Performance Marketing with Fexingo: Paid Ads, ROAS, and Direct Response Conversations

Episode 57 breaks down a overlooked Amazon PPC setting that silently kills ROAS: dynamic bids down only. Lucas explains why this bid strategy turns your campaigns into a traffic-restricting machine, using a real example of a $50,000 monthly ad spend client who lost 20% ROAS overnight after switching to down only. Luna pushes back on the common rationale, and they walk through what the actual data...

Episode 56 of Performance Marketing with Fexingo. Lucas and Luna uncover a hidden ROAS drain that hits sellers who use Brand Registry on Amazon. Most sellers think Brand Registry protects their listings—but the same tool can suppress your own sponsored brand ad placements, inflating your ACoS by 20 percent or more. Lucas explains how the 'brand name match' logic inside Amazon's ad engine creates a...

Episode 55 of Performance Marketing with Fexingo digs into ad fatigue on Amazon PPC—a silent ROAS killer most sellers overlook. Lucas and Luna break down how repeated exposure to the same creative drives click-through rates down and cost-per-click up, using real data from a mid-six-figure brand that saw CPCs rise 22% over 90 days. They explain the frequency ceiling, how to detect fatigue in your c...

Episode 54 of Performance Marketing with Fexingo reveals a hidden ROAS killer: the bid multiplier blind spot. Most advertisers set multipliers for placement (top of search, product pages) but forget to adjust base bids accordingly, causing severe overpayment or under-delivery. Lucas and Luna break down the math using a real example—a $1 base bid with a 900% top-of-search multiplier—and explain why...

In episode 53 of Performance Marketing with Fexingo, Lucas and Luna expose a costly blind spot in Amazon Sponsored Display campaigns: the default 'audiences' targeting option that cannibalizes ROAS by serving ads to viewers who already converted. They walk through a real-world case from a supplements brand that saw a 12% ROAS lift after switching to 'views retargeting' only. Plus, they share a sim...

Lucas and Luna break down a subtle Amazon PPC cost that most sellers miss: the organic rank subsidy, where your own ad clicks inflate your listing's organic placement, then you pay for that same placement again via sponsored ads. Lucas walks through how one seller in the portable blender category saw their organic keyword rank jump from page 3 to page 1 after a 30-day aggressive Sponsored Product...

Episode 51 of Performance Marketing with Fexingo dives into a neglected Amazon PPC tactic: the bid staircase. Lucas explains how most sellers use a single flat bid or a top-of-search adjustment, missing the opportunity to set different bids for each ad placement tier—top of search, rest of search, and product pages. He walks through a real example from a kitchen-gadget brand that dropped ACOS from...

In this episode of Performance Marketing with Fexingo, Lucas and Luna dive deep into the hidden ROAS distortion caused by Amazon's default attribution window of 14 days for clicks and 7 days for views. They explain how this window mismatch inflates ROAS for products with longer consideration cycles, like furniture or electronics, while penalizing impulse buys. Using the example of a mattress brand...

Lucas and Luna dive into a hidden profit leak in Amazon PPC: the bid reconciliation gap. When Amazon runs a modified bid on your behalf—due to placement multipliers, dayparting adjustments, or portfolio bid changes—the actual cost per click often diverges from what you set in the campaign manager. Lucas explains how a 15% difference between intended and charged bids can quietly erode ROAS by 200–4...

Lucas and Luna explore why most advertisers' negative keyword lists on Amazon are dangerously thin. They walk through a real example: an electronics accessory seller who drained $14,000 on irrelevant traffic because they only excluded obvious terms. The hosts explain how to run a search term report with specific filters, how to identify 'false positives' that look relevant but convert at sub-5 per...

In this episode, Lucas and Luna dissect Google Ads' push toward broad match keywords and the hidden ROAS erosion it causes. Lucas explains how broad match's expanded targeting inflates impression share and click-through rates while diluting conversion quality, using a specific example of a mid-market DTC brand that saw its cost per acquisition jump 40 percent after switching from phrase match. Lun...

Lucas and Luna dive into a little-known Amazon PPC pitfall: bid stacking. When you layer a bid adjustment, a placement multiplier, and a dynamic bid strategy on the same keyword, the math doesn't always work in your favor. Lucas walks through a concrete example: a $1.00 base bid with a 50% top-of-search multiplier and a dynamic bid 'up only' setting can result in a $3.00 effective bid — and that's...

Episode 45 of Performance Marketing with Fexingo dives into a costly blind spot in Amazon PPC: nearly every seller tests keywords and bids, but almost no one systematically split-tests ad creative within Sponsored Brands and Sponsored Display. Lucas and Luna walk through a concrete example — a Bluetooth speaker brand that ran identical campaigns with two different headline images and saw a 34 perc...

