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Amazon: Structuring Sponsored Product Campaigns

Judith Valery

Aug 31, 2022

In the past months, we've won new clients 🥳 and inherited ad accounts that have 100s of Amazon campaigns, which makes it hard to manage, optimize and report on. So we've built a campaign restructure process to better understand the goals of the clients and allocate budgets accordingly.

PART 1: Sponsored Products

Sponsored Products are Automatic and Manual campaigns.

Automatic campaigns help you target search queries based on the product listing information and help discover keywords and ASINs that you can add to the manual campaigns. It’s a great baseline to get started.

With Manual Campaigns, you can add keywords, individual product ASINs and categories that you’d like to target. You have control on the bid cost.

Let's say we are managing "Pelolindo" a new brand that focuses on hair care products. Pelolindo has just launched on Amazon two of their product lines: "Hair Oil" and "Hair Sprays" , and is looking to increase sales.

1st Layer

At the very minimum, Pelolindo should have the following always-on campaigns per product line with sufficient daily budget to cover a full month:

1X Auto

1X Manual - Branded Keywords (including misspelling): pelolindo, pelo lindo, peloindo

1X Manual - Category Keywords: think hair oil, quality hair spray, hair treatment, natural hair oil

20-25 keywords per campaign would be a good starting point. For manual campaigns, we start with all match types and optimize based on results.

I'd leave these campaigns running for at least 2 weeks to monitor the daily spend and make budget shifts between them if needed.

2nd Layer

The second layer is to activate competitors and category campaigns by adding:

1x Competitors brand terms - includes misspelling of competitor brand names

1X Product ASINs: you can treat product ASINs similarly to keywords to show your product on the competitors’ product listing. You can also use the auto campaign to discover more relevant ASINs where you can convert on

1X Product category targeting: target a category to show your ad to users browsing in that category. The ad will show in the search results and product pages. You can also get specific and select price range and review count

KPIs to look at:

  • Impressions

  • CTR

  • Spend

  • Attributed Sales

  • ROAS

  • Ad Impact


Know that this is not the only way to structure campaigns as it depends on how vast the brand's portfolio is, but this is one of the best structure for small-to-medium brands.

We will discuss more about negative targeting, bidding strategies, setting budgets and optimizations for in the near future. Stay tuned :)

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