The 2020 Guide for Amazon Sponsored Brand Ads 

The 2020 Guide Amazon Sponsored Brand Ads DataHawk Blog

One of the reasons why Amazon is so popular with sellers is that it gives lots of options and customizations. Among many other things, Amazon has three different PPC advertising options including: 

  1. Sponsored Display Ads
  2. Sponsored Brands
  3. Sponsored Products 

Difference Sponsored Product Brands and Display DataHawk Blog

When it comes to advertising, visibility is essential. It can bring in more sales and increase brand awareness. This is what Sponsored Brands are all about. If you want more success with PPC ads, you should be turning to sponsored ads.

Before we continue further, you should know that Sponsored Brands can be used by agencies that have clients who are Amazon sellers, registered Amazon sellers, and vendors. 

Explaining Amazon Sponsored Brand Ads 

Sponsored Brands DataHawk Blog

Amazon Sponsored Brand Ads that were once known as Headline Search Ads are PPC ads with a focus on targeting products and keywords. They have a specific placement and format, and therefore they stand out from the rest. 

The advertising space reserved at the top of search results is the prime real estate on Amazon. Advertisers using the Sponsored Brand Ads option can:


●        Customize the position of the ad within a limited area

●        Add a featured image

●        Add a video

●        Write their own ad copy

●        Choose to advertise three different products belonging to the same brand


When a consumer clicks the featured image, he or she will be taken to a designated URL address, Amazon store, or landing page. Additionally, potential customers can also click on the products, and they will be given more details about them. 

Benefits of Amazon Sponsored Brands Ads

Amazon platform has 15 marketplaces, with around 8 million sellers worldwide. The rule is simple, the more the number of sellers, the fiercer the competition is. With Amazon Sponsored Brands, you can stand out from the crowd and make your store more visible. 

Branding is highly important in modern business. This also includes Amazon. The platform has recognized this and given vendors the option to build brand awareness.

Here are the four significant benefits of using Amazon Sponsored Brands: 

1. Better Visibility

All the products advertised this way get a reserved special spot on top of search results, pages, or headers. Amazon has a thing called the Prime Real Estate area reserved for ads and separated from displayed products. These areas have excellent visibility and yield great results. Putting brand products here ensures that a lot of potential customers will see them.

2. You Can Expose Multiple Products

The fact that these ads give you the option to display three products at the same time makes a significant difference. You don’t have to put all your eggs in one basket. When displaying several products, you can boost your sales exponentially. At the same time, you have the option to diversify your offer and show variety. This is especially important if you have several flagship products that your customers love. 

3. Increased Store Traffic

Sponsored Brand Ads are an easy way to increase traffic to your store. In fact, they are perfect for this. As they are fundamentally PPC ads, this is one of the purposes of setting up this kind of campaign. You can directly drive traffic to product descriptions and their ASINs in store. At the same time, you can generally look to connect more people with your brand by driving them to your store directly. This way, they can look around all your featured products and see if they like something.

4. Increased Sales

Of course, ultimately, sales is all that matters. Given the fact that these ads are placed at the top of each page, and they grant a lot of visibility, it’s only natural that they increase sales. On top of that, you can display three products at once, meaning that you increase the chances of converting a lead into a sale. 

How to Optimize Your Sponsored Brand Ads Properly

Of course, every advertising strategy can bring great results. However, it needs to be done right to achieve success. You can’t just invest money without optimizing your advertising campaign. The goal is, of course, to make the most out of the money you invested.

 Luckily, with a bit of effort and understanding, you can quickly learn how to optimize your ads. Here are some of the key approaches, practices, and strategies you should look to implement:

1. Proper Keyword Targeting is Essential

For a Sponsored Brand strategy to work, it’s essential to do thorough Amazon Keyword Tracking & Amazon keyword research. The ad you create will be displayed to users in their searches only if one or more of the keywords you use is contained in their search queries.

Target Key DataHawk Blog

This means that your keywords need to be relevant to what customers are looking for and the products you plan on advertising. Still, not all keywords are the same. Your keywords will be different depending on what you want to focus your campaign on.

●        Building Brand Awareness with Keywords

If you want to build brand awareness with your campaign, then you need to find common short-tail keywords that are relevant to your products and search queries. These keywords need to be unbranded and refer to general product descriptions. Simply put, you need to match the intent of the shopper. 

For example, if someone is searching for “organic makeup,” this means that they know what kind of product they want, but don’t know from which brand. In this situation, you will include this keyword and display your best organic makeup products so that shoppers can learn about them and your store. 

●        Branded Keyword for Retaining Your Market

Branding is not only about expanding your influence but preserving your current market, as well. You can do this with the right keywords. In a situation where you already have a group of customers that shop from your competitors, you can use branded keywords to put your products in front.

This is how you can compete with the current competition and new upcoming companies. Branded keywords can include your store’s name, the name of your brand, some abbreviation of your products, and so on.

Using Automatic Campaign Keywords 

The Sponsored Product Auto Campaign is also a handy section. It can help you recognize terms that you haven’t been using but have generated a lot of sales. These new terms can be used for Sponsored Products and Sponsored Brand ad campaigns. 

You just need to find the Auto Campaign section in your manager and click on it. It will instantly show you a list of search terms by customers that Amazon matched with the ads you are currently using. Look to add those search terms that were most successful in bringing your orders. 

 ●        Use the Manual Campaign to Find High-Converting Keywords

In case you are using the Sponsored Product advertising option for those same products you plan on putting in your Sponsored Brand ad, you can get a good keyword list from that campaign. Look what your best-performing keywords were in the previous campaign or the one you are currently running and use them. 

