Previously known as Headline Search Ads, Sponsored Brand Ads are a powerful resource in your Amazon PPC toolbox. By dominating the top of search results, they catch consumers’ attention and may be used to increase their awareness and consideration of not just one of your products but of your entire brand.

What are Sponsored Brands on Amazon?

At the top of Amazon’s SERP are Amazon Sponsored Brands, which are effectively banner advertisements.

You can adjust and personalize the headline and image fields to your preferences. Depending on where a buyer clicks on a Sponsored Brand ad, they may be directed to either your Amazon Store page or a specific product listing.

 

What Makes Sponsored Brand Ads a Good Option for Amazon Advertising?

On the search results page, a potential customer initially sees Amazon Sponsored Brand Ads. They have a written headline, are keyword-focused, appear at the top of the page, and can display up to three clickable products (or ASINs) continuously.

Here are the main reasons for using Sponsored Brand Ads on Amazon.
  • Amazon Sponsored Brand Ads attract TOFU customers.
  • The Amazon Sponsored Brand Ads have several uses.
  • Amazon Sponsored Brand Ads raise awareness of a brand.
  • Amazon Sponsored Brand Ads offer special reporting features.

 

 

These advertisements draw top-of-funnel clients who are ready to buy. They are on Amazon for a reason, right?

Customers who shop on Amazon are frequently more prepared to make a purchase the same day they click on an advertisement than customers who shop on Google, who are typically further down the sales funnel.

“US and European consumers are far more likely to learn the brand of a recent purchase through Amazon than from a conventional web search engine.”

The adaptability of Amazon’s Sponsored Brands is another excellent quality. With Sponsored Brands, you can display numerous products at once while you can only advertise one product in a Sponsored Product ad. This makes it ideal for promoting related or complimentary goods, such as peanut butter and jelly or forks and spoons.

Think of building brand awareness and highlighting essential characteristics when considering sponsored brand advertisements. Three places that sponsored brand ads can direct potential customers to all work to earn their trust:

  • A brand page
  • A unique Amazon web address
  • A best-selling product

The exceptional reporting features of Amazon Sponsored Brands are another another fantastic reason to use them. New-to-brand analytics from Sponsored Brands reports let you see how many of your sales come from first-timers. You can determine how much your customer base is expanding annually using these data.

How to Make Brand Sponsored Ads in Amazon Advertising

Stop! Please discover how to create Sponsored Brand Ads if you haven’t already been accepted into Amazon’s Brand Registry program.

OK, let’s go on.

This fast instruction for producing Sponsored Brand Ads is provided by Amazon. Sponsored brand ads can be made in a variety of ways. Sponsored Brand Ads are targeted at top-of-funnel clients who may need to be convinced by a brand page or landing page to display products and credibility, as we previously stated.

Amazon Keywords and Ad Copy

Sponsored Brand Ads use keyword bidding, much like all other PPC advertisements.

You can select the campaign type and Amazon will propose keywords as you set up your campaign.

It’s critical to align keywords with the appropriate stage of the marketing funnel. There are three major keyword groups to concentrate on: Amazon Ad Copy and Keywords

  • Generic product keywords (top of funnel, or TOFU)
  • Brand keywords (middle of funnel, or MOFU)
  • Brand + product or specific product keywords (bottom of funnel, or BOFU)

The generic product keywords are the primary area to concentrate on for Amazon Sponsored Brands because these customers are aware of the products they want but are still conducting brand comparison research. They may not be sure of the brand they want to purchase, but they are certain of the kind of goods they need.

 

Here’s what the marketing funnel looks like.

 

A further strategy for boosting Amazon Sponsored Brand Ads is to bid for keywords that are relevant to similar products or your competitors.

For example, if we search for “North Face jackets,” we will encounter numerous adverts from competing companies attempting to distract my attention from the item for which we initially searched.

Advertisements for camera bags, lights, stands, etc. can appear if you searched for a product like a camera that is heavily accessorized. You can experiment with various keyword tactics to find which ones are most effective.

Final words of advice on Amazon keywords:
  • Avoid making the beginner error of keyword stuffing. Aim for a knowledgeable and exact approach.
  • Change your bidding strategy if your keywords aren’t generating the impressions or conversions you want.

Your ad copy should correspond to the keywords that are most crucial for people to find your product, regardless of what your keywords are. One of the few times when Amazon permits you to be inventive with your adverts is right now. Use it to your advantage and write something that will genuinely grab the attention of a potential consumer.

What Makes Sponsored Brand Ads on Amazon Apart from Sponsored Product Ads?

In terms of location and the message you’re trying to convey to the customer, Sponsored Brand Ads and Sponsored Product Ads on Amazon PPC are fairly similar to one another. Sponsored Brand Ads may only be set up in manual campaigns, which is a significant distinction.

Here are the differences between automatic and manual campaigns.

 

Sponsored Brand Ads are less expensive than Sponsored Product Ads, but they don’t convert as frequently.

Reach New Customers with Sponsored Brand Ads on Amazon

Amazon’s Sponsored Brand Ads are a fantastic way to increase brand recognition, brand trust, and traffic and sales to a specific product or landing page.

Sponsored brand advertising generate more money than other campaign ads, therefore investing in them is worthwhile. To get the most out of this strategy in your marketing funnel, fine-tune your Amazon keywords and bidding strategy.

Use your imagination and expanding PPC knowledge to grab attention.