What’s going on, Badger Nation? 

This week inside the PPC Den, Michael takes us on a summertime journey through the six core principles of building a winning Amazon PPC campaign structure.  Whether you're sitting under live oaks in Austin or deep in your ad account, this episode will give you the clarity and mindset shift you need.

Campaign structure is one of the most misunderstood yet powerful parts of PPC strategy. In this episode, we’re not going tactical yet — we’re laying the foundation with six timeless principles that can guide your campaign structure decisions in any situation:

🦡 Find the right level of segmentation so your campaigns are neither overcrowded nor overly fragmented

🦡 Treat your campaign structure as a process that should evolve based on performance

🦡 Make sure your ads appear only in places where your product is truly relevant

🦡 Group campaigns by shared goals to keep your strategy clear and organized

🦡 Work within Amazon’s structural limitations to stay in control of your targeting and budget

🦡 Improve your campaign structure gradually to preserve data and learn as you go

This is part one of a multi-episode series. So if you're ready to finally understand campaign structure and stop guessing, start here.

We’ll see you in The PPC Den!

🦡 Highlights

• 00:00 — Intro 

• 02:40 — Principle 1: Goldilocks Principle — finding the right level of segmentation

• 04:30 — Why over-segmentation hurts optimization

• 05:10 — Principle 2: Race Car Principle — continuous campaign structure improvement

• 07:20 — Principle 3: Relevance Principle — keeping your ads relevant

• 08:50 — Principle 4: Grouping by Theme — organizing campaigns by goals

• 10:20 — Principle 5: Structural Limits — working within Amazon’s platform constraints

• 11:45 — Principle 6: Rome Principle — gradual campaign structure updates

• 13:50 — Outro🦡 Resources & Links🦡 GET AD BADGER ➡️
• Where to find Michael, Michael Erickson Facchin
• A Case for Segmenting Branded Keywords in Amazon PPC
• The 6 Layers of Campaign Structure Complexity
• ​​How Do I Find New Areas To Scale My Campaign?
• How Can An Amazon Campaign Audit Help My Business?
• The Complete Amazon Advertising Evergreen Campaign Strategy Guide
• 📚 Unlock our FREE comprehensive Amazon Marketing Playbook
• Subscribe to our newsletter
• Transform your workflow with our comprehensive Amazon Advertising checklist
• Review all our show notes

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Host and Executive Producer: Michael Erickson Facchin

Senior Producer: Nancy Lili Gonzalez

Podcast Coordinator & Graphic Designer: Sofiia Podash

Video and Audio Editor: Pedro Moreno