Amazon Sponsored Brands

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.