This episode is all about one of the smartest Amazon PPC bidding systems you’ll ever come across. Priscilla, our guest, has spent years building her own custom bidding logic — not using software, but by creating a super detailed, data-heavy Excel system that she keeps improving over time. She breaks keywords into different behavior groups, figures out how many clicks each match type really needs to get a sale, checks organic rank, placements, inventory signals, and basically connects all those data points to decide exactly how every bid should move. What’s cool is that she didn’t learn this from any tool — she built it herself after studying a giant Excel file a VA once gave her. If you want to hear how someone can take PPC bidding way deeper than “raise bid, lower bid,” this episode is a super interesting look into how Priscilla thinks and why her approach works so well.

We’ll see you in The PPC Den!

🦡 Highlights ​​

00:00 - Intro

03:30 - Priscilla’s journey into PPC bidding

06:05 - Why static click rules don’t work

07:00 - Visibility vs ACoS

08:45 - Keyword & target classification system

10:30 - Customizing bidding rules per brand

12:15 - Identifying hero keywords and products

13:55 - High-volume but unprofitable targets

15:35 - Click thresholds by match type

17:20 - Cross-analyzing performance and match type

19:20 - Bid summary and directional analysis

21:10 - When bid changes should be zero

23:35 - Competitor vs branded click value

25:05 - Campaign purpose: defense, discovery, conquesting

27:30 - Versioning and evolving a bidding system

29:10 - Inventory levels and soft pausing

30:40 - Placement optimization strategy

32:40 - Optimization frequency and lookback windows

34:00 - Building scalable bidding formulas

35:20 - What’s next: B2B, audiences, and AMC

36:30 - Final takeaways on advanced PPC bidding

🦡 Resources & Links

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Our guest today is Priscilla Wagner of Relentless B2C

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Host and Executive Producer: Michael Erickson Facchin

Guest Co-Host: Priscilla Wagner

Senior Producer: Nancy Lili Gonzalez

Podcast Coordinator & Graphic Designer: Sofiia Podash

Video and Audio Editor: Pedro Moreno