Why migrate
- v3 is deprecated and it misses data in many markets after mid 2023.
- v4 unlocks multi ad group structure and editable creatives without history loss.
You also get better targeting and far more stable reporting overall.
Fast checklist
1) Audit: Export all Sponsored Brands campaigns created before Aug 2023.
Flag single ad group campaigns as likely v3 for migration.
2) Tooling: Confirm your platform uses Sponsored Brands v4 APIs and v4 reporting endpoints.
3) Clone: Recreate each legacy campaign in v4 with matching settings and budgets.
Split into ad groups by intent: BRAND Exact, NONBRAND Exact, DISCOVERY Phrase Broad, PRODUCT Targeting, VIDEO.
4) Creatives: Port the proven headline, logo, and product set first.
Then test one variable at a time every 3 to 5 days.
5) Reporting: Point dashboards and BI to v4 only for all reads.
Annotate the cutoff date clearly so trendlines stay understandable later.
6) Governance: Do weekly QA on budgets, negatives, creative change log, placement multipliers, and pacing.
Operating structure
- BRAND Exact: Use higher bids and strict negatives to keep queries clean.
Creative focused on trust and the flagship SKU for clarity.
- NONBRAND Exact: Keep disciplined bids that align tightly with your target goals.
Use a benefit forward headline that states the win right away.
Monitor CPC volatility closely during changes and major promo windows.
- DISCOVERY Phrase Broad: Preload negatives before launch to keep waste down early.
Prune if CTR falls below threshold after 1000 impressions, no exceptions.
Also prune if no adds to cart after a set click count.
- PRODUCT Targeting: Separate competitor, adjacent category, and defensive targets into clear groups.
Start with top 20 competitor ASINs where you have rating or price advantage.
- VIDEO: Give it its own ad group and budget for control.
Hook in the first 2 seconds with a clear message.
Show product in use with simple scenes that make benefits obvious.
Add on screen text for sound off viewing situations too.
Bidding and budget rules
- Adjust bids in small steps, plus or minus 5 to 10 percent.
Base it on 7 day ROAS and stable CPC trends.
Sanity check with 14 day to confirm patterns before bigger moves.
- Shift daily budget toward ad groups beating their target ROAS band.
Cap single day increases to avoid runaway spend and messy performance.
- Set minimum viable spend per ad group so learning does not stall.
Metrics that matter
- CPC signals auction pressure in your category right now today.
Tighten negatives or bids if it spikes to protect efficiency.
- CTR shows relevance and fit between query and your ad.
Low CTR in discovery means narrow targeting, or you must refresh the hook.
- Detail page view rate helps separate curiosity clicks from high intent visitors.
- ROAS guides steady state optimization across mature campaigns over time.
Pair 7 day and 14 day views for a balanced read.
- Use new to brand, if available, to validate nonbrand and discovery growth over time.
Common pitfalls and fixes
- Copying v3 to v4 without multiple ad groups: Fully separate intent to gain control and clarity.
- Editing headline and logo simultaneously everywhere: Stagger tests to isolate impact and reduce noise.
- Mixing discovery and exact in one ad group: Isolate discovery for easier negatives and analysis later.
- Blending v3 and v4 data without a cutoff: Annotate the splice and use v4 endpoints only going forward.
Troubleshooting
- No spend: Check ad group status, budget caps, and overly narrow targeting first.
Expand keywords or product targets to open reach as needed.
- CPC surge: Review promos, competitor moves, and placement multipliers right away.
Reduce multipliers first, then bids to settle things down again.
- CTR drop in discovery: Expand negatives and align headline to category language used.
Naming suggestion
- Campaign: SBMarketCategoryStrategyv4
- Ad groups: BRANDExact, NBExact, DISCPhrase, PTCompetitors, PTDefense, VIDEOCore
References