You’re on Amazon to help more people learn about your company, purchase from it, and interact with it. Every aspect of your brand is significant, from your logo to your backstory to your top-selling items.
Sponsored Brands may help you communicate a strong, on-brand narrative in addition to helping you build your audience. You have complete control over the design and meaning of your advertising, ensuring that they appropriately represent your brand and provide customers with a reliable, interactive experience. And that is where Sponsored Ads come in
We’ll show you all you need to know about Sponsored Brands in this guide, so you can connect your brand, product selection, and narrative with buyers all around the world shopping for similar items.
What are Sponsored Brands?
Sponsored Brands are fully customized advertising that includes your logo, a unique headline, and a variety of items.
These advertisements display prominently in shopping results and product detail pages, assisting in the discovery of your brand by people looking for similar goods.
How can Sponsored Brands help Grow your Business?
Keep in mind that more than a quarter of customers buy across numerous brands, so you can utilize Sponsored Brands to help shoppers discover your brand while they explore Amazon goods, and to keep your brand front of mind so they can come back and shop for it in the future.
Improve Visibility: Ads are keyword and product targeted, pay per click, and can display in prominent locations such as the top of and inside shopping results, as well as on product detail pages.
Make your brand stand out: Customized and rich creatives can assist you in telling a brand-specific tale.
Increase Traffic: Shoppers may be sent to a specific product detail page, a customized landing page with a selection of your items, or your Store via ads.
Develop Brand Loyalty: By tying your Sponsored Brands ad to your Store, you may assist increase repeat purchases by allowing consumers to discover new goods in your catalog that they might be interested in.
How to best promote your brand using Sponsored Brands?
Now that we’ve covered the basics of Sponsored Brands, let’s take a look at the many rich creatives you may use. Sponsored Brands isn’t auto-generated, and it comes in a variety of ad forms, each with its own set of options.
This means you can develop ads that best represent your company and have complete control over how you communicate your company’s story on Amazon.
There are majorly 3 ways in which you can promote your brand using Sponsored Brands
You may advertise several goods from a landing page or lifestyle photographs of your choice when picking a product collection. Ads with rich custom pictures that communicate your business narrative can interest customers browsing on Amazon.
Custom photos might feature visuals of your business, your product in use, or in context, and can assist to increase interaction. You’ll be prompted to choose a landing page and at least one product to include in your creative after you’ve chosen your product collection.
Your store and a new landing page are two possibilities for landing pages. Amazon assists in the promotion of your deals in these creatives by showing a new CTA with a deals message.
When you choose a product landing page, it will include a link to your Store, if available. To provide an end-to-end branded experience, the page also contains lifestyle pictures from the commercial.
To assist buyers to explore your complete product assortment and brand, we recommend connecting to your Store.
For your campaign to be active, you must have at least one ASIN that displays the highlighted deal if you choose Stores as your landing page. The goods you want to promote must be available in the Store already.
Sponsored Brands provides a landing page for KDP Authors and Book Vendors that gives a comprehensive brand experience for book discovery and the Amazon purchase journey. With features like highlighted books, reviews, a synopsis, and other metadata about the ASIN, your advertising’ landing page allows book customers to browse and make decisions. Where applicable, the page will also include lifestyle photography from the ad, as well as a link to your Store.
Stores spotlight (beta)
You spent time and work curating and optimizing your brand’s online store. Sponsored Brands now allows you to use your Store and include Store pages in your creatives, making it easier for buyers to find the many product categories offered in your Store. In your Sponsored Brands campaign, you may feature up to three Store sub-pages, each with its own headline, image, and label.
To be qualified, the Store must have at least three sub-pages, each with a different product. The Sponsored Brands creative will be pre-selected for the first three sub-pages of your Store page, but you may modify which sub-page you wish to promote. You’ll also be able to add a unique headline, choose a brand logo, and alter the labels and graphics that represent your campaign’s sub-pages.
Tip: Your Amazon store must have at least four pages, each with one or more unique goods.
