With each new Amazon Sponsored Ads feature arriving, optimization becomes more and more complex. We will share our best practices in both, campaign setup and day-to-day PPC optimization, helping you to squeeze the maximum out of your Amazon Ads. You will learn new techniques to efficiently set up the right campaign structures on the basis of your product portfolio. You will also learn how to use automation to keep your performance on top of the game over time. This includes promoting the right ASINs on the right ad positions, placing the right bids for keywords and product targets.

1. Amazon Nerd Alert:
How to Build an Ideal Campaign Structure and
Optimize Performance
Dr. Florian Nottorf | CEO & Data Scientist

2. Learner Outcomes
After this session, you will be able to:
● Understand why Amazon Advertising is becoming this important
● See Amazon Advertising as a strategic challenge
● Apply 3 useful hacks to top up your advertising game
● Identify all the advantages of Product Attribute Targeting campaigns
● Love data ;)

3. Adference - The PPC tool for Amazon Sponsored Ads
Bid
Budget
Campaign
Keyword
Optimization/Automation
1
2
3
4
Predictive Optimization for Amazon Ads
Reduce costs, optimize ACoS, increase revenues
+ Automation + Machine Learning + Scaling
About me
Dr. Florian Nottorf
CEO & Data Scientist
I ❤ PPC
I ❤ Numbers
I ❤ Performance
I ❤ Adference

4. Why Amazon Ads?

5. Where do US Amazon buyers start their search for new products?

6. Amazon dominates e-commerce in the US
Amazon's market share is almost 50%
Other

7. Amazon net sales revenue from 2004 to 2018 (in billion US dollars)
source: www.statista.com

8. More relevance, more sellers, more products, more competition
Amazon's share of e-commerce sales in Germany
source: www.statista.com
Total Amazon

9. Amazon's advertising revenues are growing faster than the market as a whole
Its share of the advertising market continues to grow

10. Advertising itself is gaining in importance right now:
1. increases organic competition
2. intensifies paid competition
3. ad space for organic ranking is in decline
You need to play the game to be part of it

11. But keep the long-term in mind:
Efficient advertising plays a key strategic role!
Advertising itself is gaining in importance right now:
1. increases organic competition
2. intensifies paid competition
3. ad space for organic ranking is in decline
You need to play the game to be part of it

12. Choose your PPC strategy first, leave setup & optimization for later
maximum Orders
-
short term
Goal
ROAS/ACoS
Duration
Product Launch
newProducts

13. Choose your PPC strategy first, leave setup & optimization for later
maximum Orders
-
short term
maximum Clicks
-
mid term
Goal
ROAS/ACoS
Duration
Product Launch Visibility
new someProducts

14. Choose your PPC strategy first, leave setup & optimization for later
maximum Orders
-
short term
maximum Clicks
-
mid term
maximum Sales
strict limit
continuously
Goal
ROAS/ACoS
Duration
Product Launch Visibility Performance
new some allProducts
that’s the
challenge!

15. Sponsored Products Ads

16. Choose your campaign type...
Vendors only
Today’s focus

17. Examples of Sponsored Products Ads
On the search results page

18. Examples of Sponsored Products Ads

19. Examples of Sponsored Products Ads

20. An ideal campaign setup
for Sponsored Products Ads

21. 2 types of Sponsored Products campaigns
Auto Campaign
Targeting:
Automatically
Sponsored Products
Amazon itself selects the search
queries and products and decides
where the ads are placed.
!

22. 2 types of Sponsored Products campaigns
Auto Campaign
Targeting:
Automatically
Sponsored Products
Amazon itself selects the search
queries and products and decides
where the ads are placed.
Targeting:
Keywords
Manual Campaign
You decide on which search
queries your ads are placed
! "
Well that’s
new!

23. Auto Campaign
Targeting:
Automatically
Sponsored Products
Amazon itself selects the search
queries and products and decides
where the ads are placed.
Targeting:
Keywords
Manual Campaign
You decide on which search
queries your ads are placed
! "
Well that’s
new!
Targeting:
Products
2 types of Sponsored Products campaigns

24. all (ir)relevant
search
queries and
product
placements
Super easy to handle:
✓ 1 campaign
✓ 1 ad group
✓ 1 maxCPC bid
✓ Target all products
✓ Target all search queries
But:
regardless of their individual
performance, all targets (search
queries and products) receive the
same maxCPC bid
In three minutes you are ready to go
- but your performance will suffer
Simple setup and handling for
auto campaigns
1 bid for all
products at
adgroup level
Auto campaign
Adgroup
Ads
(Products)
maxCPCTargeting

