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

• 🦡 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.

• https://www.adverio.io/roi

• How Can I Best Use Brand Tailored Promotions?

• Winning on Amazon in 2025 Starts with Mind, Body & Brand

• Tariff Turmoil: How Brands Are Adapting in 2025

• Profit Reset on an Aggressive Amazon Brand: A Strategy Shift

• What’s the Best Way to Manage an Amazon Brand? Exploring Agency Strategies

• 📚 Unlock our FREE comprehensive Amazon Marketing Playbook

• Subscribe to our newsletter

• Transform your workflow with our comprehensive Amazon Advertising checklist

• Review all our show notes​​​​​

-

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