Amazon Sellers need to understand the difference between single keyword and multi-keyword campaigns because they can only adjust keyword bids for the whole campaign and not for each individual keyword in the campaign.
Using a Single Keyword Campaign gives you the ability to customize your placement settings for an individual keyword, meaning that you have more control over the single keyword.
Single Keyword campaigns are used to be able to adjust bids for each placement separately and optimize the ad spend. In fact, if you have two completely different keywords with completely different performances, you can adjust bids based on that if used for individual campaigns.
But there are a couple of reasons why you shouldn’t use single keyword campaigns:
For this reason, when you decide to use a single keyword campaign you need to ask yourself if it is actually worth it or not.
Of course, a multi-keyword campaign is used more by Sellers as it is easier to control.
But what are the cons of a Multi-Keyword Campaign?
As we said before, your placement bid adjustment can only be set at a campaign level and not at a keyword level. In fact, every keyword in that campaign will have the same bid.
Of course, there are going to be keywords that will perform much better and others that won’t. And, instead of creating a single keyword campaign, Sellers need to find a solution.
Unfortunately, Sellers can’t set a negative adjustment and the only thing they can do is to increase bids. Also, they can’t set adjustments for those low-performing keywords, as they will inherit the same keyword bid. To try and deal with this, you can try and lower your keyword bid and set a modifier for those top-performing keywords.
In conclusion, if you know you have very special or “hero” keywords for a campaign you can decide to go ahead with a single keyword campaign. If not, it’s recommended to keep going with a multi-keyword campaign.