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Amazon Expert Briefing: Advertising 101 — Structuring Your Campaigns
The Amazon Expert Briefing series focuses on Feedvisor’s hands-on expertise across price, advertising, and brand optimization and intelligence, with Amazon at the center. This post is led by Feedvisor’s Managed Services Manager, Antonio Lorenzo.
Campaign structure is one of the most essential components of effective advertising on Amazon. There is a plethora of right answers on how to structure your campaigns depending on the complexity and size of your catalog. However, there are definitely wrong ways as well.
Avoid any catch-all or top seller types of campaigns. At a high level, these can seem effective in some capacity, generating sales at a decent ACoS, but ultimately you lose clarity and managing these campaigns is nearly impossible, especially if all the products fall into a single ad group.
The ad group is where your focus should be. Ask yourself two key questions:
- Are all the products (ads) contained in the ad group related to each other?
- Can the keywords/ASINs (targeting) contained in the ad group apply to those products?
Ads and targeting fall into the same level under the campaign tree and therefore relate to each other. The more granular you make these ad groups, the better your campaigns will perform, but getting too granular severely decreases efficiency.
If you only have one product per ad group, you may find yourself having to add the same keyword to all other ad groups containing very similar items. Strike a balance between granularity and efficiency; as long as the ad group makes sense, you are on the right track.
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The Hidden Category Listings Report
An easy way to begin grouping products is to enable a hidden report called the “Category Listings Report” in Seller Central. Amazon has internal restrictions for this report — you will only have access to it for seven days before you will have to request it to be enabled once again. Simply contact Seller Support to have this report available to you.
This report provides you with all data contributions you have made to products within your catalog. As a reinforcement note primarily to resellers, it only contains your contributions; do not expect the Category Listings Report to pull metadata that already exists on Amazon that you did not contribute. An “item_type” column shows exactly how your products are being categorized on Amazon.
This single column can give you an easy starting point to begin grouping your products for effective campaign management. For example, a single download for the Home & Garden category can reveal all your SKUs that are mugs, beverage warmers, bath towels, garden tools, or even deviled egg plates.
Once you have all SKUs under a specific category, it is up to you how you split it up even further into ad groups. Remember to find the right balance between granularity and efficiency — your creativity will determine the overall effectiveness of your campaigns.