Join one of our in-house experts as we walk through best practices for Amazon Sponsored Brands and Sponsored Products ads. We review tactics to drive ROI as well as how to avoid common pitfalls we see vendors make.

1. Amazon
Sponsored
Products &
Brands Workshop
Live Expert Walk-Through on Best
Practices

2. Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by end of week
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05

3. Tinuiti is the largest independent performance
marketing agency across the Triopoly.
Employees
Media managed Award-winning culture*
$2B #1 700+
3
*AdAge Best Places to Work 2019-2021

4. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

5. Our Speaker
NAI SAELEE
Marketplace Channel
Analyst

6. Agenda
layout
● Importance of Sponsored Products and
Sponsored Brands
● Sponsored Products
● Sponsored Brands
● Better Together
6

7. Poll Question
Are you currently using Sponsored
Products and Sponsored Brands as your
advertising strategy?
● Sponsored Products Only
● Sponsored Brands Only
● Both
● Neither/Have not started advertising yet

8. The Importance
Sponsored Products and Sponsored Brands
8

9. 2
Amazon Advertising Org Chart
Search
PPC: Cost per click
(CPC)
Display
Display: Cost per Thousand
(CPM)
Ad Console
Product
Display
Sponsored
Products
Sponsored
Brands
DSP
Amazon
Managed
Service
ESS
(Enterprise
Self Service)
AMG
(Amazon
Media Group)

10. Traffic x Conversion = UNITS SOLD
(Increase)
Search
Ads
10
The Full Amazon
Advertising Funnel
Sponsored
Brands
Sponsored
Products
Awareness
Consideration
Purchase intent
Purchase
experience
Purchase
PT or PDAs

11. ● Self service product ads (SSPA) on Amazon and across
apps.
● Promote products as shoppers actively search by
keyword or brand.
● Cost Per Click model - bid on shopper keywords to win
the right to have an ad shown to customers, pay only
when a shopper clicks on an ad.
● Ensure discoverability of one’s brand and products
against key search terms in category.
Search Advertising
Sponsored Products

12. ● Self service product ads (SSPA) on Amazon and across
apps.
● Promote 3 products and the brand as shoppers actively
search by keyword or brand.
● Cost Per Click model - bid on shopper keywords to win
the right to have an ad shown to customers, pay only
when a shopper clicks on an ad.
● Ensure discoverability of one’s brand and products
against key search terms in category.
● Direct shoppers to a storefront or product listing page
with usage of ad copy
Search Advertising
Sponsored Brands

13. A staggering 68% of Amazon
Shoppers “Window Shop” on
Amazon, according to our Amazon
Consumer Study. The number of
consumers using Amazon as a way
to discover new brands is on the
rise.
13

14. Sponsored Products
Sponsored Products and Sponsored Brands
14

15. Placement on the SERP
15

16. Sponsored Products
What is it?
● Sponsored Products are pay-per-click (PPC) ads that drive traffic to Amazon product detail pages.
Why is it important?
● Build catalog awareness, drive conversions, as well as protect and expand brand space.
● Increase organic rank
● Accelerating growth of newer or low-exposure ASINs
● Increasing discoverability for your top Buy Box offers
● Acting as an incremental revenue driver
● Compete for first page visibility on the search engine results page
16

17. Sponsored Product Ad (SP)
Appears instead of top organic search placements
AUTOMATIC (EAT- Enhanced Auto Targeting )
Data Source, increase search visibility, and
acquire new profitable keywords
MANUAL
Converting keywords, into two buckets and allocated
based on strategic framework
Substitutes Compliments
Close Match Loose Match
KW Targeting
Product Attribute
Targeting (PAT)
Broad, Phrase, Exact,
Negative Phrase/
Exact
ASIN targeting & Cat.
SubCat. Targeting
17

18. According to Tinuiti’s Amazon
Benchmark Report, sales revenue
attributed to Amazon Sponsored
Products grew 30% year-over-year,
with spend increasing by the same
figure driven by an 18% increase in
clicks and 10% increase in
cost-per-click (CPC).
18

19. Sponsored Products
19

20. Strategy and Approach
Strategy Approach
Start with Autos
Used to harvest data as Amazon will target your ads to all relevant customer searches based on product
information.
Harvest Keywords Pull a search term report to analyze customer search data that will fuel your manual campaign strategies.
Build Manuals Using search term data, you will build out Manual campaigns based on converting keywords and ASINs.
Continuous Data
Harvest
Continuously pull search term reports to continue to gather data from autos to harvest into manual campaigns.
You will see that new data will continue as time goes on or during peak holidays.
Optimize
Do not set it and forget it. You want to continue to optimize the bids in your campaign and have a strategy of
optimizing based on your ACoS goals.
20

