How to Boost Your Brand Awareness and Sales with Amazon Sponsored Brands

By Cepy 8/19/2023 Post a Comment

Hi Online Friends,

If you are a seller or a vendor on Amazon, you probably know how competitive and crowded the marketplace can be. With millions of products and brands vying for customers' attention, how can you stand out and grow your business?

One of the most effective ways to increase your brand visibility, traffic, and sales on Amazon is to use Sponsored Brands ads. Sponsored Brands are a type of online advertising that allows you to showcase your brand logo, a custom headline, and up to three products in prominent locations on Amazon's website. These ads can help you reach customers who are searching for products like yours, and drive them to your product pages or your Store.

In this article, we will explain everything you need to know about Sponsored Brands ads, including what they are, how they work, how to create them, and how to optimize them. We will also share some best practices, examples, and FAQs to help you get the most out of this powerful advertising tool. By the end of this article, you will be able to boost your brand awareness and sales with Amazon Sponsored Brands.

What are Sponsored Brands ads?

Sponsored Brands ads are a type of cost-per-click (CPC) advertising that allows sellers and vendors who are enrolled in Amazon Brand Registry to promote their brand and products on Amazon's website. These ads appear in various locations, such as the top of the search results page, within the search results, on product detail pages, and on the checkout page. Sponsored Brands ads can help increase brand awareness, drive traffic to product pages or Stores, and boost sales.

Sponsored Brands ads are customizable ads that feature a brand logo, a custom headline, and up to three products. The advertiser can choose the target keywords, categories, or products for the ads, and set the budget and bid for each click. The advertiser only pays when a customer clicks on the ad. Sponsored Brands ads can also include different formats, such as video ads, Store spotlight ads, or custom image ads.

Why use Sponsored Brands ads?

Sponsored Brands ads can help you grow your brand on Amazon by:

Increasing your brand visibility: Sponsored Brands ads appear in prominent places on Amazon's website, where customers are likely to see them while browsing or searching for products. These ads can help you capture customers' attention and interest at the top of the shopping funnel.
Driving traffic to your product pages or Store: Sponsored Brands ads can direct customers to your product pages or your Store, where they can learn more about your brand and products. This can help you increase your click-through rate (CTR), detail page views (DPV), and conversions.
Boosting your sales: Sponsored Brands ads can help you generate more sales by showcasing your products to customers who are looking for them. You can also use these ads to cross-sell or upsell your products by featuring complementary or higher-priced items.

Who can use Sponsored Brands ads?

Sponsored Brands ads are available for professional sellers enrolled in Amazon Brand Registry, vendors, book vendors, and agencies. To use Sponsored Brands ads, you need to meet the following requirements:

You must have an active seller account or vendor account on Amazon.
You must be enrolled in Amazon Brand Registry with a registered trademark.
You must have at least one product that is eligible for the Buy Box.
You must have a Store or a custom landing page on Amazon.

How do Sponsored Brands ads work?

Sponsored Brands ads work similarly to Sponsored Products ads, which are another type of CPC advertising on Amazon. However, there are some differences in how they are created, displayed, and optimized. Here is an overview of how Sponsored Brands ads work:

Creating a Sponsored Brands campaign

To create a Sponsored Brands campaign, you need to follow these steps:

Set the campaign duration and budget: You can choose how long you want your campaign to run and how much you want to spend per day.
Create and customize your ad: You can choose which products to feature in your ad (up to three), add your brand logo and a custom headline (up to 50 characters), and select an ad format (product collection, video, Store spotlight, or custom image).
Pick which keywords, categories, or products to target and how much to bid for clicks: You can choose whether to target keywords (manual targeting) or categories/products (automatic targeting) for your ad. You can also set the maximum amount you are willing to pay for each click (bid).
Submit your ad for review: Your ad will be reviewed by Amazon within 72 hours to ensure it meets the advertising guidelines. Once approved, your ad will start running on Amazon's website.

