Putting too many keywords into a single campaign is a core structural mistake in PPC account structure. Keywords should instead be split by search volume: high-search-volume keywords get their own campaign(s), separated from low-search-volume keywords.
Overcrowded campaigns blur budget allocation and bidding — a handful of high-volume terms crowd out the budget needed to properly bid on low-volume terms, and vice versa, making it impossible to tune bids per keyword tier. This complements One-Product-Per-Campaign Structuring Principle as a second axis (keyword volume, not product) along which campaigns should be split, and sets up clean Search Term Harvesting into Exact Match once winners are identified.
"this is something I would advise nobody to ever do, is putting too many keywords on the same campaign."
Amazon's delivery algorithm skews impressions toward whichever keywords have historically converted well or carry high search volume. Left mixed in one campaign, a handful of high-search-volume keywords will crowd out lower-volume keywords, starving them of impressions and budget. Splitting high-search-volume keywords into their own campaign, separate from low-search-volume keywords, is what prevents that crowding-out.
One concrete launch sizing: 3–4 exact-match campaigns covering 10–20 keywords total, split by search volume, with a rough target of £5 ad spend per resulting sale during the launch window. This is deliberately narrower (exact-match only, small keyword count) than broader mid-life campaign structures like the Six-Campaign PPC Launch Structure — the goal at launch is concentrated spend on proven keywords, not broad discovery.
One documented instance of this pattern at launch: 3–4 exact-match campaigns built from 10–20 keywords total, split across campaigns by search-volume tier (rather than by product or match type). Ad spend is budgeted at a rule-of-thumb rate of roughly £5 of spend per resulting sale, giving a rough top-line PPC budget before the New-Launch Ad Budget Formula (CPC ÷ CVR × Target Sales) or CPC/CVR data is available to refine it further.
Из тем: PPC Campaign Structure & Bidding