Create strategic campaigns with sponsored ads

Sponsored ads solutions to reach shoppers throughout their journey

Sponsored Products
Sponsored Products are cost-per-click (CPC) ads that
promote individual product listings in the Amazon
store and select premium apps and websites. These
ads may be displayed at the top of, alongside, or
within shopping results, product pages, or on apps
and websites on desktop and mobile. Ads are shown
to shoppers based on relevant keywords or products
and customers who click on these ads will be taken
to the product’s detail page.

127% increase in sales with Top-of-search Impression Share using Sponsored Products*
*Source: Amazon internal data, WW, Jan 2022 - Dec 2022, Results are based on past observations and not indicative of future results.

Sponsored Brands
Sponsored Brands ads feature a brand’s logo, a
custom headline, and multiple products. These ads
appear in relevant shopping results and can help
drive brand discovery among customers shopping for
similar products. They may be displayed on top of,
alongside, or within shopping results, on both
desktop and mobile. With clickable logos, lifestyle
imagery, or product categories, shoppers click on the
ads and will be taken to the product’s detail page,
new landing page, a Brand Store, or custom URL.

Sponsored Brands creative formats: Brand Store spotlight

Product collection
Promote up to 3 products and link to a page in your
client’s Brand Store, or a new landing page that
Amazon will automatically create for you consisting
of the products in your ad.
Showcase up to 3 Store sub-pages in your campaign,
along with a brand logo, and a custom headline.
Sponsored Brands video
Display a short video that autoplays and sends
shoppers to the product’s detail page.

Sponsored TV (Beta)
Sponsored TV is a self-service advertising solution, currently in beta and currently only
available in the US, designed for brands of any size to reach and inspire audiences where
they watch content. With billions of first party shopping and streaming signals, these
streaming TV ads can help brands connect with the right viewers, in the right time on
streaming services like Freevee and Twitch.
Essentials - Introduction to sponsored ads
Sponsored ads solutions to reach shoppers throughout their journey

Sponsored Display
Sponsored Display is a display advertising solution
designed for all brands, whether they sell on the
Amazon store or not. Sponsored Display can help
advertisers discover, reach, and engage the right
audiences in the right context across the shopping
journey with static images or video. Using machine-
learning and multi-format creatives, Sponsored
Display supports CPC as well as cost-per-thousand
viewable impression (vCPM) pricing options.

Sponsored ads solutions combine for powerful results

higher ROAS1 higher on the Awareness Index2

Observed on average when advertisers
31% used both Sponsored Brands and
Sponsored Products together
1. Compared to advertisers only using Sponsored Products,
Amazon internal data. WW, January 1 – September 20, 2022
Observed on average when advertisers
19% used both Sponsored Brands and
Sponsored Products together
2. Compared to brands that only launched a Sponsored Brands
video format campaign. Amazon internal data, US, UK, DE, FR,
IT, ES, CA, JP, MX, AU, September 1, 2021 – August 31, 2022

Client Conversation Starters

“How are we valuing “Are new-to-brand

the impact of mid- customers important
funnel branded to your brand?”
shopping campaigns?”
Campaign targeting options
by ad type

Automatic Manual Keyword Product Contextual Audience

Sponsored
Products P P P P
Sponsored
Brands P P P
Sponsored
Display P P P
Sponsored
TV (Beta) P P

Campaign success tips

Create strategic, goal-driven sponsored ads campaigns

Goal Campaign success tips

• Advertise best selling products and substitute products

• Use product targeting to target similar and substitute products
Reach more customers
• Use other brands keywords
• Measure with reach, vCPM, and new-to-brand shoppers

• Advertise top performing products and variations of products

• Use branded terms (your client's brand)
Defend the brand
• Use product targeting to target your client's own product detail pages
• Measure with detail page views, click-through rate, and CPC

Key metrics to measure sponsored ads success

Awareness Consideration Purchase

• Reach
• Detail page views
• Cost per thousand • Return on ad spend (ROAS)
• Click-through rate
• Cost per thousand viewable • Advertising cost of sale
• Cost-per-click
impressions (vCPM) (ACOS)
• Add to cart
• Branded searches • Conversion rate
• New-to-brand sales
• New-to-brand shoppers
Reports to measure your sponsored ads campaigns

Report Type What is it? When to use it?

Provides insights into sales and performance To see how your keyword and product targeting are
Targeting report metrics for keywords, ASINs, and categories in all performing over time. This helps inform when to
campaigns that received at least one impression. adjust your bid and expand your keyword target list.
Summarizes your ads performance by campaign
For understanding how your campaign is performing,
for a selected date range and provides
Campaign report information on metrics campaign by campaign,
and identify opportunities where you can dive in to
learn more about where you can make adjustments.
such as clicks, CTR, spend, ACOS, and ROAS.
Breaks out keyword performance by ad
To identify keywords that perform better on certain
placement (top of search, other placements) and
Keyword placement report shows insights such as impressions, clicks, CTR,
placements which can help you adjust your bid and
expand your targets.
ACOS, and new-to-brand metrics by placement.
To get insights into performance across different
Breaks out campaign performance by ad
Placement report placement (top of search, other placements).
placement types and identify campaigns that could
benefit from a placement-level bid adjustment.
Provides visibility into the actual search terms To identify high-performing customer searches and to
entered by shoppers shopping on Amazon.com create negative keywords for search terms that don’t
that resulted in a click on one of your ads. It meet your goals. This helps to understand how the
Search term report provides sales data for promoted ASINs, as well different match types you select for your keywords
as brand halo ASINs related to each sponsored will cause your ads to appear for certain customer
ads term. search terms.
To understand how your ads are performing over time
can help you determine whether you need to change
your advertising strategy and see how your products
Provides insights into sales and performance within each campaign are performing against each
Advertised/purchased
metrics for the advertised ASINs in all campaigns other. If you have particularly low-performing
product report that received at least one impression. products, this could indicate you don’t have enough
keywords, or keywords that aren’t targeted enough.
You also may not be bidding enough for popular
keywords in your category.
To keep track of your campaign status to see whether
your campaigns are running, paused, ended, or
Shows a summary of the clicks and spend, as well
terminated. If you find an ended campaign that met
Performance overtime report as the average cost per click over a specific period all your business goals, you can copy it into a new
for all the campaigns
campaign without an end date to ensure continuous
coverage.

Additional Resources

Video: Sponsored Brands image generation

Video: Choose a targeting strategy for your campaign

Video: Set up a sponsored ads campaign budget

Read the full Sawyer case study here