Campaign structure is certainly one of those topics where you can ask 10 people and get 10 different answers (all with an equally strong conviction)!
However, we do know that agencies and consultants spend a huge amount of time on this task when onboarding new customers, especially if they're taking over existing campaigns rather than creating new ones. It's also certainly equally crucial if brands are managing the campaigns themselves.
Why does campaign structure matter?
Campaign structure matters for two main reasons:
- Clear and granular reporting; and
- More granular optimizations
Let's take a scenario where there's a campaign that has multiple (non-variation) ASINs and multiple match types. The reporting may look something like this:
Granted this may be an extreme example (although it happens more than you'd think) but looking at this, it's difficult to disentangle and therefore interpret the data. The ACoS is blended across unrelated ASINs and it's unclear what ASINs the keywords and search terms relate to, etc.
Given this, it's really tough to optimize properly, which should ideally be done on an individual keyword level for each ASIN.
The Problem with the Status Quo
In Amazon Advertising or Seller Central, budgets can only be controlled at an ad group level and very often, one ad group can have more than one match type (Broad, Phrase, Exact, etc.). So this means that budgets cannot be controlled at a match type level.
| We believe controlling budgets at a match type level for an individual parent ASIN is crucial for campaign success as, ultimately, having the right budget proportion between Broad vs Exact matters a lot more than bidding $3.00 vs $3.05.
The proportion of your budget that's allocated to a particular match type very much depends on your campaigns goals and the stage of the campaign. Generally, a mature ACoS-focused campaign will have a much higher proportion of Exact than, say the beginning of a product launch campaign. For a more detailed discussion on this, see our article on goal setting.
We address this in a few ways:
We make the campaign restructuring process a whole lot easier by automating the migration of ASINs and keywords (with accompanying negations) to a cleaner and more optimized structure which typically means 1 parent ASIN with variations per campaign only.
We tie this in to your campaign goals to set you up with the best budget allocation across all match types. This typically means splitting your budget between Research match types (Auto, Broad and Phrase) and Performance match types (Exact broken down into Branded, Non-Branded and Competitor) as well as ASIN targeting.
Here's a preview of how we're doing it:
Since we launched Nozzle's bid optimization tool on Aug 1st 2020, we're always looking for new partners to sign up to our Pioneer program.