"Full Funnel" campaign and a 20 RoAS - I don't think these two things go togethe
By Destaney Wishon · October 29, 2026 · Curated by George's Blog
"Full Funnel" campaign and a 20 RoAS - I don't think these two things go together 🙃
Look, I love the idea of a one click solution, but I think this ad type is being outrageously misrepresented. (Thus far)
For one, Amazon is calling it "full funnel" and marketing it as a way to move up the funnel with ease. They mention that this ad type will show up off of Amazon and win Streaming TV inventory, but after digging deeper, we've primarily seen that this ad type with traditional search placements. Similar to an auto campaign with better audience modifiers and better creative. We are seeing minimal placements within this ad type that I would consider to be true "upper funnel".....
Maybe this will change? Maybe the goal is to drive adoption, win trust, and then move to more aggressive upper funnel inventory?
For two, let's talk about the 20 RoAS. If this campaign's PRIMARY objective is driving New to Brand sales, then do we REALLY think that a 20 RoAS is accurate? I'm going to wave a caution flag here.
(Not to mention that over half of our sales are not NTB for this campaign)
Look, I am all for automation and better targeting, but let's call it what it really is.
This is a glorified auto campaign, NOT a shiny way to move up the funnel and magically unlock insane hidden NTB customers 🪄.
But maybe this will change 🤷♀️