What’s Changing and Why?
Amazon introduced product collection ads allowing users to create ads with custom images. These custom images play a crucial role in capturing readers' attention, promoting author brands and books, and enhancing overall campaign performance. Historical data indicates that ads with custom images in Sponsored Brands witnessed a 48% higher click-through rate on mobile compared to those with only product images.
🚨 Starting January 31, 2024, any new campaigns using the Sponsored Brands product collection ad format must include a custom image that complies with policies. Existing non-video campaigns without a custom image will no longer serve after May 31, 2024. 🚨
How Does This Affect You?
To ensure your campaigns remain eligible, you are required to make the following changes by May 31, 2024:
1️⃣ Product Collection Ads
Review existing ads without custom images and add one.
🚨 Note: New product collection campaigns created after January 31, 2024, must include a custom image. Learn how to add a custom image below.🚨
How Do I Add a Suitable Custom Image?
Amazon Ads has partnered with Shutterstock, a global creative platform, to provide access to over 390 million high-quality licensed assets. This collaboration allows advertisers to enhance their ads with stylish and impactful custom images.
Follow these steps:
Visit Sponsored Brands in the Amazon Ads console.
In the "Creative" section, go to "Custom images."
Under "Add image," select "Go to creative assets."
Choose "Stock assets" and enter a keyword related to your theme.
Alternatively, you can upload your policy-compliant custom image from your computer or asset library. Advertisers can also create Sponsored Brands video ads if they have video assets.
Let's not forget that Amazon launched AI-powered image generation to simplify the creation of engaging product listings. Find out more here.
Launching/Editing a Goal With Custom Images in Perpetua
1️⃣ Launching Creatives
Currently, Perpetua does not have the custom image functionality. The team has been diligently working on this update, and the timeline to have custom images built into Perpetua's SB goal launch is by late February or early March 2024.
During this transitional period, please launch your SB Product Collection campaign directly on the ad console and subsequently manage it on Perpetua by utilizing the campaign takeover feature for SB.
2️⃣ Editing Creatives
We are currently exploring the possibility of introducing goal editing features in Perpetua. Updates on this development will be shared as the roadmap progresses.
Article last updated January 2024. If you find this information to be out of date, please contact email@example.com.