Amazon PPC Campaign Structure Analysis

Get a clear breakdown of your campaigns! Easily identify and optimize issues with your Amazon PPC campaign structure analysis

The Structure Analysis report

As we all know, Analytics for Amazon is quite lacking in reporting and analysis options. Therefore, Amazon sellers should consider using a third-party Amazon campaign manager for a comprehensive performance overview.

The RevenueWize Structure Analysis report provides an overview of our Amazon campaign structure and highlights issues that require our attention.

The analysis is based on Amazon campaign structure best practices.

The report provides a breakdown of all our campaigns and ad groups for both Sponsored Products and Sponsored Brands. The “All Ad Groups” option is the default selection.

Mixed Keyword Types Issue

Missing Ad Groups Issue

Create Ad Group

Creating a New Amazon Ad Campaign

The Structure Analysis reportץ Amazon PPC structure analysis default view

We will find a list of our campaigns and ad groups which can filter by:

  • Campaign States: Enabled / Disabled
  • Ad Group States:  Enabled / Disabled
  • Ad Types: SP / SB
  • Targeting: Auto / Manual

The content column (right-hand side) refers to the keyword type and keyword count:

  • E – Exact keyword
  • P – Phrase keyword
  • B – Broad keyword
  • # – the number of keywords for this keyword type

Example:
(E 201) – there are 201 exact keywords in the ad group

Mixed Keyword Types Issue

“Ad Groups with Mixed Keyword Types” display ad groups which include more than 1 (one) keyword type.

Ad Groups with a combination of Broad match, Phrase match, or Exact match keywords are not in accordance with best practice. They don’t provide the level of control and granularity we need for achieving optimal optimization.

These cases should be separated into individual ad groups (or campaigns if in sponsored brands) through the Amazon management console. Get more info on using the search term isolation method and why it is important.

Ad Groups with Mixed Keyword Types display ad groups that include more than 1 (one) keyword type

Missing Ad Groups Issue

You can select “ASIN Groups with Missing Ad Groups”. This will display the ASIN groups which are missing a keyword type ad group. Such as combinations of ASINs which are grouped under one or more ad group.

Follow the Amazon PPC campaign structure best practices. We should have at least one ad group per keyword type to support the Amazon search term isolation methodology.

Missing Ad Groups Issue have at least one ad group per keyword type to support the search term isolation methodology

Once a missing ad group has been identified – we can then click on “Create Ad Group” to create one directly from the system.

Create Ad Group

Create Ad Group - set an ad group default bid and include ASIN's

Select Campaign – select from the drop-down an existing campaign or create a new campaign

Ad Group Name – define the ad group name

Default Bid – set an ad group default bid

Ad Group ASINs – the ASINs included in the ad group

Creating a New Amazon Ad Campaign

When selecting the “Create New Campaign” option the system will allow us to create a new ad group within a new campaign. To do so we need to enter the new campaign name, daily budget, and bidding strategy.

Creating a New Amazon PPC Campaign - enter the new campaign name, daily budget and bidding strategy

Have any questions? Drop us a message at support [at] revenuewize.com

In short…

The Campaign Structure Analysis report provides a breakdown of all our campaigns and ad groups for both Sponsored Products and Sponsored Brands.

Easily identify issues such as “Ad Groups with Mixed Keyword Types” or “Missing Ad Groups” and quickly optimize using a campaign manager