25. all (ir)relevant
search
queries and
product
placements
Super easy to handle:
✓ 1 campaign
✓ 1 ad group
✓ 1 maxCPC bid
✓ Target all products
✓ Target all search queries
But:
regardless of their individual
performance, all targets (search
queries and products) receive the
same maxCPC bid
In three minutes you are ready to go
- but your performance will suffer
Simple setup and handling for
auto campaigns
1 bid for all
products at
adgroup level
Auto campaign
Adgroup
Ads
(Products)
maxCPCTargeting
Example
Search term
backpack
backpack red
backpack fjällraven
backpack fjällraven red
backpack fjällraven men
fjällraven kanken red

26. all (ir)relevant
search
queries and
product
placements
Super easy to handle:
✓ 1 campaign
✓ 1 ad group
✓ 1 maxCPC bid
✓ Target all products
✓ Target all search queries
But:
regardless of their individual
performance, all targets (search
queries and products) receive the
same maxCPC bid
In three minutes you are ready to go
- but your performance will suffer
Simple setup and handling for
auto campaigns
1 bid for all
products at
adgroup level
Auto campaign
Adgroup
Ads
(Products)
maxCPCTargeting
Example
Search term
backpack
backpack red
backpack fjällraven
backpack fjällraven red
backpack fjällraven men
fjällraven kanken red
1%
2%
3%
4%
5%
6%
CVR

27. all (ir)relevant
search
queries and
product
placements
Super easy to handle:
✓ 1 campaign
✓ 1 ad group
✓ 1 maxCPC bid
✓ Target all products
✓ Target all search queries
But:
regardless of their individual
performance, all targets (search
queries and products) receive the
same maxCPC bid
In three minutes you are ready to go
- but your performance will suffer
Simple setup and handling for
auto campaigns
1 bid for all
products at
adgroup level
Auto campaign
Adgroup
Ads
(Products)
maxCPCTargeting
Example
Search term
backpack
backpack red
backpack fjällraven
backpack fjällraven red
backpack fjällraven men
fjällraven kanken red
1%
2%
3%
4%
5%
6%
CVR maxCPC
0.30$
Attention:1 maxCPC bid for allsearch queries andproduct targets!

28. all (ir)relevant
search
queries and
product
placements
Super easy to handle:
✓ 1 campaign
✓ 1 ad group
✓ 1 maxCPC bid
✓ Target all products
✓ Target all search queries
But:
regardless of their individual
performance, all targets (search
queries and products) receive the
same maxCPC bid
In three minutes you are ready to go
- but your performance will suffer
Simple setup and handling for
auto campaigns
1 bid for all
products at
adgroup level
Auto campaign
Adgroup
Ads
(Products)
maxCPCTargeting
Example
Search term
backpack
backpack red
backpack fjällraven
backpack fjällraven red
backpack fjällraven men
fjällraven kanken red
1%
2%
3%
4%
5%
6%
CVR maxCPC
0.30$
!
Meh, I can
do better
than this!
Attention:1 maxCPC bid for allsearch queries andproduct targets!

29. 1 bid for each
keyword or
product
Well...more effort:
– Keywords need to be researched
and added
– Product placements have to be
added manually
Better performance:
✓ maxCPC bids can be placed
individually per keyword/placement
Hijack products:
✓ specific products can be flooded
with your ads
Manual campaign
Adgroup
Ads
Keywords
More control and effort needed with
manual campaigns
Products
maxCPCTargeting
explicitly
booked
keywords or
products
More effort, but improved performance possible
through accurate targeting

30. 1 bid for each
keyword or
product
Manual campaign
Adgroup
Ads
Keywords
More control and effort needed with
manual campaigns
Products
maxCPCTargeting
explicitly
booked
keywords or
products
More effort, but improved performance possible
through accurate targeting
Example
Keyword
backpack
backpack red
backpack fjällraven
backpack fjällraven red
backpack fjällraven men
fjällraven kanken red
1%
2%
3%
4%
5%
6%
CVR
Well...more effort:
– Keywords need to be researched
and added
– Product placements have to be
added manually
Better performance:
✓ maxCPC bids can be placed
individually per keyword/placement
Hijack products:
✓ specific products can be flooded
with your ads

31. 1 bid for each
keyword or
product
Manual campaign
Adgroup
Ads
Keywords
More control and effort needed with
manual campaigns
Products
maxCPCTargeting
explicitly
booked
keywords or
products
More effort, but improved performance possible
through accurate targeting
Example
Keyword
backpack
backpack red
backpack fjällraven
backpack fjällraven red
backpack fjällraven men
fjällraven kanken red
1%
2%
3%
4%
5%
6%
CVR maxCPC
0.10$
0.20$
0.30$
0.40$
0.50$
0.60$
All keywords and product placements can
be provided with an individual maxCPC and
controlled optimally.
Well...more effort:
– Keywords need to be researched
and added
– Product placements have to be
added manually
Better performance:
✓ maxCPC bids can be placed
individually per keyword/placement
Hijack products:
✓ specific products can be flooded
with your ads

