Glossary
Sponsored Brands
Brand-level ads with logo, headline and several products, or auto-playing video, shown at the top of search results.
Definition
Sponsored Brands require Brand Registry. Formats: product collection (logo, headline, three products), store spotlight (sub-pages of your Brand Store) and video, which auto-plays in search results and on Fire TV. They can link to a product page, a Brand Store page or a custom landing page.
They are most effective for defending brand searches, introducing a range rather than a single product, and in categories where video shows a benefit that images cannot. CPCs are usually higher than Sponsored Products; new-to-brand metrics show whether they bring new customers.
How we use it
We use Sponsored Brands to own the top of search on brand terms cheaply and Brands Video on the five to ten generic keywords where a demonstration beats a photo.
Get my free auditDo Sponsored Brands have a higher ACoS?
Often yes on generic terms, because the click is higher up the funnel. Judge them by new-to-brand orders and by the halo on your other products, not ACoS alone.
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