Do you want to raise brand awareness? Get new customers? Increase sales?

Drive discovery of your products through Amazon Sponsored Brands.

Not only does the investment in this deliver returns through growth in your customer base, but this paid awareness booster allows you to paint your brand's story, aiding ongoing engagement and increased loyalty from those customers.

What is an Amazon Sponsored Brand campaign?

Amazon Sponsored brands is a customisable ad that allows you to feature multiple products from your brand. Their appearance is triggered by keyword targeting, and these ads appear on the shopping results and product detail pages – ensuring your brand is discovered at the most opportune moment and linking new customers to your brand as soon as they click on the ad link. According to Amazon, Advertisers who launched Sponsored Brands after Sponsored Products saw a 12.2% average increase in the return on advertising spend.

How to start using Amazon Sponsored Brand Campaigns

1. Keyword and traffic volume research
A search term report will help you understand how shoppers discover your products.  You will need a mix of match types—broad, phrase, and exact keywords that are high ranking and most relevant to your brand and around 25 keywords to start. Including negative keywords will prevent you from targeting irrelevant searches.  Once you enter your keywords into your Sponsored Brand Campaign setup, a list of recommended keywords with high, medium or low traffic volume indicators will start to populate. Sponsored ads use an auction-based pricing model; the higher the anticipated traffic volume, the higher the bid required to compete on this keyword. Low-traffic keywords won't have as much competition, which may work better for you if your budget is limited Remember, it's not all about the highest amount of traffic; it is about the relevance of the click – making sure you bid on the best quality keywords for your brand and budget should be your goal. It is essential to prioritise your budget and keep a close eye on results so that you can test and learn what works for your brand. 2. Test, learn, reapply Best practice for campaign testing:

  • Set up multiple campaigns to run simultaneously
  • Clone your campaigns and then change only one creative variable at a time; eg: headline text or destination landing page - this allows you to run an effective experiment by comparing performance against only one variable and then use the results to structure your campaigns to get more granular and ultimately create a list of best practices specific to your business
  • Test for a minimum of 2 weeks
    • 3. What different elements should you test?
  • Ad headline and image
  • The ASINs in your ad and the order they appear in
  • Your custom landing pages. Are they optimised for the user experience that will convert the sale?
    • Investing time in testing your Sponsored Brands can significantly impact your advertising success. Test bidding options.
    The automatic bid setting typically lowers your bids to ensure you achieve a better ROI (return on investment). However, manual bidding allows you to control precisely how much you want to spend on a keyword – therefore, you can increase your bids to ensure you win more impressions. Therefore, we recommend testing both manual and automatic bidding to capitalise on max visibility and conversions/ sales. Test bidding options.
    The automatic bid setting typically lowers your bids to ensure you achieve a better ROI (return on investment). However, manual bidding allows you to control precisely how much you want to spend on a keyword – therefore, you can increase your bids to ensure you win more impressions. Therefore, we recommend testing both manual and automatic bidding to capitalise on max visibility and conversions/ sales. 4. Decide what metrics matter most?
    The Amazon advertising console automatically tracks your campaign metrics, including how many clicks your ads get, how much you've spent, and how much you've generated in sales. Some of the more important metrics to watch include:
  • Average cost of sales (ACOS): The total cost of advertising divided by the number of sales generated
  • Detail page views (DPV): How many shoppers clicked through your custom landing page to your individual product's detail page
    • These metrics can give you valuable insights. For example, if your ad's click-through rate is high, but DPV is low, it means shoppers aren't going past the landing page. 5. Get the right tools for the job
    While many free and paid tools are available to assist, our search module functionality allows you to analyse Amazon search trends and highlight changes in shopper interests. With Amazon search tracker, we track demand for related products and specific terms that shoppers use so that we can optimise content and paid media campaigns. This provides a significant competitive advantage in driving sales for our clients.This functionality provides a great source of information to improve SEO by optimising your Product Detail Page content by selecting highly relevant keywords that help deliver strong ACOS and ROAS results. We can also track brand purchase intent, trending products and historical trend data to apply to upcoming product development and marketing investments. Not sure how to implement these tips, let alone run and manage your eCommerce ads? Contact us, and we will empower your business with our award-winning eCommerce reporting software, Ignite, alongside a team of eCommerce specialists. The Commerce People offers brands and businesses leading SaaS and managed service solutions designed to accelerate revenue growth in online retail marketplaces.