How do I optimise a campaign?

After you have created campaigns, you may also wish to optimise them. There are several ways you can optimise your campaigns:

  1. Structure your campaigns consistently

You can structure your campaigns in different ways. The following three methods are most commonly used:

  • Structure based on product category. You can realise this by putting items that fall into the same category in the same campaign.
  • Structure by brand. You can realise this by putting items of the same brand in the same campaign.
  • Structure based on frontrunners or top sales. You can realise this by putting your best-selling items in the same campaign.2. Calculate your ideal ACoS
    The ACoS (also called “advertising cost of sales”) is the percentage of allocated sales spent on ads. This is calculated by dividing the total ad costs by the attributed sales. More information about calculating your ideal ACoS can be found here.


3. Keywords and negative keywords

Selecting keywords
To select keywords, you can use the automatically generated keywords within the Sponsored Products system. You can also choose to add these keywords manually. In addition, it is also possible to use long specific search terms, also known as longtail keywords.

Structuring keywords
It is important to structure your keywords well. In order to do so, create different campaigns for different keywords. If there is a large selection of items in a campaign, you also have a large number of keywords. This is why it is important that you keep the overview and you structure items based on similar keywords.

Example: You have a selection of shoes. The keyword ‘shoe’ is relevant for all shoes. For some shoes, the keyword ‘kids shoes’ is more relevant and within this category there are also different segments such as “sneakers” and “boots”. If the keyword ‘kids shoes’ is placed in all campaigns for the different types of children’s shoes, you would easily lose sight of which ads are displayed for which keyword bids. To avoid this, more general similar keywords can be included in separate campaigns (for example: ‘kids shoes’, ‘shoes for kids’). The best-selling items can be included in this campaign, for example.

This will look as follows:
Campaign 1: ‘kids shoes’ for general keywords (‘shoes for kids’, ‘kids shoes’, etc.) and bestsellers.
Campaign 2: ‘sneakers for kids’ for specific keywords (‘sneakers for kids’, ‘tennis shoes for kids’, ‘joggers for kids’ etc.) and associated items.
Campaign 3: ‘kids boots’ for specific keywords (‘kids boots’, ‘walking shoes for kids’) and associated items.

Negative keywords
You can also select negative keywords within your Sponsored Products account. Your ad will not show when users enter these keywords.

Wish to learn more about keywords? Please click here.

4. Reports
You can also optimise your campaign by using reports. This way you can quickly clarify what works and what doesn’t per campaign, per day, per brand, per category or per item. You can read these reports under “reports” in your Sponsored Products account.

Want to learn more about the use of reports? Please click here.