The following tutorial demonstrates how to create a PPC campaign in ADS. Before you begin, you'll need to have a few pieces of information ready:
- Initial campaign keywords - if you need to find relevant keywords, Helium 10's keyword research tool Magnet helps you cultivate an excellent list. Learn how to research keywords in How to Use Magnet to Find Keywords for Your Product Listings: The Basics. You can also watch the beginning Magnet PRO Training Video.
- The product SKUs (Sellers) or ASINs (Vendors) for which your are creating the campaign - As a Seller, these SKUs will need to match the SKUs you have on Amazon. If you have your MWS token connected to your Helium 10 account, you can access your SKUs from the Product section of ADS.
To create campaigns in ADS, you must have your Amazon PPC Token connected to your Helium 10 Account. If you still need to connect your accounts, you can follow the instructions in the article How Do I Connect My Helium 10 Account to My Professional Amazon Seller Account?
This tutorial includes both the PRO Training video on creating campaigns in ADS and the written instructions.
PRO Training Video: ADS Campaign Creation
Tutorial: Creating a PPC Campaign in ADS
I. Setting Up a Sponsored Products Campaign
1. To begin, go to the Ad Manager section of ADS. Click on the blue + Add Campaign text in the top right corner of the Ad Manager window.
2. A blank form opens into which you can enter the information about the campaign you want to set up. The form is made up of two types of areas--one where you enter information, and one where you preview it.
3. The form defaults to create a Sponsored Products Campaign, made up of an Auto, Research and Proven Campaign. (If you have a registered Brand on Amazon, you can also choose to create a Sponsored Brand Campaign in ADS). Setting up three Campaign levels at once allows ADS to map converting search terms to recommend as keywords from the Auto to Research campaigns, and keywords from the Research to Proven campaigns, so that you can maximize their effectiveness.
4. In this section of the tutorial, we're going through the process of setting up a Sponsored Products Campaign. Paste your copied SKUs (Sellers) or ASINs (Vendors) into the third row box that says Enter one SKU per line. You can set up a campaign for more than one SKU, for example, if you have multiple versions or colors of one product, but in this tutorial, we'll just use one.
5. Next, give your campaign a name. Type the name in the open field on the top left side of the window. The title in the Preview on the right should change to match it.
6. If you want to make your campaign easier to search at a later time, you can use the Advanced Naming Options. Here, we'll add the SKU to each of the three campaigns to make them easier to find in a search.
7. One you've named your Campaigns, you'll move to the next section of the form, where you enter the initial Keywords for the Campaign. In addition to entering Keywords, you'll have the choice of making the match type either Broad (recommended) or Phrase for the Research Campaign. Choosing Broad will return the greatest number of possible Keywords for testing and refining.
The Research Campaign Keywords field is where you add new keywords that you want to test or research. The Proven Campaign Keywords field is for keywords that you already know will work.
8. As you enter keywords into the Research Campaign Keywords field, the number will appear in the Preview section. Remember to place each keyword on a separate line.
9. If this is a new campaign for a product you haven't run PPC on, you might not have any Proven Campaign Keywords yet. Helium 10 still suggests that you add at least one relevant keyword, like your product Brand name, which will allow ADS to find relevant search terms to suggest as keywords.
10. The next step in the creation of a new Campaign is to choose starting Daily Budgets, ACoS Targets and Default Bids. In the bottom left corner of the form, ADS defaults to a $10 Daily Budget for each Campaign, a 30% ACoS and a $1.00 Bid.
You can change any of these numbers. If you want to run an aggressive campaign, you can increase any or all of the numbers. The more aggressive the campaign, especially in the Auto Campaign, the more Keyword Suggestions ADS will be able to identify and send you. It will also be more expensive.
If you want to run a more conservative campaign, though, you can lower the numbers. Less aggressive campaigns will result in the fewer Keyword Suggestions, and will possibly require a longer period of research before you find the most effective PPC keywords.
11. If you know of any Negative Keywords, you can add them into the last field on the left side of the form. Amazon will not link any search terms to the keywords included here. If you do not have any Negative Keywords yet, just leave this field blank.
12. To control to which Campaign the Negative Keywords apply, use the toggle buttons on the right of the Negative Keywords field to activate them for one or both types of Campaigns.
Everything is now in place for the campaign, except for the Rules for Suggestions. The next step is to set your Rules for how you want ADS to determine new Keyword Suggestions that appear on your Suggestions window.
13. The Rules you create in this form tell ADS the conditions under which you want a Keyword to be recommended from an Auto Campaign into a manual Research Campaign, of from a Research Campaign to a Proven Campaign, or whether a keyword should be moved to the Negative Keyword list because it is not converting.
Let's look at the options for setting the Rules.
