Build your
*ad campaigns* and your *Store page*
Here are some **key considerations** for creating campaigns.
Here are some key considerations for creating campaigns to launch your new product.
Keep in mind that not all ad products may fit the goals of your product launch, so focus on the tactics that will be most meaningful for your brand.
Note: Products and features mentioned in this section may not be available in all countries.
Campaign name:
Include information on your new product and targeting strategy in the campaign name to organize and measure your campaigns after launch.
Campaign duration:
Choose “no end date” to keep your campaign running continuously and to help customers discover your products any time they browse on Amazon.
Daily budget:
Set a daily budget that’s high enough to keep your ads showing throughout the day. Once a campaign is out of budget for the day, your ads won’t be eligible to run until midnight when the daily budget resets.
Bidding:
Your bid is the amount you’re willing to pay when your ad is clicked. We provide suggested bids and bid ranges on the campaign creation page to help you get started. Set the maximum bid you’re willing to pay—ideally at the top of the suggested bid range to remain competitive.
Here are some budget recommendations:
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Marketplace
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Recommended minimum budget
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Australia
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$15
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Canada
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$10
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Brazil
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50 BRL
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France
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10 €
|
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Germany
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10 €
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|
India
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500 INR
|
|
Italy
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10 €
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Japan
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1,000円
|
|
Mexico
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MXN 200
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Netherlands
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10 €
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Saudi Arabia
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40 SAR
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Singapore
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15 SGD
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Spain
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10 €
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United Arab Emirates
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AED40
|
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United Kingdom
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£10
|
|
United States
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$10
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Scroll down the table to see the full list.
Let’s explore more campaign ideas in detail.
Targeting
Use a combination of automatic, keyword, and product targeting to reach the most customers and learn how they’re finding and interacting with your new product.
If you’re new to advertising or want to learn how customers are discovering your new product…
Try this: Use automatic targeting, the easiest and quickest way to get started. Amazon will do the work of matching your ads to customer shopping terms and products, saving you time and providing important insights on which shopping terms customers are using.
Launching your product in multiple marketplaces? Use automatic targeting to create campaigns in minutes with no additional language skills or country insights needed.
If you already have a list of keywords or know which shopping terms customers are likely to use to find your product…
Try this: Use keyword targeting, and we’ll use your keywords to match your ads with customers’ shopping terms. Add at least 30 keywords to your campaign to increase the opportunity for your ads to show.
Think about adding both category-level terms and branded shopping queries (containing your brand name and product name or variations) so you can educate customers on your item as they research on Amazon.
If you would like to reach customers looking for your brand, or for similar products…
Try this: Use product targeting for greater control over when and where your ads appear. Target your ads for specific products, such as items that are sold separately but could be used with your product, or similar products with low ratings or higher prices to drive demand for your ASIN.
Or broaden your reach by targeting entire categories that are similar or complementary to your product. You can also refine your category targets by specific brands, ASINs, price range, and star ratings.
Bidding
In addition to setting strong bids, take advantage of additional campaign bidding settings.
Choose from 3 bidding strategies: dynamic bids – down only, dynamic bids – up and down, and fixed bids. To maximize potential conversions, we recommend using dynamic bids – up and down.
Amazon will automatically raise your bids (by a maximum of 100%) when your ad may be more likely to convert to a sale, and lower your bids when less likely to convert.
Use placement bid adjustments to help influence where your ads appear. You can add bid adjustments up to 900% to stay competitive for Top of Search (first page) or product page placements.
Boosting your opportunity to appear at the top of the first page of shopping results can help drive more visibility for your new product.
When you want to showcase a new product, you put it where consumers can easily see it. Sponsored Products is like being in the front of the store.
William Land, Founder and CEO, Empire Case
Ad formats*
Sponsored Brands offers many ad formats with customizable features. Choose ‘Product collection’ when promoting multiple products together, ‘Stores spotlight (beta)’ if you have a Store that features your new products, and ‘Video’ when you want to appeal to customers with your new product in action with a 6-45 seconds video.
More on each of the ad formats in Your complete guide to Sponsored Brands.
