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Elements of Good Campaign Structure for Amazon PPC

Updated: Mar 13, 2023

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:

  1. Segment

  2. Identify

  3. Aggregate data easily.

Here is a structure that we follow with our managed services clients at PPC Ninja:

Amazon PPC Campaign Naming

Here are some examples, so you get the idea:

Amazon PPC Campaign Naming

2. Structural Efficiency

Next, think about what your chosen structure accomplish? Does it:

  1. Support a specific PPC management methodology

  2. Allow for an appropriate amount of data separation

  3. 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:

  1. Bidding strategies

  2. Placement modifiers

  3. 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 We'd love to hear from you!

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