Sponsored Brand campaign VS. Sponsored Products campaign
I've been a FBM seller for 10+ years now and we advertise a little to help with sales. For our sponsored products campaign we seem to do ok. ACOS is around 10-15% and ROAS is between $7-10.
A few weeks ago we were given some promotional credits to reactivate a Sponsored Brand campaign or start a new on, so we reactivated an old one that we we tried years ago. We get a ton of clicks and impressions, but virtually no sales. ACOS was like 50%+ and ROAS was like $2 or less...... This was the reason why we stopped using the sponsored brands campaign years ago.
Why is the sponsored brand campaign so poor compared to the sponsored products campaign? What am I missing, what is the difference between the two bc i can't find a good answer searching online.
Sponsored Brand campaign VS. Sponsored Products campaign
I've been a FBM seller for 10+ years now and we advertise a little to help with sales. For our sponsored products campaign we seem to do ok. ACOS is around 10-15% and ROAS is between $7-10.
A few weeks ago we were given some promotional credits to reactivate a Sponsored Brand campaign or start a new on, so we reactivated an old one that we we tried years ago. We get a ton of clicks and impressions, but virtually no sales. ACOS was like 50%+ and ROAS was like $2 or less...... This was the reason why we stopped using the sponsored brands campaign years ago.
Why is the sponsored brand campaign so poor compared to the sponsored products campaign? What am I missing, what is the difference between the two bc i can't find a good answer searching online.
6 replies
Seller_jYta5EHVIEk3q
same here, not sure what's not done right on my end.
Maybe anyone that has a success story could share!?
Seller_aNryBfYO3DTmL
What kind of targeting are you using. In the last 6 months, Sponsored Brands has changed the definition of Broad, Phrase & Exact match. Broad is so Broad they will show give impression even when there is zero keyword match. I only use Phrase & Exact match in Sponsored Brands. Even Exact is no longer Exact. Sponsored Brands used to be my best performing ad type. Sad what Amazon did to it.
Seller_DPetgMN6a9UZU
I have mixed results for brand vs product campaigns, depending on my product. I would say that sometimes I actually have a better ACOS on brand campaigns versus product campaigns, but only when I'm targeting exact keywords or specific ASINs. My bid is like 1/4 of the suggested though.
Even if your ACOS on brand campaigns is higher than product campaigns, I think having the extra real-estate, especially as a video, engrains your product into the customers' mind. So I'm fine paying a slightly higher ACOS for this.
Seller_ginprHDNLtB4y
I tried it like others, but saw it was ineffective with sponsored brands. I think in general, people go to Amazon to find a specific item for a specific need. Sure maybe it is good to plant the seed for down the road what other items a brand makes. But Amazon is a quick fix purchase and people want to see specific items for immediate delivery. There is a reason why Amazon is giving out $1000 sponsored brand credits, because they want the free month back and many sellers have jumped off that wagon.
