Launch playbook by product type
Five complete campaign architectures — from $60/day with no creatives to $350/day with full video — adapted to product type, budget, and review count.
The right campaign architecture depends on four inputs: your daily budget, what creative assets you have, what type of product you're selling, and how many reviews you've accumulated. This page provides the decision logic and five concrete examples you can adapt.
Decision logic
Before choosing an architecture, align on these four variables.
Creative availability
- No creatives available: Exclude all SBV campaigns and Product Collection ads. Rely on SP Manual and SP Auto.
- Some video creatives: Add SBV ranking and/or performance campaigns. Start with keyword-targeted SBV.
- Full creative suite (video and images): Add SBV for both ranking and performance, plus SDI/SDV for product targeting and retargeting.
Product type and Sponsored Display strategy
Whether to include Sponsored Display depends on your product's purchase behavior. Consumables benefit from views remarketing (repurchase cycle); high-priced products need extended lookback windows (30-60 days); standard and impulse products can skip SD. See Budget planner for the full breakdown of SD allocation by product type.
Review count impact
- Under 25 reviews: Limit aggressive ranking campaigns. Focus on research (auto campaigns) and product targeting against weaker competitors.
- 25–75 reviews: Begin ranking campaigns on lower-competition keywords. Run broad match performance campaigns.
- 75+ reviews: Full ranking campaign deployment. Social proof supports competitive keyword targeting.
Example 1: Low budget, no creatives
| Variable | Value |
|---|---|
| Product Phase | Launch (25+ reviews) |
| Product Type | Standard |
| Category | Shower Filter |
| Daily Budget | $60 |
| Creatives | None |
| Purpose | Campaign | Ad Type | Daily $ |
|---|---|---|---|
| Performance | "Root 1" KWs, Broad | SP Manual | $10 |
| Performance | "Root 2" KWs, Broad | SP Manual | $10 |
| Performance | "Root 3" KWs, Broad | SP Manual | $10 |
| Performance | PT, Lower Rated | SP Manual | $10 |
| Performance | PT, Higher Priced | SP Manual | $5 |
| Research | Close Match | SP Auto | $5 |
| Research | Substitutes | SP Auto | $5 |
| Shielding | Brand KWs | SP Manual | $5 |
SP $60 (100%) / SB $0 (0%) / SD $0 (0%)
With no creatives and a $60/day budget, this architecture puts 100% of spend into Sponsored Products. Three keyword root groups in broad match drive discovery and performance, two product targeting campaigns capture sales from weaker competitors, and two auto campaigns feed ongoing keyword research. No SBV or Product Collection campaigns — those require video or custom image creatives.
Example 2: Medium budget, some creatives
| Variable | Value |
|---|---|
| Product Phase | Launch (60+ reviews) |
| Product Type | Standard |
| Category | Women's Tote Bag |
| Daily Budget | $250 |
| Creatives | A few videos and custom images |
| Purpose | Campaign | Ad Type | Daily $ |
|---|---|---|---|
| Ranking | Rank, "Keyword" (x3 campaigns) | SP Manual | $30 each |
| Ranking | Rank, "Root 1" KWs, Exact (x2) | SB Video | $15 each |
| Performance | "Root 1" KWs, Broad | SP Manual | $15 |
| Performance | "Root 2" KWs, Broad | SP Manual | $15 |
| Performance | "Root 3" KWs, Broad | SP Manual | $15 |
| Performance | "Root 1" KWs, Exact | SP Manual | $10 |
| Performance | "Root 2" KWs, Exact | SP Manual | $10 |
| Performance | "Root 3" KWs, Exact | SP Manual | $10 |
| Performance | PT, Lower Rated | SP Manual | $10 |
| Performance | PT, Higher Priced | SP Manual | $10 |
| Performance | "Root 2" KWs, Exact (SBV) | SB Video | $10 |
| Research | Close Match | SP Auto | $5 |
| Research | Loose Match | SP Auto | $5 |
| Research | Substitutes | SP Auto | $5 |
| Research | Complements | SP Auto | $5 |
| Shielding | Brand KWs | SP Manual | $5 |
SP $210 (84%) / SB $40 (16%) / SD $0 (0%)
At 60+ reviews and $250/day, this architecture introduces dedicated ranking campaigns — three single-keyword SP campaigns plus two SBV ranking campaigns on the primary root. Performance campaigns cover three keyword roots in both broad and exact. Product targeting runs against lower-rated and higher-priced competitors. All four auto campaign types run in parallel for full research coverage. SD is omitted because tote bags are a design-driven, lower-consideration purchase.
Example 3: Higher budget, consumable product, full creatives
| Variable | Value |
|---|---|
| Product Phase | Launch (75+ reviews) |
| Product Type | Consumable |
| Category | Lion's Mane Supplement |
| Daily Budget | $350 |
| Creatives | Several video creatives |
| Purpose | Campaign | Ad Type | Daily $ |
|---|---|---|---|
| Performance | SK, "Keyword" (x3) | SP Manual | $25 each |
| Performance | "Root 1" KWs, Broad/M | SP Manual | $20 |
| Performance | "Root 2" KWs, Broad/M | SP Manual | $20 |
| Performance | "Root 1" KWs, Exact | SP Manual | $20 |
| Performance | "Root 2" KWs, Exact | SP Manual | $20 |
| Performance | PT, Lower Rated | SP Manual | $15 |
| Performance | PT, Higher Priced | SP Manual | $15 |
| Performance | "Root 1" KWs, Exact (x2) | SB Video | $25 each |
| Performance | PT, Lower Rated | SD Video | $10 |
| Performance | PT, Higher Priced | SD Video | $10 |
| Performance | PT, Top Selling | SD Video | $5 |
| Performance | CAT, Category | SD Image | $10 |
| Research | Close Match | SP Auto | $10 |
| Research | Substitutes | SP Auto | $10 |
| Retargeting | Views REM, My Products (x2) | SD Image | $25 each |
| Shielding | Brand KWs | SP Manual | $10 |
SP $215 (61%) / SB $50 (14%) / SD $85 (24%)
Consumable products justify a larger SD allocation because retargeting past viewers drives repurchase. Two Views Remarketing campaigns ($25 each) target shoppers who viewed your product detail page. SD video campaigns run against lower-rated, higher-priced, and top-selling competitors. A category SD image campaign catches broad category browsers. The SD block totals $85/day (24% of budget) — unusually high, but appropriate for this product type.
