B13 How we structure your campaigns
One portfolio per product, a fixed set of campaign roles and consistent naming, so anyone can read your account at a glance.
Read this flowchart as text
- Portfolio: one per parent / standalone ASIN
- Sponsored Products · keywords
- Auto · ATM_P_ASIN discovery of new search terms
- Broad · BR_ASIN_DATE_KEYWORD wide discovery, negatives applied
- Phrase · PH_ASIN_DATE_KEYWORDS mid-funnel testing
- Exact · OW_ASIN_DATE_KEYWORDS graduated winners · ranking · control
- Sponsored Products · targeting
- Product targeting · OP_ASIN_DATE_ASIN competitor + own (defensive) ASINs
- Category · ASIN_DATE_CATEGORY category / sub-category placements
- Sponsored Brands
- Product Collection → Store top-of-search, headline + lifestyle
- Brand Video · 16:9 6–45s highest-engagement format
- Store Spotlight · ≥3 sub-pages
- Sponsored Display
- Views / purchase remarketing
- Audiences: in-market · lifestyle · AMC custom audiences
- Competitor ASIN & category targeting
- Sponsored TV
- 15/30s video · awareness · shopping-signal audiences
Guides that use this process.
Amazon Auto Campaign Setup: Targeting Groups and Bids
How to configure Amazon auto campaigns by targeting group, what starting bids to use, and how to read the data they produce each week.
8 min read · Nov 8, 2026Sponsored Products vs Sponsored Brands vs Sponsored Display
Sponsored Products carries most accounts; Brands and Display earn their place after it. What each ad type does, where it shows and when to add it.
6 min read · Nov 5, 2026Amazon PPC for Product Launches: Structure, Budget and Timing
Launch campaigns run a high ACoS on purpose, for a fixed period, on a short list of terms. How to structure them, budget them and when to switch to profit mode.
6 min read · Oct 31, 2026Amazon Match Types: Broad, Phrase and Exact, Used Properly
Each match type has a job: broad finds, phrase tests, exact controls. How each matches, what to bid on each, how keywords move between them and what to avoid.
6 min read · Oct 30, 2026Amazon Brand Defense Campaigns: Protecting Your Own Listings
Brand defense campaigns keep competitors off your brand searches and your detail pages. How to build them, what to bid and how to tell if they are working.
6 min read · Oct 14, 2026Amazon PPC Audit Checklist: 20 Checks Before We Change a Bid
The 20-point audit we run on every Amazon advertising account before touching anything: setup, structure, targeting, bids, budgets and the listings ads land on.
6 min read · Oct 7, 2026