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

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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Timestamps:

00:00 Introduction and Episode Overview

03:59 Amazon Ad Performance

14:11 Conversion Rates

20:25 Strategies to Improve Conversion Rates

27:59 Understanding Organic to Ad Ratio

32:51 Understanding the OA Ratio

34:11 Detecting and Managing Cannibalization

37:01 The Halo Effect in Amazon Ads

39:48 Controlling TACoS: Waste vs. Budget

46:58 Q&A and Final Thoughts

50:29 Using AI Tools for PPC Optimization