Campaign, Ad Group, Targets

Amazon sorts every sponsored ad into three nested levels: the campaign holds the budget, the ad group holds the products, and the targets are the keywords or products you bid on.

You set the daily budget and dates at the campaign level, group the products you want to advertise into ad groups, and attach keywords or product targets with individual bids inside each ad group. Reporting rolls up from targets to ad groups to the campaign.

One campaign for your kitchen range, one ad group holding three stainless kettles, and inside it fifteen keyword targets like "electric kettle" and "fast boil kettle," each carrying its own bid.

Budget lives at the campaign level, not the ad group. If you cram products with different margins or match types into one ad group, you lose the ability to control spend and read performance per product. Most messy accounts are messy because the structure was flat from the start.

Tight structure now saves you the rebuild later.