The Correct Campaign Structure to Control Ad Spend | Amazon PPC Beginners' Course (3.2)
AMAZON PPC BEGINNERS' COURSE:
Chapter 3, Video 2
Master your Amazon PPC campaign structure to gain better control over your advertising budget and reduce wasted expenditure. Proper organisation is the foundation of a successful strategy.
This lesson explains how to correctly arrange your sponsored ads into campaigns and ad groups, ensuring your account remains manageable and scalable. We examine how to implement specific keyword match types, including broad, phrase, and exact. By following this structured approach, you can significantly improve your ad spend efficiency and achieve stronger performance across your entire account.
Question:
Should I clean up campaign with mixed match types?
Hi Heath, in this lesson you mentioned that we should not mix match types eg: broad, phrase and exact under 1 ad group. I have campaigns containing 1 ad group and 3 different match types under the ad group and they have been that way for over 1 year. Some of them have good ROAS too. Should I just leave them that way or should I try to separate the match types into their own campaigns? What would be best way to do so? K Answer: Hi K,
Anything that is doing well, keep it as it is, and anything that isn't, you could target in separate ad campaigns, each with its own ad group targeting a single match type.
The ideal structure is to have them separate, but this takes second place to performance. If things are performing well as they are, then keep things as they are, and when you create new campaigns in the future, do so with separate match types. You can manage the original multiple-match type campaign on an ongoing basis. Further Question:
Do I keep the mixed match type campaigns while setting up copies of the match types and keywords in fresh clean campaigns to see if the ROAS stays good? Or should I simply split them up straight away without doing some form of transition? Answer:
If, for example, your Broad ad group is performing poorly while Exact and Phrase are doing well, then firstly, go into the Broad ad group campaign and see if there are any keywords that are performing well. Let's say you are targeting twenty keywords and only two are performing well, so therefore, you have a high ACoS, instead of pausing the ad group, pause all of the poor-performing keywords and place those into a separate ad campaign with only one ad group, that being Broad. Set bids based on the performance in their original campaigns. And also double-check the search terms (see the Search Terms Tab within the Broad ad group) to make sure that those keywords with poor performance aren't suffering from bad/irrelevant search terms being channeled through them).
Simply put... anything that is doing well for you, you must not move it. There is no guarantee that it will perform equally well when migrated out of its original ad campaign. Therefore, only move those not meeting your benchmarks. This will help the original ad campaign to perform better and spend your budget more efficiently (potentially!).
If you aren't sure about the ad group with poorer performance, you can duplicate it in a new ad campaign to see how it performs before removing it from the original. Give it at least 6-8 weeks, unless it suddenly bleeds a lot of money.
Don't mess around with what is currently doing well, and there's no need to duplicate it unless you have a specific strategy for doing so.
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