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How to create PPC campaigns in a bulk
What are Amazon PPC bulk uploads?
Amazon PPC bulk uploads allow advertisers to create, update, and optimize multiple campaigns at scale. By using this process, you can save time, increase efficiency, and minimize potential errors. Bulk uploads are done using bulk sheets, which are spreadsheets formatted according to Amazon PPC’s data hierarchy.
To access Amazon PPC bulk uploads, go to your Amazon Advertising Console and select Bulk Operations from the sidebar. On the Bulk Operations screen, you'll see options for creating, downloading, and uploading bulk sheets.
How to create a bulk sheet for your campaigns
At the top of the Bulk Operations page, there is an option to download a bulk sheet based on your existing campaigns. Select the date range and other options (default options are recommended in most cases).
To update your campaigns, use the function labeled Upload your file to update your campaign. Upload the updated bulk sheet, and your changes will be reflected in the system.
Why is bulk uploading important?
Bulk uploads are a crucial tool for Amazon PPC power users because they offer flexibility and scalability. For instance, if you want to adjust bids across six different campaigns, doing so manually in the Amazon console would require entering and exiting each campaign, which can be tedious.
With bulk uploads, you can filter keywords and campaigns in the bulk sheet and simply update the Max Bid column for each campaign. This approach allows for faster, more efficient changes.
Sponsored Products bulk files
Bulk sheets for Sponsored Products can be used to manage two campaign types:
Automatic campaigns
Manual campaigns
The structure of the bulk sheet will differ depending on the campaign type. Always follow the entity hierarchy and ensure all required fields are included.
Example: If you want to add a keyword to a campaign, you must provide:
Campaign name
Ad group name
Keyword details
Even if some fields are blank, all the necessary hierarchy levels must be included for the bulk sheet to be valid.
Creating bulk uploads via the Amazon Advertising Console
If you want to update existing campaigns down to the targeting level, a more straightforward method is using Amazon's bulk upload template. Here’s how:
Download existing campaigns: Go to the Create & download a custom spreadsheet section under Bulk Operations.
Customize your bulk sheet: Use the checkboxes to select what data to include in the bulk sheet (keeping default settings is recommended).
Key options:
Date range: Set the start and end dates for the data in your bulk sheet.
Terminated campaigns: Uncheck this option to exclude campaigns that are ended, deleted, or rejected.
Campaign items with zero impressions: Check this option to include rows of data where impressions are zero.
Placement data for campaigns: Uncheck this option to show placement data such as "Top of search" or "Product detail page."
Brand assets data: Check this option to include brand assets data in your bulk sheet.
After downloading your bulk sheet, filter the rows you want to update. For example, if you want to pause the 'substitutes' targeting in an automatic campaign called "cbfb12-auto," find the relevant row and update the status to Paused.
This method allows you to make bulk updates quickly without having to create the bulk sheet from scratch.
Sponsored Brands bulk files
Sponsored Brands bulk sheets can be used for two types of campaigns:
Keywords campaigns
PAT (Product Attribute Targeting) campaigns
Like Sponsored Products, Sponsored Brands bulk sheets must follow the entity hierarchy and include the required fields. Be sure to follow the structure for valid bulk uploads.
Sponsored Display bulk files
As of June 4, 2021, Sponsored Display bulk sheets only support Audience Targeting campaigns. The entity hierarchy and required fields for Sponsored Display bulk sheets should be followed. Currently, Product Target Campaigns are not supported in Sponsored Display bulk files.
By using Amazon PPC bulk uploads, you can efficiently manage large-scale advertising operations, making it an essential tool for Amazon sellers and advertisers looking to optimize their campaigns at scale.
