The PPC Den: Amazon PPC Advertising Mastery

The PPC Den
  • 4.9 (98)
  • Marketing
  • Updated Weekly

The world's first Amazon advertising podcast-- hosted by Ad Badger. 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!

  1. 4d ago

    Actually Useful Use Cases of AI in Amazon Marketing

    In this episode, host Mike chats with Shane White from NoBul Partners about practical and highly effective ways to use AI in Amazon marketing.  Shane explains his transition from ChatGPT to Claude, highlighting its powerful capabilities in visualizing large datasets and generating client-ready presentations.  He also shares a clever hack for training the AI to scrape a client's website to automatically match brand colors and fonts in slide decks.  We’ll see you in The PPC Den! 🦡 Highlights ​​  00:00 -  Intro 02:30 - AI in Amazon marketing 03:45 - Claude vs. ChatGPT 05:20 - AI data visualization 08:15 - Presentation branding hack 12:00 - Time-saving benefits 15:30 - Merging data sources 19:10 - Training AI memory 22:45 - Final takeaways 🦡 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 advertising Our guest today is Shane White from NoBul Partners  3 Unfair Advantages of the Top 1% of E-commerce Brands We Tested AI Video Ads — Here’s What Improved Our ROAS Amazon Growth Lessons from an 8-Figure Agency: Audit-Proof Accounts & Client Goal-Setting 📚 Unlock our FREE comprehensive Amazon Marketing Playbook Subscribe to our newsletter Transform your workflow with our comprehensive Amazon Advertising checklist Review all our show notes - Host and Executive Producer: Michael Erickson Facchin Guest Co-Host:  Shane White Senior Producer: Nancy Lili Gonzalez Podcast Coordinator & Graphic Designer: Sofiia Podash Video and Audio Editor: Pedro Moreno

  2. Jul 10

    Amazon Growth Lessons from an 8-Figure Agency: Audit-Proof Accounts & Client Goal-Setting

    Welcome back to The PPC Den! This episode we're pulling back the curtain on how a real Amazon agency runs behind the scenes from AI to accountability. Michael sits down with Joshua Rawe of AmpliSell to talk about how they personally use AI (spoiler: Claude Opus is the daily driver), why "average" AI output is a trap if you don't already have great ideas, and how they built an ongoing, AI-powered account audit so nothing falls through the cracks between reviews. We also get into the messy reality of client goal-setting: how to pin clients down on revenue vs. margin vs. ACOS before you ever touch a bid and the #1 mistake killing Amazon brands in 2026: not killing dead products and not launching new ones fast enough. Plus, why winning on Amazon today means winning off Amazon first. We’ll see you in The PPC Den! 🦡 Highlights ​​ 00:00 -  Intro 02:30 – Personal vs. offline AI use, LM Studio for local LLMs 04:45 – Staying on top of Amazon changes with Claude Opus 4.8 07:00 – Amazon's title character limit change (75 characters) as a case study 08:15 – How information flows from AI digest → Slack → SOP → knowledge base 11:00 – Trust, delegation, and not micromanaging the last mile 13:30 – The "wasted spend check" problem: audits that never get repeated 15:45 – Building an ongoing, AI-run account audit ("audit-proof accounts") 18:00 – Client retention goals and the emotional cost of getting fired 19:30 – Weekly OKR feedback loops with leadership 21:15 – Nailing down client goals: revenue vs. margin vs. ACOS 24:00 – Biggest mistake in 2026: not killing bad products / not launching new ones fast enough 26:30 – Anker example category expansion vs. one hero product 28:00 – AI and copywriting/images: client pushback then client demand 29:30 – Highest-leverage activity: advertising + off-channel marketing 31:00 – Why Amazon is a demand-capture engine, not demand-creation  🦡 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 advertising Our guest today is  Joshua Rawe of AmpliSell  Why AI Will Be Your New Assistant on Amazon What’s the Best Way to Manage an Amazon Brand? Exploring Agency Strategies 📚 Unlock our FREE comprehensive Amazon Marketing Playbook Subscribe to our newsletter Transform your workflow with our comprehensive Amazon Advertising checklist Review all our show notes - Host and Executive Producer: Michael Erickson Facchin Guest Co-Host:  Joshua Rawe  Senior Producer: Nancy Lili Gonzalez Podcast Coordinator & Graphic Designer: Sofiia Podash Video and Audio Editor: Pedro Moreno

