The primarily objective of running Sponsored Brands campaigns is to increase awareness of your brand and acquire new customers. When a shopper clicks on your ad, they are taken to a page featuring a collection of products or to your Amazon storefront.
This is much different than running Sponsored Products campaigns, where your objective is to promote an individual products and clicks direct a shopper to your product detail pages.
Since we have different objectives, success should be measured differently for these campaigns than for Sponsored Products campaigns. Here are some key performance indicators to evaluate:
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.
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.
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.
Note: Flywheel Product Metrics does not incorporate ad sales and ad spend for Sponsored Brands campaigns.