How to Measure What Matters: Amazon Ads That Actually Work | Ritu Java

In this episode of Lunch With Norm, host Norm Farrar interviews Ritu Java, CEO of PPC Ninja, about optimizing Amazon ad performance, particularly in Q4. Ritu shares her framework for measuring relevant metrics amidst the overwhelming data available, emphasizing the importance of conversion rates, organic to ad ratio (OA ratio), and TACoS (Total Advertising Cost of Sales). She provides actionable insights on improving conversion rates through listing optimization, defensive marketing, price reductions, and coupons. Ritu also discusses strategies for managing the OA ratio and controlling TACoS through waste management rather than simply capping budgets, and touches on the use of AI tools to improve PPC efficiency.