Amazon PPC Secrets No One Tells You—Explode Your Brand Growth

Amazon PPC Secrets No One Tells You—Explode Your Brand Growth Speaker 2: What's going on, Badger Nation? Welcome to The PPC Den podcast, the world's first and longest running show all about how to make your Amazon advertising life a little bit easier and a little bit more profitable. Today on the show, my friends, we've got Amazon business owners and then we've got Gonza Martinez. Gonza, I've known for a couple of years now. We are business partners and core community. And today he's going to tell the story. He just recently purchased the brand and he was sharing with me Details and insights about how he saw the opportunity in his PPC account. And not only that, but how he helps his team be strategic thinkers when it comes to PPC, thinking of the overall marketplace and profitability. So I really enjoy this one. I love hearing Gonza talk. Every time I do hear him talk, I think I become a little bit better of a business person. And I know as a result of this episode, you will become a little bit better of a PPC manager. So let's jump in to the episode. Gonza, thank you so much for joining us. You know, I've known you now for a couple of years. We talk weekly as we sort of think about core community stuff, both internally, making core better, but also we've been masterminding every week for What is it, three years? Speaker 1: I was going to say three years, but you just said you've known me for a couple of years, so you have to decide. It's either two or three. Speaker 2: We got started really fast. I think we became fast friends. You came, you visited in Austin, and we got like several days. We're in an office together, which I think Accelerated are. And it's been really cool. Even now to this day, I think you have a perspective that and sort of a business acumen that I really do look up to. So I thank you so much for sharing what you share with me over the years. It's been really great. And for this episode, one thing I asked of you, because you've been giving these sort of talks inside CORE, which I found incredibly insightful. You really do bring a perspective. You look at and are considering more things. And I think the average Amazon PPC marketer is considering and I think that's incredibly valuable and it all came to a point because you just purchased an Amazon brand in addition to the brands that you already have. You just purchased a brand and I do believe this was your, was this your first Amazon brand purchase? Speaker 1: Yeah, it's the first one I've invested In brands, like as a silent investor before, I started brands as an owner, founder before. This is the first time that I ever actually purchased a brand that coincidentally, it's a longer standing brand that's been around for many, many years. So it's the oldest one we have now. Speaker 2: What I think is so fascinating about this is you're able to bring all the experience that you've had And purchase a new brand. And the thing that I think is so fascinating is like, what does it look like to you as brand builder, investor, to approach a PPC campaign, a PPC account that's been sitting there for some time? Because I talk to a lot of people about, hey, let's get my PPC in check because I want to sell it in one or two years. Speaker 1: Yeah. Speaker 2: So like, let's start thinking of our PPC now because someone else is going to buy it. And what I almost never hear is like, hey, I just purchased this brand. And here's what I'm thinking of the PPC campaigns. So I think it's a really unique perspective that you bring, which I think, I know that some of the points that we're going to bring up on were useful to me in working with people about Amazon PPC. I think they were useful to the brand owners that heard this information to help them better consider their campaigns. Because it's the sort of thing People work on their PPC campaigns, they get really close to it, almost like their nose is touching their screen. And the things I think you're about to share will help people zoom out and look at their campaigns with fresh eyes. So take me back to that initial audit that you did, maybe you read some specs. And then you eventually were like, okay, I'm thinking about purchasing this. Let me get into the PPC. And like, what did you see? Like, what was your initial impression when you first saw that PPC? Speaker 1: It's a good question because one of the reasons why I decided to purchase a brand is actually because of how most accounts that I have audited in the past, not as a potential buyer of those brands, but maybe as either as an agency when I had the agency or helping friends I realize that PPC is one of the most touchy subjects, if you ask me, because I do have a perspective on what we all call it PPC. I call it traffic and conversion because it gives me a better idea of what it is and what is it that I'm purchasing. I'm purchasing traffic. I think for the most part, this is a small to medium sized brand that I purchased. And most of those brands are not managed properly, not only on the product side or overall company, but specifically Amazon PPC and the ad account are the areas of the business that have the worst performance, under-managed, just to englobe it with one word. And for me as a buyer, it's where the biggest opportunity relies when looking at a brand. So like your loss is my gain type of thing. I realize that a lot of small, medium sized sellers, they don't have the right approach to