Have you ever carried out the Amazon PPC audit? It is recommended that you conduct a PPC review at least once per quarter, and, if you can at least every two weeks.
It’s not easy to keep up to date, that’s why we’ve put together an easy-to-follow checklist that will assist you in saving money while ensuring that your advertising dollars are effective for you and instead of against yours.
The Amazon PPC Audit Checklist
It can take some time to conduct an effective PPC review for Amazon However, the more frequently you optimize your audits, the faster and more easily your next audit will be. PPC audits of campaigns offer numerous benefits, which include:
- Reducing wasted advertising
- Finding new words
- A look at the most profitable ways to invest in advertising campaigns, ad groups, and even keywords
- Overall, improved ACoS in your campaigns for advertising
Utilize our checklist to use as an Amazon PPC audit guide to ensure that you don’t miss any of the steps.
1. Check On Your Current Amazon PPC Goals
Each account will have its own KPIs. It is important to keep track of the goals you have set, like achieving your ACoS goals, converting brand new customers, or launching a new product.
Problems such as a drop in clicks or impressions may be related to the performance of keywords or a drop in conversion rates could be the result of more competition. Both issues can be addressed however only if you spot these issues promptly.
A quick tip: Competition on Amazon is growing. If you’re having difficulty getting the results you used to be able to achieve, you can try other objectives or break your progress into more concrete and quantifiable objectives.
If you are struggling to reach the goals that you were able to reach frequently, you can try different goals or break down your progress to more precise goals.
2. Conduct a Performance Metrics Analysis
Utilize the metrics in the Amazon Advertising Reports or any third-party software, such as SellerApp’s Advertising Dashboard to evaluate the performance of your ads. The metrics you should be thinking about adding include:
- ACoS
- Total Revenue
- Gross Profit
- Average Order Value
- TACoS
A quick tip: If you launch a new product, you might consider using a higher conversion rate instead of using the same keyword on your top-selling Amazon products.
3. Evaluate Your Amazon PPC Campaign Structure
This is a step to prompt you to consider the implications of the PPC campaigns’ structure.
The more well-organized your PPC campaigns, the easier to be able to become more precise with your optimization. You can, ultimately, produce precise and thorough reports.
Campaigns should be designed around the goals that you established in the initial step. Apply the goals you set and connect them to the ad type or other placement options that best fit your budget.
A quick tip: What you are doing with your Amazon PPC campaign structures will influence future audits. You can use SellerApp’s Amazon PPC audit tool to check your Amazon PPC campaign performance.
It is important to take the time to make improvements to your campaigns will help you pass your next audits more easily and help you improve your PPC performance.
4. Analyze Your Keywords
If you observe unusual patterns such as strong impressions and zero clicks for your keywords, mark these as keywords to add to your list of negative keywords and then check the product’s listing.
Utilize the following keywords to identify any warning signs:
- Match type
- Impressions
- Clicks
- CTR
- CPC
- Spend
- Sales
5. Optimize Amazon PPC Bidding & Review Ad Targeting
The final step of the process of conducting your Amazon PPC audit is evaluating the bids you place and your ad objectives. After reviewing your campaign’s structure and analyzing your keywords, examine your targets.
It is recommended to change from automated targeting to manual targeting to have greater control over your keyword selection and the capability to add negative keywords.
In general, you’ll want to maximize your bids so that you can deliver the highest amount of money to the top-performing keywords.
Quick Tip: Take some time to think about the keywords you use in every amazon PPC campaign. If you’re planning to launch an entirely new product, think about making use of a more profitable term instead of using it in your most popular items.
