Finally, I decided to tell you all, guys, about the ZTH structure. This structure consists of the campaigns that even the Top 100 Sellers use nowadays. I guess it means a lot. 🚀

We developed the structure for every Ad Type:

SP (Sponsored Products)

- Control Part

- Growth Part

- Product Targeting Part

- And separately exists *Negative Part

SB (Sponsored Brands) (in the development process)

  • SBP (Product Collection)

  • SBS (Store Spotlight)

  • SBV (Video)

SD (Sponsored Display)
TPA (Top Performing ASIN's)

PA (Performing ASIN's)

RA (Risk ASIN's)




Brand Defend

Learn more about Sponsored Display campaigns structure:

Now, let's get deeper into the Sponsored Product campaign structure that is available inside Sponsoreds.

SP (Sponsored Products)

Keyword Targeting (Control Part):

- TPK Exact (TPK)

- Exact Simple

- Exact Other

- ST Exact/Phrase

Keyword/Product Targeting (Uncontrolled Part):

- Broad Negative

- Auto Negative

- Auto CTA

Product Targeting (PAT Part):


- ASIN's

- Category

- Brand

*We will talk about every campaign in this article.

Hah, excellent kit, isn’t it? You may ask why you need such a number of campaigns?

Then, answer the following question. Do you want to be in the list of Amazon Top 100 sellers or use the primitive structure Auto/Broad/Phrase/Exact that exists from the 2015 and had never been updated since that time? It’s up to you.

Every campaign that software creates has its mission.

Anyway, this number of campaigns enables us to control every segment of the advertising on Amazon more accurately with a clear statistic. Not a single spot will be missed. Moreover, this campaign structure is like a live organism that improves over time.

So, Sponsored Products, yeah?

The campaigns here are the most complicated among all amazon Advertising instruments. Thus, they generate 50-70% of traffic and give incredible conversion in skillful hands, as it’s used by 99% of Amazon Sellers who utilize advertising.

Note! There are no duplicates in campaigns, and we use search term isolation methodology to prevent artificial competition between the search terms!

Control Part:

TPK Exact (Top Performing Keywords)

This campaign includes the most relevant keywords. They spend 70% of the Ad budget, are the most competitive, and have a massive amount of traffic.


car charger/car adapter/car USB - Top Performance Keywords and the most relevant keywords, almost every seller tries to use it in the campaigns and rank organically for this search term.

car charger iPhone - goes to the same campaign, as it’s the high-frequency keyword as well.

The seed of this keyword is a “car charger”.

Note: High-frequency keyword = keyword that generates the largest part of the traffic in your niche.

Exact Simple:

These are the most common campaigns where you divide your keywords into segments/clusters to control budgets and placements, each of them separately.

For example, you have two segments for the «Car Charger» product:

Segment A - iPhone

Segment B - Android

Then you create campaigns by these segments. One campaign is Exact Simple “iPhone” which consists of all keywords with the word iPhone, another Exact Simple “Android” having all keywords with the «Android» word.

You can also split segments into even narrower options inside such campaigns:

Ad Group: iPhone X

Ad Group: iPhone 8

Ad Group: iPhone 10


Exact Other

Gathering semantics, you will have keywords that won't find a pair 👩‍❤️‍💋‍👨

Let say there will be only one such keyword in all semantics, for example: «professional 3.0 USB car charger». It is relevant, but only one, so we put all such keywords in one campaign so that they have their pairs.

ST Exact (Search Term)

You’ve already had working campaigns, and you are worried that during the collecting new semantics, you might miss something, BANG! ST Exact is exactly what you were looking for!

We are working with these campaigns in the following way:
- downloading a report, upload it to a Google document,

- leave only Search Terms which are KEYWORDS in the filters!!!,

- all B0 ....... we input to a separate sheet with all the metrics (it will come in handy in the future (PAT Part)*,

- put all the keywords with semantics in ONE column, the last one is highlighted in any color,

- put all Search terms beneath THEM,

- open the Data tab, click Remove Duplicates.

After this, you still have additional keywords that you did not find in the semantics. Sort them and add to your ST Exact campaign, or scatter across keyword Ad Groups in Exact campaigns.

SP (Sponsored Products) - (Growth Part)

This is one of our best innovations on the market:

Broad Negative:

This Campaign must ALWAYS comply with one condition for proper operation:

- All keywords from all Exact campaigns must be added to the campaign as “Negative Exact”.

What is that for?

This campaign will serve us as the so-called “Black Box». It will look for all the keywords that we don’t have in the PPC campaigns and they will be completely relevant to you. If you use the PPC Automate tool it will harvest these search terms and add them to your campaigns, no need to spend hours researching these reports for good performing search terms.

For proper operation, we add here our Seed Keywords or the entire TPK Campaign. Thus, the Amazon won’t work with duplicates, but we will force Amazon to look for the search terms with keywords that we need.

Auto Negative:

That’s almost analogous to the Broad Negative campaign. We also add all our Exact keywords to the “Negative Exact” here.

The difference between Broad Negative and Auto Negative is that the Auto will look for entirely different search terms that will indirectly be associated with our product. For example, we sell a «map of the world», but we’ll receive such requests as ”Home Decor”, “Gift for Traveler”.

This allows you to indicate a large number of keywords and get additional traffic to get more market share and grow brand awareness.

Auto CTA (Catch Them All):

An independent Auto campaign with a very low bid. It will bring you sales with low ACoS. This campaign is responsible for the cheap Amazon Ad spots. We will catch a lot of eyeballs with a high conversion rate.

SP (Sponsored Products) - (PAT Part (asins/categories/brands))

* Do you remember I said that ASINs from Search Term Report will come useful to you? So they are needed to create campaigns: TPA / PA / RA. And yes again, there are No Duplicates In The Campaigns 😌

TPA (Top Performing ASIN’s):

It consists of 5+ top ASINs that had the biggest number of sales for the top-performing ASIN's that are profitable.


Here are added all the ASINs that Amazon offers us. Also, we check whether we are better than the competitors having this ASIN.

ASIN's campaign includes the following Ad Groups:
- PA (Performing ASIN’s)

Here are the ASINs that got 2-3+ sales with an efficient ACoS.

- RA (Risk ASIN’s)

This campaign includes ASINs that gave only one or two sales, and you are still not sure whether to show Ads on them. So this is the ad group checking the relevancy of certain targets.


It’s something like Auto Negative, but for ASINs. We add the categories that are the most relevant to us.

IMPORTANT: All ASINs from TPA/PA/RA/Suggested are added here in “Negative Targeting”.


A separate campaign that we include in PAT because it carries the same advertising meaning.

Here are campaigns that include keywords with competitors’ brands. We use this type of campaign to protect your brand.

This campaign can be used in order not to give traffic to your competitors as well.

* Negative Part

After our algorithm learned the old campaigns and Search Term Report, we can protect you in advance. How? To eliminate poorly working keywords from semantics and add them to Negatives, in companies such as: (Auto Negative and Broad Negative).

Please do not change the structure of these campaigns.

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