How to Do Amazon PPC Audit to Optimize Campaign Performance

The best way to dominate the Amazon market is to run PPC campaigns. Through Amazon advertising, you can drive traffic to your product detail pages. But running a campaign will not let you lead the PPC game.

Your competition is not far behind. They too run Amazon PPC management ads. So, it is better to evaluate your ads timely. This can be done by doing an Amazon ad audit.

What is an Amazon advertising PPC Audit?

A PPC audit, in simple terms, is the evaluation of your advertising performance. It involves a checkup of keyword performance, traffic generation, sales conversion, etc. By doing this, you can take the necessary steps and improve the campaign results.

When doing a PPC campaign audit, focus on below metrics:

• Amazon Campaign structure: The Amazon campaign structure involves ad targeting and keyword match type targeting.

The ad targeting includes Automatic and manual targeting. The keyword match type includes targeting keywords type (exact, phrase, and broad).

• Keyword evaluation: Whether you are running automatic ads or manual ads, Amazon shows you a list of keywords and ASINs from which you gathered the traffic.

You can monitor them and filter the list. The action here involves changing the keyword match type (exact, broad, and phrase) and setting up negative search terms.

• ACOS and ROAS: Amazon has two key metrics to examine for sellers. Using ACOS and ROAS data, you can check the performance of your campaign and make it more effective.

ACOS shows you how much you spend vs how much sales are generated. ROAS helps you analyze the ROI of your ad spend.

How to Do an Amazon PPC Audit?

Step 1: Goal setup

Before you begin with Amazon ads, it is essential to set up your goal. Plan what you want to get from running ads: sales, brand awareness, etc.

If you are looking to boost your sales, you should run Amazon Sponsored Products ads on Amazon. Whereas, if you want to enhance brand awareness, you can opt for Amazon sponsored brand ads.

Step 2: Campaign structure settings

As explained above, campaign structure setting involves ad targeting (automatic or manual). The automatic targeting is handled by Amazon, while Sellers themselves manage manual targeting.

Here, automatic targeting involves displaying ads on keywords of Amazon’s choice, while in manual targeting, the ads will be displayed on keywords of the seller’s choice.

The facility is that you can run both automatic and manual target campaigns simultaneously. Based on a few weeks’ performance, you can switch off any one and go with the best work generating sales for you.

Step 3: Keywords audit

A keyword audit involves checking the performance of the keywords you are targeting. Open the campaign, and see the keywords data. Check how many impressions, clicks, and sales generated.

If a keyword is exhausting the traffic and won’t convert, it is better to pause it. Also, in case you are doing broad targeting, pause unwanted/irrelevant keywords, put irrelevant words in the negative keyword section. 

By making a few changes, you can ensure your ads run on the best keywords. All these settings will help you achieve your goals.

Step 4: Monitor your listing quality score

Running ads won’t be enough to generate sales on Amazon. Your product detail page also needs to be optimized. 

Base your listing on top-performing competitors’ listings and double-check your listing. Try to create your listing as good as theirs. Optimizing your Amazon listing helps you get the best from Amazon ads.

This is because your listing copy will interact with the customer. After reading and checking the listing, customers will decide whether to buy your product or not.

Step 5: Look for Amazon Ads metrics

Check for your campaign’s CTR, CVR, ACOS, ROAS etc. These metrics will let you evaluate whether your campaign is delivering results or not.

Also, look for PPC; Amazon is charging you for every click. You can set bidding for every keyword according to your needs. Either maximize or minimize, it all depends on you.

Repeat and learn

One should monitor their campaign every day or every week. Repeating the audit frequently will help you take action asap. So, you can optimize your campaign budget effectively. Doing daily and weekly audits will help you learn PPC more precisely.