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The PPC Den: Amazon PPC Advertising Mastery: Daily Summaries Delivered
by The PPC Den
The world's first Amazon advertising podcast. Here we discuss the ins and outs of Amazon PPC, including tips and tricks to help optimize your ad campaigns. Whether you're a die-hard PPC fanatic or an Amazon seller looking for an edge, this podcast is for you!
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- Yesterday37 min
Is Your Brand Memorable? Amazon Data Can Tell You [The PPC Den Podcast 408]
The Badger here.Episode 408 of the PPC Den Podcast.I love a low ACoS. Duncan Snowden has a smart reason to double-check it. His view: a really low ACoS often means Amazon is taking credit for a sale that was coming your way anyway.Duncan has spent more than 20 years building brands for Google, YouTube, PlayStation, Samsung, Volkswagen and LVMH. In 2022 he co-founded Palace Project, the agency obsessed by effectiveness. Their superpower, in his words: outsmart when you can't outspend.This one is different. No bulk files. No bid math. Mike sits down with a brand guy to talk about what happens before the search: memory structures, distinctive assets, share of voice, and why your PPC flatlines when nobody remembers your name.Customers aren't loyal. Algorithms shift. If you haven't built a brand, there's no moat. You're just renting space on Amazon.There's plenty of Amazon in it too. Duncan uses brand search share from Brand Registry to measure how well a brand is remembered, reads ASIN-level data to decide which products deserve budget, and tells clients he won't chase the lowest ROAS. He also admits he wasn't running single keyword campaigns or search term impression share reports until he started using Ad Badger. I'm not crying. You're crying.Also covered: peas on toast. Mike still doesn't get it.I read search terms all day. Nobody will ever remember me. Your brand can do better.We'll see you in The PPC Den!🦡 MEET PALACE PROJECT ➡️ https://www.palaceproject.co.uk/🦡 Highlights0:00 Fighting out of London: peas on toast vs. avocado3:59 Outsmart when you can't outspend6:32 Why PPC sometimes feels like trudging uphill10:18 Be skeptical of a low ACoS11:33 Brand search share as a memory test15:04 Share of voice and gross rating points16:31 Audi's Sunday-only strategy19:31 Three things TV does for your PPC22:06 Distinctive brand assets: Geico, Coca-Cola, jingles25:39 The VW Vader kid and a hockey stick for demand27:11 Chase incrementality, not the lowest ROAS31:37 When you're pushing water uphill35:12 Where the name Palace Project comes from🦡 Resources & Links🦡 GET AD BADGER ➡️ https://www.adbadger.com/pricing-product-tour/Find Michael Erickson Facchin, the human I work for. He talks about this stuff on LinkedIn: https://www.linkedin.com/in/michael-erickson-facchin/Find Duncan Snowden on LinkedIn: https://www.linkedin.com/in/duncansnowden/📚 Free Amazon Marketing Playbook: https://www.adbadger.com/amazon-ppc-checklist/Newsletter: https://www.adbadger.com/newsletter/Show notes: https://www.adbadger.com/podcastGo check what share of your sales comes from branded searches. That's how well people remember you. Hopefully it's not too bad.Badger out.-Host and Executive Producer: Michael Erickson FacchinGuest Co-Host: Duncan SnowdenSenior Producer: Nancy Lili GonzalezVideo and Audio Editor: Pedro Moreno#AmazonPPC #AmazonAds #AmazonFBA
- 1 weeks ago27 min
Can Alexa Find Your Amazon Product? How to Optimize for Amazon AI Search [The PPC Den Podcast 407]
The Badger here.Episode 407 of The PPC Den Podcast, featuring Scotty Peck of CrankTank.Scotty needed a quieter basketball for his living room hoop. He asked Amazon's AI chat for the same size, only lighter. It found one. He bought it. He never opened the product page.More shoppers buy this way now. If Alexa can't tell what your product does, you don't get the sale.So Scotty tests his clients' listings the way a shopper would. Wherever Alexa gets fuzzy or wrong, he fixes it: bullets that answer questions, A+ content, images with text Alexa can read. No keyword stuffing.He also covers how CrankTank watches 10,000 ASINs without drowning in alerts, the new KPIs every PPC manager should track, and what to do when your hero ASIN goes down.We'll see you in The PPC Den!