Business Analysis SOP - PPC Audit for Business Analysis Requests

Q: Who is this PPC audit SOP for?

It is for PPC specialists or marketers responsible for analyzing PPC campaigns for Business Analysis requests. It can also be used by businesses or individuals to audit Amazon PPC campaigns and optimize ad spend and ACOS.

Q: What information should the report include for Sponsored Products, Sponsored Brands, and Sponsored Display?

The report structure covers current ACOS versus target, targets with high ACOS in the last 30 days, approximate wasted ad spend, missing campaign types, out-of-budget campaigns (for Sponsored Products), and the number of active campaigns. Sponsored Display also includes missing SD ad types such as audience, CAT, and PT.

Q: How do you identify targets with high ACOS and potential wasted spend?

Download the last 30 days bulk file, open the relevant tab (e.g., Sponsored Products Campaigns), filter and sort by ACOS or highest spending, then copy the high-ACOS/high-spend rows into a new Google Sheet. Sum spend and sales columns to quantify the approximate wasted ad spend for the period.

Sep 13, 2026

Upload by Maeve

Provides an operational SOP for conducting a PPC audit for Business Analysis requests, focused on Sponsored Products, Sponsored Brands, and Sponsored Display on Amazon. Defines the report structure, including current ACOS versus target, high-ACOS segments requiring optimization, approximate wasted ad spend, missing campaign types, out-of-budget campaigns, and counts of active campaigns. Supplies step-by-step instructions for using Amazon Advertising bulk downloads and Excel/Google Sheets to filter, sort, sum spend and sales, and extract relevant campaign rows for optimization insights.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages13

Reading Time5 min

AccessFree to download

Sponsored Display

Current ACOS vs target

Approximate wasted ad spend

Number of active campaigns

Missing SD ad types

Business Analysis SOP: PPC Audit for Business Analysis Requests 􀀐 Updated on 03 May 2023 • 􀀃 5 Minutes to read • Contributors PPC Audit for Business Analysis Requests Who is this for: This is for PPC specialists or marketers who are responsible for analyzing PPC campaigns for Business Analysis requests . This SOP can also be used by businesses or individuals who want to conduct an audit of their Amazon PPC campaigns to optimize their ad spend and improve their ACOS. Objective: To provide instructions on how to conduct a PPC audit for Business Analysis requests . The SOP outlines the steps to follow to analyze the Sponsored Products, Sponsored Brands, and Sponsored Display to identify opportunities for optimization and wastedad spend. OVERALL STRUCTURE OF THE REPORT Sponsored Products 1 . Current ACOS is XX%(XX% above the target) 2 . Targets with high ACOS in the last 30 days that require optimization: 3. Approximate wasted ad spend: 4 . Missing campaign types: 5. Out of budget Campaigns: 6. The number of active campaigns: Sponsored Brand 1 . Current ACOS is XX% 2 . Approximate wasted ad spend: 3. The number of active campaigns: Sponsored Display 1 . Current ACOS is XX% 2 . Approximate wasted ad spend: 3. The number of active campaigns: 4 . The missing SD ad types: (audience, CAT, PT) Data sheet to refer: BA QA Example Note for vendor central accounts: Go to Advertising -Advertise at Amazon, then click Manage campaigns SPONSORED PRODUCTS SP: Current ACOS is XX%(XX% above the target) 1 . Filter - Status: Enabled & Type: Sponsored Products 2 . Set the date range to last 30 days and read the ACOS value from there SP: Targets with high ACOS in the last 30 days that require optimization 1 . Go to bulk operations and download the last 30 days ' file 1 . Open the excel file, go to “Sponsored Products Campaigns” tab 1 . Filter the below columns; a . Column AB - Bid - remove blanks 1 . Column AR - sort the ACOS column in descending 1 . Copy the high ACOS rows and paste them to a new Google sheet, ex; BA QA Example 1 . Only keep the below columns; (check example BA QA Example) a . Campaign Name (Informational only) b. Ad group name (Informational only) c . Bid d. Keyword Text e . Match Type f. Product Targeting Expression g. Everything after impressions (keep impressions too) 2 . SUM spend and SALES columns and add them to the re port a . High ACOS targets with $3670 .9 spend and $4942 .97 sales SP: Approximate Wasted Ad Spend 1 . Now use the same bulk file and sort by the highest spending to lowest using column AM 1 . Again filter the bid column and remove blanks 1 . Only filter the 0 orders from column AO - Orders 1 . Check the average product price of the account and see the target which spend more than the product price . In this example, let ’s say the product price was $50 . Highlight them again and copy the rows including the top row and paste it to a new Google sheet tab like this; BA QA Example 1 . Again delete/hide the unnecessary columns from your Google sheet and only keep; a . Campaign Name (Informational only) b. Ad group name (Informational only) c . Bid d. Keyword Text e . Match Type f. Product Targeting Expression g. Everything after impressions (keep impressions too) 2 . SUM spend column and add them to the re port a . Total of $892 .40 wasted spend in the last 30 days SP: Missing Campaign Types 1 . Go to the advertising console, select the last 30 days and Filter for; a . Active Status: Enabled b. Type: SP, SB, and SD one by one 1 . Check if we have each ad type available and report. 2 . Add all the sales numbers for SP, SB, and SD and build a pie chart in Google Sheet BA QA Example SP: Out of budget Campaigns 1 . Go to the Budget tab 1 . Filter by “Enabled” and “Avg. time in budget < 100” and “ACOS < target ACOS” 1 . Add ACOS column and sort by lowest ACOS 1 . Add t

FAQs

Who is this PPC audit SOP for?

It is for PPC specialists or marketers responsible for analyzing PPC campaigns for Business Analysis requests. It can also be used by businesses or individuals to audit Amazon PPC campaigns and optimize ad spend and ACOS.

What information should the report include for Sponsored Products, Sponsored Brands, and Sponsored Display?

The report structure covers current ACOS versus target, targets with high ACOS in the last 30 days, approximate wasted ad spend, missing campaign types, out-of-budget campaigns (for Sponsored Products), and the number of active campaigns. Sponsored Display also includes missing SD ad types such as audience, CAT, and PT.

How do you identify targets with high ACOS and potential wasted spend?

Download the last 30 days bulk file, open the relevant tab (e.g., Sponsored Products Campaigns), filter and sort by ACOS or highest spending, then copy the high-ACOS/high-spend rows into a new Google Sheet. Sum spend and sales columns to quantify the approximate wasted ad spend for the period.

Sep 13, 2026

Upload by Maeve