The concept of a Protective Campaign is to defend your brand’s visibility on Amazon by using targeted advertising to prevent competitors from overtaking your listings. There are three main components to an effective Protective Campaign strategy:
By implementing all three components of Protective Campaigns, you can create a strong defense for your brand on Amazon and keep competitors at bay. Stay tuned for the next video, where we’ll cover Offensive Campaigns, focusing on winning over competitors’ customers.
Watch the video below for a detailed explanation!
- Sponsored Products Keyword Campaigns: This involves bidding on your own brand name as the keyword to ensure your products are prioritized in search results when customers search for your brand. A higher budget is recommended for these campaigns to maintain control over brand visibility.
- Sponsored Products Product Targeting Campaigns: Here, you cross-target your own branded products that complement each other. If your products are not part of the same parent variation group, this strategy helps protect your listings by ensuring each SKU is associated with other SKUs from your brand, reducing the chances of competitors showing up on your product pages.
- Sponsored Brand Keyword Campaigns: Similar to Sponsored Products Keyword Campaigns but using more engaging ad formats like Sponsored Product Collections, Store Spotlights, or Sponsored Videos. These ads appear at the top of search results and offer a higher-visibility format for your brand name, further safeguarding your listings.
By implementing all three components of Protective Campaigns, you can create a strong defense for your brand on Amazon and keep competitors at bay. Stay tuned for the next video, where we’ll cover Offensive Campaigns, focusing on winning over competitors’ customers.
Watch the video below for a detailed explanation!