Sponsored Brands video
In shopping results, Sponsored Brands video is a new ad style that displays auto-playing video. Your 6–45 second video advertisements appear on mobile and desktop, and they appear for specific keywords related to your product. When customers click on the video, they are sent to the product detail page, where they may learn more about the item and purchase it.
While you may design your video campaign, in the same manner, you do other Sponsored Brands campaigns, video has its own ad placement and bidding. This implies that a Sponsored Brands video will not compete with your Sponsored Brands advertisements or any other sponsored ads you may have.
How to create your own Sponsored Brands Campaign?
A Step-By-Step Guide to help you build your campaign
Step 1: Establishing your goal for the campaign
It’s crucial to determine what business goal you want to achieve through advertising before you start creating a campaign. Setting your target ahead of time can help you better assess and analyze the success of your campaign later.
Step 2: Creating the campaign
To begin developing a Sponsored Brands campaign, log in to your advertising account. Click the ‘Create campaign’ button in your dashboard and select Sponsored Brands.
Step 3: Selecting campaign settings
- Campaign name: Because the campaign name is only visible to you, use a name that is easy to remember and includes information about the promoted items (ASINs) and targeting strategy. For example, if you develop a Q2 campaign to promote three of your coffee cups using keyword targeting, you may call it ‘Q2_keyword_coffeemugs.’
- Start and end dates: We recommend that you run your campaign indefinitely. Unless you’re doing seasonal ads, this will allow you to start generating traffic right away and help buyers find your business on Amazon all year round.
- Budget: During campaign development, you have the option to pick your daily budget and adjust it at any moment. Your advertisements won’t be eligible to run until midnight when the daily budget resets if a campaign has run out of funding for the day. Setting a daily budget that is high enough to keep your advertising visible throughout the day is recommended.
A daily budget is a daily amount you’re willing to spend over the course of a month. This implies that ad expenditure on any particular day may exceed your daily budget, but the average daily spend for the month will not.
Step 4: Picking the Ad Format
Ad formats are templates that assist you in creating an ad based on the product or service you wish to market. We have the 3 Ad formats :
- Product Collection
- Store spotlight
- Sponsored brands video
Landing page: When customers click on your ad, they are transported to a landing page. When shoppers click on your logo or byline, you have two options for where you want them to go when they click on Sponsored Brands: your Store or a new landing page.
When you choose ‘Product collection’ as your ad format, this option is available.
Step 5: Choosing the right products
Select the goods you wish to market from the list of eligible products provided from your catalog. At least three goods must be included (but no more than 100).
We recommend picking goods from the same category or with related keywords for the best results. This will allow you to build up your targeting approach as precisely as possible, while also ensuring that it is appropriate for all of the items you’ve chosen for your campaign.
Step 6: Setting up your ad in preview
Make sure you’re satisfied with how you customized your ad using the built-in ad preview tool.
- Brand name and logo: For your logo, choose a 400×400 pixel image that is under 1 MB in size. Unless you have the legal authority to use the promoted brand’s logo, your brand logo must be your brand’s registered logo and not that of the brand you’re promoting.
- Headlines: Consider headlines as an opportunity to communicate a brief but vital narrative about your company. Make sure your language is succinct and benefits-focused, and that your brand message is portrayed.
- Custom Images: You may engage shoppers browsing on Amazon with advertisements that contain vivid custom images to communicate your brand narrative with custom images in Sponsored Brands. Custom images might feature visuals of your business, your product in use, or in context, and can assist to increase interaction. In this beta, ads may include a personalized picture, logo, and/or items.
- Products: Change the order in which your ad’s chosen products are displayed.
Step 7: Choosing the right targeting tactic
You have two ways to proceed for targeting options
Keyword targeting: You should pick keywords to help your items appear in shopping inquiries using keyword targeting. When you know the shopping terms that customers use to look for items comparable to yours, you may employ this method.
Tips for Keyword targeting :
- Include at least 25 keywords in your campaigns, and depending on your goals, use a mix of match types – broad, phrase, and exact. Broad match provides you the most traffic exposure, however, phrase and exact match can help you target your advertising more precisely.
