Sponsored ads (Amazon Ads)

Sponsored Ads is the 'core PPC part' of Amazon Ads.

Menu items

The main menu is at the left. It can be a bit confusing to figure out the hierarchy, as from Amazon Ads, there are three levels, but they are not shown all three at the same time. Anyhow, this is really how it is:

• Campaign manager
  • Portfolios
  • Campaigns
  • Drafts
  • Budgets
  • Products
  • Targeting
  • Settings
  • History
• Bulk operations
• Studies.

In the following chapters, I'll just refer to the various items without hierarchy.

Campaign

The top-level Amazon Ads object, is a campaign. Stuff that is configured at campaign level:

Entity	Notes
Name	Yes, a campaign has a name - And this is not what their purpose is ;)
Active?	Campaigns can be activated or not
Daily budget	A main reason for having more than one campaign, is to control separate budgets for separate kinds of campaigns
Bidding strategy	Default bidding strategy for all AdGroups within a campaign (maybe this can be overruled at individual AdWords?): Rule-based bidding Fixed bids Dynamic bids - up and down Dynamic bids - down only Additional scheduled rules
Bid adjustment by placement	Adjustment for: Top of Search Rest of Search Product pages Further bid increasement across placements on Amazon Business
Targeting method	Automatic targeting Manual targeting
AdGroups	A campaign contains AdGroups, the workhorses of campaigns - See elsewhere for details
Start- & end date	Campaigns have a a start- and an end date
Cost type	Usually CPC (Cost per Click)

Examples

Examples of various campaigns in an account:

Campaign example
Harvesting campaign
Manual campaign - Thingies - FBA
Manual campaign - Widgets - FBA
Manual campaign - Thingies - FBA
Manual campaign - Widgets - FBM

Settings screen

There is one screen with campaign settings, reachable in at least two ways:

• Amazon Ads » Overview of campaigns » "..." after a campaign's name
• Campaign » Campaign settings

AdGroup

An AdGroup brings the following things together:

Name	Entity	Remarks
Ads	Products(s)	Amazon calls this ads - It's simply the products that you wish to advertise in this AdGroup Recommended to use SKAG - Single Keyword per AdGroup - Reporting is aggregated at the AdGroup level, not at the individual product. To avoid this, have only one product per AdGroup
Targeting	Keywords + match type + bid	Keywords are the search terms, used by Amazon visitors that will trigger advertisements for products in this AdGroup
Negative targeting	Negative keywords	Keywords that will cancel showing advertisements
Search terms	Search terms	Search terms are the words that visitors actually used and that matched the aforementioned keywords

Settings

You can find AdGroup settings at Ad group » Ad group settings:

Setting	Remarks
AdGroup name	Yes, just a name
Status	(not actually a field you can change)
Active/paused & archive	These are two settings
Default bid	E.g., € 1.00

See also

• Amazon Ads
• Campaign columns (Amazon Ads)