Before we dive into this topic we need to point out that there is no one size fits all solution. Accounts structure can vary depending of the number of products, and how closely they are related to each other. The best practice that we reccomend in this SOP uses thematic arraignment of the account.
Rule 1: All parent ASIN's that belong to the same group of products should be under same Portfolio. If you have smaller catalog each product can go in separate portfolio.
Rule 2: Each parent ASIN should have its own campaign. The name of the campaign should start with parent ASIN, shorten version of the product headline, followed by the type of targeting.
Rule 3: Each parent ASIN should have separate campaigns for each type of Sponsored products keyword and product targeting ( Auto, Manual, Product, Category).
Rule 4: Under one parent ASIN campaign each child ASIN variation should have own ad group. The name of the campaign should have the child ASIN, followed by the attribute of the ASIN variation (size, color)
Rule 5: Each child ASIN ad group in SP manual targeting campaigns has keywords under all match types. To read more about different match types click here
Rule 6: Sponsored Brands campaigns that advertise more than one product (Product collection and Storefront spotlight) should be under one portfolio containing only Sponsored brands ads. Sponsored brands campaigns should have the copy of the ad as campaign name, followed by the acronym for the campaign type "SB" and "SB-PT" for sponsored brands product targeting. Note: SB ads can't be moved to different portfolio once created.
Rule 7: SB video ads should be placed under the appropriate portfolio where the other SP ads for the parent product are located. The name of the campaign should contain the ASIN that is advertised, short headline and the acronym "VIS"(video in search).
Rule 8: If you have brand recognition and you are running branding efforts on other channels is recommended to place all types of campaigns under one portfolio. For this to work you also need to add your brand kw as negatives to every other campaign. This way is much easier to measure your brand effect and allocate certain budget.
Example:
Tier 1 > Portfolio: Brand
Tier 2 > Campaign: Parent ASIN 1 - Product Headline - AUTO/MANUAL/PT/CT
Tier 3 > Ad Group: Child ASIN 1 - Size/color
Ad Group: Child ASIN 2 - Size/color
Ad Group: Child ASIN 3 - Size/color
Tier 2 > Campaign: Ad Creative 1 - SB
Tier 1 > Portfolio: Sponsored Brands
Tier 2 > Campaign: Ad Creative 1 - SB
Tier 2 > Campaign: Ad Creative 2 - SB-PT
Tier 1 > Portfolio 1
Tier 2 > Campaign: Parent ASIN 1 - Product Headline - AUTO
Tier 3 > Ad Group: Child ASIN 1 - Size/color
Ad Group: Child ASIN 2 - Size/color
Ad Group: Child ASIN 3 - Size/color
Tier 2 > Campaign: Parent ASIN 1 - Product Headline - MANUAL
Tier 3 > Ad Group: Child ASIN 1 - Size/color
Keywords: BROAD/PHRASE/EXACT
Ad Group: Child ASIN 2 - Size/color
Keywords: BROAD/PHRASE/EXACT
Ad Group: Child ASIN 3 - Size/color
Keywords: BROAD/PHRASE/EXACT
Tier 2 > Campaign: Parent ASIN 1 - Product Headline - PT (product targeting)
Tier 3 > Ad Group: Child ASIN 1 - Size/color
Ad Group: Child ASIN 2 - Size/color
Ad Group: Child ASIN 3 - Size/color
Tier 2 > Campaign: Parent ASIN 1 - Product Headline - CT (category targeting)
Tier 3 > Ad Group: Child ASIN 1 - Size/color
Ad Group: Child ASIN 2 - Size/color
Ad Group: Child ASIN 3 - Size/color
Tier 2 > Campaign: Parent ASIN 1 - Product Headline - VIS