traffic and conversion when it comes to paid ads. Most of the times they have very bad performance. Lots of wasted ad spend, but they have a very low spend overall for the type of product and category that they're in. Why? Because they don't know how to run ads properly. So the only way they don't have high acos or high tacos is just cutting down on spend. And then if you start counting this in the scale of years, you end up with kind of a floater, really. That's up there for grabs because if your competitors do know what they're doing, they just eat off your sales and revenue. And most of these brands that we look now for purchase, they have been losing 25% revenue and profit year over year for the past four or five years, which is coincidentally when ads have become a lot more expensive. And more, these people were relying on maybe sponsor products only, maybe video, right? And now all these different tools and ad types, they haven't been capitalizing on those, their competitors have. And so these brands, PPC is the reason why We think there's an opportunity in buying these brands. So that's to answer why PPC is important for me. That partially answers your question. Then when the audit that we did initially on this particular brand, we realized exactly That this guy was spending little money on PPC on products that have huge, huge potential. If you measure the category, you know, the competitors were selling like 400 units a day, 300 units a day. This guy was selling 10. 12, 15, so that's a big delta that we found between his account. And these are products that have been out there since 2014, 6,000, 7,000 reviews. There is no reason, nothing that has to be launched or relaunched, if anything restructured, just to start, you know, an inventory obviously sent in just to start selling more units. But from an ad account perspective, What we found was. Incorrect ad structure, meaning spend was being spent on ad types that are not conversion, that don't take you to organic ranking ever. There was no strategy like organic strategy behind the ad spend, or at least we couldn't find it. We couldn't find a logic because most of the spend was not even spent on exact or hyper-targeted phrase. For example, everything was just draining and draining and draining. And then what was converting was converting at a very decent ACoS. Like below 20%, which in my case, those are keywords that are underserved because you're not aggressive enough if you want to rank for those keywords. High CVR, we're talking 25, 40% with very low spend. So it's missed opportunities. And then it had a wasted ad spend of over 45%. Because of the ad structure. So you look at something like that, you find that after probably not more than 15 minutes, really, with an impression share report and people table, you just in 15 minutes, you can get those numbers and realize, OK, this is there's an opportunity here. If someone was doing the right job here, this account would be selling maybe 10x. That's the theory anyways. And then a lot of things need to happen for that to happen. Speaker 2: That's fascinating, right? Anytime someone thinks about purchasing a company, it's like, what unique value can I bring that wasn't there previously to accelerate whatever company this was that I'm about to purchase? And I love the fact that today, even in 2025, PPC excellence is still a value-add, meaning it's very normal in the digital marketing world and the Amazon PPC world to think like, I talk to these people pretty regularly. We're all pretty good. But there are still many, many accounts out there that are struggling with some foundational components, right? So are they bidding on terms that we want to rank for? Do we have our non-converting spend in check? I know that for me and listeners of this show, it's like, okay, I talk about non-converting spend a lot here. So I would hope that all the listeners of this show Have their non-converting spend in check. That being said, there are far more advertisers that do not listen to this show than do listen to this show. So in the world of Amazon out there, PPC excellence is still a unique advantage that one brand has over another brand. It was actually like really nice to hear that, where it's like, oh yeah, PPC skills are still incredibly valuable. And I think to your point, seeing that decline over year over year for the last few years, PPC has been paramount. And it's not even sometimes just like PPC knowledge or PPC skill, but it's like PPC strategy as a whole business, which is why like one thing you've really helped me with, and I know a lot of people inside core with, is like PPC managers You want to expand your scope out beyond PPC. Like how does PPC fit into the overall business? And I think having that conversation will make PPC managers better at PPC because you can begin to have conversations just like this. Like, okay, let's factor in organic sales into our The sort of value-add equation that we're providing here, so that way the PPC manager sits up and says, oh, I better, like, be sure that my PPC connects to some organic goals as well. Or, like, let's make sure that we tie our PPC performance to profitability so that we are tying our, you know, PPC results not to the actual bottom line. So I think sort of like getting outside of the tiny room that can sometimes be PPC and sort of expanding out allows you to go into PPC And optimize it better for what the business needs. So I love that you were able to sort of identify