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Retail Media Checklist

20 questions to audit your marketplace ads on your own. Tick the ones you can answer "yes" to; the unticked ones are where to start.

0 / 20 ticked

1. Goals and measurement

Every campaign has one primary goal (visibility, conversion or profitability) and the KPI is chosen accordingly.
You track ROAS together with ACoS/TACoS and new-to-brand share, not ROAS alone.
Ad sales and total (organic + ad) sales for the same products are reported side by side.
Your break-even ROAS per product or category is calculated from margin, commission and shipping costs.

2. Product and listing readiness

Advertised products are in stock, with stock covering at least the planned campaign period.
Titles, images and attributes are complete; main keywords appear in the title and description.
Price is competitive against the buy box / similar sellers before spend is increased.
Rating and review volume of advertised products is at least on par with competitors in the same search results.

3. Campaign structure

Brand, category and competitor keywords are in separate campaigns or ad groups.
Automatic campaigns are used for discovery; well-performing search terms are moved to manual campaigns.
Negative keywords are added for irrelevant or loss-making search terms.
Hero, new and long-tail products are separated so the budget is not consumed by one product.

4. Bids and budget

Bids are reviewed by keyword performance at least weekly, not set once and left.
Campaigns do not run out of budget early in the day (no lost impressions due to budget caps).
Placement / position bid adjustments are tested on top-of-search and product-page placements.
Budget is planned up front for campaign days and peak periods (e.g. 11.11, Black Friday, payday).

5. Reporting and routine

Search term reports are reviewed regularly; new keyword ideas and negatives come from there.
There is a weekly 30-minute review routine with a short list of decisions taken.
Results across marketplaces (e.g. Trendyol, Hepsiburada, Amazon) are compared in one table with the same metrics.
Tests (new bid, new creative, new product) are changed one at a time and given enough time to read.

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