Amazon Sponsored Brands ads offer a powerful way to increase brand visibility and drive sales. Below we've listed a few of our top strategies for maximising your ROI:

Optimise Your Headline

Your headline is the first thing shoppers see, so make it count. Keep it concise and compelling, aiming for 50 characters or less. Include your brand name and top-performing keywords to improve relevance and visibility. Highlight unique selling points or promotions to entice shoppers, and use action-oriented language to encourage clicks. For example, instead of a generic "Women's Running Shoes," try something more engaging like "ACME Ultra-Light Running Shoes - 20% Off Today!"

Showcase Your Best Products

The product images you choose can make or break your ad performance. Feature your top-selling or highest-rated products to put your best foot forward. Ensure all images are high-quality and visually appealing to catch the eye of potential customers. When possible, show products in use or from multiple angles to give shoppers a better sense of what they're buying. If your products have won awards or received certifications, include these accolades on the product images to build trust and credibility. Remember, you can display up to three products in your ad, so choose wisely to represent your brand and appeal to your target audience.

Leverage Custom Images

While product images are important, don't overlook the power of custom brand imagery. A well-designed custom image can reinforce your brand identity and showcase multiple products in a lifestyle setting. Use these images to highlight key features or benefits of your products and create emotional connections with shoppers. Invest in professional design to create eye-catching custom images that align with your brand and resonate with your target customers.

Utilise Video Ads

Video ads can be incredibly effective for demonstrating products and telling your brand story. Keep them short, aiming for 15-30 seconds, and capture attention in the first few seconds. Use captions, as videos autoplay without sound on Amazon. Showcase your product in action to give shoppers a clear idea of its benefits and features. End with a clear call-to-action to guide viewers on what to do next. When done well, video ads can significantly boost engagement and conversion rates.

Implement Strategic Targeting

Use a mix of branded and non-branded keywords to capture both brand-loyal customers and new prospects. Consider targeting competitor brand names and products to attract shoppers who might be interested in alternatives. Broad match gives you the widest traffic exposure, while phrase and exact match help you refine traffic to your ads. Add negative keywords or products/brands to help prevent your ads from appearing in shopping results pages that don’t meet your performance goals. Continuously analyse your targeting performance and adjust as needed to improve your conversion rates.

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A/B Test Your Ads

Never assume you've created the perfect ad. Constantly test and refine your ads to improve performance. Test different elements such as headlines, product selection, custom images versus product images, ad copy variations, and landing page options. Run tests for at least two weeks to gather sufficient data, then implement the winning variations and continue testing to achieve ongoing improvements.

Monitor and Optimise Performance

Regularly review your ad performance metrics, paying close attention to CTR, conversion rate, ROAS, and new-to-brand metrics. Use these insights to continually refine your ad strategy, allocate budget to top-performing ads, and identify areas for improvement. Two metrics to watch in particular are:

• Average cost of sales (ACOS): The total cost of advertising divided by the number of sales generated
• Detail page views (DPV): How many shoppers clicked through your custom landing page to your individual product’s detail page

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