The Top of Search Show - Amazon, Walmart, Ecommerce, and More

🎙 In this episode of Top of Search, ex-Googler and Google Ads coach Jyll Saskin Gales joins Robyn and Abe to unpack the evolving Google Ads landscape and how it compares—and complements—Amazon advertising. They dive deep into how conversion tracking, ROAS expectations, and ad formats like PMAX and Demand Gen shape strategy. Jyll offers practical advice for sellers transitioning from Amazon to Google, highlighting key similarities and major differences that affect ad setup, tracking, and optimization.

🔑 Key Takeaways:

💡 Amazon vs. Google Ads: The Core Differences
• Amazon’s ads impact organic ranking; Google’s do not.
• Google requires custom setup for conversion tracking; Amazon handles it automatically.
• Google’s campaign formats (e.g., Demand Gen, PMAX) offer flexibility but require strategy.

🎯 Smart Bidding & Match Types Demystified
• Broad match on Google is wider than on Amazon—smart bidding narrows targeting over time.
• Google “Exact Match” focuses on intent, not literal keywords.
• Successful bidding hinges on strong conversion tracking and sufficient data volume.

📈 What Success Looks Like in Google Ads
• At least 30 conversions in 30 days helps smart bidding optimize.
• Target smaller SKU sets for better results early on.
• Troubleshoot with click-through rate (CTR), CPC, and conversion tracking diagnostics.

🛍 Demand Gen vs. Shopping Ads vs. PMAX
• Use Shopping Ads if search demand exists—check via Google Keyword Planner.
• Try Demand Gen if users don’t know what to search (like niche or new products).
• Performance Max (PMAX) is automated and powerful, but not ideal for beginners.

🧰 Tips for Amazon Sellers Expanding to Google
• Start with your own site for better margins and conversion tracking.
• Avoid relying solely on Shopify’s automated Google campaigns—take manual control.
• Use micro-conversions (add to cart, quiz completions) to gather learning signals.

📧 Own Your Customer Data
• Capture email addresses via quizzes or unique value—not just discounts.
• This data strengthens remarketing and customer relationships long-term.

🔗 Mentioned Links:

• 🔍 Google Keyword Planner – to explore search demand
• 📚 Inside Google Ads Podcast by Jyll Saskin Gales
• 🎓 Jyll’s Courses & Coaching
• 📱 Jyll on TikTok, Instagram, YouTube, Threads: @the_google_pro
• 📣 Amazon Attribution Program

🎙️ In this episode, e-commerce advertising expert Will Haire, founder of BellaVix, joins Abe and Robyn to break down Amazon DSP (Demand Side Platform). They dive into who should be using DSP, when it makes sense, and why it’s often misunderstood. Will shares tactical advice, pitfalls to avoid, and how DSP fits into a broader Amazon advertising strategy.

🔑 Key Takeaways

💻 Amazon DSP: Beyond the Hype
• DSP is Amazon's programmatic advertising platform, offering advanced audience targeting using real shopping data.
• It's not just for on-Amazon ads—DSP reaches third-party sites, Twitch, IMDB, and more.
• Amazon reps aggressively push DSP, but it's not always the right fit for every brand.

📊 When Is a Brand Ready for DSP?
• Minimum recommended spend: $5,000/month for effective campaigns.
• Best suited for brands doing $50-70K/month in sales looking to break through stagnation.
• Focus areas: Retargeting, abandoned carts, conquesting competitors.

🔎 The Realities of DSP Performance
• DSP is more brand awareness and audience-building focused, less direct-response than Sponsored Products.
• Sponsored Products should be maxed out before considering DSP.
• ROAS expectations for DSP differ; key metrics include click-through rates, detail page views, and new-to-brand purchases.

💡 Strategic Considerations & Common Missteps
• Exclusion controls in DSP offer valuable brand safety levers not available in Sponsored Display.
• Creative quality and audience segmentation are critical for DSP success.
• Brands often mistake DSP for a guaranteed ROAS driver—it’s more akin to billboard advertising.
• Consumables and premium-priced products benefit most from DSP's audience-building potential.

⚙️ Tools and Insights Mentioned
• Amazon Marketing Cloud (AMC) – For deeper attribution insights and customer journey tracking.
• PacVue – Tried for reporting but found Amazon’s native dashboard sufficient.
• Cantar Study – Reference for Amazon’s “better together” advertising philosophy.
• Influencer Marketing – Often a better fit for early-stage brands over DSP investments.

