How To

Amazon Sponsored Products Setup

Amazon Sponsored Products allows you to promote your Amazon listings with keyword-targeted ads that appear on the Amazon.com. This is a pay-per-click service and you are billed separately from your marketplace monthly fee and your Amazon selling fees.

Sponsored Products ads appear on Amazon below search results, in the right rail on search results pages, and in an ad placement on product detail pages. Customers can also see Sponsored Products ads on both mobile and tablet browsers. Additionally, your ad will only trigger when your offer has obtained the Buy Box for your listing. This ensures that visibility of the product and a click will lead a buyer back to your offer.

Interested in learning more about the features and benefits of Sponsored Products? See our Strategy and Overview page on the topic.

 

Tasks to Complete


 

Configuring ChannelAdvisor for use with Amazon Sponsored Products

To connect an Amazon Sponsored Products account to ChannelAdvisor, you will need to allow ChannelAdvisor to communicate with Amazon on your behalf.

  1. Go to Marketplaces > Amazon > Settings > Amazon Settings.
  2. In the Amazon Sponsored Products settings, follow the Click to Authenticate link. You will be redirected to an Amazon login page to provide your Seller Central credentials. After completion, you will be returned to ChannelAdvisor.
    • Please Note: You will need to log into Amazon using the primary Seller Central login email and password.
    • Existing campaigns, ad groups, ads, and keywords will automatically be imported upon authenticating with Amazon. If you have a large number of existing items, this may take several minutes to appear upon initial import.

 

Creating a New Amazon Sponsored Products Campaign

  1. Go to Marketplaces > Amazon > Advertising > Sponsored Products.
  2. Click Add New... and select Campaign.
  3. Complete the Campaign page:
    • Settings
      • Campaign Name: provide a reference name for this campaign.
      • Status: select whether the campaign should be activated immediately upon completion or paused for later activation.
    • Budget
      • Average Daily Budget: Specify the default daily ad budget for this campaign.
    • Start & End Date
      • Start Date: Specify the date for the campaign to begin.
      • End Date: Specify the date for the campaign to end, or select Never End to run the campaign indefinitely.
    • Targeting Options
      • Automatic Targeting – have Amazon choose which keywords to bid on.
      • Manual Targeting – Specify your own keywords to bid on.
  4. Save.
    • Save & Exit to return to Sponsored Products Management & Reporting
    • Save & Create Ad Group to proceed to Create/Edit Ad Group
    • Cancel to return to Sponsored Products Management & Reporting without saving

 

Creating a Sponsored Products Ad Group

  1. Go to Marketplaces > Amazon > Advertising > Sponsored Products.
  2. Click Add New... and select Ad Group.
  3. Complete the Ad Group page:
    • Settings
      1. Campaign: This will be automatically completed from the previous page if you are using the Create/Edit Campaign wizard.
      2. Ad Group Name
      3. Status
      4. Default Bid
  4. Save.
    • Save & Exit to return to Sponsored Products Management & Reporting
    • Save & Create Ad Group to proceed to Create/Edit Ads
    • Cancel to return to Sponsored Products Management & Reporting without saving

 

Creating a Sponsored Products Ad

  1. Go to Marketplaces > Amazon > Advertising > Sponsored Products.
  2. Click Add New... and select Ad.
  3. Complete the Ads page:
    1. Settings:
      • Campaign (this will automatically be completed from the previous pages if you are using the Create/Edit Campaign wizard.)
      • Ad Group (this will automatically be completed from the previous pages if you are using the Create/Edit Campaign Wizard.)
    2. Ad Management:
      • Select Automatic or Manual :
      • Automatic:
        • By choosing this option, ChannelAdvisor will automatically manage the ads included in an ad group based upon filter criteria set. As products meet the defined criteria they will automatically be added to the ad group or un-paused. Ads for products that no longer meet the criteria will be paused.
        • Ad Filter Criteria:
          • Build your ad filter which can be up to five lines long. For example:

          • Please note that if you are switching an existing Ad Group from being manually managed to being automatically managed, the ads that were manually added will only be included going forward if they meet the filter criteria you set. If a manually created ad does not meet the filter criteria, it will be paused.
      • Manual:
        • By selecting this option, ads are defined by individual selection within ChannelAdvisor or Amazon Seller Central.
        • Product Selection with Smart Select
          • Selected Products: Click +Add Products to use the Smart Select dialog to select the products you want to create ads for. You can customize the select window to filter and sort your products.
  4. Save.
    • Save & Exit to return to Sponsored Products Management & Reporting
    • Save & Create Ads to proceed to Create/Edit Keywords
    • Cancel to return to Sponsored Products Management & Reporting without saving

 

 

Creating Sponsored Products Keywords

Note: Keyword creation is only for Manual Targeting campaigns.

  1. Go to Marketplaces > Amazon > Advertising > Sponsored Products.
  2. Click Add New... and select Keywords.
  3. Complete the Keywords page:
    1. Settings
      1. Campaign (this will automatically be completed from the previous pages if you are using the Create/Edit Campaign wizard.)
      2. Ad Group (this will automatically be completed from the previous pages if you are using the Create/Edit Campaign Wizard.)
    2. Product Selection
      1. Selected Products:
        1. Click Add Products to use the Smart Select dialog to select the products you want to create ads for. You can customize the select window to filter and sort your products.
    3. Keywords
      • In the Keywords text area, add your keywords one per line in the format keyword** bid . Specify the match type by using quotation marks and brackets.
      • Broad: text
      • Phrase: text phrase
      • Exact: [Text]
         
      For example: to bid $0.25 for the keyword term canon dslr camera using phrase match, you would enter  "canon dslr camera"**.25 .
  • Keywords are not case-sensitive.
  • If no bid is entered, the default bid for the ad group will apply.
  1. Save.
    • Save & Exit to return to Sponsored Products Management & Reporting
    • Save & Create Negative Keywords to proceed to Create/Edit Negative Keywords
    • Cancel to return to Sponsored Products Management & Reporting without saving

 

Creating Sponsored Products Negative Keywords

Negative keywords allow you to exclude terms and phrases from being bid on.

  1. Go to Marketplaces > Amazon > Advertising > Sponsored Products.
  2. Click Add New... and select Negative Keywords.
  3. Complete the Negative Keywords page:
    1. Settings
      1. Campaign Level Negative or Ad Group Level Negative
      2. Campaign (this will automatically be completed from the previous pages if you are using the Create/Edit Campaign Wizard.)
      3. Ad Group (if you've chosen Ad Group Level Negative)
    2. Negative Keywords
      1. In the Negative Keywords text area, add your negative keywords one per line. Specify the match type by using quotation marks and brackets (Broad Match Negatives are not supported by Amazon):
      • Phrase: "Text Phrase"
      • Exact: [Text]
      Negative keywords allow you to save ad spend by excluding low-performing or irrelevant keywords from being bid on automatically. Negative keywords are not case-sensitive.
  1. Save.
    • Save & Exit to return to Sponsored Products Management & Reporting
    • Cancel to return to Sponsored Products Management & Reporting without saving

 

Next Step: Optimizing Campaigns and Monitoring Performance


Visit Managing Your Sponsored Product Advertising for details on how to view and optimize campaign performance.

 

Amazon Sponsored Products allows you to promote your Amazon listings with keyword-targeted ads that appear on the Amazon.com. This is a pay-per-click service and you are billed separately from your marketplace monthly fee and your Amazon selling fees.

Sponsored Products ads appear on Amazon below search results, in the right rail on search results pages, and in an ad placement on product detail pages. Customers can also see Sponsored Products ads on both mobile and tablet browsers. Additionally, your ad will only trigger when your offer has obtained the Buy Box for your listing. This ensures that visibility of the product and a click will lead a buyer back to your offer.

Interested in learning more about the features and benefits of Sponsored Products? See our Strategy and Overview page on the topic.

 

Tasks to Complete


 

Configuring ChannelAdvisor for use with Amazon Sponsored Products

To connect an Amazon Sponsored Products account to ChannelAdvisor, you will need to allow ChannelAdvisor to communicate with Amazon on your behalf.

  1. Go to Marketplaces > Amazon > Settings > Amazon Settings.
  2. In the Amazon Sponsored Products settings, follow the Click to Authenticate link. You will be redirected to an Amazon login page to provide your Seller Central credentials. After completion, you will be returned to ChannelAdvisor.
    • Please Note: You will need to log into Amazon using the primary Seller Central login email and password.
    • Existing campaigns, ad groups, ads, and keywords will automatically be imported upon authenticating with Amazon. If you have a large number of existing items, this may take several minutes to appear upon initial import.

 

Creating a New Amazon Sponsored Products Campaign

  1. Go to Marketplaces > Amazon > Advertising > Sponsored Products.
  2. Click Add New... and select Campaign.
  3. Complete the Campaign page:
    • Settings
      • Campaign Name: provide a reference name for this campaign.
      • Status: select whether the campaign should be activated immediately upon completion or paused for later activation.
    • Budget
      • Average Daily Budget: Specify the default daily ad budget for this campaign.
    • Start & End Date
      • Start Date: Specify the date for the campaign to begin.
      • End Date: Specify the date for the campaign to end, or select Never End to run the campaign indefinitely.
    • Targeting Options
      • Automatic Targeting – have Amazon choose which keywords to bid on.
      • Manual Targeting – Specify your own keywords to bid on.
  4. Save.
    • Save & Exit to return to Sponsored Products Management & Reporting
    • Save & Create Ad Group to proceed to Create/Edit Ad Group
    • Cancel to return to Sponsored Products Management & Reporting without saving

 

Creating a Sponsored Products Ad Group

  1. Go to Marketplaces > Amazon > Advertising > Sponsored Products.
  2. Click Add New... and select Ad Group.
  3. Complete the Ad Group page:
    • Settings
      1. Campaign: This will be automatically completed from the previous page if you are using the Create/Edit Campaign wizard.
      2. Ad Group Name
      3. Status
      4. Default Bid
  4. Save.
    • Save & Exit to return to Sponsored Products Management & Reporting
    • Save & Create Ad Group to proceed to Create/Edit Ads
    • Cancel to return to Sponsored Products Management & Reporting without saving

 

Creating a Sponsored Products Ad

  1. Go to Marketplaces > Amazon > Advertising > Sponsored Products.
  2. Click Add New... and select Ad.
  3. Complete the Ads page:
    1. Settings:
      • Campaign (this will automatically be completed from the previous pages if you are using the Create/Edit Campaign wizard.)
      • Ad Group (this will automatically be completed from the previous pages if you are using the Create/Edit Campaign Wizard.)
    2. Ad Management:
      • Select Automatic or Manual :
      • Automatic:
        • By choosing this option, ChannelAdvisor will automatically manage the ads included in an ad group based upon filter criteria set. As products meet the defined criteria they will automatically be added to the ad group or un-paused. Ads for products that no longer meet the criteria will be paused.
        • Ad Filter Criteria:
          • Build your ad filter which can be up to five lines long. For example:

          • Please note that if you are switching an existing Ad Group from being manually managed to being automatically managed, the ads that were manually added will only be included going forward if they meet the filter criteria you set. If a manually created ad does not meet the filter criteria, it will be paused.
      • Manual:
        • By selecting this option, ads are defined by individual selection within ChannelAdvisor or Amazon Seller Central.
        • Product Selection with Smart Select
          • Selected Products: Click +Add Products to use the Smart Select dialog to select the products you want to create ads for. You can customize the select window to filter and sort your products.
  4. Save.
    • Save & Exit to return to Sponsored Products Management & Reporting
    • Save & Create Ads to proceed to Create/Edit Keywords
    • Cancel to return to Sponsored Products Management & Reporting without saving

 

 

Creating Sponsored Products Keywords

Note: Keyword creation is only for Manual Targeting campaigns.

  1. Go to Marketplaces > Amazon > Advertising > Sponsored Products.
  2. Click Add New... and select Keywords.
  3. Complete the Keywords page:
    1. Settings
      1. Campaign (this will automatically be completed from the previous pages if you are using the Create/Edit Campaign wizard.)
      2. Ad Group (this will automatically be completed from the previous pages if you are using the Create/Edit Campaign Wizard.)
    2. Product Selection
      1. Selected Products:
        1. Click Add Products to use the Smart Select dialog to select the products you want to create ads for. You can customize the select window to filter and sort your products.
    3. Keywords
      • In the Keywords text area, add your keywords one per line in the format keyword** bid . Specify the match type by using quotation marks and brackets.
      • Broad: text
      • Phrase: text phrase
      • Exact: [Text]
         
      For example: to bid $0.25 for the keyword term canon dslr camera using phrase match, you would enter  "canon dslr camera"**.25 .
  • Keywords are not case-sensitive.
  • If no bid is entered, the default bid for the ad group will apply.
  1. Save.
    • Save & Exit to return to Sponsored Products Management & Reporting
    • Save & Create Negative Keywords to proceed to Create/Edit Negative Keywords
    • Cancel to return to Sponsored Products Management & Reporting without saving

 

Creating Sponsored Products Negative Keywords

Negative keywords allow you to exclude terms and phrases from being bid on.

  1. Go to Marketplaces > Amazon > Advertising > Sponsored Products.
  2. Click Add New... and select Negative Keywords.
  3. Complete the Negative Keywords page:
    1. Settings
      1. Campaign Level Negative or Ad Group Level Negative
      2. Campaign (this will automatically be completed from the previous pages if you are using the Create/Edit Campaign Wizard.)
      3. Ad Group (if you've chosen Ad Group Level Negative)
    2. Negative Keywords
      1. In the Negative Keywords text area, add your negative keywords one per line. Specify the match type by using quotation marks and brackets (Broad Match Negatives are not supported by Amazon):
      • Phrase: "Text Phrase"
      • Exact: [Text]
      Negative keywords allow you to save ad spend by excluding low-performing or irrelevant keywords from being bid on automatically. Negative keywords are not case-sensitive.
  1. Save.
    • Save & Exit to return to Sponsored Products Management & Reporting
    • Cancel to return to Sponsored Products Management & Reporting without saving

 

Next Step: Optimizing Campaigns and Monitoring Performance


Visit Managing Your Sponsored Product Advertising for details on how to view and optimize campaign performance.

 

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