2. Know What Your KPIs and Advertising Goals Are

You need to know what you want to achieve before you can start an ad campaign. Once you’ve determined what your goal is, you need to determine which metrics will measure whether you’ve achieved your goals.

For example, if you want to build brand awareness, impressions will be crucial. Impressions equal awareness, and they can also help you understand which campaigns had the most success. On the other hand, if you’re looking to increase sales, the conversion rate is the key metric.

In a nutshell, this metric shows how many impressions turn into a sale. At the same time, it is always important to see what your cost per click is. Bear in mind that “Top of Search” ad placements are naturally more expensive than “Other Placements.”

●        Don’t Neglect “New-to-Brand” Metrics

If the goal of your advertising campaign is to get new customers, the “New-to-Brand” metric can be used to track who is buying products through the Sponsored Brand ad. To put it in simple words, this metric tells you if your previous or new customers are making purchases through the ad.

All purchases from people who haven’t bought anything from your brand in the last year will be considered new customers. All other “New-to” metrics could also be useful for assessing the effectiveness of your ad campaign. At the same time, you could use them to figure out how much it costs you to get new customers.

3. Test Out Different Placements

When you start your ad campaign, it’s essential to test out different placements and see how they affect the performance of your campaign. The platform offers you various advertising reports through which you can get a better sense of what is working and what isn’t.

You can change the campaign placement and keyword placement and run reports for them. However, what’s limiting about Amazon is that you can only test for “Top of Search” placements and “Other Placements.”

The placement of your ad in Other Placements is all random, and you can never get conclusive results on where the ad performs best. Sponsored Brands Ads have new placements for advertising, and, along with that, Amazon also added new bidding options.

The default setting is automated bidding or custom bid adjustments.

●        Custom Bid Adjustments

With custom bid adjustments, every advertiser can adjust the volume of bids with a percentage modifier and manage all placement bids. In case your other placements aren’t working well, this option allows you to lower the bid percentage on slowly performing placements and focus your efforts elsewhere.

 The bid percentage modifier can also be used to target the top of the search placements only. Still, you should know that custom bidding requires constant manual work. You will have to manage your bids and check their performance each day.

●        Automated Bidding

If you choose the automated bidding option, you will let Amazon decide which bids to emphasize. The platform will set placements on the expected conversion statistics, while looking at the top of search placement numbers, as well. It’s important to know that automated bidding doesn’t make bid increment on other placements. 

4. Align Search Intent and Ad Copy 

A lot of advertisers don’t pay much attention to the copy of their ads. This is a big mistake. The text has a lot of power, and it can connect products to your potential customers. First, it’s generally a good idea to use a keyword within the headline of your copy.

This will further increase relevancy and show the consumer that this is, in fact, a product that is related to what they were searching for. At the same time, the copy should be short and sweet, giving essential information that will make people click on your products.

Also, if we are talking about branded campaigns, look to add more character to your copy. Use your unique selling line or your brand tagline and use words that best describe your brand or your products.

5. Perform A/B Testing

These types of ads are good because they can be customized. It allows you to display the header image, three different products, and a custom headline. There is more customization, which means that there are more testing variables. 

Even though this might be more work, it also increases the effectiveness of your campaign. Some of the main variables for testing are product selection, images, ad copy, and landing page. Here are some general suggestions offered by Amazon for A/B testing campaigns:

  1. Avoid changing multiple variables to get better conclusions.
  2. Run multiple campaigns at the same time.
  3. Perform testing for at least ten days to spot trends, changes, and the effects of your actions.
  4. Look for the criteria that align with your test results and business goals.

Custom Landing Page or Store?

DataHawk Blog

This is a very important question that needs answering. However, the answer isn’t always simple, and it all depends on several factors. If you want to boost brand awareness with Sponsored Brand Ads, you should naturally look to send traffic to your Store page.

This is where you can make a good impression on new customers and connect them with your brand. On the other hand, if the main goal of your advertisement is to drive sales, sending customers to a custom page where you can display your ASINs without visual distractions can help you focus on versions.

Still, it’s always a good idea to compare the performance of your custom landing page and store to see which one performs better with sales. To increase sales, look at your ASIN selection conversion rate to see which products you should feature in your ad. Also, make sure to test out several products.

Look to emphasize products that have positive reviews. You should do this because the star rating will also be visible in the ad. This means that customers can instantly see how good your products are rated. 

6. Determining Your Budget

Budgeting is also an essential part of the whole equation. After all, you want to make the most out of the money you invest. When choosing your budget, there are two options: 

  1. Lifetime budget
  2. Daily budget 

With Sponsored Brands Ads, it’s not possible to change the budgeting method after that campaign has been set in motion. Therefore, it’s essential to be thorough and take your time to determine the best course of action. 

With the daily budget option, you will cap your budget for each day. For example, if your daily budget is $20, you will never spend over that. Bear in mind that you won’t always reach your daily budget, especially if your campaign isn’t successful. 

On the other hand, the lifetime budget is the whole budget you are willing to spend on the ad campaign. The daily budget is useful for testing out your campaign and increasing your budget slowly over time. 

On the other hand, the lifetime budget is good during special seasons or holidays. If you are expecting a surge of customers, you can use this option to get as many customers as possible in a short period. 


Sponsored Brands is a good option for sellers to boost their brand and increase sales on Amazon. Take your time and find the right keywords using Amazon Keyword Tool and make the search easy for your consumers. It’s all about being relevant and giving them what they need. If you try and trick customers into clicking on your store or landing page while not giving relevance, they will bounce away from your store. This is not how you can build a good brand. Start slowly and make sure to test your campaigns to see what works best for your products and your brand.

To learn about the other Amazon ad types you can use, check out our article about Product Display Ads & Sponsored Products 

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