Amazon sponsored brands management services

How Sponsored Brands management runs

1. 01

   Plan

   Themes, products, purposes.

   Output: Campaign plan

2. 02

   Creative

   Display and video assets.

   Output: Approved creatives

3. 03

   Launch

   Campaigns with landing pages.

   Output: Live campaigns

4. 04

   Review

   Keywords, bids, creative performance.

   Output: Change log

5. 05

   Refresh

   New creatives as needed.

   Output: Updated ads

Who produces the creative

Sponsored Brands need images and often video. Ask whether the manager designs creatives, adapts your existing assets or expects you to supply them. Video production in particular can be a separate cost. Clarity here avoids campaigns waiting for assets.

Who does what

Warning signs

• All clicks to the Store homepage

  Shoppers must search again.

• Brand and generic terms mixed

  Results hard to judge.

• Creatives never refreshed

  Ads show outdated or unavailable products.

• Judged only on ACOS

  Undervalues brand discovery.

Landing page choices

Ask how the manager decides where each campaign lands: a Store category page for a themed range, product pages for a specific set. A good manager will ask for Store pages to be adjusted if none fits an important campaign. Check landing pages after any Store change.

Example: a Sponsored Brands proposal

What you should receive

Measurement by purpose

Brand defence campaigns, category discovery and competitor conquesting should be judged differently. Ask the manager to report each separately and explain what success looks like for each. Agree the measures for each purpose before launch.

Creative refresh

Ask how often creatives are reviewed and refreshed, and how out-of-stock products are handled in active ads. Ask for creative performance to be included in reports.

What to agree

Agree scope, creative responsibility and costs, approval process, reporting, fee model and notice period.

The campaign plan

Ask for a plan listing each Sponsored Brands campaign, its purpose, keywords, products shown, creative and landing page. The plan should separate brand defence, category discovery and any competitor targeting, and explain what success means for each. A plan like this lets you approve the approach before money is spent and makes later reports easier to interpret, because each result can be compared with the purpose it was set.

Products featured

Ask how the manager chooses which products appear in each ad. They should be in stock, well reviewed and relevant to the search, and the manager should swap them when stock or performance changes.

Search term reviews

Sponsored Brands campaigns also trigger on search terms you may not want. Ask whether the manager reviews them and adds negatives on the same schedule as for Sponsored Products.

Briefing the manager

Share your Brand Store, existing creative assets, product priorities, brand guidelines and any planned launches or seasonal campaigns.

Creative approval

Amazon reviews Sponsored Brands creatives. Ask how the manager keeps up with current guidelines and how quickly rejected creatives are fixed. Delays in approval can leave campaigns paused at important times.

Stock and pausing

Ask how the manager handles featured products running low on stock, such as swapping products or pausing campaigns, so ads do not send shoppers to unavailable items.

Store advice

Because Sponsored Brands often land on Store pages, a good manager will point out where your Store lacks a page that matches an important campaign, or where a page shows unavailable products. Ask whether Store recommendations are part of the service, and who makes the changes. Ads and Store work best when planned together.