How to use bulk uploads, negative keywords, and advanced match types for Amazon Sponsored Products

1. Upgrading Your Approach to Amazon
Sponsored Products
+
HOW SELLERS CAN GET THE MOST OUT OF THE PROGRAM’S 3 NEW FEATURES

2. Logistics
Session Recording Will Be Sent Next Week
Q&A Following the Presentation
Submit Questions In the Chat Box to the Right
T O D AY ’ S S P E A K E R S
Rick Backus
CEO | CPC Strategy
Lindsey Green
Strategic Acct. Manager | Sponsored Products
Pat Petriello
Sr. Marketplace Strategist | CPC Strategy

3. OVERVIEW
• Founded in 2007
• Recognized as an Official Google Shopping Partner
• +300 Active Retail Clients
• Top 50 fastest growing company in San Diego 3 years
CLIENTS
About CPC Strategy
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration

5. Pat Petriello
Senior Marketplace Strategist
 Former member of Amazon Seller Services Team
 Former professional seller on Amazon.co.uk, eBay, Buy.com
 Lead architect for CPC Strategy’s Amazon Sales Acceleration Program
 Engineered & directed million dollar revenue stream on Amazon
Former Member of Amazon Seller Services Team
Former Professional Seller On:

6. Course Overview
• Using Negative Keywords to Exclude Low-Performing Searches
• Overview of Advanced Match Types
• How to Use a Bulk Operations File
• Use Cases for Each Feature
• Q&A

7. Negative Keywords

8. Negative Keywords
Exclude low-performing customer search terms
The best way to identify negative keywords is through the Search Term
Report. Look at the data in this report to determine which customer
search terms have received significant traffic but not performed well.
Refine your targeting to exclude less relevant terms or terms you do
not want associated with your products or brands
You may use negative keywords to keep your ads from displaying to
less relevant customer search terms or terms that you do not want
associated with your brand.
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9. Negative Keywords
Match type Example
keyword
Ads don’t show
on search terms
that contain
Excludes shopper
search terms like
these
Doesn’t exclude
shopper search
terms like these
Negative phrase boys shoes the complete
phrase or close
variations
Boys shoes, boys
shoes 10
shoes for boys,
boys red shoes,
shoes boys,
Negative exact boys shoes the exact phrase
or close
variations
boys shoes, boy’s
shoe
boys shoes 10

10. Negative Keywords
Add negative keywords to an ad group
1. Go to Advertising > Campaign Manager.
2. Select a campaign and then an ad group.
3. Go to Keywords, and then Negative
keywords.
4. Click Add ad group negative keywords
and then Add keywords.

11. Advanced Match Types

12. Advanced Match Types
Broad match
This match type offers your ad broad traffic exposure. A shopper’s search
query will match if it contains all the keyword terms or their synonyms. The
shopper’s search query can contain keyword or synonyms in any order.
Phrase match
The shopper’s search query must contain the exact phrase or sequence of
words.
Exact match
The shopper’s search query must exactly match the keyword in order for the
ad to show, and will also match close variations of the exact term.
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13. Advanced Match Types
Match type Example keyword
Ads can show on
search queries that
Matches to these
customer search
queries
Doesn’t match
these customer
search queries
Broad match boys shoes include misspellings,
synonyms, related
searches, and relevant
variations
boys shoes size 10,
waterproof boys
shoes, boys
footwear
Boys pants, mens
shoes
Phrase match boys shoes the phrase and close
variations of the phrase
boys shoes, boys
shoes 10
shoes for boys,
shoes boys, boys
red shoes
Exact match boys shoes the exact phrase and
close variations of the
exact phrase
boys shoes, boy’s
shoe
boys shoes 10

14. Advanced Match Types
Assign a match type to a keyword when you
add the keyword to an ad group.
1. Go to Advertising > Campaign Manager.
2. Create a new campaign, or select an
existing campaign.
3. Create an ad group, or select an existing
ad group.
4. Click the Keywords tab and then click
Add keywords.
5. Add a keyword and then select the match
type.

15. Bulk Operations

16. Bulk Operations
Add New Campaigns, Ad Groups, Ads (Products), or Keywords
If you have a large number of campaigns, keywords or ads you would like to
advertise, bulk operations is the most efficient way to do so.
Edit Existing Campaigns
Instead of updating your keyword bids or advertised products one-by-one in
Campaign Manager, you can download a .csv file of your campaign
information, make changes in the file, and then upload the file. You may
upload only the lines with changes, or upload the full file.
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17. 1
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Upload your file in .csv format.
Filter the Bulk File for more efficient data analysis.
Download an Active Listings Report for a list of all your active
products and SKUs.
Check for errors in your upload.
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Bulk Operations

18. Bulk Template

19. Downloading the Bulk File

20. Adding to Existing
Campaigns

21. Adding Ads (Products) to Existing Campaigns
Required Fields
• Campaign Name
• Ad Group Name
• SKU
• Status
Bulk operations provides an efficient way to add a large number
of ads (products) at one time by uploading a .csv file with your
SKUs.
When creating new ads to your bulk file you must add one line
per ad. All required fields listed to the right must be present in
each line when uploading new ads.
Example of how to

22. Adding Keywords to Existing Campaigns
Required Fields
• Campaign Name
• Ad Group Name
• Maximum Bid – only if it
should differ from Ad Group
bid
• Keyword
• Match Type
• Status
Bulk operations is a great way to add a large number of keywords
at one time by uploading a .csv file with the new keywords. You
must add one line per keyword you would like to add.
You may add keywords with broad, phrase, or exact match using
the Match Type column. If you are adding a negative keyword,
you may use negative exact or negative phrase as the Match Type.
Example of how to

23. Processing Report

24. Understanding the Processing Report
This shows the line number
where the error occurred. If
the same error impacted
multiple lines, we may only
show the first line number.
The error-code is a
reference number
for the specific error
that occurred.
The error-type shows
what type of error
occurred: fatal, error,
or warning.
The error-message provides a brief
explanation of why the error
occurred. You may review help
content for how to fix common errors.

25. Early Testing with Negative Keywords
 Spend efficiency is the big win here
 Great for ROI-focused sellers ; less vital for new product launches
 Using negative keywords to funnel searches across campaigns

26. Negative Keywords Use Case

27. • More granular search term targeting
 Big impact when traffic is seasonally high
• Again, this is a win for spend efficiency
Early Testing With Advanced Match Types

28. Running Shoes
Shoes for Running
Women’s Running Shoes
Running Shoes On Sale
Nike Running Shoes
Running Shoes
Early Testing With Advanced Match Types

29. Running Shoes
Phrase Match Keywords
Shoes for Running
Women’s Running Shoes
Running Shoes On Sale
Nike Running Shoes
Running Shoes

30. Running Shoes
Shoes for Running
Women’s Running Shoes
Running Shoes On Sale
Nike Running Shoes
Running Shoes
Broad Match Keywords

31. • Sponsored Products is now finally scalable, particularly for sellers
with large catalogs
• Allows for larger, more targeted campaign structures
• Rule-based bidding
Early Testing With Bulk Operations

32. Questions for Pat or Lindsey?
Submit your questions in the chat box on the right
cpcstrategy.com/retail-search-audit/
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Apply For A Free 60 min. Retail Search Audit
Lindsey Green
Strategic Acct. Manager | Sponsored Products
Pat Petriello
Sr. Marketplace Strategist | CPC Strategy