Is Your Brand Memorable? Amazon Data Can Tell You [The PPC Den Podcast]

The Badger here.

I love a low ACoS. This week’s guest has a smart reason to double-check it.

Today Mike is joined by Duncan Snowden, co-founder of Palace Project, the agency obsessed by effectiveness. Duncan has spent more than 20 years building brands for Google, YouTube, PlayStation, Samsung, Volkswagen and LVMH. His superpower, in his own words: outsmart when you can’t outspend.

His warning for Amazon sellers: a really low ACoS often means Amazon is taking credit for a sale that was coming your way anyway. Customers aren’t loyal. Algorithms shift. If nobody remembers your brand, there’s no moat. You’re just renting space on Amazon.

This one is different. No bulk files. No bid math. Mike and Duncan talk about what happens before the search: memory structures, distinctive assets, share of voice, and the three things TV does for your PPC.

Don’t worry, there’s plenty of Amazon in it too. Duncan checks brand search share in Brand Registry to see how well a brand is remembered, uses ASIN-level data to decide which products deserve budget, and tells clients he won’t chase the lowest ROAS. He also admits he wasn’t running single keyword campaigns or search term impression share reports until he started using Ad Badger. I’m blushing.

Also covered: peas on toast. Mike still doesn’t get it.

Ad Badger Pro Tip: Check what share of your sales comes from branded searches. That’s how well shoppers remember you. Track it monthly and watch it grow.

We’ll see you in The PPC Den!