21. Building Sponsored Product Campaigns
21
Step 1: Title and Budget
1. Choose a campaign name that
will easily explain the products in
included in that strategy
2. Schedule the start date for the
campaign, can set a future date
if needed
3. Allocate a sufficient daily budget
for the campaign
4. Select Targeting Type if this will
be an auto or manual

22. Building Sponsored Product Campaigns
22
Step 2: Campaign Bidding Strategy 1. Select how you want to pay for
clicks on your ads
2. Up and Down bidding will be
automatically selected, however,
based on your goals, you can
switch the strategy
TIP: Up and Down bidding is typically
the most successful approach as it
adjusts based on real data

23. Building Sponsored Product Campaigns
23
Step 3: Ad Group Name and Products 1. Name your ad group otherwise it
will automate to “Ad Group 1”.
Naming it by ASIN, SKU, or
details of the product can be
helpful.
2. Select the product you will be
include in this ad group. Keeping
in mind to have a 1-1 structure (1
ASIN per 1 Ad Group).

24. Building Sponsored Product Campaigns
24
Step 4: Targeting
Auto:
1. Select your default bid or what
targeting bid you would like for
each match type: close match,
loose match, substitutes, and
complements.
Manual:
1. Select if this will be a keyword or
product targeting campaign
a. Keywords: You will then be
able to select the
keywords you would like
to include.
b. Targets: You will be able to
select if this will be an
ASIN targeting approach
or category targeting.
Manual

25. Building Sponsored Product Campaigns
25
Step 4: Negative Targeting 1. Select any keywords or products
you would like to negate from
this campaign. If there are none,
then you can leave this section
empty and “Launch campaign”.
TIP: Use negative keywords to save ad
spend.

26. ● Include Broad, Phrase, and Exact match types for
your keyword targeting campaigns
● Break out Sponsored Product Manual campaigns
by branded and non branded
● Download search term reports to gather new
keywords and ASINs to target in your Manual
campaign strategies
● Utilize negative targeting to help reduce high
wasted spend
● Have a mixture of strategies to test that include
keyword targeting, product targeting, and category
targeting
Best Practices
26

27. Poll Question
Do you currently use Search Term
reports to harvest or negate keywords
from your campaigns?
● Yes, this has become a regular occurrence!
● No, but I will now!

28. Sponsored Brands
Sponsored Products and Sponsored Brands
28

29. Placement on the SERP
29

30. Sponsored Brands
What is it?
● Amazon Sponsored Brands (formerly Headline Search Ads) are banner ads that include a brand’s
logo, message, and products in Amazon’s search results.
Why is it important?
● Feature brand imagery, messaging, and a product carousel to engage people at
the beginning of their shopping journey.
● Valuable for reaching shoppers early on in the buyer’s journey
● Drive shoppers to a specific product category, a product listing, or your Store on
Amazon.
● Utilize ad copy to call out features, USP’s, and sales
30

31. Sponsored Brand Ad (SB)
Appears above the fold
AD FORMAT
Showcases your brand logo, ad copy and
product(s) in 3 formats
MANUAL
Converting keywords, into two buckets and allocated
based on strategic framework
Product Collection Store Spotlight
Video
KW Targeting
Product Attribute
Targeting (PAT)
Broad, Phrase, Exact,
Negative Phrase/
Exact
ASIN targeting & Cat.
SubCat. Targeting
31
● Product Collection: Promote multiple products from a landing page of your
choice (Amazon Store or Product List Page)
● Store Spotlight: Drive traffic to a store, including subpages.
● Video: Features a single product with an autoplaying video.

32. According to Tinuiti Benchmark
Data, Sponsored Brands spend grew
a staggering 47% year over
year…Sales attributed to the format
grew even faster at 57%.
32

33. Additional
placements along
the bottoms and
sides of the SERP
Sponsored Brands have evolved over time
Dynamic ASIN
optimizations
Expanded targeting
strategies w/ negative
keywords, category, and
ASIN targeting
Creative editing
capabilities
Product Detail Page
placement
Language preferences
released
33

