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- [ BDSN ] Simple fix to increase PPC conversion
[ BDSN ] Simple fix to increase PPC conversion
WATCH: WHAT THEY THOUGHT about MARKET MASTERS 3
 | STUMP BEZOSAmericans now spend only 17% of their time on Facebook viewing content from their friends (and just seven per cent on Instagram). What has replaced content from friends? [ Answer at bottom of email ] |
Every 4-6 weeks I announce a new member of the Billion Dollar Dream 100. These are the people you should follow and get to know. They’re announced in no particular order.
Izabella Ritz openly admits to dreaming about Kevin King.
Her husband knows. He's cool with it.
And now, Izabella has something even bigger to dream about: the Dream 100.
But let's back up, because Izabella's story doesn't start with Amazon algorithms or product research systems. It starts with a single mom in Russia, a 12-year-old girl teaching French just to buy what other kids took for granted, and a very real fear of an empty fridge.
Izabella grew up with nothing. While most kids her age were playing, she was working—because she had to. At 12, she started her first "business" teaching French to neighborhood kids. Not because she loved languages, but because she couldn't afford what she wanted to buy.
By the time she was a teenager, she'd launched her first real business—a coaching and training center. At 18, she sold it for her first million rubles (about $35,000), and a light bulb went off: she could build businesses, exit them, and do it again.
But Russia had limits. Dangerous limits. There was a ceiling on how successful you could become before people started asking uncomfortable questions. Izabella was hitting that ceiling.
So she left.
She escaped to places like Bali, living the digital nomad life before it was cool, rebuilding herself, and eventually making her way to the United States in 2015. She arrived with three kids, very little English, and the kind of grit you only develop when giving up has never been an option.
Shortly after arriving, she met her husband—a decorated Iraq War veteran with high-level government clearances and an entrepreneurial spirit that matched her own. They built a life together, a family, and eventually, multiple businesses.
She took her last $5,000, put it into an Amazon product, and turned it into $14,000 on the first cycle. Then she did it again. And again. That wasn't a course—that was courage.
Over the next several years, Izabella built multiple brands, exited three of them in 2021, launched a new one in 2023, and became one of the most respected voices in product selection and validation in the entire Amazon ecosystem.
Her specialty? Killing bad ideas before they cost you.
If you see Norm’s beard braided, Izabella is nearby
Izabella doesn't do "hope marketing." She doesn't believe in throwing spaghetti at the wall. She treats product research like venture capital due diligence, not like browsing Alibaba at midnight.
Her "Data to Custom" method is now legendary. If you've ever heard the phrase or watched a product go from idea to bestseller because customers literally voted it into existence, you've seen Izabella's fingerprints.
Her process is so tight, sellers using her system claim a 90% product launch success rate.
In 2019, she founded Ritz Momentum, a full-service Amazon agency that started because her students kept saying, "I get the strategy, but I'm too busy to do it myself." Today, that agency claims to have helped generate over $1 billion in sales for its clients.
She's a regular on stages around the world—Seller Fest, PPC Mastery Summit, and of course, the Billion Dollar Seller Summit.
She also built something else along the way: community.
Izabella became a beacon for immigrant sellers, especially the Russian-speaking community.
The first time Kevin met her in person was at a Titan Network gathering in New York. He was impressed immediately. His now ex-wife? Less so. She was jealous—and honestly, who could blame her? Izabella's that kind of magnetic.
Izabella’s horses named Kevin & Norm
Izabella grew up riding and competing as a jumper. At one point, she broke her spine—twice—in horse accidents. Doctors told her mother she might never walk again.
She recovered. And she never really let go of the horse bug.
Years later, after building brands and exits and financial freedom, her husband asked her a simple question: "What would actually make you happy?"
Her answer was instant: "Horses."
Ten days later, she bought a horse named Shorty.
But Izabella being Izabella, she didn't stop there.
Today, she's the co-founder of WildHeart Riding School near Orlando—a professional facility with around 60 horses and over 170 recurring riders in under a year. She's building it into a seven-figure business, alongside her Amazon empire, and teaching kids and adults to trade screen time for saddle time.
And yes, two of her horses are named Norm and Kevin.
Ask her what finally made her feel like she was living the American dream and she won't say "eight figures." She'll say Shorty, a barn full of kids learning to ride, and enough freedom to build what she loves.