non-converting spend as a major issue. And not just an issue, but an opportunity. Speaker 1: An opportunity for cost savings, right? And then the other opportunity was the underserved ad account in general, right? That's the biggest one. Speaker 2: Because you also mentioned the fact that this was a small account, like we were tiny. So like all of those PPC elements, I would say maybe non-converting spend or wasted spend is really the only one that was PPC specific. Well, you mentioned campaign structure too. Speaker 1: Campaign structure, spend allocation, Most people don't know how to calculate or forecast what a good spend is for the type of sales velocity opportunity that that ASIN has. Speaker 2: Competitive marketplace analysis too. Speaker 1: Yes. So it's a market placement hypothesis that we run. Most people don't do that. They just push. They push from behind with different ad types, different targets. But they don't have a set goal in mind, which is what we were talking about in court the other day. How many keywords am I serving? How much I convert for them? What's the average Keyword market share, conversion share that I want. How many sales is that when I put everything together as an aggregate? Is that 150 units a day from PPC sales alone, right? Okay. If that's the case at the CVR that I have, at the CPC that I have, then I need like $1,500 a day spent on this ASIN when The owner or whoever is serving those ads now or managing those ads is spending $150. So as I said before, a lot, and I find this not on accounts that I audit myself specifically, but colleagues and friends that have accounts like this. That are happy with the performance of their products. Today we did 25 units yesterday. And you do simple math. You spend half an hour on those products. I'm like, do you know that like for like people like you are selling four, 400, 500 of these products a day? So really what? So yeah, it's just if you have that true north, right, that goal. And work it backwards, then you can slowly, you're not going to get there overnight, but slowly you can get there. Speaker 2: I've seen things like this. I've done a little analysis like this where I'll make a search for a keyword. I'll grab all the products that appear. I typically do sales revenue, so I'll grab revenue for each of those products. And what you generally see is very 80-20, where the top 20% of products generate 80% of the revenue. And what I then find is like, okay, where is my client? And like they might be way down there, very similar to what you mentioned, where the top one generates, you know, $100,000 of revenue a month. And my clients generates like $8,000 revenue a month. And you can begin to reverse engineer that where it's like, well, what is the top product doing? What are we doing? And then I sort of plot out the steps where it's like, well, how do we go from, you know, being 20th out of 20th to maybe 15 to maybe 10 out of 20, you know, so on and so forth. And that's sort of That analysis, a lot of it will happen probably outside of the PPC account. I'm using competitive analysis tools. I'm using Product Opportunity Explorer and Amazon to get a pulse check on all these different products. I'm using search query data to try to get purchase share of all this stuff. I'm using a lot of different stuff to pinpoint where I'm at, maybe in the top 20. If we're starting at the bottom, it's like, what do I need to do in order to get there? Then how do I get there? And that is a PPC skill. That's like an Amazon marketing skill. But it really resonates with what you said because you spend a lot of time in the PPC account, only the PPC account. But the ability to just leave the PPC account and literally just make the search and see what appears and see who's on top and who's not and where are you and how do you get there, I think is a really unique skill that I've heard come up a lot in your conversations lately because it gives you that perspective. And then I think it empowers you to go and make the right PPC actions. Speaker 1: You touched on a good point there because I think there are very good PPC optimizers out there, managers. They know how to download a report, what to look into. They know how to optimize campaigns. They know how to get their target acres to happen. They know how to launch campaigns, et cetera, et cetera. I think the strategic thinking, which is the step prior, it was missing. And you said, well, it's Amazon marketing. It is. But if more people made it part of the PPC skills, It would make a tremendous difference. Speaker 2: It's true. You're absolutely right. You could do everything perfect inside a PPC account and not do that competitive landscape that I just mentioned. And your PPC account will be incomplete. I probably wouldn't say it'd be bad or wrong, but it would be incomplete because you're not using a lot of the knowledge. Guided by competition to inform what it is that you're doing. In the same way, if you weren't using profitability or organic share, organic rankings in your PPC analysis, it would almost be incomplete in that way. I love that. And, you know, you as a business owner is obviously going to have a different perspective than just the Amazon marketer. And I think the, I mean, you tell me how you bridge that conversation with your Amazon marketers, like the people managing your campaigns, like how do you try to instill that Sort of like, hey, come on guys, we can't just be tunnel vision with this one piece of PPC. We want to zoom out to actually inform what it is that we do. How do you instill that in your team? Speaker 1: Well, the people that are working, like my team at the moment, my Amazon team, they were trained by me, which is, it took a good year and a half of training. And I was doing all this by myself before. And then I started training people a few years back. And now they are seasoned Amazon brand managers. They do a really good job. But that mindset was transferred very early on, which is, I consider myself to be lucky. Maybe luck is not the right word because I did put the work to train them. But I'm liking that regard that the people that manage our brands have the right mentality and the right set of skills, right? I think it sounds bad when I put it this way, but since we were an agency before, it was very clear to them As they were diving into these other accounts, what happens when the owner doesn't have the same mindset when it comes to the ad account or Amazon PPC, right? Or when it comes from accounts that we took over from small agencies that were very structured in their processes and they didn't have that component of strategic planning or thinking, they do see or they were able to see very early on Okay, so the mindset that Gonza is showing us or is talking about on every single meeting versus this other mindset, it does make a difference because these other accounts are not, they're completely unaware of certain facts. They're not implementing certain things or not running certain processes. They don't compare. Weekly, monthly, quarterly goals versus reality. Goals being, you know, whatever is it that you set up on paper on those early strategic times, right? I was very lucky that they could have access to other accounts just to make that comparison. And now it's time for them to train the next generation of brand managers, which is what they're doing now. And we do have two, three meetings a week, just on PPC. One is after core, where we decide, you know, we decide, okay, whatever is it that we were talking about today, someone's presenting, comes up with great concepts, knowledge, idea. Are we taking this on? Are we making this part of our processes? Are we changing a process with this new knowledge? We have that mindset to always be evolving, right? So we have a lot of time every week to talk, just talk about, are we reviewing these targets? Are we with this new brand where they did it themselves? They worked on three months, ...six a year targets in terms of sales velocity based on the exact same thing that we're discussing, right? Measuring market share that's attainable, yada yada yada. So it's part of our DNA, I would think. The way we're operating, it's the only way we see, right? And then we just add more stuff from smart people like you and other members of core. We keep reiterating the processes that we use. And another thing, not to give you my love and my hugs, but there are most of... PPC is hard. A lot of medium-sized, even large-sized accounts and friends and colleagues that I like. They work with agencies, a lot of them. And agencies, again, it's a 1% type deal, where 1-2% of agencies are really, really good. And they have really, really strong processes. AdBudget is one of them. But most agencies are very basic. And there's an element of focus and time. A lot of these things and this mindset does require a lot more hours of work. And These smaller agencies, they just don't put the work because they don't have the hour, the available hours, or maybe the P&L doesn't match. And that's another element. For us, if you're looking to buy a brand, it's always an opportunity. It's always an opportunity. But for the business owner, it's a problem. For you as an agency, as a good one, it's an opportunity too. Speaker 2: You know, there's always a balance. It's tough to balance because you could sit in front of a PPC account, just the advertising console all day. And like I said, it's almost like a hierarchy. I've talked before about the hierarchy of understanding Amazon. And the lowest level is just like, do you know that something exists? And then the next level up is like, do you know what to do with that thing? And with PPC, it can Everyone can get sort of tunnel vision into like, let me go and like work on my PPC, like the correct brand blend of broad and phrase. But then in actuality, there's like the super top of the pyramid is really synthesizing the game plan. And that's really, really difficult to do where it's like you're taking all this information from everyone and everywhere. And then you're funneling it or filtering it to inform the strategy that you're creating. So it's like profitability, marketplace, you know, all this stuff. Combines to that. So it sounds like what you just described in those meetings, a lot of synthesis is happening where you're like, hey, we just heard this. What do we do with it? And then I'm curious, too, like, do you have your team? What's your what's your philosophy on SOPs for your team? Meaning let's say you do hear something new in somewhere and you then talk about it with your team. Your team's like, oh, like we can try that. We can try that thing. We do that thing. What's your philosophy on SOPs or checklists or whatever to take that synthesis? We just thought of something brand new to do to improve campaigns and overall performance and profitability. Should we codify that in some way? Do you guys do any SOPs or is it all just sort of in the