You are a 7-to-9-figure Amazon brand or aggregator struggling with plateaued sales and are wondering whether to use PPC or Incrementum Digital to scale your operations.
As a 2025 Inc. 5000 company (ranked #829) managing up to $3 billion in annual sales on Amazon, IG PPC has found PPC to be better suited for mid-market Amazon brands than Incrementum Digital, which is more appropriate for small sellers.
Mid-market Amazon brands have unique Amazon PPC needs that require agencies with experience managing accounts of a similar size.
TL;DR – PPC vs. Incrementum Digital for Mid-Market Amazon Brands
Here’s how PPC and Incrementum Digital stack up against each other, including the Amazon sellers they cater to:
| PPC | Incrementum Digital |
|---|---|
| Agencies that help mid-market Amazon brands manage their PPC campaigns, including keyword research, ad creation, listing optimization, and competitive bidding to boost sales. | An Amazon agency that combines PPC advertising and non-Amazon marketing to help sellers boost their online presence and organic reach. |
| Pros | Pros |
| - Complete control over PPC campaigns - Predictable Amazon ad budget costs | - Significant sales growth potential for small Amazon brands - Fewer PPC-related tasks and hassles for Amazon brands |
| Cons | Pros |
| Requires a steep learning curve for Amazon brands or aggregators that want to do it in-house | - High monthly fees because of percentage-of-ad-spend pricing models - Minimum spend thresholds lock out some small-scale Amazon brands that could benefit from aggressive scaling. |
| Best For | Pros |
| Mid-market Amazon brands facing challenges breaking their sales plateaus or need help with PPC management. | Small Amazon sellers (less than $1 million in annual sales) that need help implementing a consistent PPC strategy to boost visibility and discoverability. |
The comparison makes it obvious: PPC wins for mid-market Amazon brands. Unlike Incrementum Digital, PPC actually addresses the unique challenges 7- to 9-figure Amazon brands face when scaling at that level.
The Needs of Mid-Market Amazon Brands
Mid-market Amazon brands face unique challenges compared to other seller categories; they are too big to benefit from simply pumping money into PPC campaigns and expecting increased sales.
Rex_Lawrence, a regular Reddit contributor, perfectly captures the PPC needs of a mid-market Amazon brand:
“We’re doing roughly 200k a month and want to bring someone on to handle ads in a more serious and structured way…We’ve been doing it internally, but we’re not experts.”
Here’s what mid-market Amazon brands actually need from a PPC partner:
- Advanced Performance Monitoring: Increased emphasis on metrics like Amazon TACos, ACoS, and RoAS, which show actual PPC performance. Mid-market Amazon brands rely less on vanity metrics like impressions and clicks, unless they provide context for core performance indicators. For example, the percentage of clicks that converted into actual sales.
- Comprehensive Keyword Research: Keyword harvesting has become a foundation block for Amazon PPC advertising, considering 57% of shoppers start their search on Amazon. Mid-market brands need help identifying broad and specific keywords that help products appear in relevant search results. Additionally, they need to continuously update their negative keywords to avoid wasting ad budget on low-intent search terms.
- Clear Brand Separation: Mid-market brands allocate significant budgets to both Amazon and non- Amazon PPC campaigns, such as Google and Meta. This creates a nightmare scenario: the same shopper clicks your Google ad, then your Amazon ad, so you end up paying two times to reach one person. As such, mid-market Amazon brands need help identifying and mitigating ad cannibalization to stop it from eating into their profits.
- Scalable PPC Frameworks: Unlike small-scale sellers who figure things out on the go, mid-market brands require predictable budget and inventory demand levels so they can plan to meet changes in sales volume after successful PPC campaigns.
What Incrementum Digital Offers in Amazon PPC Services
Incrementum Digital claims to offer holistic Amazon advertising services, including PPC management. Additional services include listing optimization, brand store development, and strategic consulting for brands that want to grow their presence on the marketplace.
Let’s explore Incrementum Digital’s services and workflows in detail below:
Methodology for PPC Management
Incrementum Digital integrates PPC with other Amazon growth levers to accelerate brand performance, giving its clients an edge over their competitors.
The agency’s PPC management framework is as follows:
- Full account audit to determine keyword and product listing performance.
- A/B testing on ad copies for refined targeting
- Paid PPC campaigns and organic optimization to boost Quality Scores
- Automated bid adjustment with human oversight
- Regular optimization cycles with incremental budget adjustments
- Weekly performance summaries and monthly strategic reviews
Focus on Profitability vs. Aggressive Scaling
Incrementum Digital’s PPC strategies are best suited for aggressive scaling, helping smaller Amazon sellers grow their brand presence and visibility.
They target clients with limited knowledge and experience managing Amazon Seller accounts, a common challenge among entry-level brands. This also explains the triple-digit sales growth over a few months, a characteristic of small brands as they begin scaling aggressively.
