Sponsored Products set-up

Sponsored Products ads are highlight visible and contextually relevant. They promote individual listings to shoppers as they’re browsing and discovering items to buy on Amazon. Ads appear in shopping results and on product detail pages, and you pay only when your ad is clicked.

1. Prepare your product title, description, and detail page

When shoppers click your ad, they see your product detail page. If you haven’t optimized your products for advertising, check out our Welcome to sponsored ads Quick Guide. Step 4 covers how to prepare your product detail pages for successful campaigns.

If you’re products are ready to go, keep reading.

2. Navigate to campaign creation

Sign into your account > Go to Campaign Manager > Click “Create a new campaign” > Select Sponsored Products

3. Add products to your campaign

Add three or more products to advertise in this campaign. Search by product name or ASIN (only eligible products will appear) or enter/upload a list from excel. The products you choose determine how you structure the rest of your campaign and ultimately, how much return you can receive from your investment in ads.

Tip: Sort by suggested products to select products that have the highest chance of being clicked (based on machine-learning models- available to Sellers and Vendors).

4. Choose your targeting strategy

Option 1- Automatic targeting

Automatic targeting is the easiest and quickest way to get started- and it is selected by default in the campaign builder. Your ad is automatically matched with keywords and products that are similar to the product you’re advertising. It’s based on previous shopping queries and your product information.

If you’re new to Sponsored Products, this targeting option can help you easily and quickly launch a new campaign. If you’re a seasoned advertiser, it can help you understand search trends and serve as a source of keyword discovery for your manual campaigns.

Select a bid type

If you use automatic targeting, you have two options for how to set corresponding bids for keywords and products. A bid is the maximum amount that you’re willing to pay for a shopper to click your ad. You can set a default bid that will apply to all clicks, or set bids by targeting group.

Option 2- Manual targeting

If you’ve already created a Sponsored Products campaign, we recommend trying out manual targeting. After your automatic campaign runs for a few weeks, your campaign starts to gain insights that give you an idea of which shopping queries are converting or not converting. You can use these insights to fine tune your targeting choices in a manual campaign.

Tip: Increase your bids on keywords or products that have the highest conversion rate, and lower or remove bids on those with low conversions.

There are two types of manual targeting- Keyword and Product.

If you’re ready to get started, watch the video below for an example of how you can make your targeting more precise with manual targeting, and how to set it up in the campaign builder.

Video: When to move from automatic to manual targeting

5. Add negative targeting (or skip for now)

If this is your first campaign, we recommend skipping negative targeting. If you’re campaign has been running for two weeks or more, you can add negative keywords or products to prevent your ads from appearing on specific shopping results or detail pages that don’t meet your goals.

To select good negative keywords:

• Consider the shopping queries that you don’t want your ad to appear against. For example, keywords that are too generic.
• Review the search term report and look for low-performing keywords. For example, keywords that have generated impressions but no sales, or keywords with high ACOS and low conversion.

Video: How to add negative keywords to your campaign

6. Choose your campaign bidding strategy

Every time your Sponsored Products ad is eligible to appear, we predict the likelihood of a click converting to a sale. Dynamic bidding is a campaign optimization setting designed to help improve your campaign performance automatically- you have three choices.

7. Give your campaign a name

Choosing a straightforward name will help you find your campaign later to review it’s performance. The name is not visible to customers.

8. Choose your duration (campaign start and end date)

Choose the date that you want your campaign to start running. You can set your campaign to start today, or select a date in the future

Select "No end date" to keep your campaign running. This helps customers discover your brand all year round on Amazon, unless you’re running seasonal campaigns. Alternatively, you can select a specific end date. It can take 7 to 14 days for the sale of your products to be attributed to an ad click. Because of this, it’s important to let the campaign run for a few weeks to see the results.

Video: How to create a no end date campaign

Available multi-language captions are best viewed in the Google Chrome browser.

9. Set your daily budget

Consider how much you’re willing to spend on this campaign each day, and how your daily budget and bids work together. The daily budget is the amount that you’re willing to spend on your campaign each day. Once a campaign is out of budget for the day, your ads won’t be eligible to run until midnight when the budget resets. At the end of the month, you won't spend more than the daily budget you’ve set, multiplied by the number of days in that month

Many advertisers start with a daily budget of $30. This is a good range for testing and improving the performance of your campaign as you get started, while controlling how much you spend

10. Launch campaign

11. Check in on performance and adjust

You put energy into building your ads, and you want to know that they’re driving the right results for you. Monitor metrics to determine how your campaign is performing and what adjustments are needed.

To start, we recommend focusing on: