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
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Where to find Michael, Michael Erickson Facchin
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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
