Running Amazon PPC campaigns without a solid structure is like trying to build a house without a floor plan. You can put time, money, and effort into the build, but without a framework, things quickly fall apart. The same happens inside Seller Central. 

The structure of a PPC campaign is its base. If campaigns are unplanned, you’ll struggle to control budgets, understand performance, or scale profitably.

But it’s easy to get lost when there are so many options available, especially with the tools Amazon makes available for all sellers. That’s why this article will explain how to apply three proven structures for you to organize PPC campaigns and make the most profit out of your budget.

Why Structure is Important

The way you structure your campaigns determines three key things: how your budget is controlled, how good your performance data is, and how easy it will be to grow your advertising in the future. 

Budgets live at the campaign level, so if you group products carelessly, one product can drain spend from another without you realizing it. Data can also get tricky. If you lump too many products together, you might get enough clicks to make decisions quickly, but you won’t know which ASIN is actually driving sales. 

On the other hand, if you separate things too much, you’ll have clean data for each product but not enough clicks to make those numbers reliable. And when it comes to scaling, a messy structure means wasted time and money.

A clean structure, on the other hand, means you can focus on adjusting bids and finding growth opportunities.

So, what’s the right way to structure Amazon PPC campaigns? The truth is, there isn’t a single answer. 

The right approach depends on how many SKUs you have, how much traffic they get, and how similar those products are to each other. We stand out three methods: multi-product ad groups, single-product ad groups, and single-product campaigns.

Multi-Product Ad Groups

Multi-product Ad Groups are best for catalogs with thousands of SKUs, like a Merch by Amazon account or an auto parts business. 

In these cases, each product usually receives a handful of clicks per month. If you tried to run a separate campaign for every single product, you’d have dozens or hundreds of campaigns with almost no data to work with.

In this scenario, it makes sense to group products in the same ad group.

With multi-product ad groups, all the ASINs inside share the same keywords and bids. Instead of each product fighting for a tiny amount of data, the group builds up impressions and clicks faster. 

The downside is that you lose visibility. You won’t know exactly which product is generating sales from which keyword. 

A common workaround is to set up negative keyword lists for products that clearly don’t perform, so the group can still function while filtering out wasted spend.

Inside Seller Central, this looks like an ad group with multiple products listed under the same set of keywords. 

As you can see, this ad group covers over seven products and is actually performing very well, with a ROAS of 9.17 and a high number of impressions. 

The highest sales come from the first ASIN with $536.69, though its ROAS is at 5.53.

If we judge performance by ROAS efficiency, the seventh ASIN, with a 22.72 ROAS, is the most efficient; however, its sales volume is significantly smaller.

With Multi-product ad groups, you’ll have to make these types of comparisons all the time and optimize based on your conclusions.

Single-Product Ad Groups: Best for Medium Catalogs with Moderate Traffic

Now, let’s say you don’t have thousands of products, but you do have a healthy-sized catalog. Maybe a few hundred SKUs. 

Each one gets enough traffic to matter, but no single ASIN dominates your sales. This is common for apparel brands with many sizes and colors or home decor sellers with variations of the same item.

In this case, putting each product in its own ad group makes sense. Every ad group has just one ASIN, its own set of keywords, and its own bids. The products still share a campaign budget, but you can now see exactly how each product performs against its targeted keywords.

Inside Seller Central, a campaign like this shows multiple ad groups, each tied to a single ASIN:

The performance report makes it clear how each product is doing with its own set of keywords.

Warning: When you take this route, it’s essential to group products only if they are similar in price point and conversion rate. If you throw together ASINs with very different margins or conversion behaviors, you’ll end up with skewed results. 

Keeping products aligned in performance helps ensure your budget and bids are working toward the same type of results, rather than blending very different signals.

Single-Product Campaigns: The Go-To for Most Sellers

If you’re like most Amazon sellers, you probably don’t have thousands of SKUs. Maybe you manage twenty, a hundred, or even a couple hundred. In this situation, the best option is usually to run single-product campaigns.

This structure is straightforward: one campaign, one ad group, one product. It gives you maximum control. 

Budgets are no longer shared between products, so you can prioritize spend exactly where you want it. You can also control placement multipliers, bids, and keywords without worrying about cross-contamination. 

