Welcome to the PPC Den Podcast, Badger Nation!

In this episode, your host and CEO Michael Badger breaks down the ultimate checklist for Amazon PPC campaign structure—just the way I laid it out on air. 

Michael takes you through everything from clear campaign naming and smart ad group organization to tackling duplicated search terms and optimizing your ad spend. 

It's a no-nonsense, real-world discussion with actionable tips, so if your campaigns need a little more order (or a lot more profit), this episode is your must-hear guide. 

We’ll see you in The PPC Den!

🦡 Highlights

• 00:00 – Why campaign structure matters

• 01:03 – What this checklist is and how to use it

• 02:00 – Naming conventions for campaigns and ad groups

• 03:30 – Are you advertising what you should?

• 05:35 – When to group or separate products in campaigns

• 07:22 – Search term relevance & how to catch irrelevant traffic

• 08:50 – Duplicated search terms: when they’re fine, and when they’re not

• 09:45 – Expanding top-performing terms to Sponsored Brands & Display

• 10:30 – Segmenting auto campaigns: close match, loose match & more

• 11:45 – Structuring campaigns by goals: ranking vs. profitability

• 13:00 – Avoiding over-segmentation and managing low-data keywords

• 14:45 – Final checklist tips + preserving high-performing campaigns

• Find Michael Erickson Facchin — Ad Badger’s CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertising
• 🦡 ⁠GET AD BADGER⁠ ➡️
• 6 Principles to Follow For Amazon PPC Campaign Structure
• How Do I Transform My  Amazon PPC Campaigns With A Strategic Restructure
• Case Study: How Do I Fix A Bad Amazon Campaign Structure?
• How Do I Structure Amazon Campaign Names?
• How Do I Optimize My Amazon Campaign Structure?
• 📚 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

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Host and Executive Producer: Michael Erickson Facchin

Senior Producer: Nancy Lili Gonzalez

Podcast Coordinator & Graphic Designer: Sofiia Podash

Video and Audio Editor: Pedro Moreno

Today, we’re doing something a bit wild — we’re limiting our ad budget on purpose. Sounds crazy? Maybe. 

But we want to see what happens when Amazon ads run out of steam halfway through the day. Will organic sales rise? Will ranking improve? Let’s find out together.

In this episode, we’re walking through four powerful techniques to test this strategy. We’ll pick a rankable product, set up a focused keyword campaign, play with aggressive bids, and limit the budget just enough to spark change.

Sean Stone joins us in this episode to break it all down and share what really works.

We’ll see you in The PPC Den!

🦡 Highlights ​​

• 0:00 – Intro:  Meet Sean Stone

• 3:00 – Technique 1: Choosing a rankable product

• 7:00 – Technique 2: Setting up a one-keyword campaign

• 11:30 – Technique 3: Using aggressive bids and top placements

• 16:20 – Technique 4: Limiting daily budget to trigger organic lift

• 21:00 – How to track results and measure success

• 25:20 – When this strategy doesn’t work

• 🦡 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

• Meet our friend  Sean Stone founder of Stone’s Goods as he spills the secrets behind scaling brands on Amazon with his PAIR strategy

• https://www.linkedin.com/in/sean-stone/ 

• One Keyword, 8 Tools. Accuracy for Search Volume & Sales on Amazon

• How One Keyword Can Apply to Multiple Products

• 6 Principles to Follow For Amazon PPC Campaign Structure

• How to Optimize Minimum and Maximum Bids in Amazon PPC to Improve ACoS

• How to Find Products That Sell Organically

• Finding Your Zone of Possibility for Amazon PPC Rankings

• 📚 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

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Host and Executive Producer: Michael Erickson Facchin

Guest Co-Host: Sean Stone

Senior Producer: Nancy Lili Gonzalez

Podcast Coordinator & Graphic Designer: Sofiia Podash

Video and Audio Editor: Pedro Moreno 

What’s going on, Badger Nation? 

This week inside the PPC Den, Michael takes us on a summertime journey through the six core principles of building a winning Amazon PPC campaign structure.  Whether you're sitting under live oaks in Austin or deep in your ad account, this episode will give you the clarity and mindset shift you need.

