---
title: "Sponsored Products: Campaigns & Optimization - Flapen"
canonical_url: "https://flapen.com/amazon/guides/advertising/sponsored-products"
last_updated: "2026-07-09T23:41:03.307Z"
locale: en
meta:
  description: "Campaign types, match types, bid strategies, and search-term harvesting."
  "og:description": "Campaign types, match types, bid strategies, and search-term harvesting."
  "og:title": "Sponsored Products: Campaigns & Optimization - Flapen"
---

``

Back to Flapen home

# **Sponsored Products: Campaigns & Optimization**

Campaign types, match types, bid strategies, and search-term harvesting.

## Campaign types Sponsored Products campaigns are either automatic or manual. Most accounts run both. ### Automatic campaigns Automatic campaigns let Amazon target queries and similar ASINs based on your listing. - **Discovery:** Surfaces queries you might not have guessed. - **Coverage:** Complements manual campaigns by filling gaps. Review the search terms report regularly and promote winners into manual campaigns. ### Manual campaigns Manual campaigns give you explicit control over keywords, product targets, bids, and match types. - **Converters:** Build ad groups around terms that already drive sales. - **Category targeting:** Target relevant ASINs and branded queries deliberately. - **Costs:** Watch CPC and placement — manual control doesn't guarantee efficiency without tuning.**Run auto and manual together** Use automatic campaigns to learn; use manual campaigns to scale what you've validated. ## Keyword targeting Group keywords by intent and performance. Keep branded, generic, and category terms in separate campaigns. ### Match types Match type controls how strictly a query must relate to your keyword.**Broad match**Wide Matches queries that relate to your keyword, including synonyms and variations.**Phrase match**Medium Matches queries that include your phrase in order.**Exact match**Tight Matches queries that closely match your keyword. Use negatives to sculpt broad and phrase traffic. ### Negative keywords Negative keywords prevent ads from showing on irrelevant queries. - Terms with spend but no orders after a reasonable window - Queries that don't match your product's use case - Category brand terms you choose not to target - Use negative exact for surgical removals; negative phrase for broader exclusions ## Bid strategies Dynamic bidding adjusts offers based on likelihood to convert.**Down only** Amazon can lower bids when conversion likelihood is lower.**Up and down** Allows bid increases or decreases by placement.**Fixed bids** Uses your exact bid without automatic adjustments. After changes, wait for enough impressions before judging. ## Ongoing optimization Optimization is a weekly rhythm: review efficiency, placements, and budgets. 1. **Efficiency:** Compare ACoS and ROAS to your targets. 2. **Placements:** Use placement adjustments when top of search or product pages over- or under-perform. 3. **Budget:** Shift spend toward winners. 4. **Seasonality:** Pre-adjust bids and promos for peaks. ### Search term harvesting Harvesting turns customer queries into structured targets. 1. Download or review the search terms report on a set cadence. 2. Promote high-performing queries into manual campaigns. 3. Add negatives for irrelevant or unprofitable queries. 4. Record changes so you can measure impact next week. One source of truth Keep a simple tracker of promotions and negatives so the whole team aligns. When you're ready to align budgets with funnel stages, read the [campaign strategy](https://flapen.com/amazon/guides/advertising/campaign-strategy) guide.Was this page helpful? [**Advertising overview** How Amazon ad formats fit together.](https://flapen.com/amazon/guides/advertising) [**Campaign strategy** Structure budgets and scale across the funnel.](https://flapen.com/amazon/guides/advertising/campaign-strategy)