Seven weekly numbers, cost of customer acquisition by channel, conversion rate, stage ACoS, organic share, return rate, Buy Box, and inventory cover in weeks.
Joel Turcotte Gaucher
Working with Agencies
KPI benchmarks for Amazon PPC agencies
Ignore published ACoS averages. Benchmark against yourself, cost of customer acquisition trend, ACoS against a stage target, and organic share of revenue.
Joel Turcotte Gaucher
Working with Agencies
Is full service Amazon management worth it for a single SKU
Above about $10,000 a month in revenue on a validated SKU, an $800 fee buys back profit or time. Below it, take the free audit and execute yourself.
Joel Turcotte Gaucher
Working with Agencies
How to vet Amazon PPC agencies
Ask for two ACoS targets, launch and twelve months in, each with a reason. One number for both stages is the fastest disqualifier. Then check caseload.
Joel Turcotte Gaucher
Working with Agencies
How to test an Amazon agency with a pilot project
Run 90 days on one or two products with success and kill criteria written before day one. Judge diagnosis at week two, speed at week six, numbers at day 90.
Joel Turcotte Gaucher
Working with Agencies
How to structure bonuses tied to Amazon revenue
Never bonus on revenue, since your ad budget can buy it. Tie the bonus to contribution margin after ad spend or to cost of customer acquisition at held volume.
Joel Turcotte Gaucher
Working with Agencies
How to spot shady Amazon audit offers
A real audit names one number specific to your account and something to kill. Generic findings, urgency, and credential requests mark a sales deck.
Joel Turcotte Gaucher
Working with Agencies
How to migrate campaigns between Amazon agencies
Campaigns stay in your account, so nothing migrates. Export structure, bid logic, negatives, and search term history before notice, then freeze two weeks.
Joel Turcotte Gaucher
Working with Agencies
How to handle Brand Registry and catalog during switch
Confirm you are the registered brand owner, swap the agency user role, export the catalog, and freeze edits for two weeks. Nothing in Registry should transfer.
Joel Turcotte Gaucher
Working with Agencies
How to evaluate Amazon PPC agencies
Score five things, ACoS targets by stage, cost of customer acquisition over ACoS, conversion diagnosis, accounts per specialist, and written commitments.