Lucas and Luna dive into a critical but often overlooked metric in Amazon PPC: the ROAS floor. Most advertisers chase high ROAS without knowing the minimum return they need to break even or hit profit targets. Using a concrete example of a $15 product with 30% margin, Lucas explains how to calculate your personal ROAS floor based on COGS, Amazon fees, and ad spend. They discuss why a 4.0 ROAS migh...

Amazon Prime Day is coming, and most sellers are doing the same thing: cranking up bids and hoping for the best. But there is a bid adjustment strategy hiding in plain sight that almost nobody uses—the placement multiplier for Sponsored Brands. In this episode, Lucas and Luna dig into why the default top-of-search multiplier is a blunt instrument and how a tiered placement strategy can improve ROA...

Lucas and Luna unpack a dangerous illusion in Amazon PPC: the Top of Search placement premium. Many advertisers see a high ROAS on first-page placements and pour more budget there, but they're missing the hidden cannibalization of organic sales and the inflated contribution from brand defenders. Lucas walks through a real campaign where a pet-supply brand saw a 4.5x ROAS on Top of Search, yet tota...

Episode 41 of Performance Marketing with Fexingo tackles a costly but overlooked mistake: running the same ad creative on Amazon and Meta. Lucas and Luna break down why an asset that crushes on Facebook can tank ROAS on Amazon, and vice versa. Using a real case from a DTC supplement brand that spent $40k on identical video creatives across both platforms, they trace how platform behavior — scroll...

Episode 40 digs into a specific performance-marketing blind spot: the incremental ROAS lift most advertisers miss when they treat TikTok as a brand channel instead of a direct-response engine. Lucas and Luna walk through actual campaign data from a mid-six-figure DTC brand — 3.2x blended ROAS, but 1.1x on TikTok. The fix? A three-variable test structure that separates platform effect from creative...

Lucas and Luna uncover a silent ROAS killer inside Amazon PPC: the campaign-level dynamic bidding setting that Amazon quietly defaults to 'down only' on certain new campaigns. Lucas explains how Amazon's 'dynamic bids down only' logic actually over-adjusts on high-converting placements, leaving advertisers paying more for traffic that would have converted anyway. Luna brings data showing a 15-year...

Episode 38 of Performance Marketing with Fexingo dives into the costly trap of competitor brand bidding. Lucas and Luna reveal how bidding on rival brand terms often drains ROAS, citing a DTC skincare case where the tactic generated a 2.1 ROAS versus 6.8 on branded terms. They walk through the data: high click-through rates but abysmal conversion rates, inflated cost-per-click, and the hidden prob...

Episode 37 dives into Total Advertising Cost of Sale (TACoS) on Amazon—a metric most sellers misunderstand. Lucas explains why a 'good' ACOS can hide a dangerous TACoS, using the example of a seller who spends $50,000 on ads to drive $200,000 in sales but sees organic revenue flatline. Luna shares data from an agency client whose TACoS jumped from 12% to 18% over six months despite stable ACOS. Th...

Lucas and Luna break down why defending your brand terms on Amazon PPC is harder than it looks, and how one mid-market CPG brand reduced cost-per-click by 22% while holding 94% impression share against competitors. They explain the difference between brand defense and brand conquesting, why your own brand terms are an auction you can't afford to ignore, and a simple script to check if your campaig...

Episode 35 unpacks a quiet but costly dynamic in Amazon advertising: the structural advantage large retailers and brand owners have in Amazon's real-time bidding auction. Lucas and Luna walk through how a brand with deeper pockets can bid higher on the same keyword, push smaller sellers into inefficient ad placements, and inflate ACoS across the category. They explain Amazon's 'second-price auctio...

Episode 34 of Performance Marketing with Fexingo. Lucas and Luna uncover a hidden ROAS drain in Amazon PPC Sponsored Brands campaigns. They walk through a specific case: a kitchen-gadget brand spending $120,000 a month on Sponsored Brands, only to find 31% of that budget was going to existing customers — thanks to Amazon's default 'any audience' setting. They explain how to audit the 'new-to-brand...

Lucas and Luna dig into a silent ROAS killer on Amazon: the ad placement multiplier. Most sellers set a flat percentage for top-of-search or product page bids, but Lucas explains why Amazon's algorithm dynamically adjusts those multipliers based on placement-level conversion rates. He walks through a concrete example showing how a 50% top-of-search modifier can actually cost you 80% more per click...