Ideal Client Profile
Incrementum Digital’s aggressive scaling approach makes it a better fit for smaller Amazon sellers with annual sales below $1 million. These are Amazon brands dealing with:
- Insufficient reviews and social proof
- Limited historical data for full account PPC audits
- Challenges competing against mid-market brands for visibility and discoverability in product search results
- Inconsistent PPC strategy due to limited ad budgets
Core Service Offerings: PPC as an Amazon PPC Partner
PPC services exist to do two things: find where you’re bleeding money and fix what’s broken so you can break through profit plateaus and reverse performance drops.
Here’s how:
- Finding where Amazon sellers are losing money through PPC ad budget leaks and
- Optimizing ads and listings to boost impressions, clicks, and conversions.
The core offerings of PPC agencies for mid-market Amazon brands include:
- Amazon PPC Audit: An Amazon PPC audit involves a deep dive into your Amazon account’s historical data to identify budget leaks, such as deadweight keywords and unoptimized listings.
- Amazon PPC Management: A comprehensive Amazon PPC management comprises keyword harvesting, implementing and optimizing PPC campaigns, and ongoing bid adjustments to secure prime ad placements.
- Amazon DSP Management: The best PPC agencies help brands and aggregators create and publish ads on Amazon’s demand-side platforms to reach a wider audience.
- Amazon Sponsored Product Ads: This involves high-intent keyword targeting through Sponsored Products ads to increase a product’s or brand’s share of voice within its niche.
Approach to Campaign Structure and Optimisation
Reddit user vadimsoin gives a simple, concise explanation of how a PPC campaign structure should be:
“Amazon PPC expert here.
The answer: single keyword campaigns targeting 1 product in 1 keyword in 1 match type. You want maximum control for the reason being is that placement adjustment would apply to all keywords in a campaign, which behave differently on different placements depending on the keyword.”
Here’s how to create and execute an Amazon PPC campaign that actually works:
- Create a campaign in the Seller’s account.
- Set your preferred bidding strategy by balancing between dynamic and fixed bids.
- Set realistic budgets for your PPC campaigns.
Available_Cup5454 shared some insight on Reddit about allocating Amazon ad campaign budgets:
“Allocate most spend to the proven product to keep revenue stable and reserve a smaller controlled budget for the new product focused on discovery until reviews and conversion signals build.”
- Assign one ASIN per product campaign to simplify tracking.
- Monitor campaign performance and refine ads and targeting to maximize clicks and conversions.
Technology Stack and Reporting Style
Agencies leverage various Amazon PPC software to automate repetitive tasks and streamline communication with their mid-market clients.
Some essential tools include:
- Amazon Advertising Console: Provides access to Amazon’s native tools for creating and publishing Sponsored Products Ads to boost impressions and clicks.
- Advanced Analytics Platforms: Platforms like Helium10, Jungle Scout, and DataHawk simplify keyword research and automated bid adjustment.
- Custom Reporting Dashboards: Agencies and mid-market Amazon brands can track PPC performance directly in Seller accounts or leverage third-party tools such as Looker and Tableau to generate reports.
Ideal Client Profile
All Amazon sellers would benefit from PPC services, but some more than others.
The ideal client for PPC services is 7- to-9-figure Amazon brands experiencing the following pain points:
- Challenges scaling operations on Amazon
- Need for expertise in navigating the complexities of PPC management
- Desire to achieve quick and significant improvements in campaign performance within 90 days
- Need for bespoke Amazon PPC strategies tailored to your business
Mid-market Amazon brands and aggregators find it hectic to run their PPC campaigns in-house, and would rather partner with an agency, so they can focus on core business functions like order processing.
IG PPC has over a decade of experience partnering with mid-market Amazon brands that lack in-house PPC expertise. The account managers combine deep PPC expertise and data-driven insights to tailor personalized campaigns for clients, resulting in a 95% retention rate. Additionally, IG PPC provides strategic Amazon PPC audits for brands and aggregators looking to find and seal budget leaks to maximize profits.
Book a call today to discover how PPC helps mid-market brands break their sales ceiling.
Detailed Comparison: PPC vs. Incrementum Digital
Both PPC and Incrementum Digital help Amazon brands and aggregators boost sales by improving ad performance. But they take completely different approaches.
