Campaign Structure for Amazon PPC
There are so many ways to structure your campaigns. How do you decide on the most appropriate structure that works for your business? Here are 4 key elements of good campaign design.
1. Naming Efficiency
Advertising on Amazon these days involves setting up a lot of different types of campaigns. A good campaign naming system can save you tons of time. Conversely, not investing in a consistent naming system can quickly get you confused and overwhelmed.
Think of a name as a bunch of well thought out 'tags'. Include all the tags that will help you to:
Segment
Identify
Aggregate data easily.
Here is a structure that we follow with our managed services clients at PPC Ninja:
Here are some examples, so you get the idea:
2. Structural Efficiency
Next, think about what your chosen structure accomplish? Does it:
Support a specific PPC management methodology
Allow for an appropriate amount of data separation
Revolve around the keywords that matter?
Create a structure that meets these goals.
3. Performance Efficiency
Is your campaign structure designed to take advantage of levers like:
Bidding strategies
Placement modifiers
Budget optimization
These advanced techniques are for leverage. Sometimes, you want to segregate a bunch of focused keywords, such as the ones you want to rank for, into their own separate campaign so that you can manipulate their performance with the extra levers you have at your disposal.
4. Maintenance Efficiency
Finally, does your structure over-complicate your life or is it overly simplistic. Both these extremes can cost you. Be realistic when you pick!
Did this post spark your curiosity or trigger a question? Comment below or email us at support@ppcninja.com. We'd love to hear from you!
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