are not parked under the Buy Box
One number to watch
TACoS not ACoS
ACoS says whether a campaign is efficient
TACoS says whether ad spend is actually growing the brand
TACoS dropping while total sales climb
means organic rank is picking up the slack
That is the win
Launching all three ad types on day one is not a strategy
It is a fireworks show
Build the base
Harvest the data
Then expand
Chess not checkers