To create your first campaign, go to the Advertising tab in Seller Central or in the advertising console. Also check out the New Advertiser Success Guide for step-by-step guidance.
Set a daily budget that’s high enough to keep your ads showing. If your budget runs out in the middle of the day, shoppers won’t see your ad until your budget resets at midnight.
We recommend a minimum daily budget of:
How does my daily budget work?
A daily budget is the amount you’re willing to spend per day over a calendar month. Ad spend on any given day may exceed your daily budget but, at the end of the month, the average daily spend will not exceed your daily budget. For example, if you set your daily budget to $100, you may receive up to $3,100 worth of clicks in that calendar month (assuming a full 31-day month).
Steps for success with Sponsored Products
Take an always-on approach with your campaigns by setting no end date. This will help shoppers discover your products any time they browse on Amazon, helping you drive demand for your items year-round. Amazon will automatically update the search terms used for your automatic targeting campaigns, so you’ll be able to track changes throughout the year.
Choose automatic targeting to let Amazon do the work of matching your ads to shopping queries and products. These matches are based on your product information and regularly update with changing trends.
We suggest being prepared to bid competitively. We recommend setting the maximum bid you’re willing to pay. You can also refer to suggested bids for help.
After two weeks, check your search term report in advertising reports (Seller Central | Advertising console) to see which search terms are resulting in ad clicks and sales. Use this information to create a Sponsored Products campaign with manual targeting, where you choose your own keywords or products and set individual bids for them. For a keyword-targeted manual campaign, use the top-performing keywords from your automatic campaign. For a product-targeted manual campaign, target products that are relevant to your advertised item.
Continue to run your automatic campaign to stay on top of shopping trends and understand how shoppers are finding and buying your products.
Make your manual targeting campaign evergreen, just like your automatic targeting campaign to ensure you don’t miss any advertising opportunities. Remember that you’ll never spend more on a campaign than its daily budget, so it’s easy to account for spend.
Continue to monitor your search term report to generate more keywords for your manual targeting campaign. Aim to reach at least 30 keywords within your first few months. If you need more help finding potential ones to try, refer to our suggested keywords.
This is also a good time to familiarize yourself with keyword match types: broad, phrase, exact, and negative. Together, they’ll help you reach relevant customers and drive more sales.
- Broad match: This offers the widest traffic exposure. Your ad may appear when a shopper uses your keyword in any order, including close variations.
- Phrase match: Your ad may appear when a shopping query is either your exact phrase or sequence of words in your keyword. While this is more restrictive than broad match, it can drive more relevant traffic to your ads.
- Exact match: In order for your ad to show, a shopper’s search term must match your keyword exactly. This is the most restrictive match type, but can help generate the most relevant traffic.
- Negative phrase and exact match: Applying a negative match type to keywords in your campaigns prevents your ads from showing when customers browse with those terms. This helps you maximize relevant clicks and minimize those that aren’t.
We recommend starting with broad match and then reviewing your campaign performance reports to see which specific terms are performing best. Add phrase match or exact match to target those terms more precisely, helping to reach highly relevant shoppers as they look for products.
The more campaigns you run, the more opportunity you have to learn what helps you drive the most sales. We recommend launching at least 5 Sponsored Products campaigns within your first few weeks of advertising. From these campaigns, you can identify top-performing products and keywords so you know where to focus your resources.
More about reports:
Your advertising reports provide a great way for you to understand your performance. Here’s a look at the reports available for Sponsored Products:
Search term report: This provides visibility into the actual search terms entered by customers shopping on Amazon that resulted in at least one click on your ad. As mentioned, you can use this report to identify top-converting search terms.
Targeting report: This report offers insight into sales metrics for keywords and products in all campaigns that have received at least one impression. You can use this report to see how well your targeting is performing, so you’ll have a sense of when to adjust your bids and whether to expand your keyword or product targets.
Advertised product report: This gives you information on sales and performance metrics for advertised ASINs in all campaigns. You can use this report to see how your advertised products are performing over time, which will help you determine strategy changes for future campaigns. For example, if you find that an advertised ASIN receives a high number of clicks but not sales, this might prompt you to take a close look at that ASIN’s product detail page to make sure it’s accurate and engaging for customers.
Placement report: This report provides insight into the performance of your campaigns on search placements.
Performance over time report: This summarizes clicks and spend over a specific period. You can use this report to see average cost-per-click, plus your total spend change over time.
Campaign report: Use the campaign report to get better insights into the overall performance of your campaign.
Optimize your campaigns regularly. Here are some recommendations: Add negative keywords to your campaigns to help prevent your ad from displaying when shoppers browse with those terms. This helps minimize irrelevant clicks. Increase your bids on shopping terms that perform well for you and help you meet business goals. Take advantage of our dynamic bidding feature. With this, Amazon will adjust your bid in real time (by a maximum of 100%) when it’s more or less likely to lead to a sale. Create a campaign with product targeting to target specific products, categories, brands, or other product features that are similar to the product in your ad. This can help shoppers discover your product when browsing detail pages and categories or shopping for products on Amazon.
Consider raising your bids and budgets in the weeks leading up to and during major shopping periods. This action can help you reach new customers and engage more shoppers interested in buying your products during the busiest shopping seasons on Amazon.
We recommend that new advertisers start with Sponsored Products, but the strongest advertising strategy includes a mix of ad types. Our advertising solutions help you reach and engage shoppers at every stage of their journey—from awareness to purchase and beyond. Take advantage of them all to help maximize your performance.
Help drive sales with Sponsored Products, by promoting your product to shoppers looking for products like yours.
Help increase discovery, and engagement with your brand and products with Sponsored Brands.
Create a unique, immersive shopping experience with Stores, inspiring customer loyalty.
Reach the most relevant shoppers for your business, both on and off Amazon, and help increase awareness, consideration, and sales with Sponsored Display.
If you’re a seller enrolled in Amazon Brand Registry, or are a vendor, use up to 3 of your top-performing products to create a Sponsored Brands campaign (Seller Central│Advertising console).
If you’re not sure which keywords to target, start by using Amazon’s suggested keywords, available during the campaign creation process. We recommend starting out with a mix of exact, phrase, and broad match.
Make your ad headline engaging and action-oriented. Call out whether your products are new or exclusive, and be sure to express what makes them unique.
Upload your brand logo as the main image in the ad. Also make sure to include different images for the 3 ASINs in the ad.
Steps for success with Sponsored Brands
All Sponsored Brands campaigns undergo moderation. Once you finish creating your campaign, it will undergo review, and you’ll be notified within 3 business days if it’s approved. If your ad has been rejected, we’ll notify you via email to explain why it wasn’t approved. Common moderation issues to avoid:
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Headline mismatch with products in the ad or keywords being targeted.
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Unsupported claims such as “best” or “top-selling.”
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Incorrect punctuation, spelling, or capitalization.
Use the suggested bids and bid range to set competitive keyword bids. Suggested bids and bid range provides insights into the auction landscape based on historical winning bids helping you to understand bids for similar ads.
See how you’re engaging new customers with your brand. Refer to your ‘new-to-brand’ metrics to measure attributed orders and sales of your products from first-time customers of your brand on Amazon over the past 12 months. You can also identify keywords that have the highest percentage of new-to-brand orders.
