How to Set Up Your First Campaign
1. Open your Seller Central account. Go to the Advertising tab, and click on the Campaign Manager option in the drop-down menu.
- Campaign Name
- Daily Budget
- Start Date
- End Date
- Targeting Type
- Be specific with campaign names
- If you are serious about optimizing your campaign, you will end up with numerous names for a lot of different campaigns.
- If you are careful and specific with campaign names from the start, you will save a lot of time and confusion later.
- An example of a specific campaign name is Tea Pitcher Automatic
- Better safe than sorry with your daily budget
- We always simply put $50, but you can put any amount you see fit.
- We’ve come to realize that it is almost impossible to spend that much when starting out, but your chances of getting traffic and sales are much higher if you set a high daily budget.
- Select the appropriate timeframe for the campaign. For your first automatic campaign, we recommend at least 2 weeks.
- Select a targeting type. Automatic for the first campaign, or Manual targeting when you know your best-converting keywords.
- Ad Group Name
- Default Bid
- Choose Products To Advertise
- We’re going to build the ad that Amazon is going to show for your product. You need to start by naming your Ad Group. PPC nerds are always very specific and particular about naming their campaigns, and you should also pick a descriptive name and stick with it. You will want it to be scaleable such as Launch Tea Pitcher KW discovery.
- As we mentioned earlier you can use the standard default bid of $2 or go up to $5. Do what you’re comfortable with.
- In this instance, it’s just going to be one product. However, more advanced methods allow different promotion strategies. We won’t need to know this yet.
- Suggested Keywords
- Provide Your Own Keywords
- When you’re creating a manual targeting campaign, you’ll need to add your keywords.
- In the Suggested Keywords tab, Amazon will suggest keywords. But don’t just blindly trust these. These are there to make Amazon money, not necessarily you. So be picky: make sure the keywords you choose perfectly fit your product offer or else ignore them.
- You can add your own keywords by clicking on Provide Your Own Keywords. This is where you fill in the highly converting keywords that learned about during your automatic campaign.
- To the right, you can set the match type, which we discussed earlier in this module: broad, phrase or exact match.
Your conversions on products often start low, then pick up over time. When that happens, Amazon will naturally start to lower your CPC because you’ve selected a quality product that is solving an outstanding problem in the marketplace.
That’s the basics of how you set up your Amazon Sponsored Products campaign in Seller Central.
Time To Take Action!
This Module contained a lot of information on how to use Amazon Sponsored Products to gain a competitive edge and increase your Amazon sales. It’s time now to use that knowledge and take action! Next up are the action steps you should take to successfully use paid traffic on Amazon.