This FAQ consists of multiple sections and includes links to additional content:

  1. Overview
  2. Campaign Structure
  3. Custom Settings and Calculations
  4. Functionality
  5. Strategy
  6. Product and Campaign Syncs

Overview:

Who does this feature work for? 
Campaign Creator generates Sponsored Products campaigns (excluding PAT) for all 3P sellers with MWS connection.  

Who does this feature not work for?
1P sellers, 3P sellers without MWS, France and India marketplaces, creation of Sponsored Brands, Display, and PAT campaigns. (Additional functionality coming)

Is MWS required?
Yes. We need MWS in order to populate your products in Flywheel. 

Are COGS required?
No. COGS are not required to use Campaign Creator, but they are strongly encouraged. They will make our recommended default values more accurate. 

Campaign Structure:

How are my campaigns structured?
Campaigns are structured by product line (parent ASIN) with each child SKU within its own ad group. For example, if the Parent ASIN has 3 child ASINS, the output for an Advanced build, "Audience Based", would be 4 campaigns (1 auto, 3 manuals) each with 3 ad groups. 

The output for the Basic build, "Mirrored", would be 2 campaigns (1 auto, 1 manual) each with 3 ad groups. 

Can I have product variations merged into one ad group?
No. At this time, you are not able to merge child ASINs into one ad group.

What happens if I add new SKUs (child ASIN) to a product line and I have existing Teika Campaigns running?
If you expand a product line to add new child variations and you've already created campaigns for the parent ASIN using Campaign Creator, when you go to make campaigns for that new product, we will automatically add it to the existing campaigns where the other child variations live as a new ad group. No new campaigns are created, just new ad groups.

The same logic would apply if you decide to advertise a product that was initially omitted from the campaign build.

Can I choose my campaign build type (Basic vs Advanced Structure)?
Yes. In step 3 of Campaign Creator, you are asked to set targets for campaigns. This is does not mean keywords, rather your target audience (i.e. brand or competitor). You set targets by entering brand and competitors. Your campaign build type is based on whether or not set targets.

  • No targets = Basic (mirrored) structure: 1 auto, 1 manual campaign.
  • Targets = Advanced (audience based) structure: 1 auto, 3 manuals (brand, competitor, generic).

Custom Settings & Calculations:

What changes am I able to make to my campaigns in Flywheel?
In Campaign Creator you can make edits to your suggested budgets and MACS.

How is the daily budget calculated?
Your daily budget will be calculated based on prior spend for each SKU. The minimum daily budget set is $10. Learn more here.

How is MACS calculated?
To learn more about MACS calculations, how we calculate margins without COGS, and questions on the "MACS Calculator", review this article.

How is the default bid calculated?
Newly created keywords and ad groups in Campaign Creation use our existing initial bid mechanism which considers the following: Bid Policy, Product Price, MACS, and the Conversion Rate assumption.

  • The initial bid mechanism takes takes click and conversion performance from newly created keywords to ensure that that starting bid can very quickly arrive at the best bid based given the new ad group MACS target. Within 24 hours, the bidder will begin moving the default bid towards it’s fully realized bid estimate based on incoming performance data.
  • Historical data is only incorporated for keywords targeting similar products with an exact match type

How are the Parent Product Metrics Calculated?
Parent Product metrics show the aggregate product metrics for all associated ASINs. If an ASIN has no metrics (i.e. inactive SKU or out of stock for over 30 days) those metrics will be omitted from the calculations. For example, if there are 4 ASINs and 1 ASIN is inactive, when calculating the average ACoS, we will divide by 3, rather than 4.

The metrics are calculated as follows:

  • Sum: Total Sales, Ad Sales, Ad Spend
  • Average: ACOS, Pre-Ad GM% (if an ASIN has no data it is not reflected in average)
  • Associated Campaigns: Sum of unique campaigns among the ASINs


Functionality:

What happens after I submit my campaigns?

  1. Campaigns are submitted to Amazon for Approval
  2. Status Email Sent Once Approved
  3. SKUs in existing campaigns are paused
  4. Top Keywords Transferred to New Campaigns
  5. Bid Automation Automatically Enabled in Flywheel

What happens to my existing campaigns after creating new campaigns in Flywheel?
Your existing campaigns remain running, we will only pause the SKU.

