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Manage Your Campaigns



Campaign manager

Video: Introducing your campaign manager

Amazon Advertising is always looking for ways to give advertisers more insight into their ad performance, so we've created a new, improved interface called "campaign manager." It lets you use simple, streamlined navigation to efficiently manage all of your Sponsored Product and Lockscreen campaigns from a single page. Campaign manager includes:

  • Flexible column selector. Choose from a list of preset columns to organize your campaign manager view with metrics that are important to you.
  • Bulk edit functionality. Make changes to multiple campaigns at once to save time on budget, start date, end date, status, and bids adjustments.
  • In-line editing. Make in-line edits within campaign manager to apply changes to start date, end date, budget, status, and bids.

See this guide for details on campaign manager.



Access campaign manager from KDP

Video: Access campaign manager from KDP



Analyze and refine campaigns

To see how your Sponsored Products and Lockscreen Ads are performing, go to the campaign manager. It can help you quickly analyze and refine your campaigns.


Performance metrics in campaign manager show

You can choose from several metrics to display the relative performance of a campaign, keyword, or indicators like impressions, clicks, and sales. The default metrics are:

  • Spend
  • Sales
  • Advertising cost of sales
  • Impressions
In addition to the default metrics, you can choose from:

  • Clicks
  • Sales
  • Orders
  • Click-through-rate
  • Cost-per-click
Click on any two metrics to see a visual representation of your performance over time.


Use filters to help refine campaigns

By using multiple filters at the same time, you can analyze specific performance drivers based on the benchmarks you set. The filters can help you identify under-performing campaigns and keywords so you can make quick adjustments. For example, you can filter to identify all manually-targeted Sponsored Products campaigns with 5,000 or more impressions with an advertising cost of sales (ACoS) of 25%. Then choose an individual campaign to identify keywords with a lower ACoS. You can do this by setting an ACoS filter at the keyword level.


Filter by date

Video: Checking performance over time

You can view the data by date range by applying the following filters at the campaign or account level:

  • Today
  • Yesterday
  • Week to date
  • Last week
  • Month to date
  • Last month
  • Lifetime
  • Customized (available for the last 90 days)
To get a report for the lifetime of your account, click the Export button on the right-hand side, between the performance dashboard (graph) and campaign dashboard (data table). The exported data will reflect the date range and filter you set, so set to the range to "Lifetime" and clear all filters.

See this guide to learn more about campaign manager.



Edit live campaigns

What you can edit What you can't edit
Sponsored Products
  • Default bid
  • Start date (if the campaign hasn't started yet)
  • End date
  • Daily budget
  • Keywords
  • Automatic targeting strategy
  • Campaign bidding strategy
  • Adjust bids by placement
  • Add a campaign to a portfolio
  • Remove a campaign from a portfolio
  • Campaign name
  • Targeting type (automatic or manual)
Lockscreen Ads
  • Cost-per-click bid
  • End date
  • Increase lifetime budget
  • Campaign name
  • Decrease budget
  • Interest targeting
  • Pacing

You can edit a campaign campaign manager by clicking the field (e.g., End date) and making the change. You can also edit multiple campaigns at the same time. To do so, check the box next to each campaign you want to edit and make your changes. Some changes (e.g. adding keywords to Sponsored Products campaign) can't be done in campaign manager. For these changes, click the individual campaign.

While your ad is live, you can publish changes to your book, such as updates to your price and details (e.g., categories). For cover updates, you'll need to create a new campaign for the updated cover to display in your ad.



Archive campaigns

To archive an existing campaign:

  1. Go to the campaign manager.
  2. Find the campaign you want to archive.
  3. Check the box in the far-left column. Several buttons will appear at the top of the table.
  4. Click Archive.

If you archive a campaign, you won't be able to undo this action or restart the campaign. Instead, create a new campaign by clicking Copy in the Actions column in campaign manager.



Pause a campaign

To pause a campaign:

  1. Go to the campaign manager.
  2. Find the campaign you want to pause.
  3. Move the toggle in the "Active" column.

You can also click the checkbox next to the campaign and click Pause at the top of the campaign manager. You can restart the campaign any time before the end date.



Portfolios

Portfolios can simplify day-to day-campaign management in multiple ways:

  • Improved campaign organization. Group your Sponsored Product campaigns into portfolios.
  • Max budget caps. Campaigns inside a portfolio pause when the max portfolio budget has been met.
  • Streamlined billing. Detailed statements including your spend broken out by portfolio.

