eCommerce Advertising Management

Koval~Williamson offers full-service management of ecommerce CPC and CPM advertising to get your products in front of more shoppers, and we’ve been doing so since 2012.

Success on ecommerce relies on customers being able to find your product. If an ecommerce site’s product ranking algorithm has not organically placed your products on the first page of relevant search results, you don’t exist to most shoppers… without an advertising strategy.

Important statistics
Data from

of shoppers click on the first product of their search result


of clicks are on the top row of products


of customers never click to the second page

Zach Bacik, head of advertising strategy

What We Do

We work with brands of all sizes, from those with catalogs of thousands of SKUs and seven figure ad budgets, to new brands with a single product and a modest spend to match.

Create strategies for your goals

Whether it be to promote your products to a particular sector, meeting a ROI goal, getting eyeballs on a new product, or building brand awareness.

Build and execute campaigns

We do the legwork to get your products in front of more customers with a mix of impression discovery, keyword research, creative A-B testing, and other unique strategies.

Optimization for indefinite improvements

We never just "set it and forget it". Our software makes tens of thousands of improvements to bids, budgets and targeting every single day, reviewed frequently by real humans for additional callouts and recommendations.


Reach audiences where they shop, read, listen, watch, and play through ad experiences both on and off Amazon. Tap into signals to shape your advertising campaigns and measure results.

Our closed-loop system provides a holistic view of Walmart customer behavior & creates accountable, measurable results for your business.

We have partnered with one of the leading advertising management platforms to automate and optimize your advertising variables. Our software offers numerous advantages over the basic ad console to increase your ad spend efficiency, grow your customer targeting base, produce more actionable insights, forecast budget plans and much more. This platform is currently making tens of thousands of tweaks every single day for our clients. We use this on your behalf at no additional cost.

Our services include...


Campaign strategy
Campaign setup
Sponsored Products, Sponsored Brands, Sponsored Display, Sponsored Brand Video
Automatic and manual targeting


Algorithmic bid optimization
Automated rule-based actions
Keyword harvesting
Dynamic budgeting with machine learning


Reporting with analysis
Recurring check-in calls
Budget forecasts
Non-serving ad insights
Share Of Voice (SOV) insights for competitive analysis

Campaign lifecycle

There are many paths to effective advertising spend in retail media. We will learn about your brand, your products and your sales and advertising goals to determine the best starting point.

Using best practices, we will construct and publish campaigns that are best suited to meet your goals and stay within your budget.

Using automatic discovery of ranked keywords for quality score assessments and running test campaign experiments, we dedicate the early life of the campaign to learn from the publisher and shoppers how users are engaging with the ads we serve.

The best ad campaigns are evergreen, continuously collecting performance data, making daily adjustments to bids and budgets, and harvesting keywords for more refined targeting. For this reason, campaigns are never "optimized", but perpetually "optimizing".

Contact us

See how our years of experience and AI-driven automation can help your brand grow its ecommerce presence on and

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[We have] enjoyed a relationship with the Koval-Williamson team spanning nearly three decades. They’re a first-rate organization at all levels and provide high caliber sales support which has enabled us to grow our business with major accounts in a strategic, sustainable way. The Koval team possesses expert knowledge of each major retailer’s business and systems, and maintains strong relationships with key buying team personnel and decision makers. The leadership at Koval has fostered a positive, collaborative attitude across their entire team, which aligns with our company’s mindset and makes doing business together enjoyable
Koval Williamson represents the best of the west coast. Their sales reps are extremely knowledgeable and maintain strong relationships with major accounts. Our business has doubled since partnering with them.
Sergio Recanati - Arcadia