Subscribe to DTC Newsletter - https://dtcnews.link/signup Rob and Clifford from Pilothouse recently attended a large Amazon vendor show, and the word everyone kept bringing up was efficiency. Everyone's looking for their Amazon Ad Spend to be more efficient. This podcast explains how to achieve Amazon Ads efficiency this through deep product listing segmentation: Work with Pilothouse Amazon ➝ https://pilothouse.co As Clifford details: Recently we've been REALLY segmenting keywords hard - we used to mention this as something to do for Sponsored Brand, but we're leaning into it for Sponsored Products as well. I'll lean into the classic example. Let's say we're Nike - selling a new, red and white basketball shoe.Our approach a year ago for sponsored products would have been something along the lines of: Build a generic keyword campaign ('basketball shoes') Build a competitor keyword campaign ('adidas basketball shoes') Build a competitor ASIN campaign Build a branded keyword campaign Build a branded asin campaign If there was some obvious segmentation we may do some ad groups within those campaigns. But we've now evolved that strategy to segment... everything. Instead of a branded keyword campaign - we'd have: Branded generic keywords ("Nike") Branded generic shoe keywords ("Nike shoes") Branded Nike basketball shoe keywords ("Nike basketball shoes") Branded Nike high-top shoe keywords ("Nike high-tops") Branded Nike Color keywords ("Red Nikes") Branded Nike Material keywords ("Polymer Rubber Nikes") So then the next question is... why? Why put in all this effort and time to segment them