Launch announcement

Sponsored Brands goal-based campaign control provides advertisers with a new way to express a desired campaign goal to align with advertising objectives and further optimize against key success metrics such as clicks or Top-of-search impression share. For advertisers, deciding which inputs (targets, bids, ad creative formats) are needed to achieve specific goals can be time-consuming and resource intensive. To help advertisers achieve better results and set-up campaigns effectively, we are releasing two new goal-based controls: Drive page visits (DPV) and Grow brand impression share (BIS).

To deliver sustainable brand growth, brand strategies focus on telling brand stories and moving shoppers along the marketing funnel, from awareness to consideration, conversion and loyalty. Sponsored Brands goal-based campaigns allow brands to express their campaign needs, deliver against those needs with simplified controls, and further optimize your campaigns against key success metrics such as clicks and Top-of-search impressions share.

What are use cases of the first two goals?

In this release, brands can select one of two campaign goals from the campaign creation process:

Drive page visits campaigns can help drive consideration for your brands and lead customers to visit your brand store and product detail pages. It serves ads across search pages, detail pages, and the home page. The success metric for this goal is “clicks.” All previously created Sponsored Brands campaigns will be tagged as “Drive page visits.” You will pay by cost-per-click (CPC).

Grow brand impression share campaigns can help drive brand accelerated growth and brand discovery by increasing the top-of-search impression share for your brand and your categories. This can help strengthen your share-of-voice in the Amazon store. Your ads will show on top-of-search. The success metric for this goal is “top-of-search impression share.” You will pay by cost per 1,000 viewable impressions (vCPM).

Combining these two campaign goals in the campaign portfolio, brands can structure campaigns to deliver business short-term sales and long-term sustainable growth.

From Amazon data of 6,000 advertisers (June 2023), on average, 60% of shoppers who searched for a brand purchased from a competitor brand in the next 30 days from the search. Thus, investing in maintaining and increasing top-of-search impression share will help brands engage with shoppers and build strong brand awareness and consideration.

In this release, to help advertisers achieve their campaign goals, Sponsored Brands also introduces theme targeting, a dynamic and model-based targeting that helps advertisers simplify campaign creation and improve campaign performance. These themes bundle and continuously optimize keywords that leverage Amazon’s ever-evolving insights based on shopping trends and machine-learning algorithms to show ads to relevant audiences and help drive the success metrics. Two theme targeting groups are available: “Keywords related to your brand” is a set of keywords that are often use to search for brands and promote brand impressions; “Keywords related to your landing page” is a set of relevant keywords that drives traffic to the brand store page or product detail pages.

In addition, brands will receive tailored recommendations to deliver campaign goals. According to the historical campaign performance, on average, campaigns using suggested bids and keywords saw 95% more clicks and a 22% lift in top-of-search impression share compared to those that didn’t (Amazon internal data, 2022)

• Vendors
• Registers sellers

• Advertising console
• Amazon Ads API