From a reporting perspective, it makes everything much simpler. You know exactly how each ASIN is performing, without any overlap.

Consider pairing an automatic campaign with a manual one for each ASIN. Automatic campaigns discover new search terms, while manual campaigns exploit them through bidding. 

This simple setup ensures that you’re always testing while also scaling what works.

You could also run a portfolio of five campaigns for each product. 

These fall into two buckets. The first bucket is for research: one auto campaign, one manual campaign for broad and phrase match keywords, and one manual product targeting campaign. 

The second bucket is for performance: one manual exact match keyword campaign and one exact product targeting campaign. With these five campaigns, you cover both discovery and exploitation, giving each ASIN room to grow.

Seller Central makes it easy to keep this setup organized if you use clean naming conventions. Here’s a useful template: “Type of campaign – Product – Asin – Type of targeting – Audience bid adjustments”.

Organizing your campaigns will let you pull up campaigns quickly in the search bar. 

Here’s a short list of applicable terms to name your campaigns.

Type of campaign: 

• SPM sponsored products manual 
• SPA sponsored products automatic 
• SB sponsored brands 
• SD sponsored display

Type of targeting:

• Brand – branded name keywords or branded product defense strategy
• KW – keywords
• PT – product targeting (exact/expanded)
• CT – category targeting
• Store LP – store landing page

Audience bid adjustments:

• CATC – clicked or added to cart
• HLTP – high likelihood to purchase
• PBP – purchased brand’s products
• NTB – new to brand
• AB – Amazon Business

Bonus method: Single Product Campaigns with Single Product Ad Groups

Another proven structure worth mentioning is single-product ad groups inside a single campaign. 

The advantage here is that each ad group contains only one ASIN, with a manageable number of targets. This setup gives sellers much more control over bids because performance data is tied to a single product.

With single-product ad groups, every bid adjustment you make directly affects one ASIN, which keeps optimization cleaner and more precise.

It’s true that for sellers with very large catalogs this creates more ad groups to manage. However, thanks to the tools Amazon provides, such as portfolio management, reporting dashboards, and bulk edits, there’s no need to check each ad group individually. 

In the long run, this structure actually makes it easier to keep accounts on a steady, high-performing path. 

But at the same time, much of its success depends on how well is set up from the beginning, as you will not optimize it as much. 

Because of this, we recommend going for one of the other structures first and familiarizing yourself with Amazon’s tools, and then applying this structure once you have more experience.

Conclusion

There’s no single structure that works for every seller. The right setup depends on your catalog size, the traffic each ASIN receives, and how much control you want over budgets and bids. Just make sure to  consider every option and choose the one that suits your business best.

Frequently Asked Questions (FAQs)

Do I always need to use single-product campaigns?

Not always. The right structure depends on how many products you have and how much data each one generates.

What’s the difference between a campaign and an ad group in Amazon PPC?

Budgets and placement adjustments live at the campaign level. Products, keywords, and bids live at the ad group level. This is why your campaign structure matters: grouping products in the wrong way can lead to wasted spend and more problems.

Is it bad to mix products with different margins in the same campaign?

Usually, products with different price points or conversion rates can skew results. It’s best to group products that behave similarly.

Can I change my structure later if I start simple?

Absolutely. Many sellers begin with a simpler setup and move to more granular structures as they expand. Just be mindful of keeping naming conventions consistent so you don’t lose track of older campaigns.

Ready to Fix Your Amazon PPC Structure?

A messy campaign setup can drain your budget, hide what’s really working, and slow down your growth. 

But the right structure changes everything. 

With clean campaigns, you can finally see which products and keywords deserve your spend, scale the winners, and cut out wasted ad dollars.

That’s where we come in. Our team has helped brands restructure their Amazon PPC campaigns into simple, powerful systems that boost visibility, improve ROI, and make ad spend easier to control.

By filling out the form below, you’ll take the first step toward an account that runs smoothly and profitably. One of our Amazon experts will review your current setup, share insights you can use right away, and show you how to build campaigns that actually scale.

This isn’t about guesswork or generic advice. It’s about building a structure that works for your catalog, your margins, and your growth goals.

Tell us a little about your business, and let’s schedule a quick call. No pressure—just clear, actionable advice to help you get the most from every advertising dollar.

Fill out the form below and let’s start building your Amazon PPC structure for real growth.