Splitting your campaign
There are 2 recommended ways to split your campaigns:
- Split your campaigns based on (sub)categories
- Split your campaigns based on performance
We explain these ways in more detail below.
1. Split based on categories
It is important to have a clear structure and limit the number of items per campaign. This way, you maintain a clear overview of which items work better than others. After all, the performance of items depends heavily on the keywords that caused you to be displayed. You therefore want to know as quickly as possible which keyword gives the best results for which item.
Example: Suppose you want to use sponsored products for home appliances. Then split your campaigns into categories as you see in the picture below. Do you also have subcategories, such as different types of coffee machines? Then split these into separate campaigns as well.
2. Splitting by performance
Another common reason to split your campaigns is to split based on performance. In many campaigns with an automatic bidding strategy, 1 item performs better than another. It would be a shame if a lot of your impressions, and therefore budget, go to the less-performing items, right? Make sure your best-selling items get as many impressions as possible.
You do this by creating a new campaign with only the best-selling items in that category. We call this a ‘bestsellercampagne’ (bestseller campaign). Manually add the most generic and best-performing terms to this, so this is where your best items show up. Create a separate campaign for your other items in that category. This way, these will still be shown, but will no longer take away impressions from your bestsellers. Add specific keywords with lower volume here, so you can be sure you only attract relevant visitors.
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