Advanced Amazon Sponsored Ads Structure Using Headphones Example
If you're just starting, check out our foundational post: Amazon Sponsored Ads Explained: SP vs SB vs SD to understand the basics before diving into advanced structuring.
To truly scale on Amazon, structuring your Sponsored Ads campaigns with intent and segmentation is key. In this post, we go beyond the basics of Auto vs Manual targeting and break down how to structure a full-funnel strategy using a real-world product category: Headphones.
🎧 Example Category: Headphones
We’re working with 4 hypothetical ASINs in the headphones category:
- ASIN1 – Over-Ear Headphones (Premium)
- ASIN2 – In-Ear Earbuds (Value)
- ASIN3 – Gaming Headset (Wired)
- ASIN4 – Wireless ANC Headphones (Mid-tier)
🧠 Sponsored Products Targeting Types
- SP Auto: Amazon auto-matches your ad to relevant searches and ASINs.
- SP Manual – Keyword Targeting: You control targeting with keywords, split into:
- Brand: Brand terms like "Sony Headphones"
- Non-Brand (KT Generic): Generic terms like "wireless earbuds"
- Non-Brand (KT Offensive): Competitor brand terms like "boAt headphones"
- SP Manual – Product Targeting: Target ASINs or categories.
- Defensive: Target your own ASINs to protect from competitors
- Offensive: Target competitor ASINs directly
- Expanded: Broader category-level or complementary ASINs
📊 Structured Campaign Matrix
| Campaign Type | Targeting Focus | Use Case | Example (Headphones) |
|---|---|---|---|
| SP Auto | Amazon auto-matching based on listing relevance | Discover converting keywords and match types | ASIN1 in auto campaign with all targeting types enabled |
| SP Manual – Brand | Exact match brand terms | Capture high-intent shoppers searching for your brand | ASIN3 targeted via “Logitech Gaming Headset” [Exact] |
| SP Manual – Non-Brand (KT Generic) | Generic keyword terms | Reach new customers who aren’t brand-aware | ASIN4 targeted via “best noise cancelling headphones” [Broad] |
| SP Manual – Non-Brand (KT Offensive) | Competitor brand keyword terms | Capture traffic from shoppers considering competing brands | ASIN2 targeting “boAt wireless earbuds” [Phrase] |
| SP PT – Defensive | Own ASINs / Brand Store ASINs | Protect PDPs, increase cross-selling and attach rate | ASIN2 ads shown on ASIN1’s product detail page |
| SP PT – Offensive | Competitor ASINs | Conquest competitor traffic with relevant listings | ASIN1 targeting competitor’s ANC headphone PDPs |
| SP PT – Expanded | Category-level or complementary ASINs | Drive top-funnel visibility or cross-category traffic | ASIN3 targeting gaming mice or consoles |
🔁 Naming Convention & Structure Tips
- Use consistent campaign naming (e.g., Brand_KT_Exact_SP or PT_Offensive_ASIN1)
- 1 ASIN per ad group for control and clean reporting
- Separate campaigns for match types: Exact, Phrase, Broad
- Start with $10–20/day budget per campaign and adjust based on CTR + CVR
✅ Final Thoughts
Structuring your Sponsored Products campaigns this way gives you full control over visibility, budget, targeting intent, and future scaling. The better your foundation, the more efficient your optimization will be.
In the next post, we’ll explore how Sponsored Brands and Sponsored Display campaigns layer on top of this structure to build a full-funnel ad system.
