Early Product Stages: Focus on Research & Testing

In the beginning you will typically want to add more budget to the campaigns whose focus is on researching & testing keywords or product targets. 

A possible budget distribution could therefore be:

Research Campaigns (Auto, Broad, Category):  50%
Testing (Phrase + ASIN Targeting):  15%
Cashcows (Exact + ASIN Targeting):  10%


Established Products: Focus on "Cashcows"

After a while you will have researched a lot of targets, so Automatic and Broad campaigns will become less efficient, while you will have more proven targets to shift ad spend to. 

A possible budget distribution could therefore be:

Research Campaigns (Auto, Broad, Category):  25%
Testing (Phrase + ASIN Targeting):  25%
Cashcows (Exact + ASIN Targeting):  50%


Campaign Structure Basics

To better understand the goals of the above campaigns, feel free to check out this webinar on campaign structuring and keyword harvesting!

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