Oh Amazon! With it being one of the largest online retailers and offering so many different features to consumers, sellers and advertisers alike, there’s nearly nothing this platform can’t achieve.
However, it can be quite hard to look at these key features and understand them from the inside out. This is especially true when it comes to an advertiser trying to represent and showcase their brand’s products. And that’s why we’re here!
For now, let’s focus on Amazon Sponsored Brands. We’ll look into what it is, how it works, and why advertisers should ultimately take part in it as part of their campaigns.
Let’s hop to it!
What is Amazon Sponsored Brands?
First, let’s jump into what this feature is for those that are choosing Amazon as their platform for advertising.
Amazon Sponsored Brands is best defined as cost-per-click (CPC) ads that are able to feature a brand logo, custom headline and several products to go with it. These types of ads appear to those who are relevant in terms of the shopping results. They also help to create a discovery source to customers who are shopping products just like yours. Pretty cool, right?
As a result, new and existing brands will be helped to create awareness. It will also aid in crafting a product portfolio with customizable ads that appear in Amazon shopping results.
Why Does Amazon Use It?
Amazon is quite a smart platform, and so they’re not in the market to release a feature that doesn’t have benefits that truly yield results.
Take a look at all of the following reasons Amazon chose to incorporate this feature on their platform.
Build Brand Awareness: This method will help to increase the exposure and will help decide how you want to present your brand to customers. With the creation of the custom headlines, you have the opportunity to really make this communication yours. You can also optimize your bid strategy for the placements that best meet your performance goals.
Connect Your Customer to Your Products: By utilizing this type of strategy, you can reach new and current customers that will help to drive brand awareness. This will help to drive sales as a result. When an Amazon shopper clicks on the brand logo, they are then taken to the “store” or custom landing page. On the other hand, if they click on a product in the ad, they’ll be taken to the product page. This creates the opportunity for them to make the purchase.
Create a Shopping Experience for Your Brand: Engage your shoppers with an immersive environment that’s only involving your brand. This will happen when you link Sponsored Brands with your “store”.
Stick with your Budget Using CPC: The best part about CPC is that you don’t pay anything unless a customer clicks on that ad. This will help for budgeting aspects, and you’ll be able to truly measure the return on investment. You can also choose to bid how much is spent per click.
What rationale or benefit are you looking forward to most when working with Amazon on their advertising campaign? We’d love for you to let us know!
How Do Amazon Sponsored Brands Work?
In just four easy steps, we’ll show you how to create your very own advertisement using this feature. When following the below, you’ll have personalized and professional advertisements made to compete with your top competitors.
Take a look!
- Set the duration of the campaign with the budget to match.
- Then create and customize your ads. Include the headline of your choice and the products you want to feature.
- Choose the keywords to target and how much you want to bid for clicks.
- Finally, submit the ad for review to make sure it meets all guidelines. It will be reviewed within 72 hours and then posted.
Simple, right? In just four easy steps you have yourself a successful campaign!
This is How Advertisers Can Use It
Now that we know what it is, how to set up, and the benefits it yields, let’s look into other ways advertisers and Amazon ad agencies can use this cool service.
You can Create a Store Spotlight in the US: Amazon now allows you to feature your online “store” in your creative. This allows shoppers to discover all of the different product categories available all within one resource. You are able to showcase up to three store pages in the campaign and can still customize the headline.
Display Product Targeting for Vendors: Product targeting is now an added feature that is available to the US and Canada. With targeting, you can then push the discovery to those shoppers that will be able to relate and have a higher potential to purchase.
Billing Dashboard Within Manager Account on Amazon Advertising Console: Managing ad bills? Now you can do so with a consolidated list of billing actions on the billing and payments page for all linked accounts. You can view the payment status, amount due and unpaid invoices on the account.
The dashboard also allows you to export all unpaid invoice details such as marketplace, account name, company name, invoice due date, amount outstanding etc. all in a CSV file no matter the account type.
What’s the final verdict? Are we sold on this function of Amazon and its diverse innerworkings?
With so many different uses, customizations and products that can be involved, there’s a lot that can be done with Amazon Sponsored Brands Ads. It also comes across as organic to the shoppers who are viewing these exciting new ads and products on a daily basis.
Amazon is known to be a powerhouse and has thousands upon thousands surfing their site with the hopes to research and purchase new products. It makes total sense to create a campaign that communicates directly to them with the push for increased sales.
What do you think about this whole experience? Have you used Amazon as your platform for advertising or do you plan to in the new feature? Let us know your thoughts and share your experiences as we’d love to hear your feedback.