Since 2016, over 2,000 new sellers have joined Amazon’s 20 worldwide markets every day, with over 700 of those merchants being headquartered in the United States, according to research by Marketplace Pulse.

Therefore, it’s become more crucial than ever to figure out how to differentiate yourself. Amazon is also making every effort to ensure that companies (of all sizes) feel secure in entrusting the ecosystem with their reputation.

Although Amazon does own a significant part of the market, they are not content. They are always seeking for new ways to leave a bigger footprint. Amazon is currently putting a heavy emphasis on developing methods by which marketers may creatively cultivate their message, design, and distinctive value proposition.

When trying to advance their eCommerce business, sellers should start with the Amazon Brand Registry. Once you’ve done that, though, it’s time to move on and consider how Amazon Pay per Click Advertising can assist you in securing valuable space on Amazon’s marketplace.

Because of this, when many Amazon sellers start using Sponsored Brand Ads, their online businesses really start to take off.

But first, a quick review.

PPC Advertising: What Is It?

Amazon’s internal advertising system includes pay-per-click (PPC) advertising. Third-party sellers, companies, and agencies use Amazon PPC to place bids on particular keywords, products, or categories to create adverts for their goods.

Then, both Amazon’s search results and the product listings of competitor companies include these adverts. The advertiser only pays Amazon using the pay-per-click model when you click on the advertisement. You won’t have to pay for impressions if you are conducting Amazon PPC advertising. The visibility and sales of the goods can be greatly increased when a PPC campaign is effectively handled and improved.

In addition to being incredibly successful, Amazon PPC also enables sellers to monitor the sales that their advertisements lead to in order to see which particular ads are generating conversions. This makes it easier for you to decide which market to focus on more and SAVES you money on Amazon advertising.

Unfortunately, Amazon PPC can initially seem extremely overwhelming. Sometimes it might be challenging to get started because there are so many different ad types, campaign types, and methods.

Let’s start by saying..

What’s the Process for the Amazon PPC Auction?

Each Amazon PPC ad’s cost per click (CPC) is chosen through an auction. You, as a prospective advertiser, submit bids (in dollars and cents) for the advertisement and the location. The best ad position is then awarded by Amazon to the highest bidder. The highest bidder wins and pays a dollar more than the next highest bid.

The first PPC Quick Start Guide offers a PPC-specific terminology to help you get up to speed quickly if you’re new to selling on Amazon.

How to Begin Using Sponsored Brand Ads

Sponsored Brands are cost-per-click (CPC) advertisements that may focus on particular items, categories, or keywords. They include the logo of your company, a unique headline, and several products. Sponsored Brand advertisements are prominently shown on product detail pages as well as inside relevant shopping results. The adverts can show up on desktop and mobile devices. and encourage shoppers looking for comparable products to find your brand.

You can customize the materials that Sponsored Brands give you the option to generate, and these might include both product and lifestyle images and video. Customers can be directed to your Amazon Store, a new landing page, or a custom URL.

Who Is Able to Use Sponsored Brands?

Vendors, book vendors, agencies, and professional sellers who are members of the Amazon Brand Registry may use Sponsored Brands.

What Products on Amazon Are Ineligible for Sponsored Brands?

Products in closed categories, used products, reconditioned products, and adult products are currently not eligible for advertising. Please refer to the creative approval policies for Sponsored Brands and Sponsored Products for a complete list of categories that are allowed and forbidden.

“New-to-Brand” Metrics

Advertisements for sponsored brands encourage consumer brand discovery and aid in expanding your audience. You should be aware of what proportion of sales are attributable to these efforts because encouraging first-time purchases can frequently be more expensive than encouraging repeat purchases. The effect of Sponsored Brands on expanding your brand audience cannot be accurately measured by ACoS or RoAS alone.

Amazon sellers can track orders and sales of their products from people who are just discovering their brand on Amazon by using new-to-brand analytics. Your “discovery” campaigns’ effectiveness can be determined by adding new-to-brand indicators to return on ad spend (ROAS) or advertising cost of sales (ACOS) measurements.

Advertising Formats for Sponsored Brands

Product Collection, Stores Spotlight, and Sponsored Brands Video are the three different Amazon Sponsored Brands ad creative forms.

 

 

With Amazon’s product collection approach, you may advertise a variety of products from a single landing page or set of lifestyle images. Here, you may use advertising with high-quality customized images to deliver your story to Amazon customers who are just browsing.

To help potential customers better understand your product, you might utilize unique images that symbolize your brand or lifestyle imagery. Following the selection of your product collection, you will choose a landing page and at least one product to highlight in your creative.

A Pro Tip from KTG Solutions

You can use Sponsored Brands to promote your individual brand. With features like highlighted books, reviews, summaries, and other ASIN-related content, the landing page for your advertisements transports customers into a virtual bookstore and facilitates browsing and decision-making.

Spotlight on Stores (beta)

Amazon Brand Stores enable retailers to put up a free online storefront for their brands for those sellers who have an Amazon brand registration. 

Sellers may instantly establish a website-within-a-website to highlight your business by using pre-made templates and bespoke layouts (and creativity).

Take your brand Store to the next level with Stores Spotlight now that you’ve invested the effort in growing it. 

With Sponsored Brands, you can now highlight your store to make it (much) simpler for a happy customer to develop a buying habit. 

In a Sponsored Brands campaign, you can highlight up to three Store subpages, and you can change the headline, as well as the subpage image and label.

According to Amazon, “the Store must have a minimum of three subpages, with a different product on each subpage, to be eligible. Your Store page’s first three subpages will automatically be chosen for the Sponsored Brands creative, but you can choose which subpage you wish to highlight. Additionally, you may choose a brand logo, add a unique headline, and edit the labels and graphics used to represent the subpages in your campaign.

Sponsored Brands Video

Video is a scroll stopper, if you’re like the majority of people. There is no avoiding it. The new ad style Sponsored Brands video, which plays automatically in shopping results, has been launched by Amazon.

  • The six to 45 second video adverts are shown on desktop and mobile.
  • Sponsored Brands video advertisements promote your product using certain keywords.
  • Customers are directed to the product detail page after clicking on the video, where they may learn more and buy your product.

This will seem familiar if you are familiar with the procedure for developing an Amazon video campaign. The only thing that has changed is that the Sponsored Brands video now has its own ad placement and auction. This implies that if you run Sponsored Brands videos, they won’t compete with any other sponsored advertisements you could be running or your Sponsored Brands ads.

How to Begin with Amazon Sponsored Brands
  • Decide on a campaign’s budget and duration.
  • Add a headline and select the products you want to highlight to create and modify your advertisement.
  • Select the keywords you want to target and the amount you want to pay for clicks.
  • Send your ad in for review. (Amazon states that a review will be done in 72 hours.)