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How Amazon ads are built

Ad group

A set of keywords or product targets pointed at a set of products.

By AutoPPC Inc.

Ad groups are where targeting and products meet. Everything in one ad group shares the same set of advertised products, which is why an ad group holding five unrelated keywords prices all of them by one blended average.

That averaging is the usual reason a strong keyword underperforms — it is being bid as though it were its weakest neighbour.