Launching a new product on Amazon is both exciting and challenging.
While creating a high-quality product is essential, it’s only part of the equation. Without a well-planned advertising strategy, even the best products can remain unnoticed.
Understanding the best way to structure Amazon campaigns for a new product launch is crucial to ensure your product gains visibility, attracts the right audience, and drives early sales.
A strategic campaign structure doesn’t just help you manage your budget efficiently—it also allows you to collect valuable data, test different targeting options, and optimize performance from day one. From setting up auto and manual campaigns to leveraging Sponsored Brands and Sponsored Display ads, every choice you make impacts how your product is discovered by shoppers.
In this guide, we’ll walk you step by step through the process of organizing your Amazon PPC campaigns for maximum impact. By the end, you’ll understand how a thoughtfully structured approach can give your new product a strong launch, sustainable growth, and a competitive edge in the marketplace.
In this article, Ad Badger will talk about:
The Best Way to Structure Amazon Campaigns for a New Product Launch
When launching a new product on Amazon, the right campaign structure can make the difference between strong initial sales and a slow start.
The best way to structure Amazon campaigns for a new product launch involves organizing your ads into a clear hierarchy that targets multiple objectives simultaneously—visibility, data collection, and conversion.
Start with three main campaign types:
Auto Campaigns – Automatically target relevant keywords to gather data about which search terms convert best. Use a modest budget to test performance across a broad audience.
Manual Campaigns (Exact & Phrase Match) – Focus on high-performing keywords identified from your auto campaigns. Exact match ensures precision targeting, while phrase match captures relevant variations.
Sponsored Brands or Display Ads – Increase brand awareness and retarget shoppers who have visited your product page but haven’t purchased yet.
Within each campaign, structure your ad groups around product variations or specific keyword themes.
This approach allows you to monitor performance at a granular level, quickly identify which keywords or variations are driving sales, and reallocate budget effectively.
Bid strategy and budget allocation are also crucial:
Allocate more budget to campaigns and keywords that show early promise.
Start with conservative bids on manual campaigns, then increase based on performance.
Use placement adjustments to prioritize top-performing ad placements, such as top of search.
Finally, track TACoS (Total Advertising Cost of Sale) alongside ACOS. While ACOS focuses on individual campaign profitability, TACoS helps you understand how your advertising supports overall sales and organic ranking. A higher ACOS on a well-structured launch campaign can be acceptable if it drives significant sales growth and long-term visibility.
By implementing this structured approach from day one, you ensure your new product gains maximum exposure, collects actionable data, and starts generating revenue immediately.
Example Campaign Structure for a New Product Launch
When launching a new product on Amazon, a clear and organized campaign structure is essential for maximizing visibility and collecting actionable data.
Start with an auto campaign to automatically target relevant search terms and identify high-converting keywords. Allocate around 20–30% of your launch budget to this campaign and run it for 7–10 days to gather insights before scaling manual campaigns. Use both close match and loose match targeting to capture variations.
Next, set up manual campaigns with exact and phrase match keywords, focusing on the high-performing terms identified from your auto campaigns. Organize ad groups by product variations or main keyword themes, starting with conservative bids and gradually increasing them as performance data comes in. Typically, manual campaigns should account for 50–60% of your total launch budget, allowing you to drive targeted traffic efficiently.
Sponsored Brands and Sponsored Display ads are equally important for building brand awareness and retargeting shoppers who have visited your product page but haven’t purchased.
Allocate 10–20% of your budget to these campaigns, test different creatives, and experiment with audience segments to find the most responsive shoppers.
Optimization and scaling are critical throughout the launch. Transfer high-performing keywords from auto campaigns to manual campaigns, adjust bids based on performance, and reallocate budgets to campaigns that show strong TACoS and ROI.
Monitor impressions, clicks, conversion rates, and ACOS daily during the first two to three weeks to ensure your campaigns are driving the desired results.
Continuous Testing and Optimization After Launch
Launching your product on Amazon is just the beginning.
To maintain growth and maximize ROI, continuous testing and optimization are essential.
Start by analyzing the data collected from your auto and manual campaigns. Identify which keywords, ad groups, and placements drive the most conversions and adjust your bids accordingly.
High-performing keywords should receive more budget, while underperforming ones may need lower bids or pausing.
Regularly testing different ad creatives and targeting strategies is crucial. For Sponsored Brands and Sponsored Display campaigns, try new images, copy variations, and audience segments to see what resonates best with shoppers.
Another key part of optimization is scaling campaigns strategically.
Gradually increase budgets for top-performing campaigns and expand to related keywords or product variations. At the same time, monitor your campaigns closely to avoid overspending on low-converting ads. Continuous optimization also involves refreshing your approach based on seasonal trends, competitor activity, and changes in shopper behavior.
This ongoing process ensures your product remains competitive, drives sustained sales growth, and maximizes the long-term success of your Amazon advertising strategy.
Budgeting and Planning Your Amazon Campaigns
Effective budgeting and careful planning are critical for a successful product launch on Amazon.
Before launching, define your overall advertising budget based on your goals, expected sales volume, and profit margins. Allocate your budget across different campaign types—auto campaigns for data collection, manual campaigns for targeted keywords, and Sponsored Brands or Display ads for awareness and retargeting—so that each serves its specific purpose without overspending.
Set realistic daily and monthly limits for each campaign, adjusting as you gather performance data.
Start conservatively, focusing on efficiency rather than scale, and gradually increase budgets for campaigns that show strong TACoS and ROI. Planning also involves scheduling your campaigns around key selling periods, seasonal demand, and promotions to maximize visibility and sales.
It’s important to revisit your plan regularly. Analyze which campaigns are driving the most value, reallocate budgets from underperforming ads, and identify opportunities for expansion—whether that means testing new keywords, launching campaigns for product variations, or exploring additional ad formats.
Keeping a structured plan and adjusting it based on data ensures that your campaigns remain cost-effective, scalable, and aligned with your long-term growth goals.
That feeling when Amazon PPC data is easy to read.
Conclusion
Launching a new product on Amazon requires more than a great product—it demands a strategically structured advertising approach. Start with auto campaigns to gather data, move high-performing keywords to manual campaigns, and leverage Sponsored Brands and Display ads for awareness and retargeting.
Continuous testing and optimization are essential. Monitor ACOS and TACoS, adjust bids, refresh creatives, and explore new keywords or audiences to maintain performance and profitability.
Budgeting and planning play a critical role. Allocate funds across campaigns based on objectives, scale gradually, and align your strategy with seasonal trends and promotions.
