What's included in the Self-Service Amazon Ad Audit?

In this article we will go through everything that's included in the Self-Service Amazon Ad Audit

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No matter if a brand manages ads in-house or with an agency, this audit is useful. For brands with agencies, it provides an outside audit that helps demonstrate the efficacy of the agency. For those that manage ads in-house it will not only benchmark the proficiency of management but also work as a guide for further improvements.

 

Agencies use ad audits to benchmark their performance as ad managers and prove value to

customers. In addition they can use the proprietary analysis to enhance their performance and add value for their customers.

 

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The summary provides a high-level overview of ads advertising over the last 30 day. It also provides percent changes vs the previous 30-day period. Metrics captured in the summary include: Ad Revenue, Ad Spend, Clicks, Orders, Cost per Acquisition, Average Order Value, and Impressions.

Ad performance and benchmarking by type including: Product, Brand, Video, and Display. This information is used to identify the best mix of ad types for optimal profitability.

 

Ad performance and benchmarking by Match Type including: Auto, Broad, Exact, Phrase, and Product. This information is used to determine the mix of ad type that can be used for maximum profitability.

 

Ad performance and benchmarking by Branded, Non-branded, and Competitor search terms. This information is used to determine the mix of terms can be used for maximum profitability.

 

Ad performance and benchmarking by Top, Middle, and Bottom of funnel metrics. Terms without sufficient data appear in the “In Research” column. This is used to determine the best way to allocate investments across the marketing funnel for maximum profit.

 

A list of the brand’s most profitable search terms with corresponding Ad Spend, Revenue, Profit, Impressions, Cost per Click, and Conversion Rate for over the period. This is used to identify the most valuable search terms and where additional investment should be made.

 

A list of the brand’s least profitable search terms with corresponding Ad Spend, Revenue, Profit, Impressions, Cost per Click, and Conversion Rate for over the period. This is used to identify search terms that should be reevaluated as they are losing money. This should be addressed strategically not to eliminate short-term investments.

 

A list of the brand’s search terms generating the highest revenue with corresponding Ad Spend, Revenue, Profit, Impressions, Cost per Click, and Conversion Rate for over the period. This is used to evaluate high-performing items and can be compared to the high-profit search terms to increase profitability.

 

A list of the brand’s search terms that have the highest spend with corresponding Ad Spend, Revenue, Profit, Impressions, Cost per Click, and Conversion Rate for over the period. This is used to identify search terms with the highest investment and can identify those terms that need improvements to become more profitable.

 

A list of the brand’s most clicked search terms with corresponding Ad Spend, Revenue, Profit, Impressions, Cost per Click, and Conversion Rate for over the period. This is used to identify the most clicked terms that may have a low conversion rate or high cost per acquisition in order to improve product listings.

 

A list of the brand’s search terms with clicks but no orders along with corresponding Ad Spend, Revenue, Profit, Impressions, Cost per Click, and Conversion Rate for over the period. This is used to quickly identify mismatches between search terms and their corresponding products.