Projects

Year-over-Year Growth via Full-Funnel Restructuring

Drove year-over-year growth by restructuring the Amazon Ads funnel to focus on incremental demand, efficiency at scale, and long-term rank signals — not short-term ROAS inflation.

• SQPR-led market analysis to identify scalable non-branded demand
• Reduced over-dependence on branded spend
• Reallocated budgets toward rank-driving and NTB keywords
• Custom reporting to isolate waste and improve incrementality
• Improved NTB contribution without sacrificing TACoS discipline

YoY comparison from Seller Central showing growth driven by full-funnel strategy restructuring.

SQPR → Funnel Mapping

Built funnel structure directly from SQPR performance signals. High CVR keywords were treated as Purchase Intent, while high-CTR, lower-CVR keywords were classified as Consideration. This removed guesswork from campaign design and allowed budgets to be allocated by intent, not volume.

AMC Measurement: Keyword-Level New-to-Brand Attribution

Built a custom AMC query to attribute New-to-Brand (NTB) orders and sales at the keyword and match-type level — enabling acquisition analysis not available in Amazon’s native reporting.

• Custom SQL in AMC Query Editor to isolate NTB orders and sales
• Mapped NTB performance by search term, keyword, and match type
• Identified high-acquisition keywords vs repeat/loyalty-heavy terms
• Justified higher TACoS where acquisition was incremental
• Reallocated budget away from low-incrementality keywords despite strong ROAS

AMC Query Editor output — keyword-level New-to-Brand attribution (custom query).

Branded vs Generic Spend Control

Built reporting to separate branded, generic, competitor, and target traffic, reducing ROAS inflation and reallocating spend to incremental demand capture.