Smart Creation: Use Xnurta AI to create new campaigns

Lastest updated: 2024/2/23

1. Function Introduction

Smart Creation applies Xnurta' algorithmic capabilities to recommend budgets, target ACOS, targeting, etc., helping you quickly create ads in bulk. Currently, it supports SP Sponsored Products, SB Sponsored Brands, and SD Sponsored Display ads.

The main function of Smart Creation is to quickly build a reasonable ad structure for you. The targeting recommended by the system is for reference. It is recommended that you use your accumulated keyword library and negative keyword library (which can be updated by clicking on the delivery) so that the ad campaign has a good foundation from the start.

2. Usage Scenarios

When multiple ASINs need to create ad campaigns in bulk, Smart Creation can complete ad creation in 5 steps.

3. Usage Conditions

Supported marketplace: United States（US）,Mexico（MX）,Canada（CA）,Brazil（BR）,Japan（JP）,Australia（AU）,United Kingdom（UK）,France（FR）, Germany（GE）, Spain（ES）,Italy（IT）,India（IN）,Turkey（TR）,United Arab Emirates（AE）,Saudi Arabia（SA）

4. How to Use

Smart Creation function entry: Smart Center - Smart Creation, where you can select SP, SB, or SD ad types.

Enter the Smart Creation menu and click [Create]

Select the ad type to start the Smart Creation process. For SP ads, if you need to create 20 or more parent ASINs at a time, you can contact your Customer Success Manager to enable this feature.

4.1 SP Ad Smart Creation

  Step 1: Select promoted products 

Note that the list only shows products that are in stock and are enligible for advertising.

When selecting multiple parent ASINs or ASIN groups, two options will appear at the bottom of the page, where you can choose to split by ad campaign or ad group:

• When splitting by ad campaign: Applicable when the budget is sufficient. After selecting, your promoted products will be promoted in the form of ad campaigns, with multiple parent ASINs independently creating ad campaigns, that is, a set of ad campaigns will be generated for each ASIN, with only one ad group under each ad campaign.
• When splitting by ad group: Applicable when the budget is limited. After selecting, your promoted products will be promoted in the form of ad groups, with multiple parent ASINs existing in the ad campaign as ad groups, that is, there are multiple ad groups under one ad campaigns, and the number of ad groups = the number of selected ASINs.

  Step 2: Set the objectives  

You can set your bussiness goal, target acos and daily budget according to the life time and historical data of your products. Know more about objectives: Use Xnurta AI to optimize existing ad campaigns

  Step 3: Select ad targeting strategy

Based on the daily budget, the system will give a recommended strategy by default (checked means default recommendation). Sellers can select strategies, and there is no limit on the number of strategies in this step.

  Step 4: Select ad structure  

The system will automatically recommend the optimal ad structure for you.

Currently, the system supports three different ad structures: exact structure, standard structure, and group structure, where:

• Exact structure: One targeting per ad campaign. The number of ad campaigns is determined by the number of targeting options. Applicable when budget is sufficient.
• Standard structure: Each ad group has only one match type. In most cases, one ad campaign has only one ad group. Keywords matching for competitor and brand intent are relatively special, with one ad campaign and three ad groups. The number of ad campaigns is determined by the number of strategies.
• Binary structure: At most two ad campaigns, one automatic and one manual. All selected strategies are in the form of ad groups under the manual ad campaign.

If you select two or more parent ASINs, the exact structure is not supported by default, because in extreme cases, 1K+ campaigns can be created at a time, exceeding the current technical limit.

The availability and default selection of standard structure and group structure are determined by the budget and the number of ad campaigns. If the budget for each ad cannot meet the CPA, only the group structure can be selected. If the budget is sufficient, the standard and exact structures can be selected.

  Step 5: Preview and confirm 

On the preview and confirmation page,you can perform the following operations.

Targeting delivery has three sources: Xnurta suggested targeting, custom input, keyword list and adding from labels, to meet customer configuration needs.

If you enable AI management, you can perform more AI management settings. For an explanation of AI management, see: 

4.2 SB Ad Smart Creation

Compared to regular SB ad creation, Smart Creation has the following improvements:

• Create one ad campaign at a time --> Bulk create multiple ad formats and multiple landing pages based on the promotion objective
• Manually set budgets, targeting, creatives, etc. during the creation process --> Xnurta automatically recommends budgets, targeting, and creative titles and products based on ad formats and landing pages
• Need to manually add AI optimization after creation --> Automatically enter AI management after smart creation is completed

  Step 1: Select Ad Formats

First, Amazon's SB ad formats are divided into three types: Brand Store Spotlight, Product Collection, and Video. Each ad format can choose to land on the store page or product collection page (except for Brand Store Spotlight, which only lands on the store page).

Xnurta divides ad formats into promoting stores and promoting products based on the merchant's promotion objective. Ad formats that choose to promote stores are configured with store sub-pages, while ad formats that choose to promote products select products as collection pages, reducing the difficulty of understanding. The ad formats here represent the distinction between promoting stores and promoting products, and the same applies below.

Multiple ad formats can be selected, and multiple landing pages can be configured under each ad format, improving creation efficiency.

When selecting multiple products as product landing pages, Xnurta will recommend best-selling and potential products in the store to help with selection.

