Mastering Amazon Variations

Hey, Hi, Hello, Halo, Howdy, Hiya, Sup, Ahoy, Bonjour...

Yep!

Just like there are endless ways—or variations—to greet my favorite Amazon Creature (you!), there are infinite ways to run campaigns for your product variations.

But let’s be honest: not all variations deserve the same love—or your ad dollars.

Just like we left “Sup” in 2007, you can leave behind the idea that every product variation deserves equal ad spend.

Targeting all of them equally?
That’s a fast-track to wasted budget.

So today, we’re diving into how to run PPC campaigns for your product variations without setting your budget on fire. 🔥

The Big Question: All Variations or Just One?

Ok, imagine you’re running ads for a product line of cozy blankets. 

You’ve got every variation imaginable: colors, sizes, seasonal patterns.

But here’s the deal—some variations are flying off the shelves while others are collecting dust in your warehouse.

So, what’s the move?

Do you target them all or just focus on the stars?

The answer?

It depends, but one thing’s for sure: guessing isn’t an option.
(Stick with me, this gets good.)

But before we go in deep, remember:
Not every variation needs a campaign.
Apply the 80/20 Rule: Focus on the top 2-5 variations driving 80% of your revenue.
Sure, that “Purple Polka Dot Blanket” is adorable, but if it’s not selling, stop throwing money at it.

Ok, let's start identifying your actual scenario:

Scenario 1: Got Data? Double Down on Winners 🏆

If you’ve been selling for a while, historical data is your secret weapon.

What to do:

1️⃣ Find Your Star Performer:
Your top-converting variation isn’t always your best-seller. Look at your Unit Session Percentage Rate to pinpoint the variation that turns clicks into purchases.

2️⃣ Structure for Success:
Funnel 80–90% of your ad spend into this high-performing variation. Use:

• Exact Match

• Broad Match

• Auto Campaigns

• ASIN/Product Targeting

This ensures your top performers dominate the spotlight.

Scenario 2: No Data? Test Before You Spend Big 🔬

Launching something new? Cool. It's time to play scientist.👨‍🔬

Run campaigns for all variations—but keep budgets tight.

Here’s how:
1️⃣ Start Small: Test campaigns for all your variations with smaller budgets to limit risk.

2️⃣ Watch Metrics Closely: Track ACoS, CTR, and conversion rates. The winners will reveal themselves.

3️⃣ Double Down on Winners: Shift your budget to the variations pulling their weight.

Pro Tip: Start with specific keywords like “lightweight picnic blanket” or “family-sized outdoor blanket” to test audience appeal before committing big bucks.

The PPC Playbook for Variations

Here’s how you turn guessing to winning:

1️⃣ Dial in Your Keywords:
Focus on high-performing keywords that resonate with your audience.

For instance, “extra-soft plaid picnic blanket” speaks to cozy family moments, while “compact waterproof camping blanket” hooks adventurers.

Don’t let weak keywords drag your campaigns down.

Focus on the winners by creating dedicated campaigns for each variation to maximize their potential.

For the losers…? Thank them for their service and move on. There’s no room for dead weight in your PPC game.

2️⃣ Separate the Stars from the Stragglers
Winning variations stay in the spotlight.
Underperformers? Move them to separate campaigns or pull the plug.

3️⃣ Clean House with Negatives
Irrelevant search terms sneak into your campaigns like party crashers.
Use negative keywords to kick them out and keep your budget laser-focused.

If your “compact picnic blanket” ad keeps showing up for “luxury living room rugs,” negative match it immediately to stop the bleeding.

Keep your campaigns laser-focused on what actually converts.

4️⃣ Feed the Winners
Once you know what’s working, funnel more budget into those high-performers.
Visibility = sales.

For instance, if your plaid blanket is raking in sales while the solid beige one isn’t, shift more budget to the plaid. Not every variation is meant to shine, and that’s perfectly okay.

5️⃣ Tweak, Test, Repeat
PPC isn’t a slow cooker where you “set it and forget it.”
Optimize your bids, test new strategies, and never stop experimenting.

The Bottom Line

If you’re targeting every product variation equally, you’re not running a PPC campaign—you’re running a charity… for Bezos!

Stop wasting money on underperformers. Focus on the variations that sell, and let the data be your guide!

And if it feels overwhelming, that’s because it fu**ing is.
It’s a lot of work and planning!
But trust me, the payoff is worth every penny.

Ready to Stop Guessing and Start Winning?

Hit this link and book a free call—I’ll help you clean up your campaigns and make them work for you. Let’s talk about turning your PPC campaigns into profit machines.
If you want me to take a closer look at your listing and find the gaps, click here to book a free 30-minute meeting with me.

Talk soon,
Hunter Harris
Founder @ Gigabrain

P.S. Jeff Bezos doesn’t need your money. Stop donating to Amazon and start making PPC work for you. Book a free consultation call with me, and I’ll show you how. C’mon, don’t be scared, and START NOW.