Campaign structure is the foundation of profitable Amazon PPC. Get it wrong, and you're flying blind. Get it right, and optimization becomes straightforward and effective.
The Problem with Flat Structures
Many sellers put all keywords into one campaign with a single budget. This makes it impossible to know what's working. You can't tell if your ACOS is high because of broad match waste or because your exact match keywords are over-bidding.
Our Recommended Structure
By Match Type: Separate campaigns for Broad, Phrase, and Exact match keywords. This gives you control over bids by match type and makes performance analysis clean.
By Product/ASIN: If you have multiple products, separate campaigns by product. High-margin products can afford higher bids.
Auto Campaigns: Always have an Auto campaign running for discovery. Harvest winning search terms and move them to Exact campaigns.
Example Structure for One Product
- Campaign 1: Auto Discovery
- Campaign 2: Broad Match
- Campaign 3: Phrase Match
- Campaign 4: Exact Match (high-intent, high-converting keywords)
- Campaign 5: Competitor ASIN Targeting
This structure gives you full visibility. If ACOS spikes, you know exactly which campaign to investigate.
Budget Allocation Strategy
Start with 70% of budget in Exact campaigns, 20% in Phrase, 10% in Broad. Shift budget toward what performs best. Auto campaigns should have their own dedicated budget for discovery.