Oh, and the horses? They're also a live R&D lab. When Izabella went shopping for tack and equestrian gear on Amazon, she was horrified by the poor listings and weak execution. So naturally, she turned it into a case study for her newsletter readers on how to spot underserved niches, validate demand, and build bundles that actually serve customers.
Her mindset is simple: "I never give up, and neither should you."
The BDSS Dream 100 is about sellers and operators who change how the game is played. Izabella didn't just survive Amazon—she built a repeatable system that helps brands de-risk launches, unlock new categories, and build products that actually deserve to win.
From an empty fridge in Russia to teaching the biggest brands on Amazon how to find multimillion-dollar product opportunities.
From her last $5,000 to multiple exits and a riding school full of dreams.
From a girl who broke her spine twice but kept riding anyway, to a woman who decided business should serve joy, not just bills.
Today, I proudly welcome Izabella Ritz into the BDSS Dream 100.
👀 SIMPLE FIX to INCREASE PPC & ORGANIC CONVERSION
On the yesterday’s BDSC expert call, we brought in three top assassins from the trenches:
Destaney Wishon, CEO of Better Media
Mansour Norouzi, Partner and Director of Advertising at Incrementum Digital
Chris Rawlings, founder of Sophie Society
They covered a lot in this 90-minute session, and I can share one of them here: how a smart approach to secondary images and A+ content can move you from “one sale out of fifty visitors” to “one out of ten.
Chris’s Secondary Image Framework: Choose Your Top Six
Chris shared that his team uses a standard operating procedure with more than twenty possible types of secondary images. For each product, they pick the ones that best answer customer fears, questions and desires.
Here is the full menu that he referenced and that you can use right now:
Primary Image, white background
Lifestyle shot
Main features
Us versus them comparison
What is included
Different use cases
Size guide
Size comparison
Guarantee or warranty
Origin of ingredients
Ingredient list
Nutrition facts
Full product line
Certifications or badges
How to use or prepare
Before and after
Instructional or step by step
Compatibility
Material or quality
Eco friendliness
Customer reviews or testimonials
Brand mission statement or brand story
Lifestyle shot as a closing emotional image
Pick the six that matter most for your product, and build them intentionally, not randomly.
Here is how they then design image stacks that move conversion in the real world:
Always include a true lifestyle image
Not a render floating in a kitchen.
Show your exact avatar using the product in the context they care about most.Show the top four use cases
They like a four panel split or separate images that clearly say:Use case 1
Use case 2
Use case 3
Use case 4
For example, a towel used in the car, on a dog, in the kitchen and at the gym. The product does not change, only the scene and the first few seconds of what the shopper sees.
Build a main features graphic
One image gets the “tech spec” treatment: callouts with arrows that label the things that matter most to your customer, not just the factory checklist.Build a benefits graphic
This is separate from features. It answers “what do I get out of this” in human language.
Think: sleeps better, less pain in the morning, easier to clean, saves ten minutes on school mornings.Use remaining slots to remove friction
Choose from the list based on what your reviews and questions are screaming at you:Size guide or size comparison if people return for sizing
How to use or step by step if people are confused after purchase
Us versus them comparison if you are a premium product in a cheap category
Customer testimonial image if trust is the issue
Chris’s point was simple. Do not try to be clever. Try to be useful. The images should answer questions before the shopper even thinks to ask them.
Mansour added an example straight from his own brand that underline how powerful this really is.
“Why buy from us” image
They tested an early secondary image that simply explained, clearly and quickly, why someone should choose their product over others.
The structure:
Big header: Why buy from us
Five short bullets with specific reasons, not fluff
Result: in their tests this created roughly a 10 percent lift in conversion on that SKU. That is without changing bids, budgets or anything in PPC.
The three experts spoke about a lot more PPC tactics which are only available inside BDSC.
NANO BANANA PRO GUIDE
This Nano Banana Pro guide is getting passed around the Amazon seller community like the town bicycle:
Google’s Nano Banana Pro AI is the first AI that big sellers and aggregators are using to generate high converting listing images for their top selling products
… and this guide (written by my buddy Chris Rawlings) shows you exactly how to use Nano Banana Pro to generate all your listing images (even the graphic design ones) with no graphic designer, no photographer, in minutes.
