The Comprehensive Amazon PPC Audit Framework for 2025 Success

Advanced Amazon PPC Audit Framework

A successful Amazon PPC audit in 2025 begins with a clear framework defining when to audit, what to audit, and how success is measured. An advanced Amazon PPC audit starts by describing the audit cadence, scope, and key performance indicators (KPIs). This structured approach ensures that no critical aspect is overlooked during your Amazon PPC diagnostic review. An initial Amazon PPC diagnostic review reveals bid conflicts between campaigns. This helps resolve overlaps by utilizing negative keywords and reallocating the budget.

Frequency

An Amazon ACoS audit benchmarks each campaign’s efficiency against break-even margins, exposing overpriced clicks before they drain profit. It’s recommended to perform a comprehensive audit at least quarterly – for example, at the end of each quarter when planning next quarter’s goals(1). Therefore, schedule a full Amazon Ad audit at the end of every quarter. In between, conduct lighter monthly check-ups, focusing on key tasks such as search term analysis, bid updates, and placement optimizations(1). These monthly Amazon PPC health checks should focus on critical tasks, such as analyzing search terms and making bid adjustments. This cadence strikes a balance between deep dives and regular maintenance, ensuring issues are identified promptly.

 

Scope

Ensure the audit covers all levels of your advertising structure – from the overall account and portfolios down to campaigns, ad groups, and individual keywords and targets. Each level offers insights: account level for budget use and TACoS (Total Advertising Cost of Sales), campaign level for structure and goal alignment, ad group for relevancy, and keyword/ASIN for performance details. Map the audit scope to your seller journey phase:

Launch (Introduction)

Focus on foundational campaign setup, broad keyword coverage, and initial performance of new products. Amazon PPC audit for new launches prioritizes impression volume over immediate efficiency. In other words, it prioritizes impressions and CTR over ACoS. Metrics like CTR and conversion may be low initially. Verify that new campaigns (especially auto and broad) are running to gather data and that budgets are sufficient to generate impressions during this critical launch period. A tailored Amazon PPC audit for FBA sellers cross-checks inventory latency and Buy-Box status before scaling bids(2).

 

Growth

As products gain traction, Amazon PPC audits should emphasize scaling successful elements and eliminating waste. Ensure campaigns are granular and aligned to brand strategy. Check that the campaign structure evolves (segmenting by proven keywords, adding Sponsored Brands and Sponsored Display to widen reach). If you run an upper-funnel display, fold an Amazon DSP audit into the same quarterly cycle. Ensure review volume and ratings are improving, as they significantly impact PPC performance during the growth stage(2). Metrics like ACoS may still be above target in favor of aggressive market share growth – monitor TACoS to ensure organic sales are also rising (indicating a halo effect from ads).

 

Maturity

For established, mature products or brands, Amazon PPC audits focus on profitability. For established products and mature listings, they shift their focus from visibility to achieving sustained profitability. Amazon PPC audit for brand registry prioritizes defensive campaigns against competitor hijacking. Ensure branded keywords maintain 100% impression share. Also, ensure campaigns are granular and aligned to brand strategy (e.g., separately branded vs. generic campaigns) and that budget allocation prioritizes high-ROI areas(1).

Success metrics here include a lower ACoS (around or below the ~30% industry average(3) or your break-even ACoS) and a stable or improving ROAS. A regular Amazon ACoS audit compares your performance against break-even thresholds and category benchmarks. Continually evaluate ACoS in the context of the product lifecycle and goals. In that context, an Amazon PPC profitability audit prioritizes metrics such as ACOS (around or below 30%) and ROAS stability. Also, monitor impression share on core keywords – a mature brand should dominate its niche’s ad placements.

 

Seasonal Peaks

In peak seasons (e.g., Q4 holidays, Prime Day), audits should be timed before and after the event. Here comes Amazon’s holiday PPC audit, which increases budgets by 20-30% before the event to prepare for traffic surges. Post-event, analyze impression share during peak shopping hours. Pre-peak: Ensure budgets and bids are increased to capitalize on higher traffic (4), seasonal keywords are added, and contingency plans exist for stockouts.

 

Post-peak

Analyze performance to identify which tactics drove the most sales and review if any listing or inventory issues constrained ads. Notably, Amazon advises a post-season review to inform next year’s strategy(4). During seasonal Amazon PPC audits, success metrics include maintaining impression share despite increased competitor activity and achieving a favorable spend-to-sales ratio (TACoS) when sales volume spikes.

 

Success Metrics

Define clear KPIs to evaluate your Amazon PPC health:

ACoS (Advertising Cost of Sales)

Ad spend divided by ad-attributed sales. This measures the efficiency of your PPC ad spend. The average ACoS on Amazon hovers around 30% (3) (our data shows ~28.9% in 2024 (5)), but targets should be tailored to your specific margins and goals. When profitability is the sole key performance indicator (KPI), a focused Amazon PPC ROI audit becomes indispensable. For instance, a launch campaign might tolerate a 70 %+ ACoS to drive ranking, whereas a mature product might aim for a <25% ACoS to maximize profit. Always compare your actual cost of sales (ACoS) to your break-even ACoS (margin).

 

TACoS (Total ACoS)

Ad spend as a percentage of total sales (ad + organic). This metric reveals the impact of advertisements on overall business sales. A lower TACoS over time (with steady sales) indicates organic growth and less dependence on ads(6). For example, if ACoS is 30% but TACoS is only 10%, it means organic sales are strong relative to ad spend(6). Use TACoS to monitor positive and negative cycles: a rising TACoS may indicate over-reliance on ads or declining organic rankings, whereas a decreasing TACoS suggests that ads are effectively boosting organic performance (6).

 

ROAS (Return on Ad Spend)

The inverse of ACoS is ROAS, which is defined as Ad Sales / Ad Spend. Many brands track ROAS, especially for cross-channel comparisons. Ensure to evaluate ROAS by campaign type (e.g., Sponsored Products vs. Sponsored Brands) since Sponsored Brands often have different benchmarks. Note that ROAS can vary by price point. Where profit is paramount, schedule an Amazon PPC ROI audit with PEAK ROAS to validate returns before scaling spend. One study noted that ROAS declines by more than 40% year-over-year (YoY) for pricier items due to price-sensitive shoppers (7), indicating the need to adjust expectations by product category and price.

 

CVR (Conversion Rate)

Conversion rate = orders/clicks. The average Amazon conversion rate is ~10% (3), although it varies widely, including by device type (mobile vs. desktop) and price – expensive products tend to have a lower conversion rate (3). Use CVR in audits to identify listing issues: a significantly below-average CVR (e.g., 3% when the category average is 8%) suggests a detail page problem (poor reviews, weak content) or irrelevant traffic. CVR also helps in PPC ad bid optimizations – keywords with strong CVR can justify higher bids.

 

CTR (Click-Through Rate)

CTR = clicks/impressions, an indicator of ad relevancy and appeal. The average CTR is around 0.3–0.5%(3)(5). A low CTR (<0.2%) may indicate that your ad is not compelling (check the main image and title) or is being displayed on irrelevant searches. For Sponsored Brands, the click-through rate (CTR) tends to be lower than that of Sponsored Products. However, it focuses on relative changes over time. Here comes the importance of Amazon PPC ad audits. A holistic Amazon Ad audit covers Sponsored Products, Brands, and Displays to identify creative gaps. Refresh underperforming ad creatives on a quarterly basis to combat ad fatigue. A rising CTR during an audit period may indicate improved targeting or a more effective creative.

 

CPC (Cost Per Click)

Monitor average CPC trends. Amazon’s auction is competitive – in 2024, the average CPC was approximately $0.98, about $0.10 higher than the previous year(5). We saw CPCs spike to ~$1.14 in mid-2024 (Prime Day period) and then stabilize around $1.00 by early 2025(5). Utilize CPC in an Amazon PPC cost-per-click audit to assess competition in your niche and the effectiveness of your bids. A rising CPC might prompt the exploration of long-tail keywords or refining targeting to maintain profitability.

 

Impression Share & Share of Voice

These competitive metrics are expected to be increasingly used in 2025. Impression share can be approximated through brand analytics or tracked using third-party tools; it represents the percentage of total eligible impressions your ads capture for a given keyword or category. A Share of Voice (SOV) audit looks at what percentage of top placements your brand occupies(1). For example, if your SOV on the first page for “wireless earbuds” is 20%, that indicates visibility. In Amazon ad audits, compare your search engine visibility (SOV) on strategic keywords with those of your competitors. Low SOV on a high-value keyword that drives sales is a red flag (opportunity for bid or budget increase)(1).

 

Mapping Metrics to Seller Journey

In the launch phase, focus on metrics that indicate learning and visibility (such as impressions and click-through rate, or CTR) more than profitability. Next, in growth, watch metrics that show scaling efficiency (CPC trends, ACoS stabilizing, increasing organic % of sales). In maturity, emphasize efficiency and dominance (ACoS, TACoS, SOV against competitors). During seasonal peaks, focus on absolute performance (total sales and impression share during peak days) and then normalize metrics post-peak to ensure that profitability is not excessively sacrificed. By aligning Amazon ad audit frequency, scope, and KPIs with the brand’s life stage, you create a framework that is both structured and adaptable to each situation.

 

Audit Methodology: Step-by-Step Process

An Amazon PPC audit should begin every engagement with a holistic Amazon PPC account audit to map your structural baseline. Follow a systematic methodology that covers everything from data gathering to granular optimizations. Below is a full methodology:

1. Data Preparation & Sources

Begin every engagement with a holistic Amazon PPC account audit to map the current landscape. Start by collecting all relevant data reports. At a minimum, download Sponsored Ads performance reports (campaign, ad group, keyword, search term reports) for the period being audited. Pull reports for Sponsored Products, Sponsored Brands, and Sponsored Displays to get a complete picture. A granular Amazon PPC campaign audit evaluates goal alignment and structure efficiency. Flag campaigns mix branded and generic keywords for segmentation.

If you use Amazon DSP, gather DSP performance reports and integrate the results into an Amazon DSP audit to effectively complete the quarterly review (e.g., audience and geographic reports). Amazon DSP audits measure incrementality and halo effects on organic rankings. Supplement these with Amazon Brand Analytics data, particularly the Search Query Performance report, to compare the performance of organic and paid keywords. Don’t brands enrolled in the Brand Registry gain extra insights? An Amazon PPC audit for the brand registry should fully exploit them.

Forget Business Reports from Seller Central (session counts, unit session percentages) and inventory reports. These help correlate ad performance with session metrics and stock levels. An Amazon PPC audit for FBA sellers must include inventory health checks to prevent wasted spend due to out-of-stock situations. If impressions drop, verify whether it’s due to lost Buy Box or stockouts. For instance, if a product’s ad impressions dropped, was it due to being out of stock or losing the Buy Box? Having inventory data on hand answers such questions. A thorough data prep also involves consolidating metrics: consider centralizing those raw files in an Amazon PPC audit Excel template to maintain a transparent audit trail. This integrated view will be helpful in later steps, like attribution analysis.

 

2. Spend Analysis

Kick off every quarter with an Amazon PPC budget audit to be sure profitable campaigns never go dark for lack of funds, and dive into the spending patterns to identify inefficiencies:

Wasted Spend

During an Amazon PPC waste spend audit, identify search terms that incur high spending without orders and add them as negatives (or those with an unacceptably high ACoS). For example, filter the Search Term report for spending greater than $X and orders equal to zero. An Amazon PPC waste spend audit identifies and isolates irrelevant queries from auto campaigns. Add these as phrase-match negatives immediately. These are immediate candidates for negative keywords or bid reduction(1). Adbrew’s audit guide suggests compiling a list of such terms that drain the budget (1). Check across auto and broad campaigns for irrelevant queries that slip in.

 

Budget Caps

Review of campaigns that hit their daily budgets regularly. Amazon PPC budget audit reallocates underspent funds to high-ROAS placements. Increase budgets for campaigns constrained before noon daily. If a campaign is budget-limited by noon each day, it’s losing potential sales. Either increase the budget (if profitable) or, if the ACoS is high, investigate why it’s spending so quickly. Ensure high-performing campaigns (especially during peaks) have sufficient budget headroom. Conversely, if budget utilization is consistently low in a campaign, consider consolidating it with others or reducing the wasted allocation.

 

Spend by Campaign Type

Analyze spend distribution across Sponsored Products (SP), Sponsored Brands (SB), and Sponsored Displays (SD). Ensure you are leveraging all relevant types of data. SP typically drives the bulk (~70 %+) of spend for most sellers(5), but SB Video and SD retargeting can be powerful – an audit might find under-investment in one type. If SB or SD has very low spending or wasn’t used, note this as an expansion opportunity (if applicable to the brand’s goals).

 

TACoS Trend

Calculate TACoS over time (monthly TACoS for the last 6-12 months). A rising TACoS indicates that ad spending is growing faster than total sales, a sign of a diminishing organic share or a phase of heavy investment. Determine if recent spending increases resulted in a proportional increase in total sales. Auditing TACoS helps ensure that increased ad spending is driving incremental sales, not just shifting sales from organic to paid(6).

 

3. Performance Segmentation

Break down performance by key segments to spot trends:

Match Type Performance

Review the efficiency of broad, phrase, and exact matches. Often, exact-match campaigns yield higher conversion rates, but broad or phrase campaigns uncover new keywords that can be leveraged for improved performance. In the Amazon PPC audit, evaluate ACoS and ROAS by match type(1). If the broad match ACoS is double that of the exact match, consider tightening the broad bids or funneling more budget to the exact match. Ensure you are using all match types appropriately – e.g., a common finding is over-reliance on broad matches without enough exact campaigns for proven terms. Each match type serves a purpose: broad for discovery and exact for efficiency(1). Confirm that important keywords eventually graduate to exact campaigns.

