2. Are campaigns organized by product category or ASIN group?
Mixed-category campaigns make it hard to interpret performance data accurately.
Relying on a single ad type leaves visibility and retargeting opportunities on the table.
4. Is there a clear naming convention across campaigns?
Disorganized naming makes ongoing management and reporting unnecessarily difficult.
Keyword Strategy (Points 5-8)
Search term harvesting from broad/phrase campaigns into dedicated exact match campaigns improves control and efficiency.
6. Is there an active, regularly updated negative keyword list?
Without ongoing negative keyword additions, budget leaks into irrelevant search terms over time.
7. Are bids adjusted based on actual conversion data, not left at default?
Static bids that never change based on performance are a sign of unmanaged campaigns.
8. Is keyword research revisited periodically, not just done once at launch?
Search trends shift — keyword strategy should evolve with them.
9. Is ACoS tracked at the campaign and keyword level, not just account-wide?
Account-wide ACoS can hide individual campaigns quietly losing money.
10. Is TACoS (Total ACoS) tracked alongside ACoS?
TACoS gives a fuller picture of how advertising is contributing to overall sales, including organic lift.
11. Are impressions and click-through rate reviewed, not just conversions?
Low CTR despite good impressions often signals a listing or creative problem, not just a targeting one.
12. Is spend compared against a defined target ACoS, not just "however much converts"?
Without a target, it's hard to know whether current spend is actually efficient.
Reporting & Process (Points 13-15)
You should be able to see exactly what's working without having to dig through Seller Central yourself.
14. Is there a documented process for testing new campaigns or keywords?
Ad hoc changes with no testing structure make it hard to know what's actually driving improvement.
Great campaigns can't fix a weak listing — the two should be reviewed together, not in isolation.
Scoring Your Own Campaigns
- 12-15 checked: Your PPC management is in solid shape
- 7-11 checked: There's meaningful room for improvement and likely wasted spend
- Below 7: Your campaigns are very likely underperforming, and professional management would probably show quick, measurable improvement
How to Use This Checklist When Evaluating an Agency
- Ask any prospective agency to walk through how they'd address each of these 15 points for your account
- Vague or generic answers to specific checklist items are a red flag
- A confident, specific answer to each point suggests real operational experience, not just sales talk
Getting Started
Get a Professional PPC Audit
- Share your current campaign structure and performance data
- Receive a scored review against this exact 15-point checklist
- Get a prioritized action plan for the items scoring lowest
Conclusion
This checklist gives you an honest, structured way to see where your Amazon PPC actually stands — whether you're managing it yourself or deciding if it's time to bring in help. Most sellers are surprised by how many of these 15 points aren't being actively managed.
Want a professional to score your campaigns against this checklist? Contact us for a free PPC audit.
Key Takeaways
- Structure campaigns logically by product category and match type for better control.
- Actively manage negative keywords and promote high-converting terms to exact match campaigns.
- Monitor both ACoS and TACoS to ensure overall account profitability and growth.
- Regularly review impressions, CTR, and conversion data to optimize bidding strategies effectively.
- Ensure agencies provide transparent reporting and follow documented processes for testing new tactics.
FAQ
Why is separating campaigns by match type important?
Separating campaigns by match type allows you to control bids more precisely and allocate budgets effectively. By isolating broad, phrase, and exact matches, you prevent keyword overlap and ensure that your highest-performing search terms receive the appropriate investment, which prevents waste and improves your overall campaign efficiency.
What is the difference between ACoS and TACoS?
ACoS measures the advertising cost relative to the sales generated directly from ads. In contrast, TACoS, or Total ACoS, compares advertising spend against total organic and paid sales. Tracking TACoS provides a more accurate picture of how your advertising impacts your overall business health and long-term brand growth.
How often should I review my negative keyword list?
You should review and update your negative keyword list at least weekly to ensure you are not wasting budget on irrelevant search terms. Regular maintenance prevents your ads from appearing for unprofitable queries, ultimately protecting your margins and improving the relevance of your traffic as your advertising data evolves.
Yes, listing quality is critical because poor images or weak copy will lower your conversion rate, even if your ads attract traffic. A low conversion rate hurts your Ad Rank and increases costs, so always optimize your product pages alongside your ad campaigns for the best possible results.
