Despite a clear winning strategy among the four campaign models, some sellers hesitate to adopt it due to the time commitment involved. Managing campaigns with one product per ad group can be a labor-intensive process, whether done through Seller Central or Excel with bulk file uploads. This realization has led to the development of advanced Amazon advertising management software as a viable solution for efficient campaign management.
By leveraging the power of AI and automation, this software streamlines bid optimization, search term analysis, campaign creation, and restructuring processes. It significantly reduces the manual effort required, enabling sellers to focus on other essential aspects of their business. With this sophisticated software, advertisers can seamlessly implement the proven 4-campaign build with one product per ad group, maximizing data visibility, and driving improved campaign performance.
The Architecture of PPC
In our pursuit of optimizing advertising efforts, we have thoroughly explored two highly effective campaign architectures that yield remarkable data visibility and enable valuable optimizations. While the 7-campaign build proves advantageous for well-established brands with ample investment capabilities, we have observed that, for most brands, the 4-campaign build presents an equally compelling choice. The distinction between branded and non-branded keywords does not significantly impact results, making the 4-Campaign Build a practical and effective option for the majority of brands.
Throughout in-depth studies conducted over the past five years, Basilio Inc has delved into the significance of arranging multiple campaigns to effectively support advertising endeavors. Both the 7-Campaign Build and the 4-Campaign Build have proven to be instrumental in providing valuable data insights and enhancing campaign performance. For brands with strong brand names and sufficient budget allocations, the 7-campaign model allows the inclusion of branded terms, generating a wider range of keywords and enhancing ad visibility. However, for most brands, the 4-Campaign Build stands out as a more pragmatic choice, offering a streamlined yet effective approach to campaign organization and optimization.
1.Non-Branded Manual Broad
- Non-Branded Manual Phrase
- Non-Branded Manual Exact
- Branded Manual Broad
- Branded Manual Phrase
- Branded Manual Exact
- Manual Broad
- Manual Phrase
- Manual Exact
Manual: Advertisers have full control over their advertising strategy. They manually add keywords and fine-tune bids, providing the flexibility to utilize different Match Types for precise targeting and optimization. This level of control empowers advertisers to tailor their campaigns to meet specific goals and maximize ROI.
Automatic: Are managed by Amazon’s system. Advertisers set bids at the ad group level, and Amazon automatically adds relevant keywords based on customer search terms. Automatic campaigns serve as a valuable resource for generating new keywords to add to Manual campaigns and identifying unproductive keywords that should be negated.
Exact: Bids are triggered when a customer’s search query exactly matches the keyword spelling, word order, and contains no additional words. Exact Match keywords with 3-5 words generally yield the highest return on ad spend (ROAS), driving optimal performance for targeted searches.
Phrase: Bids are triggered when a customer’s search query includes the keywords in the same word order, even if other words precede or follow the keyword. Phrase Match keywords, typically 2-4 words in length, boast competitive ROAS and cater to broader yet relevant searches.
Broad: Bids are triggered for any customer search query containing the keywords in any order. For 1-word Broad Match keywords, advertisers often achieve the highest ROAS, embracing a broader reach.
The 4-Campaign build offers advertisers a valuable opportunity to gather pertinent search terms from their Automatic, Broad Match, and Phrase Match campaigns, enabling the creation of targeted keywords for their Exact Match campaigns. This continuous keyword generation enhances campaign relevancy and significantly boosts the overall performance of advertising efforts. However, it’s crucial to remember that after adding search terms as keywords in Exact Match campaigns, advertisers should negate the same terms from Automatic, Broad Match, or Phrase Match campaigns to maintain relevancy and avoid splitting data across campaigns.
By embracing the 4-Campaign build approach, advertisers gain access to more precise data at both the campaign and product levels. This clear and comprehensive data enables a deeper understanding of the overall advertising strategy’s performance and individual product-level performance. Armed with this enhanced visibility, advertisers can make smarter strategic decisions, leading to better results and driving increased sales and profitability.
It’s important to acknowledge that while the 4-Campaign build has proven highly effective for many brands, it may not be a one-size-fits-all solution. Each brand’s unique goals and circumstances may require modifications to the campaign structure. Variations in product listings or specific business objectives may necessitate adjustments to further optimize the advertising strategy.