Weekly team call reviewing record-breaking Amazon performance, defining the Pop Popcorn launch logistics, resolving Google Merchant Center data quality issues, and demoing an AI agent that audited and fixed critical structural errors in the Cordwainer Google Ads account in real time.
Attendees: Gilbert Barrongo, Karly Oykhman, Mark Hope, Sebastian Gant
Source: Fathom Recording
Target ROAS (inappropriate for a lead-gen account with no conversion values) to Maximize Conversions. Monitor for 2–3 weeks; pause homepage campaign if performance doesn't improve.| Metric | Value |
|---|---|
| Daily revenue (consistent) | $5,000+ |
| Daily revenue (spike) | $6,400 |
| March sales through Day 17 | $75,000 |
| Projected March total | ~$136,000 |
| Previous record (January) | $135,000 |
| Margin | Consistently in the 40s% |
Organic units are rising sharply while ad cost is falling — a strong signal that ranking and brand awareness are compounding. Subscribe & Save is also up.
| Rank | Product | Revenue |
|---|---|---|
| 1 | Organic White Popcorn | $26,000 |
| 2 | Yellow Cornmeal (5 lb) | ~$14,900 |
| 3 | Organic Yellow Popcorn | $14,000 |
| 4 | Black Beans | — |
| 5 | Old World Popcorn (Yellow) | — |
Popcorn now accounts for 43% of total sales (~$52k of $121k). This is with some popcorn variants out of stock — upside remains if inventory is fully stocked.
| Product | Organic Rank | Sponsored Rank |
|---|---|---|
| Doodla White Popcorn | #2 | #1 |
| Old World Popcorn | #17 (up from ~#40) | #3 |
Old World's rank improvement is significant but fragile — inventory stockouts directly cause rank to drop. Daily rank tracking is being implemented.
The Doodle Farms product data spreadsheet was outdated and incomplete, causing feed errors in Google Merchant Center. Issues included missing product sizes, incorrect UPC/GTIN formatting, and out-of-stock products missing price data (which triggers feed errors even when OOS is acceptable).
Mark worked through the Merchant Center API directly (the WooCommerce plugin did not handle everything). Fixes applied:
00 to UPC)| Feed | Status |
|---|---|
| Doodla Farms | ✅ Healthy — 63 products, 7 out-of-stock (all expected), store quality "awesome" |
| Old World | ⏳ Pending — 1 product under review, 1 with "limited" discoverability (under investigation) |
Old World feed should be fully live within a day or two pending Google's two-stage review process.
A single master spreadsheet must be the source of truth for all product data across Amazon, the website, and Google feeds. Lucy's separate sheet should be merged into the master — not maintained in parallel.
| Decision | Detail |
|---|---|
| Bag order | 25,000 (minimum order quantity) |
| Production run | Minimum quantity — manage 6-month shelf life risk |
| Shelf life question | Foil bags may extend shelf life beyond 6 months — Mark to confirm with Justin |
| Amazon fulfillment | Ship directly from TS Foods → FBA |
| Website fulfillment | Ship 1 pallet from TS Foods → DFO warehouse (enables bundled orders with other products) |
| MCF for website? | Not preferred — mixed-product orders get complicated without warehouse stock |
Competitive context: Skinny Pop, Boom Chicka Pop, and Garrett are dominant brands in this category. Realistic first-month expectation is 1,000–5,000 units, scaling over 3–6 months. The 25k bag minimum is manageable at that pace.
Mark demoed a locally-run AI agent that performs full Google Ads audits and executes fixes autonomously. The Cordwainer account was used as a live example.
| Issue | Detail |
|---|---|
| Bidding strategy | Target ROAS on a lead-gen account with zero conversion values — algorithm was effectively blind |
| Conversion tracking | All 8 conversions marked "Primary" — Google had no signal for what to optimize |
| Negative keywords | None active on main campaigns — budget wasted on irrelevant queries |
| Landing pages | Traffic sent to generic homepage → poor quality scores |
| Sitelink | One sitelink pointing to a 404 page |
| Fix | Detail |
|---|---|
| Bidding | Switched all campaigns to Maximize Conversions |
| Negative keywords | Added 16 competitor terms + 5 brand terms as negatives |
| Brand campaign | Created new exact-match brand campaign |
| Remarketing | Created audiences and attached to all campaigns |
| Budget | Optimized to ~$1,490/month (aligned with $2k/month total Google + Meta budget) |
| Conversion values | Assigned monetary values to key actions (e.g., Form Submit: $100) |
| Broken link | Fixed sitelink pointing to 404 |
For lead-gen accounts, conversion values must reflect realistic lead economics — not default to $1. Formula:
Lead Value = (Average Deal Size × Close Rate) × Margin
Example for Cordwainer: ~$7k/month contract × 12 months × 10% close rate = $8,400 lead value. Setting this correctly allows Google to bid aggressively enough to generate meaningful volume.
See also: [1]
| Owner | Task |
|---|---|
| Gilbert | Consolidate Lucy's sheet into Doodle Farms Product Data master (ASINs, SKUs, UPCs, dims, pricing) |
| Gilbert | Start daily Amazon organic rank tracking for Old World; share trend with team |
| Gilbert | Schedule setup call with Mark to install and configure Google Ads audit agent |
| Gilbert | Launch Doodle Farms Google Shopping campaign ($100–$200/mo) |
| Gilbert | Monitor Cordwainer Maximize Conversions for 2–3 weeks; pause homepage campaign if no improvement |
| Gilbert | Monitor Cordwainer remarketing audience growth; launch remarketing ads when lists are large enough |
| Karly | Email Lucy: order 25k bags, minimum production run, arrange 1 pallet to DFO warehouse |
| Karly | Confirm Cordwainer landing page owner; coordinate with Sebastian |
| Karly | Implement call tracking for Cordwainer; coordinate with Mark |
| Karly | Confirm exact Cordwainer Meta ad spend with Sebastian |
| Karly | Task design team with display creatives for Cordwainer remarketing campaign |
| Mark | Research popcorn shelf life in foil bags (confirm with Justin) |
| Mark | Research Old World Google Merchant Center "limited" discoverability issue |
| Mark | Run Q2 OKR audits for all clients |
| Mark | Research Aviary 2 email tracking; report findings to Karly |