 

Placement & Device

Analyze performance by placement (top of search vs. rest of search vs. product pages) for each campaign(1). Amazon provides placement reports, or you can use the placement metrics in Campaign Manager. An Amazon audit may reveal, for example, that “Campaign A” has a 20% lower ACoS at the Top of the Search than the rest of the search. If so, add a placement bid multiplier to push more bids to the top of the search(1). Conversely, if a placement is underperforming (high ACoS despite a large multiplier), reduce that multiplier. Also, review device splits if possible (some reports show desktop vs mobile metrics). Mobile typically has a lower CTR but can have a good CVR; ensure your creatives (especially SB Video) are mobile-friendly.

 

Dayparting & Time

If you have access to hourly performance data (via Amazon Marketing Stream or third-party tools), examine whether certain times of day or days of the week yield better results. For instance, an Amazon PPC audit might reveal that conversion rates drop sharply late at night, suggesting that lowering bids or utilizing dayparting schedules could help reduce spending. Dayparting is an advanced ad optimization technique, but in 2025, many tools and Amazon’s rules will enable scheduling. At a minimum, note any obvious off-hour waste (e.g., spending with no sales between midnight and 4 a.m.).

 

Marketplace & Geography

For brands selling on multiple marketplaces (e.g., the US and EU), compare performance across regions. The US market often has the highest cost per click (CPC) and the most intense competition, whereas some European Union (EU) markets may have lower CPCs. ACoS targets might differ by country accordingly. Similarly, if using Amazon’s geo-targeting (e.g., Amazon.com or Amazon.ae), ensure campaigns are segmented or optimized by region. Any marketplace that is not performing well (i.e., has a very high ACoS relative to others) should receive special focus (perhaps listing optimization or localized keywords need improvement).

 

4. Campaign Structure & Organization

Evaluate how well the campaign architecture is set up. Amazon PPC account audit verifies portfolio usage, naming conventions, and budget allocation. Granular campaigns ensure more relevant ads and easier optimization:

Naming Conventions

Verify that campaign names follow a clear format that conveys their purpose (e.g., “US-SP-Brand-Exact-Widgets” for a US-sponsored, branded, exact campaign). A good naming convention makes management more effortless. If names are inconsistent or non-descriptive (“Campaign 1, Campaign 2…”), recommend renaming for clarity(1). This is especially crucial for larger accounts or agencies managing many campaigns. For larger accounts, bulk operations are particularly beneficial when restructuring campaigns are necessary. Amazon PPC bulk sheet audit identifies mismatched products in ad groups through CSV exports. Consolidate unrelated ASINs into thematic campaigns for better relevance.

 

PPC Ad Campaign Granularity

Are campaigns organized by strategy and product line? Amazon PPC account hygiene audit flags inconsistent naming conventions and overcrowded ad groups. Rename campaigns using formats like “US-SP-Brand-Exact-Widgets” for clarity. The best practice is to separate different product categories or goals into distinct campaigns(1). For example, campaigns grouped by similar products ensure more relevant ads and easier optimization. Audit whether any campaigns contain too many disparate products – mixing very different items can hurt performance because keywords and ad copy cannot be as targeted. Adbrew suggests distinct campaigns per product category or type(1), which we consider a universal best practice.

 

PPC Ad Group and Keyword Counts

Examine if ad groups are overstuffed. The Amazon Sponsored Products audit enforces a maximum of 10-20 keywords per ad group, with split groups allowed for 50+ keywords by theme or match type. An ad group with 50+ keywords or dozens of ASINs can indicate a “catch-all” approach that may not be optimal. Ensure “one product per ad group” in Sponsored Products for precision control (or at least closely related variants). Likewise, limit the number of active keywords per ad group to a manageable count (typically around 10-20) so that the budget isn’t too thinly spread. If you find an ad group with 100 keywords, recommend splitting it (e.g., by match type or by theme). Adbrew specifically flags having the “right number” of products and keywords in each ad group as a checklist item(1).

 

Match Type Segregation

Check if campaigns are segmented by match type. Many advanced sellers use a structure where exact match terms are isolated in their campaigns, while broad and phrase terms live in separate “discovery” campaigns. This prevents exact campaigns from being cannibalized by broad-match spend. If an audit reveals that all match types are combined, consider recommending segmentation (e.g., one campaign for an exact match of a keyword set, another for a broad or phrase match) (1). That gives better bidding control.

 

Portfolio Usage

If the Amazon ad account has numerous campaigns, consider using Portfolios (Amazon’s method for grouping campaigns, such as by brand or product line). Portfolios can aid reporting and budget management. An Amazon ad audit might note if portfolios aren’t used at all – a potential improvement for the organization.

 

Amazon PPC Ad Campaign Type Utilization

Ensure the brand utilizes all appropriate campaign types that Amazon offers in 2025, including Sponsored Products (with keyword and product targeting), Sponsored Brands (banner ads and video ads), and Sponsored Display (product targeting, audiences, and remarketing). Auditing campaign types might reveal missed opportunities. For example, if a brand has no Sponsored Brands Video campaigns and competitors do, that’s an action item to launch SB video (they have high engagement). Conversely, if a campaign type has been tried and underperforms, document this and consider reallocating the budget. The aim is a balanced mix: Sponsored Products for always-on sales, Sponsored Brands for brand building and cross-selling, and Sponsored Displays for retargeting and defensive ads(1).

 

5. Keyword & ASIN Coverage

Assess the effectiveness of keyword targeting and product targeting:

Organic Rank Mapping

Cross-reference the brand’s top organic keywords with its advertising coverage—Amazon PPC keyword audit flags cannibalization (bidding on terms with #1 organic rank). Reduce ad bids on these terms unless you are defending against competitors. If Brand Analytics (or tools) reveal specific high-volume search terms where the product ranks well organically, are you also advertising there to dominate the search results? Conversely, identify if you’re spending ad budget on keywords where you already rank #1 organically – this can sometimes indicate cannibalization.

A nuanced audit approach is to calculate the “organic rank vs ad spend” for keywords. If a product is organically #1 for a term, you may consider dialing back ad bids on that term (unless it’s critical to block competitors). However, note that running ads, even on top organic terms, can help defend that placement and has a brand halo effect (ads driving more reviews and sales can support organic rankings(6)). The key is to ensure coverage without unnecessarily paying for sales you’d get organically.

 

Keyword Harvesting & Gaps

Use the Search Term report to identify any converting search terms that are not yet added as permanent keywords in manual campaigns(1). For example, if an auto campaign yielded sales on a “wireless earbud case,” but you have no manual exact or phrase keyword for that, it’s a missed opportunity. A good audit will produce a list of new keywords to add to exact campaigns (often called “harvested keywords”). Adbrew explicitly suggests harvesting high-performing search terms from discovery campaigns and moving them to exact-match campaigns(1). Check broad/phrase campaigns for terms to graduate as well. Additionally, consider ‘negative’ keyword harvesting: if an exact campaign is now targeting a term, you may want to add that term as a negative in the broad ad campaign to prevent overlap.

 

ASIN Targeting & Category Coverage

Examine the performance of product targeting ads (ads targeting competitor ASINs or categories). Identify key competitor ASINs where your Sponsored Display or Sponsored Products (product targeting) could appear. An audit may reveal that a competitor is aggressively targeting your listings with their ads (you’ll see their ads on your detail page). The response could be to run defensive product targeting on your ASINs or to counter-target their products. Ensure high-priority categories are targeted through category-targeting campaigns (with refinements as needed). If product targeting campaigns exist, evaluate their ROAS – often, product targeting has a different profile (sometimes lower conversion if targeting competitor listings, but it’s good for visibility). Mark any poorly performing targets for negation or bid down.

 

Search Term Relevance & Expansion

Verify that the current keywords align with the actual language customers use in their searches. Sometimes, Amazon PPC audits reveal that keywords are too broad or not aligned with how customers search. Use Brand Analytics Search Query data to identify new relevant queries gaining popularity and consider adding them. Amazon PPC search term audit harvests converting terms from auto campaigns for an exact match. Add negatives to broad campaigns to prevent duplication. Also, consider long-tail expansion: if most keywords are short (1-2 words), you may be missing long-tail phrases that have lower CPCs and decent conversion rates. Ensure a process is in place for continuous keyword expansion and pruning as part of the audit recommendations.

 

6. Bidding Strategy & Optimization

Review how bids are set and adjusted. An Amazon PPC bids audit identifies stagnant keywords that have remained unchanged for months. Implement weekly ad bid adjustments using ROAS targets:

Bid Strategy Settings

Amazon Sponsored Products offers three bid strategies – Dynamic Down-Only, Dynamic Up & Down, and Fixed. Audit each campaign’s settings and evaluate if it’s appropriate(1). For example, Dynamic Up/Down can increase bids by up to +100% for likely conversions, which can be risky for high bids. Many advertisers prefer Down-Only for control. If you find campaigns using Up & Down with high ACoS, consider suggesting Down-Only (Adbrew notes that down-only often delivers better performance in practice(1)). Fixed bids might be helpful for experimental campaigns. Document any bid strategy changes to test (e.g., switch branded campaigns to Fixed to maintain top placement, switch auto campaigns to Down-Only to prevent over-bidding).

 

Rule-based or Algorithmic Ad Bidding

Determine if the ad account utilizes any bidding automation, such as Amazon’s dynamic bidding adjustments (e.g., placement multipliers) or third-party rule automation. If using rules (like “reduce bid by 20% if ACOS > 50%”), review their effectiveness. The ad audit should capture whether bids have stagnated. For instance, check the last bid change date in Amazon’s history or via the tool – if some keywords haven’t been adjusted for months despite poor performance, it’s a flag(1). Recommend establishing a regular bid optimization routine (at least weekly)(1). In 2025, many tools will offer AI bidding; if the brand uses one, incorporate its recommendations review into the Amazon PPC audit. (Sometimes, these tools require oversight to ensure they align with goals.)

 

Placement Bid Adjustments

If not already analyzed in segmentation, specifically audit any Placement Multipliers in use. Amazon PPC optimization audit tests dayparting strategies using hourly conversion data—lower bids are used during periods with low conversion rates (e.g., midnight). Amazon allows setting bids from +0% to +900% for Top of Search or Product Page placements. Identify campaigns with multipliers and see if they delivered the expected results. For example, if a campaign has +50% Top of Search and its Top of Search ACOS is indeed lower than the rest of the search, that’s good (could even consider increasing the multiplier). If the opposite is true (a high multiplier but poor performance at the top), adjust or remove it(1). Additionally, if the audit reveals no use of placement modifiers at all, yet one placement outperforms, implementing a modifier is a quick win (1).

 

Keyword/Target Bid Adjustments

Identify specific keywords or targets that need bid changes. Typically, high ACOS keywords have their bids reduced, and low ACOS (or high ROI) keywords that are missing impressions could benefit from bid increases. One approach: list the top 10 highest ACOS keywords (with significant spending) and recommend a new bid (using a formula or rule of thumb). For instance, using the Bid = CPC * (target ACOS / actual ACOS) formula or Ad Badger’s suggested formula (Avg Order Value * Conversion Rate * Target ACOS = target CPC)(5) can guide these adjustments. Conversely, list underutilized keywords (those with low impression share or low top-of-page rate) that are important – consider raising bids or improving their relevance. Ensure bids are aligned with placement as well (some may only need a raise on top-of-search via a multiplier rather than across the board).

 

7. Negative Keywords & Ad Campaign Conflict

Examine the use of negatives and any overlaps:

Negative Keyword Audit

Check each manual campaign’s negative keyword list. Are irrelevant queries from auto campaigns being negated properly? Identify any missing negatives – e.g., recurring unprofitable search terms that have not been added as negatives yet(1). Also, ensure that negatives are placed at the correct levels (ad group vs. campaign) to prevent unintentional blocking of undesired traffic. An audit might find, for example, that a broad campaign continues to spend on “free widget” queries – adding “free” as a negative phrase could stop this waste. Another angle is search term isolation: If you use a strategy where exact campaigns receive traffic exclusively, ensure that those same terms are negative in your broad or auto campaigns to prevent duplication.

 

ASIN Negatives

In Sponsored Brands and auto campaigns, Amazon allows negative targeting of ASINs. Use this to exclude placements on specific product pages (e.g., your products or a very irrelevant category product that the auto campaign keeps hitting). If your data indicates that certain ASINs are frequently clicked without resulting in sales, add them as negative product targets(5).

 

Conflict Resolution

Sometimes, multiple campaigns can end up targeting the same keyword (for instance, a broad campaign and an exact campaign both bidding on similar terms). This can cause your campaigns to compete or skew data. Audit for such overlaps and decide on a structure to minimize them (common practice: use negatives in the broad campaign to funnel the term to the exact campaign). Also, check if any negative terms are accidentally blocking desired traffic – e.g., a negative phrase like “knife” that could inadvertently block “knife set,” which might be relevant. Ensure that negatives are not too broad or misapplied, as this can lead to an audit finding on its own.

 

Harvesting Logic & Workflow

Evaluate if the team has a process for moving search terms between campaign types (auto -> manual, broad -> exact, etc.)(1). If not, establishing this workflow is a key recommendation. The audit can outline specific instances as examples (e.g., “Move search term X (10 orders) from auto campaign to new exact campaign and add as negative to auto”). This ensures continuous improvement beyond the Amazon PPC audit itself.

