---
title: "EP:30 Maximizing Amazon PPC Performance with Ritu Java"
date: 2024-09-04T05:28:07Z
modified: 2026-01-26T20:15:30Z
permalink: "https://amzoptimized.com/podcast/ep30-maximizing-amazon-ppc-performance-with-ritu-java/"
type: amz-podcast
status: publish
excerpt: ""
wpid: 6619
featured_image: "https://amzoptimized.com/wp-content/uploads/hqdefault-205.jpg"
author: Pasha Knish
timestamp: 2026-01-26T20:15:30Z
tags: []
---

Navigating AI in Amazon PPC with Ritu Jawa – Agency Operators Podcast Episode 30

Join host Pasha and guest Ritu Jawa, founder of PPC Ninja, in Episode 30 of the Agency Operators Podcast. They dive into the exciting and evolving landscape of Amazon PPC, discussing how AI is influencing the marketplace and PPC strategies. Ritu shares her journey from starting on Etsy to becoming a thought leader in PPC. Key topics include understanding Amazon’s new AI tools, Rufus and Cosmo, the importance of semantic and intent-based targeting, and practical tips like day parting and broad match modifiers to help sellers adapt and thrive. Don't miss out on these insights to stay ahead in the competitive e-commerce world.

00:00 Introduction and Guest Welcome

00:40 The Impact of AI on PPC and Amazon

02:08 Ritu Jawa's Journey into PPC

04:45 Challenges and Strategies in Modern PPC

05:00 The Rise of Influencer Marketing

08:17 Amazon's Response to TikTok and Other Platforms

11:22 Introduction to Rufus and Cosmo

20:39 Audience Over Keywords: The New Focus

20:46 AI's Role in Product Understanding

21:27 Preparing for AI's Influence on PPC and Organic Search

22:40 The Shift from Exact Match to Semantic Match

23:04 Importance of Writing for Humans

24:48 Future Proofing with Broad Match Modifiers

27:33 Introduction to Day Parting

28:13 Implementing Day Parting Strategies

31:03 Analyzing Conversion Rates and ACOS

34:09 Creating a Day Parting Heat Map

37:31 Broad Match Modifiers: Extending Ranking Efforts

40:50 The Future of PPC in a Semantic World

43:00 Conclusion and Final Thoughts

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