The hard limits — bid caps, ad-group sizes, keyword and target counts.

Sponsored Ads campaigns live inside a small set of hard numeric limits. Most operators never hit them because their accounts are too small to notice; the moment an account grows past a couple of hundred SKUs, those ceilings start dictating your structure. This episode is the full list.

Bid limits

The minimum bid is 0.02 USD / EUR. The maximum bid is 1000 USD / EUR. These are absolute floors and ceilings — bulk-upload files containing bids outside this range are silently rejected. Real-world bids almost never approach the ceiling; if a calculation says they should, the right answer is almost always that the keyword is not a fit for the ASIN.

Sponsored Products: structure limits

Up to 10,000 ad groups per Sponsored Products campaign. Up to 1,000 keywords per ad group. Up to 1,000 product targets per ad group. Up to 1,000 ASINs per ad group. Up to 1,000 negative keywords and 1,000 negative product targets per ad group. Account-wide, up to 1 million Sponsored Products campaigns per advertiser.

These numbers are large enough that few accounts ever touch them — except the per-ad-group keyword and ASIN caps, which we will see again as soon as we talk about category targeting.

Sponsored Brands: structure limits

Up to 100 ad groups per Sponsored Brands campaign. Up to 1,000 keywords per ad group. Up to 1,000 product targets per ad group. Per ad: a minimum of three ASINs for the multi-ASIN creative, or one ASIN for the video creative. Custom headline is capped at 35 characters in most marketplaces (50 in some), brand logo at 400 × 400 pixels minimum.

Sponsored Display: structure limits

Up to 100 ad groups per campaign. Up to 10,000 advertised products per ad group. Audience and product-targeting limits per ad group are also in the thousands. The binding constraints in SD are usually creative caps (one creative per ad group, headline character limits) rather than count caps.

Why these numbers shape structure

Two practical consequences. First, the 1,000-keyword-per-ad-group cap on SP and SB means you cannot dump a 5,000-keyword research list into a single ad group; you have to split. The split should be themed (per-product-family, per-funnel-stage), not arbitrary. Second, the 1,000-ASIN-per-ad-group cap matters the moment you build category-targeting campaigns; we will come back to this in episode 20.

Other limits worth knowing

Daily budget minimum: 1 USD / EUR. Daily budget maximum: 21 million per campaign (you will never hit this). Bid adjustment by placement: 0% to +900%. Bulksheet upload file size: 32 MB. Bulksheet row limit: 500,000 rows per upload. None of these tend to bite at the campaign level — they bite at the bulk-operations level when an account grows past mid-six-figure SKU counts.