 

8. Creative & Content Compliance

Audit the creative aspects of ads and check for policy compliance:

Sponsored Brands Creatives

Review any custom headlines, images, or videos used in Sponsored brand campaigns. Are the ad creatives up-to-date and relevant? For example, a headline referencing “New 2024 Collection” should be updated if it becomes outdated. Check that the branding is consistent and compelling. If SB Video ads are running, watch a few – ensure the video communicates the product’s value within the first three seconds and is optimized for silent autoplay (use captions) (8). In 2025, creative excellence is key as many brands are leveraging A/B testing for Sponsored Brands (Amazon now allows testing headlines and images). Recommend in the audit to utilize creative testing features if not already.

 

Sponsored Display Creatives

If using an SD custom image or responsive e-commerce creatives, verify that they meet the guidelines and are of high quality. Ensure no important text is cut off in various placements. Also, if the brand is enrolled in Amazon’s video in Sponsored Display (a newer feature in some locales), confirm those videos adhere to best practices (short, looping, clear message).

 

Product Listings (Indirectly)

While the audit is PPC-focused, the health of product detail pages has a direct impact on ad performance. Note any glaring issues on top ASINs, such as poor images, lack of A+ Content, or low review ratings (<4 stars) – these will negatively impact conversion and, thus, ad efficiency. If the conversion rate is low, call out listing optimization as a parallel action. For example, Adbrew mentions optimizing product listings as part of a PPC audit to maximize returns on ad traffic (1). It’s wise to include a checklist item to “ensure landing pages (listings) are retail-ready – high-res images, clear titles, competitive price, and social proof.”

 

Amazon Ad Policy Compliance

Verify that none of the ads violate Amazon’s advertising policies. An Amazon PPC compliance audit identifies prohibited claims, such as “best in the market,” in the ad copy. Remove non-compliant content within 24 hours to avoid suspensions. This includes checking ad copy for prohibited content (such as promotional language like “#1 best” or “free” or claims that violate regulations) and ensuring that custom images don’t contain badges or logos that aren’t allowed. For instance, Amazon prohibits misleading claims, offensive content, and unauthorized use of trademarks in ads(9). If a Sponsored Brands headline uses a competitor’s brand name or a forbidden word, flag it – Amazon could disapprove the ad or even suspend ads for policy violations.

Additionally, ensure compliance with category-specific rules, such as supplements not making medical claims and alcohol ads adhering to strict targeting guidelines. An audit should include a scan for any recent policy updates – e.g., in late 2024, Amazon introduced Publisher Moderation for DSP, which automatically blocks creatives that do not meet policy on specific inventory(10). While that’s DSP-specific, it shows Amazon’s tightening enforcement. Summarize any issues related to restricted categories relevant to the brand. If the brand operates in a regulated category (such as adult products or healthcare), verify that all required disclosures or certifications for advertisements are in place.

 

9. Attribution & Measurement Validation

Validate that the data you base decisions on is accurate and that proper attribution windows are considered:

Attribution Windows

Amazon’s default attribution for Sponsored Products/Brands is 7 days (meaning sales within 7 days of a click count as attributed). Verify if the brand uses a different model or if any assumptions require adjustment. For example, Sponsored Brands Video sometimes sees longer consideration, and Amazon offers 14-day or 30-day new-to-brand metrics. If evaluating New-to-Brand (NTB) metrics for Sponsored Brands or Displays, ensure you interpret them correctly (NTB% % indicates how many ad sales came from first-time customers to the brand). If a campaign’s goal is customer acquisition, a high NTB% is a positive sign. An Amazon PPC ROI audit calculates blended TACoS to quantify the actual business impact of advertising. Focus on whether ads drive incremental sales or cannibalize organic sales. Include NTB in audits for brands seeking to expand their customer base.

 

Amazon Attribution & Off-Amazon Traffic

If the brand uses Amazon Attribution links for external traffic (such as Google or Facebook ads driving traffic to Amazon), incorporate that data to see the complete picture of ad spend. External traffic may increase total sales but not be reflected in Sponsored Ads metrics, which can affect TACoS. Ensure these efforts are accounted for when analyzing total sales lift and ad efficiency.

 

Amazon Marketing Cloud (AMC) Analysis

For sophisticated brands with access to AMC, Amazon PPC audits can leverage AMC queries to get deep insights (e.g., cross-campaign attribution or path-to-conversion analysis). If available, use AMC to measure the incrementality of ads – for instance, did running Sponsored Display ads lead to more total conversions than not running them? If the brand has done AMC studies, include their findings (e.g., “DSP retargeting showed a 20% overlap with Sponsored Products audiences, indicating incremental reach” – hypothetical example). Even if not using AMC, mention that leading brands in 2025 will utilize AMC to validate how upper-funnel ads contribute to lower-funnel sales(8) and recommend it for advanced measurement.

 

Reporting Accuracy

Spot-check a few metrics from the Amazon UI versus your reports to ensure there are no data discrepancies (occasionally, Amazon’s PPC audit report data may differ due to timing or attribution delays). Also, ensure that conversion attribution is adequately accounted for – e.g., if a product has many subscribe-and-save orders or multi-unit orders, make sure those are reflected in sales counts. Validate that ad revenue is not double-counted across campaigns (it shouldn’t be; Amazon deduplicates by click). If using any third-party analytics or Business Intelligence (BI) tools (such as Power BI or Looker Studio dashboards), verify that those dashboards align with Amazon’s latest data. After Amazon’s API updates in 2023-2024, ensure the integration is pulling new metrics, such as impression share, if applicable.

Throughout the methodology, maintain an Amazon PPC audit trail – document each finding and the data source (e.g., “Keyword X: $50 spent, zero sales – from Search Term report, recommend add as negative”). Post-implementation Amazon PPC performance audit measures ROAS lift from restructuring—target 15% efficiency gains within 90 days. Utilize our Amazon PPC audit template from PEAK ROAS to standardize evaluations of campaign structures. This ensures consistent assessment across quarterly reviews, making the audit actionable. The steps above ensure that you prepare comprehensive recommendations, including cutting wasted spend, reallocating the budget to high-yield areas, tightening the structure, and leveraging new features. By methodically covering data, spending, segmentation, structure, targeting, bidding, negatives, creative, and attribution, you’ll achieve a ~90 %+ coverage of the account’s PPC health, leaving no stone unturned.

 

Amazon PPC Audit Tools & Technologies (2025 Capabilities)

Auditing and optimizing Amazon PPC at scale is made easier with a robust tech stack. In 2025, a variety of tools (both third-party and Amazon-native) will offer advanced capabilities for PPC management, analytics, and automation. A thorough research of leading tools yields the following insights and comparisons:

Helium 10 – Adtomic

A popular all-in-one suite for Amazon sellers, Helium 10 includes Adtomic, an AI-powered PPC management platform. Adtomic enables campaign creation, bid automation, and analytics within a single interface. Key capabilities include rule-based optimizations (pre-built bid rules and the ability to custom-set triggers), keyword harvesting suggestions, and the integration of organic metrics (which can display TACoS and organic rank alongside ad metrics)(11). Recent updates in 2024-2025 introduced AI-driven campaigns via “Product Goals,” where users set an ACoS target, and the system adjusts bids autonomously(12).

Helium 10 Adtomic also introduced Placement-level analytics and Share of Voice reporting in late 2024(12), giving advertisers visibility into where their ads appear and their market share. Other notable features include dayparting schedules, budget automation (which allows for pausing or activating campaigns on schedule), and multi-marketplace support (covering Amazon US, EU, and Walmart integration)(12). Users praise Adtomic’s comprehensive data but note a steep learning curve and occasional bugs as new features are rolled out. Pricing for Adtomic is fixed (around $249/month for the PPC suite) plus a surcharge for very high spending(13), making it budget-friendly for small to mid-sized sellers (especially versus percentage-of-spend models).

 

Perpetua (and Sellics)

Perpetua is an AI-driven advertising optimization platform that, as of 2022, acquired Sellics and integrated its features. In 2025, Perpetua/Sellics will serve brands and agencies with a powerful automation and intelligence tool. It offers conversion-based bidding algorithms that aim to achieve the target ACoS or ROAS by dynamically adjusting bids to optimize performance. One standout feature is its use of “Goals” – you can set a campaign goal (e.g., rank improvement, product launch, efficiency), and Perpetua’s AI adjusts structure and bids accordingly.

The platform covers Sponsored Products, Brands, Displays, and even Amazon DSP, providing cross-channel dashboards. Perpetua also provides benchmarking data for your category (Sellics had a database of 20k category benchmarks, which presumably informs Perpetua’s analytics). This is useful in audits to compare your CTR, CPC, and other metrics against category averages. The UI is generally praised for being easy to use, and it supports multi-marketplace management without extra cost for each marketplace. On the downside, some users report that while the AI automation is strong, it was initially limited mainly to Sponsored Products.

In the past, it didn’t fully automate SB or SD campaigns; however, this might have improved with updates. Pricing is on the higher side: plans often start around $250-$500 per month and scale up based on ad spend (Sellics historically started at $549 for Pro plans). Overall, Perpetua is favored by many agencies and larger brands for its advanced algorithms and integrated approach (including creative optimization and retail analytics).

 

Pacvue

A top choice for enterprise and agency PPC management, Pacvue offers a suite of AI-based tools for not only Amazon but also Walmart, Instacart, and other retail media platforms. Leading Amazon PPC audit software, such as Pacvue, automates the harvesting of search terms. Set rules to auto-pause keywords with an ACOS (Advertising Cost of Sale) greater than 50%. Pacvue’s 2025 capabilities include highly customizable rule-based bidding at all levels (keyword, ad group, campaign)(13), budget management (with pacing alerts and portfolio budgeting), and robust analytics dashboards.

Pacvue offers recommended actions powered by AI – for example, it might suggest increasing the budget on a campaign that is trending ahead of efficiency targets or adding negatives for poor search terms. A significant strength is its reporting: Pacvue’s dashboards allow slicing data by any dimension and even custom metrics. It also has a built-in Share of Voice tracker and competitor monitoring (letting you track competitor ads and keywords, giving intelligence on competitor density).

Pacvue Features

Pacvue introduced unique features, such as inventory-aware bidding and pausing keywords when a product is low in stock, to avoid wasted spend. This is critical for larger brands to align ads with inventory. Another feature is dayparting with AI suggestions, where Pacvue can analyze when conversions happen and automatically schedule bids. Pacvue is considered an “enterprise” tool – pricing is custom, often a percentage of spend or a flat fee for large budgets (it’s known to be one of the pricier options, hence typically used by big spenders).

It’s described as suitable for all seller levels(13), but in practice, a small seller might find it overkill. In an audit context, Pacvue can automate many checks (budget caps, high ACOS alerts) and can even produce benchmark reports – for instance, Pacvue’s Q2 2024 benchmark showed Amazon Sponsored Products CPC rising ~12% YoY in the EU(14). Such data can be leveraged to set realistic expectations.

 

Quartile

Quartile is an AI-driven PPC platform that distinguishes itself with its fully automated “black box” approach. It manages campaigns dynamically with minimal user input – you typically only need to provide targets, such as desired ACoS and budget. Quartile’s tech utilizes machine learning to create campaigns and automatically move keywords. It’s reported that Quartile manages a significant share of Amazon ad spend (around 2% of all Amazon US ad spend as of 2021)(15), indicating that many large advertisers use it. Quartile also extends to Amazon DSP and utilizes Amazon Marketing Cloud for insights, providing a full-funnel optimization capability(16).

The benefit of Quartile is hands-off automation at scale; however, audits of accounts using Quartile should focus on the outcomes it achieves. Users have noted that it sometimes doesn’t add negatives by default (15) and can overspend on certain products if a single ACoS target is applied account-wide (15). A best practice when using such tools is to set ACoS targets per product or category, not one blanket goal.

Quartile’s pricing is performance-based, with roughly 3-5% of ad spend (and tiered flat fee options starting around $1,495 per month for mid-level spend)(15). Small spenders may not see it as cost-effective (they noted sellers under ~$5k/month ad spend may not “see full benefits” of the AI(15)). For larger brands, Quartile can save a significant amount of management time; however, specialists should still conduct an Amazon PPC audit to ensure its automation aligns with the brand strategy (e.g., to verify that branded keywords are neither underfunded nor overfunded and to check if it respects seasonal shifts).

 

Ad Badger

Ad Badger is an Amazon PPC tool and agency recognized for its expertise in bid optimization and negative keyword automation. It’s particularly popular with sellers who prefer a more guided approach rather than a fully automated, black-box AI. Ad Badger’s software includes a proprietary bid algorithm that adjusts bids daily based on target ACoS and conversion data, as well as a Negative Keyword Automation feature that scans search term reports and automatically adds poor performers as negatives. Run an Automated Amazon PPC audit weekly to flag bid stagnation using change-log APIs. Integrate with inventory systems to automatically pause ASINs that are out of stock. This can quickly cut wasted spend. Ad Badger also emphasizes education – it comes with an Amazon PPC course and a wealth of content (podcasts, etc.), which can be particularly beneficial for in-house teams learning PPC.

The platform integrates seamlessly with existing campaigns, meaning you don’t have to rebuild campaigns to use it; it simply reads performance data and makes suggestions or bulk changes. In terms of analytics, Ad Badger offers simpler dashboards (not as extensive as, for example, Pacvue). It may lack some advanced features, such as share-of-voice tracking or multi-marketplace dashboards. Customers appreciate its user-friendly interface, although it may not handle extensive accounts with tens of thousands of keywords as smoothly.

Ad Badger Pricing

Pricing is typically a flat monthly fee (often need to contact for a quote, but they’ve historically been more affordable flat fees). For Amazon audit purposes, Ad Badger can automate a lot of the grunt work (like pausing high ACOS keywords or raising bids on good ones) – one could run an Ad Badger “audit” and cross-check with manual findings. Notably, Ad Badger publishes industry stats (like average CPC, CTR, and ACOS from their user base), which we have cited in this report (e.g., average CPC ~$0.98 in 2025(5), average CTR ~0.47%(5), avg ACOS ~29%(5)). This highlights their dual role as both a tool and a knowledge source.

