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When running an Amazon advertising campaign, one of the key decisions you'll need to make is whether to use a single keyword campaign or a multiple keyword campaign. The answer to this question depends on a number of factors, including the number of keywords you're targeting, the competitiveness of those keywords, and your overall advertising goals.

Steven Noch, an Amazon advertising expert, advocates for using multiple keyword campaigns in most cases. The reason for this is that it allows for optimizing placement settings at the campaign level. By grouping similar keywords together in a single campaign, you can control where your ads show up and how much you're willing to spend on each placement. This can be especially useful for more long-tail keywords that might not have enough volume to warrant their own campaign.

Steven notes that there are situations where a single keyword campaign can be beneficial. Specifically, he recommends using them for high volume, competitive keywords where specific placement settings are necessary. For example, if you want to dominate the top of search results for a particular keyword, a single keyword campaign with a low bid for that keyword can allow you to do so without overspending on other keywords.

Steven gives an example of creating a "top of search only" campaign for a specific keyword with a low bid, which allows for dominating that placement without overspending on other keywords. This is a bit of a "crazy" method, according to Steven, but it can be useful for certain situations.

It's worth noting that Steven's overall approach is to use multiple keyword campaigns in the vast majority of cases. This allows for greater control over ad placement and spending, and it can be more efficient for targeting a larger number of keywords. However, for those high volume, competitive keywords that require specific placement settings, a single keyword campaign can be useful.

The decision to use a single keyword campaign or a multiple keyword campaign depends on a number of factors. Steven recommends using multiple keyword campaigns in most cases, but advocates for using single keyword campaigns for high volume, competitive keywords where specific placement settings are necessary. Ultimately, the best approach will depend on your advertising goals, your budget, and the specific keywords you're targeting.

00:00 When to Use Single vs. Multiple Keyword for Amazon PPC Campaigns
00:17 Steven advocates for multiple keyword campaigns
00:50 Single keyword campaigns are useful for high volume, 
01:05 Steven gives an example of creating a "top of search only" campaign with a low bid for a specific keyword
03:05 98% of Steven's campaigns are multiple keyword campaigns.

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