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Getting Started Guide
Introduction
This guide will help you understand the basics
of Sponsored Products including: how to get
started, how to track campaign performance,
advanced features, and frequently asked
questions.
Getting Started
1 Registering for Sponsored Products
2 Goal setting and key terms
Creating a Campaign
3 Name your Campaign
4 Determine a Daily Budget
5 Set a Start and (optional) End Date
6 Select a Targeting Type
7 Name your Ad Group
8 Set a Default Bid
9 Add Keywords
Track your Campaigns
10 Basic metrics
11 Advertising reports
12 Optimizing your campaigns
Advanced Features
13 Bulk Operations
14 Negative Keywords
15 Keyword Match Types
16 Bid+
Frequently Asked Questions
17 Frequently Asked Questions
Getting Started
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Registering for Sponsored Products
First, sign in to Seller Central, then visit the Campaign Manager section of the Advertising tab.1
2Next, ensure your default payment information is correct then select “Create Ad Campaign.” You will not
be charged until your ads receive a click.
Goal Setting & Key Terms
Goal Setting
Before you start building campaigns, it is important to know what business goals you want to
accomplish with your campaigns. Your business goals could be to drive sales of a new product, to
generate reviews, to improve sales of your low performing SKUs, to clear inventory, or to advertise
your entire catalog to drive more traffic to your products.
Key Terms
Campaign Manager is the control panel that enables you to manage your ads, set your advertising
spend and analyze the performance and return on investment for each of your campaigns.
Campaign is a framework for managing your ads so that you can accomplish your desired business
goals. The essential elements of a campaign include campaign name, start date, daily budget and ad
groups.
Ad Group is a collection of ads within a campaign that share a group of related keywords. Ad groups
allow you to further segment a campaign. A campaign is made up of one or more ad groups.
Ads are products you select to be advertised in your ad groups. An ad group is made up of one or
more ads.
Keywords are words used to target your ads to potential customers. You may select the keywords
you’d like to target using manual targeting or let Amazon select the keywords using automatic
targeting.
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Creating a Campaign
Create a Campaign – Name your Campaign
Create a Campaign Name
A campaign is a way to group your
ads under a common advertising
budget and dates. A campaign
consists of one or more ad groups,
which contain different ads and
keywords.
How to Segment
For example, you might create a
campaign for a specific line of products
(e.g. women's watches), for a specific
season (e.g. summer), for a special
event or holiday (e.g. Halloween), or
any other framework that helps you
manage your ads.
3
Create a Campaign – Determine an Average Daily Budget
Set an Average Daily Budget
The daily budget is the average daily
amount you are willing to spend on
each campaign over a calendar
month. You can change your budget
at any time.
For example, if you set your daily
budget to $100, Amazon.com will
deliver up to $3,100 worth of clicks in
that calendar month, assuming you
start your campaign on the first day of
a 31-day month.
Your daily budget should be
determined based on how many
products you are advertising. For
example, a campaign with 100
products and a $1/day budget will
likely not receive significant traffic to
all the products.
4
Create a Campaign – Set a Start and (optional) End Date
Setting a Campaign Time Frame
You may select the start and end date
for when you would like this campaign
to run.
The start date is generally the same
day the campaign is set up, but can be
set up for a date in the future for
holiday or other seasonal campaigns.
The end date is optional and we
recommend setting it to “No end date”.
If you do decide to set an end date,
we recommend at least two weeks
from the start date to ensure you gain
significant enough data to evaluate
campaign performance.
5
Create a Campaign – Select a Targeting TypeAutomatic Targeting
Automatic targeting is the easiest way
to launch with Sponsored Products.
Campaigns with automatic targeting
are designed to generate more search
traffic to your ads because Amazon
targets your ads to all possible
relevant customer searches based on
your product information. Once your
campaign is running, you can view
which customer searches resulted in
ad impressions and clicks.
Manual Targeting
Campaigns with manual targeting use
keywords you specifically select to
display your ads. Amazon matches
the keywords contained in your Ad
Group to the search terms that
customers are using on Amazon.com.
You can choose from the list of
recommended keywords, add your
own keywords, or use a combination
of the two.
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Create an Ad Group – Name your Ad Group
Create an Ad Group
Campaigns are made up of one or
more ad groups. With manual
targeting, ad groups are used to group
together similar SKUs you want to
advertise that share the same set of
keywords and same maximum default
bid. With automatic targeting, ad
groups are used to group SKUs that
share the same maximum bid.
Name your Ad Group
Assign an ad group name that is
descriptive and meaningful to you. Ad
group names must be unique within a
campaign but you can use the same
ad group name in different campaigns.
Your ad group name will be used for
Seller Central display purposes and
will not be visible to customers.
You may also leave the ad group as
“Ad Group 1” if you do not want to
further segment your campaign.