 

Intentwise

Intentwise offers an Ad Optimizer platform and a strong focus on data and analytics. It’s purpose-built for agencies and brands that require fine control with the flexibility of custom strategies(8). Key features include an advanced recommendation engine for bids and keywords, but unlike some AI tools, it allows much customization (you can override or set your own rules). Intentwise is notable for its Intentwise Analytics Cloud, a data infrastructure that consolidates Amazon advertising data with other sources, often feeding into business intelligence (BI) tools. For example, an agency could use Intentwise to pipe data into Snowflake or Tableau for bespoke Analysis. In 2024, they highlighted support for Amazon Marketing Cloud queries at scale(8), meaning they help users leverage AMC for deeper insights. For day-to-day use, Intentwise offers optimization features similar to those of other tools, including bid automation and search term harvesting.

Still, one of its key selling points is retail-aware optimization. This means it can consider factors like inventory (similar to Pacvue’s approach) and even pricing changes in making ad decisions. If your price increases, the tool could lower bids if conversion rates drop. Intentwise also supports multi-retailer advertising (Amazon, Walmart, Instacart), which is particularly helpful for agencies managing campaigns across multiple platforms. Its user interface is not as flashy; it’s more of a power-user tool.

Pricing starts at around $500 per month for the optimizer, indicating it’s aimed at serious advertisers. An advantage of Intentwise’s audits is their data depth – one can generate very granular reports and even run “what-if” analyses. Additionally, as of 2025, Intentwise has been discussing retail media trends, such as audience retargeting and AI-assisted bidding, which rose in 2024(8), suggesting that their tool is evolving in line with these trends (e.g., supporting Amazon’s audience types and retail-aware campaigns).

 

DataHawk

DataHawk is primarily an eCommerce analytics platform with modules for SEO, product tracking, and advertising analytics. It may not automate your bids, but it provides rich dashboards and insights across organic and paid performance. DataHawk is valuable for organic rank tracking (SEO) and financial Analysis (it can integrate sales data, advertising data, etc.). For Amazon PPC, DataHawk offers an optimization module that helps identify which keywords are performing and how ads impact organic rankings. Many knew it for its good visualizations, such as correlating ad spending with organic keyword movement. Many use DataHawk to measure their share of voice and benchmark against competitors, as it can also track competitors’ product rankings and pricing.

In an audit context, specialists can use DataHawk to produce a holistic performance report, showing how increasing ad spend on a product improves its keyword rank from, say, #20 to #5 over time or how your brand’s overall share of the top 3 positions in search has changed. It’s more of an analysis tool than an execution tool. The platform fee is based on data usage (sales volume, number of keywords/products tracked)(17), which can scale for the enterprise. They can glean Category-specific insights from their benchmarks (DataHawk often publishes trends, such as which categories have the highest CPC or how conversion rates differ). Suppose a brand is not ready to invest in a heavy automation tool. In that case, DataHawk is a good choice for identifying issues and monitoring KPIs, which specialists can address manually or with more straightforward rules.

 

Scale Insights

Scale Insights is an emerging PPC software that offers “absurd control” to advanced users while automating numerous tasks to increase efficiency (19). Some high-volume third-party sellers favor it. Scale Insights offers features such as bulk campaign creation, advanced bid adjustments (including hourly bidding), and detailed reporting. It has a unique angle of incorporating inventory management signals. For example, it can pause or reduce bids on campaigns for SKUs that are running low on stock to prevent overselling or waste (this dynamic inventory-aware approach is increasingly important(18)). It also allows the creation of complex automation rules with AND/OR logic across multiple metrics, offering flexibility in optimization. For instance, you could set a rule: “If 14-day ACOS > 40% AND clicks > 50 with zero sales, then decrease bid by 15%”.

Scale Insights Templates

Many other tools have templates, but Scale Insights prides itself on flexibility. Another highlighted feature is ad campaign patterns – you can set it to automatically create a set of campaigns for every new product launched, following your preferred structure (e.g., auto, broad, phrase, exact campaigns with preset budgets) (19). This can enforce consistency. The UI, based on user feedback, is quite data-rich and offers visualizations to help spot trends. One such visualization is a heatmap for dayparting, which allows for an easy comparison of conversions versus spend.

Scale Insights is a subscription tool (pricing tiered by ad spend but often lower cost than enterprise tools). They position themselves as cost-effective for professional sellers. The tool’s focus on speed and control means that an audit with Scale Insights can quickly implement changes (such as bulk pausing all poor keywords with a single click), but it also requires knowledge to configure them correctly. The mention of “Scale Insights vs ChatGPT” suggests they even explore AI assistance in PPC (possibly using AI to suggest keywords or campaign strategy with context)(18).

 

Finally, Consider Amazon’s Ad Native Tools:

Amazon Ads Console

In 2025, Amazon anticipates significant enhancements to its interface. It now offers features like budget rules (dynamic budgets), suggested optimizations, and enhanced bulk operations. New analytics, such as Search Term Impression Share and Forecasting for Sponsored Brands, are available(10), providing advertisers with more data without leaving the console. The console introduced an Ads History tab in late 2024, which logs service status and incidents(10) – useful in audits to check if any outages impacted performance.

While it still lacks some multi-campaign AI features, the console is the primary source of accurate data, and PPC specialists should always use it to verify third-party findings. Amazon is also integrating more automation, like dynamic segments for audiences (auto audience targeting using machine learning)(10) and contextual targeting in DSP(10). Quarterly Amazon PPC automation audit ensures AI bid strategies align with goals. Verify that tools aren’t overspending on low-margin products. Auditors should be aware of these features; for example, an audit might suggest trying Amazon’s new dynamic audiences if a tool doesn’t support it yet.

 

Amazon Marketing Stream & AMC

These are not UI tools but rather data streams or warehouses. The Marketing Stream (launched around 2022) offers API access to hourly performance metrics and campaign updates. Tools that leverage Stream can reveal intraday patterns – an audit can utilize this data to identify, for example, differences in performance between the afternoon and evening.

Amazon Marketing Cloud (AMC) is a big data solution that enables you to run queries on anonymized, event-level data. Advanced analysts and tools (Intentwise and Pacvue have integrations) primarily use it. The capability to perform attribution analysis or cross-channel measurement (e.g., determining if people who saw a video ad later clicked on a Sponsored Product) is unique to AMC. While an auditor may not directly utilize AMC without technical expertise, the results of AMC analysis are extremely valuable in guiding strategy and decision-making. For example, proving a DSP retargeting campaign had a 10% conversion rate and drove a lift in organic sales.

 

Strategies and Best Practices (2025)

Translating Amazon PPC audit findings into strategy is where the real value lies. Best practices for Amazon PPC in 2025 focus on goal-driven optimization, leveraging new advertising features, and aligning PPC with the broader business strategy. Below, we outline key strategies and emerging trends, and how to apply them:

Goal-Driven Audit Objectives

Every PPC audit item should tie to the brand’s goals. Amazon advertising gap analysis identifies untapped campaign types (e.g., missing SB Video). Launch tests within 30 days to capture missed audiences. For instance, if the goal is profitability, strategies such as tightening ad bids to achieve the target ACoS, reducing bids on high ACoS keywords, and focusing spend on proven high-converting ASINs take priority. If the goal is growth or market share, the strategy might intentionally accept higher ACoS on particular campaigns (like category top-of-search campaigns) to maximize visibility.

Make recommendations explicit for each goal. Example: Goal = Lower ACOS by 5 points -> Strategy: Implement bid reductions of 10% on keywords with ACOS > target; add negatives for unprofitable search terms to eliminate waste(1). Or goal = Scale revenue 2x -> Strategy: increase daily budgets on best campaigns, launch new keyword campaigns for uncovered relevant terms, and consider complementary Sponsored Brands Video ads to capture more traffic. Each strategy is measurable by a key performance indicator (KPI), such as ACoS or revenue, allowing for its impact to be tracked.

 

Campaigns Segmentation By Objectives

A great practice is to segment campaigns by objectives(8), e.g., “Awareness” (upper funnel keywords, possibly category targeting), “Consideration” (sponsor brands’ videos, competitor targeting), and “Conversion” (exact match on product terms, retargeting). During audits, verify that this segmentation exists and that the budget is allocated in accordance with priority. Many advanced advertisers now allocate budgets dynamically between these objectives. For example, if a product has low awareness, they put more into discovery campaigns; if it’s well-known, they shift to conversion-focused campaigns. Ensuring this alignment is a best practice that transcends simple metrics – it connects PPC to the product lifecycle stage.

 

Seasonality-Adjusted Tactics

With Amazon’s retail calendar packed with events (Prime Day, Prime Early Access, Cyber Monday, etc.), adjusting PPC tactics for seasonality is essential. Best practices include:

Budget Flexing

Increase campaign budgets leading up to and during key seasonal events to avoid missing out on traffic spikes(4). Amazon now even allows automated Budget Rules that can increase budgets by a percentage on specific dates or when Amazon forecasts traffic will be higher. Use these rules to ensure your campaigns remain active throughout high-volume days. After the season, scale budgets back down to normal levels.

 

Seasonal Keywords

Add keywords relevant to seasonal searches (e.g., “gift,” “Christmas,” “back to school”) ahead of time, and use Amazon’s Keyword recommendations (or Brand Analytics data) to find trending searches each season. For example, a week before Mother’s Day, you might add “gifts for mom [product]” if relevant. These can deliver a nice boost if your product fits the seasonal theme. Remember to pause or reduce bids on these after the season passes.

 

Bidding Strategy in Peak vs Off-Peak

It can be wise to bid more aggressively in peak season when conversion rates often improve (due to holiday purchase intent). If your conversion rate increases in Q4, your ACoS naturally decreases – you have room to bid higher and capture a larger share of the market. Conversely, in slower months, consider pulling back bids or focusing only on core keywords to maintain efficiency. For instance, some sellers raise bids by 20% in November and December, then normalize them in January. Monitoring conversion rate trends via business reports can inform these adjustments.

 

Real-time Monitoring

During significant events, closely monitor campaign performance and be ready to make real-time adjustments(4) (or set automation to do so). If a specific campaign is burning the budget by 10 am with few sales, you might reallocate the budget that very day. Amazon advertising is now fast-paced around events, so the best practice is to treat major days almost like separate phases – even hourly bids or budget changes might be warranted (some use marketing stream data to adjust midday on Prime Day).

 

Post-Season Audit & Learnings

Always conduct a post-mortem PPC audit specifically for seasonal performance (4). Analyze which campaigns overspent or underspent, which keywords spiked in CPC, and which new keywords emerged. Use this to refine your strategy for the following year. For example, you might discover that during Black Friday, generic category terms converted poorly (people were deal-hunting broadly), so next year, you allocate more to branded campaigns, which had better ROI. Document these seasonal lessons in the audit deliverables so they are not lost.

 

DSP and Cross-Channel Halo Effects

By 2025, many brands will supplement PPC with Amazon DSP (Display ads off-site, video ads on FireTV/OTT, etc.) and even off-Amazon ads (such as Google Ads directing to Amazon listings). These can create a halo effect – for example, DSP remarketing ads can bring back past viewers, increasing overall sales and even boosting organic rankings by generating additional sales(6). The best practice is to consider these factors holistically in your PPC strategy. If audits reveal a plateau in search volume or highly competitive keywords, investing in upper-funnel ads (such as DSP or Sponsored Brands Video) can increase brand searches, thereby making your PPC more effective.

An actionable strategy: run a 4-week DSP prospecting or awareness campaign, then measure lift in branded search volume or conversion rates on Sponsored Products. Some case studies report that running DSP increases total sales and can lower TACoS as organic sales rise due to broader brand exposure (7).

High-Budget Brands

For brands with a budget, leverage Amazon Marketing Cloud to quantify these halo effects (this is an advanced approach, but it provides evidence of how DSP or external spending impacts search campaign performance). If AMC is too advanced, at least track trends: for example, when you run Facebook ads, do you notice an increase in Amazon conversions? If so, that’s a halo effect – incorporate that into your planning (perhaps increase bids during those cross-channel campaigns to capitalize on interested traffic fully).

The strategy recommendation here is: Don’t silo Amazon PPC. Use a blended TACoS approach (total ad spend across channels vs total sales) to gauge success(3). If blended TACoS is rising, overall efficiency is dropping, so adjust channel mix or spend levels. Ensure creative messaging is consistent across DSP and PPC (to reinforce brand recall). Additionally, leverage DSP’s audience insights – for example, if a specific demographic or in-market segment converts well, consider tailoring some Sponsored Display audience ads to that group as well.

 

Creative Testing Cycles

2025 reinforces the adage “Creative is king,” especially with the prominence of video and image-rich ads. Amazon Sponsored Ads audit encompasses Products, Brands, and Displays in a unified scoring system. Best practices:

Regular Creative Refresh

Don’t allow ad fatigue. For Sponsored Brands, rotate new headlines or lifestyle images every few months to keep your content fresh and engaging. Amazon now even mandates higher-quality images for Sponsored Brands (as of 2024, they updated their image guidelines(14)). For Sponsored Brands Video, plan a testing calendar – e.g., test a product demo-style video in Q1 versus a testimonial-style video in Q2— and measure which yields better CTR or conversion, then iterate. During your Amazon Sponsored Brands audit, verify that your headlines comply with Amazon’s trademark policies. Remove any mentions of competitor brands to avoid takedowns. The audit should note if creatives haven’t been updated in a long time and if performance is stagnating. Fresh creatives can increase CTR significantly (ads with custom images have historically shown higher CTRs(10)).

