KEY TAKEAWAYS

You must have gained the importance of starting sponsored campaigns by using automatic targeting and then slowly progress to manual targeting in the above sections, especially, in section 3 (Sponsored Products - Setup) and section 6 (Organize structured campaigns - tactics).

Key Takeaways

• First of most, use naming conventions that will make it easy for you to quickly identify what they are for and what kind of campaign they are.
  Campaign names can be - Campaign type-Product-Targeting type - Match type - Bidding Strategy.
  Example: Man-dogbowl(steel)-KWT-Br.
  It is a manual campaign for a steel dog bowl product for only Broad (Br) keywords targeting (KWT).
  Note: Campaign names can not be altered later. You have to relaunch the campaign altogether to change the name which might disturb data collation and its momentum.
• Run automatic campaigns for a considerable period of time to gain valuable metrics related to keywords or product targeting.
• Identify which of the keywords are converting into sales, as well as keywords that should be marked as negative keywords.
• Using Automatic campaigns as a harvesting buffer for the keywords, try to launch manual campaigns for your best-selling products for keywords generating high click-through rates and conversions.
• Always, keep automatic campaigns active based on your budget as it may hamper your ROI compared to manual campaigns.
• You can also differentiate ad groups based on well-performing product for similar keywords aiming for higher bids. Do not forget to monitor ACoS for these Ad groups. (discussed in section 6 - Organize structured campaigns in detail).
• From our experience, you can derive insights of the performance of manual campaigns by starting with atleast 30 to 50 keywords. Too many keywords may disturb your ROI and lead to more impressions without clicks. Too few keywords may not help you to progress objectively.