Amazon advertising in India requires a Seller Central account with the Professional selling plan. This guide walks you through creating your first campaign step by step — from accessing the Advertising Console to monitoring your first week of results.
Accessing the Amazon Advertising Console
Log into Seller Central → click ‘Advertising’ in the top navigation → choose ‘Campaign Manager.’ You will be taken to the Amazon Advertising Console. This is where all your campaigns live. The first time you access it, you may need to set up your advertising account by accepting the Advertising Agreement and entering your billing details (Amazon deducts ad spend from your seller account balance).
Creating Your First Auto Campaign
- In Campaign Manager, click ‘Create campaign’
- Choose ‘Sponsored Products’ (this is your starting ad type)
- Campaign name: use a consistent naming format — [Product Name] — Auto — [Date]. Example: Steel Water Bottle — Auto — Mar2026
- Start date: today. End date: no end date (runs continuously)
- Daily budget: ₹500 (start here — you can adjust after 7 days of data)
- Campaign bidding strategy: Dynamic bids — down only (safer for beginners)
- Ad group name: same as campaign for simplicity
- Products: select the ASIN you want to advertise
- Targeting: Automatic targeting (the Auto campaign)
- Default bid: ₹6. This is a starting point — you will optimise based on data.
- Click ‘Launch campaign’
Creating a Manual Exact Match Campaign (Week 2)
After 14 days of Auto campaign, download your Search Term Report (Reports → Advertising Reports → Search Term Report). Filter for: Clicks ≥ 5 AND Orders ≥ 1. These are your proven converting keywords. Create a new Manual campaign, Ad group targeting = Keyword targeting, Match type = Exact. Enter these converting keywords with bids 15–20% higher than your Auto campaign default bid.
The First 30 Days — What to Expect
Week 1: High spend, low conversions. Normal. The algorithm is learning your product. Week 2: Conversions begin appearing. ACoS will be high (40–60%). Normal for launch. Week 3–4: Conversion rate improves. ACoS begins declining. Start adding negative keywords from non-converting search terms. By Day 30, you have real data to make optimisation decisions.
Frequently Asked Questions
How much should I spend per day on Amazon PPC India as a new seller?
₹400–₹600 per day for an Auto campaign. This generates enough clicks and impressions to collect meaningful data within 14 days. Less than ₹200/day and the data accumulation is too slow to make meaningful optimisation decisions. More than ₹800/day on a brand-new auto campaign before you have converting keyword data is wasteful.
When should I pause non-performing keywords in Amazon PPC India?
Pause keywords that have: 20+ clicks AND zero conversions. These are keywords that people click but do not buy from — they are costing you money without generating revenue. Also add these to your negative keyword list so they don’t trigger your ads in auto campaigns.
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