Launch announcement

Sponsored Brands introduces theme targeting to enhance goal-based campaigns

January 2, 2024

What launched?

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 optimizes 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.
Keyword targeting

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

Why is it important?

Theme targeting helps simplify campaign creation and management

Setting up campaign targets is time consuming and resource intensive. Moreover, campaign optimization 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 optimized 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.

Where is the feature available?

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

Who can use it?

  • Vendors
  • Registered sellers

Where do I access it?