Everything You Need to Know About Amazon Sponsored Brands PPC Ads

Imagine scrolling through Amazon, searching for a product, and suddenly, a high-quality banner ads appears on the top most spot of the search result page or a high quality video starts playing on the top or in the middle of the search result that instantly grabs your attention. Instead of traditional ads, your customer will see your product in a more attractive and engaging way. That’s the power of Amazon Sponsored Brands Type Ads, a game-changer for sellers looking to boost visibility and increase their brand awareness among the audience and drive beneficial  engagement, and conversions.

In a marketplace where competition is fierce, these ads offer a unique way to stand out, tell your brand story or present your product in action, and drive more sales. But how do they work, and how can you make the most of them? Let’s dive in!‍
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Table of Content 

• What Are Sponsored Brands Ads?
• Do Sponsored Brand Ads Contribute to Ranking?
• Types of Sponsored Brands Ads
• Why Are Sponsored Brands Type Ads Important?
• Campaign Structuring for Sponsored Product and Sponsored Brand Ads
• Best Strategies for Creating High-Performing Sponsored Brands  Ads
• Final Thoughts

What Are Sponsored Brands Ads?

Sponsored Brands Ads are a type of Amazon PPC (pay-per-click) advertising designed to help brands increase visibility and drive traffic to their product listings or storefronts. These ads usually appear at the top or middle of Amazon search results featuring a brand logo with custom headline and single or multiple product listings. They allow sellers to showcase their brand identity and promote a selection of products to potential customers searching for related items. 

Introduction to Amazon PPC Campaign Types

When we talk about Amazon PPC, there are three main categories based on the type of ads:

1. Amazon Sponsored Product Campaigns
2. Amazon Sponsored Brand Campaigns
3. Amazon Sponsored Display Campaigns

You must have already heard about Sponsored Product campaigns. If you are connected with Amazon right now, then you probably have some level of expertise in them. But the issue is that most sellers don’t even know much about what Amazon Sponsored Brand Ads and Sponsored Display Ads are, or how to use them effectively.

The main focus of this blog will be on Amazon PPC Sponsored Brand Ads.
If you want to learn basic to advanced strategies of Amazon Sponsored Display Ads, then you can check out our latest blog on Amazon Sponsored Display Ads Strategies.

Now, let’s move to our main topic.

What Are Amazon PPC Sponsored Brand Ads?

Sponsored Brand Ads are a type of Amazon PPC ads that are usually used for creating awareness among the audience. They are totally different from Sponsored Product campaigns in terms of:

• Ad placement
• Advertising goals
• Campaign strategies

These are the types of ads that most sellers don’t focus on, and often don’t even try during the launch stage.

Do Sponsored Brand Ads Contribute to Ranking?

There are many schools of thought on whether Sponsored Brand Ads contribute to keyword ranking or not. Technically, the answer is yes, they do provide a ranking boost.

When running Sponsored Brands Ads, you must ensure that your listing is well-optimized and capable of converting viewers into buyers. If your ad has a poor conversion rate, it won’t negatively impact your organic ranking. Instead, when you are running video ads on multiple keywords then it allows you to analyze top-performing search terms and allocate more budget towards them or increase their bids, and reduce or pause poorly performing keywords.

If your video ad performs well, it indirectly improves your listing’s ranking on indexed keywords due to increase in traffic, engagement, conversions of the listing and most importantly due to increase in revenue the ranks on keywords also increases.

This is because Amazon’s ranking algorithm is based on four main factors:

1. Relevancy
2. Click-Through Rate (CTR)
3. Conversion Rate (CVR)
4. Revenue Generation

Sponsored Brand Ads allow us to target specific keywords. These ads help in increasing revenue on that keyword, and due to this revenue growth, the keyword gets a ranking boost.

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Types of Sponsored Brands Ads

There are 3 main categories that come under Amazon PPC Sponsor Brand Type Ads:

1. Product Collection
2. Store Spotlight
3. Video Ads
   
   

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Sponsored Brands Product Collection Ads

These ads showcase multiple specific products from the same brand, allowing customers to explore and purchase them directly. They direct traffic to either a custom landing page featuring selected products or individual product detail pages, not necessarily the Amazon Storefront.

Headline Search Ads (HSA)

You can try HSA ads under this in which your product collection will appear on the very top of the Amazon Search Result before even Amazon Sponsored Product Ads that’s why sometimes the conversion rate or the clickthrough rate on the top is usually very engaging and you’ll also find that the competition or this is low as compared to the Sponsor Product type Ads so you can have a very good chance to create awareness of your brand and increase sales of your Product on that particular Keyword.

When to Use

If your brand is crossed the launch phasing and is now on the mature or the scaling phase then a good practice is that on all potential keywords on which you are running exact campaigns you must have to run sponsor brand HSA (Headline Search Ads) and also the Sponsor Brand Video Ads and for example that the keyword is among the main keywords and the organic rank of that listing on that particular keyword is increasing day by day and you are also running HSA and Video Ads on that keyword so by doing this you are technically conquering that keyword by taking as much placements as possible.

Campaign Structure

In Sponsor Brand Type Ads you don’t need to run single keyword per campaign you can easily add 4–5 keywords in a single campaign but a good practice is that the keyword should belong to the same root so that the amazon algorithm can focus on the same root keyword at a time.

• Sponsored Brands Store Spotlight Ads

The other type is Store Spotlight Ads and technically the strategy is same as of Product collection ads just the difference is that you can direct customers to your storefront which is very very beneficial if and only if you are aiming to drastically increase your audience reach and create your brand awareness among the peoples you can use it to run HSA ads.

