Getting Started with Bulk Operations in the Amazon Marketplace
To get started with bulk operations, you need to login to your Seller Central account to access Bulk Operations from the sub-menu. You need to download a bulk template file if you are starting from scratch and can request an updated bulk file with ready data by clicking the “Request Bulk File” button (including all of your campaigns, ads, performance metrics, keywords, etc.) (DeHart, 2016).
(*Note: you may also login and visit: https://sellercentral.amazon.com/bulksheet/HomePage for the same)
(a) Empty Account: If you are starting with a new account, you can download a blank ‘Bulk Operations Template’ with instructions, comments, and details from the “Bulk operations” screen as shown in the long link below.
The spreadsheet comprises 6 tabs including Instructions, Attribute_Definitions, Example Bulk Template, Template- Sponsored product (actual template), Template – Headline Search, and Template – Portfolio (new portfolios).
(b) Modify existing Account Data: For existing account updates, you need to use the ‘Create & download a custom spreadsheet’ section and update: Date range and Exclude (Terminated Campaigns, Campaign items with zero impressions), Placement data for Campaigns and Exclude. Once the selections have been made, you may click upon ‘Create a spreadsheet for download’ as shown in the figure above (it may take up to 15 minutes to create). Once Amazon creates the bulk file, a download option appears with a Download link as shown in the figure below. The downloaded spreadsheet filename comprises of the pattern: marketplace code -seller id -bulk sheet- creation epoch timestamp.xlsx and has 3 tabs, viz. Sponsored Products Campaigns, Headline Search Campaigns, and Portfolios.
In order to successfully enter data on the spreadsheet, you need to be familiar with the terminology of Amazon Bulk Operations as well as its valid values (as mentioned below).
Record, Campaign, Ad Group – Terminology and Descriptions
Record ID – The uniquely assigned ID to each Campaign, Ad Group, Keyword, and Ad (i.e., advertised ASIN) within your account. This ID will be automatically assigned after upload. Do not modify once it has been assigned.
Record Type – The specified component of a campaign. All campaigns are made up of a set of individual record types: all campaigns must consist of 1 “Campaign” record type row, 1 “AdGroup” record type row, at least 1 “Ad” (i.e., advertised ASIN) record type row, and – if using manual targeting – at least 1 “Keyword” record type row.
Campaign ID – The uniquely assigned ID for a campaign. This ID will be automatically assigned after upload.
Campaign Name – The name of an existing campaign or the name of the new campaign you are creating. Maxlength: 128 characters.
Campaign Daily Budget – The daily budget set for your campaign.
Campaign Start Date – “The start date of your campaign. For Sponsored Brands, startDate cannot be updated after creation”
Campaign End Date – “The end date of your campaign. For no end date leave this field blank. For Sponsored Brands, endDate is required if a fixed budgetType is chosen.”
Ad Group – “The name of your existing Ad Group or the name of the new ad group you are creating. An Ad Group is a required placeholder field in your spreadsheet that must be filled out to successfully upload your changes & set your bid for your campaign. Existing campaigns will automatically populate this field but you will need to add a new Ad Group to any new campaigns you add to your spreadsheet.
Only one Ad Group is permitted for each campaign and should be named after your campaign name for easier tracking.
Note: This field is used only for processing bulk spreadsheets and does not show up in Campaign Manager.
For Sponsored Brands, this field is not required during campaign creation, and will be autocreated. You cannot edit ad group fields or settings for Sponsored Brands. You do not need to create an ad group row for Sponsored Brands.”
Max Bid – “The maximum you are willing to pay for a click. For manual targeted campaigns, you will set a max bid for each keyword. If you do not set a max bid for a keyword, that keyword max bid will default to the bid set at the Ad Group level. For auto targeted campaigns, the bid for your campaign is set at the Ad Group level (i.e., in the Ad Group record type row; not in the Campaign record type row).
Note: (SP) A max bid specified within the Ad Group record type row is a required field for both automatic and manual targeted campaigns.”
Keyword or Product Targeting – “Your keywords determine the pages on which your ads will be displayed. It is used in Manual Targeting campaigns only. To add multiple Keywords to a campaign, add multiple Keyword record type rows, one for each Keyword you wish to target.
“For Sponsored Brands, product targeting is not supported.”
Match Type – The Match Type relates to the keyword and can be Broad, Phrase, Exact, Negative Phrase, or Negative Exact
Campaign Status – Your Campaign Status can be enabled, paused, or archived (i.e., terminated).
Ad Group Status – Your Ad Group Status can be enabled or paused.
Status – If you are creating or updating a Keyword, this is the status of the Keyword (enabled or paused). If you are creating or updating an Ad (i.e., advertised ASIN), this is the status of the Ad (enabled or paused).
Next we will cover, Sponsored Product Only Attributes.
About PPC Optimization – Looking for someone to manage your Amazon Advertising? PPC Optimization has Amazon Consultants that provides Amazon PPC Managed Services, managing your advertising, new keyword terms, negative targeted terms, mapping good terms from automatic campaigns to manual campaigns and more. Complete Amazon PPC Management is what as do! Call us today!