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.
Sponsored 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 · Sep 25, 2026Amazon Product Launch Playbook: The First 90 Days
A stage-by-stage Amazon launch plan: what to have ready before day one, what to do in days 1–30, 31–60 and 61–90, and the exit criteria for each stage.
12 min read · Sep 25, 2026Amazon PPC Management: The Complete Guide for Sellers
How Amazon PPC management works end to end: objective, audit, campaign structure, bids, budgets, the weekly optimization cycle and the reports that prove it.
11 min read · Sep 25, 2026Amazon PPC for Small Brands: What to Do With Under $1,000 a Month
A small Amazon ad budget works when it is concentrated. The structure, keyword count, bid approach and weekly routine for accounts spending under $1,000 a month.
5 min read · Sep 25, 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 · Sep 25, 2026Amazon PPC Campaign Structure That Scales With Your Catalog
A structure where every campaign has one job, one match type and one bid logic. How we lay out portfolios, campaigns and ad groups so an account can grow.
6 min read · Sep 25, 2026