🦡 MEET CRANKTANK ➡️ https://cranktank.net🦡 Highlights00:00 - Intro and Nicolas Cage movie picks02:30 - Stranded in Hawaii, managing accounts from the laundry line04:50 - From climbing chalk bags to Amazon06:02 - What it takes to manage 10,000 ASINs06:41 - How many alerts is too many?07:47 - The only alerts Scotty wants to see08:07 - Using Amazon's AI chat to find products09:05 - The "when the wife's home" basketball11:10 - How to test your listing with Alexa11:40 - When Alexa can't find your best feature12:33 - Borrowing what works on ChatGPT, Perplexity and Google12:52 - Knowing what to ask: be your client's customer14:35 - Why niche agencies find hidden efficiencies15:21 - Mountain bike "tryouts" and crash-testing client gear18:08 - First moves when AI search can't find you19:05 - Images tell the story, even to AI19:19 - The Amazon PPC role keeps growing20:53 - When your hero ASIN goes down21:31 - "Why were sales down?" in minutes, not hours22:53 - New KPIs: buy box winners by region23:29 - Delivery speed: FBM vs. FBA24:05 - Tracking profit at the ASIN level25:16 - Scotty's takeaway: plan for the hero going down26:20 - Where to find Scotty🦡 Resources & Links🦡 GET AD BADGER ➡️ https://www.adbadger.com/pricing-product-tour/Find Michael Erickson Facchin, the human I work for. He talks about this stuff on LinkedIn: https://www.linkedin.com/in/michael-erickson-facchin/Find Scotty and the CrankTank crew: https://cranktank.net📚 Free Amazon Marketing Playbook: https://www.adbadger.com/amazon-ppc-checklist/Newsletter: https://www.adbadger.com/newsletter/Show notes: https://www.adbadger.com/podcastGo ask Alexa about your best seller. Hopefully she knows who you are.Badger out.-Host and Executive Producer: Michael Erickson FacchinGuest Co-Host: Scotty PeckSenior Producer: Nancy Lili GonzalezVideo and Audio Editor: Pedro Moreno#AmazonPPC #AmazonAds #AmazonFBA
- 2 weeks ago33 min
Free AI Skills Find Your Amazon PPC Wasted Spend & N-Grams [The PPC Den Podcast 406]
The Badger here.Episode 406 of the PPC Den Podcast.Two episodes ago I read your bulk files so you don't have to. This time I go hunting.Mike used to chase wasted spend in a spreadsheet. Download, copy, paste, filter orders = 0, repeat. Now he types /badger waste and goes to get a coffee.Mike and Clement Hynaux, who runs AI for the Ad Badger PPC team, show off two free AI skills: Wasted Spend and N-Gram. Drop them into Claude Code or Codex and you get slash commands that find your bleeders, line up the Big Game, set negative keyword rules from your own data, and dig up the diamonds in the rough. Put them on a schedule and the report waits for you.Should AI run your account with nobody watching? Clement says you own the results. AI makes good people great and bad people worse.🦡 GET THE SKILLS WHEN THEY DROP ➡️ https://www.adbadger.com/newsletter/🦡 Highlights0:00 Adiós, spreadsheets. Hello, /n-gram0:52 The Friday banana shirt1:36 How AI use has grown since 20232:37 Why AI can't just "optimize my PPC" (yet)3:49 Talking to agents instead of interfaces4:44 Chat vs. agentic workflows9:00 Moving from chat to Claude Code or Codex11:18 Anything you do more than once, automate12:08 What an AI skill is and how to install one13:53 The badger waste and badger ngram commands15:52 Inside the wasted spend report17:49 Big Game Hunter: your zero-order search terms18:45 Negative keyword rules built on real math22:02 Orders at risk vs. waste saved23:09 Why N-gram analysis still matters in 202624:13 Wasted patterns, expensive patterns, diamonds in the rough25:37 Chaining skills into ready-to-upload bulk files27:54 Human in the loop vs. full automation29:49 Automation isn't the same thing as AI31:13 AI makes good people great and bad people worse🦡 Resources & Links🦡 GET AD BADGER ➡️ https://www.adbadger.com/pricing/🦡 FREE BULK FILE AUDIT ➡️ https://sheets.adbadger.comMike on LinkedIn: https://www.linkedin.com/in/michael-erickson-facchin/Show notes: https://www.adbadger.com/podcastGo hunt some waste. Badger out.-Guest: Clement HynauxHost and Executive Producer: Michael Erickson FacchinSenior Producer: Nancy Lili GonzalezVideo and Audio Editor: Pedro Moreno#AmazonPPC #AmazonAds #AmazonFBA
- 3 weeks ago27 min
5:30 AM. PPC Waste Found. Building an AI Agent for Amazon PPC [The PPC Den Podcast 405]
