How to Structure The Sponsored Product Campaigns - Andrew Bailiff - Amazon Legends - Episode #302

In this week's episode, we're joined by Andrew Bailiff, an e-Commerce expert managing $1M/month in retail media spend across major platforms. Co-Host of That Amazon Ads Podcast and Co-Founder of AdLabs, Andrew shares key strategies for structuring Sponsored Product Campaigns on Amazon. Dive into foundational steps, auto campaign mastery, manual keyword tactics, and product marketing expertise. Discover budget allocation tips, the algorithmic advantage of broader views, and insights on handling branded keywords. Join us as we unravel the secrets to optimizing your Amazon Advertising strategy with Andrew's invaluable expertise.

Takeaways :

• Start with a Foundation: Begin with a foundation of one auto campaign, two manual keyword campaigns (broad and exact), and two product marketing campaigns (expanded and exact).
• Auto Campaign: Use an auto campaign to gather data and identify relevant keywords. Utilize auto campaigns to discover new keywords and gather insights.
• Manual Keyword Campaigns: Have two manual campaigns: one for broad match and one for exact match. Broad match helps capture a wider audience and gather more data.
• Product Marketing Campaigns: Implement two product marketing campaigns, one for expanded product targeting (similar to broad match) and one for exact product targeting. Expanded product targeting is described as the broad match for product targeting.
• Structure for Control and Optimization: Set up the structure to have precise control over specific keywords and their relationships. Use exact match campaigns to avoid showing ads on a wide array of variations, unlike broader phrase matches.
• Segmentation for Performance: Consider breaking campaigns into multiple ones based on search volume or core keywords. Opt for segmentation when needed for more targeted control and optimization.
• Balancing Budgets and Goals: Allocate budgets across different goals and tactics. Balance spending on research efforts versus driving performance efforts.
• Branded Keywords: For branded keywords, deploy a structure similar to non-branded campaigns with broad and exact variations. Separate branded campaigns based on the level of control and budgetary needs.

Quote of the Show:

Optimizing ad campaigns starts with single product ad groups. It allows precise control over product-to-keyword relationships, enabling aggressive bids on high-converting items and conservative bids on others. Without this segmentation, you risk wasted spend and miss insights into individual product performance on specific search terms. Single product ad groups provide the precision needed for effective campaign management.

Links :

AdLabs - https://adlabs.app/ 

That Amazon Ads Podcast - https://www.youtube.com/@ThatAmazonAdsPodcast

Special Promo: Rewrite this from the listeners point of view: Direct them to sign up for the AdLabs waitlist to schedule a complimentary demo call and when it asks "Where did you hear about us?" we will have an option for Amazon Legends Podcast which will qualify them for a free month trial of the bid optimizer. 

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