KEY TAKEAWAYS

There is no one-size-fits-all strategy or campaign structure for Amazon sponsored campaigns and it varies depending on your business and marketing goals and the product portfolio you sell on Amazon.

Testing and consistent optimization of campaigns is the only thriving way to maximize the sales and revenue effectively and efficiently.

A. Sponsored Products Campaigns

Initially, it is suggested always to start with Automatic campaigns (if you are not aware of (suggestion: even if you are aware of) your keywords and customer behaviour in your product category)

The best Amazon Sponsored Campagins strategy is always a combination of both automatic and manual targeting campaigns.

Automatic Targeting helps out on discovering lucrative keywords that your audience is using to find your products.

Whereas, manual targeting will allow you to maximize investment on sales delivering keywords and exclude non-delivering ones through statistical certainty from the reports.

How to optimally set-up and manage structured manual campaigns

You can set-up and manage manual campaigns in multiple ways suiting to the best needs of your business goals and marketing budget. Below are a few simple hacks that will enable you to run successful sponsored campaigns. Remember, there is no one-size-fits-all strategy for sponsored campaigns.

• One-SKU per Ad group :If you are running with a decent budget with many SKUs, try to separately create ad groups for every SKU in your product portfolio. Though Amazon suggests to group similar items into every ad group, you can hack through few disadvantages with this strategy.
  • Amazon does not provide data regarding the conversions of an SKU for a particular keyword if multiple similar SKUs are grouped together in an ad group
  • You can have a greater control around your keyword targeting, negative keyword targeting, and more narrow bidding strategies.
  • By separating each SKU into one ad group, you can identify potential opportunities and avoid wasted spend easily.
• One Auto - 3 Manual campaigns :
  • This can otherwise be called as Funnelling Keyword Strategy.
  • You can sift top performing keywords from Automatic targeting and build manual campaigns dividing each campaign on Match type - Broad, Phrase, Exact.
  • As we derive insights from search term reports, the keywords in the Broad campaign can be transfered to Phrase or Exact Campaings for more optimized conversions for the sponsored campaigns.
  • Non-performing keywords can be added to the list of Negative keywords for which Amazon will not run the ad campaigns.
• Campaigns based on products' performance :
  • Based on the performance of products in your catalog through automatic campaigns, you can initiate ad group differentiation in manual campaigns.
  • High-performing products can be grouped together into one ad group that work for similar keywords. Similar logic applies to medium-performing products and low-performing products.
  • This is a smart ACos strategy where you can aim for higher bids for competitive keywords for well-performing products whereas reduce your costs for low-performing products keeping in mind of your budget and inventory.

In this manner, several advertising campaign strategies can be deployed by devising a planned campaign structure based on your campaign and business goals.