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Creating Media Plans & Ad Campaigns in Trellis

While Trellis has the ability to take over and manage bids for existing ads from Amazon, you can also create your own campaigns in Trellis! We always recommend creating ads within Trellis once your Amazon Ads console is connected to the platform as it will give you much more extensive options when it comes to customization and editing campaigns once they are already launched. 

How to Create a Media Plan

Whether you’re in the Merchandising Dashboard or the Advertising Dashboard, you will see an option on the right hand side of the screen saying Create Media Plan. Click here to get started:

Setup 

The first stage will be the initial Setup, this is where you will be able to name your Media Plan, add a tag to it if you wish to filter campaigns based on tag, and most importantly choose your ad strategy. 

  • Strategies: Ad strategies are pre-templated formats for your media plans that are specific to what you’re aiming to achieve. Across all media plans you will notice that they have pre-selected ACoS ranges and budgets that can be edited both in the creation and after creation of the campaign.
    • ACoS Range: An ACoS range is a specified range in which you’d like our algorithm to aim for for the Media Plan’s ACoS. The system will use the first 7 days the Media Plan is active to make minimal changes to the bids as it is in an experimentation phase to learn how the current bid reacts to ACOS ranges. After this time, you will see bids aim to achieve the ACOS range that is set for the Media Plan by raising or lowering bids depending on the performance of the bid. The higher the ACOS range, the more aggressive bids will be, whereas the lower the ACOS range, the more conservative with bids the algorithm will be.
    • Demand Generation: As it mentions, it aims to increase consumer awareness and demand for your products. This strategy offers extensive customization as it allows you to implement a funnel strategy when targeting and harvesting specific keywords. It offers a fair ACOS range of 20% - 40%.
    • Product Launch: Useful for launching any new products that you want to make a big impact with aggressive spend aiding its initial launch. This suggests an ACOS range of 30% - 60% as you would be more comfortable with a higher ACOS given its aggressive spend.
    • Optimize ACOS Profitability: As it suggests, the campaign is aimed to maintain ACOS profitability as it suggests a 10% - 20% ACOS range. This is useful for cases when you want to bid conservatively and aim to achieve a low ACOS. Typically this is recommended for more seasoned products with good performance.
    • Share of Voice: This strategy is useful for choosing a handful of keywords or targets (5 or less recommended) that you want to put all campaign spend towards. These can be keywords/targets that have historically performed really well or are simply ones that you want to make sure that you’re performing well on.
    • Segmented Strategy: Recommended for experienced users, this allows you to create your own set of bidding rules that make specific decisions based on specific conditions that you can set. Think of this as more manual intervention with rules you’ve created as opposed to our algorithm managing your bids completely. 
  • Ad Type: We support all Amazon ad types on Trellis. Here you can choose specifically which ad type you want to launch:

  • Select Products: Here you have the option to choose which products you would like advertised in your Media Plan. If you decided to create a media plan within the Advertising dashboard, then you are given the option to select which product category you would like to select from. If you had created a media plan from within a certain category, then the product category will already be preselected for you. Here you can filter products based on various metrics, as well as filter based off of inventory state. 
    • Note: If you are launching an SB campaign, you can choose products from any product category. 

  • Targeting: Here you can select your Targeting plan which allows you to customize how you’d like Trellis to manage your bids and harvesting behavior. There are two targeting strategies you can choose:
    • Funnel: This offers the most customization for how you’d like Trellis to harvest keywords. Here you have the option to input your Product Type, any related brands that you wish to be targeting, as well as specify the different attributes that describe your product such as size, color, material, etc. Specifying the product type and it’s attributes allows the engine to have a better understanding of how your product is described and improves it’s ability to harvest different keywords that describe your product.
      • For example: If your product type is coffee mug, and you describe it as white, small, and made of clay, the system may harvest keywords like “white coffee mug”, “small coffee mug”, “small white coffee mug”, or “small clay coffee mug”.
      • Your Additional Keywords: Here you can add any additional keywords that you want the system to specifically target and harvest match types for.
      • Your Additional ASINs: Here you can specify which additional ASINs you want to target, whether that be competitor ASINs to show up on their product listings or your own ASINs to help defend space on your product listings.
      • Search for Category Targets: Here you are able to specify the categories in Amazon (or Walmart) that are relevant to your product. For example: if you are advertising coffee mugs, you can consider targeting “coffee” or “novelty coffee mugs”. 
    • Manual: The Manual targeting method, as it suggests, allows you to manually choose which keywords and targets you want to target. Here you can specify the Keywords, ASINs, and Category Targets that you want to target. In a Share of Voice strategy, for example, the Manual targeting strategy is used as you can put in the handful of keywords and ASINs that you wish to target without any explorative harvesting like you’d see in a Funnel strategy. 
  • Advanced Settings: These settings are extensive, so we'd recommend reading through this additional Knowledge Base article here: (INSERT LINK ONCE BUILT)
  • Review: Here you are given the full summary of the campaign has been constructed and given the opportunity to check and make sure everything looks correct. If everything looks good, you can then click Activate to launch your Media Plan.