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.
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 funnel ads.
- Instead, you can use them in middle or bottom of funnel. This gives you access to placements that are under-utilised.
Tip 3 – creative messaging with Amazon Sponsored Brands
– study your competition
Figure out which benefits your consumers care about
- Benefit – how it will benefit them
- Feature – what it can do or is?
- Credibility – speed, quality, as seen on eg Shark Tank, Ellen
- Urgency – better now than later, buy more than one etc.
- For a downloadable checklist, go to amazingfba.com/headlineads
For the video presentation by Ritu Java, click below:
Amazon Sponsored Brands
How do you accurately figure out your customer avatar?
How do you ACTUALLY know what they care about?
Sponsored Brands Example – homemakers
Top of funnel ad – homemakers
intent: window shopping
awareness: most unaware
Targets “kitchen”; “Kitchen tool”
Message: no more smelly hands
Sponsored brands example – product display ad [place on competitor’s page]
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
Other interviews on Amazon Advertising:
Amazon Headline Ads with Brian Johnson
Amazon PPC Management with Brian Johnson
Profitable Amazon Ads with Mike Zagare
Off Amazon Paid Traffic:
Facebook Ad Strategy with Rory Stern
How to Set up Facebook Ads (Tactics and walk-through) with Rory Stern
Facebook Ad Audiences for eCommerce with Rory Stern
Watch my full interview with Ritu Java
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