Amazon Sponsored Brands
BOOST YOUR BRAND AWARENESS WITH AMAZON SPONSORED BRANDS ADS
Amazon shoppers can discover your products in numerous ways. The first way that comes to mind is through organic search – Amazon shows your products when a relevant keyword is used for the search. But most sales from the organic search accrue to products that rank the highest, reaching that height is not easy. However, there is another way that will not only bring your products to shoppers’ attention but also promote your brand. Meet the Amazon Sponsored Brands ads – the best way to increase your brand awareness and drive more sales.
WHAT ARE AMAZON SPONSORED BRANDS?
![1 1](https://webycorp.com/wp-content/uploads/elementor/thumbs/1-1-qsnry3rhj9p8uct628857qk8kaacvwynrlyfyszm14.png)
Amazon Sponsored Brands are a type of pay-per-click (PPC) advertisements that help sellers promote their brands and products on Amazon. These ads appear within Amazon search results and on relevant product detail pages, giving brands prime visibility. Instead of promoting individual products, Sponsored Brands promote the whole brand while showcasing some of its products.
Only Brand-Registered sellers are eligible for Sponsored Brands Ads
Need help launching your Sponsored Brands Campaign?
WHY CHOOSE AMAZON SPONSORED BRANDS
Any form of advertising is great for attracting traffic and boosting conversions, but Sponsored Brands offer more than that. This type grants sellers a unique opportunity to promote their brand as a whole, boosting its visibility and recognition on Amazon. Since this format allows for more customization options, it often results in higher click-through rates compared to other Amazon ad formats. Here are the main reasons why choosing Amazon Sponsored Brands might be beneficial for your business:
Drive Brand Awareness
It’s literally in the name: Sponsored Brands are designed to increase your brand awareness. The shoppers will see the logo and name of your brand together with some signature products in a format of your choosing. Since this type of ad offers more customization options, it is more likely to draw shopper’s attention and focus it not only on products but your brand as a whole. Only this format allows you to start telling your brand’s story right away.
Increase Visibility
Sponsored Brands ads appear at very advantageous places: either at the top of or within Amazon search results, and both are quite valuable digital real estate spaces. Your ad might be the first thing that a shopper sees when starting their search. Alternatively, it can appear amidst organic search results, and then it will stand out favorably against the crowd. Either of those placements increases the visibility and exposure of your brand, diverting customers from competitors' listings.
Enhance Product Discoverability
Even though the major focus of Sponsored Brands is on promoting the brand in general, the products you sell aren’t left behind. One of the formats allows you to advertise your products directly, while two others either lead customers to your Amazon Storefront or showcase a single product via a lifestyle video. All of these formats can quickly grow consideration for whole collections and individual products with customers who may not have discovered them otherwise.
Win Customer’s Undivided Attention
Few are the places on Amazon that are free of competition. Even your product detail pages will display ads of similar products, which makes retaining customers’ attention even harder. However, Sponsored Brands allow you to lead a shopper to the page that will be free from your competitors’ reach. That’s right, nothing will distract customers from exploring your product range and getting to know your brand. Sponsored Brands ads can bring customers to either your own Amazon Store or a custom landing page where no other ads are displayed.
OUR PRICE LIST FOR ADVERTISING SERVICES
TYPES OF AMAZON SPONSORED BRANDS
One of the best benefits of Amazon Sponsored Brands ads is that you can choose among three unique formats of the creatives. All of them are customizable, meaning you have full control over how your brand story will be communicated. The formats are as follows: Product Collection, Store Spotlight, and Video.
Product Collection
Product Collection is the hybrid format that allows you to choose up to three products from your brand’s portfolio to advertise. This ad format might be useful for boosting the visibility of products that may not be getting the attention they deserve organically by grouping them with more popular products. You can use lifestyle images to showcase your products in use or custom images that represent your brand.
When a shopper clicks on your Product Collection ad, they’re taken to a landing page of your choice. This could be a custom landing page that only contains the advertised goods or an Amazon Store page. You can adjust the destination page in the format settings. Whatever the end page is, it won’t contain any ads from your competitors.
