Amazon Ads Strategy 2024 Structuring your campaigns

hi guys okay let's talk about campaign structure I will be sharing most important things about structuring your campaigns for growth and control most of the times you will have uh good results but lacking proper campaign structure in order to be able to scale and to control your spend so I'll I'll be going through several examples mentioning how to structure out campaigns how to structure your manual campaigns how many keywords per campaigns per latest um best practices etc etc so stay tuned I'm sure that all of you going to find uh that you're missing out on these important steps okay let's start by having um this is an example of Auto campaign so um pretty good results I would say but notice this so in this campaign you have 111 products now that may be okay in some cases where you want to sorry about that test which products are converting better but you won't definitely want to include uh t or 20 or hundreds products in in it uh that could be useful for example if you have some variations of family of products and you want to test for a limited amount amount of time which one of them is actually converting the best the best click rate best conversion rate and then you want to leave only that one uh in the ads um so why is it uh a problem uh in this particular example and you can relate to that is you when you have 100 different products in one uh Auto campaign uh no matter how um how sophisticated Amazon algorith algorithm is you you going to end up by having multiple Search terms for multiple multiple products and even though that it's going to have a solid result so here you can see almost 30 uh 30 r on on on this campaign but you cannot control the spend you cannot control what's happening over there um so really um pay attention to having only a Lim limited number of products per Auto campaign similar goes to to manual campaign but more on on that terms later additional very common mistake is having uh all targeting types in one campaign this is also an auto campaign so you can see uh close match loose match substitutes and compliments all in the same ad group um one of the reasons uh why is that bad bad practice is that you can cannot control the budget budget can be controlled only on a c on a sorry on a on a campaign level meaning uh if you assign to this campaign uh $100 per day you can't control is it going to go to the close match loose match substitutes or compliments so what you would have to do in in the best scenario that I would like to use is have separate campaign per match type so one our campaign close match one autoc campaign loose match one for substitutes one comp compliments and the same obviously the same ads or products inside every campaign that will enable you to to carefully control the the spending for example if you want to um here for example you want to push close match if but if you increase the spend on this campaign it's going to spend also on sub substitutes and it's different acost it's different conversion rate so you have to be careful with that [Music] um yeah another point is that you cannot control placements when you have all the match types in one campaign take a look at this so this is the placement tab um unoptimized placement tab as I mentioned in the one of the previous videos how to optimize placement by modifying bit adjustments for certain placements in order to maximize your conversion rate and performance here you can see that not not that it's not optimized but you can see that um four match types all having common this type of performance on various for for top of search for rest of search and product pages now because the these numbers are very good you can think that well you go you're talking because it doesn't matter the the the performance is awesome but let's break it down to the conversion rate for example exact same date range exact same uh camp so this is when you export another conversion rate so top of search 30% conversion rate then 19% then 15% uh even uh a slight change in conversion rate like 1% can uh mean a huge difference in profits and revenue not to mention 30 and 1915 so um if you go ahead and modify only uh uh modify placement adjustments without changing the restructuring your campaigns just add for example 100% of uh top of search or 200 whatever uh placement adjustment for for top of search you you cannot predict which out of the four match types which are together uh will be impacted most so you are really experimenting too much about that so really something that you need to avoid so um just a recap for AO campaigns uh each match type in its own campaign and really only a limited number of products grouped by the family uh in in ads and later on you would you would want to have to isolate only the best performing ones especially um if they are variated okay what want to be covering next so let's go to manual campaign similar to what we saw in um Auto campaign same goes with the manual campaign so this is an example where you have multiple uh match types in one campaign similar issue similar outcome so also you cannot control placements you cannot control what's happening when you go to the Search terms it's going to be chaos so um if you try to modify again placements you you you don't you don't know how it's going to perform for exact match for broad for phrase or broad maybe broad's going to go crazy on top of search and spend ridiculous amounts of money so really uh you don't have any control of what's Happening uh also uh yeah you should be also doing the same with with the manual campaign so Focus for example if you're setting selling clothing so you don't want to have one manual campaign um with together jackets jeans sweaters or t-shirts uh you want to keep your campaigns as relevant as possible so relevant keywords L relevant ads relevant headlines if if you're doing sponsor brands or sponsor display relevant images so you want don't want to be creating sponsor brand um campaign with um Custom Image with a sweater if you're going to advertising jeans in it so that's going to be awful um another Point that's worth mentioning is that uh you don't