In this episode, we revisit the classic Research, Peel, Stick & Block (RPSB) strategy with Clément Hynaux, campaign manager at Ad Badger. Originally introduced in 2018, we break down how it has evolved over the years, whether it’s still relevant in 2025, and how to adapt it to modern Amazon PPC practices.

We dive into campaign structure, which is much more complex than it seems, and discuss why it’s more like "vegetables" 🥕 than "chocolate."🍫 We analyze the impact of rising CPCs on keyword research, debate whether blocking keywords in source campaigns is still a good practice, and explore the concept of search term graduation, which has gradually replaced the traditional RPSB approach.

We’ll see you in The PPC Den!

🦡 Highlights

00:00 – Meet Clément Hynaux from Ad Badger
02:00 - Throwback to the 2018 RPSB method
06:00 - CPCs are wild now – what changed?
10:00 - Are auto campaigns still useful?
14:00 - Proactive negatives = saving $$$
18:00 - Search term graduation > RPSB?

25:00 - Blocking keywords: yes or no?

28:00 - Final thoughts & PPC wisdom

🦡 Resources & Links

-

Host and Executive Producer: Michael Erickson Facchin

Guest Co-Host: Clément Hynaux

Senior Producer: Nancy Lili Gonzalez

Podcast Coordinator & Graphic Designer: Sofiia Podash

Video and Audio Editor: Pedro Moreno

How Can I Best Use The Search Query Performance Report?