Audit: Identify campaign structure issues

1. Feature Overview

Audit can help you audit the structural health of your advertising campaigns. Based on the target parent ASIN you choose, Xnurta will analyze the following structural issues for the advertising campaigns under that parent ASIN and provide audit results:

Structural Mix: Whether there is a mix of advertised products, targeting matching methods, and branded/unbranded targets within the advertising campaign.

Structural Deficiency: Based on the lifecycle, competitiveness, spending ability, and category of the ASIN, whether the current advertising campaign's strategy matches the complete strategy for the ASIN.

Unbalanced Structure: Whether there is a situation where certain high-traffic keywords consume most of the budget, preventing other keywords from incurring costs/exposure.

 

1.1 Audit Types

Type	Standard
Promote product split delivery	Within the same ad group, promoted products include only products under a single parent ASIN
Targets match type split delivery	Within the same ad group, only one type of targets match is included
Branded vs unbranded targets split delivery	Branded and unbranded targets should be delivered in separate advertising campaigns
Complete strategy coverage	In the case of sufficient budget, the delivery strategy should be comprehensive enough
Targets spending balance	Each target in the campaign should have sufficient budget

 

1.2 Typical Scenarios

Based on the results of the structural audit, determine the optimization direction for the advertising campaign corresponding to the ASIN.

If the parent ASIN audit result is excellent, it is recommended to create a new managed group, associate existing advertising campaigns, and enable AI management (or choose to join an existing managed group).

If the parent ASIN audit result is average, it is recommended to manually optimize the advertising structure according to the suggestions, then create a new managed group, associate existing advertising campaigns, and enable AI management.

If the parent ASIN audit result is poor, it is recommended to use Xnurta Smart Creation to rebuild a complete advertising structure.

 

1.3 Supported Range

Authorized for SP-API

All SP campaigns

 

2. How to Use

2.1 Create an audit task

2.1.1 Select the parent ASIN to audit

For first-time users who don't know where to start with the audit, Xnurta will recommend products based on the recent performance of the products in the selected profile. Currently, the suggested categories are: high spending, high ACOS, and no sales. After selecting as needed, you can create tasks in bulk.

2.1.2 Set the report update frequency. Currently, we support monthly and weekly automatic updates, or manual updates.

 

2.2 Task Management

2.2.1 You can view all created tasks in the task list and perform the following operations (each account currently has a task limit of 20)

Create new tasks

Manage task status (Activate, Pause). Paused tasks do not support updates

Edit tasks (edit task name, product objects, update frequency)

Manual update (update audit report based on the latest data)

Delete tasks

2.2.2 Click on the task name to enter the audit report.

2.2.3 You can view all historical audit results for the task in the audit results column.

 

2.3 Audit Report

2.3.1 Product Audit Results

Divided into three grades: Excellent, Average, Poor, calculated based on the results of each diagnostic type.

2.3.2 Audit Types

Audit results are divided into two types: Normal, Optimizable.

"Normal" means that there are no anomalies in this suit type.

"Optimizable" means that there is at least one anomaly in this audit type. You can expand to view all anomalous items and details.

 

The audit types are divided into the following five categories:

Split Advertising Products: If the result is "Optimizable", expand to show all advertising campaigns with this anomaly. Each advertising campaign's advertised products (parent ASIN) and audit recommendations are displayed. Click to view specific advertised products (down to child ASIN) by ad group.

Split Targeting Matching Methods: If the result is "Optimizable", expand to show all advertising campaigns with this anomaly. Each advertising campaign's targets matching methods and audit recommendations are displayed. Click to view specific targeting by ad group.

Split Branded/Unbranded Targeting: If the result is "Optimizable", expand to show all advertising campaigns with this anomaly. Each advertising campaign's branded targets quantity and unbranded targets quantity are displayed. Audit recommendations are shown. Click to see specific targeting and brands.

Complete Strategy Coverage: If the result is "Optimizable", expand to show all strategies based on the current parent ASIN's lifecycle, competitiveness, and spending ability recommended by Xnurta. Overlap between current strategies and recommended strategies is shown. Audit recommendations are provided. Click to view details by strategy. Covered: specific targets matched, including advertising campaigns and ad groups. Uncovered: Xnurta target recommendation list.

Balanced Targeting Spending: If the result is "Optimizable", expand to show all advertising campaigns with this anomaly. Each advertising campaign's high-spending targets list and the spending ratio are shown. Click to view the classification of specific targets (high spending, others), spending, spending ratio, and exposure, with 14-day performance data for each indicator.

2.3.3 Audit Recommendations

Based on the product audit results, provide audit recommendations. Quickly jump to Smart Creation, Managed Group, and Ad Management for further optimization.

2.3.4 Other Operations in the Audit Report

Quickly switch to other audit reports.