¶ SOP: Creating Sponsored Brands Product Collection Campaign
Step 1: Login to your Amazon Advertising account
Step 2: Click on the "Create campaign" button
Step 3: Select Sponsored Brands campaign type by clicking on the "Continue" button under the tile
Step 4:
- Enter campaign name using consistent nomenclature, specifying the type of targeting at the end; For SB ads its good practice to use the creative of the ad as a campaign name.
- Assign the campaign to the appropriate portfolio
- Choose start date (its better not to select end date)
- Specify the Daily budget
Step 5: Select Product collection from the ad formats.
- Depending of campaign copy and goals you can select a landing page to be the Amazon store or new product list page. If you have broader targeting scope directing traffic to the storefront is better option. If you have specific group of products that you like to push, than new product list is more desirable.
Step 6: Select a minimum of 3 products. It is recommend adding at least 5 products to reduce the likelihood of campaign pauses if products go out of stock.
Step 7: Creative. This is the most important step in creating this campaigns which make them unique.
- Choose your company logo (400 px wide and 400 px tall)
- Write your company name
- Create the headline of the ad. This is a custom text that will be shown along with the selected products in the previous step. Here you can be creative and make your ad to stand out and make people click on it. You are limited to convey effective message within the limit of 50 characters. Very important for good conversion rate, is to align your headline with the keywords that you are targeting.
- Finally you can rearrange your product so the most prominent products are ahead in the list.
Step 8: Similar to SP manual campaigns, SB Product collection and Store spotlight ads offer two types of targeting - Keyword or Product targeting. SB ads do not have the option for ad groups, so you can select only one type of targeting per campaign.
Step 9: If you have selected keyword targeting read Step 9.1 and for product targeting 9.2. You can read further how to conduct kw and product research by clicking here, and more about different keyword match types here.
Step 9.1: Add keywords that you want to target. Good practice is to have different bids for different math types. For the exact you should have highest bids, for phrase match type 10% - 20% lower and broad match type 30%-40% lower than exact match type.
Step 9.2: Product targeting offers two types of targeting - "Category" and "Individual Products" targeting. Category targeting can be refine further by selecting specific competitor brand, star ratings and price of products.
- For the individual product targeting you have 3 options. To select from the suggested, to search by keyword or enter/upload your own list. You can use all 3 methods but for best performance it is wise to harvest good converting ASIN's from the SP Auto targeting campaigns.
Step 10: Negative targeting. This step is optional.
Step 10.1: You can add your brand kw as a negative if you have separate "Brand" campaign which will make it easier to measure your brand impact.
Step 10.2: You can add your own products as a negative if you have separate "Defensive" campaign which will make it easier to measure your brand impact.
Step 11: SB ads contain custom text which needs to be and approved by Amazon before the ad goes live. To submit the ad for review press on "Submit for review" button.
