Sponsored Brands Ads: Advertising on Amazon
As part of the article series on Amazon Advertising, we now introduce you to Sponsored Brands ads on Amazon.
The Goal of Sponsored Brands
The purpose of Sponsored Brands is to direct visitor traffic to a specific Amazon product page with multiple listed products. If your own store is set up on Amazon.de, potential buyers can also be directed there. In addition to promoting multiple products, you can use Sponsored Brands ads to strengthen your brand on the Amazon marketplace. The logo, brand name, and slogan may not have been known to the customer before the search query, which is why Sponsored Brands are to be classified in the sales funnel above Sponsored Products.
Design Options for Sponsored Brands
The design options are limited to the headline and an image or logo. The Advertising Console Ad Builder generates the ad automatically and independently uses additional product information. After Amazon employees have matched the presentation with the guidelines, the advertising goes live within 1-2 days.
Placement: Where are Sponsored Brands Ads Displayed?
Sponsored Brands (SB) are advertising ads on Amazon. They appear in the search results list above the search results and at the bottom of the page as well as in the left sidebar.
They can only ever be booked and delivered for at least three products (ASINs). Sponsored Brands have a logo, a brand name, and a short ad text. The campaign is user-defined because you can adjust the headline and select your products individually. For the three selected products, three product images as well as the product title and their ratings are displayed.
Targeting: For Whom is the Ad Displayed?
From the ad, either the three visible products can be accessed directly, or you can reach a freely definable Amazon URL via the text and the first image, which usually includes your own products. This way you can also refer to your own store and thus achieve higher visibility. In the meantime, there are also alternative placements for Sponsored Brands. These are then displayed on other page areas. The display of Sponsored Brands takes place like with Sponsored Products keyword-specifically. Sponsored Brands can be booked via Amazon Advertising (formerly AMS) or Seller Central. They are a cost-per-click solution. You therefore only pay when a customer has clicked on your ad. Furthermore, Amazon provides you with statistics to control your campaigns.
Since many marketing opportunities are now also available to sellers, some vendors are currently thinking about switching to the seller program.
The Costs of Sponsored Brands
In the sponsored ads (Sponsored Ads) section, the auction-based cost-per-click billing procedure is explained in general.
Specified are the minimum costs for Sponsored Brands ads at 0.10 US$ per click. However, never higher than the limit you set. Competition for keywords determines the price and whether your own advertising is displayed. Keywords should be chosen that match the campaign goal (sales, branding) and are still favorable despite the competition for keywords. If the advertising should definitely be broadcast, the bidding for ad space can be automated and handed over to Amazon. The minimum is 100 US$ per campaign and 1 US$ per day. You only have to bear costs for actually occurred conversions and never more than the previously determined budget. The duration of the advertising campaign can be set according to customer wishes or linked to goal achievement.
Learn More About Amazon Advertising
This article is part of the series: Amazon Advertising - What Advertising Formats Does Amazon Offer?
In the following article: Amazon Brand Store - your sales page, you'll get an insight into how you as a retailer and manufacturer can set up your own brand store on Amazon to achieve decisive progress in the development of your brand on Amazon.
