The most efficient Amazon Ads strategy depends on your goals, budget, and competition level. Below is an analysis of different structures and bidding strategies:
Campaign Structure Comparison
| Strategy | Pros | Cons | Best Use Case |
|---|---|---|---|
| 1 Campaign → 1 Ad Group → 1 ASIN | - Full control over budget & bid - Precise performance tracking | - Harder to scale - More campaigns to manage | Best for testing individual ASINs & optimizing high-performing products |
| 1 Campaign → Multiple Ad Groups → Each ASIN in Its Own Ad Group | - Easier management - Good control over bid strategies per ASIN | - Can limit budget efficiency across ASINs - Might cause internal competition if ASINs are too similar | Good for structured testing & when ASINs are in the same niche |
| 1 Campaign → 1 Ad Group → All ASINs (All Niches) | - Simple setup - Budget spreads across all ASINs | - Less control over individual ASIN performance - High-risk wasting budget on underperformers | Not recommended unless ASINs have very similar performance & audience |
| Each Niche in a Separate Campaign | - Best for scalability - Helps allocate budget per niche - Easier to track which niches perform well | - Requires more campaign management | Best for sellers with multiple niches and diverse product catalogs |
🔹 Recommended:
If you have multiple ASINs in different niches, each niche in its own campaign is the best for structured scaling. For individual ASINs, the 1 Campaign → 1 Ad Group → 1 ASIN strategy is great for testing and precise optimization.
Bidding Strategy
Start Low & Increase Over Time
- Begin with the minimum bid (especially in low-competition niches).
- Slowly increase based on CTR, CPC, and conversion rates to find the sweet spot.
Start High & Decrease If Needed
- In high-competition niches, starting with a high bid ensures visibility.
- Lower the bid gradually if you’re not seeing profitable conversions.
Dynamic Bidding – Down Only
- Amazon lowers bids when the ad is less likely to convert.
- This reduces wasted spend and is good for testing.
Fixed Bidding
- Keeps your bids static.
- Best for niche products with less competition.
Low vs. High Competition
- Low-Competition Niches → Start with minimum bid and optimize.
- High-Competition Niches → Start with a competitive bid and adjust based on performance.
Final Recommendations
✅ If testing individual ASINs: → 1 campaign → 1 ad group → 1 ASIN
✅ If managing multiple ASINs in the same niche: → 1 campaign → multiple ad groups → each ASIN in its own ad group
✅ If scaling across different niches: → Each niche in its own campaign
✅ If low-competition: → Start low and increase
✅ If high-competition: → Start competitive and adjust down
so lottery campaigns is not efficient (muti niches and asins in one campaign)?
No, lottery campaigns (one campaign with multiple niches and ASINs in a single ad group) are not efficient for most sellers. Here’s why:
Why Lottery Campaigns Are Inefficient
Budget Gets Spread Unevenly
- Amazon allocates more budget to high-performing ASINs and ignores others, leading to wasted ad spend.
- You won’t know which ASINs are truly performing well because the data is mixed.
Lack of Control Over Optimization
- You can’t adjust bids at the niche or ASIN level.
- If one ASIN performs badly, it can drain the budget for all others.
Poor Targeting & Relevance
- Different niches have different keywords, audiences, and CPCs.
- The ad system struggles to optimize properly when unrelated ASINs compete in the same campaign.
Difficult to Scale
- If one niche does well, you can’t scale it separately without affecting the others.
- You may end up paying higher CPCs for underperforming products.
When Lottery Campaigns Might Work
- If you have a small budget and just want to test many products quickly.
- If all ASINs in the campaign share a similar audience and keywords (e.g., all are Halloween-themed shirts).
- If you're using Auto Campaigns only for broad keyword discovery before refining targeting.
What to Do Instead?
✅ Each niche in its own campaign → Best for structured scaling.
✅ One ASIN per campaign (if high budget) → Best for full control & precision.
✅ Multiple ASINs in the same niche per campaign → Works if all ASINs have similar targeting.
Final Verdict
🚫 Avoid lottery campaigns unless you’re in the testing phase.
✅ Use structured campaigns to optimize bids, scale efficiently, and reduce wasted spend.