want to be neglecting match types in your account typically yeah if you go ahead and just create a bunch of sponsor products exact match campaigns you're going to have the best control but the CPC is going to be different typically it's higher on on exact match um and you only have a small exposure on on those exact uh terms with with slight variations as Amazon changed recently the exact match same as Google did 10 years ago so uh you you don't want to be missing out on phrase match phrase match uh typically can have lower cpcs much bigger much bigger reach uh broad if used wisely can be a a a great option for you so really don't neglect using other match types another common thing that I keep hearing is question I I keep hearing is how many keywords per campaign how many key keywords per campaign so um for example I keep hearing that hey I can have 100 campaigns there's a limit of 1,000 campaign keywords per campaign Etc yeah you can have 100 keywords per campaign similar as as as this example so 87 keywords here so what can happen really really um often is that you you will have since the budget is controlled on campaign level you will have high volume keywords um two or three of them maybe even one of them draining all the budget and rest of the keyword is just going to hang in there so they'll occasionally be having Impressions and few clicks now and there but not enough for you to have enough data what's happening because uh the main keyword is going to drive all the traffic so really um it's not about the number of keywords it's about um grouping together you you can go for example with a uh let's say 30 or 50 keywords in a campaign if there are all longtail keywords uh with similar search volume so you can group all of those if they're similar in in in in Roots and and semantics um but for example I have I have one one example for you so here this is only three keywords for campaign you would say hey it's perfect but take a look at this so for last 30 days this is the spend $4,400 um this campaign spent and all of that went for the single keyword uh sorry one keyword out of three so the the rest of the two one has 76 Impressions one click in 30 days and the other one even with a High bit really really nothing so a perfect example for you guys so make sure to if a keyword is highly relevant key highly relevant keyword have it as a single keyword um in a campaign uh separate match types so single keyword campaign exact single keyword campaign phrase and single keyword campaign in Broad match type um okay yeah additional tip for me would be using uh um several tiers of our campaigns what that means so um you can have one let's call it General Auto campaign with with your uh match type separated per each campaign uh with a bid that's going to be um uh that's going to generate enough traffic and and sales but you you can also go ahead and be and go even more granular so for example if your uh average bid on that main uh our campaign is let's say $1 you go ahead and create uh several iterations of Auto campaign so Auto campaigns to catch for example uh a bid range of 50 to 70 cents then another one 20 to 30 to 50 and the lowest one 10 to 30 or so you know what I mean so by doing that uh you're going to be um winning a bidding auction on the second page on the third page yeah it's going to be low volume but every sale that you land there is going to have like 0 point something ACO so it's worth having that and it's not going to cost you almost anything yeah also important thing regarding uh structuring your campaigns is have defensive campaigns both sponsor display and sponsor products what that actually means yeah you go ahead and create sponsor product campaign uh and in ads you target your products and in targets add your own products what's going to happen is that I've went on and uh typed the the skinny jeans here and I ended up on Levis uh for men and you can see here here's their um listing and you can see that Enzo is killing them with the with with the with their attacking campaign so the sponsor display here sponsor products here so what you want want to be doing is bid on your own listings and here it's a great opportunity to upsell your products so for example if you're selling um very known pair of jeans and you have a new a new one com coming out so you can upsell or for example you can if these are slightly dark jeans you can put a t-shirt here that with that that's going to show a combination with the actual jeans so you can go crazy with ideas but the point is uh it's better for you to spend money on your own product listings and show up on these uh spaces over here um yeah so that's really important to have but also sponsor display plus sponsor products campaigns um yeah and for last thing I'm going to be mentioning I don't want this to be a too long video for you is very uh often topic on can ization so for example if you're organically ranked position one are you going to want to bid on that same keyword and appearing on sponsored um rank number one or two or three or four um so the point is how do you want to look at it are you going going to look at it from The Profit perspective like hey I want to don't want to be biding on the keyword and that I'm already winning uh on organically but what if you uh take a different approach and see for example okay you don't want to be Bing on your top uh keyword or um but somebody else will so for example Le is here if they don't bid on their um most important keyword branded or not um somebody else will so there's going to be people clicking on the position one because uh typically uh advertisers uh are not watching the typical behavior of the uh average consumer and just uh thinking about the nobody want to click that and want to click the the organic one so yeah so my suggestion is that you should be biding on every possible uh placement that you want uh that that's available to you H just to take up uh as much as of a add real estate as possible okay yeah I hope that you find this useful let me know if you need any further explanation on this didn't want to bother you too much so yeah see you in the next video guys bye-bye