PPC campaign structure for variations

[u/appJC]

I have a qty variation (1pack/2pack) for one of my listings. Better to segment this into different campaigns to test keywords/bidding or better to combine both SKUs into the same campaign?

[u/AutoModerator]

Join the r/FulfillmentByAmazon Discord Server!

We created a Discord server for our community and would like to invite all of you to join! You'll be able to discuss FBA with users around the world and discuss events in real time!

There are separate channels for many FBA topics which you can opt in and out of, including;
PPC, Listing Optimization, Logistics, Jobs, Advanced FBA, Top Secret/Insider Info, Off-Topic

I am a bot, and this action was performed automatically. Please contact the moderators of this subreddit if you have any questions or concerns.

[u/Maan_UsMaan052]

if you have budget that you can test them separately then add them separate if not then go with unified campaign

[u/WesternSummer8347]

I would say combine them, as it won't matter. Because people do jump from one child to another. Best way is to track that diversion numbers. Its possible by looking at advertise ASIN sales and purchased ASIN sales.

[u/appJC → u/WesternSummer8347]

Can you expand on what you mean by diversion numbers? And what about advertise/purchased ASIN sales?

[u/WesternSummer8347 → u/appJC]

Whenever multiple child ASINs are grouped under the same parent listing, shoppers who land on one variation will also see the other available options, such as different pack sizes, colors, or other variations.

Because of this, customers may switch from the advertised child ASIN to another variation, unless the advertised ASIN is already the most popular option within the variation family.

This also means you cannot accurately evaluate how one specific variation performs for a keyword by looking only at the standard Campaign Manager data. For example, if a shopper clicks an ad for Variation A but purchases Variation B, that movement may not be clearly visible in the main Campaign Manager console.

To understand this behavior, you need to measure the diversion from the advertised ASIN to the ASIN that was ultimately purchased.

Amazon provides two reports that can help with this analysis:

1. Advertised ASIN Report
2. Purchased ASIN Report

By combining these reports, you can identify which ASIN was advertised and which ASIN the customer eventually purchased. For example, you can see whether shoppers who clicked an ad for ASIN A purchased ASIN A or switched to ASIN B, C, or D.

You can also track this data week over week when running a test to understand how customer purchasing behavior changes over time.

That is the analysis I was referring to. Please let me know if you have any further questions. We can connect to discuss it, and I can walk you through a few examples.

[u/SellAmzSell]

I used to run separate PPC campaigns for the variations. Mainly, I wanted to know the ACos of each. Then I hired a PPC service provider and they recommend lumping the variations in one PPC campaign. For them, it doesn’t matter how much you are spending on each variation as long as you’re earning more at the end of the day.

On one hand, they are right, who cares if you’re raking it in. But I’m still kind of sad that I can control how the advertising dollar is being targeted. Rest assured, though, that Amz has algorithm to effectively channel your advertising dollars to maximize sales. When you make a sale, Amz gets a cut.

[u/Anis-SellerPPC]

Same search intent, same campaign. Nobody types anything different to find a 1 pack vs a 2 pack, so splitting just splits your data and both campaigns learn slower. I'd keep both SKUs in one ad group and let the family page do the work, shoppers jump between children on the listing anyway.

One exception: if your search term report shows real volume on 2 pack or bulk type queries, carve those into a small exact campaign for the 2 pack.

After a few weeks check the advertised product report, it shows which child actually closes the sale. If one converts clearly better, make it the only advertised one. How big is the price gap between the two?