- If you want a certain term to appear in every wide-matched keyword, put a broad match modifier before the word with a ‘+’ sign. For example, if you use the wide match term ‘+men shoes,’ the ad will only match searches that contain the word ‘men.’ The ad will appear when you search for ‘men sneakers’ or ‘running shoes for guys,’ but not for ‘running shoes.’
- More than a quarter of customers shop at different stores. This means it’s critical to compete against both category-level and branded shopping inquiries (searches that include your brand name and product names, or variants) so you can assist buyers to learn about and connect with items on Amazon.
- To prevent your advertisements from showing on shopping results pages that don’t fulfill your performance goals, add negative keywords or products/brands to your campaigns.
Product targeting: product targeting allows you to target your advertising to certain categories or items; categories may be further refined by brand, price range, or review scores.
To help maximize reach and coverage, we recommend incorporating both of them in your advertising campaign.
Step 8: Choosing your bids
Begin with the default bid and change as needed depending on results. The more competitive your bid, the more likely it is that your ad will be displayed. The amount you should bid is determined by the campaign’s business aim.
When your ad is more likely to result in a sale, campaigns may automatically boost your bid in real-time without exceeding your daily budget amount over a 30-day average. When your bid is less likely to sell, it may be automatically reduced.
Step 9 (Final Step) : Add negative targeting
For keyword targeting, you have the negative keyword option, and for product targeting, you have the negative product and brand option.
Negative targeting stops your advertising from showing up on certain shopping results or detail pages that don’t satisfy your performance targets. This might help you narrow down your target audiences and increase your return on ad expenditure (ROAS).
Budgeting and Bidding
Advertisers that for the first time boost the daily budget of their Sponsored Brands campaigns see a significant rise in sales in the following month, compared to advertisers who do not.
You have the option of creating a daily budget or a campaign budget (the latter option is available for campaigns with set end dates). Both choices allow you to increase or reduce your budget as needed.
Refer to the suggested bid and range for guidance during selecting a bid. These suggestions are based on previous winning bids for the selected advertising ASINs and targeted keywords in auctions. They’re updated on a regular basis.
You’ll notice an option for automated bidding when you design your campaign. This tool optimizes your offer for locations below the first page of search results.
You can use custom bid modifications instead of automatic bidding if you like. For places below the top of the search, you can increase or reduce your offer by a particular amount.
How to measure the performance of your ads?
- Impressions: One of the most important advantages of Sponsored Brands is that it allows you to increase brand recognition. Consider your reach and exposure over conversions with this in mind. Because you’ll want to measure your impressions and click-through rate (CTR) in your advertising reports, your objective should be to encourage shoppers to view and click on your ad.
- New-to-brand metrics: Sponsored Brands provides a set of new-to-brand analytics that allow you to track orders and purchases from first-time customers of your brand on Amazon over the previous year. This enables you to determine how many new consumers have shopped for your brand in the last 12 months, evaluate the cost of acquisition, and design effective customer acquisition tactics.
- Return on ad spend (ROAS): The return on ad spend (ROAS) is a useful metric for determining how effective your campaign, ad group, product, or targeting approach is overall. Your advertising return on investment will be better if your ROAS is higher.
High ROAS should not, however, be your key success indicator when it comes to Sponsored Brands. Sponsored Brands assist you in promoting discovery among customers looking for something to buy, and driving first-time sales is generally more expensive than driving recurring purchases.
To analyze the effectiveness of your efforts in bringing in new consumers, we recommend looking at your new-to-brand data. If you’re still worried about ROAS, consider adjusting your bids and keywords. These factors have an impact on ROAS, and making changes in these areas might help you enhance your performance.
Finally, if you’re still receiving no or low sales, analyze your product detail page (pictures, descriptions, customer reviews, and star ratings) to see if there’s a reason why the campaign is gaining impressions but not converting. Remember that a well-designed product detail page with useful information, many high-resolution product photos, and good customer feedback may assist convert an ad click into a sale.