Here’s the real breakdown:
| Criteria | PPC | Incrementum Digital |
|---|---|---|
| Core Focus | Amazon brands bid for ad placement and incur a cost (bid amount) when potential shoppers click on the links. | Holistic Amazon advertising, including PPC, SEO/SEM, social media ads, and email marketing. |
| Approach | Focuses on designing, launching, and managing paid ad campaigns both hands-on and using PPC automation tools. | Integrates multiple marketing channels to grow an online audience. |
| Optimisation Style | Data-driven A/B testing to refine ad copies and continuous bid adjustment to win placement in prime real estate, such as banners on the search results page. | Tracking performance metrics across multiple channels, then leveraging the data for insights on how to refine the advertising strategy. |
| Budget Efficiency | Highly efficient, as Amazon brands only pay when shoppers click their ads. Amazon sellers can also identify negative keywords to avoid spending on low-volume search phrases. | Varies depending on the subscription package and the success of the Amazon advertising campaigns. |
| Transparency | Highly transparent because Amazon brands and aggregators receive weekly, monthly, and quarterly reports. They can also use Amazon PPC tools to track performance in real time. | Limited transparency because clients rely on in-house reports to track campaign performance. |
| ROI Potential | Strong ROI potential when dealing with an agency that has experience in Amazon PPC management for mid-market brands. | Varies depending on the set objectives and performance KPIs. |
Based on the table above, it is clear that PPC and Incrementum Digital differ in their approaches and strategies, which affects the expected outcomes.
When PPC May Be the Better Choice
PPC is hands-down the better choice for 7-to-9-figure Amazon brands stuck at their current revenue ceiling and can’t seem to break through. Stagnated growth often results from ineffective PPC campaigns, either because of the large number of product lines or because navigating PPC management across multiple SKUs is complex.
Such brands and aggregators need hands-on PPC expertise to streamline their Amazon advertising campaigns and optimize ROI.
When Incrementum Digital May Be the Better Choice
There is no doubt that Incrementum Digital can help Amazon brands scale aggressively and increase their sales. However, it is less suited for mid-market Amazon brands.
Instead, smaller Amazon sellers with annual sales of less than $1 million should consider Incrementum Digital, especially if they have a budget to support aggressive bidding and cross-platform marketing to boost brand awareness within a few months.
Red Flags to Watch for When Choosing Between PPC and Incrementum Digital
Amazon brands and aggregators should be wary of traps buried in vague promises like triple-digit sales growth within months, which could prompt you to partner with an agency that doesn’t suit your business size, resulting in wasted time and budget.
Avoid the following pitfalls when deciding between PPC and Incrementum Digital:
- Lack of Mid-Market Specialization: Avoid agencies that can’t provide real-world case studies and success stories of mid-market Amazon brands they’ve helped navigate the complexities of PPC management or scale their sales.
- Hands-Free PPC Campaign Management: While automation is part of PPC management, Amazon brands should avoid agencies that rely heavily on AI tools. This is because most mid-market Amazon PPC campaigns require leveraging human expertise to understand niche market dynamics and the competitor landscape.
- Commission-Based Models: Beware of agencies that insist on long-term contracts or use percentage-of-spend pricing models, as this suggests they prioritize their revenue over their clients’ profitability. Reputable PPC agencies charge a flat monthly fee and don’t lock their clients to contracts.
- No Clear Performance Recovery Process: Amazon brands and aggregators should confirm whether the shortlisted agencies have troubleshooting protocols for underperforming accounts. Agencies that rely solely on reactive strategies are a huge red flag because they are likely to deflect blame onto external factors in the event of unexpected performance dips.
The Bottom Line – Which is Better for Your Brand?
Smart mid-market Amazon brands know that PPC offers better outcomes than Incrementum Digital. This is primarily because 7-to-9-figure brands have unique Amazon advertising needs that PPC agencies can handle best, given their experience partnering with sellers of a similar size.
IG PPC helps mid-market Amazon brands scale their operations by leveraging data-driven strategies and personalized, hands-on campaign management to help clients quickly adapt to market changes and maximize performance over time. This includes a 34% average reduction in TACoS in 90 days and 48% estimated boost in sales within 12 months of signing with us.
Schedule a personalized call so IG PPC account managers can begin the Amazon PPC audit process.
Frequently Asked Questions (FAQs)
Let’s answer common questions about how Amazon PPC compares to Incrementum Digital:
What is the Average Contract Duration for Amazon PPC Agencies?
Contract durations for Amazon PPC agencies vary from one brand or aggregator to another.
However, on average, contracts last 6 months to give the agency adequate time to seal Amazon ad budget leaks and execute PPC campaigns.
How Long Does It Take to See Results from Amazon PPC Campaigns?
There’s no specific timeline for how long it takes to see results from Amazon PPC campaigns.
However, you should start seeing traction within a few weeks of launching the Amazon PPC campaigns, with significant results, such as increased RoAS, within the second month.
Can Mid-Market Brands Switch Agencies without Losing Momentum?
Yes. Mid-market brands can switch agencies without losing momentum, but it significantly depends on the new partners’ workflow.
For example, the IG PPC team begins with a thorough Amazon PPC audit to assess the current health of their prospective clients’ accounts and develop a data-driven strategy to optimize performance.
What Are the Risks of Poor Amazon PPC Management?
The risks of poor Amazon PPC management include:
- Wasted ad spend due to overreliance on broad match keywords.
- Declining sales because of underbidding on high-volume keywords.
- Poor conversion rates due to unoptimized/low-quality product listings.
