Investing some time at the start to ensure your campaign structure is set up is the key to success, especially if your business scales up and you need to have many campaigns running simultaneously.
In this article, we give you a strategy on how to structure a campaign correctly and manage your keywords and product targeting too.
Quick steps to structuring your Amazon campaigns
1. Select the product line that you want to run an Amazon PPC campaign for. One product line can have one or multiple products. To decide whether different products should belong into the same or separate product lines depends on characteristics and if they have specific keywords.
For example, take a brand that sells green and red t-shirts in sizes S, M and L
Product line A could be “green t-shirts” including 3 products (sizes S, M, L)
Product line B could be “red t-shirts” including 3 products (sizes S, M, L)
If there are keywords with search volume for each size it would make sense to go more granular and have 6 product lines instead
Product line A green T-shirt S
Product line B green T-shirt M
Product line C green T-shirt L
Product line D red T-shirt S
Product line E red T-shirt M
Product line F red T-shirt L
If however there is no real difference in styles and users look for all t-shirts equally it can also be a case of just having 1 product line for all products. In general, the more granular the better as kws are going to be more targeted, which increases the conversion rate. It’s also fine to start generically and restructure later to have more granular product lines.
2. Set the type of campaign you want to run. You can do automatic and manual. We recommend starting with an automatic campaign to pick out high-converting keywords that you can use for a manual campaign.
3. When you choose to run a Manual campaign, you should create 3 separate ad groups, one for each keyword match type – Phrase, Broad and Exact Match – and then populate with your keywords to monitor performance for each match type.
4. Then set your daily budget and the duration you want your campaign to run and you’re all set.
Amazon PPC campaigns
There are two types of campaigns you can run: Manual and Automatic, here are the differences between the two:
Exactly what it sounds like, in this type of campaign Amazon identifies keywords from the title, description and other sections of the product listing to display ads for relevant search terms.
A lot of the work is taken off your hands with less effort required to manage and research keywords. There are, however, some drawbacks – poorer product ad targeting for example.
A good strategy is to use automatic campaigns to mine keywords to analyse high-performing search terms to use in broad-matched manual campaigns.
This requires some more effort from you about keyword research and bidding. A manual campaign is made up of one or more ad groups with ads and keywords that relate to each other.
Populated keywords in an ad group are then used to target your ads to audiences.
Ad groups and keyword match types
Under each campaign, you should then set up ad groups where you target the keywords and define the keyword match type. The different match types are:
- Broad match: Keywords can appear in any order with additional words. For instance, “smart teapot” could match “black teapot set smart”
- Phrase match: Targets the keyword phrase in the entered order, with extra words before or after.
- Exact match: Requires customers to type your keywords exactly. Only “smart teapot” will trigger the ad.
Expert Tip: Set up 1 automatic and 2 manual campaigns.
You can choose whether you want to create a separate campaign for each ad group or combine several ad groups in one campaign. We recommend creating 1 automatic and 2 manual campaigns – one keyword targeting campaign with three ad groups (for the different match types) and one product targeting campaign
You can then also split each of the manual campaigns into branded and non-branded KW and PT campaigns.
The biggest benefit of this is budget control! By separating your keyword match types you have greater control over your daily budget as each campaign is assigned a daily budget.
Extra Expert Tip: get super clued up on the ins and outs of keyword match types here.
Keyword research for ad groups
We can’t stress the importance of robust keyword research enough, it’s the glue that holds your Amazon PPC campaign together.
You can conduct keyword research using the Search Term reports via Seller Central and by setting up automatic campaigns to mine some useful keywords and product targets that have been identified in the campaign!
Remember to add long-tail keywords to your ad groups, they may have lower search volume but tend to produce higher-quality leads.
Remember: Add a negative keyword list to avoid wasted ad spend going to irrelevant or underperforming search terms.
How to set up bids?
How you allocate your budget can make or break your campaigns. Assign your budget based on the performance of each match type. High-performing match types might deserve a larger slice of the pie, while others might need a more modest share.
If you have a big budget and want fast results then set high bids, if you have time and a smaller budget then set lower bids.
We recommend keeping a close watch on how each type contributes to your goals and adjusting your allocation accordingly.
Extra tips for Amazon PPC Campaign Success!
When it comes to maximising the impact of your Amazon Ads, nailing down your keyword targeting strategy i
Here’s what to consider when optimising keyword match types in Amazon PPC Campaigns like a pro:
- Monitoring and reporting: Regularly check your campaigns to keep them optimised. Analyse the performance of your keywords, keeping an eye out for the underperformers. If certain keywords are driving up costs without delivering results then adjust your bids or consider a different match type. On the other hand, identify the high-flyers and give them a lil’ boost.
- Perform A/B Testing: Experiment with different match types to see what resonates with your audience, and then refine your approach based on the results. A/B testing helps you uncover insights that can significantly impact your campaign’s success.
- Use keyword grouping: Similar keywords within the same match type should be grouped together in one campaign. This makes it easier to manage your bids and track performance. A well-organised campaign structure can save you time and effort in the long run.
Need our help?
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