Among the various unique ways of advertising provided by Amazon to sellers and vendors doing business on its vast shopping platform, Amazon Sponsored Brands is a standout. By allowing you to turn the spotlight on your brand, it helps drive awareness, consideration, and loyalty for your online selling business. Read on for everything you need to know about this powerful marketing tool.
What is Sponsored Brands?
Sponsored Brands are pay-per-click (PPC) ads that feature a selection of your products alongside your brand’s logo and a custom headline that showcases your brand story. These ads target customers that are searching for products similar to yours, making them great for enhancing discoverability.
Where Do These Ads Appear?
Highly visible, Sponsored Brands ads show up on top of the search results, alongside them and within them in product searches that are relevant to what you’re offering. Apart from the shopping results, they also appear in product detail pages of products similar to yours.
SB Ad Formats
Sponsored Brands ads are available in three different formats, each with its unique benefits.
With the Product Collection format, you can advertise up to 3 products alongside your brand logo and a custom headline on top and bottom of search results as well as the product detail pages. The logo links to your store or a custom landing page, while the products link to their respective product detail pages.
With Store Spotlight, you can feature up to 3 product categories. The 3 categories link to 3 subpages in your Amazon Store, increasing visibility and awareness of your product portfolio. The ads are displayed on top of the search and search footer.
Video In Search
With the latest video format, you can showcase 1 product alongside a video promoting it. The ad appears within the search results and links to the product detail page of the product advertised.
Who All Can Use Sponsored Brands?
Sponsored Brands can be used by professional sellers, vendors, and agencies to advertise brands and products. However, if you’re a seller, you need to be enrolled in Amazon Brand Registry to avail its benefits.
Why Sponsored Brands is Essential for Your Amazon Business
Sponsored Brand Ads offer many benefits for Amazon sellers, which are enumerated below.
Targeting High Potential Shoppers
More than 3/4th of the product searches on Amazon begin without a brand name in the search terms. Sponsored Brand Ads allow you to reach customers at the exact moment when they are looking for products similar to yours, making them a highly effective way of marketing your brands and products.
Improved Brand Recognition
The inclusion of a custom logo and headline in your ads helps you to present your brand’s message and story, driving recognition which in turn goes a long way towards building loyalty and advocacy. Customizable layouts in Sponsored Brands allow you to portray your brand accurately.
Complementing Sponsored Products
Using Sponsored Brands in conjunction with Sponsored Products is a powerful Amazon marketing strategy. With some efficient Amazon PPC management, you can see your sales numbers soaring in no time.
With Sponsored Brands, you only have to pay for the number of times your ad gets clicked by shoppers browsing through Amazon. This helps keep your advertising budget in check. On top of that, you get to decide how much you’ll pay for each of these clicks through dynamic bidding.
Unique Brand-Centric Experience for the Customers
Running Sponsored Brands Ads in its different formats along with having a well-designed Amazon Store provides your potential customers with a unique shopping experience. By creating this immersive environment within Amazon, you are able to effortlessly enhance customer interest and engagement.
New-to-Brand and Other Metrics
New-to-brand metrics is an amazing component of the sales and performance reports for Sponsored Brands. This highly insightful feature allows you to keep track of the number of new buyers gained by your brand as a result of your Sponsored Brands ad campaign. With a one-year lookback window, it helps you determine what you’re doing right or wrong.
The same reports also provide other important metrics, such as number of ad clicks, number of impressions, total sales, advertising cost of sales (ACOS), and return on ad spend (ROAS).
How You Can Get the Most out of Sponsored Brands Ads
The most important thing for getting the best results out of your Sponsored Brands Ads is to ensure that all of your ads look appealing and include content that can generate intrigue. Potential buyers should be able to gain an understanding of what your brand is all about with just a quick glimpse of your ad. They should be prompted to click on it and find more by checking out your Store or product detail page.
Your best bet in this regard is hiring Amazon PPC experts who will make sure that your creatives have a professional quality to them and present your brand how it deserves to be presented.
Highly versatile, Amazon Sponsored Brands Ads is an excellent advertising tool for improving your Amazon marketing at almost every stage of the marketing funnel. While it is especially beneficial for young brands, even well-established Amazon businesses can gain a lot by using it to maintain their strong position.
However, as is the case with any other Amazon advertising medium, there is quite a lot to do if you want to ensure that you get maximum possible returns from your Sponsored Brands ad campaigns. Partner with Sellryt, an award-winning Amazon PPC agency, with over 6 years of experience in providing result-oriented advertising solutions to Amazon sellers and vendors. An Amazon Advertising partner, we have a rich history of turning clients into success stories.