Step 2: Set the objectives

Xnurta' main promotion objectives for merchants are product conversion metrics, divided into maintaining stability, driving growth, and event volume increase based on scenarios. Different scenarios will have differences in recommended daily budget and ACOS. This page will automatically recommend suggested daily budget and target ACOS. The default AI personality is 3, which can be adjusted according to needs. For an explanation of AI personality, see: Use Xnurta AI to optimize existing ad campaigns

Step 3:  Select ad targeting strategy

Xnurta categorizes targeting intent into brand awareness, traffic attraction, product conversion, and brand defense, covering brand, competitor, effect, and expansion targeting. This page will automatically recommend targeting strategies.

Which targeting intents are recommended is determined by the ad formats and landing page types selected by the customer, and the targeting strategies are specifically differentiated in keywords and product targeting.

The number corresponding to the targeting strategy represents the number of landing pages for the ad format under that strategy, that is, the number of ad campaigns. Customers can expand to view or edit the corresponding ad formats.

If customers need to select other strategies, they can also re-check them.

Step 4: Set ad Creatives

Each landing page of Amazon SB ads needs to be configured with creative materials.

Xnurta shares common materials to reduce repetitive operations, recommends titles (docking with Amazon's AI recommendation interface), and automatically displays best-selling ASINs (sorted by product order quantity).

Step 5: Preview and confirm

Preview the bulk-created ad campaigns, and automatically generate ad campaign names. View or adjust the targeting, budget, bids, etc. of each ad campaign. After confirming, click Create to complete the creation.

Management groups are enabled by default, and management groups will automatically adjust and optimize ad campaigns according to the set daily budget, target ACOS, and AI personality.

If you enable AI management, you can perform more AI management settings. For an explanation of AI management, see: Use Xnurta AI to optimize existing ad campaigns

4.3 SD Ad Smart Creation

Step 1: Select products

When selecting multiple parent ASINs or ASIN groups, two options will appear at the bottom of the page, where you can choose to split by ad campaign or ad group.

When splitting by ad campaign: Applicable when the budget is sufficient. After selecting, your promoted products will be promoted in the form of ad campaigns, with multiple parent ASINs independently creating ads, that is, a set of ad campaigns will be generated for each ASIN, with only one ad group under each ad campaign.

When splitting by ad group: Applicable when the budget is limited. After selecting, your promoted products will be promoted in the form of ad groups, with multiple parent ASINs existing in the ad campaign as ad groups, that is, there are multiple ad groups under one ad, and the number of ad groups = the number of selected ASINs.

Step 2:  Set the objectives

Xnurta will recommend a scientific target ACOS, budget value, and budget range based on the store's operating conditions, selected products, marketing objectives and other historical data. When selecting more than 1 parent ASIN or ASIN group, Xnurta provides 2 options:

Set a common target and total budget for all parent ASINs: That is, all parent ASINs will share the same target ACOS and budget.

Set targets and budgets separately for each parent ASIN: Each parent ASIN can set its own target ACOS and total daily budget.

Step 3: Set ad intents

You can choose the core metrics for ad optimization, where each ad optimization core metric corresponds to an ad intent, such as impressions for brand awareness, click-through rate for traffic attraction, driving purchases for ACOS, and impressions for defense. When [Set targets and budgets separately for each parent ASIN] is selected in the previous step, ad intents also need to be set separately for each parent ASIN in this step.

Step 4:Select ad targeting strategy

Based on Xnurta' accumulated strategy library that meets different objectives, combined with the previously set ad objectives and intents, Xnurta will automatically generate a set of ad strategies that you can directly apply and generate ad campaigns, or freely combine and modify. It should be noted that the number of strategies selected will be limited by the budget. If you want to select more strategies, it is recommended to increase the budget. When [Set targets and budgets separately for each parent ASIN] is selected in step 2, strategies also need to be set separately for each parent ASIN in this step.

Step 5: Preview and confirm

On this page, you can [Set Ad Combination], [Xnurta Smart Identification Self-Naming], modify the budget and targeting of ad campaigns under each intent, and choose whether to check the corresponding ad campaigns. You can switch between [Structure View] and [Table View] to view ad campaigns. Click [Create] to complete the creation.

After completing all ad settings, for each group of ads, you can choose whether to enable AI management. In the More Settings, you can choose whether to perform automatic targeting harvesting, budget optimization, and whether to enable ad tagging. For an explanation of AI management, see: Use Xnurta AI to optimize existing ad campaigns

V. FAQ

How to understand the logic behind budget and target ACOS recommendations?

First, the budget and target ACOS are derived from the store's historical data and are influenced by the type of promotion objective. In the historical data accounting process, SB calculates separately according to the granularity of different ad formats. The recommended daily budget and target ACOS correspond to the ad format. Note that the budget will affect the selection of ad targeting, so it is not recommended to go below the minimum recommended budget.

How to understand the recommendation of targeting strategies?

First, Xnurta has established keyword libraries and product tag libraries for targeting strategies for different intents. The targeting strategy libraries will be recommended according to different ad formats, which are the number of strategies presented on the page. If customers need to adjust the targeting strategy, they can re-check.

What is automatically recommended and what needs to be manually selected in SB Smart Creation?

First, users need to manually select the promotion object (i.e., ad format and landing page). Xnurta will automatically recommend promotion objectives and targeting strategies. Users need to manually upload the displayed creative materials. After completion, ad campaigns will be automatically created in bulk.