Campaign chaining is a targeting method where the best-performing search terms or products identified in one ad type or report are duplicated as targets in a different ad type's new campaign — most commonly, pulling top-converting search terms or ASINs out of an Amazon Search Term Report generated by a Sponsored Products campaign and setting up a new Sponsored Brands video campaign targeting those same terms/products directly.
The logic: a target has already proven it converts in one context, so re-presenting it through a different ad format (e.g., video instead of text) captures additional placements and reinforces the same winning intent rather than starting keyword/product discovery from scratch. It was described in one Sponsored Brands walkthrough as "the most important targeting method" for setting up new SB video campaigns, and pairs naturally with the One-Product-Per-Campaign Structuring Principle principle when the reused target is a single competitor or complementary ASIN.
Distinguish from ordinary keyword/product research: chaining specifically reuses targets with an established performance track record from another campaign or ad type, rather than sourcing candidates from keyword tools or manual browsing.
Rather than treating automatic campaigns as a "set and forget" default (a legacy habit inherited from a previous agency in Essential Candy's account), reframe them as a narrow keyword-harvesting input: allocate roughly 10% of ad budget to auto campaigns for discovery, and move the rest into deliberately chosen exact-match and Manual Product Targeting (Category vs. Individual ASIN)/PAT campaigns once targets are validated.