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Path to Purchase

Is Amazon Ads The Right Move for Your Business?

Whenever a new advertising avenue opens—on Snapchat, on Instagram and, most recently, as an expanded opportunity on Amazon—it is tempting to roll the dice, spend a reasonable amount of money and see what pans out from a group of test campaigns. While risk-averse, this is not the best strategy. It reflects a line of thinking rooted in FOMO (Fear Of Missing out): I need to be on every new tech, if I don’t try, then I’ll miss something. But this isn’t necessarily true. Missing something is more dependent on what you’re…