 

A/B Testing with Amazon’s Tools

Enroll in Amazon’s ‘Manage Your Experiments’ for listing content A/B testing, and for ads, use the creative variations where available. Amazon has been expanding A/B capabilities – for example, in Sponsored Display, you can test different images. Use these to identify statistically winning creatives. The best practice is to test one element at a time (e.g., headline text while keeping the image constant) to attribute performance changes to that element.

 

Leverage Brand Story & Brand Spotlight

These are newer ad formats (Brand Story is on the product page, and Brand Spotlight is a type of Sponsored Brand highlighting multiple products). Consider how your PPC can tie into these – for example, the Brand Story (if it conveys your brand values) could be complemented by Sponsored brand headlines that achieve the same goal. It’s not a direct creative test, but it’s a practice of overall branding consistency.

 

Custom Image in Sponsored Products

Amazon now allows users to add a custom image for Sponsored Products (on mobile, a lifestyle image can be displayed). If you have this feature, use it and test different images to see how it works. It can improve CTR by making your ad stand out in search results—track performance with vs without the custom image.

 

Localization of Creatives

If advertising in multiple countries, adapt the creative to local languages and cultures. Audits should flag instances where, for example, a video ad with English text is running in Germany, which could negatively impact conversions. The best practice is to have a native language copy and relevant imagery for each marketplace.

 

Enterprise Governance Protocols

For larger brands or those with multiple stakeholders (internal teams, agencies, international teams), having governance in PPC processes is key:

Standard Operating Procedures (SOPs)

Establish standard operating procedures (SOPs) for campaign creation, negative keyword management, keyword harvesting, and other related tasks. The audit deliverable can include a checklist or flowchart of these processes (who does what weekly or monthly). This ensures consistency even if team members change. Example SOP: “Every Monday, download the Search Term report, add any term with >20 clicks and zero sales as negative to relevant campaigns, and add any new customer search terms with >2 sales as an exact match in a new campaign.

 

Access & Permissions

Review who has access to the ad console or tools. Ensure the principle of least privilege – e.g., an agency may need edit access, but only certain people may be authorized to create new campaigns (to avoid chaos). Use Amazon’s Child-Owner hierarchy if multiple entities manage (common for vendors working with numerous partners). In 2025, Amazon’s account user management allows fine-grained permission (e.g., view-only, edit). Make sure it’s utilized correctly.

 

Version Control for Changes

Encourage the use of change logs or commenting in Amazon (the console now logs changes, but an internal log of why changes were made is also helpful). For an enterprise, consider implementing a governance tool or process that documents and approves any major strategy shift (such as “increase all bids by 15% for a holiday”) by a senior manager. This prevents junior marketers from making drastic changes without context.

 

Cross-Department Alignment

Align PPC strategy with inventory planning, finance (budgeting), and marketing (promotions). For example, if the marketing team is running a 20% off coupon next week, the PPC team should know to increase ads for that product, maybe (since conversion likely will jump). Conversely, if inventory is low for a top seller, the PPC team might pre-emptively pull back to avoid a stockout (and use the budget on other products). Institutionalizing this communication is a best practice. Some enterprises hold a weekly meeting between PPC managers and supply chain managers. Audits can surface instances where misalignment has occurred (e.g., wasted spend on out-of-stock ASINs(1)) to justify more effective protocols.

 

Policy and Legal Compliance Reviews

Ensure the enterprise has a process to review ads for compliance (some big companies require legal approval for ad copy). Given Amazon’s strict policies, the best practice is a quick compliance check for any new creative. The audit may recommend a quarterly compliance audit, even outside of performance audits, to ensure that no policy changes (such as Amazon Ads Policy updates) have rendered any ads non-compliant. For instance, Amazon updated Sponsored Brands image rules in 2024 – an enterprise should have caught that and updated creatives(14).

 

Benchmarking & Competitive Intelligence

A strong strategy is data-driven and context-aware. We recommend:

Regular Benchmarking

Compare your metrics to those of your industry peers. As of mid-2024, average CPC on Amazon was about $0.97(20), average CTR ~0.35-0.47%(3)(5), average conversion ~9-10%(3), and average ACoS ~30%(3). Use these as a reference, but more importantly, gather category-specific benchmarks. For example, CPC by Category: Amazon PPC cost-per-click audit benchmarks bids against category norms (e.g., $1.39 for the Grocery category). Whereas in Toys, it might be $0.13 (3). If your brand is in the Beauty Industry with an average CPC of $0.95 (3), but you’re paying $1.50, you’re overpaying or in a very competitive sub-niche. These insights drive strategy: focus on longer-tail keywords in Beauty to avoid huge CPCs. Or if your ACOS is 40% but the category average is 30%, dig into why (are competitors more efficient, or are they perhaps sacrificing margin temporarily?). Some tools (like Sellics/Perpetua’s Benchmarks or Pacvue reports) provide such data – utilize them.

 

Share-of-Voice Goals

It’s not just about ACoS internally, but also external competitiveness. Set goals for share of voice on critical keywords and allocate your budget accordingly. If competitors are outbidding you on those, you may consider raising your bids or launching a targeted marketing campaign to increase your market share. Conversely, for brand keywords, track if competitors are appearing; if so, consider defensive campaigns (such as Sponsored Brands targeting your brand name) to maintain your market share. Competitive intel tools can show which competitors frequently appear for your keywords or even your product pages. For example, if competitor X consistently appears on your ASIN, the strategy could be to run a retaliation campaign targeting their ASINs (if within policy) or increase your product targeting to keep them at bay.

 

Marketplace Density & Category Trends

Recognize broader trends, such as the number of sponsored ads on page one (Amazon has increased ad slots over the years). In 2025, some search pages will feature up to six sponsored placements (top, middle, bottom, and now sometimes a video ad mid-page). This means organic results are pushed down, making ads more critical. A strategy here: if you can’t rank organically in the top 3, you might use Sponsored Brands to get a presence at the top. The audit should articulate these trends to management to justify ad spend (“It’s pay-to-play: 4 out of 16 slots on page one are ads, so we need to occupy some to remain visible”).

 

Pricing and Competitor ROI

Gather info on competitor pricing and ad strategy. For instance, if competitors have significantly lower prices, they might convert at a higher rate. Meaning your ACOS could be higher, not due to poor ads, but rather a price disadvantage. The strategy could then involve focusing on differentiating via ads (highlighting quality or features) or acknowledging a higher TACoS as a cost of premium pricing. On the other hand, if you notice a competitor drastically reducing their ad presence (perhaps they have gone out of stock or cut their budget), seize the opportunity to bid more aggressively and capture their share; such agility is a best practice in fast-moving markets.

 

Category-Specific Insights

Some best practices vary by category:

High-ASP (Average Selling Price) products

Usually electronics, luxury, etc., have lower conversion rates (maybe 3-5%)(3). Strategy: use retargeting and longer attribution window tactics. Additionally, emphasize brand-building ads (Sponsored Brands highlighting value propositions and lifestyle imagery) because buyers tend to take longer to make a decision. For PPC, don’t be alarmed by higher ACOS – focus on ROAS and lifetime value (e.g., appliances may require repeat part sales). Additionally, utilize video ads extensively – complex products often benefit from a video demonstration.

 

Low-ASP / FMCG products

e.g., Grocery and personal care. These often have high conversion (people buy quickly if it’s cheap), but CPC can be high in competitive niches (bidding wars for volume). Strategy: aim for a large impression share – these are volume games. Utilize auto campaigns with substitutes or complements to appear on related products (for example, ads for a snack on a soda product page, capturing impulse purchases). Also, watch the frequency of purchase. Subscribing to Subscribe & Save can be a strategy (advertise a slightly higher ACOS to acquire subscribers, as the lifetime value is considerable).

 

Clothing and variants

In Apparel, color and size variants matter. Best practice: Concentrate ad spend on top variants (most popular colors and sizes) to maximize conversion, as an ad click can land on one of its child ASINs. Use a custom image in Sponsored Brands to showcase multiple variants. Measure performance per variant – often, a few drive most sales.

 

Seasonal products

If you sell, say, patio furniture (which peaks in spring and summer), then the strategy includes heavy spending during these periods. This is leading up to the season, followed by a gradual tapering. Consider using Amazon Posts or Brand Follow to re-engage during off-season periods. Additionally, ramp up ads as seasonal interest picks up. You can gauge that via organic keyword rank or search query volume from Brand Analytics. A tip: run low-level campaigns during the low season. That is to maintain some presence (cheaper clicks) so that you don’t completely drop off, which can make ramping up later harder.

 

Advanced Automation & AI

Embrace the new AI features that Amazon and its tools provide with PEAK ROAS. For example, Amazon’s Dynamic Segments for audiences use machine learning to automatically identify new audience targets for Sponsored Displays (10). Early testers should incorporate that and monitor results – it could uncover segments you hadn’t thought of. Another trend is the use of machine learning for bid adjustments beyond rules – several tools mention this. Ensure that if such AI is used, you periodically audit its decisions. A best practice is a hybrid approach: utilize AI for number-crunching and initial suggestions, but maintain human oversight for strategic alignment.

In conclusion, the strategic layer of PPC in 2025 is about combining automation with human strategy. Audits should produce not just fixes but forward-looking strategies. Strategies include utilizing seasonality, integrating new ad types, differentiating via creative, and outmaneuvering competitors. By following universal best practices and layering on category-specific and goal-specific tactics, brands can achieve both efficiency and growth. The Amazon PPC audit report should separate universal recommendations (apply to all, e.g., “ensure down-only bidding for stability” (1), “negative match irrelevant terms” (1)) from situational recommendations (specific to the brand’s context, e.g., “increase presence on [competitor] ‘s product pages” or “invest in video ads for our complex product”). This way, the brand understands which principles are foundational versus which are tailored for them.

 

Benchmarks & Competitive Intelligence (2024–2025)

A data-driven PPC audit benefits greatly from knowing key benchmarks and insights into competitors. Here, we compile relevant metrics from Q2 2024 through Q2 2025 and explain how to use them:

Cost Per Click (CPC) Trends

Amazon CPCs have been on a rising trend, reflecting increasing competition on the platform. Year-over-year, average CPC rose by roughly 10-15% in many categories. In Q2 2024, Amazon US Sponsored Products CPCs were reported around ~$1.20 on average(21)(22). Internal data related to Ad Badger (Ad Badger user base) shows that the current average CPC is $0.98 in early 2025, which is approximately $0.10 higher than a year prior(5). This indicates that the peak of 2024 (when Prime Day drove CPC to ~$1.14(5)) cooled off a bit, but CPC remains significantly up from the ~$0.80–$0.90 range of 2022-2023. During Prime events or Q4 2024, some categories saw CPC spikes of 20-30%. For example, Pacvue noted that in Europe, Sponsored Brands CPC increased 17.6% year-over-year (YoY) in Q2 2024(14).

Implication

A higher CPC means advertisers must either improve their conversion rates or increase their budgets to maintain the same traffic. It highlights the importance of optimizing bids and avoiding wasted clicks on irrelevant terms. When benchmarking your CPC, also consider your category: a $1.00 CPC might be cheap in a space like supplements (where some keywords exceed $5) but expensive in books. According to Trellis’s 2024 benchmarks, CPCs by category varied widely – e.g., Grocery $1.39 (very high, due to competitive ad bids and lower priced items), Beauty $0.95, Tools $0.46, Clothing $0.28, Toys $0.13(3). Use these as rough yardsticks. If your CPC is significantly above the category average, investigate whether you’re overbidding or targeting ultra-competitive head terms. If below average, you might either be in a niche or possibly not aggressive enough on valuable keywords.

 

ACoS and ROAS Benchmarks

Average ACoS across Amazon was ~30% in 2024(3), aligning with Ad Badger’s measured ~29%(5). This means that for every $1 in ad sales, $0.30 is spent on ads. ACoS varies by category and campaign type. Consumables often tolerate higher ACoS (even 50 %+) because they have repeat purchases (thus, CLV is higher than the immediate ACoS shows). Categories like electronics or appliances may require a lower ACoS (20-25%) to be profitable due to their thin margins. Additionally, ACoS tends to be higher in Q1, when conversion rates are lower, and lower in Q4, when holiday buying boosts efficiency. Ad Badger data showed that January 2024 had the year’s highest average ACoS at ~34.6%, while December 2024 had the lowest at ~26.8%(5).

Implication

When benchmarking ACoS, consider seasonality and product margin. Compare your ACoS to both the overall benchmark of ~30% and any category-specific information (some tools provide category ACoS averages, such as a Pet Supplies average of 20%, etc.). If your ACoS is way above average and profitability is an issue, that’s a clear mandate to optimize – reduce bids, add negatives, etc. If it’s below average, you might be able to scale more aggressively (spend more until your ACoS approaches your target or budget limit).

ROAS is simply the inverse, so the average ROAS was ~3.3 times (i.e., $3.30 revenue per $1 ad). For perspective, Amazon’s own 2024 report noted that ROAS can differ by price tier – budget items saw an improvement in ROAS year-over-year (YoY). In contrast, pricier items saw a drop of more than 40%(7) due to consumer price sensitivity. That highlights how macroeconomic factors (inflation, consumer behavior) can also shift benchmarks; for pricey goods, you might have seen ACoS rising in 2023-2024 because people convert less on higher prices.

