How to Run a Successful Sponsored Brands Campaign on Amazon

Amazon Sponsored brand campaigns are a powerful way to increase brand awareness and drive sales. Unlike Sponsored Products, which promote individual listings, Sponsored brand ads showcase your brand, logo, and multiple products in a single ad. These ads appear at the top of search results, helping you capture customer attention before competitors.

Running a successful Sponsored Brands campaign requires more than just setting up ads. You need the right strategy, targeting, and optimization to get the best results. Whether you’re new to Sponsored Brands or looking to improve your performance, this guide will walk you through everything you need to know. If you need expert assistance, working with an Amazon PPC management agency or an Amazon consulting agency can help maximize your campaign’s effectiveness.

What is an Amazon Sponsored Brands campaign?

Sponsored Brands is an Amazon Pay-Per-Click (PPC) ad format that allows sellers to promote their brand and multiple products in a customized banner ad. These ads appear in high-visibility areas, such as:

The top of search results pages
Product detail pages
The Amazon Storefront and category pages

Steps to run a successful Sponsored Brands campaign

Set clear campaign goals

Before launching a Sponsored Brands campaign, define your objectives. Common goals include:

Brand awareness – If you’re a new seller or launching a new product, Sponsored Brands can help introduce your brand to customers.
Sales growth – If you want to increase conversions, focus on high-intent keywords that drive sales.
Store traffic – Sponsored Brands can direct shoppers to your Amazon Store, increasing engagement with your brand.

Having a clear goal will help you structure your campaign and measure success.

Choose the right ad format

Amazon offers three types of Sponsored Brands ads:

Product collection ads – Feature multiple products with your brand logo and a custom headline. Ideal for promoting related products.
Store spotlight ads – Direct customers to different pages within your Amazon Store. Great for brands with multiple product categories.
Video ads – Show a short video that highlights a product’s features. These ads are highly engaging and can improve conversion rates.

Choose the format that aligns with your goal and target audience.

Optimize your ad creatives

A Sponsored Brands campaign is only as good as its ad creative. Follow these best practices:

Use a strong headline – Your headline should be clear and engaging. Highlight key benefits and use action-oriented words.
Choose high-quality images – Use professional product images that clearly show the product. Avoid cluttered backgrounds.
Include your brand logo – Amazon requires your logo to be clearly visible in the ad. Make sure it’s high resolution.
Test video ads – If using video, keep it short (15-30 seconds) and show your product in action.

Well-designed creatives improve click-through rates (CTR) and drive more conversions.

Select relevant keywords

Just like Sponsored Products, Sponsored Brands relies on keyword targeting to reach the right audience. There are three types of keyword match types:

Broad match – Shows your ad for related searches, even if they don’t exactly match your keywords. Good for brand awareness campaigns.
Phrase match – Targets searches that include your keyword in the same order. Provides a balance between reach and relevance.
Exact match – Shows your ad only when the exact keyword is searched. Best for high-converting keywords.

Use a mix of all three match types and regularly review search term reports to refine your targeting.

Utilize negative keywords

Negative keywords prevent your ads from showing for irrelevant searches, helping you save ad spend and improve ROI. For example:

If you sell premium leather bags, you might want to exclude keywords like “cheap leather bags” or “faux leather bags”.
If you sell wireless earbuds, exclude terms like “wired earbuds” or “headphone repair”.

Adding negative keywords helps filter out unqualified traffic and ensures your budget is spent on potential buyers.

Optimize your landing page

Where you send traffic from your Sponsored Brands ad matters. You have two main options:

Amazon Storefront – If you have an Amazon Store, direct shoppers to a specific category or product page for a better shopping experience.
Custom product landing page – If you don’t have a Storefront, use a landing page that showcases the products featured in your ad.

A well-optimized landing page reduces bounce rates and improves conversions.

Monitor and adjust bids

Amazon PPC is competitive, and bid management is crucial. Follow these tips:

Start with moderate bids and increase them for high-performing keywords.
Lower bids on keywords with low conversions to avoid wasted ad spend.
Use dynamic bidding – Amazon automatically increases bids for searches likely to convert and lowers them when they’re less likely to result in a sale.
Working with an Amazon PPC Management Agency can help manage your bids efficiently and improve your return on ad spend (ROAS).

Analyze campaign performance

Regularly review your Amazon Advertising Reports to track performance metrics such as:

Click-through rate (CTR) – Measures how many people clicked on your ad. A low CTR may indicate poor creatives or irrelevant keywords.
Conversion rate – Shows how many clicks turned into sales. If conversion rates are low, consider optimizing your product listings.
ACoS (Advertising Cost of Sales) – Helps determine if your campaign is profitable. Lower ACoS means better profitability.

Optimizing based on data ensures better ad performance over time.

Retarget customers with Sponsored Display ads

If customers click your Sponsored Brands ad but don’t purchase, you can retarget them using Sponsored Display ads. This keeps your brand in front of potential buyers and increases the likelihood of conversion.

Work with Amazon experts for better results

Managing a Sponsored Brands campaign requires strategic planning, keyword research, and continuous optimization. Many sellers work with an Amazon Consulting Agency to:

Develop a custom PPC strategy tailored to their brand.
Improve ad creatives for better engagement.
Optimize bids and keywords to maximize ROI.

An experienced Amazon PPC management agency can help you scale your campaigns while reducing wasted ad spend.

Final thoughts

A well-planned Sponsored Brands campaign can significantly boost your brand visibility and sales on Amazon. By choosing the right ad format, targeting the right keywords, and continuously optimizing performance, you can drive high-quality traffic to your products and increase conversions.

If you want to maximize your results, consider working with an Amazon Consulting Agency or an Amazon PPC management agency. Professional Amazon experts can help fine-tune your strategy, improve your campaign efficiency, and ensure long-term growth in a highly competitive marketplace.

With the right approach, Sponsored Brands can be a powerful tool to grow your brand and outperform competitors on Amazon.