Have you ever scaled your Amazon PPC campaigns only to watch your organic sales completely drop off? In this episode, Michael and Amazon advertising expert Brent Zahradnik tackle a fantastic listener question where a brand's ad sales tripled, but their organic sales actually decreased year-over-year.

They dive deep into the real reasons behind this frustrating scenario, exploring whether aggressive ad spend is truly cannibalizing organic placements or if there are other hidden factors at play, such as shrinking overall search volume or overspending on highly dominant branded keywords.

It is a common fear for Amazon sellers and PPC managers alike, but the reality of how the algorithm balances paid and organic traffic is rarely straightforward. To help you navigate this exact problem, the guys break down the actionable strategies and metrics you need to measure true ad incrementality.

We’ll see you in The PPC Den!

🦡 Highlights ​​

• 00:00 - Intro

• 01:50 - Listener Question: Ad Sales Tripled, Organic Dropped

• 04:05 - What is a "Healthy" Organic vs. Paid Sales Ratio?

• 06:00 - Defining PPC Cannibalization & Incrementality

• 08:10 - Scenario A: Overspending on Branded Keywords

• 10:20 - Scenario B & C: Did PPC Save the Brand or Did the Market Shrink?

• 15:30 - How to Fix It Step 1: Track Organic vs. Paid Percentage

• 16:44 - Why Historic Rank Tracking Still Matters

• 19:10 - Step 2: Using Search Query Performance Data

• 22:15 - Step 3: Running a Holdout Test with AMC

• 26:24 - Final Verdict: Does PPC Actually Cannibalize 100% of Sales?

• 27:50 - Where to Find Brent

🦡 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

• Where to find Brent Zahradnik of SellerPlex

• Managing Amazon Ads in Tough Times to Protect Your Organic Sales

• How to Find Products That Sell Organically

• How Can I Grow My Organic Sales Percentage For Amazon PPC Campaigns?

• 📚 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: Brent Zahradnik

Senior Producer: Nancy Lili Gonzalez

Podcast Coordinator & Graphic Designer: Sofiia Podash

Video and Audio Editor: Pedro Moreno

Are your Amazon sales dropping and your ACoS skyrocketing? Before you take a sledgehammer to your PPC campaigns, you need to look under the hood of your business.

In this episode, Michael sits down with Elizabeth Greene from Junglr to discuss why the biggest threats to your Amazon advertising performance usually have nothing to do with your ads. They break down the exact weekly "push-pull" diagnostic report they use to uncover 5 hidden operational issues that are secretly draining your ad budget and killing your profit margins.

We’ll see you in The PPC Den!

🦡 Highlights ​​

• 00:00 - Intro

• 02:15 - Why Non-PPC Issues Are Your Biggest Ad Problem

• 04:00 - The "Push-Pull" Report: Junglr’s Weekly Diagnostic Flow

• 12:27 - Issue #1: Inventory & The "45-Day Coverage" Sweet Spot

• 18:43 - Issue #2: Hidden Buy Box & Regional Shipping Problems

• 22:51 - Agency Scope of Work: Should Ad Agencies Fix Operations?

• 27:34 - Issue #3: How Pricing Changes Destroy Sales Velocity

• 33:12 - Issue #4: Catalog Chaos & Variation Splits Wasting Ad Spend

• 35:00 - Issue #5: Why High Return Rates Secretly Kill Your Profitability

🦡 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

• Where to find Elizabeth Greene from Junglr

• 10 Steps to Maximize Amazon FBA Inventory Limits

• How Do I Evaluate Amazon Buyers’ Activity After Black Friday-Cyber Monday?

• Tackle 70% Wasted Spend with N-Gram Laddering in Amazon Ads

• 📚 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

Guest Co-Host: Elizabeth Greene

Senior Producer: Nancy Lili Gonzalez

Podcast Coordinator & Graphic Designer: Sofiia Podash

Video and Audio Editor: Pedro Moreno

In this episode, I talk about how Amazon sellers can go beyond just looking at sales and start using PPC and search query data to understand their true market share. I show how you can track changes in search volume, impressions, clicks, conversions, and your share of purchases to see if your ads are actually helping you grow compared to the rest of the market.

By grounding your PPC data with market insights, you can make smarter decisions, adjust campaigns when needed, and stay ahead of competitors.

We’ll see you in The PPC Den!

🦡 Highlights ​​

0:05 – Most PPC managers check only sales

0:17 – Better question: Did PPC grow your market share?

0:27 – Comparing sales vs. market trends

1:00 – Using search query data to track performance

2:05 – How to access search query data in AdBadger

3:22 – Tracking search volume and impressions over time

5:00 – Measuring brand impression and click share

6:55 – Comparing market vs. brand conversion rate

8:04 – Understanding purchase share and market impact

10:44 – Combining search data with ranking data

11:57 – How to tell your PPC story with market context

12:12 – Using this data to make smarter Amazon decisions🦡 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

• Training PPC Managers Who Can Train Others

• How do I Increase My Amazon Market Share?

• Unlock Your Business’s Growth Potential With Amazon’s Market Analysis Tools

• 📚 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