Building an Amazon PPC campaign in Adtomic is fast and easy. Whether you are an experienced seller who has run numerous campaigns, or you have never run one, you’ll set up and execute the process quickly with this sophisticated tool.
Let's get started.
1. Log into your Helium 10 account, open Adtomic, and go to the Ad Manager level. (Make sure you are inside the account and market where you want to set up your PPC.) Inside Ad Manager, click on the + Add Campaign button.
2. Adtomic has two templates for building a campaign. The first template, Quick, is designed for people who are new to setting up and running PPC campaigns, or who do not have a list of researched keywords prepared. The Guided template requires users to have a list of researched keywords and ASINs prepared, and to already know what kind of bid and budget they want to use on the campaign.
Let’s look at the Quick template first.
3. Click on the Quick template button. Inside the Quick Campaign Builder, you will have three Product Lifecycle Stage options. They are named to match the basic goals of each option.
- Launch: Use this option for a new product or to push for the highest number of customer impressions possible. The goal here is to get as many customers to see your ad as possible.
- Scale: Use this option if you already know your budget and bid limits, and have researched a list of keywords and competitor ASINs to use in setting up the campaign.
- Liquidate: Use this option for discontinued products you want to sell quickly or to clear out stock for new versions.
The Quick template defaults to the Launch strategy. It’s designed to be used by sellers who are advertising their products for the first time, and/or for new products from established sellers. With this option, you will be creating a Sponsored Product ad campaign only.
As in other Helium 10 tools, you’ll notice a progression tracker across the top so you can see where you are in the process of setting up the campaign.
4. The first actions are to name your campaign, select the Product Lifecycle Stage best suited for your purposes, and add products. If your MWS is connected, then the Product Selection tab will be loaded with the products connected to your account.
5. Adtomic will automatically prefill your default bid and maximum daily budget for you based on the product(s) selected in the previous step. Nonetheless, you can still change those suggested values if you want to. If you are satisfied with the default bid and daily budget numbers, click the Next button to proceed.
6. The next window is the Campaign Preview window. Here, before launching the campaign, you can review each of the four campaigns built using the Quick template and the Launch strategy. The data columns show the Default Bid, the Daily Budget and the Bid Algorithm strategy. Each campaign has a separate task.
- Once you launch the campaign, the foundational Auto campaign will begin finding search terms that lead to shopper interest in your product(s).
- Those search terms will then be added as broad match keywords in the Research campaign to identify additional combinations of keywords that might lead to clicks and sales.
- Those broad match keywords will be further cultivated into a list of exact match keywords and moved into the Performance campaign. As keywords are moved from Auto to Research to Performance, they will be removed from the originating campaign to prevent them from competing against each other.
- Adtomic also finds and identifies competitor ASINs as the campaigns run, and gradually adds them to the new Product Targeted campaign.
At the bottom of the window, note that Automation for Keyword Promotion (per the above sequence), Bid Adjustment, and Negative Keywords is turned on for this group of campaigns, so that Adtomic can quickly make changes as new data is gathered.
If you do not want the Keyword and Bid Suggestions automated, you can turn them off by using the toggles for each action. Note this will turn off automation for each of the four campaigns, and will require you to check in frequently to monitor and make decisions about these aspects of the campaign.
When you are satisfied with the settings for your Sponsored Product Campaign, click the Launch button.
Let’s look at the Guided template now. Before you start building a set of campaigns in the Guided template, you will want ready:
- A prepared list of research keywords relevant to your product;
- An tested bid and daily budget strategy; and
- A prepared list of competitor ASINs
7. If you want to change which template you are working in, you can click the blue Change button in the top right corner.
8. Click on the Guided campaign builder button.
9. Notice that the Guided template has four stages instead of the three in the Quick template. The added stage(#3) allows you to use your own research keywords and ASINs.
10. As in with the Quick template, you begin by naming your campaign, choosing the Product Lifecycle Stage, and adding the product(s) you want to include in the campaign. Note that the Guided template defaults to the Scale strategy, because that is the most common strategy used for regularly stocked products. But you can also switch to the Launch or Liquidate strategies by clicking on their buttons. Name your campaign, select your strategy, and add your products, then click Next.
12. If you want to see how Adtomic is making the suggested Target, click on See calculations. The rationale for the suggested bid will be displayed. When you are satisfied with the ACoS, click the Set Target ACoS button.
13. The second stage in setting up the campaign is to select the type of campaigns you wish to create. You can create a Sponsored Product, Sponsored Brand and/or a Sponsored Display ad. Adtomic lets you set up multiple campaigns in one process. To create Sponsored Brand or Sponsored Display ads, you must be Brand registered. Once you have chosen the type of campaign, click the Next button.
14. Adtomic then shows you a preview of the campaign(s) you’re setting up. You can change the Default Bid or Daily Budget on this window, and turn off the Product Targeting campaign, if you want, by unclicking the box next to Include Product Targeting. Helium 10 recommends running Product Targeting campaigns because it allows Adtomic to find and add the ASINs of competing products to the Auto campaign. When you are satisfied with the conditions of the campaigns, click the Next button.
15. The third stage of the Guided strategy is where you add your prepared keywords and negative keywords.
Because Auto campaigns are designed specifically to gather keywords, the Research campaign is the first one for which you will enter keywords. Adtomic gives you three ways to enter keywords.
First, you can add suggested keywords, based on their Match type, Broad, Phrase and Exact. You can scan through the list of recommended keywords, and choose them one at a time, or you can click Add all to shift them all into your Research campaign.
You can also enter your keywords from another file under the second tab, by copying and pasting the words.
Finally, you can add keywords from My List on Helium 10, if you have them ready. The My List tab displays all your existing lists so you can simply click Add + on the List you want included in the campaign.
16. You can also add Negative Keywords as well, words that you already know do not convert to sales. Click on the Advanced Negative Keywords link to open the entry field.
17. Click Next to move on to enter keywords into the Performance campaign. In this campaign, the keywords are Exact Match only. Enter in keywords that you already know result in sales, based on previous research and campaigns.
When you have finished adding known converting keywords and nonconverting negative keywords, click Next to move on to the Product Targeting fields, where you will enter competing products ASINs.
18. On the Product Targeting ASINs window, you can enter as many ASINs as you like by typing or pasting an ASIN in the Enter Your ASINs box, and click the + Add button between each entry. When your ASINs are entered, click the Next button.
19. Finally, Adtomic takes you to the Review and Launch overview window, where you can review all the campaigns you are about to launch. Be sure to check that each component is set up per your preferences:
- Selected product(s)
- Product Lifecycle Stage
- Campaign types, targeting, daily budgets, default bids, bid algorithm strategy and target value
- Adgroup rules, including match types
The highlighted warning banner is simply to let you know that the product(s) included in this campaign are also included in other campaigns. You can pause the inclusion of a product in this campaign by clicking the gold pause button located in the Action column.
20. When everything looks the way you want it to, click the Launch Campaign button.