The mirrored campaign structure is an essential foundation to successful Sponsored Products ads. However, once your campaigns grow and you start to get more refined in your strategies and targeting, there are additional campaign structures you can leverage.
This campaign structure allows you to break apart campaigns based on types of keywords you are targeting.
If you want to target particular types of keywords with specific strategies and objectives, consider using a modified version of the mirror campaign structure. Instead of a 1:1 automatic to manual structure, try a 3:1 structure, where you have 3 manuals 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.
Used to target searches involving your competitor's brand names. Based upon your competitors, these clicks can get expensive. Make sure you have set appropriate MACS for these types of campaigns.
Used to target all other searches, works like a traditional mirrored manual campaign. Excludes any branded or competitor keywords.
In this example, the "Memory Foam Pillows - Auto" campaign feeds into 3 separate manual campaigns:
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.
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
When taking keyword actions in Flywheel, keep in mind the ad group mapping feature. This means you will need to move keywords to one manual campaign at a time.
Using the above example of 3:1 audience based campaign structure, you would:
- First move all relevant keywords to the "Branded" campaign and hit Save Settings
- Change the next target ad group and move keywords to the "Competitor" campaign and hit Save Settings
- Then, move relevant keywords to the "Generic" campaign and hit Save Settings