Destaney Wishon is the Co-founder and CEO of BetterAMS, an advertising services firm that helps brands increase their advertising sales on Amazon. She started at BetterAMS as an Account Executive, where she provided perspective on new industry standards for brands’ eCommerce strategies. Destaney is passionate about providing in-depth, strategic recommendations on sponsored products, brands, and displays, and DSP. As an Amazon advertising thought leader, she has spoken in over 9,000 podcasts and events. In this episode… Amazon Advertising has become costly, and brands are struggling to allocate their budgets and optimize campaigns to drive conversions. So, what metrics should you consider when structuring your advertising campaigns to maximize return-on-ad-spend (ROAS)?  Amazon Ads expert Destaney Wishon advises against leveraging metrics like Amazon’s new-to-brand and recommends analyzing search term reports instead. This metric provides accurate conversion and loyalty rates by enabling you to view and distinguish between branded and non-branded searches. Destaney also utilizes cost-per-click (CPC) and ROAS to assess and categorize each campaign.  In this episode of The Digital Deep Dive, Aaron Conant speaks with Destaney Wishon, Co-founder and CEO of BetterAMS, about Amazon Advertising campaigns. Destaney also discusses how brands should structure their advertising budgets, how to leverage external marketing campaigns to drive traffic to Amazon, and the common mistakes brands make when maximizing conversions.