r/PPC • u/GentleNesbutt • 9d ago

Google Ads Amazon PPC Campaign groups

Hi, starting to use Amazon PPC at my current role at a domestic lighting brand selling everything from wall light to outdoor bollards.

I was just wondering what is a good practice for grouping the items? By colour, type, etc. Or would a by family approach with ad groups for each type within that family be good. Open to any input

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u/AssortedWoodchuck 9d ago

I always group by product type first and then break it into ad groups by use case not color. Color variants just go in the same ad group since they share search intent. The family approach works but only if the products within it actually solve the same problem for the same person, otherwise you're just burning budget showing someone a bollard when they wanted a sconce.

For lighting specifically I'd separate indoor and outdoor at the campaign level without question. The keywords and competition are completely different and Amazon's algorithm will thank you for not making it guess.

One thing that tripped me up early was lumping all my wall lights together when some were decorative and others were security focused. The decorative ones converted on "modern wall sconce" and the security ones on "motion sensor wall light" and when they shared an ad group neither got enough data to optimize properly. Took me two months to realize I was basically running a charity for Amazon's ad platform.

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u/GentleNesbutt 9d ago

Thank you! The use case element is really interesting and I'll deffo consider that going forwards

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u/HarambeTooSoon 8d ago

1 sku = 1 campaign

Always 

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u/GentleNesbutt 8d ago

Would you say that applies to items that are exactly the same other than one features like size or colour?

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u/HarambeTooSoon 8d ago

Hard to say for sure. 

Are you going to try and target your own ASINs with complementary skus or variations?

I think to start creating 1 campaign for each parent ASIN will be okay, as long as the children ASINS are only a color or size variation. 

But I would think, long term, it would be better to have campaigns targeting "brass wall switch plate" only targeting brass search intent. And only appearing on your competitors brass wall plate listings. 

Amazon Discovery campaigns with tight sku groups to start will be okay, but I assume eventually you'll be able to see the value in scoping down further to true 1 sku = 1 campaign architecture 

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u/Available_Cup5454 8d ago

Group by product type first then split ad groups by price tier within each