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Michael Erickson is the CEO of Ad Badger, easily the best podcast that is dedicated to Amazon PPC. I've listened to them test real case studies, doing things to prove them so to speak. When Amazon misleads or doesn't transparently share how things work, these guys know how to cut through the thick of it and figure it out. 

• PPC, the most important thing on Amazon or the mostest important thing on Amazon?
• If you had to summarize your entire 100 podcasts into one soundbite, what have you learned about PPC?
  • Right product with right message to right consumer at right time.
  • People who master PPC - wield a weapon.  What they know to be true is that there are many ways to market your product. Lot of PPC dimensions. 
  • Not all keywords are treated equal.
  • One keyword will be best.
• So what you're saying is, put my top 3 keywords on a manual campaign and an auto campaign and I will then have Amazon passive income? /s
  • Simple and digestable - and giving the right advice. Step by step process is a disservice.
  • Be helpful/accessible but too complex.
• How many ads is too many?
• Improvements someone can make today:
  • View search term report
  • Add new negatives
    • Negative phrase and exact match.
• When would I want a high ACOS?
  • More often than one would think.
  • Amazon looks at conversions and orders.
    • Pick between 10 orders at 10% acos, or 100 orders at 50% acos, most of the time it makes more sense to do 100 orders at 50% acos.
    • More reviews creates more orders.
• What has changed on Amazon?
  • Way more ads
• What will change in 2021?
  • More ads.
  • Higher complexity.
  • Higher CPC
    • Counter to this to make best listing for that keyword. If you bid less, if you convert better. Be the best result.
  • More competition
  • MUST have brand registry.
• What use case was the most helpful to your cause? Most surprising? 
  • The higher you spend the lower your ACOS. 
  • Diminishing returns?
  • Product market fit - spend more to hungrier market.
• Growing up played starcraft. Got a degree in biology. 
• Taught high school biology

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