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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 loved it. He was good at it. He even built his own bid calculator years ago 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. At all. 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 spending another year watching the account without touching anything, until he finally admitted he was the slow part.
From there it gets bigger. Why he stopped launching products for a full year. Why 12 of his launches flopped and he’s fine with it. Why his best products were never going to work on Amazon (hint: the price tag). And the thing he does when he needs to learn a brand new channel which involves finding the single best person alive at it and offering them money.
Also in here: why “hire an agency and go to the beach” is a lie, the question every brand should be asking their agency, and what Yeti teaches us about knowing when to stop.
We’ll see you in The PPC Den!
Episode Highlights
- 00:53 — The bid calculator he built from old episodes
- 06:41 — Mike’s favorite agency question: “Why weren’t results 10% better?”
- 09:05 — Elon, Twitter, and going past the mark
- 12:05 — The delegation formula says don’t give up PPC
- 16:05 — Training Diego and Franco from total zero
- 17:21 — The slow handoff ladder (junk SKUs first)
- 18:47 — A full year of looking but not touching
- 19:46 — The day he stopped logging in
- 20:18 — Why agency-jumpers never learn anything
- 23:44 — The one question to ask your agency
- 26:01 — Big brands launch a lot and kill a lot
- 27:17 — The 80/20 flop rate is an Amazon thing, not a business thing
- 30:17 — The real reason the products failed: price
- 34:16 — “You’re not Yeti in the car”
- 35:29 — Plan your launches around your MOQ
- 36:40 — Building your email list backwards from 1,500 units
- 38:39 — How he learned Meta, Google, and email from scratch
- 39:13 — Pick a “true North”
- 40:30 — Offer the best person alive $2,500 for one hour
- 43:48 — “The more you read about parenting, the more you realize business was easy”
Links & Resources
- 🦡 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
- Our guest today is Gonza Martinez of Ziresquare
- Training PPC Managers Who Can Train Others
- How Can I Reach My Full Potential In The Amazon PPC Space?
- What’s the Best Way to Manage an Amazon Brand? Exploring Agency Strategies
- 📚 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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If you missed them, check out our previous episodes of The PPC Den Podcast:
Find even more episodes here.
Podcast Credits
- Host and Executive Producer: Michael Erickson Facchin
- Guest Co-Host: Gonza Martinez
- Senior Producer: Nancy Lili Gonzalez
- Podcast Coordinator and Graphic Designer: Sofiia Podash
- Video and Audio Editor: Pedro Moreno