PAT campaigns will not affected, those SKUs will remain running.

Are my keywords transferred?
Yes. Campaign Creator will automatically transfer any keywords that have generated at least 1 sale in the past 30 days. If keywords have generated any sales for specific SKUs those will be added to the appropriate ad group. In some situations no keywords will be transferred and the ad group or campaign may appear as 'incomplete' in Amazon. Don't worry, your Auto campaign will generate keyword recommendations. Learn more here.

Are my negative keywords transferred?
No, negative keywords are transferred. Negative keywords can significantly reduce the visibility of your ads. Without having enough data to validate particular keywords are causing inefficient spend, Campaign Creator cannot safely migrate those keywords. Learn more here.

If you've been following best practices when negating keywords, consider retrieving this information from Amazon and manually transferring the keywords to your new campaigns. You can use the bulk file or export this information from the campaign in Seller Central.

Tip: Add as a 'negative exact' at the ad group level.

Do you add my brand and competitor names as negative keywords? (Specific to Advanced 4:1 build):
No. At this time, you will need to manually add your brand as a 'negative phrase' in your auto and competitor campaigns. Similarly, you will need to add the names of competitors you're targeting as a negative in your auto and brand campaigns.

Tip: Add as a 'negative phrase' at the campaign level.

Where can I see the changes made to my campaigns?
At this time we do not have a change log stored in Flywheel. To see your new campaigns and which keywords were added to them, download your bulk file report in Amazon. Learn more here.

How do I know if my new campaigns were created?
Once your campaigns have been approved by Amazon you will receive an email from Flywheel alerting you of this status.

What happens if my campaign upload fails?
If you receive an email indicating your campaigns have failed, you will receive a campaign build plan id. We recommend providing this id number to our support team, they will help identify the SKUs that did not upload and provide additional steps to resolve.

When should I expect bidding changes take effect once I launch my campaigns and ad groups?
Bids of ad groups created through Flywheel can take up to 24 hours to start changing. Because of this, we recommend you not to pause or stop your campaigns before that period.

Strategy:

How do I know which campaign structure (build type) is best for my business?
In theory, you can use either campaign build type (basic vs advanced). You will see the most benefits if you choose the build type that is reflective of your current business. If you have a lot of brand awareness, you'd benefit from targeting different shopper segments. If you have low brand recall you can use the advanced build, but the majority of your spend and sales will likely occur within generic/category campaigns. Learn more here.

How do I know what advertising goals to set?
Advertising goals should be reflective of where your products fall in their life-cycle. If you're products are new to Amazon you will need to invest in advertising to generate exposure and sales. Mature products require less ad spend to generate sales.

Learn more about performance metrics.
Learn more about advertising goals.

Why would product variations have different goals?
Some product variations have a better conversion rate than others, so you may have more data with certain products. For instance, Amazon may prefer to show your ad selling 'women's leggings, size small, color black' but consumers tend to mainly purchase your leggings in size medium.

If you're looking to get more traction on certain products because you have lots of inventory or maybe you're looking to reduce spend on an unprofitable product, you would want to set different advertising goals, even though their within the same product line. Consider how Amazon attributes sales when making decisions.

How does my goal selection impact creation/settings? How do we use goals?
Goals set here will influence the suggested starting MACS for each ad group and will allow the AI powered bidding algorithm to make smarter bid adjustments.

Goals set here will be transferred to the new column on the Product Metrics page.

Product & Campaign Syncs:

How quickly will I see my new campaigns in Flywheel?
Campaigns will populate in Flywheel upon approval from Amazon. Typically this is a fast process, depending on the number of campaigns (catalog size), you should see the new campaigns within a few minutes.

Viewing new campaigns in Flywheel is not dependent on the nightly campaign data sync.

Where do I see my campaigns in Flywheel?
Your campaigns will populate on the campaigns page within the advertising section. The campaign performance page currently defaults to show all campaigns (enabled, paused, archived), to quickly check if your new campaigns are in Flywheel, search “|TM”.

What products are shown in the 'select products' section of Campaign Creator?
This product list is more extensive than the product metrics page. It incorporates all products in your catalog, both active and inactive.

It is updated daily. Any new SKUs added to your catalog will show within 24 hours.

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