How to build an efficient Amazon PPC advertising campaign and ad group structure: general product and key product strategies

In order to successfully promote products on Amazon, the structure and strategy of your PPC advertising campaign are crucial. The PPC advertising structure mainly consists of advertising activities (Campaign), advertising groups (Ad Group) and keywords (Keywords). The following will introduce in detail how to establish an efficient advertising campaign and ad group structure based on general products and key products.

1. Basic structure of product advertising

Before setting up PPC advertising, you first need to determine your advertising campaign. Choosing the right budget, ad delivery method (automated or manual), and bidding strategy are keys to success. After completing these steps, the next task is to create an ad group. Ad groups are the basic unit for managing and organizing ads in an advertising campaign. Each campaign can contain one or more ad groups, and ad groups can be organized by brand, product, category, or price range.

1.1 Management strategies for common products

Ordinary products are usually large in number and diverse in variety, making them unsuitable for unified delivery management. In order to effectively manage these products, it is recommended that they be standardized and managed according to categories. It can be classified according to Amazon’s first-level category standards, such as stationery, pets, outdoor, etc. If the store focuses on stationery, it can be broken down into more specific secondary categories.

Once a campaign has been categorized, ad group settings usually only need to be downgraded based on the campaign’s classification. For example, an ad group promoting notebooks could be set up for diaries and notebooks. At this time, the corresponding products and keywords need to be assigned to the corresponding ad groups.

1.2 Choice of manual and automatic advertising

In the advertising structure settings of ordinary products, it is recommended to establish automatic advertising campaigns in the early stage. After a period of observation, move the search terms that generated the order to the manual campaign as keywords that can be placed. This setup makes it easy to manage multiple ad groups and allows you to use broad match (Broad) mode in manual campaigns to increase your exposure. Such a strategy is suitable for managing advertising campaigns for ordinary products, and helps identify outstanding “dark horse” products and upgrade them to key products for further promotion.

2. Promotion strategy of key products

There are usually fewer key products or popular products, but the cost of development and promotion is significantly higher than that of ordinary products. Such products must undergo targeted optimization and budget allocation. The promotion of key products needs to be given sufficient attention in advertising activities and a corresponding advertising structure must be formulated. Sellers should conduct more comprehensive market research on key products than ordinary products to ensure the rationality of advertising creativity, positioning and budget investment.

Conclusion

By properly setting up advertising campaigns and ad groups, Amazon sellers can effectively manage general products and key products. At the same time, rational allocation of budget and selection of appropriate advertising methods will further enhance the effectiveness of marketing. Mastering the basic structure and management strategies of PPC advertising can help sellers stand out in a highly competitive market environment.