Top Strategies in Conducting an Amazon PPC Audit

by | Sep 22, 2023 | Amazon PPC

In the dynamic world of e-commerce, Amazon stands as a titan, offering unparalleled opportunities for sellers to reach a global audience. However, with great opportunity comes great competition. To stay ahead, sellers must ensure that their Pay-Per-Click (PPC) campaigns are optimized, efficient, and delivering the desired return on investment. Enter the realm of the Amazon PPC audit—a systematic review and analysis of your advertising campaigns to identify areas of improvement, inefficiencies, and untapped potentials.

Whether you’re a seasoned seller aiming to refine your ad strategy or a newcomer looking to understand the nuances of Amazon advertising, this article promises to be an invaluable resource. Dive in, and let’s optimize your Amazon journey!

Key Takeaways

  • An Amazon PPC audit is a systematic review and analysis of your advertising campaigns on the Amazon platform to identify areas for improvement and optimize your strategy.
  • Conducting routine audits yields benefits such as improved efficiency, discovery of optimization opportunities, and enhanced ROI.
  • Pre-audit preparation involves clarifying objectives, gathering data, allocating resources, and fostering collaboration for a successful audit.
  • The step-by-step guide to an Amazon PPC audit includes keyword analysis, ad group structure evaluation, bid management, ad copy assessment, landing page analysis, and performance metrics analysis.
  • Common pitfalls to avoid during an Amazon PPC audit include lacking clear objectives, neglecting negative keywords, and overlooking conversion tracking.

What is an Amazon PPC Audit? 

Amazon PPC Audit

An Amazon PPC audit represents a comprehensive evaluation of your advertising campaigns on the Amazon platform. It encompasses a thorough examination of campaign performance, structural elements, and overall effectiveness to ensure they are in harmony with your objectives and budgetary constraints. Carrying out these audits assumes paramount importance, as they have the potential to catalyze substantial enhancements in your advertising approach.

The process of an Amazon PPC audit entails a meticulous review of key metrics such as click-through rates (CTR), conversion rates, ad spend, and return on ad spend (ROAS). This data-driven analysis empowers you to identify underperforming campaigns, high-performing keywords, and areas where budget allocation can be optimized for better results.

Moreover, the audit extends beyond mere data crunching; it encompasses a qualitative assessment of ad copy, product listings, and landing pages to ensure they resonate with your target audience. By uncovering areas for improvement and fine-tuning your strategy, these audits serve as a linchpin for optimizing your Amazon advertising efforts, ultimately driving better visibility, higher sales, and a more robust ROI.

Why Conduct an Amazon PPC Audit? 

Why Conduct an Amazon PPC Audit? 

Conducting routine Amazon PPC audits yields a myriad of invaluable advantages. Foremost, they serve as a beacon to illuminate the path towards a more efficient advertising strategy. By meticulously dissecting your campaigns, audits bring to light instances of squandered ad spend, allowing you to promptly reallocate resources and trim the fat from underperforming keywords and ads.

Furthermore, these audits are a fertile ground for discovery. They unearth hitherto unseen opportunities for optimization, enabling you to harness the full potential of your advertising endeavors. Whether it’s identifying emerging high-performing keywords or refining ad copy, these audits equip you with actionable insights that can catapult your Amazon PPC efforts to new heights.

Ultimately, the raison d’être of Amazon PPC audits lies in their capacity to enhance your return on investment (ROI). By weeding out inefficiencies and capitalizing on untapped potential, these audits are the linchpin to achieving a more lucrative and sustainable presence within the Amazon marketplace. Free Amazon ads audit transform the nebulous realm of advertising into a precise and data-driven science, paving the way for lasting success.

Pre-Audit Preparation

To embark on a successful Amazon PPC audit, one must lay a solid foundation through pre-audit preparation. This critical phase serves as the bedrock upon which the entire audit process is built, ensuring that your efforts are focused, purposeful, and yield maximum benefits.

Clarify Objectives

Start by defining your campaign goals and envisioning success on Amazon. These objectives serve as a roadmap for your audit, guiding you toward necessary improvements that align with your overall strategy.

Gather Data

A data-rich audit is essential. Collect relevant data and tools, accessing Amazon Advertising reports, historical performance data, and analytics tools. This data provides insights into trends, patterns, and areas needing attention.