air? Everyone's talking about it so much. Speaker 1: We have weekly, monthly. I think it's only weekly and monthly. Tasks that each account, each ASIN has on ClickUp, right? Speaker 2: Yeah. Speaker 1: Those tasks, which let's say, I don't know, we want to review something new, you know, like, um, check on AMC driven campaigns or placements, uh, like Amazon audiences, for example, let's say we're, we're launching Amazon audiences, right. And we want to do, uh, or business, business, um, right. Speaker 2: B2B campaigns. Yeah. Speaker 1: Business placements. And we hear from someone, oh, you know what? I'm launching, I'm duplicating my entire campaign structure for sponsor products. And we're doing really low bids on the campaign and then a really high modifier for business accounts. Great. Great idea. Should we try it? Yeah, let's try it. That goes into ClickUp like once a month. Check if there are any other opportunities to launch campaigns like that. And we put a very brief note on how to do it. Now, the other day, if you remember, we were properly explained and educated on SOPs inside of Core. So it's not an SOP. It's an action list with a how-to, basic how-to. Because again, we don't hire, no one in our team is unexperienced. And if we hire someone with a lesser degree of experience, we have to train the person. So there's never a layman that comes and It needs to read an entire SOP and how to do certain things step by step. And I think that's the best way because these things keep changing and they're so dynamic all the time that it would be hard. It's another company just to keep those SOPs completely updated. But yeah, we do have, if it's part of the new process, they go into a weekly or monthly task list. Speaker 2: Yeah, I love the concept. I've talked about it before on this show of having your tasks written down, everything that you do. You don't necessarily need an SOP for it because like you mentioned, someone should know how to do search term analysis for negative keywords, right? Someone should know how to do proactive negative keyword research as an example. So that checklist really is a source of truth just to ensure that all these new things are being incorporated. Speaker 1: And you save it as a template and then you just duplicate the template for every product that you sell. Speaker 2: Exactly. Speaker 1: That's what we have. Speaker 2: So, yeah. So, I mean, you know, it's no surprise, like the companies that grow and I like this phrase, like, what is any company than a series of systems? And it's just like the companies that you hear about that grow, that are ran well, it's very rare that they just stumble on some secret hack or they get incredibly lucky with something. Even the ones that look like Random successes like Liquid Death Water. It's like, oh, all they did was put water in a can. It's like, that was likely very strategic, like the way that that company produces their water and puts it in a can and like the graphic design behind it and like their whole marketing message. That's likely very structured and well-ran and under a microscope and is being optimized. I think it's much more common that that is engineered as opposed to random luck. Sort of like the old concept, you create your own luck. And that's what I hear from you a lot with the purchase of this brand, where the identification of it, finding a company, finding an Amazon brand with underutilized and underoptimized PPC campaigns. And I think that the level of strategy that you apply to PPC campaigns, you could also say that it was understrategized PPC campaigns as well, right? So I think like For me, that's an action item from this episode, to be able to look at your PPC campaign and then ask yourself, what other factors should be influencing the strategy? And sometimes it's not a factor that you hear like, oh, total ACoS is not necessarily a PPC metric, but it's outside. It's like, let's look at market share. Let's look at competition. Let's look at the top two players in the space. What are we learning from their overall strategy? How does that inform PPC? That is such a valuable component to just Stop and think about, whenever I build that into a checklist for managing a campaign, I often call that just competitive marketplace analysis. And I just go and I use all these competitive marketplace tools just to get a pulse on what everyone else is doing. Because that will then inform, like the next time I'm in there doing keyword research, I'm now informed by that research I did the other day. So those kinds of things I think are really valuable. Speaker 1: It's not super important, but I I start from the most awkward place when I do an audit. I don't know what is it that you check first, right? If you're given an account to look into. Speaker 2: I do always love non-converting spend. That tells me a lot. Speaker 1: I'll tell you what I do. I organize it by spend. And there's normally one or two campaigns that are maybe 40% of the spend. I go into those campaigns. I select lifetime. And I look at the history of optimizations to see how often. Speaker 2: Yeah. Speaker 1: And then at least I know the person before I know the account. Speaker 2: Wow. Speaker 1: And I'm like, OK, if this is being treated as a once every 45 day optimization type thing. Yeah. And I find that that's the case with the other campaigns I start opening. Then I know the owner. And whatever it is that I find, I know I can do better. Just to, you know, investing