 

Conversion Rate (CVR) and CTR Benchmarks

As noted, the average CTR on Amazon ads is often cited as ~0.3-0.4%(3)(5). Ad Badger’s data of 0.47% in 2025 (5) suggests slightly higher engagement, possibly due to increased video use and improved targeting. If your CTR is, say, 0.2%, your ads might not be resonating – consider testing new main images or more relevant keywords. If you have a CTR of 1% or higher (which top sellers can achieve at 5%), that’s excellent – it likely means your product is well-suited for those searches, or you dominate the placement with highly relevant ads. The conversion rate averages just under 10% (3), but again, by category, supplements or commodities might convert at 15 %+, while luxury could be 5%. Track your own CVR and compare year-over-year. If the industry’s CVR is rising (perhaps due to more Prime members, faster shipping, etc.), and yours is flat, you may have a listing issue.

For example, if competitors improved their listings or reviews, they might convert better. Some Q2 2024 data suggested that saturated categories have lower conversion rates (which makes sense – more choice, more window shopping) (3). Also note device differences: mobile traffic has grown and typically has slightly lower conversion (but much higher volume). If a brand’s site metrics indicate 70% mobile traffic, that could explain a slightly lower conversion rate compared to a desktop-heavy category. Use benchmarks properly: they are a reference, not an absolute. It’s more helpful to benchmark against your past performance and your competitors. Tools like Market Basket or brand analytics can sometimes provide category conversion information.

 

Share of Voice & Competitor Density

Share of Voice (SOV) metrics aren’t directly provided by Amazon but can be obtained through tools or manual checking. Pacvue’s 2024 guide defines SOV as the percentage of your brand’s presence on the first page of search results (organic and paid) (3). Many brands now strive to measure share of voice (SOV) for essential keywords. For instance, you might find you have 2 of the top 10 organic results and one ad at the top – that could be ~30% SOV. If a competitor launches aggressively, they could reduce your share of voice (SOV). Competitive density refers to the level of crowding in the ad space. In 2025, nearly every search results in multiple sponsored results, and some categories have dozens of brands competing for bids.

A way to measure competitor density is by calculating the average number of sponsored results per search or the number of advertisers appearing for a specific keyword. If you use Brand Analytics Search Query Performance, you can see the top brands on a query and their share of clicks. That essentially is a SOV metric. For example, Brand A might receive 20% of the clicks, Brand B 15%, and so on. If your brand is not in the top 3 for a high-volume term, you’re missing out on a significant amount of potential. Benchmarks: A market leader brand may have a 50 %+ SOV on its category’s core terms (especially if it runs aggressive ads).

Smaller brands might have <5%. So, set realistic targets based on your stature. If you’re new, aim to break into the top 5 brands for some long-tail terms first. If you’re established, monitor that you remain #1 or #2. Any significant drop in SOV should trigger a competitive analysis (did someone massively increase bids or drop price?).

 

One Can Also Benchmark SOV Trends

Pacvue or others sometimes publish how SOV shifts around significant events (e.g., big brands increase SOV during Prime Day). If, in Q2 2024, the top 3 brands captured 70% of sponsored slots in your category, that’s a high bar – it means it’s a winner-takes-most environment. Your strategy then might be to niche down or find pockets where those giants aren’t present.

 

Category & Marketplace Benchmarks

As referenced, use category-specific benchmarks. A Trellis data snippet provided insight: Gourmet Food had a high CPC ($1.39) but also a relatively higher average rating (4.33), suggesting a very competitive space (3). Categories like Toys had a low CPC ($0.13), but these are likely lower-priced items (3). Additionally, consider marketplace differences: European CPCs were rising faster than those in the US(14), but their absolute CPCs are often slightly lower than in the US (except in the UK, which is close). Japan and emerging markets may have significantly lower cost-per-click (CPC) rates and less competition.

If the brand advertises globally, benchmark each marketplace separately. For example, an ACOS of 20% might be normal in Amazon UK for your category, but you find it’s 30% in the US. That could reflect more competition in the US; you might allocate spending to the UK, where it’s more efficient. Alternatively, the US might have more volume, so you accept a higher ACOS. An interesting metric from Pacvue Q2 2024: Walmart’s Sponsored Products CPC was 50.7% cheaper than Amazon’s on average(14). That shows Amazon is pricier, but it’s not directly actionable for Amazon PPC, aside from pushing us to be more efficient. Still, it could hint at diversification (perhaps allocating some budget to Walmart ads, if applicable, where it may go further).

 

Competitor Tactics

Benchmarks aren’t just numbers; they help analyze competitor behavior and performance. Are competitors using many video ads? Do they all have a specific badge? Are they bidding on your brand terms? For example, you may notice that every time someone searches for your brand, two competitor ads appear. If so, your defensive benchmark should be: ensure your Sponsored Brand ad is always up for your brand keyword (aim for near 100% impression share on brand terms since those convert best, and you don’t want to concede them). Conversely, see if competitors are neglecting something – e.g., maybe none of them use Sponsored Display retargeting; that could be an opening for you to dominate display placements on product detail pages.

 

Another aspect

Pricing & promotions. Jungle Scout’s 2024 report found rising ad costs as a #1 challenge and more brands turning to external ads (Google)(7). It also noted that consumers were price-sensitive, favoring lower-priced items, which affected ROAS(7). This means that in a high-inflation environment, one benchmark might be promotional intensity. If competitors frequently offer coupons, they may experience a CVR boost. You should benchmark the landscape of deals – if 8 of the top 10 results have a coupon and you don’t, that could hurt your CTR/CVR. So, the strategy might involve offering a promotion during those times to stay competitive (this impacts PPC indirectly by improving performance metrics).

 

New Metrics and Benchmarks

Amazon introduced new metrics, such as Search Lost Impression Share (Budget or Rank), in 2023 for Sponsored Products. These indicate the percentage of impressions you lost due to budget or bids. Benchmarks for these can be: strive for <10% lost IS due to budget on important campaigns (meaning you’re funding them adequately) and monitor lost IS due to rank – if that’s>50%, it means you’re often outbid. That might be okay if ACoS is a concern, but it quantifies the trade-off. Additionally, New-to-Brand (NTB) benchmarks: If growth is occurring, track the percentage of orders that are new to the brand. Some benchmarks: brands running broad-reach campaigns might see NTB 60 %+ on Sponsored Brands, whereas an established brand on branded keywords will see <5% NTB. Set targets depending on strategy (like “increase NTB% from 20% to 30% by adding competitor targeting campaigns”).

 

In summary, harness these benchmarks:

• ACoS ~30% overall (with context by category). Use this to evaluate efficiency.
• CPC ~$1 average (and note YoY increases). Use to justify budget increases or efficiency pushes.
• CTR ~0.4%, CVR ~10% (varies by category). Use to gauge the effectiveness of creative and listing efforts.
• Impressions & Clicks: The average seller’s daily clicks are ~300k across Amazon(3) – not directly valid, but you can say a typical campaign might get a few hundred impressions per keyword per day, depending on rank. If your impressions seem low, maybe the bids are too low. (One Trellis stat: average daily spend ~$260, average daily sales ~$1300, AOV ~$55(3) – interestingly, that correlates with ACOS ~20%, likely because top sellers skew that figure.)
• Share of Voice: Aim to track and improve for your crucial keywords; no static benchmark fits all, but any upward trend in your SOV is a competitive win.
• Competitor count: Assess the number of competitors vying for the same ad slots. If 50 sellers sell similar items, you may need a more aggressive strategy than if only five leading players exist.
• Review rating and count benchmarks: This is not a PPC metric per se, but if competitors average 4.5 stars and you have 4.0, PPC will have to work harder (lower CVR). Audits should also note these external benchmarks.

 

Trending Data

By aggregating data from mid-2024 through mid-2025, we can observe that higher costs, increased competition, and a greater reliance on advertising for sales have characterized the trend. Rising CPC and ad spend (Amazon reported ad revenue growth ~Sponsored Products to spend up ~18% YoY in Q2 2024(14)) mean you likely need to spend more just to maintain share. However, Amazon is also providing more tools to optimize (new metrics, automation). The competitive “bar” for effective PPC management is rising. So, use benchmarks not just to compare but to motivate advanced tactics. For example, if average sellers only optimize monthly, the best optimize weekly – so to beat the average performance, implement above-average practices (such as more frequent bid optimizations or employing tools that give an edge).

In competitive intelligence, consider also macro benchmarks, such as the market share of top brands. If one brand has, say, 30% of the ad impressions in your category, it likely has deep pockets. Recognize if you’re dealing with big-budget players. If the field is fragmented, you can aim to consolidate and become the dominant SOV leader by outsmarting others.

Overall, by presenting these benchmarks in the Amazon PPC audit, you give context to performance and a yardstick for improvement. Always cite the time frame and source of the benchmark (e.g., “As of June 2024, avg ACoS ~30%(3)”) since these can change. Regularly updating your knowledge with quarterly benchmark reports (from sources like Pacvue, Perpetua, Jungle Scout, etc.) will keep your strategy aligned with the ever-shifting marketplace.

 

Risk & Compliance Considerations

Running Amazon PPC entails certain risks and requires adherence to Amazon’s advertising policies and guidelines. An Amazon PPC audit in 2025 should include a compliance check to mitigate account risks and ensure the organization’s long-term viability. Key areas to review:

Amazon Ads Policy Updates (2023–2025)

Amazon frequently refines its ad policies and introduces new rules. For example, in 2023, Amazon tightened rules around claims in ad copy – advertisers cannot use superlatives like “#1 best” without proof, cannot mention customer reviews in the ad text, and must avoid any misleading statements(9). Ensure that none of your Sponsored Brands’ headlines or custom texts violate these guidelines. In late 2024, Amazon specifically updated Sponsored Brands image guidelines (requiring that lifestyle images not contain additional text or logos and meet specific dimensions)(14). Advertisers had to update creatives to comply.

Another update: As of November 2024, Alexa’s home screen was added as a video ad placement via DSP(10). While not a policy change per se, it indicates Amazon’s expansion of where ads can appear, which may come with new content guidelines for voice device ads. Keep an eye on Amazon’s Advertising Policies page and any announcements (Seller Central often posts news on policy changes). As a best practice, make a checklist of common policy violations to audit:

Prohibited Content

No prohibited content (hate, violence, etc.) – obviously, most brands won’t use these, but be mindful of subtle things, e.g., avoid culturally insensitive imagery.

 

Accuracy and Truthfulness

Ads must accurately represent the product and its claims. If your headline says “100% organic”, your product better have that certification. Amazon can and does pull ads for unsubstantiated allegations or if the product detail page doesn’t support the claim.

 

Pricing and Sale Language

Amazon typically forbids phrases like “Cheap” or “On Sale Now!” in ad copy. They want the pricing to speak for itself (and they show strikethrough prices if you have a deal). Ensure that no ad copy contains extraneous pricing information or time-sensitive language that violates policy.

 

Use of Trademarks

One of the most significant risks is using other brands’ names. Amazon’s policy prohibits using someone else’s trademark in your ad copy or creative unless you have permission(9). That means you shouldn’t have a competitor brand name in your Sponsored Brands headline or logo. However, Amazon does allow bidding on competitor keywords (which is not considered a visible use of a trademark but rather internal targeting). But be cautious: if your product title itself contains a trademark you don’t own, that can cause issues. For instance, saying “Similar to [Brand]” in your title or ad is disallowed. We observed stricter enforcement of this in 2023, with Amazon rejecting ads that included competitor names in the product title text displayed in the ad.

 

Restricted Categories

If you sell in categories such as alcohol, Tobacco, Firearms, Supplements, or Adult products, be aware of the specific ad rules. For example, Alcohol ads (where allowed) can only target 21+ audiences in locales that permit it, and some ad types might not be available at all. Supplements and Health: cannot claim to cure or prevent diseases. Even using words like “COVID” or “virus” resulted in ads being banned in 2020 and 2021; Amazon remains strict in this regard.

Weapons: can’t advertise many weapon-related items. Also, CBD or cannabis products are not effectively allowed to be advertised on Amazon. If the brand sells anything quasi-restricted, ensure you’ve read that section of Amazon’s ad policy. According to policy, restricted product ads may be disapproved if they promote prohibited items(9). So, an audit should confirm that none of the products being advertised fall under Amazon’s “non-advertisable” list (like live animals, certain electronics with surveillance capability, etc.). If they do, exclude those from campaigns to avoid trouble.

 

Content Copy & Assets Compliance

Amazon requires that ads be suitable for a general audience and in the local language. They also require high-quality images and videos: blurry or low-resolution media can be disapproved. One item to check: ensure that any text in images is minimal and not obtrusive and that it doesn’t violate rules. Additionally, any endorsements or awards mentioned in ads may require substantiation (some sellers use phrases like “Award-Winning XYZ” – be prepared to provide proof if Amazon requests it).

 

New Amazon ad type considerations

Amazon’s rollout of new ad placements like Sponsored TV (on Fire TV) means advertisers should consider if their video content is appropriate for a lean-back TV environment. Additionally, as Amazon Ads expand (such as Echo Show placements), consider audio. Ensure that any video ads have captions, as the sound on Alexa and Echo devices is off by default until engaged.

 

Amazon Account Health and Performance Risk

Outside of explicit policy, monitor metrics like Invalid Clicks or Click Spam in reports – Amazon filters these. Still, unusual activity might signal an issue (or competitor click fraud, which Amazon usually refunds). Also, ensure billing is up to date (it sounds basic, but failing payment methods can pause ads and potentially harm momentum).

 

Another risk to consider is overlap and cannibalization.

If ads drive very high TACoS (e.g., >50%), evaluate whether the benefit is there. One might consider pulling back to see if organic holds – if it does, you were overspending. That’s not a policy risk but a financial risk.