Campaign structure is one of the most misunderstood yet powerful parts of PPC strategy. In this episode, we’re not going tactical yet — we’re laying the foundation with six timeless principles that can guide your campaign structure decisions in any situation:

🦡 Find the right level of segmentation so your campaigns are neither overcrowded nor overly fragmented

🦡 Treat your campaign structure as a process that should evolve based on performance

🦡 Make sure your ads appear only in places where your product is truly relevant

🦡 Group campaigns by shared goals to keep your strategy clear and organized

🦡 Work within Amazon’s structural limitations to stay in control of your targeting and budget

🦡 Improve your campaign structure gradually to preserve data and learn as you go

This is part one of a multi-episode series. So if you're ready to finally understand campaign structure and stop guessing, start here.

We’ll see you in The PPC Den!

🦡 Highlights

• 00:00 — Intro 

• 02:40 — Principle 1: Goldilocks Principle — finding the right level of segmentation

• 04:30 — Why over-segmentation hurts optimization

• 05:10 — Principle 2: Race Car Principle — continuous campaign structure improvement

• 07:20 — Principle 3: Relevance Principle — keeping your ads relevant

• 08:50 — Principle 4: Grouping by Theme — organizing campaigns by goals

• 10:20 — Principle 5: Structural Limits — working within Amazon’s platform constraints

• 11:45 — Principle 6: Rome Principle — gradual campaign structure updates

• 13:50 — Outro🦡 Resources & Links🦡 GET AD BADGER ➡️
• Where to find Michael, Michael Erickson Facchin
• A Case for Segmenting Branded Keywords in Amazon PPC
• The 6 Layers of Campaign Structure Complexity
• ​​How Do I Find New Areas To Scale My Campaign?
• How Can An Amazon Campaign Audit Help My Business?
• The Complete Amazon Advertising Evergreen Campaign Strategy Guide
• 📚 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

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Host and Executive Producer: Michael Erickson Facchin

Senior Producer: Nancy Lili Gonzalez

Podcast Coordinator & Graphic Designer: Sofiia Podash

Video and Audio Editor: Pedro Moreno

In this episode, Mina Elias from Trivium Group drops some serious knowledge bombs on how crushing it on Amazon isn’t just about ads and listings — it’s about mindset, mental toughness, and yes, even jiu-jitsu 🥋 (because why not train like a fighter to survive the Amazon jungle?).

We dive deep into why your body is your ultimate business asset, why building the best brand beats just slapping products on a shelf, and how to run your Amazon store like a well-oiled machine that never quits. Mina spills the tea on mastering product-market fit and owning your keyword game .

Tune in, get inspired, and maybe even get off the couch for a round of jiu-jitsu!!

We’ll see you in The PPC Den!

🦡 Highlights ​​

• 00:00 – Welcome back Mina Elias

• 03:15 – Jiu-jitsu, mindset 

• 05:35 – Your body = your business machine (Lamborghini or rusty clunker?)

• 06:25 – The Amazon battlefield in 2025: no more “easy wins”

• 07:00 – Why your 2015 strategy won’t work today (bye-bye, gold rush)

• 08:00 – Are you building the best brand — or just selling stuff?

• 11:00 – Real product examples: what buyers actually want

• 12:06 – Is your product page truly the best one on the internet?

• 13:25 – Why great brands win without even trying

• 14:45 – Conversion rate: the “cheat code” for Amazon growth

• 16:00 – Amazon vs. Facebook Ads: who wins the simplicity game?

• 17:15 – “Moneyballing” Amazon success with checklists & nerdy details

• 19:45 – What if your product page is great? What’s next?

• 21:10 – PPC strategy explained like a human, not a robot

• 26:36 – Success = systems

• 28:50 – Using Brand Analytics to measure conversion 

Prime Day 2025 is here (8–11 July), and we’ve got something special for you.

Every year, like clockwork, we at Ad Badger dig deep into the data, dust off our best strategies, and sharpen our PPC claws for what’s basically the Super Bowl of Amazon selling. This year? We’ve packed everything we’ve learned since 2018 into one mega-episode—stories, missteps, wins, surprises, and a few controversial takes.

