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Amazon PPC Audit Checklist for 2022
3. Evaluate Your Amazon PPC Campaign Structure
This step aims to get you to think critically about your PPC campaign structure. The more organized your campaigns are, the easier it is to get more granular with your optimization and, in turn, conduct clear and detailed reports.
Campaigns should be built around the agreed-upon goals that you set in the first step. Use those goals and match them to ad types (Sponsored Products, Sponsored Brands, and Sponsored Display) or placement options that will work best with your budget.
Quick Tip: Your Amazon PPC campaign structures will impact future audits. Taking the time now to improve your campaigns will make future audits easier and allow you to improve your PPC results.
4. Analyze Your Keywords
If you see peculiar patterns like high impressions and zero clicks with your keywords, flag these as terms to add to your negative keyword list and check on your product listing.
Use the following keyword metrics to check in on any potential red flags:
- Match type
Further Reading: Amazon Keyword Cheat Sheet
5. Optimize Amazon PPC Bidding & Review Ad Targeting
The last step in your Amazon PPC audit is evaluating your bids and ad targets. After reviewing your campaign structure and analyzing your keywords, take a look at your targeting. It is recommended to switch from automatic targeting to manual targeting, so you have more control over your keyword targeting, including the ability to upload negative keywords. In general, you want to optimize your bids to send the most budget to your most profitable keywords.
Quick Tip: Take time to rethink the keywords that go with each Amazon PPC campaign. If you are launching a new product, consider using a higher converting term instead of continuing to use it on one of your best-selling items.
The best way to audit your Amazon PPC is to audit it often. This is a challenging task to do manually, which is why we suggest using an advertising optimization and intelligence tool to support your business in driving sales and ACoS across Amazon advertising types.
Feedvisor’s machine-learning technology and easy-to-read dashboards help enable you to audit your bidding, targeting, and forecasting while optimizing your ad spend. Learn how Feedvisor can help you.