Launch announcement

Sponsored Brands theme targeting is a dynamic and model-based approach designed to simplify campaign creation and boost campaign performance. With theme targeting, each targeting group bundles and continuously optimises keywords, leveraging Amazon’s machine learning capabilities and shopping insights. Theme targeting also helps show ads to relevant audiences and deliver success metrics. Two targeting groups are available in this launch:

• Keywords related to your brand targets a set of keywords that are often use to search for brands and promote brand impressions.
• Keywords related to your landing pages targets a set of relevant keywords that drive traffic to a brand store page or product detail pages.

These targeting settings are pre-selected with suggested bids, so advertisers can start a campaign quickly and effectively.

Theme targeting helps simplify campaign creation and management

Setting up campaign targets is time consuming and resource intensive. Moreover, campaign optimisation requires advertisers’ frequent adjustment and manual management. Theme targeting enables advertisers to create Sponsored Brands campaigns with simplified controls. Advertisers can start the campaign with at least one targeting group and one single bid for that targeting group. Then, theme targeting keywords will continuously be optimised so advertisers can maintain campaign targets more easily

Theme targeting helps campaign performance

Understanding the right keywords to drive campaign performance requires time and manual effort. Instead of taking time and resources, theme targeting will leverage machine learning capabilities and first-party data to source keywords for each targeting group and for each campaign goal. In addition, keywords under each targeting group are updated frequently to help goal-based campaigns deliver success metrics.

• Vendors
• Registered sellers

• Advertising console
• Amazon Ads API