How to Create and Optimize Amazon Sponsored Brand Campaigns

By Cepy 9/09/2023 Post a Comment

Hi everyone, welcome to another article on Amazon advertising. In this article, we will talk about one of the most effective ways to promote your brand and products on Amazon: Sponsored Brand campaigns.

Sponsored Brand campaigns are banner ads that appear at the top of Amazon's search results, within shopping results, and on product detail pages. They feature your brand logo, a custom headline, and multiple products. When customers click on your ad, they can be taken to your product detail page, your Store, or a custom landing page. Sponsored Brand campaigns can help you increase brand awareness, drive traffic, and boost sales.

Why Use Sponsored Brand Campaigns?

Sponsored Brand campaigns have many benefits for advertisers who want to grow their brand on Amazon. Here are some of the main reasons why you should use Sponsored Brand campaigns:

Reach customers at the top of the funnel

Sponsored Brand campaigns appear in prominent places where customers are browsing for products like yours. They can help you capture customers' attention early in their shopping journey and introduce them to your brand and product selection. Sponsored Brand campaigns can also help you reach new audiences who may not be familiar with your brand or products.

Build brand loyalty and repeat purchases

Sponsored Brand campaigns can help you create a consistent and engaging experience for customers who interact with your brand on Amazon. You can use Sponsored Brand campaigns to showcase your brand story, your product portfolio, and your unique value proposition. You can also use Sponsored Brand campaigns to drive customers to your Store, where they can learn more about your brand and browse your entire catalog. By creating a strong brand impression, you can increase customer loyalty and encourage repeat purchases.

Optimize your ad performance and budget

Sponsored Brand campaigns are cost-per-click (CPC) ads, which means you only pay when customers click on your ads. You can set your own daily budget and bid amount for each keyword or product you target. You can also use different ad formats and creatives to test what works best for your brand and products. You can track and measure your ad performance using various metrics and reports available in the Amazon Advertising console.

How to Create Sponsored Brand Campaigns?

Creating a Sponsored Brand campaign is easy and can be done in a few steps. Here are the basic steps to create a Sponsored Brand campaign:

Step 1: Choose your campaign objective

The first step is to choose your campaign objective, which is the goal you want to achieve with your campaign. There are three campaign objectives available for Sponsored Brand campaigns: product collection, Store spotlight, and video.

Product collection: This objective allows you to feature up to three products in your ad. Customers who click on the products will be taken to the product detail page. Customers who click on the logo or headline will be taken to a new landing page that shows all the products in your ad.

Store spotlight: This objective allows you to feature up to three categories from your Store in your ad. Customers who click on the categories will be taken to the corresponding page in your Store. Customers who click on the logo or headline will be taken to the homepage of your Store.

Video: This objective allows you to feature a video in your ad that showcases your brand or products. Customers who click on the video will be taken to a new landing page that shows all the products featured in the video.

Step 2: Set your campaign name, budget, and duration

The next step is to set your campaign name, budget, and duration. Your campaign name should be descriptive and easy to identify. Your campaign budget is the maximum amount you are willing to spend per day on your campaign. Your campaign duration is the start and end date of your campaign. You can also choose to run your campaign continuously without an end date.

Step 3: Select your targeting method

The third step is to select your targeting method, which is how you want to reach customers with your ads. There are two targeting methods available for Sponsored Brand campaigns: keyword targeting and product targeting.

Keyword targeting: This method allows you to target specific keywords that customers use to search for products like yours on Amazon. You can choose from three match types: broad, phrase, and exact. Broad match keywords will show your ads for variations of the keyword, phrase match keywords will show your ads for exact phrases or close variations of the keyword, and exact match keywords will show your ads for exact matches of the keyword.

Product targeting: This method allows you to target specific products or categories that are relevant to your products on Amazon. You can choose from two types of product targeting: ASIN targeting and category targeting. ASIN targeting allows you to target individual products that are similar or complementary to your products. Category targeting allows you to target groups of products that share certain attributes, such as brand, price range, or ratings.

Step 4: Add your keywords or products and bids

The fourth step is to add your keywords or products and bids. Your keywords or products are the terms or items that you want to target with your ads. Your bids are the maximum amount you are willing to pay for each click on your ads. You can set a default bid for all your keywords or products, or you can set individual bids for each keyword or product. You can also use the suggested bid range provided by Amazon to help you set your bids.

Step 5: Add your image and headline

The final step is to add your image and headline. Your image and headline are the main elements of your ad that customers will see. Your image should be clear, relevant, and attractive. Your headline should be concise, catchy, and informative. You can use up to 50 characters for your headline. You can also preview how your ad will look on different devices before submitting it for review.

How to Optimize Sponsored Brand Campaigns?

Creating a Sponsored Brand campaign is not enough to ensure its success. You also need to optimize your campaign regularly to improve its performance and achieve your goals. Here are some tips on how to optimize your Sponsored Brand campaigns:

Tip 1: Use different ad formats and creatives

Sponsored Brand campaigns offer different ad formats and creatives that you can use to showcase your brand and products in different ways. You can use product collection, Store spotlight, or video ad formats to suit your campaign objective and target audience. You can also use custom images or videos to highlight your brand personality, product features, or customer benefits. You can test different ad formats and creatives to see what works best for your campaign.