Store Spotlight
Store Spotlight is an ad format available exclusively to sellers who have established their own Amazon Storefront, a multi-page microsite hosted within Amazon that serves as your virtual storefront.
Your Sponsored Brands creative may contain up to three sub-pages of your Storefront (the first three will be preselected, but you can change that). You can also set custom labels and images that represent these sub-pages. When a user clicks on a Store Spotlight ad, they’re taken directly to your Amazon Storefront where they can explore all the products you offer, undisturbed by your competitors’ ads.
Video
We fine-tune your images to be A+ ready, ensuring the right sizes and pixel quality. Using the latest tools, we enhance your product images, and if needed, we can create lifestyle composite images by seamlessly integrating your product into a professional stock photo.
SPONSORED BRANDS VS SPONSORED PRODUCTS
Feature | Sponsored Brands Ads | Sponsored Products Ads |
Placement | Appear at the top of or alongside the search results, on product detail pages | Appear at the top or alongside the search results, on product detail pages |
Access | Accessible ONLY to Brand-Registered sellers. | Accessible to all sellers with a Professional Seller Account. |
Ad Formats | Offers three unique ad formats: Product Collection, Store Spotlight, Video. | Standard format designed to resemble organic listings. |
Destination | Amazon Storefront, custom landing pages or product detail pages. | Product detail pages. |
Cost Structure | Pay-Per-Click / Pay-Per-Viewable-Impressions | Pay-Per-Click |
Product Visibility | Showcases multiple products together with the brand’s logo or the brand’s Amazon Store | Boosts visibility of individual product listings. |
Reach | Amazon | Amazon; select premium apps and websites outside of Amazon. |
Additional Features | Offers New-to-Brand metrics to determine if a sale came from a new or existing customer. | ———————— |
Want to Promote Your Brand on Amazon?
HOW TO LAUNCH AMAZON SPONSORED PRODUCTS CAMPAIGN?
Step 0
Check Your Eligibility
Before trying to launch a Sponsored Brands campaign, you need to make sure you are eligible for it. Only sellers enrolled in the Brand Registry program can launch Sponsored Brands ads. If you don’t have your brand registered, we suggest you consider this opportunity. Brand Registry grants a plethora of benefits, including protection against gray sellers and access to the most advanced marketing tools for Amazon.
Step 1
Create an Advertising Campaign
Open your Seller Central account, go to the “Advertising” tab, then click “Campaign Manager,” and then “Create Campaign.” When choosing campaign types, click “Sponsored Brands”. You’ll then see the campaign settings page. Name the current campaign so that you can easily recognize it among other campaigns you run. This is also where you can choose a portfolio, set start and end dates, budget and country of advertising and choose the brand you want to advertise.
Step 2
Set Your Goal
A newly-introduced feature, Goals allows you to define your objective so that Amazon could give you targeting and bidding recommendations that would help to achieve this goal. There are two goals to choose from
Drive Page Visits
You want to drive traffic to your landing page or product detail page. Here, you will pay for every click on your creative and clicks will be used as the main success metric.
Grow Brand Impression Share
You want to have your ads shown in the top-of-search placement to shoppers who search for your brand or browse product categories relevant to your brand. Here, you will pay for every 1,000 viewable impressions that appear in the search results. The main success metric is the share of top-of-search impressions.
Step 3
Choose Your Ad Format
At this point, you need to choose one of the three ad formats available for Sponsored Brands. You can choose from Product Collection, Store Spotlight and Video. You also need to choose where the ad takes the shopper. Depending on the type, you can choose your Amazon Store, a new landing page or a product detail page.
Step 4
Select Products
After that, you need to choose the products you want to advertise. Make sure these products are eligible for the Featured Offer. The Featured Offer (also known as the Buy Box) is the box on a product detail page where customers can begin the purchasing process. Products not eligible for the Featured Offer may not perform well in your campaign.
