One part of Amazon advertising that is simple to ignore is campaign naming. Well, until you need to find a specific campaign among the numerous active campaigns, at which point you have to check each one individually. Then things start to get a little hairy.
Why Is Naming Important for Amazon PPC Campaigns?
Friction reduction is the key benefit of a successful Amazon campaign naming structure. You should establish a framework that enables quick and efficient movement inside the ad account interface for all stakeholders.
Everyone can easily check at the Amazon account, recognize the many campaigns, and understand what they’re doing thanks to campaign naming.
You might forget about your campaigns even if you’re the only one with access to the ad account. And why not use a good campaign naming structure that enables you to quickly recognize all of your campaign objectives rather than exhausting your brain by having to remember all of your campaigns?
What Makes a Successful Naming Structure for an Amazon Ad Campaign?
The main factor in selecting a good campaign naming structure is searchability. All searchable terms you can use to find a specific campaign should be included in your campaign name. Then, you must incorporate each of these elements into your campaign name.
You might want to search and filter your advertising campaigns in the following ways:
- ASIN
- Product category
- Product name
- Ranking
- Campaign objective
These specifics in your campaign name speed up and improve search results, making optimization simple. For example, if you wanted to run a search and identify all the campaigns that included a specific ASIN, a good campaign naming structure would allow you to do so.
The best Amazon marketing names have seven key components: (1) The product’s shortened name; (2) ASINs; (3) Ad type; (4) Target type; (5) Match type; (6) Objective; and (7) Bid adjustment.
For your ad groups, you should also develop a good campaign name structure. To separate the ad groups, the bare minimum would be to copy the campaign’s name into the ad group and then add a few more identifiers.
If you have many Amazon ad campaigns, the idea of renaming them all certainly makes you feel sick to your stomach. But don’t worry, we have separated the campaign naming structure into three tiers, from the easiest to the most difficult.
The Three Levels of the Naming Structure for Amazon Campaigns
Level 1: Scannability and Searchability
Level 2: Types of Targeting
Level 3: Adding Business Objectives
The first thing you want to do is get all of your Amazon campaign names to Level One. Once you’ve done that, start changing, reorganizing, and scaling your Amazon campaign names such that they satisfy level two and eventually level three requirements. Integrate business objectives at Level Three
Level one: Scannability and Searchability
The bare minimum describes our level one Amazon campaign naming structure. This is your minimal objective. Level 1, also known as the Scannability and Searchability , enables you to take use of a strong campaign naming structure without putting in a lot of effort.
This level focuses on making it possible for your campaigns to scan quickly. To enable you to search your campaigns based on the products, for example, you can include product identifiers like the product name, SKU, or ASIN.
Another differentiator that should be included in your level one campaign name structure is the type of campaign. Keep in mind that the goal is to make it simple for you and your stakeholders to quickly scan the campaigns.
Level 2: Types of Targeting
We continue to build on level one of our Amazon campaign name structure at level two, but this time we’re concentrating on campaign targeting categories. Increasing the number of search alternatives for your campaigns is the goal of level two. You may also use this structure for ad groups, designating your ad groups at level two while using level one for the campaign.
Level 3: Adding Business Objectives
The highest level of effective campaign naming structures is level three. Business objectives are included in the level three campaign naming structure in addition to the level one and level two search alternatives.
Here, “business objectives” refers to goals or intended results. Campaign or corporate goals may be included. You can include standard business goals like ACOS, ranking, impression share, and market share in the name of your Amazon campaign.
Knowing whether specific campaigns are succeeding at a glance is made easier by being able to search your Amazon campaign names by business objectives.
What’s the best way to bulk update my Amazon campaign names?
It’s time for a break if the idea of manually updating all of your campaign names has your hands sweating. From the advertising dashboard, Amazon now enables PPC advertisers to download a campaign bulk file.
How to Rename Multiple Amazon Campaigns
- Start by downloading your bulk file.
- Remove or hide any unneeded columns.
You can either delete or remove columns you won’t be engaging with after downloading the bulk file to prevent getting an error while uploading the modified campaign names file. Columns like “budget” and “keyword” might be removed or hidden in this situation because they are unnecessary.
3. When you upload your file, add columns to connect the old and new campaign names.
The new campaign name, product family, marketing type, business goal, particular targeting information, and ACOS are some other columns you can provide.
4. To combine all the information from your other columns into one column, use a spreadsheet function.
And boom! Your Amazon campaign names have been updated.
Restructuring the Amazon Campaign Name will save you time.
Even if your ad effectiveness is unaffected by a solid Amazon campaign name structure, it does make managing and adjusting campaigns simpler. This might affect how effectively you optimize your campaigns and, consequently, the effectiveness of your campaigns.
Additionally, you may use that valuable time saved to concentrate on other crucial aspects of your company.
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