Most advertising accounts grow by accident. Campaigns are added for a launch, a season or a keyword someone noticed, and after a year nobody can say why budget flows where it does. We structure Sponsored Products accounts, market by market, around a simple design with two domains.
Domain one: key products
The first domain protects the products that carry each market. Each key product has its own campaigns, its own budget and its own break-even, so its performance can be read directly and defended on the search terms that matter most.
Domain two: demand clusters
The second domain is organised around what customers are looking for, not around our catalog. We group products into units that answer one need, for example a size and material for a particular use, and build ad groups around those units. Search terms are researched per market and admitted to a cluster only when the evidence supports them.
Why two domains work together
- Clarity. Every search term has one home, so campaigns do not compete with each other.
- Expansion with discipline. New demand is explored in domain two; when a product proves itself, it graduates to domain one.
- Content and ads together. The same demand research drives listing content, so the words customers search for appear on the page they land on.
- Return, not revenue. Every campaign is judged against its product's margin, using both advertising cost of sale and total advertising cost of sale.
Migrating without losing what works
When we take over an account, we move from the legacy structure gradually: campaigns that are profitable keep running while the new structure proves itself, and legacy campaigns are retired on a countdown rather than switched off overnight. Each market is reviewed on its own data, because a structure that suits the US will not automatically suit Japan or the Netherlands.