Campaigns should not mix all goals. Discovery campaigns find keywords, ranking campaigns push proven terms, defence protects brand demand and competitor campaigns test conquesting.
Marketplace Ad Structure referenceDefinitions, decision points and weekly checkpoints.
18%CM2+37%DRRLowRisk
AmazonPractical Guide
What sellers should know.
This page is written for ecommerce teams that need clear decisions, not surface-level definitions.
Budget should shift from broad learning to profitable exact terms as data improves.
ACoS should be read with TACOS and CM2, because a low ACoS campaign can still be less useful than a campaign that lifts total sales profitably.
Apex reviews search terms, SKU contribution, stock cover and campaign purpose together.
Action checklist
Use this as a quick review before changing budgets, inventory, pricing or channel strategy.
✓Separate campaign goals
✓Harvest search terms
✓Check CM2
✓Avoid scaling out-of-stock SKUs
When to review
Review this weekly when revenue, ad spend, stock, returns or marketplace fees are changing.
Common mistake
The biggest mistake is reading this metric alone without checking contribution, inventory and customer behaviour.
Apex support
Apex connects this with catalog, ads, analytics, marketplace operations and profitability planning.
Next step
Use a related calculator, then speak with Apex for a practical growth audit.
Apply This
Turn This Into ActionNeed help applying this to your ecommerce business?
Apex can convert the guide into a SKU, platform, ads, inventory or profitability action plan.
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