  3. Jun 19

    How to Audit Your Amazon PPC Account Using Bulk Files and Business Reports

    In this episode, Mike takes you behind the scenes of a real Amazon account. He breaks down how to audit your brand using a bulk file and a business report. First, he looks at a premium, high-ticket product with great PPC sales but terrible organic rankings. Mike explains why a low organic share is dangerous and how a cheaper product variation can fix it. Next, Mike dives into the data to find hidden profit leaks. He shares his ideal mix for ad types and calls out overcrowded campaigns that waste your budget. He reveals his absolute favorite strategy: cutting out non-converting search terms to instantly save thousands of dollars.  Drop your bulk file into our free audit tool and see where your ad dollars are bleeding in 60 seconds. This is the exact framework Mike uses in the episode to stop wasted spend. We’ll see you in The PPC Den! 🦡 Highlights ​​ 0:00 - What is an Amazon PPC bulk file? 0:41 - Behind the scenes of a real account audit  1:59 - High AOV vs. Low organic sales share trap 4:30 - The perfect Amazon ad type mix split 7:46 - The danger of overcrowded campaigns with too many products 10:42 - Why 1,200 broad keywords is a recipe for disaster 14:10 - Finding your top-performing keyword candidates for organic push 14:49 - Keyword-level bleeder spend 15:48 - How to cut 65% non-converting search term waste 18:29 — The golden 5:1 negative-to-positive keyword ratio rule 19:04 — Down-only vs. Up-and-down traps 20:04 — Amazon Business (B2B) sales & placement modifiers 🦡 Resources & Links Scan your Amazon bulk file for free 🦡 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 advertising Why Amazon PPC Bulk Files Are More Powerful Than Ever (And How to Get Started) How to Audit Amazon PPC Campaigns Using Bulk Files and Pivot Tables Why and How to Use New Bulk Sheet Features in Amazon Ads 📚 Unlock our FREE comprehensive Amazon Marketing Playbook Subscribe to our newsletter Transform your workflow with our comprehensive Amazon Advertising checklist Review all our show notes - Host and Executive Producer: Michael Erickson Facchin Senior Producer: Nancy Lili Gonzalez Podcast Coordinator & Graphic Designer: Sofiia Podash Video and Audio Editor: Pedro Moreno

  4. Jun 12

    How to Avoid Micromanaging Your Amazon PPC Team

    Today we are joined by Steve Walters, a leading Amazon FBA expert and the founder of Waltsco agency. Let’s be honest: Amazon margins are getting tighter, and it is so easy to fall into the micromanagement trap. We’ve all been there constantly checking if the team is updating bids, trimming the fat on accounts, or setting up too many broad match campaigns. But Steve found a better way.  In this episode, he shares how he stopped micromanaging and started managing outcomes. We talk about his rigorous hiring process, the 3 simple questions he asks on his 15-minute weekly calls, and how real goal-setting can completely change your business.  If you want to build a high-performing PPC team that actually brings strategy to the table, this episode is exactly what you need. We’ll see you in The PPC Den! 🦡 Highlights ​​  00:00 -  Intro 00:24 - Living in Canada: Toronto vs. Niagara Falls 01:35 - The Micromanagement Trap in Amazon PPC 03:40 - Why Steve Refuses to Micromanage His Team 10:39 - Vetting and Hiring the Right Candidates 12:31 - The 15-Minute Weekly Standup Framework 14:24 - The 3 Questions That Replace Micromanagement 16:01 - Hiring for Experience and Strategy over Tasks 17:34 - Aligning KPI Expectations with Clients from Day One 22:26 - Why Goal Setting is the Highest ROI Skill on Amazon 24:54 - How to Handle a Team When KPIs are Off-Course 🦡 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 advertising Our guest today is Steve Walters, the founder of Waltsco agency How to align team goals using Amazon PPC data tools? Who to Hire for Your Amazon Growth Team Ad Badger & Bobsled Marketing: Keep Your Amazon Team on the Cutting Edge 📚 Unlock our FREE comprehensive Amazon Marketing Playbook Subscribe to our newsletter Transform your workflow with our comprehensive Amazon Advertising checklist Review all our show notes - Host and Executive Producer: Michael Erickson Facchin Guest Co-Host: Steve Walters Senior Producer: Nancy Lili Gonzalez Podcast Coordinator & Graphic Designer: Sofiia Podash Video and Audio Editor: Pedro Moreno

  5. Jun 11

    Inside the Badger Den: Episode 2 | Unlocking Total Control with the New Ad Badger Custom Bid Engine

    Welcome to the second episode of Inside the Badger Den!This series is your backstage pass to Ad Badger, where we bridge the gap between powerful Amazon PPC software and high-level advertising strategy.In this episode, we don't just show you the tools; we show you the "why" behind them. We dive deep into our brand-new Custom Algorithm Feature to help you mix your own "algorithm cocktails" using smart If/Then/When rules. Plus, we're breaking down advanced negative filters for search terms, and how to utilize our new CPO (Clicks Per Order) metric to see how many clicks it typically takes to land an order across your campaigns and keywords. Also featured in our opening segment: BuyBox Checker! We are introducing their new multi-channel alerts (email, Slack, WhatsApp, SMS, Zapier, n8n, webhook). Plus, Ad Badger members get an exclusive 40% discount - check it out here.We’ll see you Inside the Badger Den! 🦡 Highlights 0:00 — Intro0:15 — Buybox Checker discounts0:30 — New Slack, Zapier, and Webhook alerts1:08 — Exploring the new PPC Bid Engine1:46 — The Main Event: Custom Algorithms2:06 — How to use the Campaign Selector2:34 — Setting your Max/Min bid controls3:00 — Inside the Algorithm Rule Library3:26 — How "If/Then/When" logic works4:11 — Tracking your bid changes and history4:26 — Filtering negatives from your search terms5:04 — Tracking sales with the new CPO metric5:35 — Vote on new features via our Roadmap 🦡 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 advertisingIf you want to turn more clicks into actual revenue, you need to master your Clicks-Per-Sale metric. Find out how.📚 Unlock our FREE comprehensive Amazon Marketing PlaybookSubscribe to our newsletterTransform your workflow with our comprehensive Amazon Advertising checklistReview all our show notes - Host and Executive Producer: Michael Erickson Facchin Senior Producer: Nancy Lili Gonzalez Podcast Coordinator & Graphic Designer: Sofiia Podash Video and Audio Editor: Pedro Moreno

  6. May 29

    You’re Not Out of Stock, So Why Are Your Sales Down?

    Ever noticed your Amazon sales dropping and immediately blamed your ads? We all do it! In this episode, Michael and Campaign Manager Olena reveal a massive secret about what is really killing your sales. It turns out you do not have to be completely out of stock to lose money. Just having a lower inventory drops your conversion rate and your sales velocity. Olena actually brought the receipts for this one. She stacked daily Business Reports and Inventory Ledgers to prove this crazy theory with hard data. When she looked at the numbers, she found something wild. One client could never break $9,600 a day in sales with low stock. But they always hit over $10,000 when fully stocked. Why does this happen? It is all about the Amazon algorithm and delivery times. When your stock is low, it does not go down equally everywhere. This means longer delivery times in certain states, which hurts your regional conversions. We’ll see you in The PPC Den! 🦡 Highlights ​​  00:00 - Intro 01:41 - Creating the FBA report 02:29 - Why everyone blames PPC 03:38 - How to pull the data 05:40 - The low stock impact 06:37 - High vs. low inventory zones 07:47 - Regional delivery and conversion rates 08:24 - The $10k sales case 09:23 - Testing the second account 12:11 - Results from the second account 14:51 - Running the analysis 15:43 - Looking beyond PPC 🦡 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 advertising Our guest today is Olena Shmaiun, Campaign Manager at Ad Badger The Brutal Truth About Amazon FBA (And How to Pivot to D2C) 10 Steps to Maximize Amazon FBA Inventory Limits What Happens When You Go Out of Stock? 📚 Unlock our FREE comprehensive Amazon Marketing Playbook Subscribe to our newsletter Transform your workflow with our comprehensive Amazon Advertising checklist Review all our show notes - Host and Executive Producer: Michael Erickson Facchin Guest Co-Host: Olena Shmaiun Senior Producer: Nancy Lili Gonzalez Podcast Coordinator & Graphic Designer: Sofiia Podash Video and Audio Editor: Pedro Moreno

