Welcome to the PPC Den Podcast, Badger Nation!

In this episode, your host and CEO Michael Badger breaks down the ultimate checklist for Amazon PPC campaign structure—just the way I laid it out on air.

Michael takes you through everything from clear campaign naming and smart ad group organization to tackling duplicated search terms and optimizing your ad spend.

It's a no-nonsense, real-world discussion with actionable tips, so if your campaigns need a little more order (or a lot more profit), this episode is your must-hear guide.

We’ll see you in The PPC Den!

🦡 Highlights

• 00:00 – Why campaign structure matters
• 01:03 – What this checklist is and how to use it
• 02:00 – Naming conventions for campaigns and ad groups
• 03:30 – Are you advertising what you should?
• 05:35 – When to group or separate products in campaigns
• 07:22 – Search term relevance & how to catch irrelevant traffic
• 08:50 – Duplicated search terms: when they’re fine, and when they’re not
• 09:45 – Expanding top-performing terms to Sponsored Brands & Display
• 10:30 – Segmenting auto campaigns: close match, loose match & more
• 11:45 – Structuring campaigns by goals: ranking vs. profitability
• 13:00 – Avoiding over-segmentation and managing low-data keywords

• 14:45 – Final checklist tips + preserving high-performing campaigns

• 🦡 Resources & Links

• Find Michael Erickson Facchin — Ad Badger’s CEO and soul, PPC whisperer, and your go-to guide through the wild world of Amazon advertising
• 🦡 ⁠GET AD BADGER⁠ ➡️
• 6 Principles to Follow For Amazon PPC Campaign Structure
• How Do I Transform My Amazon PPC Campaigns With A Strategic Restructure
• Case Study: How Do I Fix A Bad Amazon Campaign Structure?
• How Do I Structure Amazon Campaign Names?
• How Do I Optimize My Amazon Campaign Structure?
• 📚 Unlock our FREE comprehensive Amazon Marketing Playbook
• Subscribe to our newsletter
• Transform your workflow with our comprehensive Amazon Advertising checklist
• Review all our show notes

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Host and Executive Producer: Michael Erickson Facchin

Senior Producer: Nancy Lili Gonzalez

Podcast Coordinator & Graphic Designer: Sofiia Podash

Video and Audio Editor: Pedro Moreno