more love. And then I go into, you know, that meme that, what is this place? You know, that's how I find myself looking into this account most of the time. Speaker 2: Account activity is the number one success factor. It's for sure. Because even if you're not You could know everything, but if you don't put it into action, you're doomed. Or conversely, you don't know a lot, you get into the account, and you're constantly trying things. You're playing with bids, you're playing with keywords, you're playing with budgets, and that usually beats somebody who very rarely logs in. You know, unless you're like completely missing every signal, you're like, okay, you do something, you see if it gets you closer or further from a goal, you do more of it or less of it. It's like really basic feedback mechanisms and like account activity is the way to get there. So it's been a couple of months or how long has it been since you... Speaker 1: July 7th was the official closing date and we weren't given access to the ad account until the 18th, I think. Speaker 2: Okay. So, it's almost a month. What do you now make of the PPC campaigns? Speaker 1: Well, we restructured the entire account. There's a very limiting factor, which is we had no space to send in inventory because The inventory account was handled the same way as the ad account. So the sell-through ratio, the sell-through velocity and all of those metrics were really low. So Amazon had no available space. So imagine if there were some products that we measured potential as at least 70 units a day and it was selling 10. But he had 120 units worth of inventory. We couldn't sell 70 units a day. No way. But we couldn't send in more. So it's kind of a catch-22 situation. So what we did, first we We tried to not fool, but tamper with the algorithm just for the inventory to allow us to. We did some removals. We started hitting on the items that had the most inventory, the biggest number of units, creating more sales velocity there just to open up more available space. And we started sending inventory now. This account was selling, the top sellers were not the units or the products with the most potential, which is good, right? We went with the flow and we started selling, hitting harder on those with the right campaign structure, with an intentional campaign strategy, right? And very quickly on those couple of ASINs, we kind of tripled the ad spend. And the velocity. We did a repricing strategy just to get more velocity faster on this item that had like an average, I think it was 12, 13 units a day. We took it to 70 at some point. With a lower price, and then now we are, I think, at an average of $34 at full price, $34.40. And then now we're doing the same thing with the next product, and then it will be with the next product. We're not doing all at the same time because, number one, we don't want to spend the money or go under a negative profit on the account. But number two, we don't have the available space to send units. And that's another thing. I mean, for us to sell 70 units a day, we need to have at least 2,500, 3,000 units already available throughout the country. And at the moment, we're only able to have maybe 500, 700 units. It's working, but we need more inventory in FBA in order to support the strategy. But what we've never done before, Mike, because this is the first one that we purchased, we never defibrillized, if you will, an ad account like this. And it's working. So it's given us also a little bit of trust in the skills that we have. And in the strategy, so we know in the future, if we acquire another company, we can do the same. And now we know what to expect in terms of time. Also, how fast can we defibrillate an icing? Speaker 2: That's what I was just about to ask you, you know, the issue of doing something and then waiting to see if it worked or not. This is a question that comes up. I hear a lot of people want to know the answer to this question. They have this question. Which is, you know, you're splitting campaigns, you're tweaking things, you're seeing things that you consider obviously wrong. What's your minimum test period before deciding if a change has worked? Speaker 1: It's getting longer every year, right? Because the algorithm is different now. It took us a week and a half to two weeks for those campaigns to actually start working. By working, yeah, they had more impressions from the very first day, but you can see, you get the data and it's not flowing. So it took around two weeks for that to behave, quote unquote, normally. And then after that, we could see a lot more clicks flowing through. And so I would say There's two things. One is how long does it take for Amazon to start showing ads with either new campaigns or revamped, boosted campaigns that were existing? That's one. That could be two weeks in my experience, in the latest experience that we had. Then How do you know if your strategy is working? Very soon after those two weeks, because if you don't have those are other KPIs, right? Those are not front end KPIs. Those are conversion KPIs. Those are ACoS. ROAS. I mean, it's very, very quickly, you know, especially if you're not ranking anything, the product has been there since 2014. You already know. And in our case, it's been the biggest surprise for us on this account was CPCs. So at the CPCs that we have to win that, you know, top of search placement on a lot of types that you can put there. Our CPCs are $4, $4.50, which is low compared to