[Case Study] Meta Andromeda Ads vs Amazon Ads: Who Wins?

In this episode of the Perpetual Traffic podcast, Ralph Burns and John Moran discuss MediaMix strategies for businesses, emphasizing the importance of understanding which marketing channels drive business growth, including Amazon, which accounts for a significant portion of e-commerce sales. They highlight the challenges of siloed channel management and advocate for a holistic view using tools like CAPI imports and Tier 11 Data Suite to track traffic origination, initial interaction, and final conversion. Using a case study from a large e-commerce advertiser, they illustrate how to analyze data to allocate marketing resources effectively, considering the impact of Amazon Vendor Central, Seller Central, and the significance of contribution versus attribution. The speakers also answer listener questions about Google Ads strategies, feeder strategies, and campaign management, offering actionable insights for optimizing marketing efforts across various platforms.

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Perpetual Traffic

Introduction to MediaMix Analysis for E-commerce Businesses

The Importance of Clean Data and Overcoming Siloed Marketing Approaches

Reframing Digital Marketing: Business Metrics and Channel Mix

Analyzing Key Metrics: Ad Spend, Orders, and NCAC

Vendor Central, Ad Spend, and Incremental Growth

Incremental NCAC, Amazon's Influence, and Media Efficiency

Blended NCAC, Customer Acquisition, and Contribution vs. Attribution

Before and After: Measuring Performance and Time Lag

Addressing Audience Questions: Exact Match, Feeder Strategies, and Consulting

Campaign Updates, PMAX Strategies, and TROAS

TROAS, Resellers, and MAP Pricing

Budget Splits, Lead Generation, and Ad Management

[Case Study] Meta Andromeda Ads vs Amazon Ads: Who Wins?

Perpetual Traffic

00:00Introduction to MediaMix Analysis for E-commerce Businesses

Introduction to MediaMix Analysis for E-commerce Businesses

02:58The Importance of Clean Data and Overcoming Siloed Marketing Approaches

The Importance of Clean Data and Overcoming Siloed Marketing Approaches

07:51Reframing Digital Marketing: Business Metrics and Channel Mix

Reframing Digital Marketing: Business Metrics and Channel Mix

13:36Analyzing Key Metrics: Ad Spend, Orders, and NCAC

Analyzing Key Metrics: Ad Spend, Orders, and NCAC

19:31Vendor Central, Ad Spend, and Incremental Growth

Vendor Central, Ad Spend, and Incremental Growth

27:18Incremental NCAC, Amazon's Influence, and Media Efficiency

Incremental NCAC, Amazon's Influence, and Media Efficiency

34:14Blended NCAC, Customer Acquisition, and Contribution vs. Attribution

Blended NCAC, Customer Acquisition, and Contribution vs. Attribution

41:20Before and After: Measuring Performance and Time Lag

Before and After: Measuring Performance and Time Lag

45:56Addressing Audience Questions: Exact Match, Feeder Strategies, and Consulting

Addressing Audience Questions: Exact Match, Feeder Strategies, and Consulting

51:11Campaign Updates, PMAX Strategies, and TROAS

Campaign Updates, PMAX Strategies, and TROAS

55:00TROAS, Resellers, and MAP Pricing

TROAS, Resellers, and MAP Pricing

1:00:04Budget Splits, Lead Generation, and Ad Management

Budget Splits, Lead Generation, and Ad Management