Make sure to include products that are available for purchase at all times – if the product runs out of stock, the campaign will be paused. Depending on the ad format, you can either choose one product (Video) or numerous products (Product Collection, a minimum of 3)
Step 5
Choose Targeting Style
Next, decide when you want your ads to appear. Here are the options you can choose from:
Keyword targeting
Your ads will be shown when customers use specific keywords while looking for items on Amazon. You need to know which shopping terms customers use when searching for products similar to yours.
Product targeting
Your ads will be displayed next to certain products on their product detail pages and in search results. If your product appears superior to your competitor's, it could be an excellent choice as it is more likely to attract customers' attention.
Category targeting
Your ads will appear when shoppers are exploring specific categories on Amazon. Brand targeting: your advertisements will be visible when customers look for products from particular brands. You have the option to target the exact brand you're promoting or a competing brand offering similar products.
Brand targeting
Your advertisements will be visible when customers look for products from particular brands. You have the option to target the exact brand you're promoting or a competing brand offering similar products.
Product Features targeting
This format allows you to devise a highly personalized targeting strategy. Your products can be displayed near products of certain brands, within a specific price bracket, review stars rating and even shipping options.
Step 6
Determine Your Keyword Strategy and Bids
If you choose keyword targeting, you’ll need to determine the pool of keywords that trigger the appearance of your ad. The options are as follows:
Broad
Your advertisement will be shown anytime your targeted keyword or its variations are utilized in the search. This is the broadest match type that encompasses a wide array of keywords.
Phrase
Your advertisement will be displayed whenever your targeted keyword is used in the search in the form you've specified. This match type is moderately restrictive, as it includes search queries with additional words preceding and following your targeted keyword phrase, but the phrase itself remains unchanged.
Exact
Your advertisement is only shown when the search query and your targeted keyword match perfectly. Any variations or additions to the keyword will stop the ad from being displayed.
After that, you’ll need to set the bids – the maximum sum you are ready to pay when a shopper clicks on your ad. Amazon will have suggestions for your bids, but you can choose whatever sum you consider appropriate.
Step 7
Specify Negative Keywords and Keyword Phrases
Next, you have an opportunity to include keywords and keyword phrases that you don’t want to use for advertising. It might be hard to come up with keywords to exclude right away, so we recommend letting your ad run for at least two weeks. You’ll see which keywords get lots of clicks but don’t generate sales.
Step 8
Add Your Creative
Once you choose products you want to advertise, you need to add your creative. How it will look is entirely up to you: you can change the order of products if there are several of them, set a custom headline and add custom images to replace standard product images. If you choose Store Spotlight, you can choose up to three sub-pages to advertise (sub-page images are also customizable). If you choose Video, you’ll need to download a video that complies with Amazon guidelines.
Step 9
Submit for Review
Every Sponsored Brands ad needs to be approved by a moderator before it can go live. To make sure your ad doesn’t get rejected, make sure to follow the Amazon Creative Acceptance Policy. After your ad is approved, it will join the advertising race.
POTENTIAL DIFFICULTIES WITH AMAZON SPONSORED BRANDS ADS
Keywords are the primary element Amazon uses when deciding where to position your ads, at least when you choose keyword targeting. However, determining the exact keywords your potential customers will use when searching for products similar to yours can be challenging. Sponsored Brands ads don’t allow for automatic keyword targeting, so you’ll need to specify them yourself. Keywords that underperform will continually deplete your budget, which is not a characteristic of a successful advertising campaign.
Even though all types of Amazon PPC ads have a list of requirements to meet, Sponsored Brands ads might have the most extensive one. You need to keep in mind dozens of rules, from knowing which elements should not appear in the creative to specific requirements for ad design. Failure to comply with these rules can lead to your ad not passing moderation. Consequently, sellers may find it difficult to ensure they are always in line with all of Amazon’s guidelines, numerous and ever-changing.