 

Data Privacy & Governance

Utilize Amazon’s data to ensure compliance with data handling guidelines. Amazon generally doesn’t give personal data of customers for ads, but if you use Amazon Marketing Cloud or combine data from retail analytics, ensure you don’t attempt to identify individuals (that would violate Amazon’s policies and possibly privacy laws). When using third-party tools, ensure that Amazon approves them (i.e., Amazon Partner Network tools) and do not scrape data directly from Amazon’s website. Providing MWS keys or API credentials to unverified tools can increase the risk of data breaches or account suspensions. By 2025, Amazon’s Selling Partner API will require tokens, and many tools will be available in Amazon’s App Store. Use those rather than grey-market tools.

 

Trademark & Brand Protection

If you have your trademarks, use Brand Registry’s tools. Sponsored Brands and Display enable brand protection by preventing competitors from using your brand name in their Sponsored Brands headlines (if you notice any, please report them). Also, monitor if any of your trademark terms are being bid on via Amazon’s Brand Analytics. The strategy might be to double down on defending those or to escalate if someone’s creating confusion (though bidding on others’ trademarks in keywords is allowed, they cannot use your name in their ad text).

 

Legality and Off-Amazon Coordination

Amazon requires that you comply with all laws. So if you’re in a regulated industry, make sure your ads meet legal requirements (e.g., financial services ads might need disclaimers; children’s products cannot be advertised with specific targeting due to child protection laws; if marketing to the EU or UK, consider GDPR/age restrictions, etc.). If the brand uses Amazon Attribution and drives external traffic, ensure the ad creatives off-Amazon also follow Amazon’s rules if they mention Amazon (Amazon has guidelines for using their logo or name in external ads).

 

Internal Data Governance

Ensure you handle the PPC data (which can include cost and sales info) according to the company policy – some organizations treat this data as sensitive. Use secure methods to share reports (especially if using outside consultants – maybe an NDA is in place). Also, keep a backup of historical data; Amazon’s interface may only show 90 days of query data, etc. It’s best practice to store critical data in a secure drive for longitudinal analysis.

 

Consequences of Non-Compliance

Why do these matters matter? Violations can lead to ad disapprovals, loss of impression share, or, in the worst case, account suspensions. Amazon can suspend advertising privileges if the seller repeatedly violates the policies. For example, if the seller repeatedly attempts to advertise a prohibited product, it can result in the suspension of your ad account. Also, poor compliance can affect Brand Health (if an ad leads to ASIN violations). Another angle: Customer complaints – if your ad is misleading and leads to returns or negative reviews, that can indirectly harm account health and potentially trigger Amazon investigations (e.g., product not as described).

 

Case in Point

In November 2024, Amazon launched Publisher Moderation for DSP, which automatically blocks your DSP ads from showing on inventory where your creative doesn’t meet policies(10). This shows Amazon is actively policing creatives. Therefore, staying proactive on compliance is preferable to being reactive to takedowns. As an advertiser, check the Ads Console Notifications for any policy warnings. If any exist, address them immediately.

 

Trademark Infringement Defense

Ensure no one is infringing on your trademarks in ads as well. If you find a competitor using your brand name in their ad creative or deceptively as a username, you can report it to Amazon (Brand Registry support). While this is outside the scope of an Amazon PPC audit, it’s part of protecting your brand equity in the ad space.

 

GDPR/CCPA Note

Suppose you target any audience in Europe or California using Sponsored Display audiences (DSP). In that case, Amazon handles user data consent. However, be mindful that if you ingest any data into AMC or a data warehouse, you should anonymize it and use it only in permitted ways. Most Amazon advertising data is aggregate, so it is not an issue, but just be cautious if using any external pixel or tracking in landing pages (some brands direct ad clicks to a landing page then to Amazon – if doing that, ensure your site has proper cookie consent, etc.. Otherwise it could fall afoul of privacy laws).

In summary, make “Compliance & Risk” a section in your audit report. List any Observed Issues. Additionally, list any Preventative Measures (“All ad copy reviewed, compliant as of audit date; recommend quarterly policy review,” “Ensure new hires get training on Amazon ad policies”). This way, stakeholders see that beyond performance, you’re safeguarding the account. It’s often helpful to cite Amazon’s policy text for any violations – for instance, “Amazon’s policy states ads cannot use copyrighted or trademarked materials without authorization(9); our Sponsored Brands ad ‘Better than BrandX’ violates this – we should remove competitor mention to comply.”

A well-rounded Amazon ad and PPC audit doesn’t just optimize for clicks and sales but also ensures the sustainability and integrity of the advertising efforts. By staying compliant and aware of Amazon’s evolving policies, you protect the brand’s reputation and avoid disruptions that could cost far more than a few lost sales.

 

Deliverables & Implementation Roadmap

The final step of a comprehensive Amazon PPC audit is presenting the findings and recommendations in a clear and actionable format. For 2025, the expectations for deliverables are higher – stakeholders want not just raw data but a plan for execution and tools to monitor progress. Here are the recommended deliverables and templates to include:

1. Executive Summary (with Prioritized Actions)

This is a concise summary for senior leadership that we conduct and create at PEAK ROAS. Your Amazon PPC audit report should quantify potential savings. Include 3-5 high-impact findings tied to business objectives. It should start with a brief overview of current PPC performance. Then, list 3-5 key findings from the audit, especially ones that tie to business objectives. For example:

• Finding: High wasted spend on non-converting keywords – Action: Add 50+ negative keywords, expected to save ~$5K/month in wasted spend(1).
• Finding: Inconsistent campaign structure – Action: Restructure into straightforward product-category campaigns, improving efficiency and ease of management(1).
• Finding: Low impression share on top keywords – Action: Increase bids by 20% on “ABC” and “XYZ” keywords; expected to boost sales by capturing lost impression share(1).
• Finding: Policy risk identified (ad copy issue) – Action: Modify Sponsored Brands headline to remove prohibited claim(9).
• Each finding-action pair in the executive summary should be prioritized based on its impact and urgency. Use a simple prioritization system, such as High/Med/Low, or a 1-2-3 ranking. For instance, wasted spending might be a priority immediate fix (quick win), whereas restructuring campaigns is a medium priority (essential but could be phased), and adding a new tool is a low priority (optional improvement). If possible, quantify the potential impact (“expected to reduce ACOS by five percentage points” or “could free up 15% of the budget for reallocation”). This gives execs a sense of ROI on the changes. Conclude the summary with an overall outlook, for example: “By executing these recommendations, we project ACoS can be reduced to ~25%, and sales scaled +20% in the next quarter, aligning PPC performance with company targets.”

 

2. Detailed Amazon PPC Audit Report

All findings are compiled into a formal Amazon PPC audit report, which includes action items for 30, 60, and 90 days. This is the comprehensive documentation of everything analyzed. Often delivered in Excel and/or PowerPoint/Word, sometimes augmented by dashboards:

Excel Spreadsheet

Provide tabs for each primary analysis, such as Campaign Performance, Keyword Analysis, Search Term Pivot, Placement Data, Budget Utilization, etc., all within the Amazon PPC audit Excel template. Each tab should have raw data and some conditional formatting or summary. For example, a “Wasted Spend” tab might list search terms with a spend of more than $X and no sales, highlighted in red. A “Keyword Opportunities” tab could list search terms with sales that are not yet targeted as exact keywords (with a recommendation to add)(1). Excel can function as a working document for the Amazon PPC manager to implement changes (they can filter by campaign or priority).

 

Power BI / Looker Studio Dashboard

If feasible, create a live dashboard for key metrics. For instance, a Power BI could display interactive charts, such as the ACOS trend over the last 12 months, spend vs. sales by campaign, and the top 10 ACOS offenders, among others. This is useful for ongoing monitoring. Looker Studio (formerly Google Data Studio) can connect to sources like BigQuery or spreadsheets to auto-update a dashboard. Even if you can’t set up live data, a static “snapshot” dashboard in the report adds visual appeal. Many executives appreciate a heatmap or chart – for example, a heatmap of dayparting showing conversion rates by hour (if available) could reveal insights at a glance.

 

Slides or Document

The main report can be a slide deck or a PDF document that narrates the findings. It should mirror the structure of this audit, including the framework, each audit focus area, findings, evidence (with citations or data), and recommendations. Include visualizations, such as charts of CPC trends (like the one we embedded), tables of before-and-after scenarios, and more. Remember to cite sources in line (with dates) for any external data or best practice claims – this adds credibility.

 

Appendices

The detailed report can include an appendix with reference materials, such as a detailed Tools Comparison Table that shows a feature comparison of the tools and an Amazon PPC audit checklist that was used. The checklist can serve as a to-do list for the future – they can periodically review it themselves.

 

Graphical Examples

If a particular finding can be illustrated (such as a screenshot of a search results page where competitor ads appear for your branded query), include it. Or an example of a well-structured vs poorly-structured campaign naming. Visual examples drive the point home.

This detailed audit report can be pretty comprehensive (20+ pages/slides easily for a deep audit). Ensure it’s well-organized with headings, and consider including a table of contents at the beginning for easy navigation.

 

3. 30/60/90-Day Amazon PPC Audit Optimization Roadmap

Provide a timeline for implementing the recommendations in phases. This helps avoid overwhelming the team and sets clear milestones:

Day 0-30 (Quick Wins & Setup)

List actions that can be done immediately and have an immediate impact. Typically, add negatives (1), adjust bids on the top offending or hero keywords, fix any glaring structural issues (such as pausing redundant campaigns), and correct policy violations. Additionally, tasks such as “gathering missing Brand Analytics data” or “setting up new tracking in the dashboard” are included in this phase. By the end of 30 days, aim to have eliminated wasted spend and put out any “fires.”

 

Day 31-60 (Optimization & Expansion)

This period focuses on implementing more profound changes: restructuring campaigns/ad groups as needed, adding the newly researched keywords into campaigns (with appropriate bids), launching new campaigns or ad types that were missing, and adjusting budgets across portfolios as per audit findings. If a new tool or automation is recommended, days 31-60 are a good time to start trials or onboarding. By day 60, you expect to see some results from the quick wins, and you’ve built a new structure for growth.

 

Day 61-90 (Scaling & Refinement)

In this phase, the strategy turns to growth opportunities and fine-tuning. For example, increase budgets on campaigns that show exemplary performance after optimization. Roll out additional experiments, such as dayparting, if the audit identifies a need – test them during this phase. Also, evaluate early results from changes: if specific new keywords aren’t performing, refine them now.

Days 61-90 are also when any creative refreshes should go live – e.g., you planned new ad creatives or A/B tests. Those that you should have executed by now to gather the data. If you include external traffic or DSP as part of the plan, consider piloting a small DSP campaign here. Essentially, by day 90, you should have implemented most recommendations, and the account should be trending toward improvement. Include a check-in at day 90 with metrics to track progress and identify any gaps that may need to be addressed.

The roadmap should be presented visually or, at the very least, in a clear and concise table format. Your Amazon paid search audit deliverables should include competitive SOV heatmaps for strategic keywords. Target 30 %+ share on core terms during the Day 60-90 refinement phase. For each action, list who is responsible if multiple team members are involved, and specify the deliverable or outcome that results from it. That holds the team accountable and provides a project plan to follow.

 

4. KPI Tracker Template

Provide a template (Excel or dashboard) for ongoing monitoring of key metrics after the audit. This is crucial to ensure the changes are producing the desired effect and to identify any potential adverse side effects. The template could be:

• An Excel sheet with a table where the team can input weekly metrics: Spend, Sales, ACOS, TACoS, CTR, CVR, etc., and maybe by ad campaign category. It might include conditional formatting to flag if metrics exceed the expected range (such as the ACOS cell turning red if it exceeds the target).
• Alternatively, use Looker Studio or Power BI with connectors to Amazon’s API to automatically update the KPIs. If not automatic, even screenshots of Amazon’s advertising dashboard, tracked on a weekly slide, could work.
• Include targets for each KPI right in the tracker. For example, “Target ACOS: 25%” and then the actual. Or “Target New-to-Brand: 30%” and actual. This keeps the focus on the set goals.

Encourage the team to review this tracker at a regular cadence (weekly or bi-weekly). The tracker should tie back to the roadmap; for example, by day 30, did wasted spending decrease by X? By day 60, did total sales increase? Having those interim KPIs in the roadmap helps populate the tracker.

 

Implementation Map & Timeline

Report Structure & Templates

It’s helpful to give them the actual templates:

• Audit Checklist Template: Consider creating a one-page list that you can use next quarter. You could slightly expand the version of the bullets from earlier, including items such as “Checked search term report for new negatives,” etc. Essentially a SOP checklist.
• Tools Comparison Table: If the brand is considering switching or adding tools, provide a table of tools(13). This way, if they decide, “We need better automation,” they have a starting point to evaluate options.
• Campaign Change Log Template: Suggest they maintain a change log from now on. Provide a simple template (date, change made, reason, results) – although this isn’t a common request, some sophisticated advertisers do it. It can be as simple as an Excel spreadsheet, where the specialist formats each row as follows: “Jan 15 – Increased bids 10% on top 5 keywords – Goal: boost impression share – Result: CTR up, ACOS flat”. Over time, this log becomes valuable for audits and other purposes.
• KPI Definitions Document: It can be helpful to include a glossary of metrics and their measurement methods. That way, everyone is on the same page.

 

Communication of the Plan

Plan a meeting or presentation to walk through the audit and roadmap with the relevant team members. The specialist should present the deliverables not as a data dump but as a narrative: “Here’s where we are, here’s where we need to be, these are the priority actions to get there, and here’s the timeline and how we’ll measure success.” Encourage questions and make sure the team understands each recommendation. For an agency or consultant, this meeting is critical to get buy-in. For an internal team, it aligns everyone and potentially secures the necessary resources.

 

Follow-up

Suggest a follow-up audit or, at the very least, a check-in after 90 days to evaluate progress. Continuous improvement is key; the audit isn’t a one-time event. Consider incorporating a 30/60/90 review: at day 30, quickly review what you have done and any issues that have arisen; adjust the plan as needed. Same at day 60. This ensures adaptability.

