Introduction
Are you harnessing the full potential of your Amazon ads? If you've ever wondered how frequently you should evaluate your ad performance, the answer is more crucial than you might think. In this guide, we'll delve into the significance of conducting regular Amazon advertising audits, helping you unlock opportunities to skyrocket your sales and profits.
Why Regular Amazon Advertising Audits Are Essential
Unveiling the Tune-Up for Your Ads
Just as you wouldn't drive your car for years without a check-up, neglecting regular ad audits can lead to missed opportunities. An Amazon advertising audit is a systemic review, akin to a tune-up for your advertising strategy. Discover what's working, what's not, and how to enhance your Return on Ad Spend (RoAS).
Key Benefits of Ongoing Audits
- Discover New Opportunities 🚀Analyze search term and product reports for untapped keyword or product opportunities. Optimize campaigns for increased control and improved advertising results.
- Evaluate Campaign Results Against Goals 📊Align campaigns with clear objectives by comparing key performance indicators (KPIs) against benchmarks. Make informed decisions to enhance advertising effectiveness based on set goals.
- Optimize Budget Allocation 💰Analyze budget distribution across campaigns, ad groups, and keywords. Reallocate resources to high-performing strategies for maximum impact.
- Identify High-Performing Products 🏆Allocate budget based on product performance. Shift budget to high-performing products and experiment with strategies for low-performing ones.
- Perform Seasonal Adjustments 🌐Identify and capitalize on seasonal trends for tailored advertising strategies. Align campaigns with changing sales velocity throughout the year.
Before You Begin: Setting the Stage for Audits
Understand Campaign Dynamics
- Assess if your campaign ACoS meets expectations.
- Evaluate sales growth over time to determine focus areas for improvement.
Don’t Aim to Optimize Every KPI at a Time
- Prioritize optimization options based on goals.
- Avoid optimizing all KPIs simultaneously to identify effective changes.
Metrics to Focus on Based on Your Goals
Product Visibility: Impressions, Click-Through Rate (CTR)
Product Sales: Return on Ad Spend (ROAS), Conversion Rate, ACoS (Advertising Cost of Sales, Orders
Brand Awareness: Impressions, Clicks
New Product Launch: Impressions, Product Detail Page Views
Amazon Advertising Audit Checklist: Unveiling the Success Formula
Assessing Campaign Performance
- Is ACoS Above Target? Pause bids on keywords or products with high ACoS. Monitor trends and give campaigns time to optimize if performance is on track.
- Is Your Campaign Structure Easy to Navigate? Organize campaigns for easy optimization and management. Apply consistent naming conventions and segregate products effectively.
- Are You Targeting the Right Keywords? Periodically audit automatic campaigns for expected keyword targeting. Optimize listings for better-relevant keywords.
- How Competitive are Brand and Product Ad Spaces? Analyze competitors' bids on brand keywords. Defend your brand by bidding on keywords based on competitiveness.
- Are High-Converting Keywords Increasing Year on Year? Allocate budget based on the growth of high-performing keywords. Capitalize on new trends and improve organic ranking.
- Is Ad Budget Wasted on Irrelevant Keywords? Identify and add non-converting keywords as negative keywords. Optimize budget for high-performing keywords.
- Is Advertising Running on Duplicate Keywords? Analyze performance and prioritize the highest converting targeting option. Pause bids on duplicate keywords to streamline performance.
- Are You Under-Spending on Your Campaign or Ad Groups? Review spending against daily budget. Adjust bids and budgets for optimal performance.
- Are You Optimizing Your Bids for Better Ad Placement? Adjust bids based on ad space (Top of the search, Rest of the search, Product page).Capture maximum visibility and conversion based on your product's organic ranking.
- Are All Products or Search Terms Delivering Results?
- Experiment with under-performing search terms in separate ad groups.
- Pause or optimize based on performance.
- Which Products Perform Best? Identify and address under-performing products. Optimize listings, evaluate pricing, and manage budgets effectively.
- Are You Targeting Competitors’ Branded Keywords? Consider targeting competitors' brand keywords for increased visibility. Attract customers searching for competitor products.
- Are You Using Bid Modifiers Correctly? Choose bid modifiers based on advertising goals. Optimize bids for reduced ACoS or increased visibility, depending on the stage of your product.
Final Thoughts: Testing and Iterating for Success
Asking the right questions during your Amazon advertising audit can unveil optimization opportunities. While most optimizations yield positive results, testing is key during unclear times. Pick each opportunity methodically, test, and iterate for continuous improvement. Ready to elevate your advertising game? Schedule a call and kickstart your advertising optimization journey now!
