How you structure your campaigns will depend on your catalog and overall preference, here are two methods to consider when organizing your catalog.
1. Group Products by Parent ASIN:
The most concise way to group products in campaigns is by Parent ASIN. Child ASINs can be grouped together in one ad group, as long as they have similar prices.
If one child variation sells at a higher price (i.e. bulk offerings), put this child ASIN in a separate ad group. This works best with our price-aware bidder and helps you better control spend.
If you have a very large catalog, consider option 2.
Pro Tip: Export the product metrics page to get a full list of skus, then filter and sort by Parent ASIN/Child ASIN to create campaigns.
2. Group Products by Category/Similar Attributes:
If you're grouping products by category, please also consider the following criteria to ensure you get the best results from Flywheel:
- Product Margins: Each campaign reflects products or product lines with similar margins: 10-15% range (unsure of your margins, upload your COGS to product metrics)
- Product Price: Each campaign reflects products of similar price points: do not group $10 products with products selling for $200+
- Product Goals: Each campaign reflects products or product lines with the same goals. (Launch, Growth, Profit)
- Use Ad Groups to refine targeting: If you sell vitamins, you made create ad groups by Adult vitamins, Childrens vitamins, Gummies. If you're unsure how to break these down, think about how consumers typically search for your products by reviewing Amazon's 'search term' report.
Campaign Creation Tips:
Regardless of how you group your products, for best results and easy campaign management, consider the following:
- Proper Campaign Structure - Mirrored or Audience Based Structure: Newer brands should follow the "basic" mirrored structure, which is one auto campaign for each manual campaign. The automatic campaign serves as a data mine for new keyword data, using the “explore and exploit” strategy. Seasoned brands should follow an audience based structure, which is one auto campaign and three manual campaigns: generic terms, brand terms, competitor terms. Targeting audiences allows you to control better spend.
- Smart Naming Convention: "Dog Collars - Launch - Auto - Generic" Campaign names and ad groups should reflect the product line, goal, audience (if applicable) and targeting type (optional). You should be able to identify which SKUs are in each campaign and ad group just by the name. This will come in handy when taking keyword actions! You can easily edit campaign names within Seller Central.
- Advertising Budget: Campaigns must have a sufficient budget to ensure ads don’t stop running before the end of the day. Calculate the average daily spend looking over the past 30 days to gage a sufficient budget. Remember to consider your category CPC, if you spend $2.25/click a $10 daily budget will be used up after 4 clicks.
Using the Organization Template to Organize SKUs
Next: Basic Campaign Structure: Mirrored Campaigns