let’s talk about auditing your Amazon account.

It’s like giving your business a yearly check-up making sure everything is running smoothly and finding areas where you can improve.

You don’t want to just be blindly throwing money at ads right?

Ready to boost your Amazon sales? 🔥 Dive into a deep dive with this free Amazon audit and discover hidden opportunities to optimize your listings, campaigns and bidding strategy. Get your free audit now!

Table of Contents

Diving Deep: A Look at Your Amazon Account Performance

Think of it like this: You’ve got a shop on Amazon and your goal is to get people to find it like it and buy from you.

You need to know what’s working what’s not and how to make things even better.

That’s where auditing comes in.

It’s your chance to see how your listings are performing how your campaigns are structured and how your budget is being used.

Listing Optimization: Make Your Products Shine

The first thing you want to look at is your listings.

This is your virtual storefront so it needs to be top-notch.

We’re talking about compelling images catchy titles detailed descriptions and even videos to really grab attention.

Click-Through Rate (CTR) and Conversion Rate (CVR): A Powerful Duo

Think of it like this: CTR is how many people see your listing and click on it.

CVR is how many of those people actually buy your product.

You want both of those numbers to be high!

High CTR Low CVR: People are clicking but not buying. Your listing might be attracting attention but your product details aren’t convincing enough. Maybe your descriptions aren’t detailed enough or your pricing isn’t competitive.
Low CTR High CVR: People aren’t finding your listing but those who do are buying. You need to work on your keyword strategy and optimize your listing to get more people to see it.

Here’s where you need to dig in:

Keywords: Are you using the right keywords that people are searching for? Use tools like Helium 10 or SellerApp to do your keyword research and make sure you’re targeting the right audience.
Images: Are your product images high quality eye-catching and show off your product in the best possible light? They should be professional and visually appealing.
Title: Is your title clear concise and includes relevant keywords? You only have a limited number of characters so use them wisely.
Bullet Points: Are your bullet points clear concise and highlight the key features and benefits of your product? Each bullet point should emphasize a specific selling point.
A+ Content: If you’re eligible are you using A+ Content to showcase your product in a more visually appealing way? A+ Content can include high-quality images videos and even interactive elements.

Think of it like this: A well-optimized listing is like a beautifully-wrapped gift. It catches people’s eye makes them curious and makes them want to see what’s inside.

Campaigns: Getting Your Ads Right

Now let’s talk about campaigns.

This is where you’re actually spending money to get your products in front of more people.

You need to make sure you’re spending your budget wisely.

Campaign Structure: Keep It Tidy

Portfolios: Group your campaigns by product so you can easily see how each product is performing. This way you can easily identify if one product is consistently underperforming.
Naming Conventions: Use a consistent naming convention so you can easily identify your campaigns. For example you might use the product name the keyword or the type of campaign (automatic or manual).

Think of it like this: A well-organized campaign structure is like a well-organized filing cabinet. You can quickly find what you need and everything is in its place.

Single Ad Group: Focus Your Budget

Why use multiple ad groups when you can focus all your budget on one? This way you can ensure that your budget is being used effectively.

With multiple ad groups you can’t be sure that each one is getting enough attention and that could lead to wasted spend.

Match Types: Separate and Conquer

Make sure your automatic campaigns are separate from your manual campaigns.

Automatic campaigns can be good for finding new keywords but manual campaigns allow you to have more control over your bidding strategy.

Keywords: Don’t Go Keyword Dumping

Keyword dumping is when you try to cram too many keywords into a single ad group.

This can actually harm your campaign performance because your ads might not be relevant to all those keywords.

It’s like trying to fit too many things into a small suitcase.

Keyword Segregation: Group your keywords based on their search volume and performance. You want to focus your attention on the keywords that are driving the most traffic and conversions.
Branded Keywords: Keep your branded keywords separate from your generic keywords. Branded keywords usually have a higher purchase intent so you can use them to drive more sales.

Budget: Don’t Let Your Money Go to Waste

Your budget is your fuel for your campaigns.

Make sure you’re setting a budget that’s high enough to meet the demand for your product but not so high that you’re wasting money.

Assess Performance: If a campaign is performing well consider increasing your budget to drive more traffic and sales. But if a campaign is underperforming you might want to reduce your budget or consider other optimization strategies.

Bid Adjustments: Get More Bang for Your Buck

Bid adjustments are a great way to optimize your bids based on different factors such as the placement of your ads the time of day or the device that someone is using.

Evaluate Performance: If a bid adjustment is working well you might want to increase it. If it’s not working you might want to reduce it or turn it off.
Experiment: If you haven’t already set up bid adjustments experiment with different adjustments to see what works best for your campaigns.

Search Terms: Listen to Your Customers

Search terms are the words or phrases that people use when they’re searching for products on Amazon.

By looking at your search terms you can see what keywords people are using to find your products and identify new opportunities to reach a wider audience.

Identify Profitable Search Terms: If you see search terms that are driving a lot of traffic and sales add them to your keyword lists.
Exclude Irrelevant Search Terms: If you see search terms that are irrelevant or not profitable add them to your negative keyword lists. This ensures that your ads are only shown to people who are truly interested in your products.

Bidding: Get the Most Out of Every Click

The last step in your audit is to evaluate and optimize your bids.

You want to make sure you’re bidding the right amount for each keyword and product target.

Increase Bids for High-Performing Keywords: If a keyword is performing well and has a low ACoS (advertising cost of sale) increase your bid to get more visibility.
Decrease Bids for Low-Performing Keywords: If a keyword is underperforming and has a high ACoS decrease your bid to avoid wasting money.
Give Underperforming Keywords a Second Chance: If a keyword has low or zero impressions consider increasing your bid to give it a boost.
Make Incremental Adjustments: Don’t make drastic changes to your bids. Make small adjustments like $0.05 at a time to see how they affect your performance.

Don’t Forget the Big Picture

Remember auditing your Amazon account is an ongoing process.

You need to do it regularly especially as your business grows and changes.

By taking the time to do a thorough audit you can identify areas where you can improve increase your sales and maximize your profits.

A Guide to Self-Auditing your Amazon Account