Launch announcement

Simplified campaign management for Sponsored Brands with ad groups

October 24, 2022

What launched?

Sponsored Brands ad groups simplify the campaign management process for advertisers across all segments. Ad groups are a way to organize and manage your campaign by brand, keywords, product, category, ad format, landing page, or other classifications that tie to advertiser goals or marketing strategy.

Ad console view of managing individual ad groups

Ad console view of managing individual ad groups

Why is it important?

Prior to this launch, advertisers did not have a way to create a Sponsored Brands advertising campaign that matches their marketing strategy. Advertisers had to create and manage multiple campaigns, use campaign names to keep track of different strategy variations, and manage budget across campaigns with similar targeting. Having ad groups available improves flexibility, especially when managing campaigns across programs, since Sponsored Products and Sponsored Display already support ad groups.

For full technical details, please read here.

What are the key benefits?

  • Unified Console Experience: Successful campaign management patterns and practices used by advertisers can now be applied across all Amazon Advertising products. According to the March 2020 Ads Benchmarking survey, time savings (49%) and value-added analyses and tools (48%) were the most frequently selected reasons for advertisers collaborating with partners for digital advertising.
  • Simplified Campaign Structure: Ad groups will enable advertisers to structure their campaign by grouping targeting, brands, products, categories, or ad formats. You can organize ad groups based on targeting categories such as branded/non-branded or broad/exact match, or by brands and categories. For instance, you can use the keywords in the ad groups that match that creative headline which can improve the performance for your ad.
  • Unified Report: Advertisers had to pull the performance metrics from lifestyle ads, video ads, and compare the impact manually. The new unified reports allow you to generate unified downloadable reports that contain data from legacy and new ad groups campaigns, regardless of ad format. The new experience will support consolidated data for campaigns, keywords, campaign placement, search terms, and attributed purchases offline reports.
  • Creative Testing: Advertisers can now evaluate targeting variants against different ad formats or landing pages by using multiple ads within an ad group. Tracking brand driven metrics such as New to Brand and Detail Page views allow advertisers to refine the variants that lead to best performance.
  • Landing Pages: Advertiser can associate different landing pages with each ad group. This allows advertisers to tune their specific targeting strategy for each landing page and ad creatives.
  • Ad Moderation: The new enhancement only ad creative will get moderated. If your ad creatives get rejected your campaign will not turn to reject. Your campaign will continue to deliver as long as there is one approved ad in your campaign.
  • New-to-Brand metric for video: The New-to-Brand metric is available for video creatives at the campaign, ad group and ad level in ad console and reporting. Advertisers can better understand the awareness-driving impact resulting from first-time brand customers on Amazon.
  • Video in-flight editing: Advertisers can edit Sponsored Brands video creative format in-flight for ad group campaigns.
  • Ad Name: Advertisers can assign a unique name for each ad creative to differentiate between the variations of your creatives.
  • Search Term: Search term report tab is available for Sponsored Brand ad console for ad groups campaign. The search term report offers visibility into the search terms shoppers enter when searching on Amazon. You can use this report to identify high performing searches from shoppers and to create negative keyword or product targets for search terms that don’t meet your goals. The number of impressions in the report may not match the number of impressions listed in the campaign manager. This happens because the search term report only includes search terms that resulted in at least 1 click. Search term reports offer a custom date range of the last 65 days.

Please note ad groups creation and management is not available for legacy campaigns through Ad Console and API. Also, please note keyword placement report is not available for Sponsored Brands campaigns with ad groups in Ad Console and API.

For full technical details, please read here. Please refer to SB version 4 API migration guide for more information.

Where is the feature available?

  • North America: United States, Canada, Mexico
  • South America: Brazil
  • Europe: Germany, Spain, France, Italy, Netherlands, United Kingdom, Sweden, Turkey
  • Middle East: Saudi Arabia, United Arab Emirates
  • Asia Pacific: Australia, India, Japan, Singapore

Who can use it?

  • Vendors
  • Registered sellers

Where do I access it?

  • Advertising console
  • Amazon Ads API
You spoke, we listened

This launch or feature update is as a result of advertiser driven feedback