In the second part of the Amazon Sponsored Brands series, we dive deeper into how this powerful advertising tool can help sellers boost brand awareness, drive traffic, and stand out in a crowded marketplace. Here’s everything you need to know about the different options available for crafting high-performing Sponsored Brands campaigns.
Campaign Goals: Tailored for Success
Sponsored Brands campaigns revolve around two primary objectives:
- Grow Brand Impression Share: This goal focuses on increasing visibility at the top of search results, perfect for driving brand awareness and securing more impressions.
- Drive Page Visits: This goal directs shoppers to your product detail pages or Amazon Store, increasing the chances of conversions and deeper engagement with your brand.
Each goal provides tailored targeting and bidding recommendations, allowing you to optimize your campaigns for clicks, impressions, or visits.
Ad Formats: Showcase Your Brand Effectively
Sponsored Brands offers three versatile ad formats, each serving a unique purpose:
- Product Collection: Highlights a group of related products to increase visibility and conversions, making it ideal for driving product page visits.
- Store Spotlight: Directs traffic to specific pages in your Amazon Store, showcasing curated collections and emphasizing your brand identity.
- Video: Promotes a single product through engaging autoplay video ads that instantly capture attention. Video ads often deliver the highest click-through rates and should be concise (15-30 seconds) with a clear brand presence.
Key Features for Budget and Targeting
- Budget Management: Use cost controls to automate bids and set target costs for outcomes like cost-per-click or cost-per-new-to-brand orders. Placement adjustments allow you to fine-tune bid percentages for different ad placements, maximizing performance.
- Targeting Methods:
- Keyword Targeting: Matches your ads with relevant shopping searches based on chosen keywords, helping you connect with high-intent shoppers.
- Product Targeting: Expands your reach by targeting categories or specific competing products. Focus on lower-rated competitors to position your product as the better option.
Pro Tip: Use negative keywords to refine targeting by excluding irrelevant searches. Wait at least two weeks into your campaign to gather data before adding negative keywords.
Crafting Impactful Sponsored Brands Ads
Your ad’s creative is your first impression, so make it count:
- Logo: Establish brand recognition and build trust.
- Headline: Highlight your value proposition and draw attention to what sets you apart.
- Product Selection: Feature three strategically chosen products that align with your campaign goals.
- Captivating Visuals: Use engaging images or videos to capture attention and drive clicks.
Why Sponsored Brands Work
Sponsored Brands is a versatile tool that supports both brand awareness and conversions. By strategically using its features—tailored goals, flexible ad formats, and precise targeting—you can create impactful campaigns that drive real results.
What’s Next?
In the next video, we’ll create a Sponsored Brands ad from scratch and walk you through the entire process step by step. Check out the video below to see these strategies in action. Don’t forget to like, comment, and subscribe for more eCommerce insights!