Sponsored Brand Ads Take a Step Up!
Before we dive into this new addition to Sponsored Brand Ads (SBAs) let’s cover the basics.
SBAs (formerly known as Headline Search Ads) are ads that are able to display up to three products with a custom marketing message, and image. Like other ads running on Amazon the targeting is keyword or product based.
Sponsored Brand Ads are only available to Brand Registered sellers and include the strong metric New-to-Brand (NTB). The NTB metric essentially tells a seller if a customer is purchasing for them for the first time in the last 12 months or if they are an existing customer.
Now let’s talk about the new addition!
Store Spotlight is being added to the Sponsored Brand arsenal. This mobile-only ad type is set up identical to a Product Collection. The only difference is you pick which pages from your Amazon store you’d like to highlight instead of picking which products to show in the ad.
You can use up to 50 character for your headline, as well as up to 40 character display names for each page. You are also able to pick out one product image per page that will show above the display name.
The benefit of this program is it has the possibility of driving traffic to your Amazon store and increasing the brand awareness of your various products. This also allows you to put together a stronger ad with increased customization that will be sure to draw more attention to your products.
Store Spotlight is currently in beta testing, so if you are seeing this option our team highly recommends you test it out now since not everyone has access to the opportunity.