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A step by step guide to set-up your Amazon sponsored product ads

Sponsored Products ads are highlighted visible and contextually relevant. They promote individual listings to shoppers as they’re browsing and discovering items to buy on Amazon. Ads appear in shopping results and on product detail pages, and you pay only when your ad is clicked.

Table of Contents
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    1. Prepare your product title, description, and detail page

    When shoppers click your ad, they see your product detail page. If you haven’t optimized your products for advertising, check out our Welcome to sponsored ads Quick Guide. Step 4 covers how to prepare your product detail pages for successful campaigns.

    If you’re products are ready to go, keep reading.

    2. Navigate to campaign creation

    Sign into your account > Go to Campaign Manager > Click “Create a new campaign” > Select Sponsored Products

    3. Add products to your campaign

    Add three or more products to advertise in this campaign. Search by product name or ASIN (only eligible products will appear) or enter/upload a list from excel. The products you choose determine how you structure the rest of your campaign and ultimately, how much return you can receive from your investment in ads.

    Tip: Sort by suggested products to select products that have the highest chance of being clicked (based on machine-learning models- available to Sellers and Vendors).

    4. Choose your targeting strategy

    Option 1- Automatic targeting

    Automatic targeting is the easiest and quickest way to get started- and it is selected by default in the campaign builder. Your ad is automatically matched with keywords and products that are similar to the product you’re advertising. It’s based on previous shopping queries and your product information.

    If you’re new to Sponsored Products, this targeting option can help you easily and quickly launch a new campaign. If you’re a seasoned advertiser, it can help you understand search trends and serve as a source of keyword discovery for your manual campaigns.

    Select a bid type

    If you use automatic targeting, you have two options for how to set corresponding bids for keywords and products. A bid is the maximum amount that you’re willing to pay for a shopper to click your ad. You can set a default bid that will apply to all clicks, or set bids by targeting group.

    1. Default bids
    2. Bid targeting groups

    Option 2- Manual Targeting

    If you’ve already created a Sponsored Products campaign, we recommend trying out manual targeting. After your automatic campaign runs for a few weeks, your campaign starts to gain insights that give you an idea of which shopping queries are converting or not converting. You can use these insights to fine tune your targeting choices in a manual campaign.

    Tip: Increase your bids on keywords or products that have the highest conversion rate, and lower or remove bids on those with low conversions.

    There are two types of manual targeting- Keyword and Product.

    Keyword targeting

    ➡️ Keyword targeting allows you to show your products in shopping searches and detail pages. You can enter keywords you’d like to target, and/or include Amazon’s suggested keywords.

    ➡️ Suggested keywords are based on the products in your ads, and can be a good starting point for your first campaign.

    ➡️ Once you add keywords, you must associate a bid and match type(s) with each. There are three kinds of match types (broad, phrase, and exact). For your first campaign, we recommended starting with broad match.

    Match Type Example Bidding Best for... Goal




    discovering new shopping queries



    saucepan for induction hobs


    Long-tail Keywords



    anti adherent saucepan

    highest you're
    comfortable bidding

    Shopping queries
    that perform well


    Product targeting

    ➡️ Categories are products that are grouped by similarities, like women’s running shoes.

    ➡️ Product targeting allows you to broaden your reach by targeting entire categories or be very precise by targeting specific products. To help you get started, we provide targeting recommendations under the Suggested tab for both categories and products.

    ➡️ Choose product targeting when you know what products or categories you want to target.

    if you’re ready to get started, watch the video below for an example of how you can make your targeting more precise with manual targeting, and how to set it up in the campaign builder

    5. Add negative targeting (or skip for now)

    If this is your first campaign, we recommend skipping negative targeting. If you’re campaign has been running for two weeks or more, you can add negative keywords or products to prevent your ads from appearing on specific shopping results or detail pages that don’t meet your goals.

    Example: You’re running an ad for a camera lens. Your campaign objective is for your ad to appear on complementary products, but you find it appearing next to a non-compatible camera. By adding this camera as a negative ASIN, you can stop your ad from appearing there and help prevent paying for placements that are not relevant to your product.

    To select good negative keywords:

    ➡️ Consider the shopping queries that you don’t want your ad to appear against. For example, keywords that are too generic.