You can decide how to organize your Sponsored Product campaigns based on what's important to you and your advertising objectives. For example, you can create a portfolio for each of your titles, create portfolios for each of the genres you write in, or even break out your portfolios by targeting type (i.e. keyword targeting vs. product targeting).

Note: Portfolios offer support for Sponsored Products. They don't support Lockscreen Ads.


Portfolio management

How do I create a portfolio?
Go to the Campaigns tab in your Amazon Advertising account. Under "Portfolios," click + Create a portfolio.

Will my portfolios compete against each other and drive up my costs-per-click (CPCs)?
No.

Will I be able to move campaigns between portfolios?
Yes.

Can I move archived campaigns between portfolios?
No, currently archived campaigns are "read-only."

Can I archive a portfolio?
No, portfolios may not be archived.

Do I get reporting per portfolio?
Yes, when viewing your portfolio, you can export the data using the Export button. You can also add a Portfolios column to campaign manager by clicking Columns, then Customize columns. This data can also be exported using the Export button. Similarly, you can filter by a portfolio to see and export the corresponding data.

Can I generate a billing statement for each portfolio?
No. You will still receive one billing statement for the account. However, billing statements will reflect portfolio mapping at the time billing jobs run, which occurs on a rolling basis.


Portfolio settings

Can I connect one campaign to multiple portfolios?
No, a campaign may only be connected or within a single portfolio at any given time.

Do I have to set up a portfolio when I create a campaign?
No, portfolio creation is optional. Assigning a campaign to a portfolio is also optional.

Can I create a new portfolio during campaign creation?
No. At this time, you can only create a portfolio from campaign manager by clicking on Create a portfolio.

What happens when campaigns have no end dates but portfolios do?
The earlier of the two end date applies. By default, portfolios have no end date, unless manually assigned.

What happens to a campaign's historical data when it is added to a portfolio?
The campaign performance history stays at the campaign level.

Can I change a portfolio's end date at any time? Yes. You can extend or set an end date or choose to set no end date.


Budget caps

Can I set campaign budgets higher than portfolio budgets?
Yes, we encourage advertisers to set higher budgets for campaigns, so that the best performing campaigns can consume spends while ensuring advertisers don't exceed their overall desired spend.

Can I resume campaigns once a portfolio budget has been met?
Yes. To do so, the advertiser can remove the budget cap, increase the total budget or extend the end date based on their preference. Once the preferred action is taken, the campaigns will start delivering again.

What budget caps can I define for a portfolio?
You can set a budget cap by date range, i.e., spend $100 per day on the Peter Pan portfolio, then define a date range, i.e. spend $10K from January 1 to March 31. Once the portfolio budget is exhausted, the campaigns grouped in the portfolio will pause unless the budget is increased.

If I choose a date range portfolio, can I adjust the date range at any time?
Yes.


Billing statements

How does moving a campaign to a new portfolio affect the billing statement for the current billing cycle?
Billing statements will reflect portfolio mapping at the time billing jobs run, which occurs on a rolling basis.

When a campaign is moved to a new portfolio, do previously issued billing statements change?
No, there will be no change to billing statements that have already been issued. For example, if the "Wuthering Heights Automatic" campaign was in the "Holiday Campaigns Portfolio" and was moved to "On-going Campaigns Portfolio," all existing billing statements will still reflect the "Wuthering Heights Automatic" campaign in the "Holiday Campaigns Portfolio."

How are taxes handled in the billing statement?
The top of the billing statement shows a summary of portfolio charges, and below this the billing statement contains segments for each portfolio with a description of the charges for each campaign contained within that portfolio. Tax is calculated on the overall billing statement and not reflected in the portfolio summary section.

How are Lockscreen Ads and ungrouped Sponsored Products campaigns shown in the billing statement?
Lockscreen Ads and ungrouped Sponsored Products campaigns are shown as their own section within the billing statement, below the portfolio information.


Account management

I have multiple author accounts. If I want to move my campaigns into one single account, will I need to pause and restart my campaigns?
Yes, manually moving your campaign between accounts requires that you pause the original campaign and manually rebuild it in a new campaign.

Can I still keep my multiple author accounts if I want to?
Yes, you may keep your existing accounts. The goal of portfolios is to make it easier for you to have fewer accounts.


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