Amazon Sponsored Brands Ads (formerly Headline Search Ads) are one of Amazon’s flagship ad products that allow advertisers to feature brand creative and messaging to engage people at the beginning of their shopping journey.
Amazon has expanded the functionality of Sponsored Brands to include new targeting options, placements, as well as dynamic optimizations for ASINs that are displayed within the ad itself.
Here’s how Sponsored Brands work, their new features, how to set them up, and seven ways to optimize your campaign performance.
Sponsored Brands Updates (2019)
Over the last year, we’ve seen Amazon make significant functionality updates to Sponsored Brands campaigns.
These updates include:
Additional placements alongside the bottom and sides of the search results page (August 2018)
Expanded targeting strategies to include negative keywords, category, and ASIN targeting (Ongoing)
Amazon Sponsored Brands: What the Data Tells Us
Amazon Sponsored Brands Growth in 2019
Advertiser investment in Sponsored Brands increased 19% year-over-year in Q3 2019, driven by a 16% increase in clicks and 3% increase in CPC.
This represents a steep step down from the 73% and 64% spend growth observed in the increases in both clicks and CPC down from the key advancements for Sponsored Brands in 2019, notably adding new-to-brand metrics in January to report on the share of conversions and sales attributed to customers who hadn’t ordered from the brand on Amazon in the previous twelve months.
In May, Amazon added negative keywords (which had long existed for Sponsored Products) to weed out poorly-matched queries, though there are still no search query reports available for Sponsored Brands.
Over 60% of All Sponsored Brands Sales Come from New-to-Brand Customers
In Q3 2019, 61% of all Sponsored Brands sales were attributed to new-to-brand customers across Tinuiti Amazon advertisers. However, there is a wide range in these metrics by brand owing to the huge disparity among advertisers in terms of size, brand recognition, and how long each has sold on Amazon, among other
7 Ways To Boost Your Amazon Sponsored Brands Campaigns
1. Segment Branded vs. Non-branded Searches
One of the key strategies when using Amazon Headline Search Ads is to match keyword intent with the landing page that you are driving traffic to.
If someone searches “Burton snowboarding gear”―it makes sense to drive traffic to a Burton branded storefront page.
Judging by the search query, the shopper knows they want “Burton” branded gear, but they don’t know exactly what type of gear they want.
In contrast, a search for “Burton snowboarding boots” shows more specific intent.
For shoppers further down the funnel, with more specific search intent, you should send them to a customized URL that only shows them “Best Selling” Burton boots.
“If a shopper is looking for a specific product, make sure your Headline Search ad gets them to that product. If it’s broad, it’s best to get them to page with a greater selection to help them make their decision.”
-Courtney Macfarlane, Senior Marketplace Channel Analyst at Tinuiti
The golden rule here is to reduce friction for your shoppers by putting the most relevant products in front of them based on their keywords.
“It’s also a best practice to segment branded and non-branded keywords for more granular keyword data,” says Macfarlane.
“Branded searches typically have a higher intent and lower ACoS. Mixing them with non-branded campaigns may prevent you from seeing the true performance of your branded and non-branded campaigns.”
2. Find the Right Keywords
Another way to optimize your Sponsored Brands ad campaigns is to harvest additional keywords from your auto campaigns and leverage keyword conversion data from your Sponsored Products campaigns.
Keyword Harvesting & the Amazon Search Term Report
Many advertisers will leverage auto campaign data but often fall into the trap of a “set-it-and-forget-it” mentality.
“It’s a best practice to always have an auto Sponsored Products campaigns for keyword harvesting,” says Macfarlane. “I take the winners from that auto campaign and move them into the manual SP and Sponsored Brands campaigns.”
The difference between sponsored products and HSAs is that with sponsored products, you can see which search term produced your ad or led to conversion.
“You can see that your broad keyword ‘lipstick’ led to a sale based on the search term for ‘lip balm’ for your Sponsored Products campaigns,” says Macfarlane.
When you analyze your Search Term Report in Sponsored Products, you want to look at the raw data. The report will include a variety of metrics (per ASIN if you segmented your report as mentioned above) but the most telling data will be found in:
Order Numbers: The total number of converted orders per keyword/search term per ASIN.
Product Sales: The total number of product sales per keyword/search term per ASIN.
Clicks: The total number clicks per keyword / search term per ASIN.
3. Optimize Bids According to ACoS and Business Objectives
Once you know which keywords lead to conversions, you should optimize bids based on advertising cost of sale (ACoS) on a product-by-product basis.
“On a weekly basis we adjust bids based on the ACoS and profit margin for the product(s) being featured in a Headline Search ad,” says Macfarlane.
“For example, if I’m running ads ‘lipsticks’ and my lipstick products can’t go above an ACoS of 30%, I have to take that into consideration when determining how aggressive I want to bid.”
However, some businesses may be willing to pay more than 30% ACoS if they want their products to display for a non-branded search.
“If you are more performance-based, you’ll bid down on high ACoS keywords and higher on low ACoS keywords,” says Macfarlane.
“If you are more growth & brand awareness-focused, you may be willing to eat a higher ACoS to ensure your Headline Search ad displays for a specific keyword.”
4. Optimize Ad Copy With Search Intent
Sponsored Brands gives you one subject line to connect with your customers — so choose your words wisely.
The headline and text in your ad copy should match the keywords that are the MOST important for your product — for relevancy and click through.
“That’s why it’s important to have relevant keywords that closely relate to what the person is searching for,” says Macfarlane.
“For branded campaigns, I always try to give it a little bit of character. Try to incorporate the brand’s tagline or a unique selling prop. If a brand’s products are organic, include ‘organic’ in the copy.”
5. Test Multiple Combinations
Sponsored Brands require multiple assets, so it’s worth A/B testing different combinations to determine which impacts performance the best.
You can adjust and test all of the following:
Number of featured ASINs
Order of ASINs
Custom landing page selection
“It’s worth testing your creative; you can show your brand logo or a product image,’ says Macfarlane.
“Unless you’re a well-recognized brand, we find that product images usually perform better with non-branded searches.”
It’s also worth noting that Amazon Headline Search ads display differently depending on placement and device type. For example, mobile HSAs only display one picture — so advertisers need to decide whether they want that one image to display their brand logo or one of their products.
Best practices for testing your Sponsored Brands according to Amazon:
Set-up multiple campaigns to run simultaneously.
Change one variable at a time.
Run the test for at least 2 weeks.
Identify winning criteria based on your business goal and the test set-up.
6. Leverage Reporting Data
You can find the clicks, spend, sales, and ACoS of your Sponsored Brands ad campaigns within your campaign reports.
Use this reporting to analyze Detail Page Views (DPV) and click-through rate (CTR) to determine if shoppers are getting past your custom landing page or not.
“It’s important to not only monitor this reporting on a weekly basis but also on a 30-day basis to get a better gauge of performance,” says Macfarlane.
“For example, if a keyword isn’t performing well this week and it only costs five dollars, you might keep it in your targeting.”
“However, if you look back 30 days or longer and see it’s costing you with no results, you’ll know that adjustments are needed.”
Monitor keyword data, keyword-driven conversions from your Sponsored Products campaigns, and don’t forget that there’s a 48-hour attribution lag when adjusting bids.
Advertisers were by default enrolled into all of these placements using an automatic bidding option.
The new placements are below the fold can have lower CTRs and thus may cause your advertising costs to rise (lower CTRs can signal to Amazon that your ads are less relevant).
How to Display Sponsored Brands Above the Fold
If you don’t want your Sponsored Brands ads to display in the placements below the fold (i.e., you only want to show in the original banner that runs across the top of the SERP), then there’s a simple workaround.
Open your campaign settings for your Sponsored Brands campaign.
Select automated bidding and change to manual.
You can now decrease your bids for all placements below the SERP.
Decrease bids by 99% if you don’t want your ad to display in the alternative placements.
Some bottom placements feature a single image rather than the standard brand logo followed by three product images. Source: OGEE Skincare Amazon
“The second to the bottom placement can only show one image, so you’ll need to decide whether to make that image a logo or a product image,” says Macfarlane.
“If the customer is searching for a specific brand, it’s usually best to make sure they see your brand logo. If it’s product specific, make sure you have the product image.”
What Are Amazon Sponsored Brands Ads?
Amazon Sponsored Brands (formerly Headline Search Ads) are banner ads that include a brand’s logo, message, and products on Amazon’s search results page.
These ads have historically been keyword-based and placed across the top of the search results, making them valuable for reaching shoppers early on in the buyer’s journey.
Sponsored Brands are an effective way to build top-funnel awareness by allowing your brand to show your offering for specific shopper search queries. They can be used to drive shoppers to a specific product category, a product listing, or your Store on Amazon.
Amazon Sponsored Brands Cost
Sponsored Brands are paid for on a cost-per-click (CPC) basis, meaning you pay only for clicks on your ad, not impressions.
Your cost can vary depending on the keywords, products, or categories you are targeting.
How to Create a Sponsored Brands Campaign
Setting up a new Headline Search Ad campaign can be completed by following these steps within Seller Central or AMS.