Sponsored Products Goal Structure

How Sponsored Products goals translate to campaigns launched in Perpetua

Linda Wan avatar
Written by Linda Wan
Updated over a week ago

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Introduction

Perpetua designed goals to keep Amazon advertising simple!  
By launching one goal, our ad engine automatically launches a set of campaigns, set out with different objectives. Over time, our ad engine will self-adjust to optimize performance amongst campaigns. You will find three types of campaigns:

  1. Auto campaigns are exploratory. These are important in the continual harvesting of keywords, even on a well-established product, as trends change. 

  2. Keyword campaigns are a collection of keywords that have performed well in the past. 

  3. PAT (product ASIN targeting) campaigns are a collection of ASINs and categories that have performed well in the past.

The Perpetua ad engine is constantly collecting data from search term reports and adding strong performers to its targeted campaigns, leading to higher cost-efficiency over time. Bid prices on keywords/ASINs/categories will also adjust and optimize over time based on performance after it's been added to PAT and keyword campaigns.

Okay, but why do I have 6 campaigns?
Launching one goal on Perpetua can lead to 3 - 6 campaigns launched on the seller central / advertising console. Below is our structure:


For more information on Perpetua's goal structure and setup, please view this article.

🚨Note: If there weren't any ASIN targets available to harvest from the auto campaign or your historical campaigns on Amazon, you'll need to add ASIN targets manually to the goal for the PAT campaign to launch. More information on adding ASIN targets is available here.🚨



Universal Goal - Campaigns Structure Breakdown

This represents the broadest multi-campaign goal structure achievable. It encompasses a segment that initiates three distinct campaigns: AUTO, Keyword/Manual, and PAT (Product ASIN Targeting).
PAT campaigns incorporate ASINs, Keyword/ Manual campaigns feature manual keywords and AUTO campaigns encompass both, reallocating high-performing keywords or ASINs to their respective Keyword and PAT campaigns as necessary.

Segment

Campaign Type

Campaign Name Structure

Universal

Auto

Goal Name - Perpetua - SP - Auto - Unique Identifier

Universal

KW

Goal Name - Perpetua - SP - Manual- Unique Identifier

Universal

PAT

Goal Name - Perpetua - SP - PAT- Unique Identifier

🚨Note: Please find out more about the "Universal Targeting Type" Goal here. 🚨



Branded-Based Goal - Campaigns Structure Breakdown

The Brand-Based goal type is divided into two segments, one concentrating on Branded targeting and the other on Unbranded targeting.
The Branded segment emphasizes your own brand through a Keyword and PAT campaign. The Unbranded segment targets everything except your brand, employing Auto, Keyword, and PAT campaigns.

Segments

Campaign Type

Campaign Name Structure

Branded Targeting

PAT

Goal Name - Perpetua - SP - Branded PAT- Unique Identifier

Branded Targeting

KW

Goal Name - Perpetua - SP - Branded Manual- Unique Identifier

Unbranded Targeting

Auto

Goal Name - Perpetua - SP - Auto - Unique Identifier

Unbranded Targeting

KW

Goal Name - Perpetua - SP - Manual- Unique Identifier

Unbranded Targeting

PAT

Goal Name - Perpetua - SP - PAT- Unique Identifier

🚨Note: Please find out more about the "Brand-Based Targeting Type" Goal here. 🚨



Advanced Goal - Campaigns Structure Breakdown


The Advanced goal type consists of three segments: Branded, Competitor, and Category. The Branded segment functions similarly to the Brand-Based goal.
The Competitor and Category segments essentially mirror the unbranded segment but are divided into two parts. The Competitor segment entails a Keyword and PAT campaign targeting your competition, while the Category segment involves an Auto and Keyword campaign targeting everything except your brand or your competitors.

Segment

Campaign Type

Campaign Name Structure

Branded

PAT

Goal Name - Perpetua - SP - Branded PAT- Unique Identifier

Branded

KW

Goal Name - Perpetua - SP - Branded Manual- Unique Identifier

Category

Auto

Goal Name - Perpetua - SP - Auto - Unique Identifier

Category

KW

Goal Name - Perpetua - SP - Manual- Unique Identifier

Competitor

PAT

Goal Name - Perpetua - SP - PAT- Unique Identifier

Competitor

KW

Goal Name - Perpetua - SP - Competitor Manual- Unique Identifier

🚨 Note: Please find out more about the "Advanced Targeting Type" Goal here. 🚨


What Could be Causing Missing Campaigns From My Goal?​

1️⃣ New Goal Launched

If you recently launched a goal on Perpetua, you may notice that the campaigns tab on Perpetua, together with the one on your Amazon Ad console, are not showing any created campaigns. The campaigns may take up to 24 hours to be surfaced on the respective tabs. If you are experiencing a longer delay, feel free to contact your Data Strategist or our Support Team through the Live Chat.

2️⃣ ASIN (PAT) Campaign Missing

If there weren't any ASIN targets available to harvest from the auto campaign or your historical campaigns on Amazon, you'll need to add ASIN targets manually to the goal for the PAT campaign to launch.
More information on adding ASIN targets is available here.

3️⃣ Negative Match Applied
When launching a Branded-Based/Advanced goal on Perpetua, ensure that the Branded or Competitor phrases you input do not match any negative match targets in your goal. Including a negative match that aligns with your Branded or competitor phrases will cause the corresponding Manual Campaigns to be absent.
Find out how to remove a negative match here.


Article last updated February 2024. If you find this information to be out of date, please contact hello@perpetua.io.

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