Creating Amazon Ads Campaigns within Helium 10 Ads

July 02, 2025 18:22

Building an Amazon advertising campaign in Helium 10 Ads is fast and easy. Whether you are an experienced seller who has run numerous campaigns or you have never run one, this article will help you set up and execute the process quickly with this sophisticated tool.

There are 3 options when creating a campaign within Helium 10 Ads. Helium 10 Ads can create a campaign structure with rules that will promote targets from an Auto campaign to manual campaigns using Helium 10 Ads Quick Builder, Guided Builder, or the ability to create single campaigns

To get started, please choose your preferred option below:

Use the Quick Builder to create a multiple-campaign structure
- Designed for people who are new to setting up and running advertising campaigns and do not have a list of researched keywords prepared.
Use the Guided Builder to create a multiple-campaign structure
- For users who have researched keywords and ASINs prepared (recommended), and/or for users who want to build multiple campaign types at the same time.
Create a Single Campaign
- For users who have existing campaigns but would like to add one or two more campaigns needed to complete their Rule set.
Use the SP Super Wizard to create campaigns in bulk
- Experienced advertisers can now create Sponsored Products (SP) campaigns in bulk using the new SP Super Wizard. This tool streamlines campaign creation and offers three strategic modes—Standard, Advanced, and Customize—to suit your specific advertising goals.
Use AI Goals to launch smarter campaigns
- The AI Goals feature helps you create Sponsored Product campaigns powered by Helium 10’s AI. Set clear performance goals, select your budget strategy, and let AI optimize keyword targeting, budgeting, and bidding to maximize campaign effectiveness.

Quick Builder

1. Log into your Helium 10 account, open Helium 10 Ads, and go to the Ad Manager level. Make sure you are inside the account and market where you want to set up your advertising campaigns. Inside Ad Manager, click on the + Campaign button.

2. Click on the Quick template button.

3. Inside the Quick Campaign Builder, you will have bid strategy options.

Max Impressions: A bid algorithm for products in a launch stage that need to get as many impressions as possible.
Target ACoS: A bid algorithm for products in a performance stage should target an ACoS for scalable advertising. This is the default recommended bid algorithm.
Max Orders: A bid algorithm for products in a liquidate stage should bid for maximum orders to clear out inventory.
Custom: Create a custom rule that adjusts a target's bid based on your set performance criteria.

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 and select the best Bid Strategy for your product.

5. Helium 10 Ads will set a default Target ACoS of 30%. You can change this target to a different amount better suited for your advertising goals. Consider adding a Min/Max Bid by checking the box and entering your preferred amounts for min and max bids.

6. If your MWS is connected, the Product Selection tab will be loaded with the products connected to your account, and you can hit + Add next to the products you want to add to the campaign. If your MWS token is not connected, you will need to enter your product SKUs manually. Once you have completed all the actions, click Next.

5. Helium 10 Ads will automatically prefill your default bid and maximum daily budget for you based on the product(s) selected in the previous step. You can change those suggested values if needed.

Each campaign has a separate task:

Once you launch the campaign, the foundational Auto campaign will begin finding search terms and ASINs that lead to shopper interest in your product(s).
Those converting targets 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 same keywords will also be added as Exact match keywords into the Performance campaign.
As Helium 10 Ads finds and identifies converting ASINs as the campaigns run, it also adds them to the Product Target campaign.

At the bottom of the window, note that Automatic Keyword Promotion (per the above sequence), Bid Adjustment, and Negative Keywords default to off. If you want the Keyword and Bid Suggestions automated, you can turn them on by using the toggles for each action. Note that it is recommended that you review the Suggestions page for the recommendations these rules will generate until you are confident that they can be automated.

Before launching the campaign, review each of the four campaigns built using the Quick template. The data columns show the Default Bid, the Daily Budget, and the Bid Algorithm strategy. If you are satisfied with your settings, click the Launch Campaigns button at the bottom-right to launch your campaigns.

