FBM Multi-ASIN Advertising Campaign Structure

High-Performing ASIN Campaign (e.g., Best-Selling Water Bottles)

• Campaign Type: Sponsored Products
• Targeting: Manual (Precise Keywords)
• Budget: $50/day
• Bidding Strategy: Dynamic Bidding – Up and Down
• Placement Adjustments:
  • Top of Search: +80% bid adjustment
  • Product Pages: +20% bid adjustment
  • Rest of Search: 0% bid adjustment
• Keywords: High-converting keywords (e.g., “insulated water bottle”, “stainless steel water bottle”)
• Negative Keywords: Low-converting terms (e.g., “cheap water bottle”)

Testing ASIN Campaign (e.g., New or Low-Performing Backpacks)

• Campaign Type: Sponsored Products
• Targeting: Automatic + Manual (Broad/Pharse Match for testing)
• Budget: $10/day
• Bidding Strategy: Dynamic Bidding – Down Only
• Placement Adjustments:
  • Top of Search: +30% bid adjustment
  • Product Pages: 0% bid adjustment
  • Rest of Search: 0% bid adjustment
• Keywords: Long-tail keywords (e.g., “lightweight hiking backpack for women”)
• Negative Keywords: Irrelevant terms (e.g., “luggage”)