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
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
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.
Depends on the type of ad.
Headline search ad – shows up at top of Amazon SERPS
New layouts coming up
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.
Only available on the Amazon Advertising Console
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.
Favour the “brand feel “ – you’ll need lifestyle images
Amazon is really pushing storesfront
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.
– study your competition
Figure out which benefits your consumers care about
For the video presentation by Ritu Java, click below:
Amazon Sponsored Brands
How do you ACTUALLY know what they care about?
Top of funnel ad – homemakers
intent: window shopping
awareness: most unaware
Targets “kitchen”; “Kitchen tool”
Message: no more smelly hands
You can have a custom message
avatar: occasional chef
Intent window shopping
Everything else is pulled from the listing, you just decide messaging
For a downloadable checklist, go to amazingfba.com/headlineads
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