5 steps to setting up a Sponsored Brands campaign

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Your advertising strategy should be multifunctional. That’s why we suggest adding Sponsored Brands to complement your existing Sponsored Products campaign. Combining them lets you use different image- or video-based creative formats that help your brand stand out, get noticed, and reveal your wider product selection, while continuing to promote individual product listings. Follow these five steps to set up your first Sponsored Brands campaign:

1. Create a new Sponsored Brands campaign

Make it easier for shoppers to discover your brand with more ad placements.

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Sign into your account.

Go to the Campaign Manager.

Click “Create a new campaign.”

Select Sponsored Brands.

2. Enter campaign details

Give your campaign a name. Determine your start and end dates. Set your daily budget.

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Run your campaign with no end date to give shoppers the chance to discover your brand year-round.

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The more competitive your bid, the more likely your ad could be displayed when it matches a shopping query.

3. Choose your creative ad format and where to drive shoppers

Product collection

Show a series of products from your catalog to highlight variety.

Store spotlight

Feature up to three pages from your Store to show off your wider product selection and brand.


Show your product in action so shoppers can see how it works.

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Select the products to feature in the campaign, and set up your ad creative, including brand name, logo, and headline.

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Remember to select the page where you want to drive shoppers: your Store or product detail page.

4. Select your targeting strategy

Choose one targeting option:

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Keyword targeting:

Choose keywords to help your products appear in shopping results. Use this strategy when you know the shopping terms that customers use to shop for products similar to yours.

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Product targeting:

Choose categories or specific products to target your ads; categories can be further refined by brand, price range, or review ratings.

5. Submit your campaign for review

You’re about to launch your first Sponsored Brands campaign—congratulations!