The 5 traits that decide how hard to push ads ๐ I've run ads for supplement, to
By Andrew Bailiff ยท November 6, 2026 ยท Curated by George's Blog
The 5 traits that decide how hard to push ads ๐
I've run ads for supplement, toy, kitchen, and apparel brands. The category name matters a lot less than these 5 things.
1๏ธโฃ ๐๐ผ๐ป๐๐ฟ๐ถ๐ฏ๐๐๐ถ๐ผ๐ป ๐บ๐ฎ๐ฟ๐ด๐ถ๐ป: profit before overhead, not the net. It sets how much room you have to spend.
2๏ธโฃ ๐๐๐:๐๐ง๐ฉ: what one new customer is worth to the business in 6 to 12 months. That decides what you can pay to get them.
3๏ธโฃ ๐๐ผ๐ป๐๐ถ๐ฑ๐ฒ๐ฟ๐ฎ๐๐ถ๐ผ๐ป ๐๐ถ๐บ๐ฒ: how long from the first search to the purchase. A long journey means staying in front of them the whole way, with retargeting and Sponsored Brands.
4๏ธโฃ ๐ฃ๐ฟ๐ถ๐ฐ๐ฒ ๐ฝ๐ผ๐ถ๐ป๐: on a cheap product, the cheapest listing usually out-converts you. Brand starts to matter more as the price goes up.
5๏ธโฃ ๐๐ผ๐บ๐ฝ๐ฒ๐๐ถ๐๐ถ๐ผ๐ป ๐ฎ๐ป๐ฑ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ ๐น๐ผ๐๐ฎ๐น๐๐: how crowded the category is, and how much trust you've already built off Amazon.
โ ๐ง๐ต๐ฒ ๐ฐ๐ผ๐บ๐บ๐ผ๐ป ๐๐ฒ๐๐๐ฝ: one target ACOS for every product
โ ๐ ๐ถ๐ป๐ฒ: a target for each product, set by its margin and LTV
Margin and LTV are what give you room to go after more expensive customers.