Whether you are creating a new campaign or optimizing existing ones, doing it manually from the Amazon ad console can be a tedious task.
Fortunately, Amazon PPC bulk operations offer a streamlined approach to the entire ad management process, allowing you to make efficient and scalable changes across multiple campaigns.
In this blog post, we will discuss what Amazon PPC bulk sheet is and how to use bulk operations to manage your Amazon ads campaigns.
What is an Amazon PPC Bulk Sheet?
Amazon PPC Bulk Sheet is a unique spreadsheet format provided by Amazon for managing and making bulk changes to campaigns and ad groups within your advertising account.
This allows you to efficiently perform various tasks at scale, such as launching new campaigns, updating bid values, or pausing ads across multiple campaigns, making it a valuable resource for advertisers looking to streamline their Amazon Ads management process.
How to Download Amazon PPC Bulk Sheet?
Here is the step-by-step process to download the bulk sheet file for your advertising account.
Step 1: Open the Amazon Ad Console, click on “Sponsored Ads,” and then click on “Bulk Operation.”
Step 2: Click on “Create Spreadsheet for Download”.
Before downloading the spreadsheet, let’s understand the different options available to include in the sheet:
Date Range: The spreadsheet provided by Amazon contains data such as Clicks, Spending, Impressions, Sales, etc. You need to specify the date range for which you want to include the data in sheet.
Terminated Campaigns: Select this option to include all inactive campaigns in the spreadsheet.
Campaign items with zero impressions: Select this option to include all campaigns items with no impressions in the spreadsheet.
Placement data for campaigns: This option is pre-selected and includes placement data like “Top of Search,” “Product page,” etc. You can unselect it if you don’t want this data.
Brand asset data: This is a read-only sheet comprising all rich media uploaded in your asset library, such as brand logos, images, and videos.
Sponsored Products/Brands/Display data: Select the ad type for which you want to include the data in the spreadsheet.
Guidance for Sponsored Products: This option includes hints and drop-down options to help you navigate the spreadsheet for Sponsored Products.
Sponsored Products Search term data: This option will include an additional spreadsheet in a new tab containing search term data to help you optimize the campaigns more effectively.
After selecting the required options, you can download the spreadsheet and start editing it.
How to Download an Amazon PPC Bulk Operations Template
If you want to optimize your existing campaign, then the steps outlined above will help you download a bulk sheet with your existing data. However, in case you are starting from scratch, you can download a bulk operation to create campaigns, ad groups, ads, etc., from scratch.
To get a bulk operation template, open the Amazon Ad Console, click on “Sponsored Ads,” and then click on “Bulk Operation.”
Once you are on the bulk operation page, simply click on the ‘download a bulk operations template’ link.
How to Perform Bulk Operations with Bulk Sheet?
Once you have your existing bulk sheet data or a blank template, you can begin making bulk modifications within your campaigns, ad groups, ads, targets, and more.
Below, we will outline the typical use cases you can manage for campaigns, ad groups, ads, and so forth.
Before we proceed, let’s grasp some essential information that you must input for every operation:
- Product: In this column, you define the campaign type, whether it’s Sponsored Product, Sponsored Brands, or Sponsored Display.
- Entity: This denotes the commodity of the ad (Campaign, Ad Groups, Bidding Adjustment, Campaign Negative Keyword, Keyword, Negative Keyword, Product Targeting, Negative Product Targeting, Product Ad).
- Operation: You can choose to Create, Update, or Archive the Entity.
- State: This column contains options for enabling or pausing an entity.
You can perform the following operations for campaigns:
- Creating new campaigns
- Changing the status of existing campaigns
- Updating campaign budgets
- Changing bidding strategy
- Changing campaign budgets
- Changing the name of the campaign
Required information for creating or updating an existing campaign:
- Campaign ID: It’s the unique identifier of a campaign. For existing campaigns, Amazon will provide this ID; for new campaigns, you can simply enter the name of your campaign. You have to enter this ID for every other entity linked with this campaign.
- Campaign Name: Enter the campaign name you entered in the campaign ID column.
- Portfolio ID: It’s optional; you can enter it if you want to place your campaign in an existing portfolio or if you want to create a new portfolio.
- Start Date: Enter the start date of your campaign.
- End Date: It’s optional; you can enter an end date if you want your campaign to automatically stop after a specific time period.
