In this episode, we dive deep into branded campaigns on Amazon PPC with Mike Danford from Adverio. Many clients run 30–70% of their budget on branded spend, but SQPD works differently — it helps you calculate your real share and spot cannibalization.
We break things into buckets like branded search, product defense, and placements, use dashboards and incrementality scores, and even show tricks like looser targeting to land on competitor pages cheaper.
A quick screenshare later shows how to pull a search term report, clean it up, and optimize spend step by step.
We’ll see you in The PPC Den!
🦡 Highlights
00:00 – Intro
02:16 – Amazon PPC: branded spend cycles
07:22 – Bucket analysis, BI dashboards, and incrementality scores
11:00 – Targeting strategies: competitor pages, broad/auto campaigns, and negatives
17:55 – Controlling branded spend and tapering strategies
24:15 – Measuring results with cannibalization and Search Query Performance
30:12 – Final tips and actionable advice for brands
🦡 Resources & Links
🦡 GET AD BADGER ➡️
Find Michael Erickson Facchin — Ad Badger’s CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertising
Our guest today is Mike Danford. He shares his expertise and guides you through a stampede of solutions for Amazon, Walmart, and Target.
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Host and Executive Producer: Michael Erickson Facchin
Guest Co-Host: Mike Danford
Senior Producer: Nancy Lili Gonzalez
Podcast Coordinator & Graphic Designer: Sofiia Podash
Video and Audio Editor: Pedro Moreno