(12.2) Ad Portfolio for a Single Product – Amazon Advertising Campaign Types

Ad Portfolio for a Single Product – Amazon Advertising Campaign Types

Eazyppc welcomes you to the lesson ‘Ad Portfolio for a Single Product’ – you should read and fully understand the previous lessons, as Eazyppc uses terms and concepts explained in earlier posts throughout this one.

When running ads, Sellers need to organize their campaigns neatly in order to easily track/monitor results, and from there make correct and timely decisions and adjustments. If you don’t organize your Portfolio properly from the start, it will be very difficult to make quick and sensible adjustments later on.

Note: Each product niche MAY require a different advertising strategy – for example: in the fashion niche, Auto campaigns are primarily used for advertising; in the beauty niche, if a Brand sells many products in a vertical line (moisturizer, foundation, eye cream, etc.), most ad revenue will flow into ASIN Defender campaigns. In addition, it depends on the ad budget, ‘aggressive’ growth or ‘sustainable’ growth, the Seller’s business needs, financial situation, and cash flow.

-> Therefore, many factors must be carefully considered before setting up ad campaigns. The Portfolio below is a standard Portfolio for a single Evergreen product with low seasonality.

Standard Portfolio Model by Product (by Child-SKU)

• 1 Portfolio (currently Eazyppc only has a tool for Sponsored Products):
  • 1 Sponsored Products Campaign: Auto with all 4 Target types or 4 Auto Campaigns (1 Target type per Campaign) -> Bulk Auto Campaign Creation Tool
  • 1 Sponsored Products Campaign: Category – Targeting your product’s Category
  • 1 Sponsored Products Campaign: targeting competitor ASINs appearing organically on page 1 (Use Helium 10 Xray to get ASINs) -> ASIN Targeting Campaign Creation Tool
    • ASINs that generate orders with good CVR should be run with Sponsored Display targeting by ASIN
  • N Sponsored Products Campaigns: keyword targeting, Exact match type, using the core keyword set as guided by Eazyppc
    • Keywords that generate orders with good CVR should be filtered out to run Phrase & Broad
    • Keywords that generate orders with good CVR should be filtered out to run Brand
    • 1 Campaign – 1 Keyword Campaign Creation Tool
  • 1 Sponsored Products Campaign – ASIN Defender: targeting your own ASIN and other related ASINs within the Brand for defense -> ASIN Targeting Campaign Creation Tool
  • 1 Sponsored Display Campaign targeting your own ASIN and other related ASINs within the Brand for defense
  • 1 Sponsored Display Campaign for remarketing with Similar to Advertised Products (Optional)
  • 1 Sponsored Display Campaign for remarketing with Advertised Products (Optional)
  • 1 Sponsored Display Campaign targeting by Category (Optional)
  • 1 Sponsored Brand Exact Campaign targeting proven keywords – using image display format (Optional)
  • 1 Sponsored Brand Exact Campaign targeting proven keywords – using Video display format (Optional)
• Notes:
  • This Portfolio model uses Sponsored Products as the foundation, suitable for the majority of products
  • For product types such as Fashion, Toys, etc. – product categories where visual design matters -> Sellers can allocate more budget to Sponsored Brand and Display
  • For highly seasonal products, Sellers need to run Sponsored Product keyword-targeting ads to improve organic ranking before entering the Trend season. During the Trend, adding Sponsored Brand and Display ads is very straightforward.
  • Sponsored Display Bids should be set very low: $0.03 then gradually increased, because this ad type generates an extremely high volume of clicks very quickly (SD can display to individuals across all pages, not just product pages or other pages within the Amazon ecosystem)
  • Sponsored Display should use Video as the creative format for better performance.