Marketplaces: How to Optimise Your Amazon Ads for Maximum Profit and Traffic with George Meressa, Clear Ads (episode 273)
by Chloe ThomasGeorge Meressa is the CEO and Founder at Clear Ads, an expert Amazon Advertising Agency. Founded in 2011, they’ve helped 100s of brands from around the world increase their Amazon sales.
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Dive in:
[05:04] Amazon Fees Impact Sellers’ Profits
[06:41] Amazon’s Key Focus: Conversion Rate
[12:39] Efficient Amazon Product Research
[15:47] Optimizing Sponsored Brand Ads
[18:13] Monitor Sales and Competitor Trends
[20:41] “Optimizing Sales with DSP Advertising”
[25:29] Insider Tips from George!
The 4 Levels of Amazon Ads
George breaks Amazon ads into four simple levels.
- Level 1 is brand registry and exact-match keywords — the foundation every seller needs.
- Level 2 adds auto campaigns to find new keywords and scale what works.
- Level 3 introduces sponsored brand ads and defensive tactics to block competitors.
- Level 4 is DSP, Amazon’s programmatic ads, which let you reach new audiences at scale but require bigger budgets.
Follow this roadmap step by step to grow your sales with less wasted spend.
Conversion Rate is the Real King
Amazon doesn’t just care about clicks. They make money when people buy, so conversion rate is the most important metric. A low conversion rate will hurt your ads, even if you’re spending a lot. Stock levels, delivery speed, and reviews all impact it. Keep improving these areas to win more sales and keep Amazon’s algorithm on your side.
Outsmart Competitors with ASIN Targeting
You don’t have to win only through search keywords. With ASIN targeting, you can place ads directly on competitor product pages. If their reviews are weak or prices are high, your product becomes the better choice. This strategy lets you “steal” sales from people already shopping for similar items. It’s a clever way to get ahead in crowded categories.
Takeaways:
- The Amazon ads game keeps evolving—conversion rate is now king! Success isn’t just about showing up, it’s about winning the click and the purchase. Don’t get lazy: keep optimizing your conversion rate to stay on top and outpace the competition.
- Launching your first Amazon ads? Start with brand registry—not just to protect your name, but to unlock powerful analytics gold. Real data > guesswork. Give your campaigns a running start with insight, not just ad spend.
- Rethink “set it and forget it.” Amazon is always shifting what appears at the top of the page, so don’t just watch numbers—search the platform, investigate the landscape, and react fast. Culture is as much about agility as analysis.
- Don’t chase every shiny tool. New ad features arrive weekly, but focus is key: sponsored product ads, exact-match keywords, and clever targeting will beat scattergun tactics every time. Smart, simple strategies scale culture and sales.
- Collaboration beats gurus every time. Skip the Lambo influencers and connect with real Amazon sellers. Authentic peer learning and honest conversations set the tone for a culture of genuine growth, not overnight hacks.
Listen to hear George’s Insider Tips on Marketplaces!
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