Amazon Ad Campaign Success Blueprint

✅ STEP 1: Define Your Campaign Objective

Choose one primary goal to focus your campaign around:

Objective	Ad Type(s) to Use
Launch new product	Sponsored Products, Sponsored Brands
Boost sales rank	Sponsored Products, Amazon DSP (retargeting)
Increase brand awareness	Sponsored Brands, Sponsored Display
Defend branded search terms	Sponsored Brands, Sponsored Products (exact match)
Win back lapsed customers	Sponsored Display (audience targeting)

✅ STEP 2: Choose the Right Campaign Structure

Recommended Structure:

• One campaign per product or product group
• Break into 3 ad groups per campaign:
1. Exact match (high control, best for ROI)
2. Phrase match (medium control, useful for discovery)
3. Broad match / Auto targeting (exploration and keyword harvesting)

🔄 Auto campaigns = keyword discovery
🧠 Manual campaigns = profit optimization

✅ STEP 3: Do Keyword Research

Use:

• Amazon’s own keyword suggestions
• Helium 10, Jungle Scout, or DataHawk
• Competitor listings and reviews

Look for:

• High volume, low-competition keywords
• Long-tail phrases (e.g., “organic dog shampoo for sensitive skin”)

✅ STEP 4: Set Strategic Bids and Budgets

Phase	Strategy
Launch	High bids on relevant terms, daily budget ~$20–50 per ASIN
Growth	Bid strategically to maintain rank, trim waste
Profit phase	Reduce bids, shift focus to branded + exact match terms

Use Dynamic Bidding: Down Only during initial testing. Then move to Up and Down or Fixed Bids once performance stabilizes.

✅ STEP 5: Create or Optimize the Product Listing

Even the best ads won’t convert if your listing is weak.

Checklist:

• 📸 Main image clear, zoomable, eye-catching
• 📝 Title is keyword-rich and readable
• 📌 Bullet points highlight benefits + differentiators
• 🖼️ A+ Content (if Brand Registered)
• ⭐ At least 10+ reviews with >4.0 rating (launch Vine if needed)

✅ STEP 6: Launch & Monitor Daily for 7–14 Days

Track:

• CTR (Click-through rate) → tells if the ad is visually compelling
• ACoS (Advertising Cost of Sales) → tells if you’re profitable
• Conversion Rate → tells if your listing is strong

✅ STEP 7: Optimize Based on Performance

Metric Issue	Fix
Low CTR	Improve main image/title, adjust ad placement
High ACoS	Lower bids, negative match poor keywords, improve listing
Low conversions	Improve listing copy, price, or reviews
Irrelevant clicks	Add negative keywords
High-performing keywords	Shift to exact match in new campaign with higher bids

✅ STEP 8: Scale What Works

Once profitable:

• Raise budget caps on high-performing ad groups
• Expand to:
• Sponsored Brands
• Sponsored Display (retargeting)
• Amazon DSP (if you have high volume or are a 1P brand)

✅ STEP 9: Use Reporting Tools

Check these weekly:

Tool	Use
Search Term Report	See which terms convert (or waste spend)
Placement Report	Evaluate performance by ad position
Performance over Time	Spot trends in CTR and ACoS

Export and analyze this data to refine your strategy.

🧠 Pro Tips

• Run retargeting to bring back visitors who didn’t buy (Sponsored Display)
• Use custom images in Sponsored Brands for mobile optimization
• Create branded landing pages using Amazon Stores to increase brand trust