Goal: To show you how to create Sponsored Brand headline search ads (HSA) using Amazon’s bulk operations. We will walk you through an example use case using sample data and show screenshots of the spreadsheet we will use.
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Sponsored Brand Ads give you an excellent opportunity for visibility by showing off your products and general images that convey your brand the way you want. Setting up your Sponsored Brand Ads using bulksheets is relatively straightforward.
Sponsored Brand Ads give you as a seller to show off your brand page, otherwise known as Amazon stores.
Spreadsheet Columns For Creating Sponsored Brands Ads (Headline Search)
20 Columns are required to create Sponsored Brand Ads for headline search:
- Product (Sponsored Brands)
- Entity (Campaign, Keyword)
- Operation (Create)
- Campaign ID (Campaign name)
- Campaign Name (Campaign name)
- Start Date (yyyymmdd)
- State (enabled)
- Budget
- Budget Type (daily, lifetime)
- Landing Page ASINs
- Brand Name
- Brand Entity ID (Format: ENTITY______ )
- Brand Logo Asset ID (Format: amzn1.amzn1.assetlibrary.asset1._____:version_v1)
- Creative Headline
- Creative ASINs (Enter 3 ASINs that you want to be displayed on the ad)
- Bid Optimization (auto, manual)
- Bid Multiplier
- Bid (Must be greater than or equal to 0.10)
- Keyword Text
- Match Type (exact, phrase, broad)
Using Bulksheets to Create Sponsored Brand Ads
The bulksheet creation process for Sponsored Brand ads is simple. Sponsored Brand Ads are more about the creatives in terms of copywriting and images that you use to communicate your brand in a useful and exciting way. Amazon has articles to get you started on this process here.
While the actual bulksheet is simple, the next topic of discussion is the adjustment of bids on a regular basis. This process can be expedited by utilizing Amazon’s Bulk Operations.