Overview

In early 2024 Helium 10 introduced a split‑campaign framework that assigns every Amazon SKU two dedicated Sponsored Products campaigns: a Research campaign for broad‑match testing and a Performance campaign for refined, budget‑controlled selling. By separating keyword discovery from spend‑driven sales, sellers can isolate high‑potential terms, cut wasted impressions, and accelerate profitability.

Key Points

• Dual‑campaign model — Each product is paired with a Research campaign for exploratory keywords and a Performance campaign for proven terms.
• Broad‑match seed list — The Research campaign is filled only with broad‑match keywords that uniquely describe the item, such as “organic bamboo cutting board” for a kitchen accessory.
• Independent rule sets — Different automation rules govern the two campaigns; low‑CTR keywords are paused in Research while high‑CTR terms stay active in Performance.
• Performance threshold — Keywords that sustain a conversion rate of 3 % or higher in the Research campaign are promoted to the Performance campaign as phrase or exact matches.
• Budget safeguard — Performance campaigns run on a tighter daily budget, ensuring that only vetted keywords consume the majority of ad spend.
• Scalable across SKUs — The isolated structure can be replicated for dozens of products without cross‑campaign interference, preserving a consistent testing methodology.

How Isolated ASIN Campaigns Work

1. Launch a Research campaign — Create a Sponsored Products campaign named “ASIN‑Research‑[SKU]” and load it exclusively with 15‑20 broad‑match keywords that directly reference the product’s unique features; for a lavender soy candle, include “lavender soy candle” as a seed term.
2. Set up a Performance campaign — Open a second campaign titled “ASIN‑Performance‑[SKU]” and populate it with exact‑match and phrase‑match versions of the same keywords, starting with a modest daily budget (e.g., $10) to protect overall spend.
3. Define separate automation rules — In the Research campaign, configure a rule that raises bids for keywords achieving a click‑through rate (CTR) above 0.5 % and a cost‑per‑click (CPC) under $0.75; in the Performance campaign, set a rule to pause any keyword whose ACOS exceeds 30 % after three days of data.