Amazon Sponsored Brands Dynamic ASIN Optimization – What Advertisers Need To Know
Amazon recently announced the launch of dynamic ASIN optimization for Sponsored Brands. Sponsored Brands are the first thing a shopper encounters when searching for products on Amazon’s Marketplace.
These ads feature:
- A brand’s logo
- A custom headline
- Up to three products (ASINs)
Sponsored Brands ads show up in both desktop and mobile search, helping brands increase product recognition. Sellers can choose how much to bid for clicks and which keywords to target.
In May, Amazon made some exciting updates to Sponsored Brands keyword targeting, including negative keywords, variation matching, and broad match modifiers.
Now, Amazon has launched a new update: dynamic ASIN optimization for Sponsored Brands ads in the US and UK.
What does this mean for Amazon Brand Registry Sellers, Vendors, and agencies?
If you advertise through Amazon Sponsored Brands, this new product optimization feature lets you engage shoppers with more dynamic Sponsored Brands ads. Your Sponsored Brands ads will automatically display the most relevant ASINs from your store or landing page based on a shopper’s search.
Instead of manually choosing different ASINs for each keyword, you can set up one campaign for your entire store or landing page. Amazon will choose and show the most relevant product to match the shopper’s search.
Which parts of the Sponsored Brand campaigns can be dynamically updated?
The new content optimization feature will dynamically update the three product slots; however, the featured image and headline will remain the same across the campaign.
If you choose to enable dynamic ASIN optimization, make sure that your headline stays relatively general.
Pro-Tip: Don’t mention specific products, since different shoppers will see different products depending on the keyword they search.
In addition, you can’t choose one product and let Amazon select the rest — you need to choose between manually selecting all products, or having Amazon choose all products for you. By opting into the dynamic ASIN optimization, you give Amazon the reins; they can pick any product from your landing page to display in the ad.
So how does Amazon determine “contextual relevancy” between a customer’s search term and the ASINs which surface in ASIN optimized Sponsored Brands ad?
According to Pat Petriello, Head of Marketplace Strategy at Tinuiti, ASINs are chosen based on a weighted combination of both the relevancy model (mapping search queries to ASIN product content) and the performance metrics of the advertiser’s store (best selling and most-clicked ASINs on landing pages).
When will these new features be made available?
All of these new features are currently available in the Campaign Manager, Campaign Builder, and Amazon Advertising API.
You can start using this dynamic ASIN optimization on new campaigns. You can’t apply content optimization to existing campaigns, but you can clone a current campaign, then relaunch it with the dynamic product optimization enabled.
Will you be leveraging this new Amazon Sponsored Brands feature? What has been your favorite — or the most useful — 2019 Amazon Sponsored Brands update?
Let us know in the comments!
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