As Amazon continues to release different advertising types, it gets confusing to know which ad type is best for you and how to track to the success of these campaigns.
Sponsored Products (SP):
Sponsored Products promotes the individual products you list on Amazon. Targeted ads help you boost the visibility of your products when shoppers search for keywords you bid on. These appear directly in the search results, as well as on product detail pages.
Primary Objectives: Drive sales, increase visibility and organic ranking
How to Measure Performance: Track ACoS and Conversions
Sponsored Brands (SB): (f/k/a Headline Search Ads)
Sponsored Brands increases awareness of your brand. The ad creative includes a headline, logo, and up to 3 ASINs. When a shopper clicks on your ad, they're taken to a page featuring a collection of products, or your Amazon Storefront. These are generally much more competitive (& expensive).
Primary Objectives: Increase brand awareness, acquire new customers, tell your brand story
How to Measure Performance: Track ROAS, Impressions, CTR
Differences from Sponsored Products:
- Must be brand registered to use ad type
- No automatic targeting, only manual campaigns