Before You Start
- Familiarity with basic Amazon PPC campaigns and an understanding of Sponsored Products.
- If you are just starting out, I implore you to read our Beginner’s Guide to Amazon PPC.
- Interest in diversifying your Amazon advertising approach.
Overview
- Introducing Sponsored Brands
- The Power of Sponsored Display
- Incorporating Both into Your Strategy
- Summary and Next Steps
- Related Articles
Introducing Sponsored Brands
Sponsored Brands, previously known as Headline Search Ads, appear in search results, showcasing your brand logo, a custom headline, and up to three products.
They offer sellers a potent way to boost brand awareness and drive traffic to a brand’s store or custom landing page.
What are Sponsored Brands?
Sponsored Brands are primarily designed to help brands showcase a collection of products and tell their brand story.
They are visually appealing and are placed at prominent locations on the search results page, making them highly noticeable to potential customers. Here’s an example of what headline search ads look like in the search results:
Key Features of Sponsored Brands
- Customizable Headline: Sellers can include custom headlines, enhancing brand messaging, CTR, and engagement.
- Direct Traffic: Drive traffic straight to your Amazon store or a curated landing page. When creating a headline search ad, you can choose either option.
- Improved Visibility: Appear on top of Amazon search results (above even the highest bidders for Sponsored Products placements), gaining the attention of potential buyers.
The Power of Sponsored Display
Sponsored Display campaigns, a segment of Amazon display ads, go beyond the Amazon platform, appearing on websites, apps, and even on Amazon-owned sites like IMDb.
They cater to both brand awareness and retargeting, encompassing a wide range of advertising goals.
Sponsored Display Defined
Sponsored Display Ads are self-service display campaigns that provide sellers the chance to retarget shoppers off and on Amazon.
Leveraging display technology, these ads target potential buyers based on specific products or shopping interests.
Advantages of Using Sponsored Display
- Vast Reach: Target potential customers both on and off Amazon.
- Flexible Targeting and Placements: Choose from product or interest-based targeting directly on Amazon.
- Retargeting Capabilities: Re-engage shoppers who’ve shown interest in your products but didn’t make a purchase. This is probably the most powerful feature of Sponsored Display Campaigns.
Incorporating Both into Your Strategy
Comparing Sponsored Brands and Sponsored Display
While Sponsored Brands focus on Amazon search results, Sponsored Display goes beyond, making each unique in its approach. Sponsored Brands is about brand visibility, while Sponsored Display hones in on retargeting and broader reach.
Tips for Successful Campaigns
- Diversify: Use both campaigns for a well-rounded strategy.
- Analyze & Adjust: Regularly check campaign performance and tweak for optimal results.
- Budget Wisely: Given their prominence, these campaigns might require a higher budget. Ensure you’re allocating funds effectively.
Summary and Next Steps
Diversifying your Amazon advertising approach with Sponsored Brands and Sponsored Display campaigns can offer significant advantages.
These ad types are not just secondary options but pivotal tools that can drive brand visibility and conversions.
With their unique placement options and targeting capabilities, they can complement your Sponsored Products campaigns.
While understanding and leveraging these ad types is crucial, managing them can be a complex task.
This is where Adjoli can be your game-changer. Adjoli’s advanced PPC automation can effortlessly optimize these campaigns, ensuring you make the most out of your Amazon advertising.
Ready to level up? Let Adjoli be your partner in this journey and sign up for access here.