What Is a DSP Marketing Platform and the Four Gates Before It
A demand-side platform buys display placements by auction, and it earns a budget only after four gates that start with a market worth $2 million a year.
Joel Turcotte Gaucher
Advertising
Sponsored Display and When the Placement Earns Its Spend
A self-serve display placement earns its spend only after a product has proven its rating, its conversion rate, and its cost of customer acquisition.
Joel Turcotte Gaucher
Advertising
Amazon PPC Campaigns and What Each One Costs by Stage
How many campaigns a product needs is arithmetic, since media and weekly attention both divide, and the ACoS target you hold changes with the stage.
Joel Turcotte Gaucher
Advertising
Amazon Display Ad Checklist Before You Fund a Placement
Display on Amazon buys an audience rather than a search term, so count the five traffic channels and run ten checks before you fund any placement.
Joel Turcotte Gaucher
Advertising
Amazon CPC Ads and How to Score a Bid Before You Raise It
Amazon prices its advertising by the click, so score the evidence behind a term against the margin on the unit before you raise a single bid.
Joel Turcotte Gaucher
Advertising
Amazon Ads DSP Failures Ranked by Cost and Early Signal
Amazon runs a demand side platform for display, and an engagement with it fails in five ways ranked by cost, each carrying an early signal you can read.
Joel Turcotte Gaucher
Advertising
Amazon Ad Formats and Which One Your Product Buys First
Three creative formats carry paid traffic, and the margin your factory set decides which one a product can afford to buy first at each launch phase.
Joel Turcotte Gaucher
Advertising
What Is a Good ROAS on Amazon for Your Margin and Stage
A good ROAS on Amazon is the price divided by what your unit keeps before ad spend, moved by product stage and judged on profit in the first year.
Joel Turcotte Gaucher
Advertising
TACoS Marketing Budgets and Three Ways to Set the Ceiling
TACoS marketing runs the whole advertising budget from one ratio, with a ceiling set by your own margin and a target that moves with product stage.
Joel Turcotte Gaucher
Advertising
Sponsored Brand Videos and the Gates They Have to Clear
A Sponsored Brands video earns its spend only after the market, the product, the validated offer, and the footage each clear a gate you wrote first.
