Improve Your Amazon PPC strategy: 3 Tips for Beginners (2025)

How to Organize Amazon Ads Campaigns (4 Common Ways)

Deciding how to structure your Amazon Advertising campaigns can be overwhelming with countless options, combinations and approaches. 

To help you out, I present four common ways to organize your campaigns in Amazon Seller Central dashboard. This article cuts through the confusion, offering straightforward strategies to align your campaigns with your business goals and enhance your advertising success.

Let’s jump in!

1. By Product Categories

You can structure your advertising campaigns around product categories. This allows you to create specific ads for different product groups and allocate your budget accordingly.

For example, you can create separate campaigns for electronics, clothing or household products.

2. By Best-Selling Products

Another option is to create campaigns based on your best-selling products. By highlighting your bestsellers in separate campaigns, you can increase their visibility and drive more sales.

You can leverage your bestsellers in 3 ways:

• Bundle bestsellers in a separate campaign together with other products to drive sales
• Use high-converting keywords in bestseller product details
• Sponsored Brands campaign for bestellers

2.1. Bundle bestsellers with other products to drive sales

One way to drive sales is to use your bestsellers as entry points for cross-selling related items or upselling higher-value alternatives, further increasing your revenue.

Here’s how: 

• Create separate campaigns and bundle your bestsellers with other products 
• Offer discount for the bundle 
• Promote non-best-selling items as add-ons or complementary products when customers purchase a best-seller.

Note: you do not need to create separate campaigns for child ASINs or variations of the products. After shoppers click the ad that promotes your bestseller, they will automatically see available variations. 

For example, if “black hat” is your best seller, you don’t need a separate campaign with all other colors. 

You can go even further: 

• Perform keyword research 
• Create a keyword list of high-converting keywords
• Set up a Sponsored Brands campaign

Keep reading to find out how.

2.2. Use top-converting keywords in bestseller product details 

Conduct in-depth keyword audit to identify relevant and high-converting keywords for your bestsellers. 

Strategically incorporate these keywords into your product listings titles, descriptions and advertising campaigns to improve their searchability. 

Just be careful: don’t try to hit the ultimate maximum just for the sake of it. It’s really important for your keywords to actually make sense and relate to your product.

2.3. Sponsored Brands: bestsellers campaign

With a registered brand on Amazon, you can use Sponsored Brands ads to boost your visibility. These ads show your logo, a custom headline and several of your bestselling items. 

They appear right at the top of search results, giving you increased visibility and brand recognition.

3. By Brands or Product Lines

If your business offers different brands or product lines, consider setting up individual campaigns for each. This way, you can customize your ads and marketing messages for each brand, helping you keep a consistent brand image on Amazon.

4. By Seasonal or Promotional Campaigns

Another approach is to set up separate campaigns around seasonal events or promotions. For example, Christmas, Black Friday or Prime Day. This allows you to present specific offers and messages tailored to each event. 

Many sellers use multiple campaign types and manage various campaigns within each type. Without descriptive and consistent campaign naming, this can quickly spell doom for organized structure and become chaotic. 

To keep things neatly organized and ensure a smooth workflow, use a descriptive and systematic naming for your campaigns.

Luckily, I have a campaign naming template you can use for your campaigns. Here it goes:

Best Practices for Ad Campaign Names (with Practical Examples)

Managing your ad campaigns efficiently is crucial, whether you use a PPC tool or not. The key? 

Implement a consistent naming convention to avoid the chaos of a disorganized account. 

This simple strategy saves time, reduces stress, and enhances your analysis capabilities, making your placement report and Amazon ad interface much easier to navigate. 

Here are some best practices to guide you:

1. Campaign Type

Use these abbreviations to clearly identify the type of campaign you are running:

1. SP = Sponsored Products
2. SB = Sponsored Brands
3. SBV = Sponsored Brands Videos
4. SD = Sponsored Display

2. Country (Marketplace)

If you advertise on multiple Amazon marketplaces, include the country abbreviation to your campaign names to easily differentiate between Amazon marketplaces:

• UK for the United Kingdom
• IT for Italy
• FR for France 
• … and so on. 

3. Product Type or Name

Incorporate specific product types or names into your campaign names.

For example, let’s say you’re selling and advertising a catalog of kitchen lamps, keychains, car tires and hand-made carpets. 

When you create an advertising campaign for lamps, add “Lamps” to the campaign name. And you’ll quickly tell them apart from advertising campaign for carpets. 

4. Campaign match type or targeting

Specify campaign match type in the campaign name so you will be able to immediately tell what campaign type you’re looking at. 

Here’s a list of abbreviations you can use: 

1. PH = phrase campaign
2. BR = broad campaign 
3. PAT = Product Attribute Targeting  
4. EX = Exact 
5. KW = Keyword
6. CAT = Category

This is just a suggestion and you can use your own abbreviations! As long as you establish a system that works for you. 

Whatever naming system you’ll end up going with, just make sure to stick with it. 

5. Brand or Account Name

Assign short, meaningful abbreviations for each of your brands or accounts to simplify overview and management.

For instance: 

• Orange Bananas brand = OB
• Red Snatchers = RS
• Blazing Blazers = BB 

This approach helps you instantly recognize which campaigns are associated with which brands, making navigation through accounts much smoother.

