Master this trick and double the conversion rate of Amazon brand sponsored ads!

Master this trick and double the conversion rate of Amazon brand sponsored ads!



Amazon Sponsored Brand Ads are keyword-targeted ads that appear in search results . They can display up to 3 products, which are actually the original title search ads. Sponsored Brand Ads can attract users and help increase the exposure of brands and product portfolios.


So how can we improve the conversion rate of brand sponsored ads?


Setting up a single keyword ad group


On Amazon, you can set up single keyword ad groups to increase conversion rates for your brand sponsored ads .


Most sellers will create keywords for brand sponsored ads based on their own brands or titles, or directly copy keywords from other ads into brand sponsored ads.


The single keyword ad group strategy we are going to introduce today aims to improve the match between your title, keywords and search terms .


For example, if the products you sell are in different shapes, some are spherical and some are cubic, then you can create corresponding ad groups for these two different shaped products. When users search for "cube XXX", they will see ads for cubic products. This is a high degree of match.
 

Single keyword ad group strategy


Most sellers rarely use brand sponsored ads, and generally spend their time and budget on product sponsored ads. So when they start using brand sponsored ads, many sellers just pile up a lot of keywords and rarely think about what strategy to use.


A single keyword ad group does not mean containing only one keyword, but finding an advertising theme .


For example, these search terms:

  • Kettlebell for home workout

  • Kettlebell for home

  • Kettlebell for home gym

Their theme is home workouts, so you can create a brand sponsored ad for the keyword home workouts.
 

Ad Optimization Case Study


Now that we know the strategy for brand sponsored ads, let’s take a look at some examples of how this strategy can be used:
A seller runs a sponsored ad campaign for kettlebells .


Before optimization, this brand-sponsored ad presented to users was a brand image with the title “ Get Fit Faster ”.


The keyword click-through rate of this ad before optimization was 0.94% , the conversion rate was 16% , and the ACOS was 32% . These data are pretty good.


But after optimization, using Kettlebells for Home Workout as the title keyword of the ad, which better matched the user's search terms, the click-through rate of this ad increased to 2.11 % and the conversion rate doubled .


The increase in click-through rate and conversion rate led to a greater frequency of ad exposure, and the number of impressions doubled . Ultimately, the number of clicks on the optimized ad was three times that of the original "Get Fit Faster". ACOS dropped from 32% to 24% , and revenue increased by 400% .


Overall, the optimized ads:
Double the conversion rate
·Three times more clicks
ACOS decreased by 8%
· Revenue increased by 400%



Amazon Buyer Psychology


Sellers’ shopping psychology can be roughly divided into “quick decision” and “careful selection”. Brand sponsored ads are very attractive to the former, as long as the keywords in the ad title fully match the user’s needs.


If sellers want to increase the conversion rate of brand sponsored ads, they can adopt the strategies in the article. I believe that the conversion rate can be taken to a higher level.


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