Grow Your Amazon Market Share with PPC

The podcast focuses on using search query data to understand PPC performance in relation to market share on Amazon. It emphasizes that elite PPC managers should focus on whether their PPC efforts help gain or lose market share. By analyzing search query volume, market impressions, and brand click share, marketers can determine if they are outpacing or falling behind the competition. For example, a 5% increase in searches coupled with a 13% decrease in brand impressions suggests a loss of market share, possibly due to competitors increasing their bidding. The host advocates combining this data with ranking data to differentiate between organic and PPC-driven changes, enabling informed decisions on PPC strategy.