Guide
Brand-building tips with Amazon Ads
Branding can help companies identify the uniqueness of their products and distinguish themselves through brand names, brand logos, designs, and brand stories. Branding not only allows companies to stand out from the competition, but also serves as a key factor in promoting awareness of their products.
What Amazon Ads can do for your brand
Drive brand discovery
75% of shoppers use Amazon to discover new products or brands.1 Sponsored Brands can help customers discover your brand and products with creative ads that appear in relevant Amazon shopping results and increase their consideration.
Measure your brand
With the launch of new-to-brand metrics in 2020, advertisers using Sponsored Brands can determine whether an ad-attributed purchase was made by an existing customer or a new buyer for the brand’s product on Amazon (within the past year).
Increase consumer trust
When you link your branding campaign to your Stores, the interaction between you and your consumers goes beyond just one click. This creates opportunities for deeper connections with potential customers. Such connections can help you build brand loyalty and provide opportunities for value-added sales, bundles, and more.
— Yang Jiawei, corporate representative of BluedioMaking smart use of the combination of Sponsored Brands and Stores not only helps create a best seller, but also consistently attract visitors to the Store, increasing brand influence and making China’s smart manufacturing more visible on the global stage.
How to use sponsored ads and Stores to build your brand
1. Sponsored Brands
Sponsored Brands can help make it easier for consumers to discover your brand on Amazon. You can add your brand logo, engaging headlines, custom images, and products to your campaigns to increase brand awareness and consideration among shoppers.
You can also link Sponsored Brands ads to your Store to make it easier for consumers to interact more with your brand and products.
2. Sponsored Products
Sponsored Products can help increase your sales by promoting your products to consumers who are shopping for similar products on Amazon. Sponsored Products makes purchasing easier for shoppers by leading them to your product detail pages. The more people discover your products, the better your chances of getting a sale.
3. Use a combination of Sponsored Products, Sponsored Brands, and Sponsored Display to increase your advertising reach and impact, and optimize your ad spend
Advertisers using Sponsored Products see an average increase of 12% in new-to-brand customers3 within 30 days after launching their Sponsored Brands or Sponsored Display campaign. After running Sponsored Brands or Sponsored Display for 60 and 90 days, new-to-brand customers grow by an average of 26% and 34% respectively.2
For Sponsored Products, you can select automatic targeting to create your first campaign to make your ads automatically match customer shopping queries. At the same time, you can launch your branding campaign to increase your brand exposure. Select keywords that are relevant to your ASINs, brand, and category may help you:
- Increase your visibility in high-impact placements, such as at the top-of-search results
- Continuously attract and convert new customers
- Gain valuable insights to understand how customers find and buy your products
- Attract and engage customers at all stages of shopping, including awareness, consideration, and purchase
4. Create a Store to enhance the interactivity of your brand
Your Store can take your advertising experience to the next level and help increase engagement and sales. When shoppers visit your Store from your Sponsored Brands ad campaign, they can have a unique experience of your brand. Creating a Store as early as possible can help you enhance your customers’ brand experience, and you can use videos and lifestyle, product, and brand images to better tell your brand story in your Store.
Optimize your Sponsored Brands ad
Make your headline engaging and action-oriented. Please note that whether your products are brand-new or exclusive, be sure to showcase what makes them unique. To provide a good customer experience, make sure your headline matches the product selected for your ads, and check the following:
- Scrutinize your grammar: Incorrect punctuation, spelling, or capitalization will not pass moderation. Please double-check the headline to ensure it is correct. This will save the time for repeated revisions and reviews.
- Don't over-polish: We know that you want your brand and products to look their best, but please avoid unsupported claims such as “best” or “best seller.”
- Keep an eye on your promotion and holiday news: You can promote through Sponsored Brands to drive awareness, and make sure that your campaign end date matches what’s shown in your ad.
Pick products that represent your brand and showcase your product selections. Choose products that are brightly colored or visually appealing and would look great in an ad.
There are different landing pages for Sponsored Brands campaigns: When customers click on an individual ASIN in your ad, they will be taken to the detail page for that product. When they click on your logo or title, they will be taken to your Store or product collection page, where the products you select will be displayed.
Tip: The product collection page must contain at least three ASINs. We recommend that you add all ASINs associated with your campaign. If there are fewer than three eligible ASINs on the page due to out-of-stock issues, your campaign will be suspended. If you have fewer than three ASINs, consider creating a Store to promote your products.
Your logo matters. Prepare a high-resolution file of your logo to upload before you begin advertising.
Once an ad is submitted, the Amazon moderation team will review it within 72 hours. Once approved, your ads will automatically take effect. If your ad is rejected, we will notify you via email explaining why the ad is not approved. Then you can revise and resubmit it.
Brand-building and optimization techniques
Identify and use top-performing keywords
Start automatic targeting in Sponsored Products campaign early. With this feature, Amazon automatically matches your ads to relevant customer shopping queries to help you understand how consumers find and buy your products.
Regularly check search terms that perform well. You can check your search term report (available under “Ad Reports” in Campaign Manager) to see which terms generate the most impressions, clicks, and sales. Then, use these keywords when you create or optimize a manual targeting campaign. You can also use these best-performing keywords in your Sponsored Brands campaigns.
Use brand and category keywords
Brand keywords include the name of your company or brand. Category keywords are related to your products, but do not include your company or brand name. A comprehensive advertising strategy includes these two categories of keywords. You should leverage both of them to maximize your reach and influence.
Leverage all keyword match types
Use a combination of keyword match types to increase your reach and influence. Broad matches give your ads the most exposure, while phrase and exact matches are more restrictive but can lead to highly relevant traffic. You can add negative keywords to your Sponsored Products campaign. This will help you reduce irrelevant traffic and optimize your ad spend.
Review your performance
Amazon Ads provides you with the tools you need to measure whether the performance meet your expectation after you launch your campaign. Keeping your advertising performance under review to get the most out of your investment.
In “Campaign Management,” you can find a number of downloadable reports that can help you understand whether your performance is meeting your goals. Many advertisers use Sponsored Products report to evaluate their advertising cost of sales (ACOS) for insights into their ad spend and the sales generated by ads. For Sponsored Brands, focusing on impressions or new-to-brand metrics is critical to understand how many potential customers have discovered your brand.
Run an ad campaign with no end date
There are two benefits to taking an always-on approach. First, you'll be able to gain insight into how consumers find and buy your products, making it easier to optimize your campaigns. Second, you won't miss the opportunity to show ads to relevant consumers.
Set competitive bids
Setting competitive bids can help more consumers see your ads, which will in turn increase their interest in your brand and products. If you're not sure how to determine your bid amount, you can find information related to Sponsored Products and Sponsored Brands in Campaign Management, or watch this video on keyword bidding strategies.
Enhance brand awareness by combining multiple sponsored ads solutions
Compared with brands that use only one sponsored ads product, brand awareness index and consumer consideration for brands that use at least two sponsored ads products are 30% and 35% higher, respectively.3
Check out below resources from Seller University to learn more:
1 Tinuiti, “The 2020 Amazon Shopper Survey”
2 Amazon Research, May 1, 2020 to April 30, 2021. Comparison of the performance of global advertisers around 30, 60, and 90 days after they first start Sponsored Brands or Sponsored Display.
3 Amazon Research, Global Consumers, March 2021