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Create an Ad Group – Set a Default Bid
Set a Default Bid
How much you bid depends on your
business goals for a particular
product. Your default bid should be
the maximum amount you are willing
to pay when someone clicks your ad.
This will apply to all clicks for this ad
group.
Winning Bids by Category
To help you understand the market
rate for clicks, we provide winning
cost-per-click bid by category in Seller
Central. You may hover over the
question mark next to Default bid or
search help for winning cost-per-click
bids by category to view these bids.
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Create an Ad Group – Adding Keywords *for Manual Targeting Campaigns only*
What are Keywords
Your keywords (word combinations
and phrases) determine the pages on
which your ads will be displayed.
Keyword targeting is essential to ad
performance. Amazon matches the
keywords contained in your ad group
to the search terms that customers are
searching for on Amazon.com. The
SKUs you list in the ad group can be
displayed as ads to the customer when
Amazon matches your keywords to the
customer's search terms.
Product Strategies
The keywords you choose must be
relevant to the products in your ad
group. Make sure that the keywords
reference product detail page
metadata. If Amazon determines that a
keyword is not relevant, then your ads
will not receive impressions when
customers search for that keyword.
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Track your Campaigns
Basic Metrics
Metrics Definitions
● Impressions: the number of times your ad was displayed.
● Clicks: the number of times your ad was clicked by Amazon shoppers.
● Spend: the total click charges accrued for your campaign, ad group, or ad.
● Sales: the total product sales generated within one week of clicks on your ads.
● ACoS: Advertising Cost of Sale – the percentage of attributed sales spent on advertising.
ACoS = Total Spend ÷ Total Sales
● Cost per Click: also known as CPC, the amount you are charged for a click on your ad.
● Click Through Rate: also known as CTR, the number of click-throughs as a percentage of
ad impressions.
● Conversion: the number of sales transactions generated as a percentage of ad clicks.
Where to Find Metrics
You can view the most basic metrics for each campaign, ad group, and ad in the Campaign
Manager, Campaign Details, and Ad Group Settings pages respectively. You can also customize the
time frame of the metrics (i.e. Week to date, Last week, Month to date, Lifetime, etc.).
Additional metrics are tracked in Advertising Reports. Advertising Reports can be found under
Reports >> Advertising Reports in Seller Central.
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Advertising Reports
The table below outlines what information each of the advertising reports contains.
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Report Name How to use the report? What metrics does the report track?
Performance Over Time See a summary of your clicks and
spend over a specified time period
Clicks, average CPC, and total spend in specified
timeframe
Performance by SKU See SKU-level click and impression
data summarized for all campaigns
Clicks, impressions, click through rate (CTR), total
spend, and average CPC for each SKU (ad)
Search Term Report See which customer searches triggered
your ads for the past 60 days
Actual search terms entered by customers that
generated at least 1 click on your ad, and impression,
click and conversion data for your ads
Estimated Page 1 Bid Report Compare your current keyword bids to
Amazon’s estimated page 1 bids for the
same keyword
Your maximum bid and the estimated page 1 bid for all
your active keywords in manual targeted campaigns
Other ASIN Report View details on the Other ASINs
purchased after a customer clicked on
your ad
Attributed sales of ASINs other than the advertised
ASIN the customer clicked on, and the keywords, ads,
ad groups, and campaigns that triggered such sales
Campaign Performance Report View comprehensive performance
history of your advertising campaigns
for the past 60 days
Clicks, impressions, click through rate (CTR), total
spend, average CPC of each SKU (ad), attributed
order units, attributed sales, and conversion for each
campaign, including results for each ad group, SKU,
and keyword
Optimizing your Campaigns
Adjust keywords
● Use the Search Term Report to identify high performing customer search terms and consider
adding these search terms as exact match and adjusting your bids to increase impressions.
● Look at SKUs with fewer than 5 keywords in manual targeting campaigns and consider
adding more keywords to your ad group.
Adjust bids
● Compare your current keyword bid to the estimated page 1 bid and your actual cost-per-click
to set your bidding strategy.
● Identify low impression keywords and consider increasing your maximum bid.
Add ads
● Use the other ASINs report to identify the other ASINs sold and review which ads (advertised
ASINs) and keywords were attributed to the sale.
● Consider creating new ads for these other ASINs and associated keywords.
Adjust daily budget
● For high performing campaigns that tend to go out of budget, consider increasing your daily
budget to avoid potential loss of sales.
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4
Advanced Features
Bulk Operations
Add New Campaigns, Ad Groups, Ads (Products), or Keywords
If you have a large number of campaigns, keywords or ads you would like to advertise, bulk
operations is the most efficient way to do so. Use the Sponsored Products Bulk Template to get
started or edit/add to the Bulk File with your existing campaign information.
