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Campaign Builder

Campaign structure you can repeat.

A separate workspace for creating campaigns, built around the targeting patterns Amazon actually offers.

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Workspace
Campaign Builder, in the App
Ad products
Sponsored Products, Brands, Display
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Every campaign is created paused

Every pattern is a deliberate choice.

Discovery, control, and defense are different jobs. Naming the pattern first keeps the resulting campaign readable to whoever manages it next.

Sponsored Products

Automatic discovery through to tightly controlled keyword and product targeting.

  • Automatic
  • Automatic bulk
  • Keyword · Exact
  • Keyword · Phrase
  • Keyword · Broad
  • Product targeting
  • Category targeting

Sponsored Brands

Image and video creatives across the same targeting patterns.

  • Image · Exact
  • Image · Phrase
  • Image · Broad
  • Image · Product
  • Image · Category
  • Video · Exact
  • Video · Phrase
  • Video · Broad
  • Video · Product
  • Video · Category

Sponsored Display

Contextual and remarketing placements for image and video creatives.

  • Image · Contextual product
  • Image · Contextual category
  • Image · Remarketing
  • Video · Contextual product
  • Video · Contextual category
  • Video · Remarketing

Ad type

  • Sponsored Products
  • Sponsored Brands
  • Sponsored Display

Targeting pattern

  • AutomaticLet Amazon find the queries first
  • Automatic BulkOne automatic campaign per bid, to test a range
  • Keyword · ExactControl the query you already know converts
  • Keyword · PhraseKeep the order, widen the edges
  • Keyword · BroadDiscovery, with negatives doing the work
  • Product TargetingBid on the ASINs you want to sit beside
  • Category TargetingWhole shelves, refined by brand and price
One pattern per campaign, chosen before anything is built. Sponsored Brands and Display offer their own patterns, including remarketing and contextual for Display.

How a build comes together.

  1. 01

    Choose the pattern

    Start from the targeting pattern you intend to run, from automatic discovery to exact keyword or product targeting.

    You now haveSP · Exact · keyword targeting

  2. 02

    Select the products

    Work from the products in the seller profile you are building for, rather than a list pasted from elsewhere.

    You now have3 ASINs, one Product Group

  3. 03

    Set the structure

    Each selected ASIN gets its own campaign for the pattern, holding one ad group. Three ASINs on an exact keyword pattern is three campaigns, not three ad groups inside one — so each has its own budget, its own bids and its own numbers to read.

    You now have3 campaigns · one ad group each

  4. 04

    Review before it exists

    The build is summarized before anything is created, and every campaign it creates arrives paused.

    StillNothing created yet

Why it is not inside Ads Manager

Creation and review use different mental models. Ads Manager filters existing work by profile, date, and product; Campaign Builder starts something new.

Ads Manager

What happens after launch

Once a campaign is running, its performance, search terms, and any rule-driven change are read back in the review surface and in Automation.

Automation

Campaign Builder

One template. Every campaign type. One button.

Building a campaign in Amazon is four screens of typing, each one waiting on a page load, and you do it again for every pattern and every ASIN. Here the whole structure is written first and sent in one action, paused, for you to check.

  1. 1Campaign and productAd type, pattern, and the product it advertises
  2. 2TargetingRecommended or pasted, with bid and budget
  3. 3CreativeAmazon product creative, image, or video
  4. 4Review and createRead it back, then send it to Amazon

It fills in what you would have typed.

Targets, match types and headlines are proposed from the Product Group's own advertising history, not from a generic keyword tool. Campaign and ad group names, bid and budget come filled in and stay editable. You read it back and press Create.

It will not rebuild a target you already run.

Two campaigns bidding on the same keyword bid against each other with your money. Before it creates anything, the builder matches every proposed target against what already exists and drops the duplicates.

One Product Group, one template, the whole structure.

Pick the group, pick the template, and every campaign type it covers is written for every selected ASIN at once. Independent campaigns, named consistently, all created paused.

  1. ASIN one1 pack
  2. ASIN two2 pack
  3. ASIN three3 pack

One Campaign Set templateThe campaign types it covers, the bids, the budget, and where targeting comes from

  1. Sponsored ProductsAutomatic, exact, phrase, broad, product, category
  2. Sponsored BrandsImage and video, keyword and product
  3. Sponsored DisplayContextual and remarketing
  4. Every selected ASINOne campaign per pattern, per ASIN
Independent campaigns, named consistently, created paused. Placement is not expanded into a campaign of its own.
ProductPatternCampaign nameTargets
Salmon-4oz-1pAutomaticSalmon-4oz-1p | SP | Auto | Sales4 targets
Salmon-4oz-1pExact MatchSalmon-4oz-1p | SP | EM | Sales22 targets
Salmon-4oz-1pProduct TargetingSalmon-4oz-1p | SP | PT | Sales9 targets
Salmon-4oz-3pContextual ProductSalmon-4oz-3p | SDI | PT | Conversion7 targets
Salmon-4oz-3pKeyword ExactSalmon-4oz-3p | SBI | EM | Sales10 targets
and 23 more, across Sponsored Products, Brands and Display
Illustration — Names, SKUs and figures are invented; the structure is the product's.

And it tells you what deserves a campaign next.

Queries and ASINs that already convert are collected as Creation proposals, each one stating the campaign type it needs. Send it into an existing ad group, or let the builder create the campaign for it.

Each one names where the evidence came from

  • Search termsWhat your own campaigns already ran
  • TargetingThe keywords and product targets in place
  • Search Query PerformanceAmazon's report on the queries this ASIN converts on
  • CatalogThe products themselves, and how they relate

Everything Amazon lets you build.

One builder for all three ad products, with the creative each of them takes and the audience controls Display needs: remarketing or contextual, conversion or reach, and the lookback window on each audience.

  • Sponsored ProductsAutomatic, Automatic Bulk, keyword exact, phrase and broad, product and category targeting
  • Sponsored BrandsImage and video creative, keyword and product targeting
  • Sponsored DisplayContextual and remarketing, conversion or reach, image and video

Creative can be Amazon's own product creative, your image, or a registered video asset, and you see the full-width preview before anything is sent.

Build the next campaign from a pattern.

Connect a seller profile, choose the targeting pattern, and keep the structure consistent across builds.

Create accountCampaign Builder docs