How To Use Psychology To Master Amazon PPC (Classic)

Think cutting your Amazon PPC budget is like saving money? In this episode, Michael Tejeda breaks down why slashing your ad spend right now could actually hurt your organic rankings and cost you more in the long run. With tariffs and economic uncertainty shaking things up, Michael shares real client stories and smart strategies like keyword clustering and budget balancing that helped boost sales—even when the market softened. A must-listen for every Amazon seller who wants to win the game.We’ll see you in The PPC Den!🦡 Highlights ​​00:00 – What questions do Amazon sellers ask most?00:27 – Tariffs are messing things up — why cutting ads now is a bad move02:24 – Why slashing your ad budget can hurt your sales big time04:14 – How Amazon ads help your organic (free) sales06:30 – When a client says “Cut my ads in half!” — what really happens07:37 – How fast your organic sales drop after cutting ads09:00 – Story time: What happened when we pumped up the ad budget15:47 – How grouping keywords helps you spend ad money smarter19:10 – Why breaking keywords into clusters makes your budget work better20:34 – Staying cool when Amazon throws curveballs at your ads22:13 – Different sellers, different ad struggles 🦡 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 advertisingGet to know Michael Tejeda, a skilled campaign manager at Ad BadgerTariff Turmoil: How Brands Are Adapting in 2025Successful Ecommerce Entrepreneur On Business, Scaling 10x, and Finding the Right PartnersThe One Activity That Will Fix Your ACOS in 2025How to Find Products That Sell Organically📚 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 FacchinGuest Co-Host:  Michael TejedaSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno

Michael sits down with Blair Forrest — yes, the one lifting scary barbells, flying solo without an assistant, and casually rethinking the entire North American logistics map.They dive deep into the 2025 tariff chaos: why brands are panicking, how bonded warehouses are basically international waters (minus the pirates), and what it actually means to “wait out” a multi-million dollar shipping problem.From FTZ hacks to cross-border inventory plays, this is your tactical survival guide for the madness — whether you’re paying $5K or $300K per container.It’s messy. It’s essential. It’s surprisingly therapeutic. We’ll see you in The PPC Den!🦡 Highlights ​​0:00 – Goal setting like headless monkeys4:12 – $300K tariffs on $100K goods7:58 – FTZ, Bonded, Anti-USA play explained11:44 – Blair’s real setup: bonded, FTZ, Canada14:32 – Inaction is action: just wait it out16:20 – HS audits: maybe it’s not the water bottle’s fault20:12 – Inbound obsession: check-in time is king now22:01 – Blair's bold predictions: AWD in trouble, West Coast doomed25:05 – Budget discipline vs. ad spend delusions26:45 – Agencies need to be business optimizers now28:13 – Shopify vs Amazon: wake-up call time29:20 – The 3-body problem: Ads vs Organic vs Profit30:30 – Outro🦡 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 advertisingGet to know Blair Forrest of AMZPrep — the logistics mastermind with bold predictions, sharp insights, and just the right amount of chaos to keep Amazon on its toes.How Can I Expand My Amazon PPC Campaign To Canada?10 Steps to Maximize Amazon FBA Inventory LimitsHow Do I Perfect My Amazon Inventory Management?📚 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 FacchinGuest Co-Host:  Blair ForrestSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno

In this episode of PPC Den, we sit down with Francis Leger from GS Plant Foods — a bonsai hobbyist, and the kind of entrepreneur who doesn’t just grow plants… he grows businesses too.Francis shares how he scaled from $0 to $1M (spoiler: it wasn’t magic, it was grit), what needs to shift to hit $5M, and how his approach to marketing and operations evolved at every stage. We also get into the real talk: how to find the right business partner (and how to spot the wrong one fast), why trust matters more than contracts, and what makes a good agency relationship actually work.Of course, we couldn’t let him go without asking the hard-hitting questions: Is being a chef harder than being a founder? What plant is actually trying to die every day? And will AI ever figure out how to water your monstera for you?This episode is part founder therapy, part growth masterclass — and 100% worth your time.We’ll see you in The PPC Den!🦡 Highlights ​​0:00 — Francis’s journey: chef, bonsai fan, ecommerce founder3:00 — Balancing passion with business hustle6:00 — Using outside help to scale smarter10:00  — Why vendor trust matters big time15:00 — Real talk: overcoming tough business challenges30:00  — From hobby to full-on business grind36:00  — COVID pivots and tough lessons38:00  — Marketing’s fast lane: adapt or get left behind40:00  — Retail vs online — who’s winning?43:00 — AI’s role in ecommerce’s future50:00 — Empathy & care: how GS Plant Foods grows more than plants🦡 Resources & Links🦡 GET AD BADGER ➡️ Where to find Michael, Michael Erickson FacchinCheck out Francis and GS Plant Foods at gsplantfoods.com — where healthy plants (and smart business decisions) are always in season.How to Find Products That Sell OrganicallyHow To Use Psychology To Master Amazon PPC (Classic)Who to hire for your Amazon Growth Team  (Classic)What’s the Best Way to Manage an Amazon Brand? Exploring Agency Strategies📚 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 FacchinGuest Co-Host:  Francis LegerSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno 