Targeting Options

You have the two options in both scenarios: either run product targeting campaigns or run keyword targeting campaigns, usually we use keyword targeting campaigns in which targeting keywords that are performing well under sponsor product type campaigns.

Brand-Building

Designed for brand-building, these ads highlight different product categories within a brand’s Amazon Storefront. Clicking on a section takes users to the corresponding Storefront subpage, increasing overall brand engagement rather than focusing on direct product sales.

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Sponsored Brands Video Ads

These are video-based ads that play automatically within search results, providing an engaging way to showcase product features, benefits, and use cases. These ads direct shoppers to a specific product detail page or a custom landing page.

While all three types of Sponsored Brands Ads play an important role in generating revenue for brands, generally the conversion rates are good in video ads on amazon that is why these are also called as one of the most powerful ad types on Amazon for capturing shopper attention and driving sales.

How They Work

Sponsored Brands Video Ads take brand promotion a step further by incorporating engaging, autoplay video content directly into Amazon search results.These are different from static image based ads as they allow sellers to showcase their product’s features, benefits, and real-life applications through an engaging visual content. These ad types have the potential to grab shoppers' attention that leads to higher engagement and conversion rates.

Cost Structure

Sponsor Brand Types ads also operate on a cost-per-click (CPC) model which ensures that sellers only pay when a customer clicks on the ad.

Benefits

Sponsored Brands Video Ads provide a unique way to stand out in a competitive marketplace and drive more sales through dynamic storytelling.

Amazon Sponsor Brand Ads are usually considered as the Ads that help in creating brand awareness and increasing the visibility of the brand among the niche which eventually helps in expanding the audience size.

Amazon Sponsor Brand PPC Ads are only available for Sellers that registered themselves through Amazon Brand Registry.

Why Are Sponsored Brands Type Ads Important?

The Sponsored Brands Ads can have a higher conversion rate because of their unique ad placement which can attract the shopper at first sight, and if your product listing is engaging and the offer is market competitive and highly related to the typed search query of the customer, then you can also get a higher click-through rate (CTR), especially in the case of Sponsored Brand Video Ads because video content attracts customers more effectively than static image ads.

When customers search for a product on Amazon, they already have some level of purchase intent. A Sponsored Brands Video Ad placed at the top of the search results or within the results page stands out from other static listings, making it more likely to capture attention and generate clicks.

Campaign Structuring for Sponsored Product and Sponsored Brand Ads

When running Sponsored Product ads with keyword targeting and aiming to rank for those keywords, it is best to have separate campaigns for each keyword which helps in allocating budgets, bids, and placements in a very precise and organized manner.

When you are running Sponsored Brand ads, there is no need to have separate campaigns for each keyword. You can add four to five keywords in a single campaign and then monitor and optimize the campaigns based on performance.

Best Strategies for Creating High-Performing Sponsored Brands  Ads

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For HSA Ads 

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• Target highly relevant and good search volume keywords that are already performing well in your Sponsored Product campaigns.
• You can showcase your best-selling or complementary products in the ad creative through your sponsor brand ads campaign.
• You can direct traffic to your custom landing page or Amazon Storefront to increase brand awareness.
• Keep track of the CTR and conversion data to refine keyword targeting or to adjust bids and budgets.
• If you are performing well  on a particular keyword through sponsor product campaigns then also run Sponsored Brand HSA and Video Ads to dominate keyword placements.

Video Strategy

The first 4-5 seconds are the most important to grab attention in your product video content, if the video does not immediately capture attention then the viewer will scroll down. Your video should hook the viewer instantly by highlighting their pain points and presenting your product as the perfect solution and a good value addition in their lives.

Effective Video Structure:

• Problem: Start by showcasing a common frustration or challenge that your target customer faces.
• Solution: Quickly introduce your product as the perfect answer to this problem.
• Engaging Facts: Highlight key product benefits and features in a visually appealing way.
• Call to Action (CTA): End with a compelling CTA, urging viewers to make a purchase.

How to Craft High-Impact Video Content:

• Study successful Amazon ads and social media videos to understand what works.
• Pay attention to the storytelling style, pacing, and visual effects used in high-performing ads.
• After gathering insights, allow yourself time to think creatively—this can lead to breakthrough ideas.
• You can also use AI tools like ChatGPT to refine your video structure, script, and messaging.

You can get an idea for the structure of the video by exploring social media and Amazon ads, whether they are related to your product or not. This will help you understand how the video’s framework should be structured. After learning, give yourself some time to think, and your brain will generate game-changing ideas.

You can also take help from ChatGPT. The video structure should be as follows: highlight the problem first, immediately present the solution, showcase product-related interesting facts, and then include a strong call to action. The customer is already at the bottom of the funnel, in the desire stage, you just need to trigger that desire and lead them to make the purchase.

Not sure how to structure campaigns for maximum ROI? Our Amazon PPC specialists design, launch, and optimize Sponsored Ads campaigns for your brand that consistently deliver results. Book your FREE PPC strategy session today!"

Final Thoughts

By implementing these strategies, you can create high-performing Amazon Sponsored Brands Video Ads that attract shoppers, boost engagement, and drive higher conversions. A well-crafted video ad not only increases visibility but also enhances brand credibility, ultimately leading to higher sales and long-term growth. Investing in video content can set your brand apart in a crowded marketplace, improve customer trust, and maximize your advertising ROI.

Ready to take your Amazon advertising to the next level? At Upscale Valley, we specialize in scaling brands whether you are launching new products or scaling an established brand, our team is here to guide you every step of the way. Book your FREE Amazon Brand strategy consultation today!

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