The below-mentioned campaign structure applies to any industry which we onboard on Amazon Ads. The nomenclature of the campaigns should be followed as mentioned below:
- These are the initial campaigns that are created in order to understand the performance of various categories and products.
- Post the learning from these campaigns, creating additional campaigns with various other types of targeting takes place.
Campaigns | Type | Targeting | Ad Groups | Keyword Examples | Campaign Name |
Prospect | Sponsored Products | Automatic | Multiple Ad Groups | Close Match, Loose Match | Prospect_Automatic_SP_Shirt |
Generic Keyword | Multiple Ad Groups | Shirt, T-shirt | Prospect_G.Keyword_SP_Shirt | ||
Comp. Keyword | Multiple Ad Groups | Peter England shirts, Beyoung Tshirts | Prospect_C.Keyword_SP_Shirt | ||
Product Targeting | Multiple Ad Groups | Products or Category | Prospect_C.Product_SP_Shirt | ||
Retargeting | Brand Keyword | Multiple Ad Groups | Brand Shirt, Brand Tshirt | Retarget_B.Keyword_SP_Shirt | |
Brand Product | Multiple Ad Groups | Products or Category | Retarget_B.Product_SP_Shirt | ||
Prospect | Sponsored Brand | Generic Keyword | Multiple Ad Groups | Shirt, T-shirt | Prospect_G.Keyword_SB_Shirt |
Comp. Keyword | Multiple Ad Groups | Peter England shirts, Beyoung Tshirts | Prospect_C.Keyword_SB_Shirt | ||
Product Targeting | Multiple Ad Groups | Products or Category | Prospect_C.Product_SB_Shirt | ||
Retargeting | Brand Keyword | Multiple Ad Groups | Brand Shirt, Brand Tshirt | Retarget_B.Keyword_SB_Shirt | |
Brand Product | Multiple Ad Groups | Products or Category | Retarget_B.Product_SB_Shirt | ||
Prospect | Sponsored Brand Video | Generic Keyword | Multiple Ad Group | Shirt, T-shirt | Prospect_G.Keyword_SB(V)_Shirt |
Comp. Keyword | Multiple Ad Groups | Peter England shirts, Beyoung Tshirts | Prospect_C.Keyword_SB(V)_Shirt | ||
Product Targeting | Multiple Ad Groups | Products or Category | Prospect_C.Product_SB(V)_Shirt | ||
Retargeting | Brand Keyword | Multiple Ad Groups | Brand Shirt, Brand Tshirt | Retarget_B.Keyword_SB(V)_Shirt | |
Brand Product | Multiple Ad Groups | Products or Category | Retarget_B.Product_SB(V)_Shirt | ||
Prospect | Sponsored Display | Contextual Targeting | Multiple Ad Groups | Products or Category | Prospect_C.Product_SD_Shirt |
Audience Targeting | Multiple Ad Groups | In Market, View, and Purchase Remarketing | Prospect_Audience_SD_Shirt | ||
Retargeting | Contextual Targeting | Multiple Ad Groups | Products or Category | Retarget_B.Product_SD_Shirt | |
Audience Targeting | Multiple Ad Groups | In Market, View, and Purchase Remarketing | Retarget_B.Audience_SD_Shirt | ||
Prospect | Sponsored Display Video | Contextual Targeting | Multiple Ad Groups | Products or Category | Prospect_C.Product_SD(V)_Shirt |
Audience Targeting | Multiple Ad Groups | In Market, View, and Purchase Remarketing | Prospect_Audience_SD(V)_Shirt | ||
Retargeting | Contextual Targeting | Multiple Ad Groups | Products or Category | Retarget_B.Product_SD(V)_Shirt | |
Audience Targeting | Multiple Ad Groups | In Market, View, and Purchase Remarketing | Retarget_B.Audience_SD(V)_Shirt |
1.) Prospect & Retarget Campaigns can have multiple ad groups under a Campaign.
2) In the case of SB (Sponsored Brand) Campaigns, we can now create multiple ad groups within the campaign.
Sample Campaign Format:
Nomenclature:
Audience Targeting | Campaign Targeting | Campaign Type | Category/Product |
Prospect/Retargeting | Automatic/Manual | Sponsored Products/Brands | Category/Product |
Example:
“(Audience Targeting)_(Campaign Automatic/Manual-Non Brand Keyword/Brand Keyword/Non-Brand Product/Category)_(Campaign Type)_(Category/Product)”
- Prospect_Automatic_SP_Footwear
- Prospect_G.Keyword_SB_Footwear
- Retargeting_B.Keyword_SP_Footwear
Ad Group Nomenclature:
Ad groups should be named on the basis of the following.
Product Category: Top wear, Bottom Wear, Suit Sets, etc
Keyword Match Type: Broad Type, Phrase Type, Exact Type
Targeting Type: High Volume, Low volume or etc
Price Type Product: Grouping the products on price range.