In this solo episode, Michael kicks back by the river in Texas and reflects on what’s really been working in Amazon PPC this year. After talking to about 80 sellers and marketers every month, one thing stands out in 2025: shifting spend from non-converting to converting.He breaks it down with real numbers, talks through what most people miss when they try to lower ACOS, and shares exactly how to track and cut non-converting spending. Plus, he drops a few of his favorite tactics like duplicate search term analysis and n-gram analysis. Most importantly, he walks through one fix that can dramatically improve your ACOS — without spending more. We’ll see you in The PPC Den!🦡 Highlights00:00 – Greetings from the Pedernales River, thoughts about PPC and spring00:51 – The most important insight of 202501:01 – Mike’s favorite Amazon PPC action: redirecting spend01:31 – What really causes high ACOS: not sales, but spend01:59 – How to find non-converting spend03:27 – Example from an account: $10K spend, $30K revenue, 60% non-converting04:27 – How to reduce ACOS from 33% to 31% without creating new campaigns05:27 – Redirecting $1000 non-converting spend to a keyword with 50% ACOS05:57 – The joy of lowering ACOS and increasing revenue at the same time06:22 – How to track non-converting spend: first steps06:51 – Why it’s important to check reports over different periods (7, 14, 28 days)07:30 – What it means if spend doesn’t double when the period doubles08:27 – Why it’s important to use longer periods for data analysis08:56 – First step after downloading the report: sort by highest spend without orders09:24 – Data analysis by buckets: broad, phrase, auto, close match09:52 – How to combine repeated search terms for more accurate analysis10:20 – Importance of aggregating data across keys appearing in different ad groups🦡 Resources & Links🦡 GET AD BADGER ➡️Where to find Michael, Michael Erickson FacchinNon-Converting Spend: Misunderstood or Mismanaged? A Closer Look at Your PPC CampaignsWhat strategies can help minimize wasted spend in Amazon PPC?How to Achieve Low ACOS with Negative Keywords?Analyzing 2 Amazon Advertising PPC Accounts With Low ACOSWhy Is Your ACOS So High?📚 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 FacchinSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno

In this episode, Michael sits down with Brent Zahradnik to dive deep into how to find products that actually sell on Amazon — without spending a dime on ads. Brent breaks down his exact process for spotting organic winners, sharing real-life examples, tools, and tips that helped him build a successful Amazon business.They cover how to analyze market trends, read customer signals, and pick products that practically sell themselves. Whether you’re just starting out or looking to scale your store, our insights will help you avoid costly mistakes and find products with real potential. We’ll see you in The PPC Den!🦡 Highlights ​​0:00 — Intro1:05 – Discussing Product Research Without Ads  3:20 – Importance of Targeting in Amazon PPC  5:10 – Traffic Sculpting Strategy: What It Is and How It Works  7:00 – Tips for Optimizing Ad Campaigns  9:30 – Success Stories and Common Mistakes to Avoid  10:45 – Outro 🦡 Resources & Links🦡 GET AD BADGER ➡️ Where to find Michael, Michael Erickson FacchinWhere to find Brent, Brent ZahradnikAmazon’s New Expanded Product Targeting: How Do I Make the Most of It?5 Things You Don’t Know About Product TargetingSneaky defaults that drain your budget in 20256 Steps To Have A Successful Product Launch For Your Amazon PPC Campaign📚 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 FacchinGuest Co-Host: Brent ZahradnikSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno 

