Here is the most uncomfortable test in Amazon advertising: If you turned your ad
By Michael Erickson Facchin · November 13, 2026 · Curated by George's Blog
Here is the most uncomfortable test in Amazon advertising:
If you turned your ads off tomorrow, would shoppers still go looking for your product?
Most sellers treat product-market fit like a box you check once before launching campaigns. They assume: "Product-market fit is done, now the only thing left to do is PPC."
After 400+ episodes of The PPC Den, I think it is actually flipped:
PPC is the truth serum that tells you whether you have product-market fit.
The easiest campaigns I have ever worked on, where my team had to do the least bid gymnastics, were on products that simply won everywhere they showed up.
Meanwhile, the hardest campaigns are when an operator tries to use bid adjustments and placement modifiers to rescue an offer with a uncompetitive price, weak main image, or 3.8-star review rating.
The best PPC in the world cannot save weak product-market fit.
And a product with great product-market fit will survive mediocre PPC.
When a campaign is struggling to convert, what is the first thing you check on the retail side before touching a single bid?