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AMS Ad Groups, how should you use them?

As Amazon Advertisers, one of the features accessible to us are ad groups. There’s a lot of questions surrounding best practices on how and when to use these.


  • Are ad groups for separating out books?


  • Are ad groups for separating out keywords?


  • Are ad groups for separating out bidding strategies?


ad groups best practices

Honestly, none of the above answers are wrong. I personally use ad groups to separate out themes; product, category, keyword-exact match, and keyword-broad/phrase, but it’s really just a tool to stay organized in whatever way suits your Amazon Advertising practices. I use this for all foreign markets as well, including what I believe to be the best right now, Canada.


example ad groups AMS


Obviously Amazon had intention when creating them but there’s no rules in place for how you can go about using them. You do have to use them though, no campaign can exist without also creating the first ad group in the campaign setup.


Ad groups do inherit some of the traits of the parent campaign which can make it an easy way to add new targets/books without needing to set up a whole new campaign.


Should you put all of your Amazon Ads into one campaign? Probably not, but it’s a free country. The reason why I wouldn’t, is that you should design your AMS dashboard in a way that gives you the information you need the quickest. Putting everything into one campaign will mean that to see any breakdown of how your various types of Amazon ads may be performing, you’re already adding one extra click into that campaign. I think we can all do without the extra clicks, especially if you’re working on your AMS dashboard daily.


That’s why my Amazon PPC campaign structure is set up in a way that gives me the baseline information that I’m looking for, without clicking on anything. Here are my rules but again, feel free to find what works best for you, this is just to give you one potential way of using them:


  • Use ad groups to separate Amazon Ad Types or Themes (Product, Category, KW, Auto, etc.)

  • Only target one title (can still target kindle, paperback, and or large print all in one) in each campaign. Therefore, don’t have 2 ad groups targeting different books in the same campaign or any ad group targeting multiple books.

  • Stay true to the parent bidding strategy. Don’t change bids in an ad group without thinking about how the parent campaign bidding strategy might impact that ad group's bids.



Other notes: I don’t name my Ad Groups because the auto-numbering system is fine for what I’m doing. I see each ad group as an extension of the previous one, simply at use because Amazon doesn’t allow there to be more than 1,000 keywords in each campaign. If you’re using broad and phrase, one word with each targeting is going to count as two words. This limits you even further. If you’re creating a campaign of all the keywords that have converted for you and that list contains more than 500 keywords, with broad and phrase targeting, you’ll need more than one ad group to fit them all.


For those advanced Amazon Advertisers who use common word targeting, and might have a list of keywords in the 10,000+ range, putting all those into one campaign (and across multiple ad groups) is going to be the tidiest way to do so.


One might ask the question, are there any limits to the amount of campaigns, ad groups, or keywords in a campaign? Actually yes, they are as follows:

  • Campaigns: 10,000

  • Ad groups in a campaign: 20,000

  • Ad groups in an account: 200,000

  • Ads in an ad group: 10,000 for manual targeting and 500,000 for automatic targeting

  • Ads in an account: 2,000,000

  • Keywords in a campaign: 1,000 for manual targeting Keywords in an account: 2,000,000

Unless you’re doing the common word targeting strategy, none of these should limit you.

Long story short - don’t overthink it. No one’s going to give you an F if you use ad groups in a new way and best suits your needs.


For a full training on Amazon Advertising Best-Practices, feel free to check out what's in the 2021 Advanced Amazon Ads - Author Masterclass.


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