Tip 2: Use relevant and specific keywords or products

Sponsored Brand campaigns rely on keywords or products to target customers who are looking for products like yours on Amazon. You should use relevant and specific keywords or products that match your brand and product selection. You should also avoid using generic or broad keywords or products that may not be relevant to your campaign or may attract unwanted clicks. You can use the search term report and the advertised product report to see what keywords or products are driving traffic and sales to your campaign.

Tip 3: Adjust your bids and budget according to performance

Sponsored Brand campaigns use a cost-per-click (CPC) model, which means you only pay when customers click on your ads. You should adjust your bids and budget according to the performance of your campaign. You should increase your bids and budget for keywords or products that are generating high impressions, clicks, conversions, and sales. You should decrease your bids and budget for keywords or products that are generating low impressions, clicks, conversions, and sales. You can use the performance dashboard and the campaign performance report to monitor and analyze your campaign performance.

FAQs about Sponsored Brand Campaigns

What are the requirements for Sponsored Brand campaigns?

To create Sponsored Brand campaigns, you need to be a professional seller enrolled in Amazon Brand Registry, a vendor, a book vendor, or an agency. You also need to have an active seller account with a good standing.

How long does it take for Sponsored Brand campaigns to be approved?

Sponsored Brand campaigns need to be reviewed and approved by Amazon before they can run. The review process usually takes up to24 hours, but it may vary depending on the volume of requests and the content of your ads. You can check the status of your campaigns in the Amazon Advertising console.

How can I optimize my keywords or products for Sponsored Brand campaigns?

You can optimize your keywords or products for Sponsored Brand campaigns by using the following strategies:

Use relevant and specific keywords or products that match your brand and product selection
Use different match types (broad, phrase, or exact) for keyword targeting to control the level of relevance and reach
Use negative keywords or products to exclude irrelevant or unwanted terms or items from your targeting
Use the search term report and the advertised product report to see what keywords or products are driving traffic and sales to your campaign
Adjust your bids and budget according to the performance of your keywords or products

How can I optimize my image and headline for Sponsored Brand campaigns?

You can optimize your image and headline for Sponsored Brand campaigns by using the following tips:

Use a clear, relevant, and attractive image that showcases your brand or products
Use a concise, catchy, and informative headline that highlights your brand value proposition or product benefits
Use the main keyword "amazon sponsored brand campaign" in your headline at least once
Use different ad creatives to test what works best for your campaign
Preview how your ad will look on different devices before submitting it for review

How can I measure the performance of my Sponsored Brand campaigns?

You can measure the performance of your Sponsored Brand campaigns by using various metrics and reports available in the Amazon Advertising console. Some of the key metrics and reports are:

Impressions: The number of times your ads were displayed
Clicks: The number of times customers clicked on your ads
Spend: The amount you spent on your ads
Sales: The amount of sales generated by your ads within 14 days of a click
ACoS: The advertising cost of sales, which is the ratio of spend to sales
CPC: The cost per click, which is the average amount you paid for each click on your ads
CTR: The click-through rate, which is the ratio of clicks to impressions
CVR: The conversion rate, which is the ratio of sales to clicks
Performance dashboard: A summary of your campaign performance across different metrics and time periods
Campaign performance report: A detailed report of your campaign performance by campaign, ad group, keyword, product, or placement
Search term report: A report that shows the search terms that customers used to see and click on your ads
Advertised product report: A report that shows the products that were advertised and sold through your ads

How can I improve my ACoS for Sponsored Brand campaigns?

Your ACoS (advertising cost of sales) is the ratio of spend to sales for your Sponsored Brand campaigns. It indicates how efficiently you are spending on advertising to generate sales. To improve your ACoS, you need to increase your sales and/or decrease your spend. You can do this by using the following strategies:

Optimize your keywords or products by using relevant and specific terms or items, different match types, negative keywords or products, and bid adjustments
Optimize your image and headline by using clear, relevant, and attractive images and headlines that highlight your brand value proposition or product benefits
Optimize your ad destination by driving customers to a relevant and engaging landing page, such as your product detail page, your Store, or a custom landing page
Optimize your ad format by using different ad formats (product collection, Store spotlight, video, custom image, or ASIN-only) to showcase your brand and products in different ways
Analyze your campaign performance by using various metrics and reports to identify what is working well and what needs improvement

Conclusion

Sponsored Brand campaigns are one of the most effective ways to promote your brand and products on Amazon. They can help you reach customers at the top of the funnel, build brand loyalty and repeat purchases, and optimize your ad performance and budget. To create and optimize Sponsored Brand campaigns, you need to choose your campaign objective, set your campaign name, budget, and duration, select your targeting method, add your keywords or products and bids, add your image and headline, and submit it for review. You also need to optimize your campaign regularly by using different ad formats and creatives, relevant and specific keywords or products, bid and budget adjustments, and performance analysis. By following these steps and tips, you can create and optimize Sponsored Brand campaigns that can help you grow your brand on Amazon.

Thank you for reading this article on Amazon Sponsored Brand campaigns. We hope you found it helpful and informative. If you have any questions or feedback, please leave a comment below. If you want to learn more about Amazon advertising, please check out our other articles on this topic.

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