32. 1 bid for each
keyword or
product
Manual campaign
Adgroup
Ads
Keywords
More control and effort needed with
manual campaigns
Products
maxCPCTargeting
explicitly
booked
keywords or
products
More effort, but improved performance possible
through accurate targeting
Example
Keyword
backpack
backpack red
backpack fjällraven
backpack fjällraven red
backpack fjällraven men
fjällraven kanken red
1%
2%
3%
4%
5%
6%
CVR maxCPC
0.10$
0.20$
0.30$
0.40$
0.50$
0.60$
All keywords and product placements can be
provided with an individual maxCPC and
controlled optimally.
Well...more effort:
– Keywords need to be researched
and added
– Product placements have to be
added manually
Better performance:
✓ maxCPC bids can be placed
individually per keyword/placement
Hijack products:
✓ specific products can be flooded
with your ads
My dreams
do come
true...

33. Combine both campaign types for maximum performance
Use auto and manual campaigns for maximum traffic coverage and best control options
Manual Campaign
Keywords Products
Create manual campaigns &
make sure products are
identical in both campaigns
1

34. Add all known keywords
and product placements to
your manual campaigns
Combine both campaign types for maximum performance
Use auto and manual campaigns for maximum traffic coverage and best control options
Manual Campaign
Keywords Products
Create manual campaigns &
make sure products are
identical in both campaigns
1
2
Use relevant
product targets
performance-based
bids
performance-based
bids
KeywordsGoal
backpack
backpack red
backpack fjällraven
“b000js9xkg”
“b000x46y0s”
“b000fsgr5y”
Products
Set the right bids for each
keyword and product
placement
3
Use relevant
keywords

35. Create auto campaigns &
make sure products are
identical
Combine both campaign types for maximum performance
Use auto and manual campaigns for maximum traffic coverage and best control options
Manual Campaign
Keywords Products
Manual campaign setup
1 2
Use relevant
product targets
performance-based
bids
performance-based
bids
KeywordsGoal
backpack
backpack red
backpack fjällraven
“b000js9xkg”
“b000x46y0s”
“b000fsgr5y”
Products
3
4
Auto Campaign
Use relevant
keywords

36. Create auto campaigns &
make sure products are
identical
Combine both campaign types for maximum performance
Use auto and manual campaigns for maximum traffic coverage and best control options
Manual Campaign
Keywords Products
Manual campaign setup
1 2
Use relevant
product targets
performance-based
bids
performance-based
bids
KeywordsGoal
backpack
backpack red
backpack fjällraven
“b000js9xkg”
“b000x46y0s”
“b000fsgr5y”
Products
3
4
Auto Campaign
low bids
Goal
Set low bids for each
keyword and product
placement
5
b000fsgr5y, b000js9xkg,
b000jwcbpq, b000v24p94,
b000x46y0s, b000yk...
Products
backpack,backpack red,
fjällraven, backpack
fjällraven men, fjällraven
kanken
Search
terms
Use relevant
keywords
Catch all search queries &
product targets

37. Combine both campaign types for maximum performance
Use auto and manual campaigns for maximum traffic coverage and best control options
Manual Campaign
Keywords Products
Manual campaign setup
1 2
Use relevant
product targets
performance-based
bids
performance-based
bids
KeywordsGoal
backpack
backpack red
backpack fjällraven
“b000js9xkg”
“b000x46y0s”
“b000fsgr5y”
Use relevant
keywords
Products
3
Auto Campaign
Catch all search queries &
product targets
low bids
Goal
b000fsgr5y, b000js9xkg,
b000jwcbpq, b000v24p94,
b000x46y0s, b000yk...
Products
backpack,backpack red,
fjällraven, backpack
fjällraven men, fjällraven
kanken
Search
terms
Auto campaign setup
4 5
Use auto campaigns to
harvest keywords
6

