How to Save Hundreds with a Quick PPC Audit in Adtomic
Managing Amazon advertising campaigns can be challenging, especially if you're not monitoring your account closely. If you're using Helium 10’s Adtomic for the first time, here’s a quick yet essential audit strategy to help you cut wasted spend and increase profitability in just a few minutes.
Why Perform an Advertising Audit?
If left unchecked, your campaigns can rack up clicks without generating any orders—wasting hundreds or even thousands of dollars. With this audit process, you’ll quickly identify and stop unproductive search terms and targets, helping you save money immediately and boost your ad performance.
Step 1: Search Term Audit
This step is crucial for auto, broad, and phrase match campaigns. These campaign types allow Amazon to target a variety of search terms, some of which may generate clicks but no orders.
How to Perform a Search Term Audit in Adtomic
1. Go to the Analytics Page: Navigate to Adtomic’s Analytics section and switch to the Search Terms tab.
2. Set the Date Range: Look at the last 60 to 90 days of campaign data (or longer if this is your first audit).
3. Filter for Zero-Order Search Terms: Set advertising Orders to minimum 0, maximum 0.
4. Find Search Terms with High Clicks but No Orders: Add another filter to show search terms with at least 30 clicks (you can adjust this threshold based on your situation).
Example: If a search term has 30 clicks but no sales, the chances of it converting on the next click are low. If left unchecked, Amazon will continue serving your ad for that term, wasting more budget.
5. Apply a Negative Match: For auto, broad, or phrase campaigns, negative match these search terms to prevent them from showing up in future ads.
6. Manual Campaigns Caution: While you can negative match keywords in manual campaigns, we suggest focusing on auto or broad campaigns for more effective visibility and optimization.
Step 2: Target-Level Audit
The second step involves auditing at the target level, which includes keywords and ASINs across various campaign types, such as auto, broad, and exact match campaigns.
How to Perform a Target-Level Audit in Adtomic
1. Go to the Target Tab: In Adtomic’s Analytics page, switch to the Targets section.
2. Filter for Zero Orders: Similar to the search term audit, set advertising Orders to 0.
3. Set a Click Threshold: Filter for targets with 30 or more clicks (or another number that makes sense for your campaigns).
4. Pause Non-Performing Targets: Identify targets with high clicks but no sales and pause them to prevent further budget waste.
Example: If a target has generated $300 in spend with no sales, pausing it can prevent future losses. A two-minute audit like this can immediately save hundreds of dollars in wasted ad spend.
When Should You Run This Audit?
- Before Creating New Campaigns: Performing this audit as soon as you start using Adtomic will help you clean up your existing campaigns and avoid unnecessary losses.
- Regular Maintenance: Even if you’re an experienced seller, doing this every 60-90 days ensures you keep your campaigns optimized.
Why This Audit Matters
This simple audit takes just 2 to 10 minutes but can save you hundreds, if not thousands, of dollars in wasted ad spend. Every click without a purchase drains your budget—so identifying and blocking these unproductive terms and targets is critical.
Bonus Tips for Effective Audits
Adjust Your Click Threshold: The suggested threshold is 30 clicks, but you can modify it based on your product’s price point and expected conversion rate.
- Stay Flexible: While negative matching works well for auto and broad campaigns, keep your strategy adaptable for manual campaigns to maintain visibility into how each target performs.
- Monitor Regularly: Advertising campaigns need ongoing attention. Even if your first audit shows minimal wasted spend, future audits may uncover new problem areas.
Conclusion: Save Money, Increase Profitability
Whether you’re just starting with Adtomic or you’ve been running Amazon campaigns for a while, this quick audit is a must-do step. Before diving into advanced features or launching new campaigns, audit your search terms and targets to stop unproductive ads from draining your budget.
By spending just a few minutes identifying and removing underperforming terms and targets, you’ll immediately increase your ROI (return on investment) and keep your campaigns running efficiently. Start your audit today and see how much you can save!
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