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Q: What’s included in a professional Amazon PPC audit?

A complete Amazon PPC audit typically includes campaign and ad group structure analysis, keyword targeting and match type assessment, search term performance review, bid strategy and placement optimization, negative keyword usage, product listing conversion audit, review of ad format utilization (SP, SB, SD), ACoS and ROAS benchmarking, and external traffic and pixel tracking review.

Even veteran Amazon sellers often struggle to decide whether to pause a bleeding keyword or to give it more time. Leveraging millions of dollars in managed Amazon ad spend, our Amazon PPC Audit replaces gut feeling with statistically significant findings and actionable recommendations.

✔Even experienced sellers struggle to manage search term overlap, leading to wasted ad spend.

✔Setting the right bids means optimizing not just for ACoS, but for incremental ACoS to maximize profit.

✔Sustainable performance requires the ongoing elimination of underperforming search queries - based on statistically significant insights.

Get a FREE HUMAN Amazon Ads Audit

Why You Need an Amazon Ads Audit (Conducted by a Human)

Many Amazon ad audit reports are automated using AI. While we embrace AI for data processing and analysis tasks, we view it as a tool in the toolbelt - not a replacement for an Amazon Ad strategist. Our Amazon PPC audits are led by experts with 10+ years of experience, leveraging human insight and product vertical-specific experience. This allows us to provide you with a roadmap to overhauling your Amazon campaign performance as opposed to generic AI recommendations.

Our 8-Point Amazon PPC Audit Checklist

Inefficient Campaign Structures

Common structure inefficiencies involve having a targeting approach that is too broad and that fails to prioritize high-performing keywords, not segmenting out brand searches and running different ad types (i.e. Sponsored Products and Sponsored Brands ads) for the same SKUs without proper guardrails in place.

Missing out on Negative Keyword Opportunities

Not regularly weeding out irrelevant keywords is a costly mistake that can end up eating a big chunk of your ad budgets (with no real chance of driving sales). Being on top of your search term report is key.

Overbidding on Low-Converting Terms

Bidding for converting keywords makes sense, but what is the right amount? Getting conversions at any cost is often not worth it because cheaper and thus more economical conversion opportunities can often be found elsewhere.

Sending Traffic to Unoptimized Product Listings

Many times performance issues are not actually linked to advertising campaigns, but can be traced back to non-optimized listing copies, poorly written product titles or inefficient listing images (more about our Amazon Listing Optimization Services).

Not Utilizing all Amazon Ad Formats

Most sellers start out with Sponsored Products Ads. And that usually makes a lot of sense. These standard text based ads can deliver strong results and don't require any creatives. But especially when you manage your own brand, there comes a time when you need to also invest in Sponsored Brands ads and Amazon display ads to keep growing by building a strong and differentiated brand.

Not Reviewing Ad Performance Frequently Enough

While there are many keywords that tend to perform well over time, responding fast to seasonality and behavioral shifts is key to outsmarting the competition. So rather than just relying on the one-off results of an Amazon Ads performance review, we set up automated dashboards for all our clients to constantly have a finger on the pulse and to stay ahead of algorithm swings.

Relying Only on Auto Campaigns

This is a mistake we mostly see with less experienced sellers. We have found that automatic campaigns can be helpful when scaling accounts and also in the initial keyword discovery period of sellers new to amazon advertising. However, in the long-run performance is often inferior to well-managed manual campaigns (Amazon automatic vs manual campaigns).

Missing Out on External Traffic Opportunities

While this is not technically a component of an Amazon PPC effectiveness assessment, it is something we always evaluate. To succeed on the Amazon marketplace, you need to figure out how to drive traffic to your Amazon listings in the most cost effective way. This often involves optimizing Google Ads for Amazon listings or running Meta Ads Management for Amazon listings.

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How to Get a Free Amazon Advertising Audit

You have two choices. You can perform the manual audit using the 8-point framework above yourself, or you can reach out to us and let us audit your account - for free, no strings attached. Get AI-supported, but human-led insights into how you can move the needle.

Option A: Follow our Amazon Ads Audit Checklist Above

Free /account

High-level health check

✔ Identify Top 3 Sources of Wasted Spend

✔ Great for sellers with limited budgets

✔ Ideal if you just want to sense-check your setup

Best Value

Option B: The Deep-Dive Forensic Audit

Free /account

Full Comprehensive Report

✔ Great for sellers with significant ad spend

✔ Ideal if you have hard to crack challenges

✔ Select if you want to scale faster

Get Audit for Free

Grow FBA Sales with a Free Expert Review of your Amazon Advertising Campaigns

$600M+

Sales since 2021

+30%

Average Market Share Increase

45+

Total Team Years of Amazon Experience

Testimonials from our clients

We switched to SellerMetrics for Amazon PPC management after 6 months of flat sales. With their help, we are back to growing 5–10% each month while keeping our TACOS below 15%. We have a dedicated account manager, and if we need more help, Rick is always available

Janelle M

I've been enjoying working with SellerMetrics for almost a year now. The SellerMetrics team goes above and beyond. They make it easy and stress-free, which is exactly what you want from an agency. It's nice to have someone on your side who knows everything there is to know about advertising on Amazon. If you're looking for a great Amazon PPC company, I really like SellerMetrics.

Nick Jackson

Using SellerMetrics Amazon PPC managed service allows me to free up my time for the other things that matter. I have been impressed with the team’s data-driven approach. Unlike other Amazon PPC agencies, their methods are cutting edge, transparent and it works!

Jessica Brandt

SellerMetrics is the one-stop shop for all your Amazon Advertising needs. Whether you’re a first-time user, who simply wants to press a single button to create a high performance fully automated campaign structure or a veteran of PPC who wants to manage their campaigns directly but save time using SellerMetrics’ intelligent bulk and filtered changes, this is the platform for you.

Ralph Kern

Three Reasons to Choose us to audit your Amazon Ads

Founded by Sellers

Our Amazon seller agency was founded by Rick Wong, a former Amazon Seller who achieved a 7-figure brand exit.

Results Focused

We provide expert Amazon Advertising Management Services and look at your FBA business holistically. Starting with the lowest hanging fruits to boost sales.

Proven Track Record

Since 2001 we have helped our 30+ clients generate more than $600M in sales on Amazon.

Case Studies

Improving Keyword Rankings to Grow Sales by 60%
($2.6M to $4.2M ARR)

Growing an F&B Brand's Amazon Sales by 80% YoY

Applying the 80/20 rules to Amazon PPC optimization

Dayparting strategy to increase ROI by 40%

KDP Author increases his KENP Reads increase 200% for Sci Fri fiction series

Advance low bid strategy to help a Yoga brand launch in Amazon Canada and UK

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FAQ: Amazon PPC Audit

What is an Amazon PPC audit?

An Amazon PPC audit is a comprehensive review of your Amazon advertising campaigns—specifically Sponsored Products, Sponsored Brands, and Sponsored Display. It identifies inefficiencies, wasted ad spend, and missed opportunities by analyzing campaign structure, keyword performance, targeting strategies, bids, and listing quality.

Why should I audit my Amazon PPC campaigns?

Regular audits help you uncover hidden issues like keyword overlap, irrelevant targeting, poor bid allocation, or underperforming listings. Auditing ensures your ad spend is aligned with your profitability goals and allows you to scale high-performing campaigns while cutting out what’s not working.

How often should I run an Amazon PPC audit?

A thorough audit should be carried out at least once per quarter (in addition to more high-level monthly performance reviews). We also suggest leveraging automated Amazon PPC performance dashboards to spot performance changes faster.

What’s included in a professional Amazon PPC audit?

A complete Amazon PPC audit typically includes:

Campaign and ad group structure analysis
Keyword targeting & match type assessment
Search term performance review
Bid strategy and placement optimization
Negative keyword usage
Product listing conversion audit
Review of ad format utilization (SP, SB, SD)
ACoS and ROAS benchmarking
External traffic and pixel tracking review (if applicable)

How do I know if I need an Amazon PPC audit?

If you’re experiencing rising ACoS, flatlining sales, poor conversion rates, or confusion about which keywords are truly profitable, it’s time for an audit. Audits are also essential if you’re preparing to scale, launching new products, or haven’t reviewed your PPC data in over a month.

Can I do an Amazon PPC audit myself?

Yes, you can. It however requires a solid understanding of Amazon Ads, keyword data, bidding strategies, and campaign structure. Most sellers benefit from using an experienced Amazon PPC agency that has visibility across multiple accounts and benchmarks, allowing for deeper insights and faster action. If you want us to conduct a free and comprehensive audit of your account with no strings attached, get in touch with us!

How long does a PPC audit take?

A manual Amazon PPC audit typically takes anywhere from 4 to 10 business days, depending on the size and complexity of the account. Automated tools can provide faster results, but they often lack the contextual judgment that a human expert provides and provide advice may not always lift performance.

Will an audit improve my ACoS?

An audit itself won’t directly improve performance, but it provides the insights you need to take targeted action. By identifying where your spend is inefficient and what’s working well, you can implement changes that lower ACoS, and improve overall ad profitability.

Do you offer a free Amazon PPC audit?

Yes. At SellerMetrics, we offer a complimentary Amazon PPC audit snapshot that highlights key opportunities and red flags in your account. It’s a fast, low-risk way to gain clarity on your ad performance and see if a full-scale optimization is needed. Contact us to get started!