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The Hidden Potential of Upper Funnel Campaigns in Amazon Advertising

While Sponsored Products campaigns are the most commonly used, many sellers overlook the potential of Sponsored Brand and Sponsored Display campaigns.

Onur Ozkan
Onur Ozkan

Jun 08, 2023

As the world's largest online marketplace, Amazon has become a prime destination for businesses of all sizes to sell and advertise their products.

With the increasing amount of advertisers, standing out among the competition is a daunting task. That's where Amazon Sponsored Brand and Sponsored Display campaigns comes in, providing sellers and vendors with the ability to promote their products in a variety of ways.

While Sponsored Products campaigns are the most commonly used, many sellers overlook the potential of Sponsored Brand and Sponsored Display campaigns.

In this article, we'll explore why these campaigns are important and how they can boost your Amazon sales.

Why are Sponsored Brand and Sponsored Display important?

Sponsored Brand and Sponsored Display campaigns serve different purposes in Amazon's full-funnel approach. While Sponsored Products focus on driving conversions, Sponsored Brand and Sponsored Display campaigns serve as brand-building and awareness-driving tools.

With Sponsored Brand campaigns, you can showcase your brand and products at the top of search results, while Sponsored Display campaigns help you reach shoppers off Amazon and retarget customers who have viewed your products.

Additionally, these campaigns can help increase your product's visibility and improve your overall sales funnel. By combining Sponsored Products with Sponsored Brand and Sponsored Display campaigns, you can target shoppers at different stages of their buying journey and guide them towards a purchase.

How do SB and SD campaigns perform compared to Sponsored Products?

Sponsored Products may be the most commonly used advertising tool on Amazon, and are also the most efficient campaigns if you want to increase your sales while still hitting your ACoS goals. The reason behind this is the nature of classic search ads: An potential buyer is searching for a keyword and - in the best case - is shown an ad with a matching product.

"Sponsored Brands and Display, on the other hand, work in a slightly different way."

One of the key benefits of Sponsored Brand campaigns is that they allow you to promote multiple products under a single brand. This can be particularly useful for sellers who offer a wide range of products within a specific niche. By featuring multiple products in a single ad, you can increase the likelihood of a shopper finding something they are interested in and making a purchase.

Sponsored Display campaigns, on the other hand, are designed to help you reach shoppers who have already viewed your products. By retargeting these shoppers with ads that showcase your brand and products, you can keep your products top of mind and increase the likelihood of a conversion. Additionally, Sponsored Display campaigns can be used to target shoppers who have viewed similar products on Amazon or visited your competitors' product pages.

How do SB and SD campaigns affect SP campaigns?

While Sponsored Brand and Sponsored Display campaigns can be effective on their own, they can also have a positive impact on Sponsored Products campaigns. By using a full funnel approach, you can target shoppers at different stages of their buying journey and guide them towards a purchase.

One reason for this improved performance is the increased traffic that Sponsored Brand and Sponsored Display campaigns can generate. Sponsored Products are limited to search results, while Sponsored Brand and Sponsored Display campaigns can reach shoppers through other channels, such as product detail pages, competitor pages, and even on and off Amazon websites. This increased exposure can lead to more clicks, more conversions, and ultimately, more sales.

Another reason for the improved performance of Sponsored Brand and Sponsored Display campaigns is that they allow you to showcase your brand and products in a more visually appealing way. Sponsored Brand ads, for example, can feature a custom headline, logo, and up to three of your products. This not only makes your ad stand out in search results, but also provides shoppers with a better sense of your brand and the products you offer. Similarly, Sponsored Display ads can feature high-quality images and custom messaging, making them more engaging and effective at capturing shoppers' attention.

Sponsored Brand campaigns, for example, can help increase brand awareness and drive traffic to your product detail pages. This increased traffic can lead to more clicks and conversions on your Sponsored Products ads, as shoppers become more familiar with your brand and products. Additionally, by featuring multiple products in a single Sponsored Brand ad, you can cross-promote your products and drive more sales across your entire product portfolio.

Sponsored Display campaigns, on the other hand, can be used to retarget shoppers who have viewed your products but haven't made a purchase. By showing these shoppers ads that feature your brand and products, you can keep your products top of mind and increase the likelihood of a conversion. This increased conversion rate can lead to a higher ROI on your Sponsored Products campaigns, as you are able to capture more sales from the same amount of ad spend.

Conclusion

While Sponsored Products may be the go-to advertising tool for many Amazon sellers, Sponsored Brand and Sponsored Display campaigns offer hidden potential for boosting sales and improving your overall advertising strategy.

By using a full funnel approach and targeting shoppers at different stages of their buying journey, you can increase brand awareness, drive traffic, and ultimately, boost sales.

So next time you're planning your Amazon advertising strategy, don't overlook the potential of Sponsored Brand and Sponsored Display campaigns.

Onur Ozkan

Onur is the Director of Amazon at Finch and is a Performance Marketing Professional with 8+ years experience. Onur works with Finch clients to get the most out of their Amazon campaigns and is always at the cutting edge of his field.

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