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Guided Builder

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
A prepared list of competitor ASINs
A researched bid and daily budget strategy

To build your set of campaigns in the Guided template, follow these steps:

1. Log into your Helium 10 account, open Helium 10 Ads, and go to the Ad Manager level. Make sure you are inside the account and market where you want to set up your advertising campaign. Inside Ad Manager, click on the + Campaign button.

2. Click on the Guided template button.

3. Inside the Guided Campaign Builder, you will have bid strategy options.

Max Impressions: A bid algorithm for products in a launch stage that need to get as many impressions as possible.
Target ACoS: A bid algorithm for products in a performance stage should target an ACoS for scalable advertising. This is the default recommended bid algorithm.
Max Orders: A bid algorithm for products in a liquidate stage should bid for maximum orders to clear out inventory.
Custom: Create a custom rule that adjusts a target's bid based on your set performance criteria.

Notice that the progression tracker for the Guided template has four steps instead of just two in the Quick template. The added steps allow you to use your own research keywords and ASINs.

4. The first actions are to name your campaign and select the best Bid Strategy for your product.

5. Helium 10 Ads will set a default Target ACoS of 30%. You can change this target to a different amount that is better suited for your advertising goals. Consider adding a Min/Max Bid by checking the box and entering your preferred amounts for min and max bids.

7. The next step is to select the type of campaign you wish to create. You can create a Sponsored Product, Sponsored Brand, Sponsored Display ad, and/or set up multiple campaigns in one process.

Note—You must be brand registered to create Sponsored Brand or Sponsored Display ads. Once you have chosen the type of campaign, ensure the campaign type option is surrounded by a blue square, and click the Next button.

8. Helium 10 Ads then shows you a preview of the campaign(s) you’re setting up. In this window, you can change the Default Bid or Daily Budget and turn off the Product Targeting campaign by unchecking the box next to Include Product Target Campaign towards the top right. We recommend running Product Targeting campaigns because they allow Helium 10 Ads to find and add the ASINs of competing products from the Auto campaign and add them to the Product Target campaign.

Each campaign has a separate task:

Once you launch the campaign, the Auto campaign will begin finding search terms and ASINs that lead to shopper interest in your product(s).
Those targets will be added as Broad match keywords in the Research campaign to identify additional combinations of keywords that might lead to clicks and sales.
Those same keywords will also be added as Exact match keywords into the Performance campaign.
As Helium 10 Ads finds and identifies converting ASINs as the campaigns run, it also adds them to the Product Target campaign.
Helium 10 Ads looks through each campaign's search terms and ASINs to find converting targets that will be added to the full campaign set.

When you are satisfied with the conditions of the campaigns, click the Next button.

9. The next step of the Guided strategy is where you add your prepared keywords and negative keywords (optional).

The Research campaign is the first campaign for which you will enter keywords. Helium 10 Ads 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 researched keywords from another file under the second tab by copying and pasting the words (recommended).

Finally, you can add keywords from My List on Helium 10. The My List tab displays all your existing lists, so you can simply click + Add on the list you want to be included in the campaign.

10. You can also add negative keywords, which are words that you have previously tested and know do not convert to sales. Click on the Advanced Negative Keywords link to open the entry field (optional).

11. Click Next to enter keywords into the Performance campaign. In this campaign, the keywords are Exact Match. Enter in keywords that you already know result in sales, based on previous research and campaigns, or keywords that you wish to rank for.

When you have finished adding known converting keywords and non-converting negative keywords, click Next to move on to the Product Targeting fields, where you will enter your competing products' ASINs.

12. On the Product Targeting ASINs window, you can enter your researched ASINs by typing or pasting an ASIN in the Enter Your ASINs box and clicking the + Add button between each entry. When your ASINs are entered, click the Next button.

