Each Amazon Sponsored Products campaign contains one or more ad groups. The first one is automatically created when the campaign is created. Once the merchant’s settings are saved, other ad groups can be added to the campaign. However, the platform will recommend that merchants create ad groups with products belonging to the same category, whether using automatic matching or manual matching, or a combination of both strategies. Doing so can improve merchants’ bidding strategies, relevance, and overall targeting capabilities.
Each ad group in Amazon can use the same keywords, but the prerequisite is that these keywords match the merchant’s products. It should be noted that if the merchant’s ad group becomes a keyword-targeted ad group in manual advertising, then PAT product targeting can no longer be added. Once the ad group uses PAT, it is impossible to permanently add and merge keyword targets.
A maximum of two groups can be opened in one campaign, and a maximum of five words can be placed in one group. Of course, if the merchant wants to put many words in one group, it is also possible, but if one or several of the words are not well performed, it will affect the entire phrase. If the merchant does not remove this word during optimization, the performance will be worse later. It can be concluded that the relationship between ad groups and ad campaigns is the same. In an activity, if one group performs poorly, the performance of other groups will also be poor.
Therefore, it is best to add 5-20 words to a group, because if there are too few words, the description may not be very accurate, and if there are too many words, it will be more troublesome to optimize in the later stage. In terms of traffic, more traffic will be allocated to good words, and the traffic allocated to poor words will be very small; in the early stage of advertising, if the merchant sets too many and too long keywords, it will lead to an increase in the initial advertising capital cost.
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