Allocate Resources

Allocate dedicated time, personnel, and your amazon ppc budget for the audit. Proper resource allocation prevents rushing and allows thorough assessment of all campaign aspects.

Foster Collaboration

Consider engaging cross-functional teams, such as marketers, data analysts, and content creators. Collaborative efforts bring diverse perspectives to the audit, leading to more effective solutions.

Step-by-step Guide to Amazon PPC Audit


Amazon PPC Audit

Auditing your Amazon PPC campaigns is crucial for optimizing your advertising efforts and achieving better results. Here’s a detailed step-by-step guide to help you conduct a comprehensive Amazon PPC audit:

 Keyword Analysis (Keyword Relevance)

Your first step is to analyze your keywords. Ensure that they are highly relevant to your products and target audience. Identify any negative keywords that may be draining your budget by triggering irrelevant clicks. This optimization ensures that your ad spend is focused on potential customers most likely to convert.

Ad Group Structure (Logical Organization)

Evaluate the organization of your ad groups. Ensure that they are logically structured based on product categories or themes. A well-structured ad group layout improves campaign management and makes it easier to adjust bids and tailor ad copy for specific products or services.

Bid Management (Competitiveness and Budget Efficiency)

When it comes to bid management, it’s not just about competitiveness and budget efficiency—it’s about smart allocation. As a rule of thumb, consider allocating approximately 10% of your total revenue to your advertising budget. This percentage works well for those starting out or aiming to maintain their market position.

If your aspiration is market dominance and capturing your competitors’ sales, consider investing up to 15% of your total revenue in PPC advertising. This dynamic approach ensures that your bid management aligns with your overarching business objectives and market ambitions.

Ad Copy Evaluation (Relevance and CTR Improvement)

Review your ad copy for relevance and click-through rate (CTR). Ensure that your ad copy aligns with your keywords and is enticing to potential customers. Experiment with different ad variations to find the most effective messaging that resonates with your target audience.

Landing Page Analysis (Alignment and User Experience)

Check if your landing pages align with your ad copy and provide a seamless user experience. Make sure that visitors arriving from your ads find what they expect on your landing pages. A well-optimized landing page can significantly impact conversion rates and the overall success of your campaigns.

Performance Metrics (In-Depth Analysis)

Dive deep into key performance metrics, such as Advertising Cost of Sales (ACoS), CTR, and ad spend. Identify trends and anomalies that require attention. Look for opportunities to improve efficiency, reduce wasted ad spend, and enhance the overall performance of your campaigns.

This audit process empowers you to fine-tune and optimize your campaigns, eliminate inefficiencies, and ultimately achieve a more successful and profitable Amazon advertising strategy. Regularly revisiting these steps ensures that your campaigns stay aligned with your objectives and continue to deliver optimal results in the dynamic landscape of Amazon advertising.

Common Pitfalls to Avoid

Amazon PPC Audit

A successful Amazon PPC audit hinges on avoiding prevalent missteps that can undermine your optimization endeavors. Recognizing and steering clear of these common pitfalls is paramount:

Lack of Clear Objectives

Failing to set clear objectives is akin to embarking on a journey without a map. Without well-defined goals, your audit lacks direction, making it challenging to pinpoint areas for improvement. Setting precise objectives is the compass that guides your audit towards actionable insights.

Neglecting Negative Keywords

Neglecting negative keywords can be a costly oversight. Without actively managing them, you risk squandering your budget on irrelevant clicks. Incorporating a robust negative keyword strategy is pivotal in optimizing your ad spend and ensuring your ads reach the right audience.

Overlooking Conversion Tracking

Overlooking conversion tracking is akin to flying blind. Without this essential tool, you’re left in the dark about which keywords or ads are driving actual sales. Integrating conversion tracking into your audit equips you with the data needed to make informed, profit-driven decisions.

When you sidestep these pitfalls, you pave the way for a more effective Amazon PPC audit. Setting clear objectives provides a roadmap for success, managing negative keywords optimizes your budget allocation, and embracing conversion tracking empowers data-driven decisions. These steps collectively enhance your audit’s efficacy, ultimately resulting in more successful and profitable Amazon advertising campaigns.

