Looking for a new way to help increase the effectiveness of your Sponsored Brands ad campaigns on Amazon? You can implement this quick and easy strategy to improve your Sponsored Brands ads to their full potential.
Recap of Sponsored Brands Ads
Sponsored Brands are ads that feature your brand logo, a custom headline, and multiple products. These ads appear in relevant shopping search results and help drive discovery of your brand among customers shopping for products like yours. Sponsored Brands require brand registry.
On Amazon, you can utilize a single theme targeting strategy to increase the relevancy and specificity of your Sponsored Brands ads with the goal of boosting clicks and conversions.
Single Theme Targeting
When creating Sponsored Brand ads that focus on non-brand keywords, you may think that it is best to create your headline copy based on your brand and slogans. However, this is not the case.
It works better to use “Single Theme Targeting.” The goal of the single theme targeting strategy is to increase the relevancy between your campaign’s headlines, keywords, and customer search terms. To do so, you must match your product families to the searches that are enabling your products to be found.
How To Use Single Theme Targeting
Depending on your goals, there are different strategies to determine which products to advertise. For example, if you have a ‘star’ product, consider featuring it in related groups to draw attention to the ensemble and increase awareness of your product portfolio.
If you have a brand store, try linking it to capture shoppers who may be searching for general products. Remember, you can also use Brand Store sub-pages to increase precision.
To identify top-performing keywords and themes, pull a Search Term Report for the past 60 days and find the searches that yielded the highest traffic and most sales.
You might already begin to see some patterns or themes in this data. For example, you might find the following search terms “women’s tank tops”, “tanks for women”, and “sleeveless tops women.” Based on that data, you’ve determined that “tank tops for women” is the theme. You will want to construct the Sponsored Brand headline copy to reflect this theme and target that keyword.
Single Theme Targeting in Action
We tested this strategy out by A/B testing. We ran the following two campaigns:
- A campaign that had been previously created which was more focused on the brand
- A campaign that was changed to be more single-theme keyword focused
Both of these campaigns ran for 30 days, and for the sake of anonymity, we’ll say they sold women’s tank tops.
The headline ad copy for the brand-focused campaign read “Shop Summer Staples” and the campaign was targeting the keyword theme “women’s tank tops.” This campaign performed at a CTR of 0.35% and a conversion rate of 12%.
We then replaced the copy.
The new headline read “Women’s Tank Tops,” connecting the dots between what the customer was searching for, and what product was being sold.
This change resulted in the campaign CTR increasing to 0.7% and conversion rate tripling.
In summary, utilizing a strategic method to serve more relevant ads through simple product-to-keyword matches will improve your campaigns’ metrics.
To test this out on your own Sponsored Brands campaign:
- Identify performing keywords
- Add those keywords to the Sponsored Brands campaign
- Determine a theme based on the keywords
- Use that theme to create your headline
- Measure ad performance
When you collect the ad performance data then you can compare it to previous Sponsored Brands. If you see improvements on clicks and conversions, double down on this strategy to drive more shoppers to your brand products.