Welcome to this tutorial. In this article, we’ll discuss different strategies for structuring our campaigns and see how we can launch them in Bulk using Adbrew’s Campaign Launcher.
The first step in creating a fruitful Amazon campaign structure is to group ASINs into different Product Groups. This can be easily done using labels in Adbrew and that’s covered in a separate tutorial. There are various factors that should be considered while grouping ASINs, such as – their similarity, their prices, and performance tracking. Once the grouping is done, the next step is to decide the ideal campaign structure. When it comes to campaign structuring, there’s no one size that fits all and Adbrew’s Campaign Strategies is perfectly designed to fit all of our needs.
We’ll use 3 different case-studies with different structuring requirements and learn how to launch campaigns using Adbrew. Let’s straight away jump to our first case study –
Case Study 1
This account has 1000+ products which are all different types of paintings. We will group the products based on the type of the painting such as – Nature, Abstract Art, and so on. As the account has a vast number of products, we will keep our structure simple so that it is more manageable. We will have 1 Auto and 1 Manual Campaign for each product group. Auto Campaign will have just 1 AdGroup while the Manual Campaign will have 5 AdGroups – 1) Broad 2) Phrase 3) Exact 4) Product and 5) Category – one for each Targeting Type. Once we’ve decided our structure, we can simply create the same in Adbrew’s Campaign Strategies. A strategy is nothing but a template or a blueprint for any pre-defined campaign structure that can be used to launch campaigns in bulk. We’ve created exactly the same structure in the strategy and also specified the bidding strategy, budget, targeting type and the default bids for each campaign. Once the structure is created, we can go to the product explorer, select the products and launch the campaigns. We can choose the strategy, specify the budget, select the portfolio, and add the prefix or suffix for our Campaign or AdGroup names. We can now a preview of the final structure that will be launched and can override the budget or default bids. We can also add Amazon’s recommended seed keywords or products to our AdGroups before the launch. We can click on ‘Add Keywords’ for Keyword Targeting AdGroups or ‘Add Products’ for Product Targeting AdGroups. We’ll see the recommended keywords from Amazon and choose the relevant match type along with the bid with which we want to start the targeting. In case we want to use our own keywords instead, we can do that as well by clicking on ‘Enter Manually’ option. Once the keywords are added, we can click on ‘Launch Campaigns’, and all the campaigns will be created with a single click.
Case Study 2
Now, let’s move on to our next case study. This brand sells different kinds of oils such as Teak oil, Linseed oil, and Furniture oil. Each oil type is sold in 3 different sizes – 275 ML, 500 ML and 1L. We cannot keep all these variations into a single AdGroup as we may want to have different bids for the same keyword for different sizes. So, we will create 3 AdGroups per Campaign – one for each variation. We will also create different campaigns for different targeting types so that we can have better control over budget, placement bids and the bidding strategy as those can be configured at a campaign level. So, in total, we will create 6 Campaigns for this Product Group and each Campaign will have 3 AdGroups. We have modelled the same structure in our strategy. Since we want to replicate the same AdGroup for each product, we will enable the ‘Repeat for Products’ toggle in the AdGroup section. This will ensure that we have 1 AdGroup created for each individual ASIN. Let’s select the products for one of the product group and try to launch the campaigns. We will add prefix to the Campaign Names to denote the Oil Type and suffix to AdGroups to denote the size of the oil. In case we want to group products together in a single campaign or adgroup, we can specify the exact same names and Adbrew will group them together. For example, we can group 275ML and 500 ML in a one adgroup – ‘Small Size’ while 1L in a different adgroup – ‘Large Size’. We can see that they are grouped together. In our case we want all 3 to have separate adgroups so will simply append the size to the adgroup names. We can see the preview of the final structure and it exactly matches our requirement for this use-case.
Case Study 3
Moving on to our last case study for this tutorial. This account is of a beauty care brand and we’ll use a slightly advanced structure for this one. The requirement is to have more granular controls and thus we will create different campaigns for Branded Targeting, Competitor Targeting and Generic Targeting. We’ll create 3 different Campaigns for Generic Targeting – one for each targeting type – Broad, Phrase and Exact Keywords. We’ll create 1 Campaign for Branded Product Targeting which is often referred as Defensive or Upsell Campaign, 1 Campaign for Category Targeting and 1 for Product Targeting. We have modelled the same structure in our strategy. In total, we are going to create 9 Campaigns for each product with this strategy. We will launch the campaigns for 5 completely different products with the same structure and thus we have enabled ‘Repeat for Products’ toggle at the Campaigns level. We can provide the name of the product as the Prefix to the Campaign Names. With this, 45 Campaigns for 5 different products (9 each) will be launched with just 1 click.
This would have given a fair idea on how to model any campaign structure of our choice in Adbrew’s Campaign Strategies and Launch them in Bulk using the Launcher. The next step is to setup Keyword Harvesting Funnels for the automated movement of keywords and bid optimisation rules which will be covered in the subsequent lessons.