To make the Campaign Manager easier to use and more efficient, Amazon has introduced the Bulk operation for Sponsored Products and Sponsored Brands campaigns.

Recently, the company improved it by adding bulk support for Sponsored Display campaigns and more Amazon ads features and functions to maximize time-saving and efficiency. 

What is Bulk Operation?

In essence, a bulk operation is your whole Campaign Manager in one place in an Excel file.  

Bulk operations allow you to make thousands of changes to your Amazon account with a single upload.  

The new bulksheets give you access to more features already available to advertisers who use the API so that you can benefit from API functionality with the simplicity of a spreadsheet interface. 

Here are the top 5 reasons to use bulk files: 

1. Campaign creation 
2. Campaign optimizations 
3. Renaming campaigns and ad groups 
4. Adding multiple keywords and products  
5. Metrics overview  

Campaign Creation 

As Amazon expands the number of available campaigns, it’s hard to keep up with the campaign creation for all products. It can be very time-consuming if you want multiple ad groups in your campaigns and you’re doing everything manuall. Amazon provides us bulk support for campaign creation to spend less time working on it.

With the legacy bulksheet, we could create only Sponsored Products campaigns, but with the new version, we can make all three campaign types by filling in all necessary data. At first, it is a little complicated, but with practice, it will become one of the most used possibilities of the bulk file. 

You can download the template from the Bulk operations, as shown in the image below, or create your template in Microsoft Excel to fill in all required information.

Campaign Optimizations 

This is the best and most used option in bulk operations. Imagine you have hundreds of campaigns, and within them, a few ad groups with multiple keywords or ASINs, and you have to change the bids. It will last for hours, maybe days, to check each keyword, see the metrics, and change the bids accordingly. With a bulk file, it will last less than an hour!

Some optimizations that can be done through bulk are:

• Bidding optimization (adjusting bids for all three campaign types according to the metrics)

• Placement adjustment (adjusting bid optimizations for the top of search and product pages placements for Sponsored Products and placements below the top of search for Sponsored Brands) 

You can also change the status of any campaign, ad group, keyword, or ad to enabled (active), paused, or archived through bulk.  

Renaming Campaigns and Ad Groups 

This option is handy, especially for agencies that constantly have new accounts to optimize, and here is why. When you have a new account previously managed by someone else, you’ll have many campaigns, and you won’t know for which product or targeting they were created. 

Sometimes, when the campaign was created through software, a campaign’s name would only be a combination of numbers. Instead of manually renaming campaigns one by one, it’s much easier and faster to do it through bulk. Apart from campaigns, you can also rename ad groups to anything you find useful.  

Updating Campaigns 

When working on an account, you’ll always find something that can be changed or updated. For example, you have over 20 keywords in one ad group, so you would like to create a new ad group and add new keywords. You don’t have to do it manually since now you can do the same using the bulk operations. 

Also, if you are performing keyword harvesting, you know that some search terms can spend too much, so you want to add them into a negative exact or a negative phrase. Instead of doing this manually and spending too much time on this, you can create a list of those search terms and add them to the corresponding campaigns using a bulk file. 

A bulk file is an excellent option if you want to add new keywords and ASINs to the existing campaigns to increase the number of targets for better account performance. 

Metrics Overview 

Amazon provides many valuable reports that you can use to improve your account. Some are used more often than others since they show different information. It is important to know exactly what you need to download the right one. The bulk file allows you to see almost everything (except the search terms) since it’s like a Campaign Manager in Excel. You can easily review metrics for campaigns, ad groups, ads, and keywords if you turn on the filter. 

Let’s say you need to check each branded keyword’s performance. You can search for it manually, going from one campaign to another, but downloading the bulk file and filtering your branded keywords will be much easier. You will see all their metrics, status, and all campaigns they are in. 

The metrics added to the new bulk are CPC, ROAS, Conversation Rate, etc. So at the moment, numerous metrics are at your disposal to help you with all optimizations. 

Conclusion 

The Amazon bulk file allows advertisers using sponsored ads to create and optimize multiple campaigns in batches, reducing the necessary time amount and manual effort. It’s highly time-saving, and we recommend using it as much as possible. 

Try downloading it and analyzing all the provided data. At first, it can be slightly complicated, but the more you use it through the analysis and optimizations, the easier it gets.