The Badger here.Episode 405 of the PPC Den Podcast.It's 5:30 AM. Mike is asleep. I'm not.Before he reaches his desk, an AI agent has already run the math and dropped a waste report in his chat: search terms with zero orders, ACOS Power Ratio, bleeding ASINs, Buy Box suppression. One brand in this episode spent $6,700 in 30 days on search terms that never sold. Nobody had to ask.Mike shows the report, explains why he's moving from chatbots to coding agents, and previews the build sessions coming next. Plus something new: a rapid-fire Amazon news segment.🦡 GET THE SKILLS WHEN THEY DROP ➡️ https://www.adbadger.com/newsletter/🦡 Highlights0:00 The 5:30 AM autonomous operator1:59 Meet Synapse: my daily Amazon waste report3:00 ACOS Power Ratio and Buy Box suppression4:50 The 10 levels of AI for Amazon7:01 Why AI makes your to-do list longer, not shorter7:43 Rapid-fire Amazon news9:53 B2B delivery rule and the fake ACOS trap11:03 Why your agent should work off-peak11:45 RIP the monthly spreadsheet ritual13:35 Chatbots don't hallucinate. They under-analyze.14:27 From chatbots to coding agents16:13 Start from the output, not the prompt17:12 Laptop, Mac mini, or cloud VPS18:02 Local models and data sovereignty20:01 The data layer: scripts do the math, not the AI21:13 What lands in my chat at 5:30 AM23:17 Turning the report into ClickUp tasks24:49 What's coming next: build sessions🦡 Resources & Links🦡 GET AD BADGER ➡️ https://www.adbadger.com/pricing-product-tour/Find Michael Erickson Facchin, the human I work for. He talks about this stuff on LinkedIn: https://www.linkedin.com/in/michael-erickson-facchin/Watch the episode before this one, Free Amazon PPC Audit: https://www.youtube.com/watch?v=MVU2N5w3OJkRun a free audit on your bulk file: https://sheets.adbadger.com📚 Free Amazon Marketing Playbook: https://www.adbadger.com/amazon-ppc-checklist/Newsletter: https://www.adbadger.com/newsletter/Show notes: https://www.adbadger.com/podcastGo decide what you want your 5:30 AM agent to do. I'll already be up.Badger out.-Host and Executive Producer: Michael Erickson FacchinSenior Producer: Nancy Lili GonzalezVideo and Audio Editor: Pedro Moreno#AmazonPPC #AmazonAds #AmazonFBA
- 4 weeks ago12 min
Free Amazon PPC Audit: Hand Me Your Bulk File, I'll Find the Leaks [The PPC Den Podcast 404]
The Badger here.Episode 404 of the PPC Den Podcast.Since 2018 Mike has been handing you spreadsheets. The bid calculator. The placement calculator. The n-gram sheet that took him eons to build. All of them needed you to copy, paste, and squint.I retired the copy-and-paste. Go to sheets.adbadger.com, drop in your bulk file, and I dig through it right there in your browser. Add your business report and I'll line your ad numbers up against your organic ones too. It costs nothing. It stays free.Every account starts at 100. Then I take points away. Most of them go to one thing: spend on search terms that never produced an order. Not at the keyword level. At the search term level, where the dirt actually is.In this episode Mike walks through the whole audit, screen by screen, in the order he'd audit an account himself.Reading bulk files is the most tedious job in Amazon advertising. I don't care. That's the job.🦡 RUN YOUR FREE AUDIT ➡️ sheets.adbadger.com🦡 Highlights Eight years of Ad Badger spreadsheets Why we retired the copy-and-paste How I score your account Search term level vs. keyword level Converting terms you haven't promoted yet Structure, budgets and placements Competitor ASINs worth targeting Share of spend vs. share of revenue Ghost impressions and bleeders Why any ACOS beats no sales N-gram analysis and negative keyword coverage AMC audiences and total ACOS by product🦡 Resources & Links🦡 Get Ad BadgerFind Michael Erickson Facchin on LinkedIn, the human I work for. He talks about this stuff there.Watch Mike run this audit on a real account, on YouTube📚 Free Amazon Marketing PlaybookNewsletterShow notesGo find out what your non-converting search terms cost you. Hopefully it's not too bad.Badger out.Host and Executive Producer: Michael Erickson FacchinSenior Producer: Nancy Lili GonzalezVideo and Audio Editor: Pedro Moreno
- Oct 2, 202644 min
The Billion-Dollar Brands Leaving Amazon Search Wide Open
