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Seller_GDEz1E7peMxYe

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.

372 views
6 replies
Tags:Advertising, Pay per click, Promotions, Sponsored Brands, Sponsored Products
30
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user profile
Seller_GDEz1E7peMxYe

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.

Tags:Advertising, Pay per click, Promotions, Sponsored Brands, Sponsored Products
30
372 views
6 replies
Reply
6 replies
user profile
Seller_jYta5EHVIEk3q

same here, not sure what's not done right on my end.

Maybe anyone that has a success story could share!?

00
user profile
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.

00
user profile
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.

00
user profile
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.

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Seller_GDEz1E7peMxYe

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.

372 views
6 replies
Tags:Advertising, Pay per click, Promotions, Sponsored Brands, Sponsored Products
30
Reply
user profile
Seller_GDEz1E7peMxYe

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.

Tags:Advertising, Pay per click, Promotions, Sponsored Brands, Sponsored Products
30
372 views
6 replies
Reply
user profile

Sponsored Brand campaign VS. Sponsored Products campaign

by Seller_GDEz1E7peMxYe

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.

Tags:Advertising, Pay per click, Promotions, Sponsored Brands, Sponsored Products
30
372 views
6 replies
Reply
6 replies
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Seller_jYta5EHVIEk3q

same here, not sure what's not done right on my end.

Maybe anyone that has a success story could share!?

00
user profile
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.

00
user profile
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.

00
user profile
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.

00
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user profile
Seller_jYta5EHVIEk3q

same here, not sure what's not done right on my end.

Maybe anyone that has a success story could share!?

00
user profile
Seller_jYta5EHVIEk3q

same here, not sure what's not done right on my end.

Maybe anyone that has a success story could share!?

00
Reply
user profile
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.

00
user profile
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.

00
Reply
user profile
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.

00
user profile
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.

00
Reply
user profile
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.

00
user profile
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.

00
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