A Sponsored Products auto campaign that keeps all four Amazon auto match types (close match, loose match, complements, substitutes) inside one campaign, using the 'set bids by targeting group' control to bid each match type separately — instead of the traditionally recommended split into separate ad groups/campaigns per match type (see Automatic Campaign Four-Way Split (Close Match, Loose Match, Substitutes, Complements)).
Rationale given: Amazon's algorithm 'wants leeway' in ranking and delivery decisions (an instance of the general AI Ad Platform "Buffer" Reward Principle) — combining match types under one campaign, while still tracking and adjusting per-match-type bids, is claimed to let Amazon route traffic more effectively than forcing a hard split. In one case this surfaced loose match as the best-performing type, contradicting the usual assumption that close match or substitutes win by default — underscoring that match-type winners can't be predicted without testing per campaign.
Setup: launch per-match-type targeting groups within the single campaign, monitor performance per group, turn off underperforming match types, and reallocate budget toward whichever match type actually wins.
For a launch strategy focused on driving organic rank (see Auto PPC as Launch & Keyword-Discovery Tool (Not a Profit Center)), set bids by targeting group and keep only close match active — pause or zero out loose match, substitutes, and compliments, or run them as separate auto campaigns if used at all. The four groups are catalogued in Automatic Campaign Four-Way Split (Close Match, Loose Match, Substitutes, Complements). Not all sales are equal: substitute and complement traffic tends to convert on tangential intent, which dilutes the specific search-term relevance signal a launch campaign is trying to build.
When creating an auto campaign, select 'Set Bids by Targeting Group' to assign separate bids to each of the four groups (close match, loose match, substitutes, compliments) rather than one flat default bid. For a launch focused on organic rank (Auto PPC as Launch & Keyword-Discovery Tool (Not a Profit Center)), prioritize the close match bid over the other three.
Из тем: PPC Campaign Structure & Bidding