    ➡️ Review the search term report and look for low-performing keywords. For example, keywords that have generated impressions but no sales, or keywords with high ACOS and low conversion.

    6. Choose your campaign bidding strategy


    Every time your Sponsored Products ad is eligible to appear, we predict the likelihood of a click converting to a sale. Dynamic bidding is a campaign optimization setting designed to help improve your campaign performance automatically- you have three choices.

    We increase your bids (by a maximum of 100%) in real time for clicks that may be more likely to convert to a sale. In the same way, we reduce them for clicks that are less likely to convert to a sale.

    We won’t increase your bids by more than 100% for placements at the top of the first page of search results, and by more than 50% for other placements. For example, if your bid is $1.00, we can adjust your bid up to a maximum of $2.00 for opportunities on top of the first page of search results, and up to $1.50 for opportunities on other placements.

    When should I use dynamic bids- up and down?

    ➡️ Your key objective is sales

    ➡️ You want to win the ad placements at the top of the page for keywords within your selected campaign

    ➡️ You have a high-performing campaign and want to help maximize results

    ➡️ You have a campaign that features ASINs with excess inventor

    ➡️ You have a campaign that features deal ASINs

    Dynamic bid down only

    If we see an opportunity where we predict your ad may be less likely to convert to a sale, we might lower your bid for that auction.

    Try a dynamic down only if you’re looking to optimize based on ROAS (return on ad spend).

    Fix bid

    We use your exact bid for all opportunities and won’t adjust your bids based on likelihood of a conversion.

    Compared to dynamic bidding strategies, using fixed bids you may get more impressions, but fewer conversions for your ad spend.

    7. Give your campaign a name

    Choosing a straightforward name will help you find your campaign later to review it’s performance. The name is not visible to customers.

    Example: “Sponsored Products | Prime Day | Barbecue grills.”

    8. Choose your duration (campaign start and end date)

    Choose the date that you want your campaign to start running. You can set your campaign to start today, or select a date in the future

    Select “No end date” to keep your campaign running. This helps customers discover your brand all year round on Amazon, unless you’re running seasonal campaigns. Alternatively, you can select a specific end date. It can take 7 to 14 days for the sale of your products to be attributed to an ad click. Because of this, it’s important to let the campaign run for a few weeks to see the results.

    9. Set your daily budget

    Consider how much you’re willing to spend on this campaign each day, and how your daily budget and bids work together. The daily budget is the amount that you’re willing to spend on your campaign each day. Once a campaign is out of budget for the day, your ads won’t be eligible to run until midnight when the budget resets. At the end of the month, you won’t spend more than the daily budget you’ve set, multiplied by the number of days in that month

    Many advertisers start with a daily budget of $30. This is a good range for testing and improving the performance of your campaign as you get started, while controlling how much you spend

    10. Launch campaign

    11. Check in on performance and adjust

    You put energy into building your ads, and you want to know that they’re driving the right results for you. Monitor metrics to determine how your campaign is performing and what adjustments are needed.

    To start, we recommend focusing on:


    A count of how many times your ad has been displayed- this measures your reach and visibility. Your goal should be to get shoppers to see and click on your ad, and so you’ll want to track your impressions and click-through rate (CTR) in your advertising reports.

    Tip: Try increasing the bids when your campaigns don’t get enough impressions.



    A count of how many times your ad is clicked. Monitor clicks to observe how your ads are driving additional page views to the detail pages of your advertised products. You can also refer to the cost-per-click (CPC = spend / clicks) metric to see what products/keywords are performing best and adjust your bids accordingly.

    Tip: Put your best foot forward when customers click on your ad by ensuring your product detail pages are high quality. Have a clear and easy-to-read title, use high-quality images, and write detailed product descriptions.



    A total value of products sold attributed to your ads. When customers click your ads and make a purchase of the product you advertised, we attribute the sales to your campaign. You can also see your return on ad spend (ROAS = sales / spend) to measure the cost-effectiveness of your campaign.

    Tip: Check the search term report to identify keywords and products that are resulting in higher sales and conversion rate. Then increase the bid on those and add them as exact match type to optimize.

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