Free Amazon PPC Audit Tool

Upload your Search Term report

Use a Sponsored Products Search Term report from Amazon Ads. 30 to 60 days gives the clearest picture.

Drop your report here or choose a file .xlsx or .csv · it stays on your computer

How to download your Search Term report

In Amazon Ads, open Sponsored ads reports (under Measurement & Reporting).
Click Create report. Pick Sponsored Products, report type Search term.
Choose the last 30 to 60 days. Daily or Summary both work.
Run it, download the .xlsx or .csv, and drop it above.

Your rules

Set your target and how strict to be. The audit updates as you type.

Target ACoS

Winners and Promising are at or under this.

Way Over line

Above target up to this is Slightly Over. Past it is Way Over.

Winner: minimum orders

Fewer orders under target is Promising.

Loser: clicks with 0 orders

At or over this many clicks is a Loser to negate.

Caution: clicks with 0 orders

From here up to the Loser line is Caution. Below is Noise.

Max bid change

Suggested bids never move more than this from your actual CPC.

Your report is read in your browser. Nothing is uploaded, saved or sent.

Your PPC audit

Ad spend

Ad sales

ACoS

Search terms

Confirmed waste

At-risk spend

Caught by phrase negatives

All no-order spend

Where your spend went

Your action plan

Copy a list straight into Amazon Ads, or download the CSV to see which campaign and ad group each one goes in.

Stop the waste

Negative exact keywords

Losers, plus Winners you're moving to their own exact campaign.

Negative phrases

Words that never converted across several search terms.

Negative product targets

Competitor ASINs that took clicks and never sold.

Grow what works

New exact keywords

Campaign:

New phrase keywords to test

Campaign:

New ASIN targets

Campaign:

Bid changes

Over-target terms to trim, and harvested Winners that can bid higher.

Every search term, sorted

Click a term to see which campaigns and targets it came through.

Search term	Impr.	Clicks	Spend	Sales	Orders	ACoS	CPC	New bid

Run the audit with AI

Copy this prompt into Claude or ChatGPT and upload your report. It uses the same rules and walks you through the results.

You are PPC Auditor, a careful Amazon Sponsored Products analyst. I'm going to upload my Sponsored Products Search Term report (.xlsx or .csv). Your job is to sort every search term, show me how much I wasted, list the negatives to add, suggest bid changes, and draft new campaigns from what's working. Use these exact rules. Don't invent your own.

STEP 1: SETTINGS (ask before you analyze)
Ask me these in one short message, then wait:
1. My target ACoS. Default 30%.
2. Any changes to the default rules below, or "use the defaults".

Defaults: Way Over line = 1.5x target. Winner needs 3+ orders. Loser = 30+ clicks with 0 orders. Caution = 10+ clicks with 0 orders. Max bid change = 50%.

STEP 2: COMBINE
Read the file with code, not by eye. Trim spaces from column headers (Amazon adds trailing spaces). Use: Customer Search Term, Campaign Name, Ad Group Name, Targeting, Match Type, Impressions, Clicks, Spend, 7 Day Total Sales, 7 Day Total Orders (#). Lowercase each search term and add up every row for it across all dates, campaigns and ad groups. Keep a list of the campaign, ad group, targeting and match type it came through. ACoS = Spend / Sales (no sales but spend = "no sales"). CPC = Spend / Clicks.
A search term that looks like b0 plus 8 letters or numbers is an ASIN (a product page placement), not a keyword.

STEP 3: SORT EVERY TERM INTO ONE BUCKET
Terms with orders are judged on orders and ACoS. Terms with no orders are judged on clicks.
- Winner: 3+ orders and ACoS at or under target.
- Promising: 1 to 2 orders and ACoS at or under target.
- Optimize, Slightly Over: has orders, ACoS above target but at or under 1.5x target.
- Optimize, Way Over: has orders, ACoS above 1.5x target.
- Loser: 0 orders and 30+ clicks.
- Caution: 0 orders and 10 to 29 clicks.
- Noise: 0 orders and under 10 clicks. Leave these out of the action plan.
"Already harvested" = a keyword term that already runs as an EXACT keyword with the same text, or an ASIN term that already runs as asin="ASIN" (asin-expanded doesn't count). Don't recommend these as new.

STEP 4: WASTED SPEND
- Confirmed waste (the headline) = spend on Losers.
- At-risk spend = spend on Caution terms.
- Total no-order spend = spend on every term with 0 orders, Noise included.

STEP 5: NEGATIVES (three separate lists)
- Negative phrase: find single words and 2-word phrases (skip words like "for", "the", "and", "with", and 1-letter words) that appear in 2+ different keyword search terms, have 0 orders across all of them, and 30+ total clicks. If a single word qualifies, skip 2-word phrases that contain it. Add each to every campaign and ad group where those terms spent, except an ad group whose own keyword contains the phrase (flag that keyword instead).
- Negative exact: each Loser keyword term, in every campaign and ad group it spent in. Skip Losers already covered by a negative phrase. If the term is that ad group's own exact keyword, say "pause this keyword" instead.
- Negative product target: each Loser ASIN, in every campaign and ad group it spent in.
Also add a negative exact (or negative product target) for each new Winner in every campaign it came from, so its traffic moves to the new campaign.

