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Amazon Sponsored Ads Questions
Posted by on October 7, 2025 at 6:51 pmI've been working in paid media for 8+ years and know google ads like the back of my hand. I just landed a new client that wants to run Amazon Sponsored Product Ads (which I have minimal experience with) and I'm curious best practices for structure.
This client sells NHL hockey merch and has multiple products per team. My first thought was separating campaigns by team (Boston Bruins, Dallas Stars, Detroit Red Wings, etc.). My questions lie mostly around ad group structure within these campaigns:
- Let's use their Boston Bruins Lace-Up Hoodie for example that has multiple sizes and ASINs for the same product. Do you include all ASIN/sizes for the same product in one ad group? Or do you make one ad group per size/asin? Do most advertisers use a parent asin instead?
- How do you avoid keyword overlap for the same product if you're breaking out each ad group by ASIN/size?
- If one team (let's use the Boston Bruins again) has multiple product types (Lace-Up Hoodie, Track Jacket, Bomber, Quarter Zip, T-Shirt, etc.) in one campaign separated by ad group, do you target more general keywords such as "Bruins Apparel" in each ad group? Or make one ad group with all products in one?
Thanks for the help
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1 Reply
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Most use parent asins and group into a single ad group. Id probably do campaign by team and split ad group by product type.
Would also be worth looking at sponsored brands if budget permits. -
Use one campaign per team, one ad group per product type and include all size variations under the parent ASIN so sales data aggregates. Keep team specific generic terms like Bruins apparel in a single catch all ad group to capture shared search volume then use negative keywords at the ad group level to prevent overlap across product types.
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