400 episodes of a podcast about Amazon PPC.
By Michael Erickson Facchin ยท September 26, 2026 ยท Curated by George's Blog
400 episodes of a podcast about Amazon PPC.
I want to be clear about how unglamorous that number is. It's not 400 viral moments. It's roughly 400 Thursdays of checking whether the mic was on, apologising for my dog, and asking someone to explain a bid strategy one more time because I didn't follow it the first time and I suspected the audience wouldn't either.
Four things I actually believe now that I didn't in 2017:
๐. ๐๐ก๐ ๐๐๐ฌ๐ญ ๐ ๐ฎ๐๐ฌ๐ญ๐ฌ ๐๐ซ๐ ๐ญ๐ก๐ ๐จ๐ง๐๐ฌ ๐ฐ๐ก๐จ ๐ญ๐๐ฅ๐ฅ ๐ฒ๐จ๐ฎ ๐ฐ๐ก๐๐ญ ๐๐ข๐๐ง'๐ญ ๐ฐ๐จ๐ซ๐ค.
Anyone can narrate a win. Wins are survivorship bias with good lighting. The episodes people still email me about years later are the ones where somebody said "we spent six months on that and it was a mistake." That's the content that changes a decision. Nobody's ever changed their strategy because I told them a case study went well.
๐. ๐๐จ๐๐จ๐๐ฒ ๐ข๐ฌ ๐๐ฌ ๐๐๐ซ ๐๐ก๐๐๐ ๐๐ฌ ๐ฒ๐จ๐ฎ ๐ญ๐ก๐ข๐ง๐ค ๐ญ๐ก๐๐ฒ ๐๐ซ๐.
I've now interviewed several dozens people in this industry - agency owners, aggregators, eight-figure brands. Almost all of them are, in at least one corner of their business, doing something manually in a spreadsheet they're slightly embarrassed about. Including me. Especially me. If you've been assuming everyone else has it figured out, they don't.
๐. ๐๐ฑ๐ฉ๐ฅ๐๐ข๐ง๐ข๐ง๐ ๐ฌ๐จ๐ฆ๐๐ญ๐ก๐ข๐ง๐ ๐จ๐ฎ๐ญ ๐ฅ๐จ๐ฎ๐ ๐ข๐ฌ ๐ก๐จ๐ฐ ๐ฒ๐จ๐ฎ ๐๐ข๐ง๐ ๐จ๐ฎ๐ญ ๐ฒ๐จ๐ฎ ๐๐จ๐ง'๐ญ ๐ฎ๐ง๐๐๐ซ๐ฌ๐ญ๐๐ง๐ ๐ข๐ญ.
I have started sentences on this show fully confident and finished them having discovered, live, in front of an audience, that my mental model was wrong. That's uncomfortable and it is far and away the most valuable thing the show has done for me professionally. Teaching is just debugging your own brain in public.
๐. ๐๐จ๐ง๐ฌ๐ข๐ฌ๐ญ๐๐ง๐๐ฒ ๐๐๐๐ญ๐ฌ ๐๐ซ๐ข๐ฅ๐ฅ๐ข๐๐ง๐๐, ๐๐ง๐ ๐ข๐ญ ๐ข๐ฌ๐ง'๐ญ ๐๐ฅ๐จ๐ฌ๐.
The show didn't grow because of any single great episode. It grew because it kept showing up. Same reason good PPC accounts win: not one genius insight, but a thousand small corrections nobody was excited about making.
400 episodes in, my ambition for episode 500 is exactly the same as it was for episode 4: have a conversation I'd want to listen to, and don't waste anyone's afternoon.
Thanks to everyone who's been in the chair. And to everyone still listening at 1.5x speed. I see you, and yes, I know I talk slowly.