🔗 Useful Links Mentioned
• BellaVix
• Robyn Johnson on LinkedIn
• Abe Chomali on LinkedIn
• Amazon Marketing Cloud (AMC)

🎙In this episode, Michael Erickson Facchin, a seasoned digital marketing expert and host of the PPC Den podcast, shares valuable insights on Amazon PPC, audience targeting, and the evolving e-commerce landscape. He discusses the importance of data, the challenges of navigating new features, and how brands can balance testing with fundamentals to optimize their campaigns.

🔑 Key Takeaways

💻 Amazon PPC: Technical Marketing at Its Core
• Amazon’s PPC system is evolving, but still lags behind Google and Meta in some areas.
• Understanding data is crucial, but sifting through overwhelming amounts of information can be challenging.
• Audience targeting is improving, but still needs refinement to truly compete with Google and Meta.

📊 Audience Targeting on Amazon: Not Quite There Yet
• Amazon’s new audience targeting features are promising but still in early stages.
• Brands need to balance fundamentals with testing new features to optimize campaigns.
• Effective use of audience targeting requires understanding the complexities of warm and cold audiences.

🔎 The Importance of Product Fit in a Crowded Market
• Product-market fit remains a fundamental element for success in e-commerce.
• A unique product that offers real value is more likely to succeed than a "me-too" product.
• It’s crucial to protect unique product ideas through patents and strong branding.

💡 Building a Brand with a Unique Edge
• Expanding your product line can work if done right, by identifying search term data and market gaps.
• Understand your market before launching product extensions.
• Products that capture the spirit of the market are more likely to become enduring brands.

⚙️ Tools and Insights Mentioned
• AdBadger – Amazon PPC management tool for optimizing campaigns.
• Google Ads – For cross-functional digital marketing strategies.
• Amazon Sponsored Products – Best ad type for e-commerce sellers, still in need of more advanced features.
• LinkedIn – Be cautious of hype and "quick fixes" from influencers.

🔗 Useful Links Mentioned
• AdBadger
• PPC Den Podcast
• Google Ads
• Amazon Sponsored Products
• LinkedIn
• Hexagons are the Bestagons – Watch here!  

🎙 Robyn Johnson & Abe Chomali break down where AI enhances agency work and where it falls short. They share real-world examples across images, copywriting, advertising, and brand ideation, emphasizing how AI supports — but does not replace — human expertise and strategy.

🔑 Key Takeaways

🖼️ AI in Images: Helpful, but Risky
• Great for quick lifestyle images and background enhancements for small brands.
• Not reliable for strict brand guidelines, proportions, or avoiding copyright risks.

📝 Copywriting with AI: A Strong Start
• AI drafts titles, bullets, and callouts well — but humans must edit for accuracy and compliance.
• Prompt engineering and tools like Character.AI and custom GPTs improve results.

📈 AI & Advertising: Only Half the Job
• AI ad tools help with data summarization but don’t outperform human ad managers.
• Rule-based PPC tools (like Optimizer or PPC Profit) are still preferred for control and consistency.

💡 AI for Ideation and Strategy
• AI shines in generating brand names, new ideas, and article drafts.
• Use AI for brainstorming and summarizing, not final decisions or strategy setting.

⚙️ Best Tools and Approaches Mentioned
• ChatGPT (especially with custom GPTs) – For content, prompts, and communications
• Claude – Better for technical writing, programming support, and detailed analysis
• Canva Pro – Easy creative tools with layered AI assistance
• Character.AI – Customer avatar creation and ideation training
• Rule-based PPC software – For safer ad management (vs. "auto AI" ad tools)

⚖️ AI + Agency Expertise: Hybrid is Best
• AI saves time on tedious tasks, but human review is essential.
• Agencies provide deeper customer understanding, legal compliance, and strategic decision-making that AI alone can't match.

🧩 Final Advice for AI Beginners
• Start by using AI to draft, not finalize — especially for copy and ideation.
• Learn basic prompt engineering or ask AI to create the best prompts for you.
• Treat AI like a team assistant, not a team replacement.

