Kelly McGuigan, Senior Product Marketing Manager, Kenshoo
Sponsored Brands. Kenshoo Ecommerce now has extended support of this key ad format for Amazon Advertising, formerly called Headline Search Ads.
Sponsored Brands are Amazon ads that feature your brand logo, a custom headline, and up to three of your products. These ads appear on search results and help generate recognition for your brand and product portfolio. They can appear on top of, alongside, or within search results on both desktop and mobile.
“Sponsored Products ads integrate within the organic results of a search,” says Roy Feig, Kenshoo’s Senior Product Manager. ”But using Sponsored Brands, marketers can begin to ‘own’ certain searches with a much more prominent and featured ad type.”
Sponsored Brands are a search-driven ad format just like Sponsored Products and advertisers bid on keywords to match these ads to interested shoppers searching the site. Marketers can specify the featured image, text copy, and the three products within their Amazon catalog that will appear.
While clicking any of the three products will take a shopper to the relevant product detail page, on Sponsored Brands ads, advertisers can pick the desired landing page for the image and headline. There are two choices for the destination. Advertisers can choose to send Sponsored Brands engagers to a custom, filtered results page to display specific products or they can drive those people to their Amazon store.
Driving to an Amazon store seems to be a great idea, especially because Sponsored Brands are a solid option for consumers who haven’t figured out exactly which product to purchase when they’re searching. “They’re in the neighborhood, but haven’t decided on the house yet. So, linking to your store gets interested shoppers to you and then from there they can figure out which of your products to buy,” says Feig.
According to Amazon’s own analysis linking a Sponsored Brands campaigns to a Store page has 22% better return on ad spend compared to linking to a product listing page.
Amazon’s resource page on Sponsored Brands lists three key benefits:
Sponsored Brands appear in search results to help drive discovery of your brand. Use custom messaging to help shoppers see your brand the way you want it to be seen.
Sponsored Brands reach customers when they’re looking for what to buy. When Amazon shoppers click on your brand logo, they’re taken to a Store or custom landing page. When they click on a product, they’re taken to the product page.
Ads are cost-per-click, so you pay only when customers click your ads. You control how much you spend by setting your budget and choosing how much to bid per click.
Using Sponsored Brands in combination with Kenshoo Ecommerce unlocks additional layers of functionality for your ecommerce channel advertising (ECA) programs. For example, Kenshoo Ecommerce makes identifying and optimizing your best campaigns an easy task because of the way that platform displays multiple elements side-by-side. Amazon marketers can also use Kenshoo’s bulk sheet functionality to create many different variations and permutations of ads using a mix of elements that simply would be much, much more time consuming than loading up one at a time manually.
In some systems, marketers can see a preview of an Amazon ad and the performance of that ad, but on different screens. One of the most compelling Sponsored Brands options for Kenshoo Ecommerce clients is that they can view ad previews and performance side-by-side as well as the landing pages for the individual products in the same view. This subtle, yet powerful difference means that practitioners won’t have to bounce between pages when they want to see both. This dramatically speeds up the time it takes to holistically manage these campaigns and do A/B testing.
Kenshoo Ecommerce is the leading platform for Amazon advertisers to engage your customers and drive product success with the leading solution for vendors, sellers, and brands to create, manage, forecast and optimize product-driven campaigns at scale.
If you would like to take your Amazon advertising to new heights and understand your products like never before, please contact us today or schedule a quick and easy demo.
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