Sponsored Product advertising is organized into campaigns however products are added at the line item level, within campaigns.
Grouping Products within the same Campaign:
There is currently no option to set distinct bids for individual keywords for Target, (see Target Ads Sponsored Product Targeting). We recommend grouping products that share over 70% of the same keywords within the same campaign. Doing so will ensure keyword targeting is tailored towards specific characteristics of products.
If products share many of the same keywords, yet vary widely in price, we still recommend including them within the same campaign for Target. This is because Target works off of SKU-level bids, meaning you can determine your willingness to pay for each individual product based on the min CPC set for each SKU.
Grouping Products within the same Line Item:
SKUs can either exist within their own line or can be grouped together within the same line item.
Line items determine the CPC bid price for each SKU and budget pacing for individual SKUs or groups of SKUs. By setting a budget cap for each distinct line item, you can push budget towards the most important SKUs for your brand.
For example, imagine you are selling four different cookie flavours (Chocolate Chip, Macadamia Nut, Sprinkle, and Peanut Butter). These products share many of the same keywords and are therefore grouped within the same campaign. While you want to ensure ads are running for all SKUs, it is really important to push traffic and spend towards your Hero product, the Macadamia Nut SKU.
In this case, you'll want to create a distinct Line Item for the Macadamia Nut product only. Doing so, will allow you to set a much higher budget for this SKU over other products. The remaining SKUs can be grouped together within a separate line item.
Note: Perpetua will never include the same product within multiple line items or campaigns as doing so will lead to double counting of sales.
Analyzing Performance in Perpetua
At Perpetua, we display your line item performance only. This provides a more granular view of performance.
To view products within a given line item, click into the line item on Perpetua. From here, you'll be able to view the products included in that Line Item, as well as keywords that are targeted for the group of products in that Line Item.