What’s a Good Amazon Campaign Name Structure?

What's a Good Amazon Campaign Name Structure?

Campaign naming is an easy-to-overlook aspect of Amazon advertising. Well, until you want to locate a specific campaign by its campaign name in a sea of active campaigns and find yourself checking them one by one. That’s when things get a little hairy. Integrating a clear and descriptive campaign name is crucial for quickly identifying and managing your advertising efforts.

In this article, Michael Facchin from Ad Badger and Brent Zahradnik from AMZ Pathfinder discuss the importance of implementing a good campaign naming structure and how it can make your campaign management a bliss for you and your team.

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    Why Is Amazon PPC Campaign Name Management Important?

    The main importance of a good Amazon campaign naming structure is friction reduction. You want to set up a framework that lets the stakeholders in the ad account move quickly and effectively in the ad account interface.

    Campaign naming makes it easy for everyone to look at the Amazon account and identify the different campaigns and what they’re doing.

    Even if you’re the only person accessing the ad account, there’s the possibility of forgetting your campaigns. And, instead of burdening your brain trying to remember all your campaigns, why not use a good campaign naming structure that lets you identify all your campaign objectives at a glance?

    What Does a Good Amazon Ad Campaign Name Structure Look Like?

    Searchability is the primary determinant of a good campaign naming structure. Your campaign name needs to factor in all aspects you can search for when looking for a specific campaign. You then need to integrate all these components into your campaign name.

    Here are some ways you may want to search and filter your ad campaigns:

    Having these details in your campaign name makes the search fast and efficient and makes optimization easy. For example, if you want to find all the campaigns with a particular ASIN in them, a good campaign naming structure would allow you to run a search and find all the campaigns with that ASIN.

    Product name ASIN | Ad Type | Targeting | Strategy Objective | Bid Adjustment

    The best Amazon campaign names consists of seven distinct parts: (1) A short name of the product, (2) ASINs, (3) Ad type, (4) Target type, (5) Match type, (6) Objective, and (7) Bid adjustment.

    Pro Tip: You should also implement a good campaign naming structure for your ad groups. The bare minimum would be to copy the name from the campaign to the ad group and then add some other signifiers to differentiate the ad groups.

    What Goes Into an Amazon Campaign Name Structure?

    If you have several Amazon ad campaigns, you probably have a sick feeling in your stomach at the thought of renaming all those campaigns. But, don’t worry, we’ve broken down the campaign naming structure into three levels, from the simplest to the most complex.

    The 3 Different Levels of Amazon Campaign Naming Structure

    Your first goal is to achieve Level One across all your Amazon campaign names. Once you’ve achieved this, begin scaling, renaming, and restructuring your Amazon campaign names to meet the criteria of level two and then level three.

    Level One: Searchability and Ability To Scan

    Our level one Amazon campaign naming structure is the bare minimum. This is your minimum goal. Level one, or the Searchability and Ability to Scan, allows you to enjoy the benefits of a good campaign naming structure without too much work.

    This level focuses on enabling quick scanning for your campaigns. For example, you can add product identifiers, the product name, SKU or ASIN, to let you search your campaigns based on the products.

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    Campaign type is another differentiator worth adding to your level one campaign naming structure. Remember, the goal is to make it simple for you and your stakeholders to scan through the campaigns quickly.

    Depending on your agency’s internal language, you can use abbreviations for campaign type. For example, at Ad Badger, we use ASP for Auto Sponsored Product campaigns and MSP for Manual Sponsored Product campaigns.

    Level Two: Targeting Types

    Red Sock B0XXXXXXXX | SP | Keywords Exact

    In level two of our Amazon campaign name structure, we’re building on level one but focusing on campaign targeting types. This could be Match Types, Broad, Broad Modified, Exact, etc.

    The goal for level two is to create more search options for your campaigns. You can also have this structure for ad groups, where you use the level one naming structure for the campaign and the level two to name your ad groups.

    Level Three: Integrate Business Objectives

    Level three is the pinnacle of good campaign naming structures. In addition to the search options of levels one and two, the level three campaign naming structure also includes business objectives.

    Red Sock B0XXXXXXXX | SP | Keywords Exact | Ranking | TOS +50

    Business objectives here mean goals or desired outcomes. It could be campaign goals or business goals. Some common business objectives you can encode in your Amazon campaign name are ACOS, ranking, impression share, and market share goals.

    Being able to search your Amazon campaign names by business objectives simplifies knowing at a glance if certain campaigns are hitting their goals.

    How Do I Bulk Update My Amazon Campaign Name?

    If your palms are sweating at the thought of updating all your campaign names manually, then it’s time to put your mind at ease. Amazon now allows PPC advertisers to download a campaign bulk file from the advertising dashboard.

    How to Rename Amazon Campaigns in Bulk

    2. Delete or hide unnecessary columns.
    Once you’ve downloaded your bulk file, you can either delete or hide columns you won’t interact with so you don’t get an error when uploading the updated campaign names file. In this case, things like the budget and keyword columns are irrelevant so you could delete or hide them.
    3. Add columns to bridge the current campaign name to the new name when you upload your file.
    Some additional columns you can have are the new campaign name, product family, campaign type, business goal, specific targeting info, and ACOS.
    4. Use a spreadsheet function to combine all the data from your additional columns into a single column.

    And voila! You have new, updated Amazon campaign names.

    Save Time With Amazon Campaign Name Restructuring

    Although a good Amazon campaign naming structure does not impact your ad performance, it makes managing and optimizing campaigns easier. This could trickle down to how well you optimize your campaigns and, by extension, your campaign performance.

    Additionally, it saves you precious time to focus on other essential aspects of your business.

    Bernard Gatheru for Ad Badger

    Bernard Gatheru

    Contributing Writer

    B2B eCommerce content writer. Amazon listing expert. Likes hiking up hills and sweating at the gym.

    The PPC Den Podcast

    If you enjoy supplementing your long reads with audio or video, we cover this topic on our podcast as well, The PPC Den.


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