PPC Structure for Variations | Targeting Same Keywords For Variation | Best Practice

Hi Guys,

I have 1 product with two colour variations (white+pink). We listed them as separate listings and created two separate ad campaigns for each colour. Both campaigns (products) targeting same keywords.

Would appreciate answers to these questions:

  1. If we are targeting two products with same keywords and same bids in different ad campaigns, will it affect the performance of one of the products?
  2. If one of the products taking away impressions from another, what should we do? Target different keywords?
  3. There is an option to add two products to one campaign. Which product will be chosen for the certain keyword? How to know it?
  4. Two listings, same product, different colours. Should we create separate add campaigns or one for both colours?
  5. Should we merge two separate listings into one? If yes, why?
  6. What is the best practice to advertise different variation products, keyword targeting, bidding?

P.S. We created two different listings because Amazon will choose automatically which product to display as the main in organic search. We want the white colour to be the main, but as we don’t have control, we chose to have two listings.

Thank you for your time and answers :slight_smile:



Managing advertising campaigns for products with different color variations can be a strategic decision. Let’s address your questions one by one:

  1. If you are targeting two products with the same keywords and same bids in different ad campaigns, it can potentially impact the performance of one product. The ads with higher relevance, better ad rank, and higher click-through rates (CTRs) are more likely to receive impressions. If one product consistently outperforms the other, it may receive a higher share of impressions, resulting in an imbalance in performance between the two color variations.
  2. If you notice that one product is taking away impressions from the other, you can consider targeting different keywords for each variation. This can help create a clearer distinction between the two color variations and avoid competition within the same ad campaign. By targeting keywords specific to each color variation, you may achieve better performance and reduce the likelihood of one variation overshadowing the other.
  3. If you choose to add both products to one campaign, Amazon’s ad auction system will determine which product is shown for a specific keyword. The selection is based on factors such as keyword relevance, bid, ad quality, and user behavior. To determine which product is being shown, you can review the campaign’s performance reports and observe which variation is receiving more impressions and clicks. This information can guide you in understanding which color variation is being favored for certain keywords.
  4. Creating separate ad campaigns for each color variation can be a viable approach, especially if there are distinct customer segments or preferences for each variation. This allows you to tailor your ad content and bidding strategies specifically for each color, potentially maximizing visibility and conversion rates.
  5. Merging the two separate listings into one is an option you can consider if you want to consolidate the product variations. By merging them, you create a single listing with color variations selectable by customers. This approach can simplify your inventory management and potentially improve organic search visibility for the combined product.
  6. When advertising different variation products, consider implementing the following best practices:
  • Use specific ad copy and imagery that highlight the unique features of each variation.
  • Target keywords that are relevant to each color variation. This helps ensure that your ads reach the appropriate audience.
  • Set separate bids for each variation to account for any performance differences or variations in conversion rates.
  • Continuously monitor and optimize your campaigns based on performance data to maximize the return on your advertising investment.

Remember, the best approach may vary depending on your specific products, target audience, and campaign goals. It’s important to test different strategies, monitor performance closely, and make adjustments accordingly to find what works best for your situation.

I hope these insights help you make informed decisions about your advertising campaigns for color variation products. Good luck with your campaigns!

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