Running Amazon PPC campaigns can feel like throwing money into a black hole if you’re not optimizing them properly.
Disorganized campaigns, underperforming keywords, and overspending on bids are just a few of the common pitfalls that can drain your budget without delivering results.
But here’s the good news:
With a proper PPC audit, you can identify these issues, fix them, and turn your campaigns into profit-generating machines.
In this blog, we’ll walk you through how to audit your PPC campaigns effectively, step by step.
Whether you’re a beginner or a seasoned seller, these tips will help you stop wasting ad spend and maximize your ROI.
Let’s dive in!
Step 1: Organize Your Campaigns
The Problem: Disorganized Campaigns = Wasted Spend
If your campaigns are a mess, it’s impossible to track performance or make data-driven decisions.
The Fix: Structure and Goal-Oriented Campaigns
Group by Goals: Create separate campaigns for different objectives, such as brand awareness, product launches, or profit maximization.
Use Ad Groups Wisely: Group similar products or keywords together for easier management.
Label Clearly: Use descriptive names for your campaigns and ad groups to stay organized.
Step 2: Identify and Fix Underperforming Keywords
The Problem: Underperforming Keywords = Wasted Ad Spend
Not all keywords are created equal. Some may be draining your budget without delivering sales.
The Fix: Pause or Lower Bids on Low-Performers
Analyze Performance: Check metrics like CTR (Click-Through Rate), conversion rate, and ACOS (Advertising Cost of Sale).
Pause or Adjust: Pause keywords with low CTR or high ACOS. For keywords that convert but at a high cost, lower their bids to improve profitability.
Step 3: Cap Bids to Avoid Overspending
The Problem: Overspending on Bids
Even if a keyword is bringing sales, it might not be profitable if the bids are too high.
The Fix: Set Bid Caps
Calculate Breakeven ACOS: Determine the maximum ACOS you can afford while still making a profit.
Cap Bids: Adjust your bids to stay within your breakeven ACOS, ensuring you only bring in profitable sales.
Step 4: Refine Your Negative Keywords
The Problem: No Negative Keywords = Expensive Clicks
Without negative keywords, your ads can show up for irrelevant searches, leading to wasted ad spend.
The Fix: Build and Maintain a Negative Keyword List
Review Search Terms: Regularly check your search term report for irrelevant or low-converting keywords.
Add to Negative List: Block these terms to prevent your ads from showing up for irrelevant searches.
Use Match Types: Apply negative keywords at the campaign or ad group level for better targeting.
Step 5: Utilize All Ad Types
The Problem: Not Using All Ad Types = Missed Opportunities
If you’re only using one type of ad, you’re missing out on opportunities to reach different audiences and achieve different goals.
The Fix: Leverage Sponsored Products, Brands, and Display
Sponsored Products: Promote individual products and drive sales.
Sponsored Brands: Build brand awareness and showcase multiple products with custom headlines and logos.
Sponsored Display: Retarget shoppers who’ve viewed your products or reach new audiences based on interests and behaviors.
Combine Strategically: Use a mix of ad types to create a comprehensive advertising strategy.
Pro Tips for a Successful PPC Audit
Use Analytics Tools: Leverage tools like Amazon Brand Analytics or third-party software to get deeper insights into your campaign performance.
Set Clear Goals: Know what you want to achieve with each campaign—whether it’s increasing sales, boosting brand visibility, or clearing inventory.
Test and Iterate: Experiment with different strategies, track results, and make data-driven adjustments.
Monitor Regularly: PPC optimization is an ongoing process. Schedule regular audits to keep your campaigns in top shape.
The Results You Can Expect
By auditing and optimizing your PPC campaigns, you can:
Reduce Wasted Ad Spend: Focus your budget on high-performing keywords and ad types.
Increase ROI: Drive more sales at a lower cost.
Improve Campaign Efficiency: Organized campaigns are easier to manage and optimize.
Stay Competitive: Outperform competitors by leveraging all available ad types and strategies.
Your Action Plan
Organize Your Campaigns: Group by goals and label clearly.
Analyze Keywords: Pause or adjust underperformers and cap bids for high-cost keywords.
Refine Negative Keywords: Block irrelevant searches to save money.
Use All Ad Types: Combine Sponsored Products, Brands, and Display for maximum reach.
Monitor and Optimize: Regularly review performance and make data-driven adjustments.
Generating Millions in 
