In this episode of Lunch With Norm, Norm Farrar sits down with Ritu Java, CEO of PPC Ninja and one of the most respected voices in Amazon advertising to unpack how sellers can finally measure what matters with Amazon Ads. If you're drowning in reports, unsure which KPIs to actually care about, or wasting spend chasing vanity metrics, this episode is for you.

Ritu breaks down:

- The 3 most important metrics for Amazon ad performance

- Why conversion rate is your #1 lever and how to improve it

- How to use OA ratio (Organic to Ad ratio) to stop ad dependency

- The difference between budget control vs. TACoS control

- The halo effect and how Amazon attribution can mislead you

- Real tactics to prevent leaky bucket ad spend

- Plus: PPC quizzes, AI keyword analysis, CTR myths, and more! Ritu also shares how she's built over 100+ AI tools to streamline PPC workflows and explains how sellers can start automating smarter, not harder.

📌 Whether you're an Amazon beginner or a 7-figure seller, you’ll walk away with a clear framework to optimize your ads, boost profitability, and scale with confidence in Q4 and beyond.

👍 Like this video if you learned something

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💬 Comment below with your top takeaway or question for Ritu!

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Sophie Society - Free PPC audit → https://calendly.com/sophiesociety/noa

Flat World Network - https://flatworldnetwork.com/

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Timestamps:

00:00 Introduction and Episode Overview

03:59 Amazon Ad Performance

14:11 Conversion Rates

How to Measure What Matters: Amazon Ads That Actually Work | Ritu Java