🔗 Useful Links Mentioned

• Character.AI – Build customer avatars and ideate with AI characters
• ChatGPT Explore GPTs – Browse and create custom GPTs
• Claude by Anthropic – Advanced AI for programming, writing, and analysis
• Canva Pro – AI-assisted creative tools for image generation
• Make.com – Workflow automation platform
• Otter.ai – Record and transcribe outlines for article writing
• Google Workspace – Built-in AI tools for documents and spreadsheets
• Optmyzr - Rule-based PPC management tool

🎙 Robyn Johnson & Abe Chomali chat with Ritu Java (PPC Ninja) about how AI is transforming workflows, from hiring automation to creative asset generation. Ritu shares real use cases, tool recommendations, and insights on prompt engineering.

🔑 Key Takeaways

🧠 AI Isn’t Magic — It’s Layered
• AI works best when problems are broken into parts.
• Think in layers—use AI for what it does well, then add human input.

💬 Prompt Engineering Still Matters
• Prompting is a skill. You can start simple but refine as needed.
• Tools like Sora often rewrite prompts internally; learning from those is valuable.

🛠️ Build Smart Workflows with AI + Automation
• Example: Ritu automated job applications using Google Forms → Sheets → Make.com → ChatGPT API → Gmail.
• AI handled candidate evaluation; Google Apps Script emailed the top candidates daily.

📊 Best Tools to Invest In
• ChatGPT Plus – General LLM & custom GPTs
• Perplexity AI – In-depth research
• Claude – Excellent for code and long-form reasoning
• Canva Pro – 200+ AI creative tools
• Kling AI – Virtual try-on for apparel
• Vidu – Combines images into cinematic video clips
• Make.com – Workflow automations
• Google Workspace – Built-in Gemini AI for documents, spreadsheets, and email

📚 Custom GPTs as Daily Tools
• Start by exploring the ChatGPT Explore GPTs section.
• Search terms like “AMZ” reveal tools for seller support, listings, and keyword research.
• Anyone can create one—no coding required.

⚖️ AI + Amazon: Finding the Balance

• Ritu still manages Amazon accounts herself to stay hands-on.
 • Her agency uses AI for anomaly detection, keyword insights, and more to save hundreds of hours.
 • A balance between deep AI work and Amazon expertise ensures scalable growth.

🧩 Final Advice for AI Beginners

• Start by using existing custom GPTs to solve small tasks.
 • Follow creators in the AI space to stay updated.
 • Don’t give up too soon—AI is already powerful, it just requires better direction.

🔗 Helpful Links from the Episode

• PPC Ninja Newsletter (Free, Weekly)
• Ritu Java on LinkedIn
• Make.com – Workflow Automation
• ChatGPT Explore GPTs
• Perplexity AI
• Claude by Anthropic
• Kling AI
• Canva Pro

 Episode Summary: Brandon Young on Tariffs & Survival Strategies for Amazon Sellers 

Due to the changing nature of this topic, we feel it is important to note that the recording date of this episode was April 16th, 2025

🎙️ Brandon is a seasoned 8-figure Amazon private label seller, founder of Seller Systems, and co-creator of Data Dive software. He joined Robyn and Abe to break down the recent spike in tariffs and what sellers can do to stay competitive and legal. 

🔑 Key Takeaways 

1. Tariffs Are Here and They're Brutal 

• Tariffs as high as 154% are being added to imported goods, massively impacting landed costs and margins. 
• Sellers used to bake in development and tooling costs into unit prices, but now those embedded costs increase tariff exposure. 

2. The “First Sale Doctrine” Strategy 

• By structuring purchases through an intermediary and separating non-dutyable costs (like tooling, packaging design, branding), you can lower your declared COGS and reduce tariff exposure. 
• Must have two arm ’s-length transactions, proper dual invoicing, and a clear declaration to customs. 
• Keep detailed records for at least 5 years to survive audits. 

Docs Required: 

• Original manufacturer invoice to intermediary 
• An intermediary invoice to your company 
• Declaration to customs of First Sale usage 

3. Use of Bonded Warehouses 

• Delays the tariff payment until goods are released into the U.S. market. 
• Offers flexibility—goods can be redirected to other countries (e.g., Canada or Mexico) if tariffs worsen. 
• Downsides: Tariffs could increase by the time goods are released. 

4. Drip-Feeding & Holding Inventory 

• Use strategies like SKUDrop to store goods in China and ship gradually. 
• Or ask your factory to hold inventory and release it in small batches to maintain price advantage and flexibility. 
• Be cautious about substantial transformation rules—just moving goods to Vietnam or Mexico isn’t enough; they must be significantly altered to change the country of origin. 

