Overview

In the early 2024 episode #468 of “Taco’s Tuesday in SSP,” Helium 10 invited Jocelyn Jeffries, Pacvue’s senior manager for retail media, to break down sophisticated pay‑per‑click (PPC) methods for Amazon and Walmart. The conversation centered on hour‑by‑hour bid adjustments (dayparting), coordinated budgeting across the two marketplaces, and ways to let paid traffic lift organic rankings—essential tactics for sellers who need to safeguard margins while expanding visibility.

Key Points

• $50 M managed spend — Jeffries directs roughly fifty million dollars in annual retail‑media budgets, highlighting the depth of data‑driven testing behind the strategies discussed.
• Dayparting gains — Shifting bids to match high‑traffic hours can lift return on ad spend (ROAS) by as much as 20 % for products with strong time‑of‑day demand spikes.
• Cross‑marketplace keyword alignment — Using the same keyword architecture on Amazon and Walmart eliminates duplicated effort and surfaces hidden demand that would otherwise be split between platforms.
• Paid ads boost organic rank — Targeting high‑click‑through‑rate (CTR) keywords with well‑placed ads can move a product’s organic position up one to two slots within a month.
• Rule‑based automation — Pacvue’s engine applies bid rules automatically, allowing sellers to concentrate on creative assets and inventory planning instead of manual bid tweaks.
• Budget reallocation efficiency — Real‑time performance data lets sellers shift spend from low‑return hours to peak windows, often cutting overall ACOS by 8–12 % without raising total daily spend.

How Dayparting and Cross‑Platform PPC Works

1. Gather hourly metrics — Export click, conversion, spend, and ACOS data by hour for the past 30 days from Amazon Campaign Manager and Walmart Advertising Console. Example: A vendor selling portable blenders records 150 clicks between 6 PM‑10 PM but only 30 clicks from 2 PM‑4 PM.
2. Spot peak performance windows — Chart the hourly data to reveal periods where conversion rates are high and ACOS is low. : The same blender sees a 12 % ACOS during evening hours versus a 35 % ACOS at midday, indicating a clear profit window.