Complete the bulk template
Seller Central offers two different methods for campaign creation: the Campaign Manager interface and bulk operations. If you are creating 4 or fewer campaigns, use the Campaign Manager interface to directly create campaigns using information from the Organization Template. Otherwise, follow the steps below to complete and upload the bulk template.
The Bulk Template allows you to create and edit campaigns in bulk. Using applicable information from your Organization Template to correctly categorize your products and create a scalable campaign structure.
Campaign vs. ad group
Use campaigns to differentiate product lines and ad groups to distinguish product variations. The campaign level should reflect ACOS objectives, while the ad groups allow you to target keywords to a particular group of SKUs.
Reminder: Budgets are set at the campaign level and default bids are set the ad group level.
Setting appropriate campaign budgets is essential to ensure you are not missing out on impressions and spending your hard-earned cash wisely.
Start with your monthly marketing budget and divide it up by 30 to find your daily budget
Further divide this daily budget across your campaigns based on number of products being advertised and objectives
(If you have 10 products and 7 of those are in Campaign A, then Campaign A should receive about 70% of your daily budget, $70)
Split the $70 across Manual Campaign A and Automatic Campaign A, allocating $35 to each to start
Of the 3 remaining products, if 2 are in one campaign intended for profitability (Campaign B) and 1 is in a new launch product (Campaign C), then you might consider splitting the remaining $30 evenly across both to account for a difference in objective
(Since one campaign is in launch stage, it might spend more than a campaign intended for profitability)
Review campaigns in Seller Central for out-of-budget alerts. You should not let your budgets constrain your growth. You will want to increase budgets for any campaigns that are performing according to your objectives.
Leave the “end date” column blank to prevent unintentionally shutting off your campaigns. If you decide to discontinue a campaign, you can pause it directly in Seller Central.
Default Bids (Max Bids)
Where available, use Amazon’s suggested bid as a starting place. For more aggressive campaigns, use the higher end of the range and for more conservative campaigns, use the lower end. If you're enabling bid automation with Flywheel, we will use our 'starter bid' to determine the initial bid.
Dynamic Bidding Strategies
For best results with Flywheel use 'dynamic bids - down only' (default setting).
Learn more about bidding strategies in Amazon.
How-to: Fill out the bulk template
Once the remaining columns of the template have been correctly filled out, you can upload it in Seller Central to create new campaigns or make bulk changes to existing ones. Amazon will recognize existing campaigns in the spreadsheet. You will not make duplicate campaigns as long as the names are consistent.
Next: Uploading to Seller Central