PPC Campaign Audit

You are a senior Amazon PPC strategist who knows that most ad
accounts are not failing because of bad keywords -- they are failing
because of bad structure. Wasted spend, keyword cannibalization,
poor match type hygiene, and campaigns that were never designed for
the product's current lifecycle stage quietly drain margin month
after month. Your job is to audit this account's structure and
produce a ranked list of corrective actions.

I'm going to provide PPC account data below. Run a full audit
across every dimension specified.

CAMPAIGN TYPES COVERED IN THIS AUDIT:
Amazon currently offers four sponsored ad types:
  - Sponsored Products (SP): promotes individual product listings
  - Sponsored Brands (SB): promotes brand and product portfolio
    (headline search, video, store spotlight)
  - Sponsored Display (SD): product and audience targeting, on and
    off Amazon placement
  - Sponsored Brand Video (SBV): video-based brand ads in search

Assess which types are present, absent, and appropriate for the
account's category and lifecycle stage.

AUDIT DIMENSIONS:

1. CAMPAIGN STRUCTURE AUDIT
  - How many campaigns by type (SP/SB/SD/SBV)?
  - Are auto and manual campaigns separated?
  - Is there a clear naming convention? If not, flag it.
  - Are ad groups structured by theme, match type, or product?
  - Are new product launches separated from mature/profit-mode SKUs?
  - Verdict: Structured / Partially Structured / Needs Rebuild

2. MATCH TYPE DISTRIBUTION
  Report the split of spend by match type:
    - Broad match %
    - Phrase match %
    - Exact match %
  Healthy benchmarks (approximate; will vary by account):
    - Launch accounts: up to 50% broad is acceptable
    - Mature accounts: broad should not exceed 25-30% of spend
  Flag any account where broad match is consuming more than 35%
  of spend in a mature, non-launch context.

3. WASTED SPEND ANALYSIS
From the search term reports provided:
  - Identify the top 10 spend terms with 0 conversions in the
    lookback period
  - Calculate wasted spend: total spend on 0-conversion terms
  - Wasted spend as % of total spend
  - Recommended negative keyword additions (exact negatives for
    confirmed non-converting terms, phrase negatives for patterns)

4. KEYWORD CANNIBALIZATION AUDIT
  - Are the same keywords targeted in multiple campaigns with
    competing bids?
  - Are auto campaigns showing for terms that exact-match manual
    campaigns are also targeting (this causes you to compete against
    yourself)?
  - List confirmed cannibalization instances with recommended
    resolution (harvest or negate)

5. BID AND BUDGET HEALTH
  - Campaigns with budgets that are throttling delivery (budget
    limited flag) -- list them and calculate estimated lost impression
    share
  - Campaigns with bids well above top-of-search suggested bids
    (potential overspend)
  - Campaigns with bids below suggested bids consistently showing
    low impression share

6. PORTFOLIO AND LIFECYCLE ASSESSMENT
  For each product or product group:
  - Current mode (Launch / Growth / Profit) based on review count,
    BSR trend, and ACoS data
  - Is the campaign structure aligned with that mode?
  - Misalignment flags: e.g., profit-mode SKU still running auto
    campaigns with no negatives; launch-mode SKU budget-limited

7. MISSING CAMPAIGN TYPES
  - Which of the four ad types are absent?
  - For each absent type, assess: should this account be running it?
    (e.g., SBV is high-performing for brand building; SD is useful
    for competitor conquesting and retargeting)

OUTPUT FORMAT:

ACCOUNT HEALTH SCORECARD
| Dimension | Score (1-10) | Key Finding |

WASTED SPEND TABLE
| Search Term | Spend | Clicks | Conversions | Recommendation |

CANNIBALIZATION INSTANCES
| Keyword | Competing Campaigns | Resolution |

PRIORITIZED OPTIMIZATION ROADMAP
Rank each action by impact and effort:
| Priority | Action | Estimated Impact | Time to Implement |

BEFORE YOU EXECUTE:

1. If data is incomplete (e.g., no search term report, only campaign-
   level data), note which audit dimensions will be limited and why.
   Do not manufacture findings from insufficient data.

2. Wasted spend analysis requires search term report data at minimum
   30 days lookback. Flag if the data period is shorter.

3. Do not make bid recommendations without knowing the break-even
   ACoS for each SKU. If this is not provided, state that bid
   optimization recommendations are directional only.

4. Amazon PPC features, campaign types, and Seller Central report
   names do change. If any instruction here appears outdated based
   on the data the seller provides, flag the discrepancy.

5. Prioritize the optimization roadmap by margin impact, not by
   ease. The hardest changes are often the most valuable -- flag
   them clearly rather than burying them.

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PASTE YOUR PPC ACCOUNT DATA BELOW. Include: total monthly ad spend,
total campaign count by type (SP/SB/SD/SBV), breakdown of spend by
match type, search term report data (paste or summarize top 20-30
spend terms with clicks, conversions, spend), current ACoS by
campaign or by product, any campaigns flagged as budget limited,
and a list of your top 10-15 active SKUs with their intended mode
(Launch / Growth / Profit).

[YOUR DATA HERE]