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Amazon Sponsored Brands overview with Ritu Java
Amazon Sponsored Brands overview
Amazon Sponsored Brands overview with Ritu Java of PPC Ninja
Click below to view a video presentation of this post:
Amazon Sponsored Brands video version
How time consuming are Amazon Sponsored Brand Ads?
It is time consuming!
Main not have such a quick ROI as sponsored product ads
Sponsored product ads has no creative so that makes it easier too
Use a lot of creative strategies to stretch the platform that’s available to us.
Sponsored brand ads allow you to capture more of the market.
Why Sponsored Brands exist officially
According to Amazon, it's to “Help shoppers discover your brand and products”
So is it more about brand discovery than direct response?
“Engaging” - is it actually more engaging than a picture of a product on a shopping platform
Brand building on Amazon with Sponsored Brands
Can you really build a brand on Amazon?
Most sellers are focussed on RoAS (return on ad spend)
Most shoppers don’t focus on the brand
Amazon has trained people to look for deals
Brand loyalty is hard to build on Amazon platform.
How does the RoAS of Sponsored Brands compare with Sponsored products ads?
Depends on the type of ad.
Product collection - most common
Headline search ad - shows up at top of Amazon SERPS
Could go to a product listing
Or to storefront
Or detailed page of specific products
New layouts coming up
Video ad (Beta)
Getting a lot of traction - works well
Amazon has tested placing those differently - people are online more often in Coronavirus times - placing at top of page just below banner ad
Daunting to get videographer - think outside box -
Create a video with zoom and pan effects with still images. Just add some background music. Up to 45 seconds. It’s autoplay - audio off by default and plays in a loop.
Just needs to be in a certain format.
Store Spotlight (Beta)
Only available on the Amazon Advertising Console
Amazon Advertising Console -previously AMS
Who has access already to AMS?
How do we get access to Amazon Advertising Console if we don’t already?
Sponsored Display ad (beta)
Actually type of ad that used to live under sponsored brands.
It’s actually a “product display ad”
Again only available if you have access to Amazon Advertising Console.
You can place this on your competitor’s pages.
New Layouts
Favour the “brand feel “ - you’ll need lifestyle images
Amazon is really pushing storesfront
TIPS - How to Sponsored brand ads
Tip 1 Brand Match -on sponsored brand ads - it’s not what you think
It’s not like broad, phrase, exact on sponsored product types
Broad matches might be very broad eg selling a garlic press might be Brought up by citrus juicer or apple slicer.
Download your search term report!
Sometimes it can be good for broader exposure
Is it worth absorbing costs of clicks that don’t make sales?
Broad match modifier- you can fix the presence of a word eg +garlic means only results including garlic will come back.
Tip 2 - Long Tail Keywords are an under used type of Sponsored Brands ad
A lot of people bid on brand names
Most people use sponsored brand ads as top of f...
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By Michael Veazey
4.5
2626 ratings
Amazon Sponsored Brands overview
Amazon Sponsored Brands overview with Ritu Java of PPC Ninja
Click below to view a video presentation of this post:
Amazon Sponsored Brands video version
How time consuming are Amazon Sponsored Brand Ads?
It is time consuming!
Main not have such a quick ROI as sponsored product ads
Sponsored product ads has no creative so that makes it easier too
Use a lot of creative strategies to stretch the platform that’s available to us.
Sponsored brand ads allow you to capture more of the market.
Why Sponsored Brands exist officially
According to Amazon, it's to “Help shoppers discover your brand and products”
So is it more about brand discovery than direct response?
“Engaging” - is it actually more engaging than a picture of a product on a shopping platform
Brand building on Amazon with Sponsored Brands
Can you really build a brand on Amazon?
Most sellers are focussed on RoAS (return on ad spend)
Most shoppers don’t focus on the brand
Amazon has trained people to look for deals
Brand loyalty is hard to build on Amazon platform.
How does the RoAS of Sponsored Brands compare with Sponsored products ads?
Depends on the type of ad.
Product collection - most common
Headline search ad - shows up at top of Amazon SERPS
Could go to a product listing
Or to storefront
Or detailed page of specific products
New layouts coming up
Video ad (Beta)
Getting a lot of traction - works well
Amazon has tested placing those differently - people are online more often in Coronavirus times - placing at top of page just below banner ad
Daunting to get videographer - think outside box -
Create a video with zoom and pan effects with still images. Just add some background music. Up to 45 seconds. It’s autoplay - audio off by default and plays in a loop.
Just needs to be in a certain format.
Store Spotlight (Beta)
Only available on the Amazon Advertising Console
Amazon Advertising Console -previously AMS
Who has access already to AMS?
How do we get access to Amazon Advertising Console if we don’t already?
Sponsored Display ad (beta)
Actually type of ad that used to live under sponsored brands.
It’s actually a “product display ad”
Again only available if you have access to Amazon Advertising Console.
You can place this on your competitor’s pages.
New Layouts
Favour the “brand feel “ - you’ll need lifestyle images
Amazon is really pushing storesfront
TIPS - How to Sponsored brand ads
Tip 1 Brand Match -on sponsored brand ads - it’s not what you think
It’s not like broad, phrase, exact on sponsored product types
Broad matches might be very broad eg selling a garlic press might be Brought up by citrus juicer or apple slicer.
Download your search term report!
Sometimes it can be good for broader exposure
Is it worth absorbing costs of clicks that don’t make sales?
Broad match modifier- you can fix the presence of a word eg +garlic means only results including garlic will come back.
Tip 2 - Long Tail Keywords are an under used type of Sponsored Brands ad
A lot of people bid on brand names
Most people use sponsored brand ads as top of f...
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