{"id":4127,"date":"2026-05-19T21:40:00","date_gmt":"2026-05-19T21:40:00","guid":{"rendered":"https:\/\/www.aihello.com\/resources\/?p=4127---1b27c646-3ddb-4ae6-bf24-a4315aef02b2"},"modified":"2026-07-29T01:44:42","modified_gmt":"2026-07-29T01:44:42","slug":"structuring-amazon-campaigns-the-right-way","status":"publish","type":"post","link":"https:\/\/www.aihello.com\/resources\/blog\/structuring-amazon-campaigns-the-right-way\/","title":{"rendered":"Structuring Amazon Campaigns the right way"},"content":{"rendered":"

Handling Amazon’s PPC<\/a> campaign structure can often be tricky. Wholesale Amazon<\/a> sellers especially need to invest an ample amount of time and effort to ensure that their campaigns are appropriately structured.<\/p>

Why should you worry about the structure of your PPC Campaign<\/a>?<\/em><\/p><\/blockquote>

The structure of your PPC Campaign is just as crucial as a skeleton is to your body. The design of your campaign determines how, when, and where your ads would appear. This would determine if you are attracting enough and the right traffic which can strongly affect your sales<\/a>. Since you’re putting a lot of time and effort into structuring your campaign, you might<\/a> do it right.<\/p>

In this blog, we’ll walk through different PPC campaign structures based on how you sell<\/a> your products on amazon.<\/p>

Before jumping ahead, let us<\/a> look at an essential term that would frequently be used later in this blog –\u00a0 ASIN<\/a>.<\/p>

WHAT IS ASIN?<\/strong><\/p>

ASIN stands for Amazon<\/b>\u00a0Standard Identification Number.\u00a0<\/strong>It is a ten-digit alphanumeric code that is unique to every product on Amazon. Except for books (in this case, ISBN), every new amazon product<\/a> is assigned a unique ASIN the moment you create it on the catalog. To find an ASIN, go to your product’s detail page by searching in the Amazon catalog. You can find the ASIN under the product description.<\/p>

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HOW TO<\/a> STRUCTURE A PPC CAMPAIGN?<\/strong><\/p>

You can put your exact match keywords<\/a> into your manual campaign, and your broad\/phrase match keywords in your automatic campaign. This way, the best performing search terms<\/a> are focused on exact matches while the automatic campaign discovers new potential keywords.<\/p>

However, It is important to note that a single strategy might not be suit all amazon sellers<\/a>. Not every Amazon seller<\/a> sells the same type of product. We will look at different approaches that different types of sellers can implementin detail.<\/p>

1. A single product seller\u00a0<\/strong><\/p>

2. A single product seller with modifications<\/strong><\/p>

3. Multiple product seller<\/strong><\/p>

4. Company Campaign Structure<\/strong><\/p>

5. Wholesale Campaign Structure<\/strong><\/p>

SINGLE PRODUCT SELLER<\/strong><\/p>

This type of seller sells a single variety of products. Every amazon seller begins their journey from being a single product seller.<\/p>

  1. For each product corresponding to a specific ASIN, you will have to create two campaigns –\u00a0 an automatic campaign and a manual campaign<\/a>. In the automatic campaign, you let amazon decide the best keywords<\/a> based on your product, title, and budget.<\/li><\/ol>

    A manual campaign allows you to decide what keywords you want to include, and you can manually remove the keywords that aren\u2019t bringing you sales. You are also in total control of how you spend the money<\/a> during the campaign.<\/p>

    2. Your manual campaign should have three separate Ad Groups, one for each keyword<\/a> match type<\/a> – Broad Match, Phrase Match, and Exact Match.<\/p>

    Broad Match: <\/strong>Broad keyword match type is the least restrictive of all the match types. Since it matches a wider range of keywords, it should be used to expand the campaign\u2019s reach. Your ad would show up when a potential buyer searches for a relatively closer variation of that exact keyword or with extra words before or after it.<\/p>

    Phrase Match: <\/strong>Phrase keyword match type is more restrictive than broad but has greater exposure than exact. For example, for the keyword denim jeans, the search terms denim jeans for women and blue denim jeans are also considered eligible.<\/p>

    Exact Match:<\/strong> Though the exact keyword match type is most restrictive than the rest, it is highly targeted and relevant. Your ad will not show if the shoppers’ search has additional words other than the exact keyword.<\/p>

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    3. Let your automatic campaign run for a minimum of 1-2 weeks. Give it enough time to figure out the best-performing keywords.<\/p>

    4. After running the campaign for a week or two, check the report<\/a> and select keywords with the highest conversion rate<\/a>. Choose keywords with a good search volume and a less number of competing products.<\/p>

    5. Add them to your manual campaign.<\/p>

    6.\u00a0 Instead of choosing a default bid for the keywords, here, you can enter your choice of keywords and apply the suggested bid to them.<\/p>

    7. Choose a duration period for both the campaigns and launch them.<\/p>

    For faster results, run both manual and automatic campaigns<\/a> simultaneously and add the keywords which bring maximum orders to the manual campaign. Any single ASIN account with a decent performance should have at least two or three Sponsored Product Ads or Sponsored Brands<\/a> Ads running for your best-performing keywords.<\/p>

    This campaign structure is the easiest to manage and optimize as it involves a single product.<\/p>

    SINGLE PRODUCT SELLER WITH MODIFICATIONS<\/strong><\/p>

    In this case, though it is a single product (same ASIN), you would provide different product variations. The most apparent product variations include size, quantity, or color.<\/p>

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    Usually, a multi-pack, a bigger-sized product, or a unique color would have a higher selling price. In such cases, is it a good idea to group them? For product variations that have different sales prices, you must put them in separate ad groups. All these have different prices, CTR<\/a>, and CVR, so it is obvious to not just dump them together.<\/p>

    Besides, if you put 6 feet charging cable in the group containing a 3 feet cable, the ad might show up in the wrong place which isn’t benefitting you either way.<\/p>

    So, What should you do?<\/em><\/p><\/blockquote>

    Despite the fact that your lower-priced variation would attract more clicks and traffic, your higher-priced variation would still be the one to bring profits because the conversion is worth much more. Figure out which variations are bringing you more profit<\/a> margin and optimize your<\/a> campaign structure accordingly.<\/p>

    MULTIPLE PRODUCT SELLER<\/strong><\/p>

    Honestly, structuring PPC campaigns<\/a> for multiple different products is much easier than a single product with variations. It would be better if you decide which products to put into the same group. There are two types of multiple product sellers:<\/p>