The mirrored campaign structure is an essential foundation to successful Sponsored Products ads. However, as you become more seasoned on Amazon you will need to start using a more targeted approach in order to remain efficient and continue to hit your advertising goals.
This campaign structure allows you to break apart campaigns based on different audience types so you can take a more targeted approach and better control spend.
What is Audience Based Structure?
Instead of a 1:1 automatic to manual structure, you'll be building a 3:1 structure, where you have 3 manual campaigns for every automatic campaign. These manual campaigns are split based on the audience and type of keywords being targeted:
Used to target searches involving your own brand name. It can be valuable to pay to advertise your own brand name because it allows you to occupy real estate that could otherwise go to one of your competitors. Creating a dedicated Brand campaign allows you to control spend, while defending marketshare. You will likely spend the least on branded terms. Spending less on these terms will allow you to allocate more budget to generic searches. Set MACS 20% or less.
Used to target searches involving your competitor's brand names. Bidding on competitor terms will help you take over marketshare and increase brand awareness, as you are essentially trying to 'steal' their customers. Based upon your competitors, these clicks can get expensive. Campaigns typically run at a higher ACoS and have a low conversion rate. Set MACS 50% or higher.
Used to target all other searches, works like a traditional mirrored manual campaign. Excludes any branded or competitor keywords. Depending on the keyword competition in your category, bids on generic keywords will vary. Set MACS based on goals and category.
Example of Audience Based Structure:
Pro tip: Negate Keywords:
To see the best results, be sure to negate your brand and competitor terms from the other campaigns. For example, if your brand is "Ollie's Treats", you will want to add "Ollie's Treats" as a negative exact match and negative phrase match keyword in the auto campaign, competitor campaign and generic campaign to ensure you're only bidding on brand terms within the brand campaign.
Ad Groups within these targeted manual campaigns should be structured the same as the automatic campaign to which they are connected. The additional manual campaigns should have the same ad groups, with the same SKUs within those ad groups.
Can I used this with Seasonal Keywords?
In addition to brand name and generic terms, you can also consider setting up a separate manual campaign to target seasonal keywords. These could include holiday searches such as "Christmas gifts" or other seasonal searches like "gifts for mom" and "fall decor."
Taking Keyword Actions in Flywheel:
Taking keyword actions in Flywheel is simple with our shopper segmentation, aka 'tagging' functionality. Set up tagging and Flywheel will automatically highlight any search terms that meet the criteria your the audiences you have set.
Learn more: Tagging Search Terms (Shopper Segmentation)
Next: Campaign Configuration Checklist: