Amazon Sponsored Brands Ads - Step by step tutorial 2024

Amazon sponsor brand ads in today's video I'll be covering all about it so what are the different types of sponsor brand ads you can create is it a headline ad is it a video ad where do those ads appear and all about it so pros and console stay tuned my name is eigor and I'm the co-founder of Amazonia PPC agency we've been helping Amazon Brands scale their businesses since 2016 sponsor brand ads the first and most important place M for sponsor brand ads is this headline placement so it's the one that everybody spot the first when they browse on Amazon so I've tapped in Hairspray for women and this is what I get so canra is really doing a good job of showing up over here and immediately um telling the visitor that they are really important in the space so even the the small brand can decide to go aggressive i l for this keyword and and immediately show up here and when you couple that with the product launch you can really Drive significant number of clicks and if you do did everything right on your product listing you will see conversions now this is sponsor brand placement then right below are the sponsor product placements these first four when you scroll down a bit you will see also sponsor brand video placement at middle of the page P this is it it's really eye-catchy it's a really great way to stand out among all of the static product uh images around it and then at the bottom of the page you will see additional uh sponsor brand placements so these three guys are over here as I covered in my previous video there's going to be a sponsor display and sponsor products all over the place okay let's start with a campaign creation process as with any other campaign we want to start by adding a descriptive campaign name because you want to be able to quickly go through the campaign list and immediately know what the campaign is about is it sponsor brand keyword targeting is it sponsor brand product targeting sponsor brand video or any other campaign type in this example I'm not going to go through all of that but as an example we can go ahead and add sponsor brand video and then add um is it a if it's a keyword targeted then we can go ahead and say for example exact match and then say it's a branded one uh and if it's a sponsor brand product targeting I would go with sb- PT or whatever you uh feel like creating then you go ahead add budget select your brand and similar to what we covered in sponsor display you will have an option to select to use the CPC cost model which is cost per click or vcpm where you pay Amazon a certain amount of money for every thousand viewable Impressions I don't recommend using that uh cost type because it's not um precise and you're going to get an inflated results you will feel like your campaign are performing much better than what is the reality so you will most prob go with the Dy page visits next up you will have an options option to create uh to sorry to enable or disable the automated bidding what this does for sponsor brand ads is um it can automatically lower the bids for placements other than top of search so by default you will enter your bid if you select the bit to be $1 uh that's going to be your bit for top of search and if you enable this um option which is enabled by default it means that Amazon algorithm is going to uh automatically lower the bits for rest of the search placements and product display Pages or any other uh placement they the other than top of search uh there's an option to set that manually and then say that for example if you want to decrease those placements other than top of surge by certain percentage Additionally you can even go ahead and increase the percentage for other placements than top of search what that means in reality is that whatever bid that you set that's going to be bid for top of search and that's it the maximum amount you're going to pay for top of search and if you uh add additional increase here that increase going to be for placements other than top of search that is rest of search and product display pages this can be useful if you want to have more granularity and have one campaign with this option enabled and have um top of search maximized and then if you can create the campaign with same all the same options and just have that campaign as a let's say rest of the search and produ display Pages campaign by setting a significant increase in the percentages here uh for other than top of search next up is the ad group name recently I've I've started leaving the ad group name with all the details of the actual dat and time that the ad group uh was created just because it gives me more information when I actually created uh a certain campaign but you can uh that is because we only use one add group per campaign in all scenarios but um that's just an option for you uh next up is to select the ad format this can be typical uh sponsor brand Custom Image um ad as as shown in the uh example here or it can be sponsor brand videos we'll cover that shortly um so product collection you can select it to have to lead directly on your storefront again if you have your storefront correctly created which you should and there's a video I covered why you should uh create uh proper storefront and there's an option to have a new landing page that is really useful if you want only want to promote a certain number of products for example you you select your four or five or whatever number of best sellers and want to drive your that traffic to only those um products and not any other or maybe if you neglected creating a proper storefront um page next up is store Spotlight for this option uh you need to have multiple Pages as it said store on Amazon but you must have four or more pages each with one or more Unique Products um this option is uh let me try to find you a an example I think I saw it recently when searching for under aror under shoes I think yes so this is the option uh immediately from sponsor brand ads you can select to have somebody who's interested in men women's and kids immediately if they click uh men's they're going to be directed to the men's sub page women's sub page or kids sub page which can be pretty useful because you then immed mediately have people clicking where they want to end up buying and last option is the video ad where again you can select to drive traffic on your store Page or sorry storefront or some of the sub Pages or product detail page uh let's first cover the product collection and then we'll cover the video ad for product collection Next Step that you need to add uh is where you need to add your products now please know that you need to have at least three products to show uh on your new landing page uh but I recommend not having only three because if one of those run out of stock your ad um will have issues either it it uh I'm not 100% sure is it going to run or is it only going to run and show you you only two products but I think it's not even going to run without the three products selected you test that and let me know in the comments uh so you go ahead and choose from your options here and create add all of the uh available products that you want to Target next up is the actual cost control similar to what we've seen in sponsor display ads you have an option to create um automate automated bidding and let the Amazon algorithm dictates where you want to uh bid more or less here you can select to have cost per Target cost per click option and set that uh here and forget about a bidding in the future typically I don't do that but I strongly encourage you to test that out so I turn off that option next up is to choose the targeting so you can go ahead with keyword targeting and product targeting