Stop Ego-Lifting Your PPC Spend
Walk into any gym and you’ll see it — someone slapping way too many plates on the bar, jerking the weight up with horrible form, and then flexing like they just reinvented training.
On Amazon, the same thing happens every single day. Sellers pump endless money into PPC thinking it makes them look “big.”
Here’s the hard truth: throwing more ad spend at your account isn’t a strategy, it’s ego-lifting.
Why Sellers Ego-Lift With PPC
They see revenue going up and assume they’re winning. (Meanwhile, profit is going down the toilet.)
They’re addicted to impressions and clicks — vanity metrics that make them feel strong, but don’t build long-term business muscle.
They believe SD/SB campaigns are the answer, when in reality Sponsored Products is the bread and butter that actually moves the organic rank needle.
The Problem With Ego PPC
If your campaigns aren’t structured properly, if your keywords aren’t mapped, if your pricing strategy doesn’t back it up, then guess what?
You’re just swinging the barbell up with bad form. Sure, the weight moved, but did it build muscle? Nope.
Smart PPC = Training With Good Form
When we audit accounts, we don’t ask “how much are you spending?”
We ask:
Are you using PPC to drive organic rank growth or just to buy sales?
Is your spend structured like a training program with progressive overload (data-driven keyword expansion), or are you just “winging it”?
Do your ads support your pricing and catalogue structure, or are they fighting against them?
The sellers who win aren’t the ones who throw the most money around. They’re the ones who:
Nail the fundamentals (SP campaigns first, SD/SB only where it makes sense).
Track performance vs. profitability (not just clicks).
Use PPC as a tool to amplify their business — not as a crutch to prop up weak fundamentals.
The Takeaway
Stop ego-lifting your PPC spend. Strip the bar, fix your form, and build a strategy that actually grows your organic rank and profit. Because at the end of the day, nobody cares how much you “spent.” They care if you’re actually making money.
