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Understanding Media Plans in Trellis

Learn what a Media Plan is, how Trellis structures your Amazon Ads campaigns, and how optimization strategies like ROAS Boost or Growth Max work within that framework.

💡 See also:

🧠 What Is a Media Plan?

A Media Plan is the campaign container Trellis uses to manage your Amazon Ads.
It’s where your products, targets, and optimization strategies come together under one plan.

When you create a Media Plan, Trellis automatically:

  • Builds the correct campaign structure in Amazon (with the right ad groups, match types, and negations).

  • Syncs performance data for each keyword, ASIN, and placement.

  • Applies the optimization strategy you choose — Trellis then manages bids and budgets daily to hit your target ACoS or growth goals.

💡 Think of a Media Plan as the single source of truth for your campaign.
All your reporting, targeting, and optimization settings live here.

🧩 How Media Plans Work

Every Media Plan includes the following key components:

Component Description
Products The ASINs or SKUs you want to advertise. Each product can be linked to multiple ad groups or keywords.
Targets The keywords or ASINs you’re bidding on. Trellis automatically manages these via discovery and harvesting.
Ad Groups Logical groupings of products + targets. Trellis creates separate ad groups for match types and ad types to improve performance.
Optimization Strategy Defines how Trellis adjusts your bids. Choose between ROAS Boost, Growth Max, Product Launch, Placement Max or Only Rules.
Advanced Settings Controls harvesting, match types, bid ranges, and other fine-tuning options.
Amazon Options Sets bid strategy (Up/Down, Fixed, Down Only) and placement modifiers (Top of Search, Product Pages, etc.).

⚙️ Optimization Strategies

When building a Media Plan, you’ll select how Trellis should optimize your campaigns.

Strategy Best For What It Does
ROAS Boost Profitability-focused advertisers Keeps bids within your min/max ACoS range to maintain stable returns.
Growth Max Aggressive scaling Pushes bids toward the higher end of your ACoS range to maximize visibility and traffic.
Product Launch New product introductions

Maximizes bids for strong early market presence and rapid sales acceleration.
Placement Max Products with strong placement preferences

 Utilizes bid multipliers to ensure that the products are showing up only on the best performing placements.
Only Rules Experienced advertisers Allows you to define custom rule-based optimizations manually.

🔄 Campaign Lifecycle in Trellis

  1. Create or Enroll a Media Plan (new or existing campaigns).

  2. Trellis begins data collection and optimization.

  3. The algorithm continuously:

    • Adjusts bids per target and match type. (See below image for example of continual bid changes to achieve ACOS target and grow sales)

    • Harvests and negates keywords automatically (dependent on settings)

    • Balances budget allocation across ad groups.

  4. View performance in Reports → Advertising Report or directly from your Media Plan dashboard.

💡 Tip: Every Media Plan in Trellis represents one or more campaigns in Amazon Ads.
You never need to manually create the ad group structure — Trellis automates that for you based on best practices.