38. Combine both campaign types for maximum performance
Use auto and manual campaigns for maximum traffic coverage and best control options
Manual Campaign
Keywords Products
Manual campaign setup
1 2
Use relevant
product targets
performance-based
bids
performance-based
bids
KeywordsGoal
Products
3
Auto Campaign
low bids
Goal
b000fsgr5y, b000js9xkg,
b000jwcbpq, b000v24p94,
b000x46y0s, b000yk...
Products
backpack,backpack red,
fjällraven, backpack
fjällraven men, fjällraven
kanken
Search
terms
Auto campaign setup
4 5
Use auto campaigns to
harvest keywords
6
Add those keywords as
negatives
7
add negative keywords
add negative placements
backpack
backpack red
backpack fjällraven
“b000js9xkg”
“b000x46y0s”
“b000fsgr5y”
Use relevant
keywords
Catch all search queries &
product targets

39. Combine both campaign types for maximum performance
Use auto and manual campaigns for maximum traffic coverage and best control options
Manual Campaign
Keywords Products
Manual campaign setup
1 2
Use relevant
product targets
performance-based
bids
performance-based
bids
KeywordsGoal
Products
3
Auto Campaign
low bids
Goal
b000fsgr5y, b000js9xkg,
b000jwcbpq, b000v24p94,
b000x46y0s, b000yk...
Products
backpack,backpack red,
fjällraven, backpack
fjällraven men, fjällraven
kanken
Search
terms
Auto campaign setup
4 5
add negative keywords
add negative placements
backpack
backpack red
backpack fjällraven
“b000js9xkg”
“b000x46y0s”
“b000fsgr5y”
Combine campaigns
6 7Use relevant
keywords
Catch all search queries &
product targets

40. Combine both campaign types for maximum performance
Use auto and manual campaigns for maximum traffic coverage and best control options
Manual Campaign
Keywords Products
Manual campaign setup
1 2
Use relevant
product targets
performance-based
bids
performance-based
bids
KeywordsGoal
Products
3
Auto Campaign
low bids
Goal
b000fsgr5y, b000js9xkg,
b000jwcbpq, b000v24p94,
b000x46y0s, b000yk...
Products
backpack,backpack red,
fjällraven, backpack
fjällraven men, fjällraven
kanken
Search
terms
Auto campaign setup
4 5
add negative keywords
add negative placements
backpack
backpack red
backpack fjällraven
“b000js9xkg”
“b000x46y0s”
“b000fsgr5y”
Harvest keywords in
manual campaigns:
broad → phrase → exact
8
...
9
Combine campaigns
Use relevant
keywords
Catch all search queries &
product targets
6 7

41. New targeting option for manual campaigns:
“Product Attribute Targeting”

42. Update for manual campaigns: Product Attribute Targeting (PAT)
Targeted
Product
Advertised
Product

43. Update for manual campaigns: Product Attribute Targeting (PAT)
Placement:
product detail page
Advertised
Product
Targeted
Product

44. Update for manual campaigns: Product Attribute Targeting (PAT)
Placement:
product detail page
Placement:
search result page
Advertised
Product
Targeted
Product
“..when the #1 organic result is the ASIN targeted.”

45. Update for manual campaigns: Product Attribute Targeting (PAT)
- You can target individual products and also product groups
- Create targets by...
- ...categories
- ...brands
- ...price ranges
- ...star ratings

46. Update for manual campaigns: Product Attribute Targeting (PAT)
- You can target individual products and also product groups
- Create targets by...
- ...categories
- ...brands
- ...price ranges
- ...star ratings
!
HOLY COW?!
Think of theoptions!!!

47. - Attack competitors: Get customers to buy your products instead
- Protect yourself: Advertise on your own products
- More sales: Advertise complementary products
- More Performance: Use more advanced combinations of auto and manual campaigns
You can do some nasty things with PAT
!
"
#
$

48. Granularity and structure
of your campaigns

49. Decide how detailed you can work, but the effort increases!
Single-ASIN campaigns? Split by categories?
Manual CampaignAuto Campaign
All Products
effort increases

50. Decide how detailed you can work, but the effort increases!
Single-ASIN campaigns? Split by categories?
Manual CampaignAuto Campaign
Manual CampaignAuto Campaign
All Products Product Categories
Manual CampaignAuto Campaign
effort increases

51. Decide how detailed you can work, but the effort increases!
Single-ASIN campaigns? Split by categories?
Manual CampaignAuto Campaign
Manual CampaignAuto Campaign Manual CampaignAuto Campaign
Manual CampaignAuto Campaign
Manual CampaignAuto Campaign
All Products Product Categories Single-ASIN Campaigns
Manual CampaignAuto Campaign
effort increases
Manual CampaignAuto Campaign

52. Weigh pros and cons when it comes to the level of detail
Granular Campaigns
Manual CampaignAuto Campaign
Grouped Campaigns
Manual CampaignAuto Campaign

