Sponsored Brands Product Targeting Strategy
Amazon recently extended product targeting to Sponsored Brands campaigns (in beta). Featuring customized headlines & creatives, these ads appear on relevant product details pages and can help build brand awareness & visibility. Clicking on the brand logo will direct shoppers to the brand store while clicking on a product will lead to the product’s page.Earlier Sponsored Brands only allowed keyword targeting. With the new product targeting feature, you can now target shoppers searching for specific products, categories, brands, or other product features. In addition, you can refine categories by brand, price range, and review star ratings.
To test product targeting for your Sponsored Brands campaigns:
- Log in to Seller Central.
- Select a Sponsored Brands campaign you wish to experiment with (ideally, select a high-performing campaign so that you have a good amount of data to test).
- Copy this campaign.
- Remove the keywords and add relevant products/categories instead. It would help to take a look at the targeting recommendations Amazon has provided under the “Suggested” tab in the Product targeting section. You can also consider adding a negative match of brands and ASINs to eliminate the possibility of appearing in irrelevant searches.
- Set your bids and targets and run the campaign.
- Monitor test results through key metrics such as ACOS, click-through rates, conversion, etc.
- Rinse and repeat.
As Sponsored Brands is an ad type geared toward driving brand discovery; you can assess the success of your product targeting tactics by looking at the number of orders that came from new customers called New To Brand (NTB) metrics.
The right way to leverage this campaign type is to break this down into two campaigns:
- Offensive Targeting - wherein you can go after your competitors and target the ads on their product details page. One way to identify your targets is to focus on competitors where you have an opportunity to win. Some of the key factors to consider while targeting is Price, Reviews, and ratings.
- Defensive targeting - wherein, you can defend your products against your competitors.
Since the primary purpose and goals are very different between these 2 campaigns, the ROAS/ACOS target has to be considered accordingly.You might also like our blog on sponsored display product targeting.