14. Under the Rules section of the Campaign Setup form, you'll need to determine and input:
- Threshold number of sales - how many sales/conversions will be required before ADS recommends a Search Term becomes a Keyword to target
- Search Term Isolation (optional): whether or not ADS isolates keywords by making the search terms Negative in the source campaign after adding them as a Keyword to a new campaign
- Threshold Clicks - how many times a search term click without sales will be required before ADS recommends a Keyword be moved into the Negative Keyword list
- Threshold Cost - How much to spend on a search term without sales before ADS recommends it becomes a Negative Keyword
Basically, the first Rule tells ADS when to suggest a Search Term becomes a Keyword. The other conditions tell ADS when to suggest a Keyword or Search Term becomes a Negative Keyword.
15. In the first box, ADS set the default for the number of sales at two before moving a Search Term into the manual Research Campaign and manual Proven Campaign. But you can set the number to one or higher. Use the up-and-down arrows on the right side of the field to change the number.
16. The second box includes a drop-down menu which allows you to select Negative Exact or Negative Phrase if you would like to do Search Term Isolation. The default is set to None.
17. ADS recommends a Search Term, be converted to a Negative Keyword when multiple clicks do not result in sales. The Threshold clicks box lets you set the number of clicks you want to allow before ADS makes the recommendation to change the Search Term into a Negative Keyword. Use the arrows on the right side of the field to move the number up or down.
18. The final Rule option is the Threshold cost limit. This Rule allows you to set a limit on how much money is spent on clicks for the Search Term with no sales before ADS makes a recommendation to move it to the Negative Keywords list. Use the up-and-down arrows to change the dollar amount.
This Rule works as an either-or option along with the Threshold clicks Rule. If you have set limits in both Threshold clicks and Threshold cost, ADS will make a recommendation if either condition is met.
19. As with the naming of the Campaigns, the setting of the Rules is verified in the Preview section. The two tabs, New Keyword Rules and Negative Keyword Rules, allow you to see which campaigns have rules assigned to them. Click on the tab heading to switch between the two types of rules.
When you have completed the form and set the parameters of the Rules, you are ready to click the final Create Campaigns button. Clicking the blue Create Campaign button at the bottom of the window will activate the campaign. You will start to see Keyword Suggestions after 10 days. This number of days is needed to collect sufficient data for analysis. For more information about how ADS works regarding time frames, see the article, What Time Frame Determines the Keyword Bid Suggestions?
II. Setting Up Sponsored Brands Campaigns
If you have a registered brand with Amazon, you can set up Sponsored Brand Campaign in ADS. These are the banner or headline ads that run at the top of an Amazon search results page and often feature several products by one company.
20. Go to the Ad Manager window in ADS and click on the + Add Campaign text in the top left corner. This will prompt the Campaign Setup form to open in a new window.
21. In the Campaign Setup form, click on the Sponsored Brands tab in the top left corner.
22. In the first field, type in the name you want to assign to your Campaign.
23. You can also use the Advanced Naming Options field to subtitle your Campaign. One suggestion is to name it the type of Campaign you're creating for easy reference later.
24. To assign your Campaign to a specific Brand, use the drop-down menu in the Brand section of the form. Your Brand on Amazon image will be loaded into the image box and more options will appear.
25. Type in your desired Brand Copy and Headline Copy, and enter the ASINs into the empty fields adjacent to your Brand image. The Brand Copy is limited to 30 characters and the Headline copy to 50 characters on Amazon. You are also only allowed to include three products.
26. Type the keywords into the Campaign Keywords field, one phrase per line.
27. Next, you'll decide between Broad or Phrase matches for your keywords. Helium 10 recommends Broad because it will result in more Keyword Suggestions for your Campaign.
28. If you have a Brand Store established on Amazon, you will be able to choose between directing traffic to your Brand store, or to a product listing page with selected ASINs.
If you choose Selected ASINs you must include the three ASINs used above, as well as any others you choose to display on the product listing page.
29. If you have multiple pages in your Brand Store, you can choose one of them. ADS defaults to your home page.
30. ADS sets your default Daily Budget at $10, and your Bid at $1, with a targeted ACoS of 30%, but you can adjust these numbers depending on whether you want to run an aggressive or more conservative Campaign.
31. At the bottom of the first column in the Campaign Setup, you can enter any keywords that you know will not convert clicks to sales.
32. On the right side of the Campaign Setup form, you'll see a Campaigns Preview area where you can review the details you've selected including the title, subtitle, number of products and keywords, and the Bid, Daily Budget and ACoS Target percentage.
Under the Preview area, you will see the same Rules option boxes as are available for Sponsored Product campaigns. With Sponsored Brand Campaigns, you can also determine how many sales are required for a Search Term before ADS makes it a Suggested Keyword. You can still set a limit on how many clicks or ad spend must happen before ADS makes a Negative Keyword Suggestion. Because the Sponsored Brand campaign does not have other campaigns to which to move or add keywords, Search Term Isolation is not applicable here.
33. When you are satisfied with your entries, click the blue Create Campaign button at the bottom of the form. Sponsored Brand campaigns can take up to 72 hours to be approved by Amazon. Make sure to check Seller Central for the status.
Ten days after approval, New Keyword and Negative Keyword suggestions will populate on the Suggestions page in ADS for this campaign.