Why are the campaigns grouped by Parent-ASIN?
Advigator groups campaigns by Parent-ASIN and sponsors all variants within. If you have a very large catalog (>1000 products) you might see them grouped by the leaf category (browse node).
The reason for this comes from how the search terms report is structured, which is used to identify the keywords that led to sales on a product.
In the report, the deepest level of granularity is the Ad Group. We cannot distinguish which specific ASIN that search term generated the sale towards. Therefore, an ad group must have very similar ASINs so that keyword distinction isn't important.
Campaign name
Ad group name
Search term
impressions
Click
Orders
My campaign
My ad group
iphone 12 cover
1000
10
1
My campaign
My ad group
iphone xs cover
2000
20
2
My campaign
My ad group
iphone 7 cover
3000
30
3
If different products like an iPhone 7 and iPhone 12 case are sponsored in the ad group, we don't know how many orders came to either product from that specific keyword. So we can't calculate the correct conversion rate, bids per click or decide whether to ignore that term from the product campaigns. A similar report is 'ASINs purchased report', but does not include search terms.

Why not create a campaign for each variant?

It's not a good idea because you risk having little data for each keyword - making it impossible to properly calculate the conversion rate and bid per click.

Large catalogs

If you have a very large catalog, campaigns are grouped into leaf + brand categories. This is the right compromise to ensure targeting accuracy, without having to manage tens of thousands of campaigns.

Variants and Parent-ASIN not set correctly

It may happen that a variant has not been correctly inserted in the parent-ASIN. In such cases, we look at the title of the ASIN and the file name of the photo. If they are exactly the same, we group them in the same campaign. The idea is that if two ASINs have exactly the same title/main photo, then it is very likely that we also have the same targeting.
Last modified 2mo ago