How do amazon agencies handle sponsored brands and sponsored display ads?

To understand the strategies of the agencies, we must first understand Sponsored Brands and Sponsored Display ads:
- Sponsored brands – These ads appear at the top of search results, featuring a brand logo, a custom headline, and multiple products. They’re designed to increase brand awareness and drive shoppers to a brand’s store or a custom landing page featuring a selection of products.
- Sponsored display ads – These ads appear on and off Amazon, targeting shoppers based on browsing and purchasing behaviour. Product detail pages, customer reviews, third-party apps and websites display them.
Amazon agencies take a multifaceted approach to Sponsored Brands, focusing on several key areas:
- Keyword strategy – Agencies conduct extensive keyword research to identify the most relevant and high-performing search terms for a brand’s products. They use a combination of broad, phrase, and exact match keywords to capture various search intents.
- Creative optimization – Sponsored Brand ads’ headline, logo, and product selection are crucial for capturing shoppers’ attention. Agencies continuously test combinations to find the most influential creative elements that resonate with the target audience.
- Landing page optimization – Whether directing traffic to a brand store or a custom landing page, agencies ensure the destination is optimized for conversion. This includes creating compelling product collections, using persuasive copy, and implementing a user-friendly design.
- Bid management – Agencies use sophisticated tools to manage bids, adjusting them based on performance data, competition, and seasonal trends. They often implement dayparting strategies to bid more aggressively during high-converting hours.
- Performance tracking and optimization – By closely monitoring key metrics such as click-through rates, conversion rates, and return on ad spend (ROAS), agencies continuously refine their Sponsored Brands strategies to improve performance over time.
Maximizing sponsored display ads
Sponsored Display ads offer unique opportunities for targeting and retargeting shoppers. Here’s how agencies leverage this ad format:
- Audience targeting
Agencies create custom audiences based on shoppers’ browsing and purchasing behaviour. They target customers who have viewed similar products, competitors’ products, or even specific categories related to the brand’s offerings. amazon traffic strategies are crucial in how agencies handle Sponsored Display ads. By analyzing traffic patterns and user behaviour, agencies can identify the most effective placements and targeting options to maximize visibility and engagement for their client’s ads.
- Product Targeting
Agencies strategically place Sponsored Display ads on relevant product detail pages, including those of competitors. This allows brands to capture shoppers who are actively considering similar products.
- Retargeting
The robust feature of Sponsored Display ads is the ability to retarget shoppers who have previously viewed a brand’s products. Agencies create tailored campaigns to re-engage these potential customers and encourage them to complete their purchases.
- Creative optimization
Similar to Sponsored Brands, agencies continuously test and refine the creative elements of Sponsored Display ads. This includes product images, headlines, and call-to-action buttons to maximize click-through rates and conversions.
- Budget allocation
Agencies carefully manage budget allocation between different Sponsored Display campaigns, ensuring that the most effective targeting strategies receive adequate funding while allowing for testing and optimising new approaches.
With the right approach, these powerful ad formats drive substantial growth and success in the competitive world of Amazon selling.