*Products and features may not be available in all marketplaces.
Targeting
Choose keyword or product targeting. We recommend using both in your launch strategy to help maximize reach and coverage.
With Sponsored Brands video, you can only select keyword targeting, so ensure you select keywords that are meaningful to your business.
Products
When choosing the ASINs to appear in your ad creative, try pairing your new product with complementary products from the same category, particularly those with high star reviews and ratings to boost the credibility of your product.
Creative
You have the opportunity to customize your logo and headline. Create a headline that draws attention to your product launch and pair it with a strong call to action like “Learn more.” Avoid using unsupported claims such as “best” or “top-selling,” and don’t compare your brand to another brand.
For Sponsored Brands video ads, ensure that your video is legible, in high resolution, and in the primary language of the Amazon site on which the ad is displayed. More on the video creative guidelines here.
Landing page
You have a choice about where you want customers to connect with your product when they click on your logo or byline: your Store or a new landing page. We recommend linking to your Store, particularly a page dedicated to your new product. Your Sponsored Brands video ads will automatically link to the product page of the promoted product.
On average, we’ve seen that linking your Sponsored Brands campaign to your Store page has 28% better return on your ad spend compared to linking to a product list page.2
2. Amazon internal data, WW, 2019.
I think Sponsored Brands ads are really good for driving awareness about your brand, and Sponsored Products are really good for bottom of funnel, where you have a clear intent to purchase.
Ritu Java, Advertiser, PPC Ninja
Targeting
Sponsored Display offers two different targeting strategies to create display ads on and off Amazon: product targeting and audiences (views remarketing or interests.) Align your campaign targeting to your launch goals.
If you want to help build product awareness, use audiences: interests targeting
Try this: Create a campaign featuring targeted interests that are complementary to your product’s category. For example, if you’re advertising a new TV, you could choose interests such as Video Games, Movies and TV, Team Sports, and Photography. Using audiences: interests, your ads may reach audiences who have browsed or visited the detail page of products in specific interest segment. Eligibility: Vendors
If you want to help increase product consideration and conversion, use product targeting
Try this: Create a campaign with your brand’s other related ASINs as the targeted products in order to cross-sell your new product. Your ads can target specific products or categories on Amazon that are similar or complementary to your promoted product. Eligibility: Vendors, sellers enrolled in Amazon Brand Registry
If you want to help boost product conversion, use audiences: views remarketing
Try this: Create a campaign with your new product to help reengage customers who viewed your product page or a similar page but didn’t make a purchase. This can encourage them to visit your product page—even after they leave Amazon. Reengage audiences who previously viewed your product detail pages or similar pages but didn’t make a purchase with ads on or off Amazon that drive back to your product page. Eligibility: Vendors, sellers enrolled in Amazon Brand Registry*
*Products and features may not be available in all marketplaces.
Creative
With Sponsored Display, your ad creative is automatically generated, customizable, and optimized for performance. When appearing on Amazon, you also have the ability to add custom creative to your ad, including a brand name, logo, and headline. For off Amazon placements, your creative will adjust to the placement, so no additional work is needed. This is another opportunity to create a headline highlighting the unique benefits of your new product.
We love Sponsored Display. It’s working. We know it’s important to reach audiences who have already engaged with our products on Amazon as they browse off Amazon.
Seman Serkan, Ambersonne
Sponsored Display advertisers who promote 10+ ASINs in their Sponsored Display campaigns have 26% higher ROAS and 21% lower CPC than advertisers who promote less than 10 ASINs.3
3. Amazon internal data, US, 09/19/2020 to 10/17/2020
Your Store is your unique destination on Amazon to curate content about your brand and products that can educate and inspire customers. Create a page within your Store dedicated to your product launch featuring key aspects of the product and its unique value propositions.
We created our Store in 2018. As a brand seller, we’ve always been committed to building our brand. In order to let customers get to know us, we need to showcase our brand.
Joe Song (宋华锐), General Manager, AstroAI
For more guidance on creating your first campaign and in-depth tips, read our best practices guides.
