Have you already created campaigns before in Seller Central and are comfortable with spreadsheets? Then we highly recommend using the ‘Bulk Upload’ template to streamline campaign creation and future management of your campaigns. Most of our sellers use the bulk upload feature to save time and make edits to many campaigns in the same session. If you’re new to Sponsored Products, don’t worry. You can come back to this guide (or our help center) at any time to learn how to use bulk upload in the future.
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.
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. Otherwise, please review this article for calculating the optimal default bid.
These values should be used just as a rough guide. Depending on your products and categories, values can be substantially different. If these numbers seem scary, that’s okay. You can always start lower and raise the default if needed.
Dynamic Bidding Strategies
Dynamic bidding strategies should be turned off for best results with Flywheel. Learn more about those settings here.
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