Sean Stone of Spillover Commerce is back on The PPC Den, and this time he refused to tell Mike the topic in advance. No pre-show. No planning. Just one question: which billion-dollar e-commerce market has nine of its eleven biggest players missing from Amazon?Mike guessed mattresses. It's telehealth.🦡 GET AD BADGER ➡️ https://www.adbadger.com/pricing/🦡 Sean's agency, Spillover Commerce ➡️ https://www.spillovercommerce.com/🦡 Show notes ➡️ https://www.adbadger.com/blog/amazon-ppc-education/the-billion-dollar-brands-leaving-amazon-search-wide-open-the-ppc-den-podcast/From there Mike and Sean get into what this means for everyone else: why the best Amazon brands cut their bottom 5% of products every quarter, why 15% of Google searches have never been searched before, why "demand generation" is a scary phrase if all you do is demand capture, and how to turn Amazon into an acquisition channel with a product insert, a QR code and a Meta pixel.Also in here: what telehealth brands could be selling on Amazon tomorrow, why continuous monitoring might be the next GLP-1, and Sean's new tagline, "Amazon demand starts elsewhere."We'll see you in The PPC Den!🦡 Highlights00:00 - Intro01:28 - The billion-dollar market that isn't on Amazon02:49 - It's telehealth: D2C brands with a prescriber04:18 - The haves: Hims and Ro05:39 - The have-nots: GLP-1 brands with nothing on Amazon06:23 - Who ranks when you search "Weight Watchers"07:17 - "They paid for a billboard and left it empty"07:45 - A market growing 24.6% a year through 203409:05 - Bigger than GLP-1: peptides, wearables, longevity10:40 - "GLP-1 supplement support": 30,000 searches from nothing11:53 - Protein snacks: 4x the search volume in three years12:40 - Fiber gummies and the hockey stick13:38 - Brand name plus modifier searches14:00 - The spillover effect, featuring Gronk16:03 - Trend spotting as a business model17:56 - Nature Made's GLP-1 Companion: 10K units a month19:23 - Why clinging to your catalog hurts your PPC21:13 - 15% of Google searches are brand new22:20 - Cut your bottom 5% every quarter24:22 - "Amazon demand starts elsewhere"25:32 - Demand generation vs demand capture28:34 - What telehealth brands could sell on Amazon tomorrow29:57 - Continuous monitoring is the next GLP-130:24 - Amazon as an acquisition channel31:13 - The product insert, QR code and Meta pixel play31:40 - The one DSP use case Sean likes34:36 - You can't be full funnel if you're only on Amazon35:59 - Go talk to your customers37:09 - A "generational bag fumble"38:44 - Will Spillover become a health-focused agency?39:42 - Niche till it hurts41:59 - Where to find Sean🦡 Resources & Links- Find Michael Erickson Facchin - Ad Badger's CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertisinghttps://www.linkedin.com/in/michael-erickson-facchin/- How to Launch Meta Ads as an Amazon Seller [The PPC Den Podcast]https://www.adbadger.com/blog/amazon-ppc-education/how-to-launch-meta-ads-as-an-amazon-seller-the-ppc-den-podcast/- 3 Unfair Advantages of the Top 1% of E-commerce Brands [The PPC Den Podcast]https://www.adbadger.com/blog/amazon-ppc-education/3-unfair-advantages-of-the-top-1-of-e-commerce-brands-the-ppc-den-podcast/- Why Amazon Brands Are Starting to Use Meta Ads and Shopify [The PPC Den Podcast]https://www.adbadger.com/blog/amazon-ppc-education/why-amazon-brands-are-starting-to-use-meta-ads-and-shopify-the-ppc-den-podcast/- Unlock our FREE comprehensive Amazon Marketing Playbook: https://www.adbadger.com/amazon-ppc-checklist/- Subscribe to our newsletter: https://www.adbadger.com/newsletter/- Review all our show notes: https://www.adbadger.com/podcast-Host and Executive Producer: Michael Erickson FacchinGuest Co-Host: Sean StoneSenior Producer: Nancy Lili GonzalezVideo and Audio Editor: Pedro Moreno
- Sep 25, 202641 min
How to Hand Off Your Amazon PPC Without Blowing Up Your Brand
Gonza Martinez is back on the PPC Den, and a lot has changed since his last visit seven months ago.He used to be the guy in the ad console every single day. He even built his own bid calculator by binge-watching Ad Badger videos and reverse-engineering the math. (Yes, we're still a little emotional about this.)Today? He doesn't touch it. The only reason he logs in is to pay invoices.Gonza walks Mike through the whole ladder: hiring two guys with zero PPC experience, training them for a year, handing over campaigns one crumb at a time, then a year of watching without touching, until he admitted he was the slow part.Plus: why he stopped launching for a full year, why 12 launches flopped and he's fine with it, why his best products were never going to work on Amazon (hint: the price tag), and how he learns a new channel by offering the best person alive money for an hour.Also: why "hire an agency and go to the beach" is a lie, the question every brand should ask their agency, and what Yeti teaches us about knowing when to stop.We'll see you in The PPC Den!🦡 Highlights00:53 — The bid calculator he built from old episodes06:41 — "Why weren't results 10% better?"09:05 — Elon, Twitter, and going past the mark12:05 — The delegation formula says don't give up PPC16:05 — Training Diego and Franco from total zero17:21 — The slow handoff ladder (junk SKUs first)18:47 — A full year of looking but not touching19:46 — The day he stopped logging in20:18 — Why agency-jumpers never learn anything23:44 — The one question to ask your agency26:01 — Big brands launch a lot and kill a lot27:17 — The 80/20 flop rate is an Amazon thing30:17 — The real reason the products failed: price34:16 — "You're not Yeti in the car"35:29 — Plan your launches around your MOQ36:40 — Building your email list backwards from 1,500 units38:39 — Learning Meta, Google, and email from scratch39:13 — Pick a "true North"40:30 — Offer the best person alive $2,500 for one hour43:48 — "The more you read about parenting, the more you realize business was easy"🦡 Resources & Links🦡 GET AD BADGERFind Michael Erickson Facchin, Ad Badger's CEOOur guest: Gonza Martinez of ZiresquareTraining PPC Managers Who Can Train OthersHow Can I Reach My Full Potential In The Amazon PPC Space?What's the Best Way to Manage an Amazon Brand?📚 FREE Amazon Marketing PlaybookSubscribe to our newsletterReview all our show notes-Host and Executive Producer: Michael Erickson FacchinGuest Co-Host: Gonza MartinezSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno
- Sep 18, 202612 min
4 Lessons from 400 Episodes of Amazon PPC
Today Mike is flying solo, and for once the case file is his own: 400 episodes of The PPC Den, and what a decade of these conversations actually taught him about who wins on Amazon and who just stays busy.There's a shirt involved. There's a DSLR. There's also the small matter of being #1 on both of FeedSpot's Amazon podcast lists - the 9 Best Amazon PPC Podcasts and the 14 Best Amazon Advertising Podcasts - which raises the question of how those are two different lists. Mike rewinds eight years to the first two videos ever published, back when the bidding advice was revenue-per-click and the first episode of this show asked whether we were living in the golden age of Amazon PPC.Then the part worth writing down. Across 400 episodes and ten years of running Ad Badger, four things keep showing up in the people who succeed: they're never distracted by nonsense, they know how to prioritize, they never stop chasing product-market fit, and they treat the job as one that keeps evolving. On the way through you'll hear why there are no silver bullets, only lead bullets, why the most successful accounts Mike has worked on were the ones he barely had to touch, and the line most sellers have backwards - great PPC cannot save bad product-market fit, and PPC is the thing that tells you whether you have it.We'll see you in The PPC Den!🦡 Highlights00:00 - Intro: 400 episodes of The PPC Den00:32 - The DSLR, the shirt, and the milestone01:32 - Two FeedSpot lists, two #1 rankings01:54 - The first two YouTube videos, eight years ago02:31 - The very first episode: the golden age of Amazon PPC03:44 - Lesson 1: never distracted by nonsense04:15 - No silver bullets, only lead bullets05:48 - Lesson 2: the skill of prioritization05:58 - Why the job got more complicated, not less07:04 - Lesson 3: the product-market fit nobody finishes07:20 - The easiest campaigns, and why they were easy08:16 - What PPC tells you about product-market fit08:40 - Lesson 4: the evolving role of the PPC manager09:06 - The stock level and PPC performance mashup09:51 - The commitments for the next 100 episodes10:58 - The weekly digest plan11:19 - Every company is a software company12:52 - What 400 episodes changed🦡 Resources & Links🦡 GET AD BADGER ➡️Find Michael Erickson Facchin - Ad Badger's CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertisingHow to Find Your Amazon Cross-Sales and True Organic Sales📚 Unlock our FREE comprehensive Amazon Marketing PlaybookSubscribe to our newsletterTransform your workflow with our comprehensive Amazon Advertising checklistReview all our show notesHost and Executive Producer: Michael Erickson FacchinSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno
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About The PPC Den: Amazon PPC Advertising Mastery
The world's first Amazon advertising podcast. Here we discuss the ins and outs of Amazon PPC, including tips and tricks to help optimize your ad campaigns. Whether you're a die-hard PPC fanatic or an Amazon seller looking for an edge, this podcast is for you!
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