Knowledge Base

Amazon PPC Weekly Audit Checklist (Toolkit)

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What This Is (and What It Isn’t)

This is a weekly health check for your Amazon PPC account.

It is not:

  • A full account rebuild

  • A daily micromanagement routine

  • A one-time cleanup

Instead, it’s a 30–45 minute process designed to:

  • Catch waste early

  • Protect profitability

  • Keep winning campaigns scaling cleanly

Who Should Use This Checklist

  • Sellers running Sponsored Products

  • Brands spending $50/day or more on ads

  • Anyone who wants predictable PPC performance without chaos

Works for both manual and software-assisted accounts.

How Often to Run This Audit

Account Stage

Frequency

New / Launch Phase

Weekly

Growth Phase

Weekly

Mature / Stable

Every 7–14 days

Consistency beats intensity.

Before You Start (5 Minutes)

Pull reports for the last 7–14 days:

  • Campaign performance

  • Search term report

  • Placement report (optional but helpful)

Ignore data with very low clicks — weekly audits focus on meaningful signals, not noise.

The Weekly PPC Audit Checklist

1️⃣ Spend & Budget Control (10 Minutes)

Goal: Make sure budget is flowing to the right places.

☐ Any campaigns out of budget before midday?

☐ Any campaigns spending heavily with poor results?

☐ Budget aligned with business priority ASINs?

☐ No runaway auto campaigns?

Actions to Take:

  • Increase budgets only on proven campaigns

  • Cap discovery campaigns (auto / broad)

  • Pause or limit campaigns bleeding spend

📌 Rule of thumb: If you wouldn’t scale it today, don’t feed it more budget.

2️⃣ Performance Snapshot (10 Minutes)

Goal: Identify what’s working and what’s broken.

Review by campaign:

  • Spend

  • Sales

  • Orders

  • ACoS / ROAS

☐ Any campaigns above target ACoS?

☐ Any campaigns driving most of the revenue?

☐ Sudden performance swings vs last week?

Actions to Take:

  • Tag winners for scaling

  • Flag losers for deeper review

  • Investigate sudden changes (price, stock, reviews)

3️⃣ Search Term Review (Core Step – 10–15 Minutes)

Goal: Eliminate waste and harvest winners.

For search terms with enough data:

☐ High spend, no sales → Negative Exact

☐ Irrelevant intent → Negative Phrase

☐ Converting terms in auto → Harvest to manual

☐ Duplicates across campaigns → Clean overlap

📌 This step alone often saves 10–30% of wasted spend.

4️⃣ Keyword & Bid Adjustments (5–10 Minutes)

Goal: Align bids with performance.

☐ High ACoS but relevant → Lower bid

☐ Strong performance → Small bid increase

☐ Stagnant keywords → Leave or pause

Avoid:

❌ Large bid swings

❌ Bid changes on low-data keywords

📌 Small, consistent changes > aggressive resets.

5️⃣ Placement & Match Type Check (Optional)

Goal: Prevent hidden inefficiencies.

☐ Top of Search performing better than other placements?

☐ Broad match spending too much?

☐ Exact match underfunded?

Actions:

  • Adjust placement multipliers carefully

  • Shift budget from broad → exact if needed

6️⃣ Listing & Conversion Reality Check (5 Minutes)

Goal: Avoid fixing ads when the problem is the listing.

Ask:

☐ Did price change this week?

☐ Any stock issues?

☐ Review count or rating changes?

☐ Images or content recently updated?

📌 Ads amplify listing quality — they don’t fix it.

7️⃣ Document & Plan (5 Minutes)

Goal: Build consistency over time.

☐ Record changes made

☐ Note hypotheses (why changes were made)

☐ Set focus for next week

This prevents reactive decisions later.

Beginner vs Advanced Weekly Audit

🟢 Beginner Sellers

Focus on just 3 things:

  1. Stop obvious wasted spend

  2. Don’t let auto campaigns run wild

  3. Don’t touch low-data keywords

Beginner Rule:

“If it spent more than I’m comfortable losing and didn’t sell — fix it.”

Skip advanced placement and bid fine-tuning early on.

🔵 Advanced Sellers

Add these layers:

  • Different ACoS targets by product

  • Separate brand vs non-brand audits

  • Match-type-level performance checks

  • Incrementality thinking (defense vs growth)

Advanced Rule:

“Every dollar should be intentional — discovery, defense, or scale.”

Common Weekly Audit Mistakes

❌ Auditing daily

❌ Over-optimizing low data

❌ Pausing campaigns instead of fixing them

❌ Ignoring listing conversion issues

❌ Making too many changes at once

Example: A Real Weekly Audit Scenario

Problem:

  • Auto campaign spending $40/day

  • No sales in 7 days

Audit Actions:

  • Add negatives for irrelevant terms

  • Reduce auto budget

  • Harvest 1 converting term to manual

  • Review listing relevance

Result:

  • Lower wasted spend

  • Manual campaign starts converting

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Final Takeaway

Weekly PPC audits are not about perfection.

They are about:

  • Control

  • Consistency

  • Catching problems early

If you run this checklist regularly, you’ll avoid most PPC disasters before they happen.

Please find a fillable full checklist PDF attached!