How to Use Amazon’s PPC Bulk Operations for Campaign Management
Amazon’s PPC Bulk Operations feature allows sellers to efficiently manage multiple campaigns, keywords, and bids at scale. Instead of making manual adjustments within the Amazon Advertising Console, sellers can download, edit, and upload a bulk spreadsheet to streamline campaign optimization, keyword adjustments, bid updates, and budget changes.
Understanding Amazon PPC Bulk Operations
Bulk Operations is a spreadsheet-based campaign management tool that helps advertisers:
•Edit multiple campaigns, ad groups, and keywords simultaneously.
•Adjust bids and budgets efficiently.
•Pause or enable keywords and ads in bulk.
•Optimize product targeting and placements at scale.
This tool is particularly useful for sellers managing large accounts with multiple PPC campaigns across Sponsored Products, Sponsored Brands, and Sponsored Display ads.
How to Access Amazon PPC Bulk Operations
1.Go to the Amazon Advertising Console.
2.Click on Bulk Operations in the left-hand menu.
3.Select “Create a Bulk File” and choose your preferred time range (e.g., last 30 days).
4.Choose the campaign types you want to include (Sponsored Products, Sponsored Brands, Sponsored Display).
5.Click Download to get the Excel spreadsheet.
How to Edit the Bulk Operations File
Once the bulk file is downloaded, you’ll see a spreadsheet with different columns for Campaigns, Ad Groups, Keywords, Bids, Budgets, and Product Targets. Each row represents a different entity within your Amazon PPC campaigns.
Key Columns in the Bulk File
•Campaign Name: The name of your PPC campaign.
•Campaign Status: Indicates whether the campaign is enabled, paused, or archived.
•Daily Budget: The current daily budget for the campaign.
•Ad Group Name: The specific ad group within a campaign.
•Max Bid: The bid amount set for a keyword or target.
•Keyword or Product Targeting: The keyword, ASIN, or category the ad is targeting.
•Match Type: Specifies whether the keyword is broad, phrase, or exact match.
•Bid Placement Adjustments: Adjustments for placements like Top of Search or Product Pages.
Common Bulk File Edits and How to Make Them
1. Adjusting Bids for Keywords and Product Targets
•Locate the Max Bid column.
•Increase bids for high-converting keywords.
•Decrease bids for low-performing or high-ACOS keywords.
•Save and upload the updated file.
2. Changing Daily Budgets for Campaigns
•Find the Daily Budget column.
•Increase budgets for profitable campaigns with high ROAS.
•Reduce budgets for underperforming campaigns to optimize spending.
•Save and re-upload the file.
3. Adding or Pausing Keywords in Bulk
•Add new keywords in the Keyword or Product Targeting column.
•Set a starting bid for each keyword.
•Change the Keyword Status to Paused if you want to stop targeting certain keywords.
•Save the file and re-upload it to Amazon.
4. Adjusting Placement Bids for Better Visibility
•Locate the Bid Placement Adjustments section.
•Increase Top of Search placement for high-performing campaigns.
•Reduce Product Page bids if conversions are low.
•Upload the file to apply the changes.
Uploading the Edited Bulk File Back to Amazon
1.After making the necessary adjustments, save the file in .xlsx or .csv format.
2.Go to Bulk Operations in the Amazon Advertising Console.
3.Click Upload Bulk File and select your edited file.
4.Submit the upload and wait for Amazon to process the changes (this may take a few minutes to several hours).
5.Once uploaded, check for any errors in the Processing Report to ensure all changes were applied correctly.
Best Practices for Using Amazon PPC Bulk Operations
1. Always Keep a Backup of Your Original Bulk File
Before making changes, save a copy of the original file in case you need to revert to previous settings.
2. Filter Data to Make Targeted Edits
Use Excel filters to quickly find high-ACOS keywords, paused campaigns, or low-performing ad groups.
3. Use Incremental Bid Adjustments
Avoid drastic bid changes—adjust bids by 10-15% at a time to prevent major performance swings.
4. Regularly Update and Optimize Your Bulk Files
Schedule bulk file updates weekly or bi-weekly to keep your campaigns optimized without excessive manual work.
5. Use Bulk Operations for Seasonal and Promotional Adjustments
During peak shopping seasons like Black Friday, Prime Day, and holiday sales, use bulk files to increase budgets, bids, and launch new campaigns efficiently.
Final Thoughts
Amazon’s PPC Bulk Operations is a powerful tool that saves time and improves campaign efficiency. By editing keywords, bids, budgets, and placements in bulk, sellers can manage large-scale PPC campaigns more effectively. With regular analysis, strategic bid adjustments, and proper campaign structuring, Bulk Operations can help drive better return on ad spend (ROAS) and overall advertising success.