Go to ad-optimiser.metoda.com 



For the on-boarding of SBAs, click "SPONSORED BRANDS". This leads you to the following screen:




You can either: 

Case 1: add a SBA campaign manually by clicking “ADD CAMPAIGNS”or 



Case 2import several new campaigns at once using “IMPORT CAMPAIGNS” and our on-boarding template. The Excel-Template can be downloaded by clicking "Import campaigns", "Download example Excel") 






In both cases, you need to fill in all mandatory information

Portfolio name

Mandatory

The portfolio where you want to create the campaign into. (Should be one of the portfolios created in our system, you can find them in “PORTFOLIOS & BUDGETS” page)

Campaign NameMandatoryName of your campaign. Name should start with "m_"

Headline

Mandatory

Max. 50 characters, headline need to be "appropriate" (avoid stating being "best" or "test champion"). Please refer to AMS guidelines for more detailed information

ASINs

Mandatory

ASINs you want to target with the SBA (usually 3 ASINs will be displayed in the ad)

Brand name

Mandatory

Will be stated at the top of the SBA, often differs from entity name

Image/File name

Mandatory

If you are creating a campaign via “IMPORT CAMPAIGNS”, you only need the image name, which you can get from “Manage Images”. Otherwise, you can select one of the already uploaded images or upload a new one. 

Targeting

Mandatory

Two possible options, when shopper clicks on SBA they can be directed to:

- Amazon Brand Store: Please provide the link, the store needs to include all ASINs included SBAs otherwise the campaign cannot be set up

- List of products: default setting, a product list needs to include at least three products. Notice: the campaign will be paused automatically if there is not a minimum of three products of your product list available

Link

Mandatory if targeting is "brand store"

Link to your store in case the targeting is “store” or amazon brand store.

Note: the store needs to include all ASINs included in SBAs. Otherwise the campaign cannot be set up.

 

TACoS

Mandatory

The Target ACoS you want to achieve with your campaigns, only full percentage values are valid

Active from

Mandatory

Start date of the campaigns

Active to 

Optional

Can either be left blank for unlimited campaign duration, or be filled in for setting an end date of the campaign

Category

Optional

You can set one category tag (campaign name will be displayed as a hierarchy level in our reporting and will give you the possibility for filtering)

Tag

Optional

You can set one or more product tags. Note: Several tags need to be separated by a semicolon (";")

Negative Keywords*

Optional

Use for blacklisting in order to make sure that your ad will not be displayed for irrelevant search terms. Limited to 1000 keywords/campaign, and each one of them shouldn’t exceed 4 words. They need to be separated by a semicolon (";")

Positive Keywords*

Optional

Additional possibility to upload important keywords manually (white listing). The number of keywords is limited to 1000 keywords/campaign. They need to be separated by a semicolon (";")


 

*According to our best practice the keywords will be integrated with phrase as match type. The ads can be shown according to the phrase and close variations of it. This allows us to reach a lot of customers, while still keeping the targeting of shoppers precise.


 

Case 1: Generation of new campaigns using "ADD CAMPAIGNS" 

There are 4 steps you need to finish one by one to create your campaign, once you filled the mandatory fields in one step, you can click on next to fill the next step, till you reach step 4, once all the fields are in, you can click on save. And the campaign will be created.

Step 1:



  • Campaign name: campaigns should start with “m_” and can consider the following naming conventions:

m_<theme>_sba_<targeting type>

- Theme: could be a category or a product-specific feature, that helps you to identify the campaign afterward

- Targeting Type: should be “store” or “productlist”, depending on the targeting method you choose for this campaign


  • Brand name: will be stated at the top of the SBA, often differs from entity name, not more than 30 Characters (Cannot contain: <>#^!)

  • Headline: max. 50 characters, headlines need to be "appropriate" (avoid stating being "best" or "test champion",  no ellipses, special characters, extra punctuation or all in CAPS). Please refer to AMS guidelines for more detailed information

  • Category: you can set a category tag (the campaign name will be displayed as a hierarchy level in our reporting and will give you the possibility for filtering)



Tag: you can set a product tag (we would recommend putting in the ASINs included into your SBAs as Product tags, so that you always have an overview on which ASINs are advertised with it). Note: each separated by a semicolon (";")TACoS for SBA can of course be adjusted at any time, similarly to SPAs: 


Step 2:




Brand Logo: choose an image for the campaign. Specifications: at least 400 x 400 px, less than 1 MB, formats: png, jpeg, GIF)

BEST PRACTICE: we recommend rather using product images instead of a brand logo, as some ad placements, especially for mobile devices, Amazon only displays the picture on the left and the headline. Without appropriate product image the shopper may not know with product is advertised. We noticed a significant higher performance on those Sponsored Brands. 
-> A A/B-Test could help identifying the best approach


Step 3:




Targeting: you can choose between two options. When shoppers click on the SBA, they can be directed to 

(1) a list of products (this is our default setting if the field is left empty, a product list including at least three products)

(2) your Amazon Brand Store (please provide the link, store needs to include all ASINs included in SBA)


BEST PRACTICE: Depending on your strategy we recommend using a productlist as we noticed a better performance with this targeting methode. Additionally, it could be useful doing A/B-testing (productlist vs. store) in order to find out which targeting type is the best for your products and strategy. 


ASINs to be displayed: ASINs you want to target with the SBA (usually 3 ASINs will be displayed in the ad)
BEST PRACTICE: as the campaign will only be displayed if at least 3 products are available (for SBAs that link to the Brand Store, 1 ASIN is enough), we recommend rather choosing 4 or 5 ASINs per campaign to avoid that the campaign gets paused if one product is e.g. out of stock. With more than 3 products per SBA, it is more probable that 3 available products will remain.


