How Do You Organize Your Amazon Ad Campaigns? Learn Our Top Tips.

How to Organize Campaigns and Ad Groups in Amazon Ads for Better Performance

When it comes to running successful Amazon Ads, performance isn’t just about bidding high or picking the right keywords—it’s also about organization. A well-structured campaign makes it easier to optimize, track performance, and scale profitably. Yet many brands overlook this crucial step.

In this post, we’ll break down how to structure your campaigns and ad groups effectively so you can reduce wasted spend, increase efficiency, and get more out of every advertising dollar.

Why Campaign and Ad Group Structure Matters

Amazon Ads offers a range of targeting options and controls, but without a solid structure, things can quickly spiral into confusion. Here’s why a good setup matters:

• Improved reporting – Easier to identify what’s working and what’s not
• Faster optimization – You can adjust bids and budgets with confidence
• Better budget control – Allocate resources more effectively between high and low performers
• More scalable – Clean structures are easier to duplicate and exp

Step 1: Choose a Logical Campaign Structure

The most common—and effective—way to organize campaigns is by product category, brand, or goal. Each campaign should have a clear purpose.

Examples:

• By product type:
  • “Running Shoes – Sponsored Products”
  • “Running Shoes – Sponsored Brands”
• By goal:
  • “Top Sellers – Conversion Focused”
  • “New Launch – Awareness”

This makes performance reporting and budget management far easier, especially when you start running multiple campaigns across many products.

Step 2: Use Ad Groups to Segment Further

Within each campaign, create ad groups that separate your targeting strategies.

For example, in a “Running Shoes” campaign, you could create:

• Ad Group 1: Broad Match Keywords
• Ad Group 2: Phrase Match Keywords
• Ad Group 3: Exact Match Keywords

Or separate by product variation:

• Ad Group 1: Men’s Running Shoes
• Ad Group 2: Women’s Running Shoes

This segmentation allows you to adjust bids and targeting at a more granular level, leading to tighter control over performance and ACOS.

Step 3: Keep Targeting Clean and Specific

Avoid overloading a single ad group with dozens of keywords or multiple products. Instead:

• Keep each ad group tightly themed
• Limit keyword count to 10–30 high-quality keywords
• Group ASINs by similarity in price, function, and appeal

The cleaner your setup, the more meaningful your performance data will be.

Step 4: Leverage Naming Conventions

Use consistent naming conventions so you always know what each campaign and ad group is doing at a glance. Include:

• Product name
• Match type
• Campaign type
• Target region (if applicable)

Example:
“Shoes_Exact_SponsoredProducts_US”

This helps reduce confusion and makes collaboration with teams or agencies much smoother.

Step 5: Monitor, Optimize, and Scale

With a well-structured campaign layout, you’ll be able to:

• Easily spot high-performing keywords or products
• Pause or lower bids on underperformers
• Reallocate budget toward what’s working

Over time, a clean structure allows you to test new strategies without cluttering your account or creating unnecessary overlaps.

Final Thoughts

Amazon Ads isn’t just about creativity or bidding power—it’s about precision and control. Structuring your campaigns and ad groups in a clean, strategic way lays the foundation for better optimization and bigger results.

If you’re tired of messy ad accounts and manual reporting, our software automates campaign organization and optimization—so you can focus on growth, not grunt work.