Amazon PPC Campaign Structure: How Single Ad Groups Save Money (Real Example)

Published on November 3, 2025

About this video

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This video shows a practical example of why having only one ad group per campaign can save you significant money on Amazon advertising. I walk through real data from an Amazon PPC campaign to demonstrate how proper campaign structure impacts your Amazon ads performance and profitability.

In this Amazon advertising tutorial, you'll see the difference between a campaign with two ad groups versus a properly structured single ad group campaign. The video covers placement adjustments and how they work at the campaign level, affecting all ad groups underneath. You'll learn why campaign structure is crucial for Amazon PPC optimization and how it impacts your ability to make data-driven decisions.

I share real campaign data showing how the spend distribution changed after restructuring the campaign. Before the split, spend was evenly distributed across placements with unclear performance metrics. After creating proper campaign structure with single ad groups, the data revealed that top of search had nearly 20% conversion rate while product pages had only 11% conversion rate, yet over 50% of ad spend was going to product pages.

This Amazon PPC case study demonstrates how poor campaign structure can lead to wasting money on the lowest performing placements. The example shows a campaign spending around 5K in 10 days, but when you apply this optimization across multiple campaigns over a year, it can result in tens or hundreds of thousands of dollars more in sales.

If you're running Amazon sponsored products or managing Amazon PPC campaigns, understanding proper campaign structure is essential for Amazon advertising success. This video provides actionable insights for Amazon PPC marketing and shows why single ad group campaigns are recommended for better Amazon ads optimization.

Contents: 0:00 Why single ad group campaigns save money 0:35 Placement adjustments and campaign level settings 1:11 Campaign performance before restructuring 2:00 Results after proper campaign structure 2:40 Key performance differences revealed 3:25 Real impact on sales and profitability

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Transcript

Hi guys, here's another practical example of why having only one ad group per campaign have can save you so much money on Amazon. So you probably keep hearing about is that the campaign structure is very important and why and that you need to have single ad group per campaign and then only a certain number of keywords per ad group. So today I want to show you a short example on how does it look like in reality when you have two ad groups combined in under one campaign and what are the consequences to that. Uh first of all there are some options that are only available on a campaign level. So the the biggest one obviously is placement adjustments. You can only set placement adjustments at the campaign level. So whatever you do on the on on the campaign level, it affects the all the ad groups inside. So you have 10 ad groups and in inside each of group, you may have 10 different keywords or more. Then whatever you do on a campaign level, it affects all the the structure beneath that. Um obviously so here you can see placement adjustments before this campaign was properly structured. So this is the campaign with two ad groups and multiple keywords inside. Um this was yeah previous previous month and you can see that here the spend is more or less evenly distributed between each of the placements. So top of search, rest of search and product pages and not only that but even orders um okay there are least number of of uh orders are coming to top of search but conversion rate is more or less the same and we see that rest of search is having even be better conversion rate in top of search and rest of search the overall a cost is 32% and you know here is the breakdown of the a cost between the different placements and then you will see what is the data telling us when we started to have good campaign structure. So this is with two c two other groups inside and this this is the data and then this is the new structure only single other group and you will immediately see a lot of optimization opportunities here. We now see that top of search is actually having the least spend. So only $1,000 out of $4,700. We now see that top of search actually has almost 20% of conversion rate while the rest of search is at 15 and product display pages at 11%. And look at the breakdown of the ad spend. Now we see the reality. product pages is taking 2.5K of ad spend. So more than 50% of ad spend is going through to to to the product pages where we have the lowest conversion rate and highest a cost. So we are losing money on this campaign simply because we are spending it towards the lowest performing placement. So once again before the split the distribution was between two ad groups and multiple keywords and we couldn't properly see the breakdown of the of the placements and couldn't optimize that much or we could even make wrong assumptions and optimize maybe towards the rest of search that rest of search should have majority of the traffic because of the conversion rate and the a cost. And then when we actually split the campaign into two ad groups and started gathering the real data, we saw that top of search is killing it with the click to rate absolutely uh killing it with the conversion rate and the best possible a cost that brings the the best margin for this account. So this is a perfect example. That's why I wanted to share it with you. So it's not just theory. these things happen and this is only a single campaign that that's only spending uh like around 5K in 10 days. So imagine if you do this on multiple campaigns over the period of one year. That's easily tens if not hundreds of thousands of dollars um more in sales. Uh stay tuned for more videos to come and see you tomorrow. Bye-bye.

Frequently asked questions

Why does having multiple ad groups in a single campaign make placement optimization impossible?

Placement adjustments in Amazon Sponsored Products are set at the campaign level and apply equally to every ad group within that campaign. If you have two ad groups inside one campaign with different keywords, products, or targeting types, a single top-of-search placement adjustment applies to all of them simultaneously. You cannot optimize placements independently for each ad group, and more critically, the placement performance data shown at the campaign level is blended across all ad groups. In the example from the video, a two-ad-group campaign showed relatively even spend and similar conversion rates across placements, suggesting no obvious optimization opportunity. When the campaign was split into single ad group campaigns, the real data emerged: top-of-search was converting at nearly 20% while product pages were converting at only 11%, yet product pages were absorbing over 50% of total ad spend. The blended view in the original structure made the campaign look acceptable when it was actually misallocating budget at significant cost.

What does this case study show about the financial impact of proper campaign structure?

The campaign in the example was spending approximately 5,000 euros over 10 days. After restructuring to single ad group campaigns and redirecting spend toward top-of-search, the same budget produced more orders at a lower ACoS because the money was no longer being diluted across the lowest-converting placement. Scaling this correction across all campaigns in an account, and across a full year, the cumulative impact can easily reach tens or hundreds of thousands of euros in additional revenue from the same total ad spend. The case study is useful precisely because it shows the problem is invisible in the blended view: looking at campaign-level metrics before the split would not have flagged the misallocation, which is why good campaign structure is not just an organizational preference but a precondition for making data-driven placement decisions.