You need to set your priorities when it comes to choosing which products to advertise. Even though similar products have equal chances of being clicked on, some are more likely to result in a sale. Then there’s the issue of bid amounts. Not only do you need to decide on the maximum amount you’re willing to spend, but you also have to set amounts for different keywords. It might be better to spend more money on keywords that are more likely to lead to a sale, but again, you need to know which keywords to use and how much money to assign.
Once your Sponsored Brands ads have been running for a while, Amazon will compile data on their performance. You can leverage this data to your benefit, but to do so, you need to understand it. For instance, you may have a keyword that you think is highly relevant to your ad campaign. If that keyword receives no impressions, perhaps it’s not as relevant as you assumed, or maybe your bid was simply too low. Should you exclude the keyword or increase the bid? Information is of little value if you lack the skills to interpret it.
Once your Sponsored Brands ads have been running for a while, Amazon will compile data on their performance. You can leverage this data to your benefit, but to do so, you need to understand it. For instance, you may have a keyword that you think is highly relevant to your ad campaign. If that keyword receives no impressions, perhaps it’s not as relevant as you assumed, or maybe your bid was simply too low. Should you exclude the keyword or increase the bid? Information is of little value if you lack the skills to interpret it.
WHY CHOOSE WEBY CORP SPONSORED BRANDS SERVICES?
Deep Expertise
At Weby Corp, we've spent years honing our knowledge of Amazon's complex advertising landscape. We know Sponsored Brands to be an extremely effective tool that is not easy to master. We’ve run a good deal of Sponsored Brands campaigns and explored all three formats. We know all the guidelines by heart and have an extensive list of brands who benefited from delegating this mission to us.
Creative Strategy
Advertising extends beyond simply identifying high-performing keywords and monitoring bids. It also requires a touch of creativity, crafting ads that customers feel compelled to click on. That is especially true for Sponsored Brands ads, since they are the most customizable format of all. Having mastered both basic and advanced ad formats, Weby Corp is equipped to address any advertising challenge with a creative approach.
Creative Approach
Advertising is not only about searching for the best-performing keywords and monitoring bids. It’s also about creativity, the ability to make a creative that customers will want to click on. Sometimes, it’s as simple as choosing the product with the most presentable main image and coming up with an appealing headline. But certain types of ads give more space for creativity, and we know how to make the most of that opportunity. We’ve mastered both simple and more advanced ad formats, and thus are ready to tackle any advertising challenge in a most creative manner.
DISCOVER HOW WE CAN HELP YOU LEVERAGE AMAZON SPONSORED PRODUCTS ADS
Contact Us or Book a Call with Our Marketing Specialist
Our team will analyze the scope of work and get back to you with our offer.
FAQ
Amazon Sponsored Brands are pay-per-click advertisements that assist sellers in promoting their brands and products on Amazon. These ads appear within Amazon search results and on relevant product detail pages.
Only Brand-Registered sellers are eligible to utilize Amazon Sponsored Brands Ads.
Amazon Sponsored Brands ads are excellent tools for boosting brand awareness, improve product visibility and increasing sales. These ads allow for more customization and often enjoy higher click-through rates compared to other Amazon ad formats.
Amazon Sponsored Brands come in three unique formats: Product Collection, Store Spotlight, and Video. Each format provides distinct ways to highlight your brand and products.
To initiate Amazon Sponsored Brands Ads, you must first confirm your eligibility as a Brand-Registered seller. Then, create an advertising campaign, set your objective, select an ad format, choose products to advertise, decide on a targeting style, determine your keyword strategy and bids, specify negative keywords, add your creative and submit the ad for review.
Potential difficulties with Amazon Sponsored Brands Ads may include conducting keyword analysis, adhering to Amazon guidelines, selecting products and setting bids, interpreting data and optimizing campaigns.
Weby Corp offers comprehensive expertise in Amazon's intricate advertising landscape, transparent reporting on funds usage, and a creative strategy to design compelling ads. They have a proven track record in managing Sponsored Brands campaigns and can provide evidence of their success.
Top Services & Tools
Amazon Catalog Management:
Amazon Promotion:
Brand Protection:
Top Analytical Tools: