How to Hand Off Your Amazon PPC Without Blowing Up Your Brand

Gonza Martinez is back on the PPC Den, and a lot has changed since his last visit seven months ago.He used to be the guy in the ad console every single day. He even built his own bid calculator by binge-watching Ad Badger videos and reverse-engineering the math. (Yes, we're still a little emotional about this.)Today? He doesn't touch it. The only reason he logs in is to pay invoices.Gonza walks Mike through the whole ladder: hiring two guys with zero PPC experience, training them for a year, handing over campaigns one crumb at a time, then a year of watching without touching, until he admitted he was the slow part.Plus: why he stopped launching for a full year, why 12 launches flopped and he's fine with it, why his best products were never going to work on Amazon (hint: the price tag), and how he learns a new channel by offering the best person alive money for an hour.Also: why "hire an agency and go to the beach" is a lie, the question every brand should ask their agency, and what Yeti teaches us about knowing when to stop.We'll see you in The PPC Den!🦡 Highlights00:53 — The bid calculator he built from old episodes06:41 — "Why weren't results 10% better?"09:05 — Elon, Twitter, and going past the mark12:05 — The delegation formula says don't give up PPC16:05 — Training Diego and Franco from total zero17:21 — The slow handoff ladder (junk SKUs first)18:47 — A full year of looking but not touching19:46 — The day he stopped logging in20:18 — Why agency-jumpers never learn anything23:44 — The one question to ask your agency26:01 — Big brands launch a lot and kill a lot27:17 — The 80/20 flop rate is an Amazon thing30:17 — The real reason the products failed: price34:16 — "You're not Yeti in the car"35:29 — Plan your launches around your MOQ36:40 — Building your email list backwards from 1,500 units38:39 — Learning Meta, Google, and email from scratch39:13 — Pick a "true North"40:30 — Offer the best person alive $2,500 for one hour43:48 — "The more you read about parenting, the more you realize business was easy"🦡 Resources & Links🦡 GET AD BADGERFind Michael Erickson Facchin, Ad Badger's CEOOur guest: Gonza Martinez of ZiresquareTraining PPC Managers Who Can Train OthersHow Can I Reach My Full Potential In The Amazon PPC Space?What's the Best Way to Manage an Amazon Brand?📚 FREE Amazon Marketing PlaybookSubscribe to our newsletterReview all our show notes-Host and Executive Producer: Michael Erickson FacchinGuest Co-Host: Gonza MartinezSenior Producer: Nancy Lili GonzalezPodcast Coordinator & Graphic Designer: Sofiia PodashVideo and Audio Editor: Pedro Moreno