Welcome back, Amazon sellers!? This is part 2 of my Amazon Bulksheet blog series, where we dive into the power of this handy tool. In the last post, we tackled creating Sponsored Product campaigns (both Auto, Keyword Targeting, and Product Targeting). Now, get ready to amp up your branding with Sponsored Brands using the bulksheet's efficient magic!?
In this guide, you'll discover:
- Key elements of a Sponsored Brand campaign
- Step-by-step instructions for building your campaign using the bulksheet
Ready to unlock the potential of Sponsored Brands with ease? Let's dive in! ?
Login to your amazon ads account and by clicking on the bulksheet link you have direct reach to the bulksheet or you can download this bulksheet directly from the drive for practicing.
When you are open the bulksheet, what you saw, there are few sheet with name of Portfolios, Sponsored Products Campaigns, Sponsored Brands Campaigns, SB Multi Ad Group Campaigns, Sponsored Display Campaigns and There are few other columns in each sheet,?
Now we have to work only on Sponsored Brand Campaigns and focus only on columns in it.
There are 3 basic columns you can find in the bulksheet, which are Product , Entities and Operation.
What is the meaning of all these?
- Product : it's called about amazon ads product so you have to put these entries to fill it : Sponsored Products, Sponsored Brands & Sponsored Display
- Entities : "Entities" refer to individual elements within your advertising campaigns that you can create, manage, or update using the spreadsheet tool. Think of them as building blocks for your campaigns, each with its own specific function and properties. Here are types of Entities as per SB ads :?CampaignKeywordNegative KeywordProduct targetingNegative product targetingDraft campaignDraft keywordDraft negative keywordDraft product targetingDraft negative product targeting
- Operation : If we build a new campaign then we have to put “Create” in it and if we have to edit any entities then we have to use “Update” in it.
Now in this Sponsored Brand Campaigns sheet you can see some others columns, so we discuss it.
- Campaign ID : For new campaigns, you should type a text-based name to identify your campaign. You will enter this exact Campaign ID for each entity you create underneath this parent campaign. Put the exact campaign name in this field.
- Draft Campaign ID : Used when we create a draft campaign.
- Portfolio ID : If you want to put the new campaign into an existing portfolio, enter the portfolio ID. Otherwise, leave blank.
- Ad Group ID : For new ad groups, you should type a text-based name to identify the ad group. You will also type this exact same name into the “Entity Name” column for this row.
- Keyword ID : This field will be useful when you want to archive or pause keywords
- Product Targeting ID : Used when we optimised the Targeted ASIN , For updating or archiving, you would enter the actual product targeting ID.
- Campaign Name : Enter the same campaign name that you entered in the "Campaign ID" column.
- Start Date : yyyyMMdd? |? Start on today's date or a future date not Past date
- End Date : You can leave this field blank if you don't want to set an end date. Otherwise, the format must be yyyyMMdd.
- State : Enter enabled if you want the campaign to go live. You can also enter paused for now, and then change the "State" to enabled when you want it to start.
- Budget Type : Enter lifetime or daily.
- Budget : Do not include symbols such as dollar signs
- Bid Optimization : Enter auto or manual. (If you enter the manual, you should enter a value in the "Bid Multiplier" column)
- Bid Multiplier : this is a checkbox to Set a custom bid adjustment when automated bidding is not selected.
- Bid : Enter the CPC amount you are willing to pay when a shopper clicks your ad.
- Keyword Text : Enter one keyword or phrase. To add more keywords, create a new row for each keyword entity.
- Match Type : Options are: broad, phrase, exact
- Product Targeting Expression : This column is used for creating Product or category targeting ads.?
- Ad Format : If you select productCollection, you will also need to define the landing page details as well. For video ad format, you should leave all of the landing page fields blank.
- Landing Page URL : Enter a URL if you are using Amazon Store or Custom URL as your landing page type. Leave blank if you are creating a new landing page."
- Landing Page ASINs : If you are creating a new landing page, enter between 3 and 100 asins you want to include in your product collection. You can select up to 3 of these to highlight in the "Creative asins" column. If you are not creating a new landing page, or if your ad format is video, leave this field blank.
- Brand Entity ID : For sellers only--vendors should leave this field blank. You can find this value in the "Brand Assets Tab" when you download campaign data from the "Bulk operations" page.
- Brand Name : Enter your brand name.
- Brand Logo Asset ID : If your ad format is productCollection, enter the brand logo asset ID. You can find this ID in the "brand assets data" tab when you download campaign data from the "Bulk operations" page. Leave blank if ad format is video.
- Brand Logo URL : Find this from Brand assets column
- Creative Headline : Leave blank if the ad format is video. If the ad format is productCollection, you should enter any text value, up to 50 characters. In the UI, this is the headline you enter in the "Creative" section where you upload creative assets.
- Creative ASINs : Enter up to three asins for productCollection (separated by commas) or one asin if the ad format is video. These are the products that will be featured on your landing page.
