1) AdGroup ASIN Specialisation

We suggest keeping the number of ASINs (product detail pages) in an ad group as small and similar as possible.

It is more effective to have an ad group focused on a specific ASIN rather than including in the same ad group multiple related ASINs. This would help us keep high relevancy of ads with keywords (and then higher traffic and higher conversion rates).

For example, if you want to promote a red hat and a blue hat, including both ASINs in the same ad group may not be a good idea. This because searches more suitable for the red hat (burgundy hat, purple hat…) could trigger the the blue hat as well. These keywords would probably not convert well and would look low-performing (even if they could work well if related only to the red hat).

Related Multiple ASINs in the same ad group could give a distorted view of keyword performances: high potential keywords could look low-performing and ineffective keywords could look to work properly.

2) Control your inventory level

Low inventory could prevent you to win the buy box (people are less likely to buy if they see that an item has a low inventory). Besides, if you run out of stock, your ads will stop showing automatically.

If you are running low in inventory, you could reduce the ad budget. This way you would slow down sales and prevent going out of stock before your replenishment arrives at Amazon.

3) Do not over-manage

OverManaging a campaign is not the best practice. When you create a campaign, change budgets or make some adjustments you should wait before touching again the campaign because:

  • it takes time for the campaign to adjust to changes and run at its optimal potential
  • the reporting for Amazon advertising has a 48-hour delay for most reports
  • manual campaigns in Amazon can take 30 days to age

4) Separate Branded and Not Branded keywords

If you use both branded and not branded keywords, it is a best practice to put them in separate campaigns. This would help you better understand which keywords are bringing results, differentiate strategies among branded and not branded campaigns and scale high performing strategies.

5) Test keywords in all the match types before scaling up your ads

Test a relevant number of keywords per ad group and then focus on the best performing. Test keywords in different match types – they can work differently for different products.