# Why Your Amazon PPC Top of Search ROAS Is a Mirage

Page: https://stenobird.com/podcast/performance-marketing-with-fexingo-paid-ads-roas-and-direct-response-conversations-7871641/why-your-amazon-ppc-top-of-search-roas-is-a-mirage
Text version: https://stenobird.com/podcast/performance-marketing-with-fexingo-paid-ads-roas-and-direct-response-conversations-7871641/why-your-amazon-ppc-top-of-search-roas-is-a-mirage.md
Podcast: [Performance Marketing with Fexingo: Paid Ads, ROAS, and Direct Response Conversations](https://stenobird.com/podcast/performance-marketing-with-fexingo-paid-ads-roas-and-direct-response-conversations-7871641)
Published: 2026-06-10T05:23:27+00:00
Episode link: https://audio.fexingo.com/business/performance-marketing/episode-0042.mp3
Audio file: https://audio.fexingo.com/business/performance-marketing/episode-0042.mp3
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JSON: https://stenobird.com/v1/public/podcasts/performance-marketing-with-fexingo-paid-ads-roas-and-direct-response-conversations-7871641/episodes/why-your-amazon-ppc-top-of-search-roas-is-a-mirage
Duration seconds: 622

## Resource

Lucas and Luna unpack a dangerous illusion in Amazon PPC: the Top of Search placement premium. Many advertisers see a high ROAS on first-page placements and pour more budget there, but they're missing the hidden cannibalization of organic sales and the inflated contribution from brand defenders. Lucas walks through a real campaign where a pet-supply brand saw a 4.5x ROAS on Top of Search, yet total account profitability barely budged when they doubled down. They break down the math of incremental ROAS, the bias in Amazon's attribution model, and a practical fix: splitting campaigns by placement and measuring blended ACOS. No abstract theory—just the numbers that matter for mid-market sellers. #AmazonPPC #TopOfSearch #ROAS #IncrementalSales #Attribution #PlacementMultiplier #Ecommerce #PaidAds #DirectResponse #PerformanceMarketing #FexingoBusiness #BusinessPodcast #Marketing #DigitalAds #ACOS #Cannibalization #OrganicRanking #PetSupplies Keep every episode free: buymeacoffee.com/fexingo

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