Post-Audit Actions 

After conducting a comprehensive Amazon PPC audit, the real work begins with implementing your findings. Here are essential post-audit actions to ensure the continued success of your advertising campaigns:

Implement Recommendations

Translate the insights gained from your audit into action. Make the recommended changes to your campaigns, whether it’s refining keywords, adjusting bids, optimizing ad copy, or enhancing landing pages. These adjustments will align your strategy with best practices and improve performance.

Amazon PPC Audit

Continuous Monitoring

Don’t consider your work done once changes are made. Regularly monitor the performance of your campaigns. Keep a vigilant eye on key metrics like ACoS, CTR, and conversion rates. This ongoing assessment enables you to catch and address issues promptly, ensuring your campaigns remain on track.

Adapt and Adjust

Be prepared to adapt to changing market conditions, seasonality, or emerging trends. Adjust your strategy accordingly to capitalize on opportunities or mitigate challenges. Flexibility is key to maintaining a competitive edge on the Amazon platform.

Future Audit Planning

Schedule a future audit date to keep your advertising strategy fine-tuned. Regular audits ensure that your campaigns continue to evolve and optimize over time. Whether it’s quarterly, biannually, or annually, having a planned audit keeps your advertising efforts aligned with your business goals.

Incorporating these post-audit actions into your routine ensures that your Amazon PPC campaigns remain dynamic and effective. By continuously optimizing and staying responsive to changes in the marketplace, you’ll maximize the return on investment and maintain a strong presence on the Amazon platform.


Regular Amazon PPC audits are instrumental in optimizing your advertising campaigns, improving ROI, and staying competitive in the e-commerce landscape. We encourage you to conduct audits periodically to maximize the effectiveness of your Amazon Sponsored Ads. Feel free to share your experiences or ask any questions you may have about Amazon PPC audit best practices.

For further insights, consult Amazon’s Official Advertising Guide, read expert insights on PPC Audits, or explore successful Amazon PPC strategies. Here in FosterFBA, we cater your Amazon business needs to heights. Your journey to PPC excellence begins with a thorough audit and you can begin it with a free audit with us plus excellent advise and professional guidelines to strategize your business efficiently.

Begin your journey as you follow this guide and continuously refine your Amazon PPC strategy, driving more traffic, increasing conversions, and achieving a higher return on investment for your advertising efforts.

Let me know if you have any questions about your Ads Strategy. Happy to do a free audit & strategy session of your entire Ad strategy. 


Vijay FosterFBA CEO/ Founder

Vijay Jacob

Founder, FosterFBA

Helping 7-8 Figure Amazon Sellers grow profitably with their Amazon Advertising


P.S: If you are making over $10K/month and want to take your PPC sales to the next level. We’re offering  “done-for-you” Amazon PPC management & consulting services that does just that. You can schedule a free strategy session and audit of your ads to see if we’re a good fit:


What is Amazon PPC?

Amazon PPC (Pay-Per-Click) is an advertising model where sellers pay a fee every time their ad is clicked on Amazon’s platform. It helps sellers promote products and increase visibility.

How often should I conduct a PPC audit?

It’s recommended to conduct a PPC audit at least quarterly. Regular audits ensure that campaigns remain optimized and efficient.

Why is ACoS important in an Amazon PPC audit?

ACoS, or Advertising Cost of Sale, measures the efficiency of an Amazon ad campaign. A lower ACoS indicates a more profitable campaign, making it a key metric in audits.

What are negative keywords in Amazon PPC?

Negative keywords are terms that prevent your ads from being displayed for irrelevant searches. They help refine your audience and reduce wasted ad spend.

How do I optimize my Amazon PPC campaigns?

Optimization involves various steps: selecting relevant keywords, setting competitive bids, crafting compelling ad copy, and regularly monitoring performance metrics.

Can I do an Amazon PPC audit myself?

Yes, with the right tools and knowledge, you can conduct a DIY PPC audit. However, many businesses prefer expert assistance for in-depth analysis.

What’s the difference between manual and automatic campaigns in Amazon PPC?

Manual campaigns allow sellers to choose keywords, while automatic campaigns let Amazon select keywords based on the product’s information. Each has its advantages depending on the seller’s goals.