 

Templates Availability

If you share any templates via the cloud (e.g., Google Sheets), provide access instructions. Sometimes, delivering content in a collaborative format can help the team utilize it more effectively than a static file lost in emails.

By delivering these structured outputs, we ensure the Amazon PPC audit doesn’t just end as a report on a shelf.  But it translates into an actionable project with clear steps and monitoring. A comprehensive audit report with a roadmap effectively acts as a strategy document for the brand’s Amazon advertising. That is for the next quarter or two, and the tracker ensures that execution stays on target.

 

Conclusion

A rigorous Amazon PPC audit is no longer a periodic tidy-up—it’s the linchpin of profitable growth in an ever-crowded marketplace. Check spending patterns, keyword performance, creative quality, and attribution accuracy. This helps you identify wasted ad dollars and discover growth opportunities. The framework illustrates how quarterly deep dives, monthly pulse checks, and seasonal reviews transform raw data into actionable insights. These actions help boost revenue. When you adjust every bid, placement, and negative keyword to meet your margin and lifecycle goals, you increase profits for mature SKUs. You also speed up launches and secure key spots during busy times. Additionally, you maintain a low ACoS and a decreasing TACoS.

That’s the discipline we live and breathe at PEAK ROAS. Our audit team combines forensic accounting analysis with unique benchmarks from millions of dollars in ad spend. So, you don’t just receive a report; you get a clear roadmap. This roadmap boosts ROAS and market share in 90 days or less. We flag the pennies that bleed, surface the keywords that scale, and hard-wire compliance safeguards before Amazon’s policy robots ever knock on your door.

Ready to see how much profit is hiding in your campaigns? Apply for your complimentary PEAK ROAS Amazon PPC Audit today. In a quick call, we’ll gather the right reports. Then, we’ll run them through our advanced audit engine. Finally, we’ll provide you with a prioritized action plan—free of charge, with no strings attached. Harness the insights, implement them with your team, or let our specialists drive the lifts for you. Either way, your climb to peak performance starts here.

 

Amazon PPC Audit Frequently Asked Questions

Q1 – What Is an Amazon PPC Audit, and What Does It Include?

An Amazon PPC audit is a deep diagnostic. It evaluates each layer of a paid search account based on profit and growth goals.

Typical checkpoints include:

• Campaign hierarchy
• Match-type deployment
• Search-term harvesting
• Bid strategy
• Placement multipliers
• Budget pacing
• Conversion assets
• Competitive share of voice.

For example, it starts with structural sanity checks. It later checks wasted spend, bidding logic, placement performance, and harvesting chances. Then, it takes corrective actions.

 

Q2 – Is an Amazon PPC Audit Essential?

Regular audits are crucial for ad health, just as financial reconciliations are for accounting. PEAK ROAS calls audits a “tune-up.” They reveal hidden keyword leaks, seasonality drift, and misaligned goals. If advertisers skip these audits, they risk letting campaigns run for months. This can cause ROAS to drop. Continuous auditing also protects ranking momentum by reallocating wasted budgets. It has been shown to cut ACoS spikes before they damage organic positioning.

 

Q3 – What is the Primary Goal of an Amazon PPC Audit?

The audit aims to turn raw performance data into a clear optimization plan. This plan prioritizes actions that boost profits and support growth. PEAK ROAS shifts from gathering general data during the audit phase to targeting specific KPIs for action later. This change boosts return on ad spend (ROAS) and reduces wasted spending.

 

Q4 – How Often Should You Audit an Amazon PPC Account?

Frequency should match spend velocity. We recommend doing a light audit once a month. For accounts that spend a substantial amount, review them on a weekly basis. Quickly find and fix budget leaks. Also, conduct a full structural review at least every three months. New sellers with lower volumes can use a 30-day cycle. This helps them gather enough data while avoiding reacting to small fluctuations.

 

Q5 – What is the Difference Between Pre-audit and Post-audit Analysis?

Pre-audit work centers on data extraction. This includes 90-day performance, search-term logs, and portfolio budgets. Also, it involves forming hypotheses. No changes are made during this phase. Post-audit analysis turns findings into clear actions. This includes pausing bleed keywords, changing match types, and rebidding placements. It also compares the results after changes to the original baseline.

 

Q6 – Which KPIs are Most Critical During an Audit, and Why?

ACoS and TACoS show how well individual items and the whole catalog perform. ROAS helps us see the revenue effect. CTR tells us about relevance, while CVR indicates listing quality. CPC reveals the level of competition in auctions. PEAK ROAS reveals that these five metrics account for more than 90% of the profit differences in campaigns. So, they are key audit levers.

 

Q7 – What Thresholds Define a “Healthy” Versus an “Unprofitable” ACoS?

PEAK ROAS pegs sub-25- 30% ACoS as efficient for most categories. Some tools, such as Jungle Scout, display a wider range, averaging 25-40%, with some instances exceeding 40%. SellerMetrics focuses on the margin class. They target 10-15% for low-margin SKUs and up to 35% for premium items. Compare break-even ACoS to landed profit margin. This helps avoid false positives.

 

Q8 – How Can I Benchmark My PPC Metrics Against Category Averages?

Perpetua’s Benchmarking tool shows the median CVR, CPC, and ACoS for key Amazon categories. Combining this with SellerMetrics’ CTR/CVR dashboards enables advertisers to compare campaigns easily. It also highlights outliers.

 

Q9 – How Do Budget Caps Influence Daily Performance Interpretation During an Audit?

Amazon averages daily budgets over a calendar month and can overspend by up to 25 % on high-traffic days. DSP datasets indicate that aggressive caps late in the month can lead to delivery spikes. That can lead to pacing shortfalls and distort day-level KPI readings. Auditors should normalize spending to a monthly view before calling a day “under-performing.”

 

Q10 – How Do I Perform a Comprehensive Amazon PPC Audit?

Follow a repeatable framework:

1. Extract 30-90 day bulk data
2. Double-check campaign structure and naming.
3. Score KPIs vs. targets
4. Isolate waste (zero-order search terms, high ACoS ASINs)
5. Harvest converting terms into exact match campaigns
6. Validate bids/placements
7. Map fixes with ROI forecasts.

 

Q11 – What Data Range Yields the Most Reliable Audit Insights?

Early-stage or seasonal products need a 30-day window for flexibility. Mature catalogs, however, require 60-90 days to manage fluctuations and capture restocking cycles. You should take at least 30 days to get meaningful click-to-order ratios. Many practitioners run all three ranges in parallel to spot trend inflections.

 

Q12 – Which Tools Can Automate Negative Keyword Harvesting During an Audit?

Ad Badger’s Negative Keyword tool auto-blacklists bleed terms based on ACoS or zero-order logic. It sends updates back through API. SellerApp’s “ACoS Reducer” rule does similar tasks weekly and keeps logs for audit trails.

 

Q13 – What are the Best Practices for Auditing Sponsored Brands’ Headline Campaigns?

Amazon’s official guide suggests using at least 25 different keywords. That should include broad, phrase, and exact match types. It also highlights the importance of lifestyle images. Set a daily budget of $10 to stay competitive in auctions. Auditors should verify the relevance of the creative to keywords and ensure that negative targeting is enabled.

 

Q14 – How Do I integrate Amazon Brand Analytics search-term reports into the audit?

Download the weekly Search Terms report. Rank the terms by Search-Frequency Rank. Then, cross-match with ad keywords. This will help you identify high-volume gaps or terms with low click-through rates. We list all 15 data columns and explain how to pivot them for opportunity mining. That, along with category ACoS tables, helps improve prioritization.

 

Q15 – How Do I Audit Portfolio-Level Campaign Structures for Enterprise Accounts?

PEAK ROAS suggests grouping campaigns by brand or product line. This way, you can share budgets and make high-level pacing easier. Auditors check that budgets align with corporate targets. They also confirm that reporting hierarchies support profit and loss (P&L) roll-ups.

 

Q16 – How Do DSP Metrics (DPVR, New-To-Brand) Fit into a Unified Audit?

Amazon’s DSP metric glossary defines Detail Page View Rate as DPV ÷ impressions. It’s a mid-funnel quality signal. PEAK ROAS notes that by combining DPVR with NTB%, you can determine whether display spending is expanding reach or simply retargeting existing buyers. Auditors add these to a summary matrix with sponsored metrics. That helps show accurate funnel coverage.

 

Q17 – What Is Amazon PPC Optimization, and How Does the Audit Drive It?

Optimization is a process that repeats. It reallocates bids, budgets, and keywords. The goal is to boost profit and enhance ranking. Seller-side case studies show that audits create a clear backlog. That includes bid cuts and ASIN negations. It feeds into optimization sprints of 15 or 30 days. As a result, sellers see a double-digit percentage rise in ROI.

 

Q18 – When Should I Pause Versus Archive Underperforming Keywords?

PEAK ROAS suggests pausing first. Amazon likes established entities for relevancy scoring. Archiving is final and deletes history. Pause if you expect future seasonality or plan to retest; archive only after ≥10 clicks with zero orders across 60 days and no strategic value.

 

Q19 – How Do Bid-Adjustment Strategies Change After Seasonal Audits?

Our holiday guide suggests raising bids by 30-50% for peak-season keywords. Then, lower them back when the conversion boost fades. We measure similar uplifts and warn against long-term price increases. Post-audit bid multipliers are recalibrated to restore the target ACoS.

 

Q20 – What Metrics Signal Segmentation That Is Too Granular or Too Broad?

Signalytics flags ad groups with fewer than 1,000 impressions a week as too segmented. Additionally, PEAK ROAS warns that campaigns with multiple ASINs can lower conversion rates (CVR) and increase average cost of sales (ACoS).

 

Q21 – How Can I Translate Audit Findings into Match-Type Re-Allocation?

Our harvesting workflow helps us convert auto and broad terms into precise campaigns. That allows us to scale while also adding these terms as negatives in discovery campaigns. We also automate the reverse process—suppressing broad terms while leaving exact terms intact.

 

Q22 – What Common Audit Red Flags Indicate an Urgent Need for Complete Campaign Restructuring?

PEAK ROAS shows monthly audits that highlight issues. These include campaigns with an ACoS of 90% or higher, duplicate keyword cannibalization, and budget-limited best-sellers. These are triggers for immediate restructuring. Adbrew highlights ongoing structural issues. One example is mixing match types in a single ad group.

 

Q23 – How Do I Evaluate Third-Party Automation Rules During an Audit?

PEAK ROAS exposes each rule’s trigger, action, and look-back window. Auditors compare rule outcomes against benchmark deltas in ACoS and ROAS. We recommend turning off regulations that don’t exceed category medians within two cycles.

 

Q24 – What Is the Average Amazon PPC Management Fee, and How Does Auditing Impact This?

Current agency surveys indicate that retainers for small to medium-sized businesses (SMBs) range from $500 to $2,500. For enterprise brands, retainers are typically 10-15% of ad spend. PEAK ROAS demonstrates that documented audit savings, such as a 20% lower ACoS, can help reduce fees or facilitate a switch to performance-based models.

 

Q25 – What Role Does Inventory Health Play in Interpreting Audit Findings?

PEAK ROAS shows that stock-outs hurt rankings and raise CPC. When algorithms limit visibility, it leads to problems. Low inventory tags also lower the click-through rate (CVR), hiding actual ad performance. Audits must, therefore, overlay IPI scores and FBA levels before labeling a keyword “inefficient.”

 

Q26 – How Can I Forecast the ROI of Audit-Recommended Changes?

We recommend using Amazon’s bid simulator or third-party calculators to model delta sales and spending. Scenario testing usually involves bid cuts or shifts in match types. This testing provides ROI ranges that help determine rollouts.

 

Q27 – What Reporting Cadence Best Maintains Improvements After an Audit?

We support weekly KPI flash reports for quick adjustments. Monthly in-depth reviews help with strategic changes. Then, quarterly executive summaries provide an overview of the key developments. An emphasis is placed on a weekly high-level metric deck to ensure anomalies never persist for more than seven days.

 

References

1. Amazon PPC Audit: 10 Steps to Audit an Amazon Ads Account
2. Maximize Sales: Amazon PPC & Product Lifecycle Strategy
3. Amazon Advertising Benchmarks (2024), & Understanding Share of Voice vs Share of Shelf on Amazon
4. The Importance of Having a Seasonal Amazon PPC Strategy
5. Amazon Advertising Stats & Amazon PPC: 12-Point Guide
6. Amazon Total ACoS (TACoS): Introduction to a Key Ad Metric
7. Amazon Advertising Revenue 2024 Report
8. Updating your Sponsored Ads strategy for 2025, the ad optimizer purpose-built for agencies & Amazon and Walmart resource guide for agencies.
9. Amazon Sponsored Ads Guideline and Acceptance Policies
10. Key Amazon Advertising Updates for November 2024
11. 11 Best Amazon PPC Tools in 2025: An Unbiased Review
12. Helium 10 Ads Feature Updates and Releases & Free Amazon PPC Audit Tool
13. Top 18 Amazon PPC Software and Tools to Try in 2025
14. Q2 2024 Benchmark Report
15. Quartile Review: The Best Amazon PPC Software to Automate Your Ads?
16. Quartile for Amazon Ads
17. DataHawk Pricing & Plans: Is It Worth It?
18. Scale Insights vs ChatGPT: The Ultimate Amazon PPC Showdown
19. Key features of the most flexible Amazon PPC software
20. Amazon Statistics: The Ultimate Numbers You Must Know in 2025
21. [PDF] Skai – Q2 2024 Quarterly Digital Trends Report
22. Pacvue’s Q2 2024 Retail Media Benchmark Report