Why Is Amazon PPC Campaign Naming Important?
Jansher Afridi
Amazon PPC Expert | Scaling e-commerce Brands through PPC | Help Amazon Brands to Grow their Sales and Maximize Profits 10x | $55M+ In Sales For Amazon Brands | Worked With 24+ Brands
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The main importance of a good Amazon campaign naming structure is?friction reduction. You want to set up a framework that lets the stakeholders in the ad account move quickly and effectively in the ad account interface.
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Campaign naming makes it easy for everyone to look at the Amazon account and identify the different campaigns and what they’re doing.
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Even if you’re the only person accessing the ad account, there’s the possibility of forgetting your campaigns. And, instead of burdening your brain trying to remember all your campaigns, why not use a good campaign naming structure that lets you identify all your campaign objectives at a glance?
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Searchability is the primary determinant of a good campaign naming structure.?Your campaign name needs to factor in all aspects you can search for when looking for a specific campaign. You then need to integrate all these components into your campaign name.
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Having these details in your campaign name makes the search fast and efficient and makes optimization easy. For example, if you want to find all the campaigns with a particular ASIN in them, a good campaign naming structure would allow you to run a search and find all the campaigns with that ASIN.
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The best Amazon campaign names consist of seven distinct parts: (1) A short name of the product, (2) ASINs, (3) Ad type, (4) Target type, (5) Match type, (6) Objective, and (7) Bid adjustment.
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Pro Tip:?You should also implement a good campaign naming structure for your ad groups. The bare minimum would be to copy the name from the campaign to the ad group and then add some other signifiers to differentiate the ad groups.
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If you have several Amazon ad campaigns, you probably have a sick feeling in your stomach at the thought of renaming all those campaigns. But, don’t worry, we’ve broken down the campaign naming structure into three levels, from the simplest to the most complex.
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Your first goal is to achieve Level One across all your Amazon campaign names. Once you’ve achieved this, begin scaling, renaming, and restructuring your Amazon campaign names to meet the criteria of level two and then level three.
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Our level one Amazon campaign naming structure is the bare minimum. This is your minimum goal.?Level one, or the Searchability and Ability to Scan, allows you to?enjoy the benefits of a good campaign naming structure without too much work.
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This level focuses on enabling quick scanning for your campaigns. For example, you can add product identifiers, the product name, SKU or ASIN, to let you search your campaigns based on the products.
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Campaign type is another differentiator worth adding to your level one campaign naming structure. Remember, the goal is to make it simple for you and your stakeholders to scan through the campaigns quickly.
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Depending on your agency’s internal language, you can use abbreviations for campaign type. For example, at Ad Badger, we use ASP for Auto Sponsored Product campaigns and MSP for Manual Sponsored Product campaigns.
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In level two of our Amazon campaign name structure, we’re building on level one but focusing on campaign targeting types. This could be Match Types, Broad, Broad Modified, Exact, etc.
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The goal for level two is to?create more search options for your campaigns. You can also have this structure for ad groups, where you use the level one naming structure for the campaign and the level two to name your ad groups.
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Level three is the pinnacle of good campaign naming structures. In addition to the search options of levels one and two, the level three campaign naming structure also includes business objectives.
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Business objectives here mean goals or desired outcomes. It could be campaign goals or business goals. Some common business objectives you can encode in your Amazon campaign name are ACOS, ranking, impression share, and market share goals.
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Being able to search your Amazon campaign names by business objectives simplifies?knowing at a glance if certain campaigns are hitting their goals.
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If your palms are sweating at the thought of updating all your campaign names manually, then it’s time to put your mind at ease. Amazon now allows PPC advertisers to?download a campaign bulk file from the advertising dashboard.
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1. Download your bulk file.
2. Delete or hide unnecessary columns.
Once you’ve downloaded your bulk file, you can either delete or hide columns you won’t interact with so you don’t get an error when uploading the updated campaign names file. In this case, things like the budget and keyword columns are irrelevant so you could delete or hide them.
3. Add columns to bridge the current campaign name to the new name when you upload your file.
Some additional columns you can have are the new campaign name, product family, campaign type, business goal, specific targeting info, and ACOS.
4. Use a spreadsheet function to combine all the data from your additional columns into a single column.
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Although a good Amazon campaign naming structure does not impact your ad performance, it makes managing and optimizing campaigns easier. This could trickle down to how well you optimize your campaigns and, by extension, your campaign performance.
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Additionally, it saves you precious time to focus on other essential aspects of your business.
Good luck!
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·???????Jansher Khan??Amazon PPC Expert ?
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