When it comes to creating campaign structures for Amazon Advertising, every strategist, agency, and software has their own point of view. With all the seemingly conflicting information out there on the best campaign structure, it can be hard to figure out what the best strategy is for your business.
The truth is, there’s no one right way to structure your campaigns, but it is important to be informed on all of the strategies out there, as well as the potential biases that some advertising softwares have towards a specific strategy.
Let’s dive into the specifics of Amazon campaign structure strategies, as well how the software you choose to use can affect your strategy.
Overview of Campaign Strategies
Every advertising strategist, account manager, and agency has their own rule or belief as to what the best campaign structure is.
You might have heard of search term isolation, which is the philosophy that you should only put money towards keywords in Exact match that convert, while negating search terms that aren’t converting.
There are also strategists who believe in single-ASIN, single-Target campaigns, which gives you granular control over your spend and prevents Amazon from controlling your budget.
There are countless other strategies: never have more than one ad group in a campaign. Never have just one ad group in a campaign. Never negate from auto campaigns, always negate from auto campaigns. Never negate from any campaign.
Huh?!
Overview of Software
Just as every individual has their own point of view, most softwares have their own inherent bias towards a specific strategy that they believe is the most effective. They have their own rules and put you into a box when you use their software.
Single-ASIN, Single-Keyword Campaigns
Some softwares build single-ASIN, single-keyword campaigns. This philosophy believes that Amazon shouldn’t have control over distribution of budget within a campaign, so you only give them one keyword and one ASIN—directly controlling how much Amazon will spend on that exact target and product.
In a more typical Amazon Ads campaign, you’d have one ASIN or ASIN-family in a campaign, but hundreds of keywords or product targets for that one ASIN. Because budget is set at the campaign level, you could be limiting how much you spend on one keyword by including it in that specific campaign group. For example, let’s say you have 100 keywords in your campaign, and a $100 daily budget. If one of the 100 keywords is super high volume, you might spend the full $100 daily budget for the whole campaign in just a few minutes, on just that keyword — leaving the other 99 keywords with no spend for the rest of the day.
One potential downside: If you utilize Single ASIN, single keyword campaigns, you’re going to have thousands of campaigns–depending on the software, those campaigns might have computer-generated campaign names that don’t make sense to humans.
Almost overnight, you’ve made your account very difficult to manage manually, and are completely dependent on that software. If you stop using that software, you can’t manage your campaigns on your own without an extensive restructuring project.
AI-Reliant Campaigns
Other softwares are so heavy on AI that you have to build campaigns and optimize them in a certain way for the tool to work at all. For example, you might have to only include certain products or a certain number of products per campaign. Or, you have to set ACoS goals in a certain way to match the tool.
These tools believe that Amazon campaigns are too complicated for a human to manage, so you need to use AI to help. There’s an idea that these softwares are “outsmarting” Amazon with this strategy.
One potential downside with AI-heavy tools is that it can be difficult to reverse-engineer the AI to determine how it arrived at a particular recommendation. These “black boxes” can be highly effective, but when they stop performing — it’s often impossible to understand why, due to the nature of how AI algorithms work.
How Kapoq is Different
From day one, Kapoq has sought to solve these problems of conflicting strategies that claim to be the one and only solution for your business. We know that every account is unique, every account has certain goals, every agency has a specific process—and therefore the software you use should not be the limiting factor in your strategy.
Completely Customizable
We designed Kapoq to work with as many different campaign structures as possible. We fully believe that there’s no one-size-fits-all strategy for every Amazon business, and so we designed Kapoq to support that vision from the inside out. We don’t force a specific campaign strategy, and we allow for you to customize your campaigns to whatever works for you.
When you start using Kapoq, you don’t have to worry about starting over when you make the transition. You don’t have to create new campaigns to fit Kapoq — our harvesting and automations will work regardless of your existing structure (with a few exceptions). We truly believe in giving you the power you need to manage your account effectively!
Transparency
One of our core values at Kapoq is transparency; we fully believe in sharing exactly how our algorithms are calculating the results that you see, so you know exactly where your data is coming from.
So, while other tools use AI-reliant campaigns in a black box, where it’s difficult to understand where things go wrong, Kapoq will always share our formulas and logic for our algorithms and recommendations, so you have all the information you need to succeed.
World-Class Support
We can say we’re the best platform for inheriting your campaign structure because of the tech powering us, but also because of our team. If you encounter issues in your campaign structures or features aren’t working as expected, our support team will jump right away to figure it out with you and get it done.
If you’re interested in learning more about selling via Amazon Business, watch our webinar with Carolyn Lowe of ROI Swift.
