At GO DESi, every project is rooted in thoughtful strategy, data, and a deep understanding of the market. Our approach to Amazon advertising was no different.
As the team managing the Amazon channel, we were tasked with maximizing visibility, improving conversions, and making our advertising spends more efficient across a diverse product portfolio.
What initially looked like a complex campaign structure became an opportunity to bring greater clarity, control, and efficiency into the way we managed Amazon advertising.
1. Breaking Down the Chaos: SKU-wise Segmentation
Our first step was to recognize that every SKU had a different role to play. Products varied in pricing, category, target audience, demand, and business objectives.
Instead of following a one-size-fits-all approach, we structured our advertising campaigns SKU-wise. This enabled us to:
- Fine-tune budgets and targeting for individual SKUs
- Measure advertising performance at a product level
- Identify winning products and keywords faster
- Scale high-potential SKUs while controlling inefficient spends
- Make quicker decisions on where to invest or pull back
This simple structural change gave us much better visibility into what was actually driving performance.
2. Building an Intent-Based Keyword Strategy
The next challenge was organizing a large universe of keywords into meaningful buckets. We classified keywords into three core groups:
Branded Keywords
Focused on protecting and strengthening the GO DESi brand footprint, and capturing customers already searching for the brand.
Category Keywords
Focused on high-intent generic searches such as “tamarind candy”, “Indian sweets”, and other category-specific terms. These keywords played an important role in new customer discovery.
Competitor Keywords
Focused on customers exploring competing or adjacent brands, helping us participate in relevant consideration journeys.
This classification allowed us to allocate budgets more intelligently and set different bidding and performance expectations for each keyword group.
3. Separating Campaigns by Objective
One of the biggest changes was separating campaigns based on their primary business objective.
Awareness-Oriented Campaigns
We used Sponsored Brand campaigns with a strong focus on category keywords to introduce our products to new audiences.
The objective here was not simply immediate conversion. It was about building visibility, creating discovery, and expanding our presence within relevant customer segments.
Conversion-Oriented Campaigns
For conversion-focused campaigns, we concentrated on high-performing keywords, exact-match targeting, and tighter budget controls.
Sponsored Product campaigns formed the core of this performance layer, with a stronger focus on ROAS, conversions, and efficient ad spends.
By clearly separating awareness and conversion objectives, we reduced overlap, minimized internal competition between campaigns, and ensured every campaign had a defined role.
The Impact
This restructuring helped us achieve:
- Improved CTRs across awareness campaigns
- Lower ACoS across conversion-focused campaigns
- Better allocation of advertising budgets
- Greater visibility into SKU and keyword-level performance
- Faster campaign optimization and decision-making
- Improved overall efficiency and ROI from advertising spends
More importantly, it gave the team a framework that can continuously evolve with changing customer behavior, product priorities, and marketplace dynamics.
For me, this project reinforced an important principle of marketplace management:
Good advertising is not just about running more campaigns or increasing budgets. It is about creating the right structure, giving every campaign a clear purpose, and using data to continuously improve the system.
At GO DESi, this was a great example of what can happen when strategy, data, teamwork, and disciplined execution come together.