- Video Media IDs : If your ad format is video, enter the "Asset ID" found in the "Brand Assets Tab” of your downloaded bulksheets file.
- Creative Type : Enter video if your ad format is video. Leave blank if the ad format is productCollection.
Now Let's start with Campaign creation with steps by steps process :?
In each Steps I will guide you what you have to put in each column.
Note : Their are some common column in each of ad type so I fill it first then I go with specialised columns as per campaign
- Step 1 : Create Campaign Level entry -??Common Column?Product : Sponsored BrandsEntity : CampaignOperation : CreateCampaign ID : SB Campaign NameCampaign Name : SB Campaign NameStart Date : 20240401End Date : if you need it than fill it as YYYYMMDD formatState : enabledBudget Type : Lifetime / Daily (as per your campaign goals)Budget : 100Bid Optimization : auto? / manualBid Multiplier : 10% (fill it if you selected Bid optimization = Manual)Brand Entity ID : ENTITY1XXXXXXXZG????????Brand Name : My Brand????????Brand Logo URL : https://m.media-amazon.com/image.pngCreative ASINs : asin1, asin2, asin3
- For Sponsored Brand Product Collection Ads?Brand Logo Asset ID : BR549003Creative Headline : My HeadlineCreative ASINs : asin1, asin2, asin3
- Step 2 : Create Targeting Level entry -??Common Column?Product : Sponsored BrandsOperation : CreateCampaign ID : SB Campaign NameState : enabledBid : 0.72
- For Sponsored Brand Keyword Targeting (KT) Ads?Entity : KeywordKeyword Text : Keyword AMatch Type : exact
- For Sponsored Brand Product Targeting (PT) Ads?Entity : Product targetingProduct Targeting Expression : asin="A000000000000"
- For Sponsored Brand Category Targeting (CT) Ads?Entity : Product targetingProduct Targeting Expression : category="5524098011" price<49.99 rating>3
- Step 3 : Create Negative Targeting? Level entry -??Common Column?Product : Sponsored BrandsOperation : CreateCampaign ID : SB Campaign NameState : enabled
- For Sponsored Brand Keyword Targeting (KT) Ads?Entity : Negative keywordKeyword Text : Keyword BMatch Type : negativePhrase
- For Sponsored Brand Product Targeting (PT) Ads?Entity : Negative product targetingProduct Targeting Expression : asin="A000000000000"
In above example, we are creating a SB Video or product collection campaign but if you want to create a draft campaign than go with below steps :?
- Step 1 : Create Campaign Level entry -??Common Column?Product : Sponsored BrandsEntity : Draft CampaignOperation : CreateCampaign ID : SB Draft Campaign NameCampaign Name : SB Draft Campaign NameStart Date : 20240401End Date : if you need it than fill it as YYYYMMDD formatState : SubmitBudget Type : Lifetime / Daily (as per your campaign goals)Budget : 100Bid Optimization : auto? / manualBid Multiplier : 10% (fill it if you selected Bid optimization = Manual)Brand Entity ID : ENTITY1XXXXXXXZG????????Brand Name : My Brand????????Brand Logo URL : https://m.media-amazon.com/image.pngCreative ASINs : asin1, asin2, asin3
- For Sponsored Brand Product Collection Ads?Brand Logo Asset ID : BR549003Creative Headline : My HeadlineCreative ASINs : asin1, asin2, asin3
- Step 2 : Create Targeting Level entry -??Common Column?Product : Sponsored BrandsOperation : CreateCampaign ID : SB Draft Campaign NameState : draftBid : 0.72
- For Sponsored Brand Keyword Targeting (KT) Ads?Entity : Draft KeywordKeyword Text : Keyword AMatch Type : exact
- For Sponsored Brand Product Targeting (PT) Ads?Entity : Draft product targetingProduct Targeting Expression : asin="A000000000000"
- For Sponsored Brand Category Targeting (CT) Ads?Entity : Product targetingProduct Targeting Expression : category="5524098011" price<49.99 rating>3
- Step 3 : Create Negative Targeting? Level entry -??Common Column?Product : Sponsored BrandsOperation : CreateCampaign ID : SB Draft Campaign NameState : enabled
- For Sponsored Brand Keyword Targeting (KT) Ads?Entity : Draft negative keywordKeyword Text : Keyword BMatch Type : negativePhrase
- For Sponsored Brand Product Targeting (PT) Ads?Entity : Draft negative product targetingProduct Targeting Expression : asin="A000000000000"??
After filling all of your entries our next work is Upload our bulksheets file to create the new campaign.
Upload your file to update your campaigns,” click Choose file to upload the sheet you just created
After uploading your file check the upload section and look at how many errors are coming and how many rows are proceeding.
I have mentioned some of the errors which may be coming after uploading your file. My suggestion is visit my Sample Bulksheet Template where you get a sheet of errors.
- How to create Sponsored Product Campaign, Sponsored Brand Campaign, Sponsored Display Campaign
- How to optimised Sponsored Product Campaign, Sponsored Brand Campaign, Sponsored Display Campaign
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