Edit Existing Campaigns
Instead of updating your keyword bids or advertised products one-by-one in Campaign Manager,
you can download a .csv or .xlsx file of your campaign information, make changes in the file, and
then upload the file. You may upload only the lines with changes, or upload the full file.
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Negative Keywords Exclude low-performing customer search terms
The best way to identify negative keywords is
through the Customer Search Term Report. Look at
the data in this report to determine which customer
search terms have received significant traffic but not
performed well.
• Example: if a customer search term has
significant clicks but is not meeting your
advertising goals, you may use exact negative
keywords for that customer search term.
Refine your targeting to exclude less relevant
terms or terms you do not want associated with
your products or brands
You may use negative keywords to keep your ads
from displaying to less relevant customer search
terms or terms that you do not want associated with
your brand.
• Example: if you sell high-end running shoes, you
may not want your ad shown when the customer
search term includes “cheap”, so you may use a
phrase negative keyword.
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Keyword Match Types
Broad Match
This match type offers your ad broad traffic exposure.
A customer search term will match if it contains all the
keyword terms or their synonyms. The customer
search term can contain keywords or synonyms in any
order.
Phrase Match
The customer search term must contain the exact
phrase or sequence of words. It is more restrictive
than broad match and will generally result in more
relevant placements for your ad.
Exact Match
The customer’s search term must exactly match the
keyword in order for the ad to show, and will also
match close variations of the exact term. Exact match
is the most restrictive match type, but can be more
relevant to a customer’s search.
Note: You can’t change the match type of an existing keyword, but you can add multiple match types for one keyword.
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Bid+
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PlacementBid+ is only available for the top of customer
search results, no other placements will have
bids raised as a result of Bid+ being turned
on. Over time, Amazon may expand this
setting to include additional placements.
ActivationSelect a manually targeted campaign, and
then go to Campaign Settings. Then, check
the Bid+ checkbox.
CostWhen Bid+ is turned on, Amazon may
increase the maximum CPC bid by up to 50%
for all your ads that are eligible to appear in
the top of search placement only.
PerformanceYou can measure the impact of Bid+ in
Campaign Manager and in your advertising
reports. Compare a campaign’s click and
sales performance by observing results with
Bid+ turned off and then turned on. The
Performance Over Time Report and the
Campaign Performance Report can be used
to evaluate performance and return on
investment.
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Bid+ can help show your ads in the top of search results
Bid+ is a setting in Campaign Manager that can help increase the
opportunity for your eligible ads to show in the top of search results –
including the first row. When Bid+ is turned on, Amazon may increase
the maximum bid by up to 50% for your ads that are eligible to appear
in this placement.
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Frequently Asked Questions
Frequently Asked Questions
Q: How much should I bid?
A: You should bid as much as you are willing to pay for a click. As a new advertiser, you may wish to bid $0.25
or $0.50 for your keywords. Sponsored Products provides the estimated page 1 bid for manual targeted
campaigns within Campaign Manager to provide guidance on a competitive bid. To help increase impression
volume, you may want to increase your bids.
Q: Is there a minimum bid?
A: Yes, our minimum bid is $0.02, although we recommend bidding higher depending on your comfort and the
performance of the keyword.
Q: If there is a search term my ASIN is weak on, can using Sponsored Products help my ranking for
that particular term?
A: Sponsored Products provides the opportunity for your ad to show up on page 1 of the search results for any
relevant product. Also, anecdotally, some merchants have reported that sales driven by Sponsored Products
have contributed to natural search ranking improvements.
Q: What is a good value for Advertising Cost of Sale (ACoS)?
A: We know approaches to advertising vary across businesses, products and seasons, so we don’t make any
recommendations about managing to a specific ACoS value. Instead, we provide you with ACoS and other
helpful measurements so that you can see if Sponsored Products is meeting your advertising goals.
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Frequently Asked Questions
Q: If you create two campaigns (an automatic and manual for the same product) will you be bidding the
cost up for yourself?
A: No, you will never compete against yourself as long as you’re using the same Seller Central account.
Q: Can I flip my automatic targeted campaign to a manual targeted campaign and vice versa?
A: There is no automated way of doing so, but you may use the learnings from your automatic targeted
campaign to create a new manual targeted campaign.
Q: Why can I not receive impressions if you are not in the buy box?
A: You do have to be winning the buy box for your ad to be displayed. We want to avoid sending customers to
a product detail page if another seller is winning the buy box so they don’t potentially gain a sale from your
advertisement.
Q: Does Amazon have a way for us to see the most relevant search terms for our types of products?
A: Sponsored Products provides “suggested keywords” when you are setting up a manually targeted
campaign, which is a great way to see relevant search terms for your products. However, we do not provide
insight into volume of keyword searches at this time.
Q: How long does it take to update the sales information in the visual report?
A: We use a 7-day sales attribution window in the Campaign Manager UI, so sales may update for up to seven
days after the customer clicked on the ad.
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