CHOOSE THE RIGHT SPONSORED BRANDS AD FORMAT
Ad formats overview
A Sponsored Brands campaign can use one of three formats: Product Collection, Stores Spotlight, or Video. Each of these formats can be used to achieve specific goals, from telling a strong product story to helping customers engage more deeply with products or categories.
Product Collection format
Product Collection ads display a collection of products that reflect the keyword targeting strategy. Custom images can be included to make the ad stand out. These ads can be linked to brand store to help shoppers discover more of a brand’s selection. If linking the ad to a brand store, Compass Marketing recommends ensuring the ad links to a Store subpage featuring these displayed products or to updating the homepage to put the products in the ad the front-and-center.
Stores Spotlight format
Instead of products, Stores Spotlight ads display three brand store sub-pages shoppers can directly click-through to. To be eligible, a brand store must have a minimum of three sub-pages with at least one product on each subpage. We recommend showcasing top categories to help drive exposure and conversions on pages already known to perform well.
Video format
Sponsored Brands video is a great format for promoting a single product with powerful and engaging video creative. At Compass Marketing, we recommend prioritizing products with deals or special offers, best-selling products, products with a strong value proposition, or new product launches.
USE STORES WITH SPONSORED BRANDS
Stores help build your brand
Stores can meaningfully engage shoppers by sharing a brand’s story and content alongside its catalog. Stores offer opportunities for brand engagement, principally through the “Follow” button. When shoppers opt into more branded content and information by clicking that button, they demonstrate their loyalty to the brand. Deals, new product launches, new posts and live streams are highly visible to shoppers once following brands, and these shoppers can be marketed to to drive affinity and re-engagement.
Benefits for Sponsored Brands campaigns
Stores, also known as brand stores, feature a homepage and sub-pages that can be used as a landing destination for Sponsored Brands ads. Doing so provides four key benefits to a Sponsored Brands campaign:
- Connect shoppers with your brand
Stores connect shoppers to more intimate and more branded shopping experiences.
- Showcase a full assortment of products
Stores give shoppers the chance to browse a brand’s catalog. If an advertised product does not meet a shopper’s expectations, they can shop other products that may interest them or that may better fit their needs.
- Keep shoppers engaged
Stores offer many ways to tell a brand and product story, including video, shoppable images, and background video widgets. These features can create experiences that address shopping pain points, highlight key value propositions, and/or drive better engagement with shoppers.
- Access unique insights
Building a brand store page automatically grants access to the Stores Insights dashboard. This allows brands to determine performance across different traffic sources and brand store pages.
CUSTOMIZING YOUR CAMPAIGN FOR SUCCESS
Test & learn for success with Sponsored Brands
Since Sponsored Brands ads are customizable, brands have an opportunity to find out what resonates most with shoppers. These insights can be uncovered by testing different campaign creative elements, including:
- Advertised products displayed in the ad
- Headline copy
- Images (e.g., brand logo or the custom mobile image)
- Landing page destinations
All these variables can be tested and fine-tuned. Comparing two versions of a single variable allows you to run a simple, effective experiment, and can provide insights to inform your future campaigns.
NEXT STEPS FOR SPONSORED BRANDS
Sponsored Brands is a great solution for getting your products and your brand in front of shoppers. To view the webinar we co-hosted with Amazon Advertising and learn more about Sponsored Brands advertising, CLICK HERE. To learn more about how your brand can benefit, or to start your own Sponsored Brands campaign, contact Compass Marketing by email (info@compassmarketinginc.net) or contact your Compass Marketing account manager.
Click on the brand logo to be taken to a Store or a landing page.
Click on the headline to be taken to a Store or a landing page.
Click on the shop link to be taken to a Store or a landing page.
Click on one of the products to be taken to that product’s PDP.
Ensure your PDPs are retail ready
Determine your goals and objectives
Think creatively about your campaign