Example 4: High-priced product, full creatives
| Variable | Value |
|---|---|
| Product Phase | Launch (75+ reviews) |
| Product Type | High-Priced |
| Category | Professional Camera Tripod |
| Daily Budget | $300 |
| Creatives | Several video creatives |
| Purpose | Campaign | Ad Type | Daily $ |
|---|---|---|---|
| Ranking | Rank, "Keyword" (x3) | SP Manual | $30 each |
| Ranking | Rank, "Root 1" KWs, Exact (x2) | SB Video | $10 each |
| Performance | "Root 1" KWs, Broad | SP Manual | $15 |
| Performance | "Root 2" KWs, Broad | SP Manual | $15 |
| Performance | "Root 1" KWs, Exact | SP Manual | $15 |
| Performance | "Root 2" KWs, Exact | SP Manual | $15 |
| Performance | PT, Lower Rated | SP Manual | $10 |
| Performance | PT, Higher Priced | SP Manual | $10 |
| Performance | "Root 2" KWs, Exact (SBV) | SB Video | $15 |
| Performance | PT, Lower Rated | SD Video | $10 |
| Performance | PT, Lower Priced | SD Video | $10 |
| Performance | CAT, Category | SD Image | $5 |
| Research | Close Match | SP Auto | $5 |
| Research | Loose Match | SP Auto | $5 |
| Research | Substitutes | SP Auto | $5 |
| Research | Complements | SP Auto | $5 |
| Retargeting | Views REM, 30 Days, My Products | SD Image | $15 |
| Retargeting | Views REM, 60 Days, My Products | SD Image | $10 |
| Retargeting | Purchase REM, 30 Days, My Products | SD Image | $10 |
| Retargeting | Purchase REM, 60 Days, My Products | SD Image | $10 |
| Shielding | Brand KWs | SP Manual | $5 |
SP $195 (65%) / SB $35 (12%) / SD $70 (23%)
High-priced products have longer consideration cycles — shoppers browse, leave, and return. This architecture runs four remarketing campaigns: Views Remarketing at both 30 and 60 days, plus Purchase Remarketing at both windows to recapture buyers for accessories or repeat purchase. SD video runs against lower-rated and lower-priced competitors to intercept comparison shoppers. The extended lookback window coverage is the key distinguishing feature of this architecture.
Example 5: Design-based product, full creatives
| Variable | Value |
|---|---|
| Product Phase | Launch (45+ reviews) |
| Product Type | Design-Based |
| Category | Vampire Bottle Opener |
| Daily Budget | $250 |
| Creatives | Several video and image creatives |
| Purpose | Campaign | Ad Type | Daily $ |
|---|---|---|---|
| Ranking | Rank, "Keyword" (x3) | SP Manual | $30 each |
| Ranking | Rank, "Root 1" KWs, Exact (x2) | SB Video | $15 each |
| Performance | "Root 1" KWs, Broad | SP Manual | $15 |
| Performance | "Root 2" KWs, Broad | SP Manual | $15 |
| Performance | "Root 3" KWs, Broad | SP Manual | $15 |
| Performance | "Root 1" KWs, Exact | SP Manual | $10 |
| Performance | "Root 2" KWs, Exact | SP Manual | $10 |
| Performance | "Root 3" KWs, Exact | SP Manual | $10 |
| Performance | PT, Lower Rated | SP Manual | $10 |
| Performance | PT, Higher Priced | SP Manual | $10 |
| Performance | "Root 2" KWs, Exact (SBV) | SB Video | $10 |
| Research | Close Match | SP Auto | $5 |
| Research | Loose Match | SP Auto | $5 |
| Research | Substitutes | SP Auto | $5 |
| Research | Complements | SP Auto | $5 |
| Shielding | Brand KWs | SP Manual | $5 |
SP $210 (84%) / SB $40 (16%) / SD $0 (0%)
Design-based and impulse products convert on first impression — retargeting past viewers rarely pays off because the purchase decision is fast and emotional. SD is omitted entirely. With 45+ reviews and $250/day, this architecture runs three ranking SP campaigns plus two SBV ranking campaigns to build keyword velocity. Three broad and three exact performance campaigns cover the main keyword roots. All four research auto segments run to surface new keyword opportunities.
Related guides
- Campaign naming conventions — standardize names before building blueprints
- Budget planner — calculate how to allocate your total ad budget across campaign types
- The top 5 campaigns for a new ASIN — a simpler starting point if you're launching your first campaigns
Planned feature: RankASIN's campaign wizard will generate a complete blueprint from these inputs — product type, daily budget, creative availability, and review count — pre-populating campaign names, purposes, match types, and suggested bids.