Understanding the Amazon Ads campaign structure and components is important for knowing how to draft and properly organize your ads. We will cover each level of structure in the Amazon Ads console, explaining what they mean and how to use them in creating your campaigns. This is important to ensure ads are reaching appropriate customers and performing well on the Amazon platform, so your Amazon ad budgets can be spent efficiently, generate value, and create room for more investment in ads. Without properly understanding campaign structure, you may set up campaigns incorrectly that don't align with your Amazon ad goals. This may result in you being unable to serve ads to your customers and them unable to easily find your products on Amazon, resulting in a poor marketplace experience. Below, we will cover the components and structure of an Amazon Advertising campaign, and explain how to draft them.
Portfolios
Portfolios allow you to group similar product campaigns. Portfolios are entirely optional, but they allow sellers to organize campaigns by product line, product category, or season, and manage total spending with budget caps. Amazon explains portfolios can simplify your day-to-day campaign management through budget caps, tracking performance at the portfolio level and multiple brand management.
Campaign & Campaign Name
The Campaign is the highest level of your ad structure. A campaign is a set of ad groups under a common advertising budget and goal. As a seller, you choose the name of your campaign, and while the name of the campaign is just internal, we recommend including a name that reflects the product or product group being advertised, the type of campaign, and the nature of it’s goal or what it is targeting. Such as [PRODUCT GROUP] - (targeting type) Manual Keyword - (target) Competitor. Having a strategy behind naming will help you as an advertiser better organize and understand what types of campaigns are working for your business.
Campaign Type
When drafting or structuring an Amazon ad campaign, you must choose the campaign type, there are 3 types: Sponsored Product, Sponsored Brand, and Sponsored Display. Our post on Amazon Advertising Sponsored Campaign Ad Types explains these in detail. The campaign types offered by Amazon serve different purposes from the ad style that is served to the end customer to the goal orientation of the ad.
Ad Groups
Within the campaigns, there are Ad Groups. Ad groups allow you to split up your campaign into smaller groups, such as by product type or targeting type. Ad groups are used to organize your product ads so that you can accomplish your desired goal. As Amazon explains, You can use ad groups to group your ads by brand, product, category, price range, or other classifications like theme or targeting strategy. Ad groups are available in Sponsored Products and Sponsored Display ads, but not in Sponsored Brands.
Ads
Within the Ad Groups there are your actual products ads, which are the product ASINs included. These are the products actually being advertised in that ad group. Each ad group must include the ASINs of the products being promoted. Any included ASINs will be served as an ad.
Target
The targets are what your ads will be served on or against. This includes Keywords, Product Targets, Category targets, and more. Targeting is how you use keywords and products to show your ad on search results pages and detail pages to relevant shoppers. With Keyword targeting, your keywords (word combinations and phrases) are used to match your ads with search terms shoppers are using to find products. With product targeting, you can choose specific products, categories, brands, related to your products or brand to target.
Bids
Bids are the price you are willing to pay if a shopper clicks on your ad. When you're creating a campaign, you can choose a suggested bid, a custom bid of your choosing, or a default bid to apply to all keywords or targeting. Relevancy of the target, the likelihood that the ad will convert are both factors in what Amazon chooses to run your ad, but it is important to have a bid that is high enough for your bid to be the winning one. The default cost of bid can vary widely between products and product categories depending on how competitive the store and advertising is, so it is important to continue to revisit the bids you place on your targets.
Frequently Asked Questions about Amazon Ads Campaign Structure
How do I structure my ad campaign?
At a high level you need to consider your campaign type and title, what ad groups are included (we recommend grouping by similar product type), what products you are advertising in those ad groups, and what terms and targets you will be serving on.
What is Amazon campaign name?
Amazon campaign name is the title you designate for the set of ad groups with a common goal and budget.
How do I name my Amazon ad campaign?
The best campaign structure allows you to understand the products being targeted, campaign, targeting type, and objective. Your entire advertising campaign structure must be considered as a whole for how to organize the campaigns and ad groups.
What is an Amazon ad group?
An Amazon ad group is within an ad campaign. It is a group made up of one or more similar product ads. Ad groups allow you to split up your campaign into smaller groups, such as by product type or targeting type.
What is a portfolio in Amazon ads?
A portfolio in Amazon ads is a way to organize and group Amazon ad campaigns. A portfolio budget cap can be added to ensure you do not overspend your budget.
What is the hierarchy of the Amazon Ads Structure?
The hierarchy of the Amazon Ads structure from highest to lowest is: Advertising Account, Portfolio, Campaign, Ad Group, Ad, Target.
How should I group my Amazon Advertising?
To understand how to group Amazon Advertising and set up the architecture, you need to decide upon your budget, goals, and catalog. Group together like products into campaigns or ad ad groups and run campaigns with the campaign type that would meet your advertising goals.
Can Goat Consulting help with setting up Amazon Ads?
Yes, Goat Consulting can help with setting up, management and optimization of Amazon Ads. Achieving Amazon Ads verified partner status recognizes Goat Consulting as an agency that brands and manufacturers can look to as a partner when seeking a management, marketing and advertising agency for selling in the Amazon store.
Conclusion
In order to efficiently advertise on Amazon, you must understand the base-level campaign structure and how to create them. By reading this post, sellers can better understand how to structure ads and their components. Effectively understanding this will allow sellers to reach customers with their ad, spend more on Amazon Ads and improve the experience of customers by serving relevant ads on search terms. Evaluating campaign success is important to ensure ads are reaching appropriate customers and performing well on the Amazon platform. If you would like help on structuring your Amazon Ad campaigns or evaluating their performance, please reach out to us with any questions in the contact form below.