Operating module 03
Marketplace Growth & Advertising
Advertising run against contribution margin rather than raw revenue — campaign architecture, bid and keyword management, and the organic effect that paid activity is supposed to produce.
Amazon Seller Central · Amazon Vendor Central · Flipkart
Beat 01 · The problem
Ad spend that grows revenue and shrinks profit
- ROAS looks healthy while contribution margin quietly falls
- Broad match campaigns bleed spend into terms that never convert
- Campaigns advertise SKUs that are about to go out of stock
- Nobody can say which sales were incremental and which were already yours
- Bids are changed on instinct, with no record of what was tried
Advertising is the easiest place in a marketplace business to spend more and earn less, because the top-line number keeps going up while you do it.
Beat 02 · Scope
What Praxintel operates
- Campaign architecture and match-type isolationMarketplace Growth
- Sponsored Products campaign managementMarketplace Growth
- Sponsored Brands and Brand Video executionMarketplace Growth
- Sponsored Display and retargetingMarketplace Growth
- Bid management and placement modifier tuningMarketplace Growth
- Search-term harvesting and negative keyword isolationMarketplace Growth
- Budget pacing and daypartingMarketplace Growth
- TACOS and contribution-margin targetingMargin Intelligence
- Organic halo and rank-defence campaignsMarketplace Growth
- Advertising coordination with inventory coverOperations
- Flipkart advertising managementMarketplace Growth
- New product launch and ranking campaignsMarketplace Growth
Outside this scope
- Off-marketplace paid media — Google, Meta and programmatic
- Advertising spend itself, which is billed to you directly by the marketplace
- Guaranteed rankings or guaranteed return on ad spend
Beat 03 · Execution
How the work actually runs
Account and margin baseline
Before any bid changes, we establish per-SKU contribution margin. Without it, advertising decisions are being made against revenue, which is how profitable accounts get optimised into unprofitable ones.
- Owner
- PPC Lead with Finance Analyst
- Cadence
- At onboarding, then monthly
Structure rebuild
Campaigns are rebuilt so match types are isolated and every keyword has one clear home. Nothing can be measured in an account where the same term competes with itself in four places.
- Owner
- PPC Specialist
- Cadence
- At onboarding
Bid and search-term cycle
Search-term reports are harvested, converting terms promoted to exact, non-converting terms negated, and bids adjusted against the margin target. Every change is logged with its rationale.
- Owner
- PPC Specialist
- Cadence
- Weekly, with daily budget checks
Inventory-aware throttling
Campaigns are throttled against inventory cover so spend never pushes a SKU into a stockout — the single most expensive mistake in marketplace advertising.
- Owner
- PPC Specialist with Inventory Analyst
- Cadence
- On signal
Governed by Marketplace Growth · Margin Intelligence · Next-Best Decisions
Beat 04 · Visibility
What you get to look at
- Spend, sales and TACOS trend with organic and paid split out
- Search-term decisions log — what was promoted, what was negated, and why
- Campaign-level contribution margin, not just ROAS
- Bid change history with the reasoning attached to each
- Command Center views
- Growth · Advertising · Margin
- Cadence
- Live spend, weekly optimisation pulse
Beat 05 · Measurement
What gets measured
- TACOS
- Total advertising cost of sale — ad spend as a share of total sales, paid and organic combined. The number that tells you whether advertising is buying growth or renting it.
- Reported in Command Center
- Contribution margin after ad spend
- Revenue less landed cost, marketplace fees and advertising, at SKU level.
- Reported in Monthly Business Review
- Organic share of sales
- Proportion of sales arriving without paid attribution — the honest test of whether advertising is building durable rank.
- Reported in Command Center
- Wasted spend
- Spend on search terms with no conversions in the reporting window, tracked so it trends down rather than being rediscovered each quarter.
- Reported in Weekly Execution Pulse
Channels covered
- Amazon Seller Central
- Amazon Vendor Central
- Flipkart
Beat 06 · What happens next
Find out what your advertising is really costing
We review your campaign structure, search-term waste and spend against margin, and show you where the account is buying sales you would have made anyway.
Verified credential
An Amazon Ads Verified Partner, running advertising as an operation — not a campaign.
Praxintel builds and manages Amazon PPC for sellers whose catalogues are too large and margins too tight for guesswork. Campaign architecture is rebuilt so match types are isolated and every keyword has one clear home — nothing can be measured in an account where the same term competes with itself in four places.
Search terms are harvested on a weekly cycle: converting terms promoted to exact, non-converting terms negated, bids moved against contribution margin rather than raw revenue. Spend is coordinated with inventory cover, so advertising never pushes a SKU toward a stockout — the most expensive mistake in marketplace advertising.
Every bid change is logged with its reasoning, and performance is reviewed continuously rather than reported monthly. You see which terms were promoted, which were negated, and what each decision did.
Advertising spend is billed directly by the marketplace and remains separate from Praxintel service fees. We make no claims of guaranteed rankings, sales or return on ad spend.
Ready to see whatyour marketplace operation is really doing?
Start with a marketplace audit. We review catalogue health, advertising efficiency, account health and operational gaps, then walk you through what we found — whether or not you work with us.