Our Expert’s Ad Audit & Optimization Process
At the core of our optimization process is a customized Excel sheet created specifically for auditing and optimizing ad accounts. This tool is more than just a tracker—it's a roadmap that helps identify inefficiencies, prioritize tasks, and outline clear next steps.
The process is broken down into 4 key sections:
- Tasks: Areas requiring attention and performance analysis.
- Priority: Tasks are assigned a priority level based on the time required to complete them and the speed at which they can deliver results. The most impactful tasks with the quickest turnaround are prioritized first.
- Objective: Tasks are categorized based on whether the focus is cost-efficiency or growth, tailored to the client's account performance and setup. When managing an account, our expert focuses first on cost-efficiency to secure short-term wins, and only after cost-efficiency tasks are optimized, he dives into growth strategies.
- Notes: For each task, our specialist documents actionable steps to improve performance.
Areas our specialist focuses on:
1. Targets with Spend and No Sales
The first task is identifying where money is spent without return. If a keyword has a significant spend but no sales, it’s paused to recover wasted ad spend.
2. High ACoS Targets
High ACoS comes from keywords that generate sales but at a high cost. Instead of pausing them entirely, which would cut valuable sales, we lower bids to improve ACoS while maintaining sales.
3. Sponsored Brands
Much like Sponsored Products, Sponsored Brands campaigns often contain both profitable and unprofitable keywords. We optimize these by pausing underperforming targets and adjusting bids on high ACoS keywords.
4. Advertised Products Performance
When optimizing for cost efficiency, our expert reviews both ad spend and product performance. Campaigns often target keywords applicable to multiple products. For example, "Korean skincare" might include a moisturizer, sunscreen, and other items, but not all of these will perform equally. By pausing underperforming products, you can create more targeted campaigns, improving sales potential.
This task enhances cost efficiency by cutting wasted spend and reveals growth opportunities by identifying high-performing products with low spend, allowing us to refine the strategy and drive more sales.
5. Placements Bids
Amazon ads can appear in three key placements: Top of Search (beginning of the page), Rest of Search (middle or end), and Product Detail Pages (inside listings). Each placement allows you to bid higher to prioritize visibility.
This task involves reviewing performance across placements and adjusting bids accordingly. For instance, if you’re spending 30% on Top of Search with an 11% ACoS, you could reduce the bid to improve cost efficiency. The goal is to optimize placements by increasing bids for effective ones and lowering them for underperforming placements.
6. Budget in Underperforming Campaigns
If a campaign has a high budget but isn't delivering strong results, it's crucial to lower the daily budget for better control over ad spend and to align with target goals. Once the campaign achieves the desired ACoS, you can gradually increase the budget to scale effectively.
7. Sponsored Display Campaigns
Our specialist places special emphasis on Sponsored Display ads. While they may have lower conversion rates, they offer key advantages:
- Remarketing Campaigns: These ads allow you to retarget people who viewed your listings but didn’t purchase, converting high-intent buyers who just need a final push.
- Visual Appeal: These ads can include images or videos, making them especially effective for products like skincare and beauty items, where seeing the product in use can drive more sales.
8. Top of Search
This means analyzing opportunities to increase visibility by bidding more for Top of Search placements, which often leads to higher sales and better overall performance.
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