The ultimate guide to setting up an Amazon PPC campaign structure

The structure of your Amazon PPC campaign influences ad placement, target audience reach, and budget allocation. With Channable's Multichannel eCommerce platform, you can fine-tune your campaigns to build a strategy that meets all your eCommerce marketing goals.

The importance of Amazon Ads should be common knowledge by now for most eCommerce brands. Amazon has established itself as an eCommerce juggernaut, holding a market share of 37.8% in the US. What’s more, Amazon’s impressive eCommerce revenue is built on the backs of numerous small and medium-sized businesses, with over 60% of sales on Amazon coming from independent sellers.

Getting the most from Amazon Ads depends on a slightly different approach to what you may be used to with other ad platforms like Google Ads or Facebook Ads . To ensure your digital marketing strategy is as effective as possible when using the platform, one of the first things to get right is your Amazon PPC Campaign Structure.

What is the Amazon PPC campaign structure?

Your Amazon PPC Campaign Structure describes how you organize and manage your campaign. It determines how, when, and where your ads appear. A good Amazon PPC Campaign Structure is fundamental to providing your marketing efforts with transparency and control.

While certain aspects of Amazon Ads are out of your control, such as the precise way that the eCommerce giant’s secretive algorithm works, digital marketers will find that there are still a number of things that they can control - and this is where a good Amazon PPC Campaign Structure comes in.

How to structure your Amazon PPC campaign for eCommerce success

Unfortunately, you can’t simply press a button, launch a single automatic Amazon Ads campaign, and watch the sales come rolling in. Instead, to achieve all your marketing objectives on Amazon, it’s likely you’ll need several different campaigns, each based around its own product set and boasting unique objectives.

To ensure you have optimized your Amazon Ads campaign, there are several Amazon ads best practices to follow. One of them is certainly getting your Amazon PPC Campaign Structure right. In order to do so, there are a few terms worth getting to grips with before you get started. We’ve listed some of them below:

• Automatic and Manual Targeting
• Bulk operations
• Negative Keyword Creation
• Powerful If/Then Rules
• Dynamic Campaign Settings

Curious to know more about these terms? Discover what they mean and how to apply them in our free dedicated blog article here and become an Amazon PPC campaign master ??

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