Campaign structure

Advigator creates campaigns for each parent ASIN, including all variations into the same campaign.

It is not recommended to advertise more than one parent ASIN in the same campaign, because you will not have precise data. When you download the search term report you could find that the “customer search term” column is at ad group level, instead ASIN level. So you are not able to find how many clicks/orders arrived to a specific ASIN from a specific search term.

For this reason we only advertise very similar ASINs (same parent) into the same campaign/adgroup.

So why do not create a campaign for each variation?

It would be too many campaigns and will not add much value due to how sales attribution works on Amazon.

Let’s suppose you have two campaigns for two variation belonging to the same parent ASIN. Now, the customer clicked on the ad from campaign A, but then it purchases variation B. When you’ll see the advertsing report you’ll discover that the campaign A has the amount of sales generated by variation B. This is because Amazon attributes sales to a campaign considering all ASINs of the same brand purchased within the same user’s session. So if you optimize your campaigns using data you may take bad decisions. Moreover, you will have less data and not very statistically significant.

Large catalogs

If you have a large catalog (> 1000 parent ASIN), we group campaigns by a combination of “brand + browse node”. This is a trade-off between targeting accuracy and the number of campaigns created.

Usually, large catalogs are likely to have issues in parent-child relationships. Some ASINs might be created as parent ASINs instead of as variation of the same parent ASIN. In such case, we may group them if they have the exact same title/photo. We suggest fixing this catalog issue and prefer using variation where possible.

Single keyword campaigns

Creating a campaign for each keyword is only feasible if you have few products and few keywords. It is usually used to be able to control a keyword using daily budget instead of bid per click. We prefer to use bid per click to control ACoS.