6. Auto or Manual? (Only for Sponsored Products)

If you’re running Sponsored Products Auto and Manual campaigns, then I strongly recommend you to include that information in the campaign name:

• [auto]: for Sponsored Products Auto campaigns
• [manual]: for Sponsored Products Manual campaigns

7. Ad Groups Identifier

Label ad groups with “AG” to prevent confusion between campaign and ad group names:

• AG = ad group

That’s how you’ll immediately be able to set apart an ad group from a campaign.

Practical example 1: “SP_IT_Lamps_BR_OB [manual]”

Let’s break down this campaign name according to best practices listed above:

• SP = SP marks a Sponsored Products campaign, so you immediately know what’s the campaign type 
• IT = IT stands for Italy, so this is the marketplace for this campaign
• Lamps = you can immediately tell the product type
• BR = BR means that this is a broad campaign and 
• OB = in this example, “OB” stands for “Orange Bananas” which is the account name
• [manual] = because this is a Sponsored Products campaign, it’s a good idea to define if it’s an Auto or Manual campaign. This one is clearly a Sponsored Products Manual campaigns

Practical example 2: “OB_IT_SP_Lamps”

Especially longer names often get truncated. So another thing you can do is to move the most important part of the name to the font. In this case, I have +50 advertising accounts. 

I decided to start the campaign name with the account name so I can immediately tell which account a campaign belongs to.  

• OB = in this example, “OB” stands for “Orange Bananas” which is the account name
• IT = IT stands for Italy, so this is the marketplace for this campaign
• SP = SP marks a Sponsored Products campaign, so you immediately know what’s the campaign type 

Remember, this is just a suggestion! You can set up your naming convention however you want. 

But whatever you do, set up a logically organized system and then stick to it.

Tip 2: Focus On Keywords to Boost Amazon Pay Per Click Advertising

The core of any Amazon advertising strategy optimization guide consists of keywords. What separates ok PPC strategies from real money makers are relevant keywords. If your keywords are irrelevant or unsuitable, it is likely your ads won’t reach your target audience.

Keywords do not only define what your product is about, but more importantly, they are used by potential customers when they search for specific products.

The Power of Keywords

Let’s have a look at an example.

You need new tennis shoes, so you type ‘tennis shoes’ in Amazon search box. You expect to see a selection of tennis shoes in your search results. But a tennis ball pops up instead!

You didn’t find what you were looking for. You are probably confused and maybe even a bit upset because the result does not match your search. So you rather leave the site and try to find tennis shoes on another website or selling platform.

This example is of course extreme and would not really happen in real life. But it does paint a picture of why is it important to use relevant keywords: so your users can find your products. Moreover, your Amazon PPC strategy will be much more effective and you won’t waste your advertising budget on keywords that don’t perform.

To find and use relevant keywords, you first need to develop a good keyword strategy. Here are a few tips that will help you get started.

How to brainstorm keyword ideas

Think early on about all the possible keywords and search query for different situations where buyers might be looking for your product. Shopper search keyword can depend on popularity, seasonality, and current trends.

Users may want to buy something for a specific occasion (wedding, birth, Christmas gift, etc.). Or they may be looking for a specific brand or an alternative product for a brand.

Your targeting keywords list should contain all this information!

Develop Winning Keyword Strategy

Coming up with relevant keywords can be a thorny task. But don’t worry, here are three tips that will make you keyword strategy flourish.

1. Use Keyword Research Tool

Save time and use a dedicated keyword research tool to search for relevant keywords in bulk.

On top of that you can see keyword search volume, relevant keyword suggestions and use many other useful features (that differ based on which tool you’ll go with). Export the keyword list – spreadsheet works just fine.

2. Double check each keyword

Check each keyword to make sure that it complements your products and is as relevant as possible. Your keywords must be related to the products you want to promote (and sell!) on Amazon, Google and other platforms.

Plus, make absolutely sure there are no misspellings!

3. Group your keywords and keyword phrases by topics

Organize your keywords in different topics or topic clusters. This will save you time and effort later on if you will want to run individual campaigns for specific topics or simply find substitutes.

Once you find relevant keywords, do not forget to use them in your Amazon Ads!

Crack the code to keyword match type

Using the right keywords is important. To cover the basics, you should be aware of different keyword types and match types:

• Short tail keywords
• Long tail keywords
• Exact match keywords
• Phrase match keywords
• Broad match keywords
• Negative keywords

Let’s talk a bit more about negative keywords. If you use them properly, your advertising budget will be used more on the keywords that really matter.

For example, if you sell tennis shoes specifically for women, you can add “men” as a negative keyword to exclude irrelevant search queries.

This way you can avoid irrelevant traffic and unnecessary advertising costs. Learn more about why keywords matter and crack the code to your Amazon PPC strategy.

Besides keywords, you can also display your advertisements on Amazon based on product categories. You can find this option in the targeting settings.

This way you can also reach target groups that are really interested in your product. In terms of time management, this can be a welcome improvement because you don’t have to constantly check your keywords.

Sponsored Products Bidding Strategies

There are different campaign types, but 80% of all Amazon sellers use Sponsored Products campaigns. 

These campaigns offer several campaign bidding strategies in Seller Central:

1. Dynamic bids – down only
2. Dynamic bids – up and down
3. Fixed bids

Let’s see what the differences are.

1. Dynamic bids – down only (Beginner)

The “Dynamic bids – down only” campaign bidding strategy on Amazon automatically lowers your keyword bid when your ad is less likely to lead to a sale. 

“Down only” bidding strategy can be a good choice because:

• Prevents your ads from appearing in irrelevant searches
• Keeps your ads targeted towards potential buyers more effectively

This can ultimately help you save money.