5. Monitor the Market 

• Track competitor pricing closely to avoid losing the Buy Box. 
• Don’t raise prices drastically; instead, use small increments or coupons to test elasticity. 
• Discount strategically to maintain rankings while preserving profitable inventory. 

6. Be Realistic About Relocating Production 

• Moving out of China is a long-term strategy—can take 6 to 12 months or more. 
• Factories in countries like Vietnam are often booked out until 2026. 
• Consider diversifying but don’t expect a quick fix. 

🔗 Links & Resources Mentioned 

• Brandon's Tariff Workshop
• 🔧 Seller Systems  
• 📊 Data Dive  
• 🌴 Camp Ecom (Amazon seller retreat in Cancun)  
• 📦 SKUDrop – China-based inventory drip shipping service

Nothing in this episode constitutes legal advice.  Please consult with your legal department before making any business decisions. 

🎙 Robyn Johnson & Abe Chomali discuss when and how to expand beyond Amazon, covering international marketplaces, Walmart, eBay, Mercado Libre, and more. They break down the risks, benefits, and key considerations before making the move.

🔑 Key Takeaways

📈 Maximize Amazon First

• Before expanding, ensure Amazon sales are near peak efficiency.
• Expanding too soon can waste time, money, and inventory.
• Diversification is important but should be strategic, not rushed.

🌍 Choosing the Right Marketplace

• Walmart – A top alternative, but WFS (Walmart Fulfillment Services) is often required for success.
• eBay – Great for clearing old inventory, niche categories, and used goods.
• Mercado Libre – The largest Latin American marketplace, useful for selling in Mexico, Argentina, and beyond.
• Etsy – Ideal for handmade, vintage, and craft supplies.
• Target, Home Depot, Chewy – More selective marketplaces but valuable for niche brands.

🌎 International Expansion: Challenges & Opportunities

• Amazon International can work well, but each country has unique regulations and logistics.
• Language and localization matter—Google Translate isn’t enough.
• VAT, customs, and returns add complexity to global sales.

⚠️ Key Risks to Consider

• Expanding can tie up inventory, making it harder to restock on Amazon US.
• Regulations, compliance, and fees vary by platform and country.
• Poor planning can lead to stockouts or excess inventory in the wrong market.

🔗 Helpful Links from the Episode

• Amazon Global Selling
• Walmart Marketplace
• Mercado Libre

🚀 Final Thoughts

• Max out Amazon before expanding—jumping too soon can hurt your business.
• Choose the right marketplace based on where your audience shops.
• Plan for success—expansion takes more time and money than expected.

If done right, multi-channel selling can be a game changer.

🎙 Robyn Johnson & Abe Chomali sit down with Elizabeth Greene to discuss Amazon match types, ad strategy, and campaign optimization. They dive into the evolution of Amazon advertising, common mistakes, and best practices to maximize ad performance.

🔑 Key Takeaways

📢 The Evolution of Amazon Advertising

• Amazon ads were once simple and low-cost, but competition and rising CPCs have made advertising more complex.
• Auto campaigns and broad targeting no longer work as they once did—sellers must actively manage and optimize campaigns.
• New ad types and targeting options provide more control but also introduce more complexity.

🎯 Match Types & Bidding Strategies

• Broad, phrase, and exact match types each serve different purposes—understanding when to use them is key.
• The old strategy of moving from broad to exact match doesn’t always work on Amazon.
• Negative keyword strategies can be effective but must be used carefully to avoid limiting performance.
• Bidding just above the minimum (e.g., $0.07 instead of $0.05) can significantly increase visibility.

📊 Scaling & Optimizing Campaigns

• Amazon’s increasing CPCs require tighter ad management—bad ad spend can quickly eat into margins.
• Franken campaigns (messy structures with mixed match types) can sometimes work but require careful oversight.
• Segmenting campaigns by match type and product grouping allows for better control and optimization.

🚀 When to Expand & When to Hold Back

• Not every campaign needs constant tweaking—if it’s working, don’t change it unnecessarily.
• Expanding to new match types or campaign structures should be done when performance is stable.
• Prioritization matters—focus on high-impact optimizations first before making broad changes.

🔗 Helpful Links from the Episode

• Junglr.com 
• Amazon Advertising 
• LinkedIn – Elizabeth Greene

🎯 Final Thoughts

• Amazon advertising is more complex than ever, and success requires constant learning and strategic adjustments.
• Match types should be tested and optimized but forcing a rigid structure can backfire.
• Managing CPCs and ad spend effectively is critical to maintaining profitability.

