This guide is designed to help you set up and manage your first Sponsored Brand (SB) campaign.

Requirements

Make sure you meet the criteria to be able to run Sponsored Brands advertising.

  • Brand registry: Sellers must be brand registered to access Sponsored Brands advertising. Learn more about becoming brand registered here.
  • Number of products in your catalog: SB campaigns allow you to advertise up to 3 ASINs. To maximize efficacy, you want to advertise multiple products with SB campaigns.
  • Sufficient budget: SB ads require an additional investment on top of existing advertising campaigns because they serve a different purpose than Sponsored Products ads. Make sure you have sufficient budget because SB ads can take longer to show results.

Starting a Campaign

SB campaigns can be created directly in Seller Central, using Campaign Manager and hitting the yellow “create campaigns” button

Step 1: Select “Sponsored Brands” 

Step 2: Create a Campaign

  1. Enter your campaign name. Pick a name that makes it easy to identify the brands and products being advertised with keywords that help distinguish that campaign
  2. Select a start date (most often, people enter today’s date) and you can leave the end date blank. Keep in mind, all SB campaigns must be reviewed and approved by Amazon before they start running--more on that below
  3. Enter a budget. Cost-per-click for SB campaigns is often higher than Sponsored Products campaigns. Pick a realistic budget that allows your ads to run throughout the day
  4. Pick the brand you want to advertise. This is relevant for those sellers who have brand registry for more than 1 brand
  5. Denote the landing page. An Amazon Storefront is the preferred option as it offers the best customer experience. If you do not have a storefront set up, you can direct them to a product list page instead

Step 3: Select your creative

  1. Add your company or brand logo. Make sure the image is high quality and follows Amazon guidelines
  2. Write your headline. A good headline should echo what a seller is searching for and highlight product benefits. Your Search Term Report is a great starting place if you need inspiration for what words to highlight. Refrain from making unsupported claims such as “best” or “most recommended” because Amazon will likely reject your ads because of this
  3. Select products to advertise. We recommend running one SB ad campaign per product line and including three products per SB ad
  4. Preview what your ad looks like on different devices. Consider shortening headlines or switching logo images, based on how these previews look

Step 4: Select keywords to target

  1. Select your default keyword bid. Cost-per-click tends to be higher for SB than Sponsored Products campaigns. Look at your average cost-per-click for your Sponsored Products campaigns and set this to be 50%-75% higher
  2. Select the match type for keywords you are about to add. We recommend sticking to Phrase and Exact match types and staying away from Broad to have better control over spend
  3. Enter your keywords. Look at your Search Term Report or Top Contributing Keywords to see what keywords are working best for you in your Sponsored Ads campaigns and include those here. You can also review Amazon’s suggested keywords and pick ones that are the most relevant to you. Keep in mind--the more broad a keyword, the more expensive the click will likely be
  4. Review win rates. The win rate tells you how likely you are to win an auction for a given keyword. The higher the win rate, the higher your bid needs to be for a keyword. Keep your budget and willingness to spend in mind when picking high win rates

Step 5: Submit campaigns for review

Once you have followed the above steps, you can submit your campaign to Amazon for approval.

Some things to keep in mind:

  • The approval process can take anywhere from a couple of hours to a couple of days
  • You cannot make any changes to the creative after you have submitted a campaign for approval. If you make a copy of a campaign, you must resubmit for approval
  • Amazon will often provide the reason for why a campaign was not approved. If this is the case, copy the campaign, make changes and resubmit for approval

Measuring Performance

The purpose of Sponsored Brands campaigns is to increase visibility and raise awareness of your brand. Success should be defined differently for these campaigns than for Sponsored Products campaigns. Here are some key performance indicators to evaluate:

New-to-brand metrics

This indicates if this is the first time a customer has purchased from your brand. New-to-brand metrics are a good way to see if your customer acquisition has increased as a result of SB ads

Impressions

An increase in impressions over time is a good indicator that you have increased the reach, or visibility of your brand name and made more shoppers familiar with your product.

Click-thru-rate

A healthy click-thru-rate indicates that your ad is placing for relevant searches and the creative of your ads is driving sellers to learn more (and purchase)

Other things to keep in mind when evaluating performance:

  • SB ads have a 14-day attribution window. This means that Amazon will credit a sale back to a click for up to 2 weeks--if you are looking at a smaller time period, you might see higher spend without a proportionate return
  • Don’t focus on ACoS. It is not the ideal metric to measure the success of your ads as it does not incorporate success in the form of impressions and click-thru-rate
  • Keep in mind the success of your brand as a whole. When Amazon credits sales, it is not considering just one SKU, but any purchases made from that particular brand. Which means one SKU could be helping boost your whole brand.
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