  7. May 22

    Why Amazon PPC Bulk Files Are More Powerful Than Ever (And How to Get Started)

    Hey! I just recorded a killer episode with Anton from SellWave Agency all about Amazon PPC bulk files. I know spreadsheets sound boring, but paired with AI, they are a total superpower right now. Amazon’s official guide will just overwhelm you, so we break down the actual right way to get started without losing your mind. Plus, here's the best part I’ve got for you: a free Bulk File Starter Kit! It’s a custom template that tells you exactly what to type into every single cell to easily build your first Auto and Manual campaigns from scratch. We’ll see you in The PPC Den! 🦡 Highlights ​​  00:00 - Intro  01:38 - Why bulk files still rule 02:40 - Ignoring Amazon's official guide  07:50 - Campaign structure & naming  13:00 - Bulk sheets 101  18:09 - Auto campaign starter kit  28:33 - Manual campaign setup  30:05 - Saving time with SOPs  36:50 - Quality control  38:21 - Outro  🦡 Resources & Links Want to follow along? Grab the free starter kit we talked about right here. 🦡 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 advertising Our guest today is Anton Kimfors, CEO at SellWave  How to Audit Amazon PPC Campaigns Using Bulk Files and Pivot Tables Why and How to Use New Bulk Sheet Features in Amazon Ads 3 Bulk File Myths, Debunked 3 Reasons You’re Still Not Using Bulk Sheets and What to Do About It 📚 Unlock our FREE comprehensive Amazon Marketing Playbook Subscribe to our newsletter Transform your workflow with our comprehensive Amazon Advertising checklist Review all our show notes - Host and Executive Producer: Michael Erickson Facchin Guest Co-Host: Anton Kimfors Senior Producer: Nancy Lili Gonzalez Podcast Coordinator & Graphic Designer: Sofiia Podash Video and Audio Editor: Pedro Moreno

  8. May 8

    3 Bad Habits in Amazon PPC It's Time to Break

    In this episode, we stumble upon a surprisingly effective Amazon PPC strategy: giving your mouse a break.  Honestly, we all know that itch to jump into our campaigns and start tweaking things just to feel like we're doing something when we're stressed about performance. But we chat about why that urge to over-optimize is a massive trap. Clément puts Michael on the spot with some live math to prove how an innocent little $1 bid can secretly turn into a $3 budget-eater if you aren't paying attention to those sneaky dynamic modifiers. The big takeaway? Clicking around your ad account just to feel busy is a whole lot of activity, but zero strategy. So, take a page out of Michael's book and let's talk about why the absolute smartest thing you can do for your PPC right now is probably to just grab a coffee, step back, and leave it alone. We’ll see you in The PPC Den! 🦡 Highlights ​​ 00:00 – Intro 01:34 - Why Restraint is the Hardest Skill in Amazon PPC 02:38 - Trap #1: Reacting to Campaign Data Too Soon 05:31 - The Rule of Thumb for Lookback Windows & Attribution 09:15 - Trap #2: Not Knowing Your True Bid Range (Surprise Math!) 14:30 - How Ad Rank & Product Listings Impact Your Bids 19:20 - Trap #3: Why Busywork & Activity Do Not Equal Strategy 24:58 - Episode Summary  🦡 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 advertising Our guest today is Clément Hynaux, Campaign Manager at Ad Badger Advanced Amazon PPC Bid Optimization What is the role of data in Amazon campaign management? How Should I Analyze My Data for my Amazon PPC Campaign? 📚 Unlock our FREE comprehensive Amazon Marketing Playbook Subscribe to our newsletter Transform your workflow with our comprehensive Amazon Advertising checklist Review all our show notes - Host and Executive Producer: Michael Erickson Facchin Guest Co-Host: Clément Hynaux Senior Producer: Nancy Lili Gonzalez Podcast Coordinator & Graphic Designer: Sofiia Podash Video and Audio Editor: Pedro Moreno

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The world's first Amazon advertising podcast-- hosted by Ad Badger. 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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