34. Strategy and Approach
Strategy Approach
Segment Branded vs.
Non Branded
Match keyword intent with the landing page that you are driving traffic to.
Keyword Harvest
Pull a search term report to analyze customer search data from your autos and leverage SP data for SB
campaigns.
Creating Intriguing
Creatives
Match the keywords that are the MOST important for your product — for relevancy and click through. Test
multiple variations of ad copy, custom images, ASIN selection, and landing page selection.
Continue to Harvest
Data
Continuously pull search term reports to continue to gather data from autos and SP campaigns to harvest into
SB campaigns. You will see that new data will continue as time goes on or during peak holidays.
Optimize
Do not set it and forget it. You want to continue to optimize the bids in your campaign and have a strategy of
optimizing based on your ACoS goals.
34

35. Building Sponsored Brand Campaigns
35
Step 1: Title and Budget 1. Choose a campaign name that
will easily explain the strategy,
highlighting it is a SB campaign,
category of products, Branded vs
Non Branded
2. Schedule the start date for the
campaign, can set a future date
if needed
3. Allocate a sufficient daily budget
for the campaign
4. Select your Brand if there are
multiple brands in your account

36. Building Sponsored Brand Campaigns
36
Step 2: Ad Format and Landing Page 1. Select what type of ad format
the SB campaign will be
2. Select the landing page, whether
it will direct to store page or a
new landing page with products
listed

37. Building Sponsored Brand Campaigns
37
Step 3: Creative
1. Include a Brand logo and your
Brand name
2. Select the products that will be
featured in the ad (3 maximum)
a. Video will be 1 product
only
3. Include the headline (ad copy)
that will be associated with this
ad
4. Include a custom lifestyle image
(if applicable)

38. Building Sponsored Product Campaigns
38
Step 4: Targeting SB campaigns do not have an auto
targeting option.
1. Select if this will be a keyword or
product targeting campaign
a. Keywords: You will then be
able to select the
keywords you would like
to include.
b. Targets: You will be able to
select if this will be an
ASIN targeting approach
or category targeting.

39. Building Sponsored Product Campaigns
39
Step 4: Negative Targeting 1. Select any keywords or products
you would like to negate from
this campaign. If there are none,
then you can leave this section
empty and “Launch campaign”.
TIP: Use negative keywords to save ad
spend.

40. ● Include Broad, Phrase, and Exact match types for your
keyword targeting campaigns
● Break out Sponsored Brand campaigns by branded
and non branded
● Download search term reports to gather new
keywords and ASINs to target in your campaign
strategies
● Utilize negative targeting to help reduce high wasted
spend
● Set up multiple campaigns to A/B test
● Put the right products in front of your shopper based
on search terms in that campaign
● Review the new-to-brand metrics as these may
identify keywords that generate new-to-brand orders
with higher price points
Best Practices
40
“If a shopper is looking for a
specific product, make sure
your Sponsored Brands ad
gets them to that product.
If it’s broad, it’s best to get
them to page with a greater
selection to help them
make their decision.”

41. Poll Question
Which Sponsored Brand campaign
strategies are you currently
implementing? (select as many that
apply)
● Directing to Storefront tab
● Directing to a product listing page
● Using custom lifestyle images
● Using video content

42. Better Together
Sponsored Products and Sponsored Brands
42

43. 35%
of Amazon
Shoppers click on
the first product
featured on a
search page
81%
of clicks are on
brands on the
first page of
search results
70%
of Amazon
Customers never
click past the first
page of results.
64%
of clicks are on
the first three
items displayed in
search results
43
Product Listing Prominence is Crucial
Promoting products via Ad Console that do not already rank one the first page
for a core product search is crucial to sales and product growth.

44. The New Normal
44

45. - Tinuiti 2021 Amazon Ads Guide
“According to reports, there was a +129%
year-over-year growth in U.S. and Canadian
ecommerce orders and an +146% growth in all
online retail orders...Although we can’t be sure
what to expect in 2021, what we do know is the
future success of brands on Amazon will
require a nimble and diversified strategy.”
45

46. Poll Question
How often do you currently optimize your
Sponsored Product and Sponsored
Brand campaigns?
● Every day
● Every 2-3 days
● Every week
● I have not optimized- set it and forget it!

47. Key Takeaways
Sponsored Products and Sponsored Brands
47

48. Key Takeaways | Sponsored Products and Brands
48
● Utilize both campaign types to acquire more market
share on the SERP
● Search term reports are crucial in determining the
right keywords to target in your campaigns
● Continue to optimize your campaigns over time and
add in new keywords
● Ad copy and creatives are important for driving more
brand awareness and highlighting key features
● Test a mix of approaches, from product targeting to
keyword targeting for SP and SB campaigns
Awareness
Interest
Consideration
Intent
Purchase
Post
Purchase

49. Schedule Your
Consultation
with an Amazon
Expert

50. Q&A

51. Thank you!