Amazon Ad Audit Checklist - Make a Copy
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Amazon PPC Audit Checklist.
We hope you find it useful.
Feel free to contact us with any questions or feedback - hello@fordebaker.com
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QuestionAimDescriptionActions
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Is ACos above target?Reduce ACoSDepending on age of campaign or ad group the ACoS should meet target or be trending towards targetPause bids on higher than average keywords, products and ad groups (start at the lowest level then work up - don’t pause an ad group without first discovering whether keywords or products within the ad group are achieving or trending towards the ACoS target)

Trend is crucial - don’t pause anything until you know whether performance is trending towards target ACoS. If your performance is on track then you may have leeway to give these campaigns more time to become more effective.
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Are Campaigns Targeting Your Expected Keywords?Reduce AcoS & Increase SalesAutomatic targeting ‘should’ create bids for search terms picked up from the listing. This isn’t always true. The ‘expected’ keywords may not appear and you may be missing relevant and profitable traffic.Audit the Search Terms report (applies to automatic targeting only). Does this tally with the keywords you want or expect the product to appear for?
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How Competitive are Brand and Product Ad Spaces?Reduce ACoSAd spend must be incremental (sales that would not be achieved without the ad) or defensive (stopping other brands or sellers from taking brand sales).

This happens when other brands are bidding on the brand/product search terms OR there is an ad for the same product on a different ASIN
How many other sellers/brands are bidding on the brand term?

If no other bidders then consider pausing ads - these ads are not incremental or defensive
If other sellers are bidding on the brand term then what can be done to defend sales - is price competitive, is your ad in the no. 1 slot, if not consider increasing bid price.

If traffic through product name search terms is low then changing price and investing time in other efforts may not provide an ROI
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Are Products Being Advertised Against Irrelevant Keywords?Reduce ACoSA product ad is appearing against a keyword that is not relevant to the productAdd new negative keywords to the campaign or ad group

Tighten the negative match type. It may be that you originally selected exact, phrase and broad match types to cast the net wide (this is a recommended early-stage tactic).

Inevitably broad and phrase match types will create some wastage whilst they find new keyword nuggets.

If irrelevant search terms appear in your search terms report then reducing the match type down to phrase and exact or just exact will help the situation.
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Are Ad Groups Duplicating Keywords?Reduce ACoSMore than one ad group is bidding for the same keyword with the same product. It may be completely justifiable to target one keyword with more than one product.Add new negative keywords to the campaign or ad group.

Pause ad groups which wholly duplicate keyword targeting of other ad groups.
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Are Ad Groups or Campaigns Under-Spending?Increase SalesThe campaign or ad group spend is consistently below the budget limit that you have set.Are there any deliverability (losing the buy box, out of stock etc.) issues? If you are losing the buy box because of price competition then you have to beat or match your competitors.

Are the CPC bids too low and does current ACoS justify CPC bid increase? If you can satisfy both conditions then increase bids and monitor for an increase in sales.

Is the budget too high for the search volume? This can often happen with brand campaigns. There’s only so much demand and you may have initially over-estimated brand traffic. In this scenario consider diverting budget to other campaigns.

Note, that you always want to set your brand daily spend at a level that is comfortably above the actual daily spend. We do this in case there is a spike in brand demand.
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Are all Relevant Products Included in Ad GroupsIncrease SalesYou may sell multiple products that can be advertised against the same search terms. This is often the case with brand ad campaigns or product variations. The campaign or ad group could maximise the total ad space for the keyword group. This increases customer choice and improves product discoverability. Add more products to each ad group.
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Are Campaign Bids Weighted to More Profitable Placements?Reduce AcoS & Increase SalesSponsored product ads will be placed in 3 ad spaces
Top of search (first page)
Product page
Rest of search

Generally speaking ‘Top of search’ tends to perform better than the other placements.
Weight bids toward the better performing ad space by increasing the percentage bid adjustment.
This strategy only applies at the campaign level.
What you define as ‘better performing’ depends on whether you’re optimising for more sales or lower ACoS.
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Are all Products or Keywords Delivering Impressions?Increase SalesAd groups with lots of customer search terms (not keywords) OR products may under-serve against ‘under-performing’ search terms or products

As with many advertising platforms, Amazon trains the ad algorithm to spend more money in profitable areas. Generally, this is a good thing but in the early stages of a campaign when you’re in learning mode you want to give each product or search term an opportunity to deliver results.
Split out the ad group into multiple ad groups to target the under-served products and/or search terms.

Alternatively, don’t change the structure but tighten the negative keyword list to reduce wastage and free-up budget for the rest of the ad group
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Which Products Perform Better Within a Campaign or Ad Group?Reduce AcoS & Increase SalesBudget within a campaign should be optimised to give the greatest return. Some products will inevitably be more attractive to the customer base.Are better performing products more relevant to keywords?

Is there a difference in conversion rate between products – could this be addressed by improving listing content by adding copy that is more relevant to the keywords that are driving traffic?

Sometimes you can’t influence why some products under-perform against others in the ad group. It may simply be that one product is lower priced or generally a better known product.

In these instances consider restructuring campaigns and/or ad groups to weight spend to the more profitable products. This may mean splitting out into new campaigns or ad groups.
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Is Driving Traffic to our Brand Store Increasing Basket Size?Increase SalesIntroducing new customers to the brand store and the full product range could increase basket size. Sponsored Brand ads are the only way to drive paid traffic to the store. To run Sponsored Brand ads you need to be enrolled on Brand Registry.Is there a larger than average basket size from campaigns that send traffic to the brand store?

How does this basket size compare to ads on the same keywords?

Does basket size performance change depending on the keyword group (brand, generic, competitor)?
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