Case study
Bayer achieved 97% top-of-search impression share with Sponsored Brands reserve share of voice
Using Sponsored Brands reserve share of voice across eight flagship brands in Germany, Bayer was able to increase impressions by 7.8x, improve branded visibility, and increase click-attributed top-of-search sales by 5.6x.
key insights
97%
Sponsored Brands top-of-search impression share, increased from 77%
7.8X
Increase in impressions
5.6X
Increase in click-attributed top-of-search sales
Solutions used
Goals
In Germany’s over-the-counter (OTC) health and personal care industry, purchase decisions are often driven by brand trust rather than price. Shoppers frequently search directly for well-known brands when looking for solutions to specific health needs. For Bayer, maintaining strong visibility on branded search queries is critical to helping shoppers quickly find the products they trust while reinforcing brand equity in a competitive retail environment.
Bayer aimed to strengthen their presence at the most influential moment in the shopper journey—when a customer searches for a Bayer brand on Amazon. The company wanted to ensure that shoppers searching for their flagship OTC brands would consistently see Bayer at the top of search results. At the same time, Bayer sought to improve engagement and conversion performance on those high-intent queries.
Working with Amazon Ads, Bayer launched a campaign using Sponsored Brands and the reserve share of voice solution to secure prominent placement for branded search terms. The objectives were to increase top-of-search visibility, improve click-through rates, and capture more of the demand already generated by shoppers actively searching for Bayer products. Bayer also wanted to increase efficiency and predictability of those placements.
Bayer’s Sponsored Brands reserve share of voice campaign for Aspirin
Approach
To achieve these goals, Bayer activated Sponsored Brands reserve share of voice, which allows advertisers to reserve top-of-search placements for specific branded keywords at a fixed price. This approach helped Bayer ensure consistent visibility for their flagship OTC brands when shoppers searched directly for those brand terms.
Reserve share of voice campaigns were launched across eight Bayer brands in Germany, including well-known OTC products such as Aspirin, Bepanthen, and Iberogast. By reserving branded keywords, Bayer was able to maintain strong top-of-search presence while reducing the volatility often associated with traditional cost-per-click auction dynamics.
Bayer combined the reserved placements with engaging Sponsored Brands creatives designed to guide shoppers toward their product offerings. These ads highlighted Bayer’s brand identity and directed shoppers to relevant product selections, helping customers quickly navigate from branded search queries to the products they were looking for.
The strategy focused on maximizing brand visibility at the top of the search results page while capturing demand already driven by brand awareness and other upper-funnel marketing efforts. By pairing predictable top-of-search access with the reach and brand storytelling capabilities of Sponsored Brands, Bayer aimed to improve engagement and conversion outcomes across multiple product categories.
Marvin Derstappen, Senior Retail Media Manager, BayerIn eCom, the search bar is the shelf—and branded search is our most valuable placement. Sponsored Brands reserve share of voice broke the CPC auction spiral exactly where we can't afford to lose visibility: high-intent branded searches. Fixed-price, consistent top-of-search, zero guesswork.
Results
The campaign delivered strong improvements across multiple key performance metrics. By securing consistent top-of-search visibility on branded queries, Bayer was able to increase their presence during high-intent shopping moments and capture more engagement from shoppers searching for their brands.
Across the branded search queries included in the campaign, Bayer increased their top-of-search impression share from 77% to 97%, ensuring near-total visibility for their reserved keywords. This translated into 7.8x more impressions.1
Increased visibility helped attract more shoppers to Bayer’s product listings when they searched for the company’s brands. As a result, Bayer saw a 5.6x increase in click-attributed top-of-search sales, demonstrating stronger shopper engagement and purchase activity once customers reached Bayer’s product pages.2 This also helps ensure that shoppers searching for their brands are able to quickly find and purchase the intended products.
These results illustrate how Sponsored Brands reserve share of voice can help brands strengthen visibility and engagement on branded search queries while improving the efficiency of high-intent traffic.
Sources
1–2 Amazon Marketing Cloud, US, 2025–2026. Performance metrics are based on several advertising campaigns for an early-stage or newly launched product in 2025. Results may not be typical and do not guarantee future performance.