From a tactical perspective Amazon Sponsored Brands Ads sit mid-funnel. They provide more creative customization options than Amazon Sponsored Products Ads, while being more intent focused than Amazon Sponsored Display Ads. They also require advertisers to be enrolled in Amazon Brand Registry and are thus a good option for more established sellers. As part of our Amazon PPC Services offering we help Amazon sellers successfully run and optimize Sponsored Brand ad campaigns.
What are Amazon Sponsored Brands?
Amazon Sponsored Brands ads are highly visible and can appear in various locations on Amazon, such as at the top of Amazon search results, alongside other search results, or within product listing pages. They can be setup targeting either keywords or other existing Amazon listings or product categories. There are three supported ad formats: Creatives feature either a product carousel, the categories of you Amazon storefront or a 6-45 second video plus your brand’s logo, a custom headline and a custom image. To learn more about this popular ad format read our our detailed guide:
Benefits of Amazon Sponsored Brand Ads
Amazon Sponsored Brand Ads are a popular Amazon advertising format. While Sponsored Product ads, which are the most tactical, bottom-of-the-funnel ad format available on Amazon, typically provide the best ROI, Amazon Sponsored Brand Ads come in a close second and are usually utilized to further drive incremental sales growth at a profitable ACoS. Here are three reasons why many sellers consider them important:
More Control over Creatives
- Sponsored Brand Ads allow you to add your own logo, tagline, a hero image and even optionally a video to the ad creative.
- Brands with strong creative capabilities can leverage this to showcase reasons why consumers should buy their products.
- As not all advertisers have that ability, CPCs for Sponsored Brands are often lower than CPCs of Sponsored Products ads (you are competing against fewer brands).
- For videos, make sure your deliver your branding and key USPs within the first 3-5 seconds of the video as many users may not watch for longer.
Incremental Sales
- A big plus of Sponsored Brands is the sheer size of the ad creativesem> (similar to Sponsored Display Ads). If shown on top of the search results Sponsored Brands ads take up a lot more space than a simple Sponsored Products ads.
- This additional “real-estate” right on top of the search results page is the reason why many advertisers see incremental sales lift when adding Sponsored Brand ads to their portfolio.
- The additional investment helps them grow revenue without significantly cannibalizing revenue generated by other ad formats.
Tap into Purchase Intent
- Whereas Sponsored Display targeting is limited to audiences (i.e. shoppers who have previously interacted with your products) and contextual targeting (i.e. based on interests), Sponsored Brand Ads allow for targeting specific keywords.
- User search is one of the most powerful “intent signals”. Same as with Sponsored Product ads, Sponsored Brand ads enable you to tap into that unmet purchase intent.
What do our Amazon Sponsored Brands management services include?
Keyword Research
- Identifying high-volume, long-tail keywords
- Analyzing competitor keywords, opportunities due to seasonality and expected performance
Campaign Setup and Creative Optimization
- Setting campaign targeting, bid strategy and max bids
- Monitor and refine keyword lists for better targeting (adding negative keywords, etc.)
- Optionally we can also support you with the production of creative assets for your ad campaigns
Bid Management
- We use a proprietary bid management software with advanced algorithms to automate bidding 24/7 to help you achieve your ACoS goals
Competitor Research, Reporting & More
- Reviewing competitors’ target keywords to identify growth opportunities
- Regular & Transparent performance reporting (incl. ACoS, CTR, CPC etc.)
- A/B Testing different headlines, static images and video ads to achieve optimal results
- Recommendations for improving ASIN PDP content
