How should I structure an Amazon PPC campaign?
You should structure an Amazon PPC campaign around a clear objective, relevant products and a deliberate targeting method, then use focused ad groups for related products and targets. In Sponsored Products, separate campaigns are most useful when you need independent budgets or campaign-level controls, not simply more folders. For Sponsored Products, think in terms of campaigns, ad groups, advertised products and targets. A campaign has a budget and campaign-level settings, including its bidding strategy and placement adjustments. Ad groups contain the products you advertise and their common keyword or product targets. Individual targets can have their own bids. Group products that are closely related and suitable for the same targets. A campaign advertising resistance bands might include similar sets, but a rehab band and a heavy strength-training set can have different shopper needs and economics. Separate them when sharing targets or controls would make decisions less useful. For one resistance band set, a manageable starting plan could use an automatic campaign for discovery and a manual keyword campaign for relevant phrases you want to manage deliberately. Add a manual product-targeting campaign when you have a useful set of comparable or complementary ASINs to test. This is an example, not a requirement to launch all three at once. You do not need a separate campaign for every keyword or match type. Separate them when independent budgets, placement settings or reporting justify the work. As data develops, you may separate branded demand, category discovery or proven queries, but a small launch budget may support a simpler structure more effectively. Use consistent names that identify the product or family, objective, targeting method and marketplace. Keep a simple record of each campaign's role, so changes to bids, negatives or product selection remain understandable. Avoid adding campaigns that repeat the same purpose without providing extra control. Review search terms, targets, advertised products and placements together. Promote useful discoveries into deliberate manual tests where appropriate, exclude clearly irrelevant traffic, and compare results against margin and the campaign goal. Allow for attribution delay and avoid changing structure, bids and listings all at once if you want to understand the effect. Make budget decisions at campaign level. Creating another ad group does not reserve spending for it, and broad discovery can still attract much of the campaign's traffic. Keep related demand together when shared controls work; split it when independent priorities or economics make that arrangement unsuitable.
Structure Amazon PPC by product, objective and targeting method, with focused ad groups. Learn which controls belong at each level and when to split.