- Targeting Type: Choose whether you are creating an auto or manual campaign.
- Daily Budget: Enter or update the budget of the campaign.
- Bidding Strategy: Enter or update the bidding strategy of the campaign.
2. Ad Group
You can perform the following operations for ad groups:
- Creating new ad groups
- Updating the state of ad groups
- Updating the names of ad groups
- Updating the default bid for ad groups
Required information for creating or updating an existing ad group:
- Campaign ID: Enter the campaign ID in which this ad group is created.
- Ad Group ID: For new ad groups, simply enter the name of your ad group. For existing ad groups, Amazon will provide this ID.
- Ad Group Name: Enter the exact name you have used for the Ad Group ID.
- Ad Group Default Bid: Enter the exact numeric figure without any currency symbol as your bid for the ad group.
3. Product Ads
You can perform the following operations for products:
- Adding products to advertise in an existing campaign.
- Adding products to a new campaign.
- Changing the state of advertised products.
Required information for creating or updating an existing product ad:
- The exact name/ID of the campaign in which you want to advertise the product.
- The exact name/ID of the ad group in which you want to advertise the product.
- The SKU of the product you want to advertise (applicable for seller account)
- The ASIN of the product you want to advertise (applicable for vendor account)
You can perform the following operations for targets:
- Updating the bids of existing targets.
- Updating the match type of targets.
- Adding new targets to an ad group.
When it comes to targeting, Amazon provides different entities for auto, product, and keyword targets.
Let’s first understand the Auto Campaign target:
The required information for adding or updating an existing auto target includes:
- Campaign ID: The exact name/ID of the campaign which is linked with the target.
- Ad Group ID: The exact name/ID of the ad group which is linked with the target.
- Product Targeting Expression: Specify the four types of targets available in Auto campaigns, i.e., close-match, loose-match, substitute, and complements.
Note: This is an optional step for the Auto campaign. If you do not specify a target for the Auto campaign, Amazon will automatically add all four targets and use the default ad group bid for all four targets.
- Bid: Enter or update the bid for the target.
Next, we have the ‘keyword targeting‘ entity.
The required information for adding or updating an existing keyword target includes:
- Keyword Text: Enter the keyword text you want to target.
- Bid: Enter or update the bid for the target.
- Match Type: Define the match types for the keyword (exact, phrase, or broad).
Finally, we have the ‘product targeting’ entity.
The required information for adding or updating an existing product target includes:
- Product Targeting Expression: In this column, you can enter different expressions such as:
- For individual products: asin= “B09H7FCQ59”
- For expanded products: asin-expanded= “B09H7FCQ59”
- For categories: category=”474763″
- For categories with refinement: category=”474763″ price<50 rating>3
- Bid: Enter or update the bid for the Product Targeting Expression.
5. Negative Target
To manage negative keywords and product targets, you have the option to add or update them at both the campaign and ad group levels.
Let’s start with the required information for adding or updating ‘campaign negative keyword’ entity:
- Campaign ID: Specify the campaign name/ID for which you want to add or update negative keywords. Keep in mind that this will affect all the ad groups within that campaign.
- Keyword Text: Enter the keyword you want to negate.
- Match Type: Specify the match type for the keyword you want to negate, either Negative Exact or Negative Phrase.
Next, here is the required information for adding or updating negative keywords at the ad group level:
- Campaign ID: Specify the campaign name/ID where you want to add or update negative keywords.
- Ad group ID: Specify the ad group name/ID where you want to add or update negative keywords.
- Keyword Text: Enter the text of the keyword you want to negate.
- Match Type: Choose the match type for the keyword text you want to negate, either Negative Exact or Negative Phrase.
Finally, here is the required information for adding or updating negative product targets at the ad group level:
- Campaign ID: Specify the campaign name/ID where you want to negate the product targeting.
- Ad Group ID: Specify the ad group name/ID where you want to negate the product targeting.
- Product Targeting Expression: Enter the product targeting expression you want to negate.
Final Thought on Amazon PPC Bulk Operations and Bulk Sheets
Amazon PPC bulk sheets are a super handy tool for advertisers to manage their Amazon ad campaigns. Whether you are trying to create a new campaign or optimize an existing one, it makes it easy to perform bulk operations at scale.