Follow these simple, yet critical, steps to configure and optimize your Advertising Center for success!

 👀 Double Check Your Seller Labs Account Setup

What are Search Terms vs. Keywords?
​How do I delete a keyword from a campaign?
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The Advertising Center is currently compatible with Amazon North America, Amazon Europe and Amazon Far East (Amazon.com, Amazon.ca, Amazon.mx, Amazon.co.uk., Amazon.de, Amazon.it, Amazon.fr, Amazon.es, Amazon.jp and Amazon.au).

Can I use my existing PPC campaigns?

Yes, the Advertising Center will automatically import your existing manual and auto-targeting campaigns.

What are Suggestions and how do I use them?

As you begin to create campaigns, the Advertising Center will offer suggestions that you can accept, delay or reject. These suggestions will be unique and customized based on your campaign goals. When you accept a suggestion for your campaign, the Advertising Center can make the change automatically so you do not have to make the change yourself. Suggestions use “Confidence” and “Importance" sliders to help make the best decisions for your account. Confidence increases as your campaigns have more data. Importance increases as it determines if there is more at stake. Adjusting the sliders will allow you to view the suggestions that the Advertising Center has for your campaigns. Keeping in mind the context of your individual Amazon account will allow you to make the best use of campaign suggestions.

How long does it take for the Advertising Center to make a suggestion?

The Advertising Center will offer suggestions after it has gathered enough data to offer an optimization suggestion for your campaign. Usually, it's best to allow a few days of analyzing before a Suggestion is fully Accepted. That said, you find it is beneficial to Delay Suggestions for a certain amount of time, to allow the Advertising Center to gather even more data on the specific Suggestion offered. The more data we have the more accurate of a Suggestion will be provided.

The Advertising Center's Suggestion engine is driven off of Target ACOS. We always recommend that you have at least some value inside the Target ACOS setting for each campaign, so that the system has a full set of metrics in its calculations that create and optimize Suggestions that are offered. You can always view more suggestions by filtering and lowering the “Confidence” and "Importance" ratings, using the suggestion sliders. This will display other suggestions that may have some data but may not be deemed higher confidence or importance at the time. Keeping in mind the context of your individual Amazon account will allow you to make the best use of campaign suggestions. Please note, the Advertising Center may also be limited in offering suggestions if a campaign is not receiving many impressions or clicks. Selecting the right strategy for raising your impressions and clicks requires research into your campaign over time. This can include looking at your user search terms to see what has higher conversion rates, what does not, and making these into broad/exact/phrase or negative keywords. It can sometimes be as simple as raising your daily budget until you gain traction.

To learn more about Advertising on Amazon and helpful strategies, visit https://www.sellerlabs.com/ppc.

How do I increase my campaign clicks and impressions?

Selecting the right strategy for raising your impressions and clicks requires research into your campaign over time. This can include looking at your user search terms to see what has higher conversion rates, what does not, and making these into broad/exact/phrase or negative keywords. It can sometimes be as simple as raising your daily budget until you gain traction.

To learn more about Advertising on Amazon and helpful strategies, visit https://www.sellerlabs.com/ppc.

How should I structure my campaigns?

One of the biggest and most confusing aspect of creating Sponsored Products campaigns is deciding how to structure and organize them. It is easy to make a confusing mess, so good to have some guidance on how to do this before getting started.

Amazon offers both CAMPAIGNS and AD GROUPS for organization. We suggest that you think about campaigns as containing products that have a similar price point and category and which customers could use the same fairly specific search terms to describe.

For example, if you primarily sell children's toys, you might want to create separate campaigns for "Checkers Sets" separately from "card games". While it is possible that these might share generic terms like "fun games", creating a campaign that is encompasses both types of products, will make it more difficult to specifically target either product. On the other hand, if you primarily sell kitchen gadgets, and you happen to sell Checkers sets and card games as well, you might choose to put both of those into the same campaign, as the additional detail and time required to manage them individually is not worth the effort.

With campaigns containing groups of products, you would then use Ad Groups to divide up keywords into groups which you'd like to see reported together. Many sellers choose to create separate Ad Groups for keywords which they expect to convert at different rates. Continuing our example of Checkers Sets and Card Games, you may decide to create an Ad Group for the checkers sets that contain checkers-specific search terms. You would create a separate Ad Group for the Card Sets that contains those products and more card-specific search terms. You would expect that with such specific search terms that those two Ad Groups would have high conversion rates.

Furthermore, you might then decide to create another Ad Group for more general terms like 'childrens toys', or 'games for kids'. Moreover, you could add both products to this ad group, and your expectation for these keywords would be a lower conversion rate since the search terms are not as specific.

How should I advertise my products with variations?

Advertising products with many variations can be tricky. In general, it is not necessary to advertise every variation. Especially for clothing or categories where customers are familiar with selecting sizes. We suggest creating additional Product Ads for variations in these cases:

Note that Amazon's data is based on which ad was shown, not what was ultimately purchased.

If a customer is shown the red variation of your product and ends up buying the green version, it will count as a sale of the red version.