Amazon PPC Audit Checklist (Free Template)
The copy-and-run checklist template I use to audit Amazon PPC accounts — eight grouped sections, each with the exact thing to check and the red flag that means stop and fix it.
Article summary
The copy-and-run checklist template I use to audit Amazon PPC accounts — eight grouped sections, each with the exact thing to check and the red flag that means stop and fix it.
The checklist itself
Short answer: An Amazon PPC audit checklist is the copy-and-run artifact you work through line by line to find where your account leaks money. The version below is the exact template I use on $10k+/month accounts, grouped into eight checks: account and campaign structure, search-term and negative-keyword review, bids and placement multipliers, budget pacing and dayparting, branded versus non-branded separation, listing conversion-rate context, the wasted-spend hunt, and reporting cadence. Each item has the specific thing to check and the red flag that means stop and fix it. Run it yourself, or have us run it for you.
Where the checklist gets misused
If you want the narrative version, the reasoning behind each step and the order I run them in, that lives in How to Audit an Amazon PPC Account in 90 Minutes. This post is the template, not the story. Open your Campaign Manager, your Search Term Report, and Business Reports in three tabs, and tick these off.
Run it, or have us run it
I keep this as eight grouped sections. Work top to bottom. Note every red flag, fix nothing until the whole pass is done, then prioritize.
About the author
| Check | Red flag | |---|---| | Active campaign count vs. monthly spend | More than 30 active campaigns under $50k/mo spend, or any campaign averaging below $1,500/mo | | Campaigns running 90+ days under $500/mo spend | "Zombie" campaigns with too little data to optimize | | Naming convention | No consistent structure, nobody can tell branded from discovery at a glance | | Match-type isolation | Exact, phrase, broad, and auto all bleeding into the same campaigns |
What should an Amazon PPC audit checklist cover?
Eight areas: account and campaign structure, search-term and negative-keyword review, bids and placement multipliers, budget pacing and dayparting, branded versus non-branded separation, listing conversion-rate context, the wasted-spend hunt, and reporting cadence. Each item should pair a specific thing to check with the red flag that signals a problem, and the audit should end in a prioritized fix list rather than a vague summary.
How is this checklist different from a full audit walkthrough?
This is the artifact — the grouped, tick-box template you run line by line. The narrative walkthrough that explains the reasoning and order behind each step is a separate post. Use the template to actually run the pass; use the walkthrough if you want the why behind each check.
Do I need paid tools to run an Amazon PPC audit?
No. Everything in this checklist uses Amazon's own free data: Campaign Manager, the Search Term Report, and Business Reports for conversion context. Paid tools can speed up the export and sorting, but they add no diagnostic capability the native reports don't already give you.
How often should I run this PPC audit template?
Run the full eight-section audit quarterly. Between full audits, run a mini-pass monthly covering the search-term review, branded split, and wasted-spend hunt — those are the sections that drift fastest on a $10k+/month account.
Can I get this audit done for me instead?
Yes. The done-for-you free Amazon PPC audit works the same eight sections on your account and hands you a written report with every finding and a prioritized fix list, no pitch attached. The checklist is free whether you run it yourself or have us run it.