We talk about what actually happens to conversion rates, why ACoS drops while spend goes up, and how Prime Day isn’t just about the 48 hours—it’s about the before and after. You’ll hear about the exact moment one seller realized their campaigns were cannibalizing their own keywords. And why another seller got better results by doing... absolutely nothing.

We’ll see you in The PPC Den!

🦡 Highlights ​​

• 0:00 – Conversion rates jump on Prime Day (2018 data)

• 1:53 – Prime Day duration increased from 36 to 48 hours over the years

• 5:03 – Clicks surge by about 70% on Prime Day

• 6:11 – Sales increase by 130% on Prime Day

• 7:54 – Average daily ad spend rises by 78% on Prime Day

• 8:40 – ACoS (Advertising Cost of Sale) drops from 31% to 25% on Prime Day

• 12:57 – Recommended to increase budgets 2–3x on Prime Day, tapering up 1.5–2.5x in days leading up

• 14:04 – Increase bids by 10% across the board; 50–100% on top-converting products

• 17:39 – Huge conversion rate increase (~35%) during Prime Day, worth aggressive budget scaling

• 27:43 – Strategy to aggressively target customers pre-, during, and post-Prime Day for max impact

🦡 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

• A Data-Oriented Approach to Amazon Prime Day Advertising

• The No-Hype, All Data Approach to Prime Day PPC

• Prime Day Preparation: Capitalizing on the Most Important Days of the Year

• Your Guide to Amazon Prime Day 2021

• How Do I Make the Most of Prime Day 2023 as an Amazon PPC-er?

• When Is Prime Day 2025? Everything You Need to Know

• 📚 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

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Host and Executive Producer: Michael Erickson Facchin

Senior Producer: Nancy Lili Gonzalez

Podcast Coordinator & Graphic Designer: Sofiia Podash

Video and Audio Editor: Pedro Moreno 

In this episode, we chat with Emma Schermer Tamir of Marketing by Emma about how AI is flipping the Amazon customer journey upside down. She shares how she’s using tools like ChatGPT to beat writer’s block, dig into reviews, and fine-tune copy—but also why human creativity still steals the show. 

We get into why solid branding and killer visuals matter more than ever, how great A+ content can boost trust (and sales), and what makes a product page actually stand out in the age of average AI-generated everything. 

It's a real talk on where ecomm is headed—and how to stay ahead.

We’ll see you in The PPC Den!

🦡 Highlights

• 00:00 – Welcome back, Emma!

• 02:00 – Even Emma’s dad uses ChatGPT for everything

• 03:20 – Rufus handles 270M searches… but still struggles

• 05:00 – Perplexity’s smarter product comparison layout

• 08:00 – Why Amazon search is frustrating customers

• 10:00 – Emma likes the new “high return rate” badge

• 13:00 – “Do you have the best page on the internet?”

• 14:30 – Pre-answering customer questions matters more than ever

• 16:00 – The end of outdated keyword-stuffed listings

• 17:30 – Visual clarity and emotional connection win

• 18:30 – Appealing to AI vs. appealing to humans

• 19:00 – Run your images through ChatGPT to test clarity

• 28:30 – AI is influencing conversions—outside Amazon too

• 🦡 GET AD BADGER ➡️ https://www.adbadger.com/pricing-product-tour/

• Find Michael Erickson Facchin — Ad Badger’s CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertising

• Meet Emma Schermer Tamir — copy queen, clarity junkie, and your secret weapon for turning Amazon clicks into conversions

• Is Your Amazon Listing Stuck in 2016? 11 Things to Fix Right Now

• Common Mistakes With Amazon Product Listings and How to Avoid Them  (Classic)

• How Can Product Images on Amazon Boost Conversion Rates?

