Best Practices
Use the following guidelines to organize your campaign by brand:
1) In my account, I have one brand that covers one category
Create one campaign with either one or multiple line items:
This campaign/line item flight can be extended as needed.
Include as many line items as needed. These line items represent your strategy. You can group them by products (SKUs), budget cap, pacing, and so on.
Each line item can have multiple products (SKUs) but line items under the same campaign should NOT overlap on the products (SKUs) selected.
The engine will benefit from having all line items bundled (more volume), and you benefit from cross line item optimization (also called cross-category optimization).
Sales attribution is deduplicated across all accounts. This means that a sale can be attributed to a single campaign once for all accounts. For more information, see About Attribution.
2) In my account, I have one brand that covers multiple categories
You can create one campaign, with multiple line items broken out by category. Make sure that you don’t have the same SKU in multiple line items.
This campaign/line item can be extended as needed.
Include as many line items as needed in each campaign. These line items represent your strategy for each of your categories (budget caps, optimization, and so on).
Each campaign will run on different categories as the SKUs are in different categories. You can view category-level reporting on the Analytics > Campaign Summary and Activity Dashboard reports.
Sales attribution is deduplicated across all accounts. This means that a sale can be attributed to a single campaign once for all accounts. For more information, see About Attribution.
3) In my account, I have multiple brands that cover one or several categories
You can create one campaign per brand.
These campaigns/line items can be extended as needed.
Include as many line items as needed in each campaign, sticking to the same campaign’s brand. These line items represent your strategy (group by products, budget caps, pacing, and so on).
You can view brand-level reporting on the Analytics > Campaign Summary and Activity Dashboard reports.
Sales attribution is deduplicated across all accounts. This means that a sale can be attributed to a single campaign once for all accounts. For more information, see About Attribution.