STEP 6: BIDS
New bid = actual CPC x (target ACoS / actual ACoS), never more than 50% above or below the actual CPC, rounded to the cent. Use it for Winners (starting bid in the new campaign, or a raise if already harvested) and both Optimize buckets. For an Optimize term, name the keyword or target it came through, since that's where the bid lives.

STEP 7: NEW CAMPAIGNS
- "Exact - Winners": every Winner keyword not already harvested, exact match, bid from Step 6.
- "Phrase - Testing": every Promising keyword not already running, phrase match, bid = its actual CPC.
- "Product Targeting - Winners": Winner and Promising ASINs not already targeted. Winners use the Step 6 bid, Promising use actual CPC.
For each, list which existing campaigns it came from so I know which product to advertise.

STEP 8: DELIVER
Give me: a summary (spend, sales, ACoS, the three waste numbers, and the count and spend for each bucket), then the top 10 of each bucket by spend, then each negative list, each new campaign, and the bid changes. Then offer downloadable CSVs: negative-exact, negative-phrase, negative-product-targets, new-exact-keywords, new-phrase-keywords, new-product-targets, bid-changes and full-audit (every term with its bucket).
Keep the explanation plain and short. Don't recommend anything the rules above don't support.

Ready? Start with Step 1.

Open Claude Open ChatGPT

Get the Claude skill

Add PPC Auditor to Claude once. Upload a Search Term report any time and it hands back the audit as an Excel workbook plus the CSVs.

Download the skill file. It's free.
In Claude, open Settings and upload it under Skills.
Start a chat, upload your Search Term report and say "Audit my PPC."

Download the Claude skill

If your Claude plan doesn't offer skills, the prompt does the same job.

How the audit works

Every row for the same search term is added up across dates, campaigns and ad groups, then the term is judged once.
Terms with orders are judged on orders and ACoS. Terms with no orders are judged on clicks. ACoS = spend ÷ sales.
Confirmed waste is spend on Losers only. All no-order spend also counts Caution and Noise terms, which may still convert with more clicks.
A negative phrase is a word or 2-word phrase that shows up in 2 or more search terms, never converted, and has at least your Loser clicks in total. Common words like "for" and "the" are skipped.
New bid = your actual CPC × (target ACoS ÷ actual ACoS), limited by your max bid change. A search term's bid lives on the keyword or target it came through, so the bid CSV names it.
Search terms that look like an ASIN (B0…) are product page placements, so they become product targets instead of keywords.
"Already harvested" means the term already runs as its own exact keyword or ASIN target, so it isn't suggested again.
Sales and orders use Amazon's attribution window in your report (usually 7 days), so the last week of a report can look worse than it is.
Your report is read in your browser. Nothing is uploaded, saved or sent.

Questions about the PPC audit

What is a Search Term report?

It's the Amazon Ads report that shows the actual words shoppers typed (or the product pages they were on) before they clicked your ad. Your keywords and auto campaigns decide where you show up. The search terms show what you really paid for.

Why is Confirmed waste smaller than my no-order spend?

Most no-order spend is spread across terms with only a few clicks. One or two clicks without a sale isn't proof a term is bad, so the audit only calls a term a Loser once it passes your Loser click line. The negative phrases catch the words that keep losing across many small terms.

What should I set my target ACoS to?

Start with your break-even ACoS: your profit per sale before ad spend, divided by your price. If you want ads to be profitable, aim below that. If you're launching and buying rank, you can run above it for a while on purpose.

Should I add every negative and new keyword at once?

Start with the negatives and the Exact – Winners campaign. Those are the safest wins. Add the Phrase – Testing keywords and bid changes next, then run a fresh report in two to four weeks and audit again.

Can I upload this straight into Amazon?

Not yet. The Search Term report doesn't include the campaign IDs Amazon's bulk upload needs. The CSVs tell you which campaign and ad group each change goes in, and the Copy buttons give you lists you can paste into Amazon Ads.

Is my report uploaded anywhere?

No. The file is read by your own browser. Nothing is uploaded, saved or sent to us.

Next steps

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Amazon PPC Audit: find your winners, cut the waste

Upload your Search Term report

Your rules

Your PPC audit

Where your spend went

Your action plan

Stop the waste

Grow what works

Every search term, sorted

Run the audit with AI

Get the Claude skill

Questions about the PPC audit

What is a Search Term report?

Why is Confirmed waste smaller than my no-order spend?

What should I set my target ACoS to?

Should I add every negative and new keyword at once?

Can I upload this straight into Amazon?

Is my report uploaded anywhere?

Keep going

Want this every day?

Harvest and negate like a pro

Business Profit Leak Finder

Amazon PPC Audit: find your winners, cut the waste

Upload your Search Term report

Your rules

Your PPC audit

Where your spend went

Your action plan

Stop the waste

Grow what works

Every search term, sorted

Run the audit with AI

Get the Claude skill

Questions about the PPC audit

What is a Search Term report?

Why is Confirmed waste smaller than my no-order spend?

What should I set my target ACoS to?

Should I add every negative and new keyword at once?

Can I upload this straight into Amazon?

Is my report uploaded anywhere?

Keep going

Want this every day?

Harvest and negate like a pro

Business Profit Leak Finder

Get the Weekly Tool Drop