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Amazon Advertising Audit | Step by Step
Three views for auditing your Amazon Advertising in 15 minutes or less💥

🔶 Products Tab

1. Advertising Console
2. Sponsored Ads
3. Products (Beta)
4. Select Date range
5. Filter top-down by spend

(Add the Conversion Rate column if you don't already have it)

Quickly run through the conversion rate of your products and look for outliers.

Are you spending the most on your highest converting targets?
Do you have any low converting targets that are hurting your overall RoAS?
Do you have full campaign coverage for every product?
Do any of your products have a much higher CPC than the others?
Do you have any discrepancies in your average CTR?


🔶 Targeting Tab

1. Advertising Console
2. Sponsored Ads
3. Targeting
4. Select Date range
5. Filter top-down by spend

(Add the Conversion Rate column if you don't already have it)

Are your highest spending targets the top priority search terms?
Are your highest spending targets averaging a higher CVR than the average of the account?
Is the majority of your budget going to manual campaigns over auto campaigns?
What does your CPC look like across top targets? Do you have room to cut back on bids in order to improve RoAS? Can you increase bids to drive more sales?
Do you have a strategy around rank?

PS - I WISH impression share was given in this view.

🔶 Insights and Planning | Brand Metrics
As many of you know, this is my FAVORITE rollout in ad console.

1. Advertising Console
2. Insights and Planning
3. Brand Metrics
4. Select the category you want to view

Is your conversion rate better than the category median? No? Improve your listing before driving more traffic (PPC).
How does your Branded search compare to the category?
How do your DPV's compare to the category?
Can you improve you S and S numbers?