Splitting your campaigns

Below, you will read more about the disadvantages of having too many items in a campaign. But more importantly, you will learn how to further optimize these campaigns. The goal is to achieve maximum results with sponsored products. How do you do this? We're here to help!

You are going to split your campaigns.

There are two methods that we recommend for splitting your campaigns, and we explain these methods further below.

1) Splitting based on categories

It is important to have a clear structure and limit the number of items per campaign. This way, you have a clear overview of which items perform better than others. The performance of items depends significantly on the keywords that have triggered your appearance. Therefore, you want to quickly determine which keyword yields the best results for each item.

An example:

Suppose you want to use sponsored products for household appliances. In that case, split your campaigns into categories, as shown in the picture next to this. If you also have subcategories, such as different types of coffee machines, split them into separate campaigns as well.

2) Splitting based on performance

Another common reason to split your campaigns is based on performance. In many campaigns with an automatic bidding strategy, some products perform better than others. It’s a waste if a significant portion of your impressions and budget goes to less-performing items, right? Ensure that your best-selling items get as many impressions as possible.

You can achieve this by creating a new campaign with only the best-selling items from that category. We call this a “bestseller campaign.” Manually add the most generic and best-performing terms to showcase your top-performing items. Create a separate campaign for your other items in that category. This way, they will still be displayed, but they won’t take away impressions from your bestsellers. Add specific keywords with less volume to this campaign to ensure that you attract only relevant visitors.