other industries or categories. But that's what keeps the ACoS high. But now we know how to treat the account because it's a high ACoS account. So it's going to have to be a lifetime value account. And that's a whole different discussion. Speaker 2: So sort of as we round out this discussion, And thank you so much for sharing all this and being so transparent with it as you've been. You know, if someone's working with a PPC manager, yeah, checking the history, I would say, is the probably biggest indicator for sure. So check the activity history, being active and just logging in and looking at things and asking yourself, how do I How do I get more of this or get less of this I think is so key. Non-converting spend I think is still today, which I would consider something very fundamental and sort of something very boring in a lot of ways compared to all the flash and sizzle that can sometimes be involved in Amazon PPC, which is just like, hey, how much are we spending on search terms with no orders? Monitoring that and tracking that I still think today is one of the most valuable things someone can do in their PPC account because I always like to think if you could take $1,000 of spend on non-converting stuff and even give it like a bad A cost, give that $1,000 an 80% A cost, you'll still be sitting much prettier than if those $1,000 generated zero sales instead of. Speaker 1: Yeah, the checking and the monitoring, especially for those products that depend on high wasted ad spend. It's not the right way to say it, but there are categories that you have to be able to live with a high wasted ad spend just because you need to. Speaker 2: And that's hard to know. Speaker 1: Also, I mean, by high, I mean, maybe it's 25, 30 percent. You can't let it go to 50, 60. And I've seen it. I've seen it. No one needs 60% of the way that's spent. Oh, no, the keywords are too varied. Keyword depth is too big. Yeah, I understand. Speaker 2: But that's 30%, not 60, 70. I do feel like a lot of people, sometimes people's attention to A costs, which again, if something has an A cost, that means it did get a conversion. I sometimes find that people's intense focus on A cost can sometimes make them forget to monitor non converting ad spend because they're always, you know, they're they're missing that component like they'll look at they'll. Look at the campaign level or the account level and let's see a particular A cost and then they'll want it lower and lower and lower. And one of the ways they do that is just to make the account smaller and smaller and smaller. And then as a result, that non-converting spend can sometimes become a bigger percentage of the overall account. So like it basically the thing like if all of your keywords had an A cost of like 5% You can have an account level A cost of like 20%, be happy with that account level, but have a huge amount of non-converting spend. That can happen sometimes. So activity, non-converting spend, marketplace competitive analysis as a guidepost to inform PPC strategy. It's a little bit of a mouthful, but it's so immensely helpful to people. So sort of like reverse engineering your PPC, a major component that experienced Amazon marketers certainly have. Being systematized, talking with your team about strategic decision making and trying to codify that into an organization. By just talking about it and adding that to your routine. And then, of course, to give ourselves a pat on the back, you know, we do mastermind about this stuff on a weekly basis, right? So it's like, imagine a team that masterminds on a weekly basis with others in the industry, like you're getting exposed to so many more ideas than if you were just talking to your team. So kudos to you for getting your team on those calls, getting them involved, having the post Mastermind call discussion where now your team is synthesizing and improving strategy. Absolutely awesome stuff, Gonza. I'm excited to hear how this brand goes for you. It's nice to hear that after a month you're already getting some positive signals. I wish you so much luck with it. Speaker 1: Thank you so much. Speaker 2: Yeah. You feel pretty good where it'll be in a year? Speaker 1: Yeah. Yeah. I don't want to drop a last minute bomb, but that's also very important for you to discuss with your team. You show them the financial goals of a company, including sales, profit, team costs. And we do track revenue per employee as well. And we have like like certain bands, you know, higher, lower. We need to stay within those. And you pulse check every quarter, monthly and quarterly. Like, are we getting there? This is this is what we're trying to build. We bought this company and this is we're trying to grow it 10x in two years. And that'll involve the growth of the current portfolio plus we design on paper how many products do we need to get to that level of revenue and profit that we want. And that's also part of it's part of it becomes part of a PPC discussion. Yeah. Speaker 2: Very well said. Well, Gonza, thank you so much for coming back on The PPC Den Podcast. I hope to have you on again a couple months from now. Always a pleasure. Get an update on how this PPC has progressed. Thank you so much. And everyone else, I'll see you next week here on The PPC Den Podcast. Unknown Speaker: Now bad mistakes, I've made a few. I've had my share of them. Hello. And we'll be soon, my friends. And we'll keep on going. You too are the PPC. Time for medicals, cause we fixed the game.