---
title: Amazon Ad Review — 2026-04-05
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-07-ad-review-call-92342075.md
tags:
- amazon
- doodla-farms
- roas
- inventory
- old-world-popcorn
- bid-strategy
- advertising
layer: 2
client_source: Doudlah Farms
industry_context: food-beverage
transferable: false
---

# Amazon Ad Review — 2026-04-05

## Overview

Weekly Amazon advertising review for [[wiki/clients/current/doudlah-farms/index|Doodla Farms]], covering campaign ROAS performance, margin trends, inventory health, and [[wiki/clients/current/doudlah-farms/old-world-popcorn|Old World Popcorn]] campaign results. Review conducted between Mark Hope and Gilbert Barrongo.

## Campaign Performance

### ROAS & Sales Trends

- Sales are on an **exponential upward trajectory** over the lifetime view despite a notable drop in impressions
- The impression drop is intentional: Gilbert reduced bids on exact-match campaigns that had high CPCs, shifting ad placement from top-of-page to rest-of-page positions
- ROAS has been **increasing** following the bid adjustments — spend and sales are growing at roughly the same rate
- Advertising units growth has slowed in the most recent month; organic units continue to perform well

### Margin Analysis

- Current margin is **approaching 40%**, up from approximately **30% in June** — roughly a 25–30% improvement
- The graph appears flat due to spike distortion; the underlying trend is positive
- One large shipment cost wiped out profit for a single day, contributing to visual noise in the margin chart
- Goal: push margins above 40% where possible; the business needs as much profit as it can generate
- AWD (Amazon Warehouse & Distribution) is currently unavailable due to capacity constraints (likely pre-Christmas demand); shipments are going directly to FBA instead

### Bid Strategy Notes

- Exact-match campaign bids were reduced to lower CPCs and improve ROAS
- Further testing underway to determine whether bid reductions meaningfully reduce spend without hurting sales volume
- Current approach: accept lower impression share in exchange for better conversion efficiency

## Inventory Review

### Target Inventory Level

- **Ideal stock: 2–3 months on hand**
- Holding more than ~4 months is costly due to FBA storage fees
- Fast-moving products carry some risk of stockout if inventory drops too low; 2 months is considered a safe floor

### Products Needing Attention

| Product | Months on Hand | Action |
|---|---|---|
| 1.5 lb Yellow Cornmeal | ~1.5 months | Monitor closely; may need reorder soon |
| Pink Beans, 1 lb | ~50 months | Increase discount to 30% |
| Small Red Beans | ~57 months | Increase discount to 30% |
| Navy Beans | Previously >24 months, now <24 | Coupon reduced from 20% to 15%; improving |
| (Additional items >20 months) | >20 months | Increase discount to 30% |

**Decision:** Any product with **more than 20 months of inventory** should be discounted to **30%**. Products at risk of expiration are better sold at a deep discount than written off entirely.

### Top-Selling Products (30-Day)

- 5 lb Yellow Cornmeal — #1 product; ~3.56 months inventory (1,000 units recently shipped in)
- White Popcorn, 3 lb — inventory levels acceptable
- Black Beans, 5 lb — ~4.47 months
- Black Beans, 25 lb — ~2.9 months

## Old World Popcorn

- Now the **second top-performing campaign** across all Doodla Farms ad accounts
- ROAS improved from **2.5 → 3.91** over the past two months
- Top individual campaign ROAS figures: Old World Phrase (5.2), Cornmeal (5.28)
- Overall account ROAS: **3.91**
- Strategy: continue current approach; no changes needed

## Action Items

- [ ] **Gilbert** — Increase discount coupons to **30%** for all products with >20 months inventory (5 products identified)
- [ ] **Gilbert** — Monitor 1.5 lb Yellow Cornmeal inventory; flag for reorder if it drops below 1.5 months
- [ ] **Gilbert** — Continue observing impact of reduced exact-match bids on spend and ROAS
- [ ] **Mark** — Retry AWD shipment when capacity becomes available post-holiday season

## Related

- [[wiki/clients/current/doudlah-farms/index|Doodla Farms Client Index]]
- [[wiki/clients/current/doudlah-farms/old-world-popcorn|Old World Popcorn]]
- [[wiki/knowledge/amazon/inventory-management-strategy|Amazon Inventory Management Strategy]]
- [[wiki/knowledge/amazon/roas-optimization|Amazon ROAS Optimization]]
- [[wiki/meetings/2026-04-05-ad-review-call|Full Ad Review Call — 2026-04-05]]