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, this can take anywhere from a few hours to a few days.

If you're campaign is not approved Amazon will often provide reasons for why. If this is the case, copy the campaign, make changes and resubmit for approval

Note: New Sponsored Brands campaigns will populate in Flywheel within 24 hours of being published in Amazon.

Additional Resources:

Learn how to Measure Performance of Sponsored Brands Campaigns

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