Amazon Advertising launched its bulk operations feature in 2016. It was designed to help sellers save on the time and labor needed for managing multiple campaigns across several different product SKUs. If this is a feature you have not yet taken advantage of, and your Amazon business is scaling, you will want to consider it for the ease and convenience it offers.
Bulk operations is a smart solution for large vendors who manage Amazon Advertising efforts for various brands. It allows the user to create new Sponsored Products or Sponsored Brands campaigns, add products, keywords, and negative keywords to existing campaigns, and update bids and budgets. It also offers the capability to pause or archive products and keywords and analyze campaign performance.
The best part is that all these operations can be handled within one spreadsheet, instead of making changes individually within the Amazon Advertising dashboard. You can get started with bulk operations by following these simple steps below.
Step 1. Create New Campaigns
Before creating your first bulk operations campaign, you will need to have at least one campaign already set up in your Campaign Manager, and that campaign can either be running, paused, ended, or terminated. If you do not have one, create a campaign there first.
You can then download the bulk operations template through Amazon Advertising and start creating multiple new campaigns simultaneously.
Follow the instructions listed on the bulk template, and from there you can reference definitions, template examples for Sponsored Products and Sponsored Brands creation, and examples on how to make edits to your campaigns.
Step 2. Prepare the Template for Upload
Start filling in the bulk template fields with the correct information to create or edit your campaigns. You can refer to the Attribution Definitions tab in the spreadsheet to review the requirements and examples based on the types of campaigns you would like to run.
Here are some of Amazon Advertising’s tips for successfully filling out the bulk template:
- When creating a new campaign, you can leave the record ID, campaign ID, and campaign status columns blank, as they will populate automatically after you submit the form.
- The only field that is case sensitive is the campaign field.
- When adding a new row, copy the campaign’s exact name to avoid duplicating campaigns with different names.
- Ad groups are a placeholder that is required for both Sponsored Products and Sponsored Brands campaigns. They will not show in the campaign manager, but all new campaigns need a new ad group.
- When editing a campaign, do not update or make changes to the following fields: titles in the first row; record ID; and ad group; otherwise you may encounter issues with uploading.
Step 3. Edit Your Campaigns
When creating a single campaign or making modifications to a small number of campaigns, it is easier and quicker to use the Campaign Manager. The bulk operations tool is best for making changes across several campaigns, ad groups, ads, and keywords, and can save you a significant amount of time in the process.
For campaign optimization, we recommend that you choose the 60-day timeframe for pulling data. This is the maximum data range, and it will give you a birds-eye view for analyzing campaign performance. Also, be sure to exclude terminated campaigns and those campaigns with zero impressions.
You can also use the filter options in the bulk spreadsheet to organize and sort campaigns based on their attributes. For example, it can be helpful to use filters to sort keywords by their impression numbers.
You can also increase or decrease your budgets, turn on and off bidding controls, and change campaign end dates for those that are running.
Step 4. Submit Your Bulk Spreadsheet for Upload
When your bulk edits are completed, it is time to upload your spreadsheet so your changes can go live. Upload times vary and can take anywhere from 30 minutes to a few hours, so it is best to be patient for your campaign changes to appear.
If you receive an error or warning, you can download the report and apply the necessary corrections. For faster processing, submit a bulk spreadsheet with only the rows you would like to update, delete the rows that do not need modifications, and save your changes before submitting.
Another advantage of using the bulk operations feature is that you can even edit your ad campaigns when you are working offline. It is a user-friendly feature that is convenient and designed for scalability.
Managing multiple Amazon Advertising campaigns becomes increasingly complex and time-consuming as your business scales. Leveraging the bulk operations feature is one way to increase efficiency while implementing campaign changes across several different product SKUs.