Marketplace Advertising

Overview

Marketplace advertising (Amazon Sponsored Products, Walmart Connect, eBay Promoted Listings) puts your products in front of shoppers with high purchase intent directly on the platform where they are shopping. Unlike Google/Meta, marketplace ads run within a closed ecosystem — clicks and conversions happen on the marketplace, not your site. The strategic work is campaign structure, keyword harvesting, and bid management. Amazon's native Campaign Manager UI handles most of this without code; automation tools like Perpetua or Sellics add bid optimization rules on top.

When to Use This Skill

• When selling on Amazon and needing a structured campaign setup from scratch
• When ACOS (Advertising Cost of Sale) is above your target and needs systematic optimization
• When running campaigns across multiple marketplaces and needing unified reporting
• When wanting to automate keyword harvesting and bid adjustments without building custom scripts
• When launching a new product and needing an auto-campaign to discover converting search terms

Core Instructions

Step 1: Choose the right advertising management approach