13. Finally, Helium 10 Ads 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:

Product Group Details
Sponsored Campaign Set Details including campaign type, targeting type, daily budgets, default bids, bid algorithm strategy, and target values
Rules, including match types and the following options:
- Automate: You have the option to turn on Automation. This is off by default as we recommend that you view your Suggestions page to see how the rules are moving your specific targets before turning on Automation.
- Search Term Isolation: This creates negative keywords for any search terms that Helium 10 Ads recommends being added to another campaign as a manual keyword. This strategy is only recommended for high-volume campaigns, and it is recommended to review data first before deciding what search terms to negate.

14. Click the Launch Campaigns button when everything looks how you want.

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Single Campaign

Helium 10 Ads allows you to create single campaigns when you don’t want to create a campaign structure set. This feature was added to assist sellers who just need one or two more campaigns to complete the minimum four-campaign set outlined above.

2. Click on the Single Campaign template button.

3. Inside the Single Campaign Builder, you will have the ability to choose what type of campaign you want to create.

You can create a Sponsored Product, Sponsored Brand, and/or a Sponsored Display ad. To create Sponsored Brand or Sponsored Display ads, you must be Brand registered. Once you have chosen the type of campaign by ensuring the campaign type option is surrounded by a blue square, you will then choose the type of targeting you want to set up.

Helium 10 Ads allows you to configure Manual targeting which allows you to enter your researched keywords or ASINs, or to use Amazon’s Automatic targeting which will target keywords and ASIN’s of products similar/related to the product in your ad. Once you are satisfied with your choices, click the Next button.

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 next step in setting up the campaign is to perform the following:

Name your campaign and Ad group
Choose whether to add the campaign to a portfolio or create a new portfolio for it
Select the Campaign Bidding Strategy best suited for your purposes
- You will have three options:
  - Dynamic Bids - Down Only: Amazon lowers your bids in real time when your ad is less likely to convert a sale.
  - Dynamic Bids - Up and Down: Amazon raises your bids (by a maximum of 100%) in real time when your ad may be more likely to convert to a sale, and lowers your bids when less likely to convert to a sale.
  - Fixed Bids: Amazon uses your exact bid and any manual adjustments you set, and will not change your bids based on the likelihood of a sale.

5. Select your Bid Multiplier.

6. Choose your bid strategy:

Max Impressions: A bid algorithm for products in a launch stage that need to get as many impressions as possible.
Target ACoS: A bid algorithm for products in a performance stage should target an ACoS for scalable advertising. This is the default recommended bid algorithm.
Max Orders: A bid algorithm for products in a liquidate stage should bid for maximum orders to clear out inventory.
Custom: Create a custom rule that adjusts a target's bid based on your set performance criteria.

7. Helium 10 Ads will set a default Target ACoS of 30%. You can change this target to a different amount that is better suited for your advertising goals. Consider adding a Min/Max Bid by checking the box and entering your preferred amounts for min and max bids.

8. Add your products

If your MWS token is connected, the Product Selection tab will load with the products connected to your account. If your MWS token is not connected, you will need to manually enter your product SKUs.

9. Select your Budget & Default Bid

10. Add any Keyword or Product Targeting keywords. Select Next when you're ready to proceed.

Optionally, add any negative keywords

11. Finally, Helium 10 Ads takes you to the Review and Launch overview window, where you can review the campaign you are about to launch. Be sure to check that each component is set up per your preferences:

Campaign Details
Products Selected
Negative Targeting
Campaign Rules
Keyword and Bid Suggestion Automation
- Automatic Keyword Promotion
- Automatic Bid Adjustment
- Negative Keyword Automation

12. When everything looks the way you want it to, click the Launch Campaigns button.

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Create an SP Super Wizard Campaign

2. Click on the SP Super Wizard button.

3. Enter your Product Group name. This name will be used to create standard labeling in all campaigns created through the Helium 10 Ads campaign builder. Product Group names should be easily identifiable for future reference.