Displaying a Sponsored Brands ad

Your Sponsored Brands ad will be displayed on Amazon's website based on several factors, such as:

The relevance of your ad to the customer's search query or browsing behavior.
The performance of your ad, such as CTR, DPV, and conversions.
The bid amount and budget of your campaign.
The availability of the ad inventory and the competition from other advertisers.

Your Sponsored Brands ad can appear in various locations on Amazon's website, such as:

The top of the search results page: This is the most common and visible placement for Sponsored Brands ads. Your ad will appear above the organic search results and the Sponsored Products ads.
Within the search results: Your ad can also appear within the search results, either on the left side or the right side of the page.
On product detail pages: Your ad can appear on product detail pages, either below the Buy Box or below the product information section.
On the checkout page: Your ad can appear on the checkout page, either above or below the order summary section.

Optimizing a Sponsored Brands campaign

To optimize your Sponsored Brands campaign, you need to monitor and analyze its performance using various metrics and reports. Some of the key metrics and reports you can use are:

Impressions: The number of times your ad was displayed on Amazon's website.
Clicks: The number of times customers clicked on your ad.
CTR: The percentage of impressions that resulted in clicks. CTR = Clicks / Impressions x 100%
DPV: The number of times customers viewed your product detail pages after clicking on your ad.
Conversions: The number of times customers purchased your products after clicking on your ad.
Sales: The total amount of revenue generated by your products after customers clicked on your ad.
Advertising cost of sales (ACoS): The percentage of sales that was spent on advertising. ACoS = Advertising Cost / Sales x 100%
Return on ad spend (ROAS): The ratio of sales to advertising cost. ROAS = Sales / Advertising Cost
New-to-brand metrics: These metrics show you how many new customers you acquired through your Sponsored Brands ads. A new customer is someone who has not purchased from your brand in the past 12 months. New-to-brand metrics include new-to-brand orders, new-to-brand sales, new-to-brand order rate, and new-to-brand sales rate.
Campaign performance report: This report shows you the performance of your campaigns, including impressions, clicks, CTR, DPV, conversions, sales, ACoS, and ROAS.
Keyword report: This report shows you the performance of your keywords, including impressions, clicks, CTR, DPV, conversions, sales, ACoS, and ROAS.
Search term report: This report shows you the actual search terms that customers used to find and click on your ads.

You can use these metrics and reports to optimize your Sponsored Brands campaign by:

Adjusting your bids and budget based on your performance and goals.
Adding or removing keywords, categories, or products based on their relevance and profitability.
Testing different ad formats, headlines, products, and landing pages to see what works best for your audience.
Using negative keywords or ASINs to exclude irrelevant or unprofitable search terms or products from your campaign.

A detailed table breakdown related to sponsored brand amazon

To help you compare and contrast Sponsored Brands ads with other types of advertising on Amazon, we have created a detailed table breakdown that summarizes their main features and benefits. You can use this table as a reference guide when deciding which advertising solution to use for your brand and products.

Advertising solution	Description	Goal	Eligibility	Ad format	Ad placement	Targeting options	Landing page options
Sponsored Brands	A type of online advertising that allows sellers and vendors to showcase their brand logo, a custom headline, and up to three products in prominent locations on Amazon's website.	To increase brand awareness, drive traffic to product pages or Stores, and boost sales.	Professional sellers enrolled in Amazon Brand Registry, vendors, book vendors, and agencies.	Product collection, video, Store spotlight, or custom image.	The top of the search results page, within the search results, on product detail pages, and on the checkout page.	Keywords (manual targeting) or categories/products (automatic targeting).	Store or custom landing page.
Sponsored Products	A type of online advertising that allows sellers and vendors to promote their individual products in relevant locations on Amazon's website and app.	To increase product visibility, drive traffic to product detail pages, and boost sales.	Professional sellers, vendors, book vendors, and Kindle Direct Publishing (KDP) authors.	Product image, title, price, rating, and Prime badge.	The top of the search results page, within the search results, on product detail pages, on the customer reviews page, on the read all reviews page, at the top of the offer listing page, and in Amazon-generated marketing emails.	Keywords (manual targeting) or categories/products (automatic targeting).	Product detail page.
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