A structured campaign naming formula is presented as essential once managing more than a handful of campaigns: product nickname + ASIN + a tag identifying the campaign type (SPA for Sponsored Products Automatic, SPM for Sponsored Products Manual) + the match type or specific keyword/target being run. This makes campaign purpose legible at a glance in bulk views and reports, without opening each campaign individually.
Portfolios (Amazon's campaign-grouping feature) should be organized by product: every campaign belonging to a single product — regardless of targeting type or match type — sits in the same portfolio, so that portfolio-level spend and sales roll up to one product cleanly. This pairs with One-Product-Per-Campaign Structuring Principle and the Six-Campaign PPC Launch Structure, which together produce many small campaigns per product that need both a naming scheme and a grouping mechanism to stay manageable.
Concrete naming template: [optional company tag] + product nickname (2 words) + ASIN + targeting-type tag (SPA for automatic Sponsored Products, SPM for manual) + match type or keyword/family. Once managing dozens or hundreds of campaigns, this lets each campaign's identity and performance be read from its name alone, without opening it.
Pair this with portfolio structure: create one portfolio per product and file every campaign advertising that product into it, so all of a single product's campaigns are grouped together in the console.
The naming convention isn't cosmetic — it's what makes a portfolio of dozens or hundreds of campaigns legible at a glance. A consistent name (match type, targeting group, product) lets a seller judge performance across the whole portfolio without opening each campaign individually to check what it targets.
A proprietary naming rubric for ad groups and campaigns (distributed alongside a PPC 'cheat sheet') is recommended to keep large account structures interpretable as campaign count grows — naming consistently by targeting type (category, semantic keyword family, brand defense, auto) rather than ad hoc.
Из тем: PPC Campaign Structure & Bidding