How to Structure Amazon PPC Campaigns for Greater Results

There are many guides online that will help you with Amazon PPC strategies. You’ll find plenty of information on strategies you can employ to make money using sponsored ads. There’s nothing wrong with that. They are generally strategies used effectively by successful sellers. 

However, I’ve noticed one glaring gap. Some fundamentals are hardly discussed, especially a simple topic like the PPC campaign structure. That’s what I want to do here. 

Why you Need to Structure Your PPC Campaigns

I’ll be honest here. An organized campaign is not going to propel your business into seven figures. However, an organized campaign makes it easier for you in the long-run. It can even have a direct impact on your bottom line. 

Here’s how I look at it:

  • It makes it easier for you to manage your campaigns effectively. 
  • Better campaign management will help you minimize wasted ad spend
  • It ensures that your ads don’t accidentally compete against each other  

I mention these points from experience. There have been multiple cases where clients have approached us at SellerApp with lackluster PPC campaigns. One of the glaring errors that we usually notice is campaign structure – ad groups that make no logical sense, campaigns cannibalizing each other, or even something as simple as not having a proper naming convention. 

These issues are not as pronounced when you have a small product portfolio. Poorly conceived ad groups might lead to inefficient ad spend, but the major problems begin when you start to expand and grow. Naturally, the number of PPC campaigns also increases as your business grows. This is when a poor campaign organization starts to negatively impact your profits.  

You can easily avoid these problems with a proper Amazon PPC campaign structure for your business. 

Now that you know your targeting and match type options, let’s take a look at how to structure your PPC campaigns. A messy campaign structure can directly affect your bottom-line. It is almost impossible to scale or optimize unstructured campaigns. Well-structured ones will let you easily monitor your campaigns and enable you to budget more efficiently.

Let’s start with the basics.

How to Structure Your Campaigns

The first step to creating an organized campaign is by categorizing the products. Grouping products based on similarity is a great way to break down your ASINs and ad groups into easily manageable chunks. Down the line, this will help you create more effective bidding strategies and make it easier to gather relevant data from your campaigns. 

These are some of the factors you should consider when creating ad groups:

  1. Product line: Creating a campaign around a parent ASIN is one of the easiest ways to organize your ad groups. This allows better targeting because all the ASINs within the group serve the same function. 
  2. Product price: Creating ad groups around product margins is a great way to ensure bidding optimization. When the margins are similar, it is easier to estimate your ideal advertising costs and ACoS. This helps you fine-tune your bids for the entire ad group with minimal effort.
  3. Campaign goals: Your advertising strategy needs to be tailored to suit your campaign goals. Therefore, it is vital to categorize products based on a common goal. This ensures that your bids are aligned for all products. Otherwise, there may be a situation where you underbid or overbid for certain products in the ad group. For instance, clubbing a newly launched product with those that are already mature generally leads to unoptimized campaigns. This is because the new product is unlikely to perform as well as the established ones, even though you have the same bid. 

These are just some of the factors you need to consider. There may be more depending on the product category and your business goals. So, the important thing is that you group your products with care. Once you have created effective and manageable ad groups, it is time to start creating campaigns. 

Note: You can also create an ad group with just a single ASIN. It allows for refined targeting! 

Run Auto Campaigns 

For every ad group, SellerApp recommends creating at least two different campaigns – one automatic and the other manual. This is because automatic campaigns are a great source of data and new high-converting long-tail keywords.

Keyword research is a necessary aspect of most PPC campaigns, so the additional keywords found via auto campaigns can massively boost your ROI. Once you find these keywords using automatic campaigns, just transfer them to manual campaigns for further optimization. Manual campaigns give you more control over your ad spend and will help you achieve your target ACoS. 

Platforms like SellerApp make this a seamless process by identifying stand-out keywords and letting you transfer them to manual campaigns in the click of a button.  

Split Your Manual Campaigns

You can also create multiple manual campaigns for the same ad group for refined targeting and better reporting. One way you can split campaigns is by using match types. Create a campaign for exact, phrase, and broad match type keywords. 

This will allow you to refine your bids further to meet your advertising targets. If you find promising keywords from your broad match type campaign, you can switch them over to phrase or exact match type campaigns to increase conversions. 

If you are using Sponsored Product ads, you can split campaigns for the same ad group based on keyword and product targeting as well. You can keep adding layers of categorization for more accurate, better, and better targeting. However, you need to find a balance. You must make time to manage your different campaigns. 

One way you can save precious time is by using PPC automation. Certain tasks like negative keyword targeting and bid optimization are tedious and consume most of your time when it comes to Amazon PPC optimization. With SellerApp’s PPC automation feature, you can let an algorithm do the work for you. Automation helps save time and eliminates the possibility of human error!

Create a Naming Convention

This is standard practice. The aim here is to organize campaigns to make it easier to distinguish between them and manage them. If you’re planning to make it big on Amazon, you need to create multiple sponsored ad campaigns. It’s one of the most efficient ways to scale your business. A naming convention ensures that you have an organized workspace.

Things you should keep in mind when creating a naming convention:

  • Simplicity: Make sure your naming convention is easy to replicate for many campaigns. Essentially, it should be easy to ensure uniformity. 
  • Informative: All critical information about a campaign should be present in the name. This includes information about the products, type of campaign, targeting, goals, etc. 

Always Stick to the Plan

Any PPC campaign structure that you create is pointless if you don’t consistently follow it for future campaigns. As your catalog grows, ensure that you maintain your original campaign structures or tweak them overall to keep pace with the changing marketplace. 

PPC optimization is iterative. You need to regularly optimize every aspect of your campaigns to get the best results. So, if your campaign structures aren’t optimized today, it is time to get to work. Just follow this game plan, and you will have well-structured campaigns in no time! 

Arishekar N
Arishekar N, the Head of Marketing at SellerApp, specializes in digital marketing, in addition to website keyword optimization for search engines. His areas of expertise include enhancing the organic ranking of webpages on search engines with innovative SEO strategies and online promotions.

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