Pros and Cons of vCPM in Amazon Advertising  [The PPC Den Podcast]

Today, Elizabeth Greene and I dove into one of the most misunderstood topics in Amazon advertising — vCPM in Sponsored Brands campaigns. Mike still hears people say how great the low ACOS looks for vCPM, but we broke down why that can be misleading.

We talked about the difference between CPC and vCPM, how attribution works (clicks vs views), and how ACOS is calculated depending on what data source you’re looking at — ad console, bulk files, API, or AMC. We also discussed when vCPM actually makes sense and when it doesn’t. 

Spoiler ⚠️: don’t use it for brand defense.

We walked through how vCPM can become cheaper than CPC if your CTR is high enough, the creative and retargeting advantages it can offer, and why Mike sees less than 5% of ad budgets going to vCPM even in his best accounts.

If you’ve ever been confused about why you can’t switch from vCPM to CPC, or how to measure true performance in SB campaigns  this episode is for you.

We’ll see you in The PPC Den!