Sponsored Brands Deep Dive
Sponsored Brands has recently expanded to a new PDP placement! Ritu Java recently shared a new Sponsored Brand billboard placement from the JP marketplace, which we are now seeing in the US!
One of the biggest "Cons" of Sponsored Brand ads is the limited real estate in search! These placements can become "pay to play" if you are not careful.
A quick write-up on Sponsored Brands ⬇️
🔶 BetterAMS Stats last month
2.9 million dollars in sales from Sponsored Brand ads
3.67 RoAS
.99 CPC
🔶 Misconceptions
Sponsored Brands are not nearly as profitable as Sponsored Products
Sponsored Brands take sales from Sponsored Products
Sponsored Brand ads “don’t work for my brand”
Sponsored Brands should align with your Sponsored product performance in terms of RoAS / ACoS. You are targeting the same keywords and have the same bid management tools with both ad types.
🔶 Reasons we see brands struggle with Sponsored Brands
They do not align their products with their creative and targets
They only focus on branded targeting
They mix their branded targeting and their non-branded targeting
They do not separate campaigns by strategy
They focus solely on top of search and can’t afford to compete with the CPC’s
They go WAY TOO broad with their targeting (With both keywords and match types)
This last point is the BIGGEST reason we see Sponsored Brand Ads underperform. Sponsored Brand campaigns add a lot of complexity due to their ability to advertise multiple products AND add a creative element. To maximize your Sponsored Brand ads, you HAVE to stay granular with your strategies.
🔶 Pro Tips
Break out campaigns by strategy - Branded, Top of Search, Profitability, Category, Competitor
Segment your keywords into small batches for maximum control
Continuously scrape your successful SP keywords for use in SB
Along your root search terms with the copy in your headline (Think Dynamic headline ads)
Add custom images to all of your Sponsored Brands Ads
Be selective with the products you are advertising - No one to drive your traffic to a landing page VS a store page (Think about your funnel)
Consider the fact that you are advertising multiple products for the price of one click
Use AMC if you have ANY uncertainty around how all of your ad types are interacting
Understand that the top-of-search SB ad is one of the greatest billboards in e-commerce….and that can come with a price tag.