How to leverage sponsored brands on Amazon

To leverage sponsored brands on Amazon, you should select your products, optimize keyword usage, and continuously adjust your targeting and budget strategies. Marketing on Amazon is rapidly evolving thanks to the introduction of sponsored brands. This tool can help you improve the visibility of your products and boost your sales.

First of all, let me introduce myself, I am Jordi Ordóñez, an Ecommerce & Amazon consultant, and I will explain how you can leverage sponsored brands on Amazon to carve out a niche in the market.

What are Sponsored Brands on Amazon?

Sponsored brands are a form of advertising on Amazon that allows sellers to promote their brand and their products in strategic locations on the platform, such as search results and product pages. Unlike individual product ads, sponsored brands can display a logo, a custom headline, and a selection of several products, giving sellers the opportunity to tell a broader and more attractive brand story.

Benefits of using sponsored brands on Amazon

If you want to sell on Amazon, you should know that implementing sponsored brands brings numerous benefits:

• Improved Visibility: These ads are designed to capture attention at the most visible points on the platform, significantly increasing the likelihood of capturing buyer attention.
• Increase in Sales: Greater visibility directly translates into greater sales opportunities, especially useful during promotions or new product launches.
• Brand Loyalty: By highlighting several products under the brand umbrella, sellers can strengthen their brand presence and increase customer loyalty.

How to set up your first sponsored brand campaign

To launch an effective campaign, follow these detailed steps:

• Eligibility Verification: Confirm that you meet all of Amazon's requirements, including having a registered brand.
• Campaign Setup: Through your Amazon Advertising account, select ‘Sponsored Brands' and begin the setup process.
• Product Selection and Ad Design: Carefully choose the products you want to promote and create an ad that includes an attractive logo, a compelling headline, and product descriptions that resonate with your target audience.

Key strategies for optimizing your campaigns

To maximize the return on investment from your sponsored brand campaigns, consider the following:

• Smart Keyword Selection: Conduct keyword research to identify terms that your target audience frequently uses in their searches.
• Advanced Targeting: Take advantage of Amazon's targeting tools to direct your ads to specific consumers based on their purchase histories, preferences, and behaviors.
• Bid Monitoring and Adjustment: Adjust your bids based on the performance of the ads to ensure that you are investing efficiently and effectively.

Common mistakes to avoid

Make sure to avoid these frequent errors to keep your campaigns efficient:

• Ignoring the Importance of Visual and Textual Content: Poor design or unimpactful copies can significantly reduce the effectiveness of your ads.
• Lack of Regular Review and Optimization: It is essential to regularly review the performance of your ads to make necessary adjustments and respond to changes in consumer behavior and market trends.

Additional Tools and Resources

Use advanced tools such as SEMrush or Ahrefs for a deeper analysis of keywords and competition. Participate in workshops and seminars offered by experts in Amazon advertising to keep your skills up-to-date.

Mastering sponsored brands on Amazon can open new doors for your business, allowing you to meet and exceed your sales and brand positioning goals. With a well-planned strategy and meticulous execution, sponsored brands can be a powerful addition to your marketing arsenal on Amazon.

FAQ’s about Sponsored Brands on Amazon

Here are some of the most frequently asked questions from our clients that may also help you make the most of sponsored brands on Amazon.

What is the difference between sponsored brands and sponsored product ads on Amazon?

Sponsored brands allow promoting a collection of up to three products along with a logo and a custom headline, focusing on the brand rather than individual products. On the other hand, sponsored product ads promote a single product and focus on direct sales rather than brand building.

Do I need a registered brand to use sponsored brands?

Yes, Amazon requires sellers to have a brand registered in the Amazon Brand Registry before they can use sponsored brands. This registration helps protect your intellectual property and enhance the brand experience on Amazon.

How do I choose the right keywords for my sponsored brand campaign?

It is crucial to conduct keyword research using tools like Amazon's Keyword Planner or third-party tools such as Keyword Tool. Look for high-volume keywords that are relevant to your products and have a clear purchase intention.

What kind of budget do I need to start with sponsored brands?

The budget can vary significantly depending on your niche and competition in it. Amazon allows great control over spending by letting you set daily budgets and bids per click. It is recommended to start with a modest budget to test and then adjust based on the results obtained.

How long does it take to see the results of a sponsored brand campaign?

Results can begin to be seen almost immediately in terms of traffic and visibility. However, real effectiveness in terms of increased sales and brand recognition may take a few weeks of data to properly assess, as it depends on many factors such as seasonality, product demand, and campaign execution.

At Jordi Ordóñez, we offer a consulting service for e-commerce and Amazon, aimed at all those sellers who want to expand their reach so that their products reach further and more customers. Contact me for personalized advice and achieve the results you desire.

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