Step 4:



  • TACoS: the target ACoS you want to achieve with your campaigns, only full percentage values possible.


  • Positive Keywords: Keywords will be generated by our algorithm automatically. But if you want to add some specific ones (which may not be covered by the algorithm), simply add them here. The algorithm will add those keywords using phrase match immediately. This can be done and changed at any time.


  • Negative Keywords: Keywords will be generated by our algorithm automatically. But if you want to exclude some specific ones, simply add them here. The algorithm will add those negative keywords using phrase match immediately. This can be done and changed at any time.


  • Active from: you can schedule a start date (today or sometime in the future) 


  • Active to: can either be left blank for unlimited campaign duration, or be filled in for setting an end date of the campaign. Set the end date to yesterday to make sure the campaign will be paused immediately. If it’s set today, the campaign will run for the rest of the day 



Click on “Save” and submit for review: After having a final check of the settings, complete the campaign creation by clicking on “Submit for review”. Amazon will notify you via email in both cases, approval and rejection of the campaign. If the campaign has been rejected you’ll find it in “Drafts”, where you can edit the campaign again.

Once you click on "SAVE", the campaign will be submitted to amazon for review. You can check its status in our front-end.


Process of Campaign Creation & Golive:

 

1. Campaign creation via our Campaign Manager.

2. Before we create the campaign on Amazon, we need to add a budget and at least one keyword to the campaign. The budget will be set to the minimum -1 €- and add keyword "metodapowered". 

3. A script starts to create keywords for this campaign and the process responsible for setting the budget for the campaigns overrides this 1 € and sets it to the expected budget amount.

The keywords generator script runs once per day, so probably tomorrow, you will find the keywords and the correct budget in place.



IMPORTANT NOTE: If the campaign has been rejected you’ll need to re-create the campaign again via our Campaign Manager. Start again at Step 1 of Process of Campaign Creation. DO NOT WORK IN AMAZON ADVERTISING CONSOLE. 




Case 2: Generation of new campaigns using "IMPORT CAMPAIGNS" leads you to the following screen: 




Step 1: Download the "example Excel" and fill in all mandatory information. Sample of columns in example Excel:



 

Step 2: Fill in the Excel file.

To help you fill it out, we added guide inside the template. Please follow this explanation:


Column rules:

Portfolio name

Mandatory

Cannot be updated. Must match the name of an existing portfolio exactly. 

Headline

Mandatory

Cannot be updated. Must be unique. Campaign name can be a text of up to 100 characters long. Characters you cannot use: !,#,%,<,>

Landing page type

Mandatory

Cannot be updated. Must be either "productList" (to link to a list of products to be generated by Amazon) or "brandStore" (to link to an existing Amazon brand store).

Landing page link

Mandatory if landing page type is "brandStore"

 Cannot be updated. Must be a valid URL to an existing Amazon brand store.

ASINs

Mandatory

Mandatory. Can be updated. Must include 3 ASINs, otherwise the campaign will not be displayed.

Target ACoS

Mandatory

Can be updated. Must be a full  percent value. Example: "25%"

Start date

Mandatory

Can be updated. Must be a date in the future in any format recognized by Excel. Easiest is to enter it as YYYY-MM-DD, like 2020-12-31.

End date

Optional

Can be updated. Must be a date after start date in any format recognized by Excel. Easiest is to enter it as YYYY-MM-DD, like 2020-12-31.

Image filename

Mandatory

Cannot be updated. Must be the exact file name of an image uploaded via Ad Optimiser.

Headline

Mandatory

Cannot be updated. Up to 50 characters.

Brand name

Mandatory

Cannot be updated

Negative keywords

Optional

Can be added, but not removed. Separated by semicolon. Up to 80 characters per keyword. Up to 4 words per keyword.

Positive keywords

Optional

Can be added, but not removed. Separated by semicolon. Up to 80 characters per keyword. Up to 10 words per keyword.

Category

Optional

Can be updated. For filtering in our reports.

TagsOptionalCan be updated. Separated by semicolon. For filtering in our reports.


Step  3: Save it and drag it into the "Import campaigns" screen.

In case something is not filled in properly, you will receive error messages indicating in which campaign adjustments are necessary.

 

Step 4: Click "save" to upload your CSV.

 

The campaigns will be submitted to amazon in a window of 60 minutes for reviewing, once it’s reviewed, it will be live when the start date is reached.




BEST PRACTICES: 

  • Images: We recommend rather using product images instead of a brand logo, as in some ad placements, especially for mobile devices, Amazon only displays the picture on the left and the headline. Without appropriate product image, the shopper may not know which product is advertised. We noticed a significantly higher performance on those Sponsored Brands.
  • Targeting: Depending on your strategy we recommend using a productlist as we noticed a better performance with this targeting method. Additionally, it could be useful doing A/B-testing (productlist vs. store) in order to find out which targeting type is the best for your products and strategy.


IMPORTANT NOTE: you need to deactivate all your own campaigns that target the ASINs which should be managed by metoda (otherwise campaigns will bid against each other, newer campaigns have a disadvantage compared to existing campaigns because they have not generated any clicks or revenues yet).

IMPORTANT NOTE: setting a budget period is the necessary requirement for your campaigns to be created. Only if a budget period already exists, will your campaigns be created in Amazon Advertising.