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Module 11
Amazon Sponsored Products

11.4 How to Set Up Your Amazon Sponsored Products Campaign

So now that you now the best strategy for making a profit with Amazon Sponsored Products, how do you set up a campaign?

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.

To create a Sponsored Products campaign, hover over 'Advertising' and click on 'Campaign Manager'. - From Zero To Liftoff Amazon FBA course
2. Then hit the yellow Create Campaign button to get started.
To create your Sponsored Products campaign, click on the 'Create campaign' button. - From Zero To Liftoff Amazon FBA course
3. You are now in the Campaign Settings tab. Your main options are:

  • Campaign Name
  • Daily Budget
  • Start Date
  • End Date
  • Targeting Type
This is what the 'Campaign Settings' window looks like. - From Zero To Liftoff Amazon FBA course
4. Campaign Name

  • 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
When setting up a Sponsored Products campaign, choose a specific campaign name. - From Zero To Liftoff Amazon FBA course
5. Daily Budget

  • 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.
Choose a daily budget that you feel comfortable with for your Sponsored Products campaign. - From Zero To Liftoff Amazon FBA course
6. Start Date & End Date

  • Select the appropriate timeframe for the campaign. For your first automatic campaign, we recommend at least 2 weeks.
Select the Start date and End date of your Sponsored Products campaign. - From Zero To Liftoff Amazon FBA course
7. Targeting Type:

  • Select a targeting type. Automatic for the first campaign, or Manual targeting when you know your best-converting keywords.
You can choose 2 targeting types when setting up a Sponsored Products campaign: Automatic or Manual. - From Zero To Liftoff Amazon FBA course
8. Click Continue to Next Step once you’ve entered the above info.
Click on 'Continue to next step' to continue setting up your Sponsored Products campaign. - From Zero To Liftoff Amazon FBA course
9. You are now in the Create Ad Group tab. Your main options are:

  • Ad Group Name
  • Default Bid
  • Choose Products To Advertise
This is what the ' Create Ad Group' tab looks like. - From Zero To Liftoff Amazon FBA course
10. Ad Group Name:

  • 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.
When setting up your Sponsored Products campaign, choose a specific Ad group name. - From Zero To Liftoff Amazon FBA course
11. Default Bid:

  • As we mentioned earlier you can use the standard default bid of $2 or go up to $5. Do what you’re comfortable with.
Fill in a Sponsored Products default bid that you are comfortable with. - From Zero To Liftoff Amazon FBA course
12. Select Products to Advertise:

  • 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.
Select the product you want to create a Sponsored Products promotion for. - From Zero To Liftoff Amazon FBA course
13. If you’re running an automatic targeted campaign there is nothing else to select. Click on Save and Finish
Click on the 'Save and finish' button. - From Zero To Liftoff Amazon FBA course
14. If at Step 7 you selected Manual Targeting, there a few additional steps to take.
Select manual targeting if you want to be in control of the keywords used for your Sponsored Products campaign. - From Zero To Liftoff Amazon FBA course
15. After you’ve selected your product in the Create Ad Group tab, you’ll notice the following additional fields to fill in: 

  • Suggested Keywords
  • Provide Your Own Keywords
When selecting keywords for your Sponsored Products campaign, you have 2 options: Amazon's suggested keywords, or providing your own. - From Zero To Liftoff Amazon FBA course
16. Suggested 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.
Amazon will suggest certain keywords. Be picky: make sure the keywords you choose perfectly fit your product offer or else ignore them. - From Zero To Liftoff Amazon FBA course
17. Provide Your Own Keywords:

  • 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.
In the 'Provide your own keywords' tab, you can enter your own preferred keywords. - From Zero To Liftoff Amazon FBA course
  • To the right, you can set the match type, which we discussed earlier in this module: broad, phrase or exact match.
In this dropdown menu, select the match type: broad, phrase or exact. - From Zero To Liftoff Amazon FBA course
18. Now to finalize the setup, just click Save and Finish

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.