If done right, a well-structured ad strategy can be a game-changer for scaling your Amazon business!

🎙Robyn Johnson & Abe Chomali sit down with Matt Snyder to discuss Seller Fulfilled Prime (SFP), Fulfilled by Merchant (FBM), and how brands can optimize their fulfillment strategies beyond Amazon FBA. They explore the challenges, benefits, and best practices for implementing SFP and FBM effectively.

🔑 Key Takeaways

🚀 Maximizing Amazon Fulfillment Options

• While FBA is ideal for most brands, SFP and FBM can offer cost savings and flexibility in certain cases.
• SFP works well for high-value, bulky, seasonal, and slow-moving products.
• Amazon’s strict performance metrics for SFP require careful execution.

📦 When to Consider Seller Fulfilled Prime (SFP) or FBM

• Inventory Gaps: If stockouts frequently impact sales, FBM can serve as a backup to maintain listings.
• High-Value & Large Products: Jewelry, furniture, and oversized goods can save on fees with FBM or SFP.
• Seasonal & Limited Inventory: FBM prevents overstocking FBA during seasonal peaks.
• Control Over Shipping: SFP allows sellers to manage customer experience better than FBA.

📊 Cost Considerations & Choosing a 3PL

• If fulfillment fees exceed 38% of the total sale price, SFP or FBM might be more cost-effective.
• Brands must evaluate carrier rates, storage costs, and shipping speed when selecting a third-party logistics (3PL) partner.
• Recommended 3PLs:
  • DaVinci Micro Fulfillment – Nationwide locations & strong carrier relationships. 
  • Ware2Go (owned by UPS) – Scalable fulfillment with UPS benefits. 

⚠️ Common Challenges & Risks

• SFP Approval Process: Requires a 100-order prequalification and a 30-day trial period with strict shipping metrics.
• Maintaining SFP Status: Amazon enforces a three-strike policy, so brands must proactively manage shipping delays.
• Weekend Deliveries: Amazon requires one weekend day for SFP shipments—brands must plan accordingly.

🔗 Helpful Links from the Episode

• Amazon Seller Fulfilled Prime
• Amazon Buy Shipping Services
• DaVinci Micro Fulfillment
• Ware2Go (UPS)

🎯 Final Thoughts

• Brands should analyze their fulfillment costs and consider SFP or FBM for better inventory control and cost savings.
• FBA remains the best option for most products, but alternative fulfillment strategies can reduce risk and increase flexibility.
• Partnering with the right 3PL is key to maintaining fast, reliable shipping outside of Amazon FBA.

If done correctly, Seller Fulfilled Prime and FBM can be game-changers for brands looking to optimize fulfillment beyond Amazon!

🎙 Robyn Johnson & Abe Chomali dive deep into Amazon match types and advertising fundamentals, covering how different match types impact ad performance, bidding strategies, and campaign optimization.

🔑 Key Takeaways

📢 Understanding Match Types is Essential

·       Amazon offers multiple match types: Exact, Phrase, Broad, Broad Match Modifier, and Automatic campaigns.

·       Exact Match targets precise keywords, while Phrase Match allows variations before or after the keyword.

·       Broad Match provides the widest reach but can be less precise.

·       Automatic Campaigns rely on Amazon’s algorithm to find relevant placements.

💡 Negative Matching & Bid Adjustments

·       Negative Match prevents wasted ad spend on irrelevant search terms.

·       Bid Adjustments help fine-tune performance without over-relying on negative matching.

·       Brands should test all match types to find the most profitable structure.

🚀 Campaign Segmentation & Strategy

·       Multiple campaigns per product allow better control over bids and performance.

·       Avoid "set it and forget it"—ad campaigns require regular optimization.

·       Event-based advertising (e.g., Shark Tank, Oprah’s Favorite Things) needs strategic scaling of budgets and placements.

⚠️ Common Mistakes to Avoid

·       Over-reliance on one match type limits ad performance.

·       Lack of negative matching leads to unnecessary spend.

·       Not monitoring ad spend can cause budget waste, especially during peak events.

🎯 Final Thoughts
Amazon advertising requires ongoing management, testing, and adjustments to stay profitable. Understanding match types, bidding strategies, and segmentation can maximize ad efficiency and ROI.

📢 Stay informed, test regularly, and never assume a one-size-fits-all strategy! 🚀