How to Set Up Ad Campaigns on Seller Central
Who this is for? This SOP is intended for Amazon sellers who have registered on the Seller Central platform and are looking to set up ad campaigns to promote their products. The audience should have a basic understanding of how the Seller Central platform works and should be familiar with the product they want to advertise. Additionally, the audience should have an understanding of basic digital marketing concepts, such as keywords and targeting.
Objective: The objective of this Standard Operating Procedure (SOP) is to provide step-by-step instructions for setting up ad campaigns on Seller Central, a platform for Amazon sellers to manage their online business. The purpose of this SOP is to help Amazon sellers effectively promote their products and increase their sales by using the advertising features available on Seller Central.
Step-by-Step Instructions
1. Log in to Seller Central. Go to the marketplace switcher and choose the account where you will set up the ad campaign
2. Go to Manage All Inventory to see what products they currently have. This will help you create ad groups depending on the product.
3. Create a Google Sheet where you can separate and sort products
**Note: Segment the products if they have the same category but different kinds (example below). A product with multiple sizes is the same product (e.g. packs, size) and a bunch of products that have the same traits such as sauce or jam could all have a generic ad group with generic keywords. It is also recommended that you create different tabs for different ad campaigns you will have to create (e.g, Manual, Competitor, Brand)
4. Next, go to Advertising > Campaign Manager
5. Select Create Campaign
6. Choose Sponsored Products
For proper naming conventions for your campaign, go here.
Important note: The placement of each items in the "Create Campaign" page will be different depending on updates from Amazon, but, the steps will essentially be the same.
7. Create Campaign name, set Daily budget to how much the seller budget is and choose Manual Targeting
**Note: You will usually have to create 4 different campaigns (Manual, Brand, Competitor, and Automatic -- for Automatic campaigns, instead of choosing Manual Targeting, you will choose Automatic ). For the Daily budget, if the seller hasn’t provided it yet, put $10)
I. Creating Manual Campaign:
1. Create an Ad Group, set group name according to the product
**If you already have a campaign and you are just adding an Ad Group, go to All Campaigns > choose the campaign where you need to create an Ad Group, then click on Create ad group
2. Add the corresponding products
**Note: Use the search bar and look for the corresponding product/s, then add it.
3. Set Bidding Strategy - Fixed Bids only
4. Choose Keyword Targeting
5. Select the Top 5 Suggested Keywords. Set the Custom Bid to the calculated bid using the formula: average price / (1 / expected conversion rate) * target ACOS . Make sure that each match type is selected.
6. Go to Amazon and search for the same kind of product you are creating the keywords for
**Note: Make sure you enter the same type of material they use (e.g., band rings gold plated)
7. Choose at least 2-3 products that are related to the product we are going to advertise
**Note: Choose only the ones ranking organic and not sponsored
8. Go to Helium10, enter the ASIN of the products you checked (one at a time) and click on Get Keywords
**Note: It will show you the keywords that this product is being ranked for and then we can just go through the keywords and take the ones that we think will do well on the product we are working on
9. Scroll down to the keywords result, filter it by Search Volume
10. Find Keywords that are relevant to the product, have a high volume, and have a high organic ranking. High organic rankings tell us that this particular keyword converts well for this product.
11. Copy and paste the Top 5 keywords into the “Enter List” section back in the campaign creator. Make sure each of the match types is selected. Use the same calculated bid for the “Custom Bid”.
**Note: Browse through the keywords and make sure that there’s nothing too high on the bids (e.g., higher than $3)
12. Put the brand name on the Negative Keywords for Automatic and Manual campaigns, add it and click on Launch Campaign/Create Ad Group
II. Creating Competitor Campaign:
1. Follow Steps 1-4 on creating Manual campaign
2. Go to Amazon and search for similar products using the most search keyword you found. Once loaded, use Junglescout to show all
3. Add Headings (Format > Paragraph styles) and they will appear in your table of contents.
4. With the same product, then downloaded the CSV file
5. Open the downloaded file. Copy all the brand names and paste it on the sheet
**Note: You may remove duplicates although it doesn’t matter when you copy it the ad campaign -- make sure to remove all the N/A
6. On the sheet, add the best keyword to the brand names
**Note: Use the concatenate function to make it easier
7. Copy and paste it to the Keywords section
**Note: Make sure to add all the keywords on Broad, Phrase, and Exact (one at a time)
8. Apply suggested bid
**Note: Browse through the keywords and make sure that there’s nothing too high on the bids (e.g., higher than $3)
9. No need to put anything on Negative Keywords and click on Launch Campaign/Create Ad Group
III. Creating Brand Campaign:
1. Create an ad group and name it “ALL”
2. Add all the products
3. Set Bidding Strategy - Fixed Bids only
4. Choose Keyword Targeting
5. Add the brand name and different variations of it on the Keywords section
6. Apply suggested bid
**Note: Browse through the keywords and make sure that there’s nothing too high on the bids (e.g., higher than $3)
7. No need to put anything on Negative Keywords and click on Launch Campaign/Create Ad Group
IV. Creating Automatic Campaign:
1. Create Campaign name, set Daily budget to how much the seller budget is and choose Automatic Targeting
**Note: For the Daily budget, if the seller hasn’t provided it yet, put $5)
2. Add the corresponding products
**Note: Use the search bar and look for the corresponding product/s, then add it.
3. Set Bidding Strategy - Fixed Bids only
4. Put the brand name on the Negative Keywords, add it and click on Launch Campaign/Create Ad Group
V. Create custom image headline ad using asset from sellers
1. Create Campaign name “Display - Offensive”, set Daily budget to $10.
2. Select Product Collection and New Product list page.
3. Select the three Top Selling Products
4. Add the brand logo, Brand name, headline, then check the Custom Image section and click on Add Image.
5. Upload the custom image by selecting the Choose a File button. The image specs are below.
6. Select Product targeting, set the default bid to between $0.15-$0.25 and select the applicable category by clicking Target. Then finish by clicking on Submit for Review.
VI. Create Offensive Category Display campaign
1. Select Sponsored Display Campaign
2. Name the campaign “Category Display Campaign”, set the daily budget to $10, and name thread group “Top Products”.
3. Choose Product Targeting and select the top three selling products.
4. Set the bid to $0.15 and select the applicable category. Then finish by clicking Launch Campaign.
VII. Create Defensive display campaign
1. Select Sponsored Display Campaign
2. Name the campaign “Defensive Display Campaign”, set the daily budget to $10, and name thread group “All Products”.
3. Select Product Targeting then click Add all on this page (make sure you click this on all pages to select all product in the catalog).
4. Set the bid to $0.15 and click on Individual products and Enter List. In the box, add each of the ASIN from the catalog. Then finish by clicking Launch Campaign.
VIII. Create Defensive Campaign
1. Select Sponsored Products campaign.
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2. Create Campaign name “Defensive - SP” , set Daily budget to $10. Click on Manual Targeting.
3. Select Fixed Bids
4. Name the ad group All Products and click on Add all on this page (make sure you click this on all pages to select all product in the catalog).
5. Set the bid to $0.15 and click on Individual products and Enter List. In the box, add each of the ASIN from the catalog. Then finish by clicking Launch Campaign.
