The document summarizes a PPC audit case study. It found that the account had poor performance metrics over 60 days including a high ACoS of 1,111.01%, low CTR of 0.15%, and low CVR of 0.41%. It provided recommendations to restructure campaigns, expand category targeting, harvest keywords from auto to manual campaigns, and test moving sales to top of search placements.

1. PPC AUDIT
CASE STUDY
aldrin aldea

2. OVERVIEW
(PAST 60-DAY PERFORMANCE)
$544.06
PPC Spend
Impressions
Campaigns
PPC Sales ACOS % CVR %
Clicks CTR %
tACOS%
Ave CPC
Ordered Product Sales Advertised ASINs
$48.97
496.2K
34
1,111.01% 0.41%
728 0.15% $0.75
538.99% $100.94 9

3. ACCOUNT STRUCTURE
Basic Portfolio structure is there.
Manual and Automatic campaigns are fairly balanced.
Sponsored Products dominate the total % of Ad Sales.
Sponsored Brands Ads have not yielded a single sale
in 60 days; also spent the most in 60 days.
No Sponsored Brands video ads.
No Product Targeting campaigns.
No Category Targeting campaigns.
No negotiation in Auto and Manual campaigns.
Placement modifiers are in place for some of the
campaigns.
Auto campaigns generated 75.52% of Ad Sales.
34 ACTIVE CAMPAIGNS
Type No. of campaign Sales%
SP 33 100%
SB 1 0%
Targeting No. of campaign Sales%
Manual 24 24.48%
Auto 10 75.52%

4. AWARENESS
CTR %
CUSTOMER JOURNEY
Having 496K impressions in the last 60 days
indicates a wide audience in the product
niche. Considering PPC was ran with
moderate bids, this reach can grow even
further.
However, having a CVR of 0.41% is alarming.
If we are to grow impressions as it is, we are
looking at an exponential growth in
expense rather than sales. Possible affecting
factors are (1) highly competitive niche, or
(2) better products from competitors.
The ratio between impressions and clicks is
not healthy at 0.15% CTR. We are short 0.25%
from the accepted healthy click-through
ratio. This is indicative of a listing issue.
An ACoS of 1,111.01% in 60 days makes it all
too clear that there is an issue.
CONSIDERATION PURCHASE SATISFACTION LOYALTY
496.2K 728 3 98%
48.97
Clicks Positive Rating
Ad Sales
Orders
Impressions
496.2K
CVR %
0.41%
RoAS
0.09
NOT
READY
ACoS %
1,111.01%
Total ad spend
$544.06

5. MATCH
TYPE
IMPRESSIONS CLICKS SPEND SALES ACOS %
6.8k 273 $267.49 $36.98 723.34%
EXACT 1.7k 25 $39.66 $11.99 330.78%
BROAD 2.3k 55 $67.63 $0 NULL
PERFORMANCE BY MATCH TYPE
It is immediately noticeable
that the Fermosa product
line is bleeding on auto and
manual campaigns. There is
also the lack of utilization of
Phrase Match campaigns.
With a large portion of Ad
Sales coming from Product
Targets in the Automatic
campaigns, there might be
some merit to targeting the
ASINs separately.
MATCH
TYPE
IMPRESSIONS CLICKS SPEND SALES ACOS %
AUTO 5,156 244 $241.41 $36.98 652.81%

6. SP KEYWORD CONTROL
Poor keyword conversion does not
give us a lot of data on which
keywords we should focus investing
in and ranking on.
The lack of Phrase Match campaigns
also limits our keyword testing field
prior to exact match promotion.
CONVERTING SEARCH TERMS
NOT IN EXACT MATCH
0
Unique Keywords Converting Keywords
18 2

7. ADVERTISED
ASIN
ADVERTISED SKU IMPR CLICKS CVR CTR SPEND SALES ACOS %
B08QXXXXXX
Apple Cider
Vinegar Bundle
53.4K 54 1.85% 0.10% 60.99 24.99 244.06%
B08QXXXXXX
Bentonite Clay,
16oz
74.1K 99 2.02% 0.13% 87.49 23.98 364.85%
B08QXXXXXX
Charcoal
Shampoo 500ml
34.4K 48 0% 0.14% 51.71 0 -
B08QXXXXXX
Charcoal
Conditioner 500
3.7K 3 0% 0.08% 2.75 0 -
ADVERSTISED PRODUCT PERFORMANCE
We've managed to sell 2 items in the last 60 days: Apple Cider Vinegar Bundle and the Bentonite Clay.

8. PLACEMENT IMPR CLICKS CTR CVR ROAS ACOS % SALES SPEND
PRODUCT PAGES 215.5K 187 0.09% 0.53% 0.03 765.91% 24.99 191.4
FIRST PAGE
TOP OF SEARCH
3.8K 26 0.69% 3.85% 0.18 251.71% 11.99 30.18
REST OF SEARCH 73.4K 140 0.19% 0.71% 0.46 1277.70% 11.99 153.2
SP PLACEMENT PERFORMANCE

9. SP PLACEMENT PERFORMANCE
Based on the 60 day data, we have converted mostly on
product pages.
Aim to test Top of Search placements to see if conversion
is better there as the Spend data indicates that there's
barely any aim for ToS.
Product Pages
51%
First page ToS
24.5%
Rest of Search
24.5%
Product Pages
53.2%
Rest of Search
42.6%
First page ToS
4.3%
SPEND
SALES
PERFORMANCE

10. Campaign Structure - due to poor conversion, we recommend reducing active campaigns to 3 campaigns per
product type: 1 auto, 1 manual research, and 1 category targeting. Adapt the campaign naming convention to
what we typically use.
Category Targeting - This is key for later expansion. We should utilize this to help Amazon index the products
faster in the right category.
Budget should be controlled given the historical bleeding of the product portfolio.
Bid aggressiveness should be low to moderate until we have solved the poor CTR ratio and improved the
listing to be more attractive to buyers.
It is highly recommended to regularly harvest converting Search Terms into manual campaigns.
Product Targeting campaigns should be introduced later once we have established a decent product following
and increased compound metrics (e.g. CTR and CVR), and reduced tACoS.
Utilize campaign bidding strategies and bid placement modifiers to test Top of Search placement.
Mine more keywords and target keywords highly relevant to the products.
Explore manual campaigns targeting Broad, Phrase, and Exact matches for further discovery of new customer
search terms.
Utilize Sponsored Display Ads down the line.
Keep a small and tight campaign set until we have established a decent amount of ranking, then expand
afterwards.
RECOMMENDATIONS

11. RECOMMENDATIONS
SUMMARY
CAMPAIGN SET
RESTRUCTURE
CAMPAIGN
EXPANSION
HARVEST AUTO
CAMPAIGNS
FUNNEL SALES
TO TOP OF
SEARCH

12. Any questions?
ajaldea.asva@gmail.com
WhatsApp: +639291181239
bit.ly/ajaldea_ppc