Overview

In early 2024 the Serious Sellers Podcast released episode 109, where Helium 10 hosts Bryan and Fernando broke down how Amazon sellers can sharpen their advertising by using split testing and structured ad funnels. The conversation walks listeners through a step‑by‑step process for discovering the most effective creatives, moving budget toward the best‑performing assets, and guiding shoppers from first sight to checkout. Sellers who adopt these tactics can improve click‑through rates, lower ACOS, and keep ad spend under tighter control.

Key Points

• Split testing surfaces winning creatives — Running two ad versions side‑by‑side for a week lets sellers compare click‑through rates and pick the higher‑performing image.
• Three‑stage ad funnels map the buyer journey — An awareness‑to‑consideration‑to‑conversion sequence moves prospects from broad impressions to a focused product detail page.
• Data‑driven budget reallocation lifts ROI — After the test, shifting roughly 70 % of daily spend to the top‑performing tier typically reduces overall ACOS.
• Audience segmentation cuts waste — Separating “new‑to‑brand” users from “repeat buyers” prevents irrelevant impressions and improves relevance scores.
• Automation accelerates iteration — Tools that duplicate campaigns and rotate creatives automatically can halve the time spent on manual adjustments.
• Frequent performance checks catch fatigue — Reviewing metrics every 48 hours enables sellers to pause under‑performing ads before they drain the budget.

How Split Testing and Ad Funnels Work

1. Create two distinct ad creatives — For a new dietary supplement, the hosts suggest using a lifestyle photo of an athlete in version A and a clean, product‑only shot in version B, assigning each the same keyword set and daily budget.
2. Run the ads concurrently for a fixed window — A seven‑day test period is recommended; during this time impressions, click‑through rate (CTR), and cost‑per‑click (CPC) are logged for both creatives.