What’s up, Badger Nation? Mike here, camping in the Cascades, hunting for the elusive North American badger  and some killer Amazon PPC tips.In this episode, we dive into the power of negative keywords and why doing a negative keyword reset could seriously level up your ad game. Think of it like clearing out the old to make space for the new — your product and market change, so your negatives should too.I share smart ways to reset negatives without chaos, why timing (hello, seasonality!) matters, and how to get more control over your PPC traffic flow.If you’ve been scared to add negatives because “what if I need them later?” — here’s the secret: you can take them off again. This reset lets you clean up wasted spend AND test new opportunities.We’ll see you in The PPC Den!🦡 Highlights ​​0:00 — Mike goes wild chasing badgers in the Cascades 🦡2:30 — How top sellers keep ACoS super low 4:00 — Why negative keyword management matters5:30 — When to hit the big RESET button on negatives7:30 — Sneaky campaign-by-campaign negative cleanup hacks10:00 — Benefits of resetting negatives for visibility13:00 — Ad Badger tools that make negative keyword ninja moves🦡 Resources & Links🦡 GET AD BADGER ➡️ Where to find Michael, Michael Erickson FacchinHow to Achieve Low ACOS with Negative Keywords?How And Why To Use Negatives In Your Amazon PPCAnswered Prayers: Negative ASIN Targeting Comes to Auto CampaignsNegative ASIN in Amazon PPC Auto Campaigns: Is it Possible? (Part 1)Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible? (Part 2)📚 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 FacchinSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno 

Today, Elizabeth Greene and I dove into one of the most misunderstood topics in Amazon advertising — vCPM in Sponsored Brands campaigns. Mike still hears people say how great the low ACOS looks for vCPM, but we broke down why that can be misleading.We talked about the difference between CPC and vCPM, how attribution works (clicks vs views), and how ACOS is calculated depending on what data source you're looking at — ad console, bulk files, API, or AMC. We also discussed when vCPM actually makes sense and when it doesn't. Spoiler ⚠️: don't use it for brand defense.We walked through how vCPM can become cheaper than CPC if your CTR is high enough, the creative and retargeting advantages it can offer, and why Mike sees less than 5% of ad budgets going to vCPM even in his best accounts.If you've ever been confused about why you can't switch from vCPM to CPC, or how to measure true performance in SB campaigns  this episode is for you.We’ll see you in The PPC Den!🦡 Highlights ​​0:00 - Meet Elizabeth Greene 2:20 – How to adapt to instability in eCommerce?5:20 – What do clients expect in 2025?6:12 – The role of automation: good or bad?8:05 – How campaign structures changed in 2025?9:15 – Performance Max and new ad formats on Amazon13:05 – Why do analytics matter more than ever?15:22 – Can brands still scale in 2025?19:00 - Optimization based on click and view attribution20:00 - How to download a bulk file for analysis of ACoS and other metrics21:00- Benefits and drawbacks of VCPM campaigns for different brands22:00 - VCPM campaigns and their potential for brands with unique products25:00 - Marketing campaigns similar to "Shark Tank" for unique products26:00 - VCPM with high CTR vs. CPC campaigns29:00 - High CTR in VCPM campaigns leading to better engagement cost reduction30:00 - When VCPM campaigns are effective for unique products?🦡 Resources & Links🦡 GET AD BADGER ➡️ Where to find Michael, Michael Erickson FacchinWhere to find Elizabeth,  Elizabeth GreeneJunglrSneaky defaults that drain your budget in 2025How to Make Amazon Advertising Profitable in 2025?RPSB (Research peel stick and block) 2025 UpdateWhy Aren’t You Testing Placement Adjustments in Amazon PPC? 2025 Amazon Marketing Resolutions and Intentions📚 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 FacchinGuest Co-Host: Elizabeth GreeneSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno

In this episode of the PPC Den podcast, Michael dives into the world of Amazon PPC metrics, and trust us, things get tasty. He compares your PPC performance to TACoS —yes, TACoS! Michael breaks down key metrics like ACOS, TACOS, and ROAS, explaining how each one impacts your campaign’s flavor and success. Grab your Amazon PPC metrics (or maybe just a really tasty Mexican taco) and tune in for this savory breakdown!We’ll see you in The PPC Den!🦡 Highlights ​​0:00 - Intro 1:30 - Explaining the difference between total ACOS and TACoS5:00 - The interaction between paid and organic sales on Amazon7:30 - Evaluating PPC effectiveness with TACoS10:00 - Balancing paid vs. organic sales for better performance12:00 - The importance of a long-term strategy in optimizing TACoS15:00 - How to lower TACoS and improve overall performance18:00 - Maximizing profitability through improved ad spend21:24 - Can a higher ACOS still lead to a healthier business? Yes, it can22:22 - Targeting keywords where your brand has an advantage22:38 - Creating a single keyword campaign to maximize visibility and orders23:01 - Search query performance data and its role in boosting organic sales23:28 - Recap: The four misconceptions about TACoS and corrections24:17 - The exciting new features in our software26:17 - Always consider TACoS in relation to organic performance and profitability🦡 Resources & Links🦡 GET AD BADGER ➡️ Where to find Michael, Michael Erickson FacchinHow to Make Amazon Advertising Profitable in 2025?How Do I Optimize for Total ACOS Goals in Amazon Advertising? (Classic)Evolving Thoughts: Total ACOS for Amazon Advertising How do I Improve Amazon Total ACOS Fast? Boost Organic Ranking📚 Unlock our FREE comprehensive Amazon Marketing Playbook: https://www.adbadger.com/amazon-ppc-checklist/Subscribe to our newsletterTransform your workflow with our comprehensive Amazon Advertising checklistReview all our show notes-Host and Executive Producer: Michael Erickson FacchinSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno 

Are you Scared Sammy or Aggressive Andy? In this solo episode, Michael walks through takeaways from The Psychology of Money by Morgan Housel, and how those lessons apply to your Amazon PPC Campaigns. He’ll discuss the importance of luck, the bias of recency, managing search term reports,  different scenarios implementing these lessons through Scared Sammy and Aggressive Andy, and more!This episode is a rerelease of one of our most popular episodes. Please note the resources and link section for any relevant updates.We’ll see you in The PPC Den!🦡 Resources & Links0:00 – What to Expect in This Episode00:27 – The Psychology of Money1:00 – The Importance of Luck1:50 – Time Horizons & Risk Tolerance2:37 – The Bias of Recency5:00 – Managing Search Term Reports8:10 – Who Was Right?🦡 Highlights ​​🦡 GET AD BADGER ➡️ Where to find Michael, Michael Erickson FacchinThe Wait Is Over… Search Term Reports For Sponsored Brand Ads Are HereLong Tail Search Terms: The Amazon PPC Silent KillerHow Do I Identify And Handle Duplicates In Amazon Search Term Report?📚 Unlock our FREE comprehensive Amazon Marketing PlaybookSubscribe to our newsletterTransform your workflow with our comprehensive Amazon Advertising checklist Review all our show notes-Host and Executive Producer: Michael Erickson FacchinSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno 

In this episode with Sean Stone, we dive into the zone of possibility on Amazon. Ever wonder if your product can actually rank, or are you just throwing ad spend into the wind? We’ll break it all down — how to spot real rankable opportunities, why your conversion rate is your secret weapon, and how to build smart, isolated keyword budgets that actually make sense.Oh, and before we get serious, you’ll hear some fun warm-up stories — like why Sean has a Walt Disney mug he didn’t choose himself, and why Nicolas Cage and The Rock are now his permanent office coworkers.If you're ready to think differently about PPC and get more out of what you already have — this one's for you.We’ll see you in The PPC Den!🦡 Highlights00:00 – Intro05:00 – What is the Zone of Possibility?11:00 – How to spot rankable products18:00 – Smart PPC budget moves24:00 – Rankable vs incremental keywords31:00 – When to spend, when to stop38:00 – Your conversion rate superpower44:00 – How PPC drives organic growth ​​🦡 Resources & LinksWhere to find Michael, Michael Erickson Facchin🦡 ⁠GET AD BADGER⁠ ➡️Where to find Sean,  Sean StoneStone's GoodsSneaky defaults that drain your budget in 2025Should You Use Amazon Ad’s New Budget Rules?How to Use Amazon’s New Budget Tab and ReportHow Can I Use Phrase Match To Rank Higher On Amazon?Launching 54 Campaigns to Rank Multiple Products in the Top 10 on Amazon📚 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 FacchinGuest Co-Host:  Sean StoneSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno