The new features of Sponsored Brands ads, a new boon for brand sellers?

Sellers who have been selling on Amazon for a while must be familiar with Amazon ads. However, Amazon recently launched a feature specifically for Sponsored Brands to automatically optimize ad campaigns - Dynamic ASIN Optimization , which is only available in the US and UK .

Sponsored Brand refers to Amazon brand promotion advertising. The old version is title search advertising, which appears when consumers search for products on the Amazon platform.

01 Sponsored Brand advertising features:

• Display brand logo

• Customize ad title

• Up to 3 product ASINs can be uploaded

Spons ored Brand ads can be displayed on both computers and mobile phones, and sellers can choose the bidding amount and keyword type.

02 Eligibility for Sponsored Brands

• Sellers registered with Amazon Brand Registry

• Agents

• VC Sellers

The following is an example of a Sponsored Brand ad:

For sellers who have placed Sponsored Brand ads, the Dynamic ASIN Optimization feature can automatically push products in ads that are relevant to consumer searches to users , eliminating the need for sellers to manually select keywords for each product.

This feature automatically updates the 3 product ASINs in your Sponsored Brand ads , but the title and images will remain the same. If you want to enable the Dynamic ASIN Optimization option, the product title should remain generic.

(Tips for enabling Dynamic ASIN Optimization )

Don’t mention specific products because even though consumers are searching for the same keyword, they may be looking for different products.

So how does Amazon determine the association between consumer search terms and products?

• Performance indicators of the seller's store - the ASIN with the highest clicks and sales on the landing page

• Related patterns—related search queries for a product

In addition, Amazon has made three changes to keyword targeting :

• Variation Matching

• Negative Keywords

• Broad match modifier

What these features do

If your ad appears for searches that are not related to your product, it will generate irrelevant clicks. However, if your ad is targeted too broadly or too precisely, you may lose potential consumers and relevant searches.

These 3 new features can help sellers:

• More accurate advertising

• Attract more consumers

• Better control over ad spend

It is reported that product promotion ads do not have these three functions yet.

To use Amazon Sponsored Brands ads, you need to meet the following qualifications:

01Account Qualification

• VC Account or Professional Sales Account

• Brand owners who have registered for brand registration

• The account status is [Active] and the performance is good

• Valid payment methods

• Ability to ship products to the country or region where the advertisement is placed

• Product listings should be available in one or more categories

02Product Requirements

Amazon does not support second-hand, adult products, or refurbished products. The following categories are eligible for Sponsored Brands ads:

Here are the steps to create a Sponsored Brand campaign:

Step 1:

Open the Campaign Manager, select Create Campaign, and then click Sponsored Brands.

• Campaign Name : Give your campaign a name that will only be displayed in the seller's advertising management backend. It will not appear in the ad or be shown to consumers.

• Portfolio : A portfolio is a group of campaigns that gives you the option to manage multiple campaigns to suit your advertising needs.

• Start and end dates : Select the start and end dates that are suitable for your ad. Once set, the ad can be executed immediately. You can end or pause the campaign early at any time and continue later. If the campaign runs to the end date, it will be automatically archived.

Please note that you cannot restore a saved campaign. You must recreate it if you want to make any changes.

• Budget : Set your ad budget, either total or daily.

• Brand : When running brand promotion ads, one advertising campaign can only promote products of one brand.

• Landing page : Select the ad landing page, which can be the homepage of the brand flagship store or a self-built landing page. Select according to your preferences and fill in the form step by step. Note that if the landing page is selected as [Stores], the products you are advertising should be on the homepage of the brand flagship store.

Step 3 : Select the products you want to advertise

Sponsored Brand ads are allowed to display at least 3 products in total.

It is recommended that you choose products in the same category or with similar keywords.

However, if you choose to automatically optimize the product feature, Amazon will select relevant products from your landing page or store to display in your ad creative. If the system does not find a strong relevant product, the product you placed in the ad creative will be selected by default.

Step 4 : Add creatives

• Brand logo: Choose an image with a resolution of 400×400 and a size less than 1MB.

• Headline: The ad copy must reflect the brand message.

Step 5 : Set keywords and bids

Step 6: Submit to Amazon for review

Before clicking the Submit button, quickly review your campaign. Note that once Amazon approves your application, you will no longer be able to edit details such as ad creatives, landing pages, and products. If you really need to make changes, you can only archive the campaign and create a new one.

Amazon Approval Ads

After creating a Sponsored Brand ad, Amazon will immediately review it, and the review process takes 1-3 working days . Amazon will inform the seller of the approval result via email.

Sellers can use their own products or products they distribute to place Sponsored Brand ads, but they should ensure that the ad information is accurate and true. Therefore, it is recommended to fill in the product description correctly when creating an ad.

Amazon's advertising policies clearly state the requirements for ad creatives. To pass the review, your ad creatives must meet Amazon's requirements.

Note:

• Don’t use words like top-selling, best-rated, or best;

• Check for punctuation, spelling, capitalization, and grammar errors. It is recommended that the first letter of the ad title be capitalized, and do not mix capitalization or capitalize all words (except for brand names);

• Make sure your ad includes your brand logo so consumers know it’s your brand ad.

• It is recommended to choose a title that is relevant and unique to the product, highlighting the key features of the product;
• If your ad title includes a seasonal event, such as Valentine's Day or Christmas, make sure the campaign starts and ends accurately.

Where can I enable the dynamic product optimization feature?

Dynamic ASIN optimization can be found in Campaign Builder, Amazon Advertising API, and Campaign Manager . However, please note that you cannot modify an already created campaign. You can only create a new campaign, copy the current campaign, enable the feature, and run the campaign again.

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