Episode summary
Carly McMillen explains why Amazon PPC optimization starts with profit, using contribution margin to set a target ACoS. The episode covers launch budgets and cash flow, when brand defense ads make sense, negative keyword best practices, and when to lower bids instead of negating. It also gets into Amazon Marketing Cloud (AMC) attribution, prebuilt versus custom AMC audiences, and placement bid strategy.
Episode details
- Guest: Carly McMillen
- Host: Noah Wickham
- Published on YouTube: August 28, 2026
- Length: 26:55
- Watch on YouTube: https://www.youtube.com/watch?v=77CfOEzoW1k