for keyword targeting just basic targeting that you have uh as a any other sponsor product campaign um now what happened few months earlier is that Amazon started experimenting with uh we can freely say it's an sponsor Brands Auto campaign how you accomplish that you can accomplish that by adding these two match types that Amazon recently added one is called keep keywords related to your product uh to your brand and the other one is keywords related to your landing pages now both of these uh can have different Performance Based on how well you optimized your listing and your back end I've seen different results from this most of them were driving a lot of spend not that many sales but that's up to you really to test with is it does it work for your brand or not what I do suggest strongly is that you do not add both of these to your single campaign so you go ahead and create for test per testing purposes one campaign with uh match type keyword related to your brand and the other one keywords related to your landing pages and set the appropriate bit now I typically remove those because I now want to select uh proper keyword targeting um campaign when you add your keyword targets I'm not going to go through that in details because you probably got that figure out by now when you go down you can have your negative keyword targeting what I suggest here if if this is uh if this was a generic campaign where your uh terms uh included that do not include your brand name then you should negate your brand name in phrase if this was Under Armor uh generic campaign then it would consist of a keywords like running shoes running shoes for men or whatever but not under armor so you want to exclude um brand name here so you would go ahead and add it um Under Armor and add that as a negative phrase why phrase because you want to exclude any other keywords that have Under Armour inside and you just hit add keywords and you completely finished all the work related to the excluding your brand name next up is to create an ad the fun part um you should add your logo which is strongly advised to do that then you should add your brand name uh your products your headline headline with headline if you're not that creative um any AI tool can help you with that to do that in any language that you want to use if you're interested in that I can cover that as a separate video next up is the Custom Image which is now a requirement that you need to have in order for your sponsor brand ad to run when you go to your Custom Image you will see spe specifications on the dimensions and size of the image that you can use it it's very important to know that you cannot add your logo or your product image as you used on your uh like default back white background and the product um in front of it but it needs to be a lifestyle photo so use these image specifications and send that to your designer uh to provide you with graphics when you add that you will have nice fancy little picture over here um as every other brand owner um that typically yeah so that covers creating a custom image sponsor brand ads let's go back and now select sponsor brand video you can select to drive products uh uh to the storefront or product detail page let's select that as a storefront you have your cost control okay when you when we select the sofr we don't have the ability to to add the creative so let's do product detail page and similar to what we did previously we're going to add just for the sake of the test add our products the important difference between uh targeting with Custom Image sponsor brand Custom Image ad is that that with product collection you can drive your traffic to the custom landing page while with the video ad if you select product detail page there's only a single product that you can Target uh with the sponsor brand video there's again cost control I disabled that and you can also with even with the video you can select easy to uh sponsor brand video for keyword targeting or product targeting similar options with um keywords related similar options with the negative keyword targeting and then we are again down to the ad uh product is automatically added but for video also you need to check your guidelines and send this to your designer to create a proper video that's going to be icatchy important note for sponsor brand videos e they automatically run on mute if somebody's watching your ad on their mobile phone which most probably is going to be the case if you don't pay attention on the actual video and provide clear guidelines to your designer you're going to end up with useless video video needs to catch attention in the first one to 3 seconds so that must be something that's eye-catchy that stop scrolling in and somebody would feel like they want to actually see what's the video about so don't include your product at the end of your video it's best to include it at a as uh in the first one first uh first five seconds of the video so make sure to use that and additional note it's very important to have an overlay text because somebody um most of the people won't be able to un unmute it and play it out ow just to see an ad Nobody Does that nobody you need to have an overlay text what I mean by that is that take a look at the video at the middle of the page okay take your style to the next level this is the overlay text that clearly explains um what it what the product does and it uh provides more information to that if this wasn't the case imagine there's no text there would be just a bunch of layers is with different eyebrows uh posing and holding some product you would know what what's going to happen with that and what's the use case so pay attention to that add overlay text make sure it is visible on mobile let's test that in Chrome you type control shift and I and hit the refresh button make sure to to have this option toggle here so toggle device bar and then you can simulate how the search results Page look on mobile so this is the ad okay I wanted to check if the text is visible enough even on mobile that's most important thing yeah it's very good please note again since we're on mobile that on mobile you have infinite scroll it's not like you're going to get to the end page so you will see that somebody whoever uses sponsor brand video it's going to stand out from the competition so all of these guys just bunch of different colors and um if if you keep scrolling again video this is it so I catchy text too small they need to improve that maybe add some uh outer Shadow so it's it's clearly visible um even on the on the bad background uh this is again sponsor brands um add so you get the point let's go back to the campaign creation process okay let's turn off the mobile simulation uh pay attention on mobile optimization is the most important thing that you can you can do for your brand and for your conversion rate optimization uh that would be all for sponsor brand campaign type it's really important to have it set up it's really important to protect your brand I I've seen complaints on on Prime day that Brands were complaining that some competitor had more aggressive sponsor brand headline ads than them and they were dealing market share from the uh original guys even on brand name so somebody typing KRA somebody else was biding on that let's try and see if KRA is protecting themsel KRA okay they're doing an okay job at it um okay guys thank you for listening uh let me know if you need any further clarification in the comments or if I missed something or am I wrong with uh about something and I'll be glad to help you out with anything you need if you need further explanation or you want to cooperate with us you can contact us over our website Amazonia pbc.com see you in the next video guys bye