Product and Market Analysis

Product Price
Product Reviews
Product Images
Overall Market Competitiveness Overview
Checking the right Category

Keyword Bank
Index Checking
Title Optimization
Back end Keywords
Product Image Optimization
Bullets features and benefits
EBC or Product Description
Finding Product Unique Selling Point
Market Competitiveness Analysis

Poor Performer ASIN or SKU Check list

- Check the overall listing optimization
- Check Product Reviews
- Check Buy Box Percentage
- Check your Price Point Competetiveness over the market
 IMPORTANT: Knowing their product numbers like, Selling Price, Product Cos
ACOS
1. Evaluate the Campaign Structure
- Systematic Structure Portfolio Organization
- Scalable Organizational Structure ( having too many SKU in a single adgroup )
- Clear and Organized Naming System

Check the Naming

Highly suggest - 1 ProductScheme
Portfolio - 1and Ad Group
Campaign, Structure
1 Ad Group, 1 SKU and 10 to 15 Max Ke
scheme ( AVOID KEYWORD DUMPING AND HAVE A PROPER ORGANIZATION BASE O
Example:
Auto - SP - Jump Rope ( Discovery and Exposure )
Manual - SP - PT - Jump Rope - ( Offensive )
Manual - SP - Broad - Own Brand - Jump Rope - ( Defensive )
Manual - SP - Exact - Jump Rope ( Ranking )
Manual - SP - Exact - Jump Rope ( Converting Keyword or TOP Performer )
Manual - SP - Phrase - Jump Rope ( Optimization )
Manual - SP - Broad - Jump Rope ( Discovery and Exposure)

SB - Exact - Store Front - Jump Rope ( Ranking )

SB - Phrase - Store Front - Jump Rope ( Optimization )
SB - Broad - Store Front - Jump Rope ( Research and Brand Awareness )

SB Video - Exact - Jump Rope ( Converting KW )

SB Video - Phrase - Jump Rope ( Optimization )
SB Video - Broad - Jump Rope ( Test and Discovery)

SD - Comp. High Price - Jump Rope

SD - Comp. Low Reviews - Jump Rope
SD - Strong Comp. - Jump Rope

2. Check the Product being advertised - atleast 3 months period

- Check the Campaing is Match to the product that is being advertised ( Video Ads )
- Must know if it is an evergreen or seasonal product
- Know the overall market analysis and level competetiveness
- Must be retail ready for the market that customer will like
- Must be a good fit for advertising ( Good Inventory, Good Price, Good Review Count and
Front )
- Checking Sales Unit Sold and Revenue Report over specific period of time
1. Go to Business Report and Donwload each period of month

- Find the Products that are performing well that are contributing to the good performance
- Find the Products that pulling down the numbers or under performing ( Detail Page Sales Tra
- Make a Column for Organic and PPC Units Sold and Sales Generated Comparison

- Create an Invetory and Sales Velocity Momentum Report ( Must have a good inventory level )

3. Checking the Campaigns and Knowing which Campaign, Ad Group t

and Money Makers Checking Ad Spend Per Product
- Checking What Campigns are running per product
Optimization
Ranking

GOAL:
Control, Strengten and Find the Opportunity and Scale

- Where are you spending the most with GOOD return? Opportunity
- Where are you spending the most with BAD return? Wasted Ad Spend
- Which Campaign has the potential to scale but didn't take off due to low budget allocation
- Where are you spending too little and need more work or attention to get more data and o
Analysis )
- Is your CPC are way to expensive that eats your profit margin?
Get the PPC Performance for each product to see the corresponding metrics for Analysis
- Impressions
- Clicks
- Average CPC
- CTR
- Conversion Rate
- Spend
- Orders
- Sales
- ACOS

4. Assess the Keyword and ASIN Targetings in PPC ( Manual and Auto
Knowing which keyword are converting well for the Product
Knowing which keyword are NOT converting and just spending that contributes bad perform

- Portfolio
- Keywords
- Match Type
- Search Term
- Impressions
- Clicks
- CPC
- CTR
- Conversion Rate
- Spend
- Unit Orders
- Sales
- ACOS

Then Sort out the Keyowrd Performances

1. Top Performing Keywords Targeting or Search Terms
2. Bleeders High ACOS / Product about Breakeven ACOS
3. Spending with Zero Sales
4. Under Performing Targeting - Not getting enough information

5. Negatives Keywords Management

- Negative keywords and ASIN Auditing ( reassesing negatives and some good keyword th

1. Check if they are doing negatives on a regular basis

2. Are they doing the negatives the right way
3. Is there a mistake in negative some keywords
4. Do they have a negative keyword bank?

6. Downlading Reports on a Monthly Basis

7 . Reading the and Analyzing Report
Discovery
Optimization
Ranking

Campaign Goals
Reduce ACoS
Increase Sales
Sessions
Units
Spends
Sales
Start broad and move towards more granular optimisations
Prioritise actions based on the immediate goal (reduce ACoS or increase revenue). The goal might not be the same for differen

Increase Sales Reduce ACoS

Campaign Budget Conversion Rate
Budget for Best Selling Products Negative Keywords
Budget for Best Performing Keywords Ad Placement Weighting
Cost per Click (CPC) bids Remove Keyword Duplication
Loosen Match Types Restrict Match Types
oal might not be the same for different campaigns or ad groups
Question 1: Is ACos above target?
Question 2: Are Campaigns Targeting Your Expec
Question 3: How Competitive are Brand and Prod
Question 4: Are Products Being Advertised Again
Question 5: Are Ad Groups Duplicating Keywords
Question 6: Are Ad Groups or Campaigns Under-S
Question 7: Are Campaign Bids Weighted to More
Question 8: Are all Products or Keywords Deliver
Question 9: Which Products Perform Better Withi
Question 10: Is Driving Traffic to our Brand Store
Question 11: Are sales increasing over time?
What specific goal do you need help with PPC right now?
What are the campaigns or structure are you currently runnig right now?
Do you have Brand Registry, Sponsored Brand feature available in your account?
How many Campaugns you are currently running per product and what is the structure?
Is the ACOS doing good so far or need some surgery charot haha.
What is your Overall breakeven ACOS Target and your Overall ACOS last month January.?
What are you currently doing so far strategically in your campaigns.
Have you done some good competitors and customers perception analysis already?
BENEFITS OF AUDITING THE AC
1. CONTROL: Prevent wasteful ad spend
2. STRENGTENING: Improve the ACoS of your ad ca
3. SCALING: Invest your ad spend into the most prof
4. OPTIMIZATION: Discover new keywords to target