🔭 YOU GOTTA SEE THIS
What if mastering the first 6 seconds of your video could put you in the top 1% of content creators? In this episode of Marketing Misfits, viral video expert Adley Kinsman reveals the untold secrets behind her billion-view formula.
From crafting scroll-stopping hooks to leveraging the psychology of storytelling, this is your ultimate guide to creating content that dominates algorithms and captivates audiences. Ready to unlock the formula for viral success?
🌎 INTERESTING STATS
🔬 BLACK FIRDAY VISIBILITY WAR on GOOGLE SHOPPING
Black Friday 2025 proved what many sellers suspected: a handful of marketplaces now control Google Shopping's most valuable real estate, and they're playing a completely different game than you are.
While you're managing daily budgets and watching ACoS, Walmart and Amazon are treating peak shopping days like strategic land grabs, flooding auctions when intent spikes, then vanishing when the math doesn't work.
Target, Temu, and eBay pulled back hard. The result? A split market where the biggest players bought attention at the exact moment buyers were ready to convert, and everyone else either paid premium CPCs or lost visibility entirely.
The data tells the story:
US Market: Walmart pushed visibility to 31% on Black Friday itself, a deliberate strategy to dominate when conversion rates peak and shoppers move fastest. Meanwhile, Target dropped from 8% in early November to just 1% on the day, showing they'd rather protect margin than chase expensive clicks.
UK Market: Amazon held back through most of November around 9%, then tripled to 30% on Black Friday, proving they'll outbid anyone when demand justifies it. Temu collapsed to 4% in the UK and under 1% in the US, a massive retreat driven by tariff pressure, CPC inflation, and deteriorating unit economics on paid search.
What this means for your business:
Google Shopping is no longer about consistent spending—it's about timing. The marketplaces aren't playing for volume; they're striking when ROI is highest and pulling back when auction costs destroy profitability.
If you're monitoring these patterns in real time, you can:
Protect your margin by avoiding the hours when marketplaces flood auctions
Anticipate CPC spikes before they wreck your daily budget
Win visibility in the gaps when competitors retreat
The sellers who win won't be the ones with the biggest budgets. They'll be the ones who understand when to push and when to go dark, just like the marketplaces already do.
🛠️ BDSN SOFTWARE TOOL of the DAY 🛠️
Click image for code and instructions
Two bookmarklets from Dream 100 member Ritu Java for extracting RUFUS Q&A data from Amazon product pages.
The first bookmarklet auto-clicks on RUFUS-related questions to expand them, while the second extracts the visible questions and answers into a clean, copyable list.
Together, they help users quickly gather RUFUS insights for product research or listing optimization.
🇲🇽 MEXICO to LEAPFROG US in ECOMMERCE PENETRATION
Mexico's ecommerce market is exploding, and by 2026, it's projected to overtake the US in online retail penetration. This isn't just growth. It's a complete reshaping of how 130 million consumers shop.
The numbers tell the story: Mexico will hit 17.7% ecommerce penetration in 2026, edging past the US at 17.0%. By 2029, online channels will capture one in every five pesos spent at retail, vaulting Mexico into the top six most digitally mature markets globally.
What's driving this? Three accelerators working in concert:
Mobile-first adoption. Young consumers are skipping desktop entirely and going straight to mobile commerce. This cohort doesn't just browse on phones, they discover, compare, and convert there.
Payment infrastructure finally catching up. Digital wallets and alternative payment methods are replacing cash friction, unlocking millions of first-time online buyers who previously couldn't transact.
Last-mile delivery solving the trust problem. Improved logistics networks mean faster, more reliable fulfillment. When packages actually arrive on time, repeat purchase rates climb.
Seasonal events like Buen Fin (Mexico's answer to Black Friday) and Christmas are compressing years of behavior change into weeks, pushing first-time buyers online and conditioning them to come back.
If you're selling cross-border or considering Mexico expansion, the playbook is clear: optimize for mobile, remove payment friction, and nail delivery reliability. The brands that build trust now, while the market is still forming habits, will own customer relationships for the next decade.
🔥 MORE HOT PICKS 🔥
🥃 PARTING SHOT
“It’s no longer the big beating the small, but the fast beating the slow.”
✌🏼 Have a great weekend.
See you again on Monday.
The answer to today’s STUMP BEZOS is
Short videos posted by strangers and recommended by AI