4. You will have bid strategy options inside the SP Super Wizard.

Max Impressions: A bid algorithm for products in a launch stage that need to get as many impressions as possible.
Target ACoS: A bid algorithm for products in a performance stage should target an ACoS for scalable advertising. This is the default recommended bid algorithm.
Max Orders: A bid algorithm for products in a liquidate stage should bid for maximum orders to clear out inventory.
Custom: Create a custom rule that adjusts a target's bid based on your set performance criteria.

6. If your MWS is connected, the Product Selection tab will be loaded with the products connected to your account, and you can hit + Add next to the products you want to add to the campaign. If your MWS token is not connected, you must manually enter your product SKUs. Once you have completed all the actions, click Next.

7. This tool streamlines campaign creation and offers three strategic modes—Standard, Advanced, and Custom Scheme—to suit your specific advertising goals.

Standard generates five pre-configured campaigns:
- [YourPrefix]-SP-Auto
- [YourPrefix]-SP-Keyword-Brand
- [YourPrefix]-SP-Keyword-Competitor
- [YourPrefix]-SP-Keyword-Category
- [YourPrefix]-SP-PAT

Advanced creates 11 campaign variations using all match types:
- Auto, Broad, Phrase, and Exact match types across Brand, Competitor, Category, and PAT keywords.

Custom Scheme: Define your own campaign structure and naming convention.
- It supports up to 6 keyword types (default includes brand, competitor, category, and other).
- Drag-and-drop or select elements like:
  - Campaign Type (SP)
  - Targeting Type (Keyword/Product)
  - Match Type
  - Keyword Type
  - Custom Text
  - Brand or ASIN
- You can also:
  - Save naming templates for reuse.
  - Add and configure negative keywords or targets.
  - Modify ad group names dynamically when campaign names change.

8. On the campaign setup page, configure your ad group names, bids, budget, targeting, and negative targeting.

Ad Group Naming Rule Enhancements
- Campaign names now support match type and keyword type variables.
- Easily distinguish campaign structures at a glance.
- Edit names by clicking on them and renaming them to your preference.
- Reset structures using the Restore Default button.

9. Finally, Helium 10 Ads takes you to the Review and Launch overview window, where you can review the campaign you are about to launch. Please make sure to check that each component is set up according to your preferences.

10. When everything looks how you want it to, click the Launch Campaigns button.

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Create an AI Goal Campaign

2. On the campaign creation screen, click the AI Goal button to begin setting up a goal-based campaign powered by AI.

3. Enter a clear and memorable name for your product goal. This will help you identify and manage your campaigns more easily later.

4. Select your Budget Mode.

Strict Control: Assign individual budgets to each product.
- Optional: Enable Advanced Allocation to allow AI to analyze campaign performance and reallocate budget more efficiently once the original allocation is spent.
Shared Budget: Allocate a total budget that is automatically distributed across all selected products by AI.

5. Select products to add to your campaign.

If using Strict Control, enter a separate budget for each product.
You can refer to the Suggested Budget column for guidance.

6. Add keywords using one of the following options:

Suggested: Use AI-generated keyword suggestions.
Add from List: Import from your saved keyword lists.
Enter Keywords: Type in keywords manually.

7. Add Negative Keywords (Optional)
Exclude keywords that you’ve tested and found to perform poorly. This helps prevent wasted ad spend and improves targeting accuracy.

8. Refine with Advanced Targeting (Optional)
To further customize your campaign strategy, you can choose to include or exclude additional advanced targets, such as ASINs or category targets.

9. Review all campaign settings and ensure everything looks correct. Once you're ready, click Launch to activate your AI Goal campaign.

Note: If the SP Auto campaign doesn’t immediately generate keywords or product targets (ASINs), the SP KW and SP PAT campaigns may temporarily show as Incomplete. This is normal and will resolve as the SP Auto campaign gathers sufficient data. Please allow time for the system to optimize.

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