Although free tools can assist you in initiating the audit of your Amazon pay-per-click (PPC) performance, they lack the capability to offer the extensive insights necessary for making significant improvements in your Amazon PPC performance. In this article, you can read some top tips on how to audit your Amazon PPC campaigns.
How to Audit Your Amazon PPC Campaigns
To start an Amazon PPC audit, log each campaign’s performance metrics, such as ACoS, using a decent-sized timeframe, i.e. a month or quarter. Analyze all metrics using the same timeframe to provide an accurate idea of campaign performance. Amazon recommends looking at campaigns with at least two weeks of data if using automatic targeting, or based on monthly search volume if using manual targeting. Use separate benchmarks for seasonal campaigns as they may perform differently based on the season. Download appropriate reports in Amazon Seller Central to streamline the auditing process. Evaluate campaign structure by asking questions like whether ad groups match their campaign’s name. A disorganized campaign can lead to expensive, underperforming ads. Once campaigns are organized, move onto evaluating ad groups.
Tips for Evaluating Ad Groups in Amazon PPC
Ad groups are similar to subfolders within campaigns and should be related to one another and the overall campaign. Evaluating ad groups is crucial. If they are not related, consider moving them to different campaigns or creating new ones. Best practice is to keep each campaign within its area of focus and evaluate ad group questions like targeting and naming structure. For product ads, Amazon recommends automatic targeting for new campaigns but manual targeting offers more control and allows for negative keywords. Access keyword targeting data with the Search term report in Seller Central and evaluate metrics like impressions, clicks, and sales. Look for unusual patterns between metrics, like search terms with high impressions but zero clicks, to identify negative keywords or product listing issues. Optimize search terms with high sales and low CPCs by expanding keyword targeting or optimizing product listings. Check for duplicate search terms caused by the same keyword with different match types.
How to Conduct an Effective Amazon PPC Audit
Conduct a keyword targeting assessment to identify potential opportunities and remove any duplicated search terms. Evaluate your product listings to ensure that they match the search intent of the keywords and improve conversion rates by revising your product features, image or title. Optimize your bids by maximizing funding to the most profitable keywords and switching from automatic to manual targeting. Conduct an audit every quarter and two weeks after launching a brand-new campaign to spot problems and discover lucrative opportunities. Regular Amazon PPC audits can prevent costly issues and maximize the performance of your investment into it.How to Audit Your Amazon PPC Campaign
If you’re having difficulties auditing your Amazon PPC campaign, you can contact experts at WebFX for help by calling them or contacting them online Audit your Amazon PPC campaigns to improve your strategies like targeting keywords, updating product listings, and optimizing keyword bids PPC on Amazon requires consistent attention and dedication.If you have any further queries or require assistance on your Amazon journey, feel free to reach out to the BellaVix Team. We are always here to help.
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