53. Weigh pros and cons when it comes to the level of detail
Granular Campaigns
Pros
+ less effort
+ clear structure
+ aggregated learning
Cons
- mismatch of ads & targets
- on the lower end of what is
possible
Manual CampaignAuto Campaign
Grouped Campaigns
Manual CampaignAuto Campaign

54. Weigh pros and cons when it comes to the level of detail
Granular Campaigns
Pros
+ less effort
+ clear structure
+ aggregated learning
Cons
- mismatch of ads & targets
- on the lower end of what is
possible
Manual CampaignAuto Campaign
Grouped Campaigns
Manual CampaignAuto Campaign
Pros
+ best match of ads & targets
+ infrastructure for maximum
performance
Cons
- low traffic volume per
campaign
- high-maintenance
- meta-reporting needed

55. Weigh pros and cons when in comes to the level of detail
Granular Campaigns
Pros
+ less effort
+ clear structure
+ aggregated learning
Cons
- mismatch of ads & targets
- on the lower end of what is
possible
Manual CampaignAuto Campaign
Grouped Campaigns
Manual CampaignAuto Campaign
Pros
+ best match of ads & targets
+ infrastructure for maximum
performance
Cons
- low traffic volume per
campaign
- high-maintenance
- meta-reporting needed
!
Well,
that’s your
call!

56. Structure your campaigns as you wish
Campaigns by
audience keywords
competitor
generic
brand

57. Structure your campaigns as you wish
Campaigns by
audience keywords
competitor
generic
brand
Campaigns by
life cycle
exploit
new
explore

58. Structure your campaigns as you wish
Campaigns by
audience keywords
competitor
generic
brand
Campaigns by
life cycle
exploit
new
explore
Campaigns by
match type
exact
broad
phrase
Campaigns
by ...
...
...
...

59. Structure your campaigns as you wish
Campaigns by
audience keywords
competitor
generic
brand
Campaigns by
life cycle
exploit
new
explore
Campaigns by
match type
exact
broad
phrase
Campaigns
by ...
...
...
...
!
...I know how
to deal with
that!

60. Let’s wrap it up!

61. Wrap up
1. Understand Amazon Advertising as a strategic challenge

62. Wrap up
1. Understand Amazon Advertising as a strategic challenge
2. Sponsored Products Ads are to some extent comparable to Google Ads
a. Auto campaigns → Implicit targeting (Google Shopping)
b. Manual campaigns → Explicit targeting (Google Search Ads)

63. Wrap up
1. Understand Amazon Advertising as a strategic challenge
2. Sponsored Products Ads are to some extent comparable to Google Ads
a. Auto campaigns → Implicit targeting (Google Shopping)
b. Manual campaigns → Explicit targeting (Google Search Ads)
3. Combine auto & manual campaigns for maximum performance

64. Wrap up
1. Understand Amazon Advertising as a strategic challenge
2. Sponsored Products Ads are to some extent comparable to Google Ads
a. Auto campaigns → Implicit targeting (Google Shopping)
b. Manual campaigns → Explicit targeting (Google Search Ads)
3. Combine auto & manual campaigns for maximum performance
4. You can do nasty things with Product Attribute Target campaigns

65. Wrap up
1. Understand Amazon Advertising as a strategic challenge
2. Sponsored Products Ads are to some extent comparable to Google Ads
a. Auto campaigns → Implicit targeting (Google Shopping)
b. Manual campaigns → Explicit targeting (Google Search Ads)
3. Combine auto & manual campaigns for maximum performance
4. You can do nasty things with Product Attribute Target campaigns
5. Use your proven best practice for structuring Amazon campaigns

66. Wrap up
1. Understand Amazon Advertising as a strategic challenge
2. Sponsored Products Ads are to some extent comparable to Google Ads
a. Auto campaigns → Implicit targeting (Google Shopping)
b. Manual campaigns → Explicit targeting (Google Search Ads)
3. Combine auto & manual campaigns for maximum performance
4. You can do nasty things with Product Attribute Target campaigns
5. Use your proven best practice for structuring Amazon campaigns

67. Adference GmbH
Munstermannskamp 1
21335 Lüneburg | Germany
T +49 (0) 4131 789 83 18
E info@adference.com
Contact us for a 30-day free trial
Thanks
Dr. Florian Nottorf
CEO & Data Scientist
nottorf@adference.com
for your attention!
Yay!
Amazon Ads

68. Steal These Ideas
● Choose your PPC strategy first and leave setup & optimization for later
● Combine auto and manual campaigns for maximum performance
● Get ahead by using Product Attribute Targeting
● Weigh pros and cons when it comes to the level of detail in your campaign
structure
● And then: choose your very own proven best practice