• How Can I Elevate My Copywriting In 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

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Host and Executive Producer: Michael Erickson Facchin

Guest Co-Host:  Emma Schermer Tamir

Senior Producer: Nancy Lili Gonzalez

Podcast Coordinator & Graphic Designer: Sofiia Podash

Video and Audio Editor: Pedro Moreno

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 move

• 02:24 – Why slashing your ad budget can hurt your sales big time

• 04:14 – How Amazon ads help your organic (free) sales

• 06:30 – When a client says “Cut my ads in half!” — what really happens

• 07:37 – How fast your organic sales drop after cutting ads

• 09:00 – Story time: What happened when we pumped up the ad budget

• 15:47 – How grouping keywords helps you spend ad money smarter

• 19:10 – Why breaking keywords into clusters makes your budget work better

• 🦡 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

• Get to know Michael Tejeda, a skilled campaign manager at Ad Badger

• Tariff Turmoil: How Brands Are Adapting in 2025

• Successful Ecommerce Entrepreneur On Business, Scaling 10x, and Finding the Right Partners

• The One Activity That Will Fix Your ACOS in 2025

• How to Find Products That Sell Organically

• 📚 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

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Host and Executive Producer: Michael Erickson Facchin

Guest Co-Host:  Michael Tejeda

Senior Producer: Nancy Lili Gonzalez

Podcast Coordinator & Graphic Designer: Sofiia Podash

Video 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 monkeys
• 4:12 – $300K tariffs on $100K goods
• 7:58 – FTZ, Bonded, Anti-USA play explained
• 11:44 – Blair’s real setup: bonded, FTZ, Canada
• 14:32 – Inaction is action: just wait it out
• 16:20 – HS audits: maybe it’s not the water bottle’s fault
• 20:12 – Inbound obsession: check-in time is king now
• 22:01 – Blair's bold predictions: AWD in trouble, West Coast doomed
• 25:05 – Budget discipline vs. ad spend delusions
• 26:45 – Agencies need to be business optimizers now
• 28:13 – Shopify vs Amazon: wake-up call time
• 29:20 – The 3-body problem: Ads vs Organic vs Profit
• 30:30 – Outro

• 🦡 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

• Get 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 Limits

• How Do I Perfect My Amazon Inventory Management?

• 📚 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​​​​​

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Host and Executive Producer: Michael Erickson Facchin

Guest Co-Host:  Blair Forrest

Senior Producer: Nancy Lili Gonzalez

Podcast Coordinator & Graphic Designer: Sofiia Podash

Video 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 ​​

• 🦡 GET AD BADGER ➡️

• Where to find Michael, Michael Erickson Facchin

• Check 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 Organically

• How 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 Playbook

• Subscribe to our newsletter

• Transform your workflow with our comprehensive Amazon Advertising checklist

• Review all our show notes

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Host and Executive Producer: Michael Erickson Facchin

Guest Co-Host:  Francis Leger

Senior Producer: Nancy Lili Gonzalez

Podcast Coordinator & Graphic Designer: Sofiia Podash

Video 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!
🦡 Highlights

• 00:00 – Greetings from the Pedernales River, thoughts about PPC and spring

• 00:51 – The most important insight of 2025

• 01:01 – Mike’s favorite Amazon PPC action: redirecting spend

• 01:31 – What really causes high ACOS: not sales, but spend

• 01:59 – How to find non-converting spend

• 03:27 – Example from an account: $10K spend, $30K revenue, 60% non-converting

• 04:27 – How to reduce ACOS from 33% to 31% without creating new campaigns

• 05:27 – Redirecting $1000 non-converting spend to a keyword with 50% ACOS

• 05:57 – The joy of lowering ACOS and increasing revenue at the same time

• 06:22 – How to track non-converting spend: first steps

• 06:51 – 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 doubles

• 08:27 – Why it’s important to use longer periods for data analysis

• 08:56 – First step after downloading the report: sort by highest spend without orders

• 09:24 – Data analysis by buckets: broad, phrase, auto, close match

• 09:52 – How to combine repeated search terms for more accurate analysis

• 10:20 – Importance of aggregating data across keys appearing in different ad groups

🦡 Resources & Links

• 🦡 GET AD BADGER ➡️

• Where to find Michael, Michael Erickson Facchin

• Non-Converting Spend: Misunderstood or Mismanaged? A Closer Look at Your PPC Campaigns

• What 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 ACOS

• Why Is Your ACOS So High?

• 📚 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