🚨Note 🚨
Starting August 30th 2024, Amazon will no longer serve Sponsored Brands Product Collection ads without a custom image. You can review all campaigns and edit your custom images within the Amazon Ad Console.
Please find out more here.
Quick Links
Introduction
Sponsored Brands Product Collection is another advertising format on Amazon that allows brands to promote multiple products together in a visually appealing way. With Product Collection ads, brands can feature a curated selection of products in a single ad, enhancing visibility and increasing the chances of attracting potential customers. These ads can be customized to highlight various product categories or themes, providing a comprehensive overview of the brand's offerings.
Overall, Sponsored Brands Product Collection ads offer a powerful tool for brands to showcase their product range and drive engagement on Amazon's platform.
Benefits
Enhanced Visibility
Positioned at the top of search results, these ads significantly elevate brand visibility and awareness among shoppers.
Multiple Product Promotion
Brands can efficiently highlight a diverse range of related products within a single ad, increasing the chances of capturing consumer interest and driving sales across various offerings.
Customization
Sponsored Brands ads provide brands with the flexibility to craft tailored messages and creative elements, enabling them to resonate with their target audience more effectively.
Direct Traffic to Your Store:
By directing customers to their Amazon Store, brands can enhance engagement, cultivate brand loyalty, and ultimately drive conversions by providing shoppers with a curated browsing experience.
Supported vs. Not Supported
📗 Supported
Select the match type of manually added keywords.
Take control of Keyword Harvesting.
Create new ads.
Manage the Ad Destination of your ad.
Upload your custom images.
📕 Not Supported
PAT Targets will not be automated by the Perpetua engine.
Theme Targeting (learn more here).
Editing the creatives of existing ads (this can be done through the Ad console on Amazon).
Editing your Goal on Amazon
It's best to manage any necessary modifications or adjustments to Perpetua campaigns directly through the Perpetua dashboard to void our engine overriding the edits you made. Please review the full list here.
However, for SBV4 goals Perpetua will respect the following:
Editing Campaigns.
Editing Ad groups.
Editing Ads.
Editing Keywords.
The only exception is the goal name: if you change the campaign name from Amazon, the goal name on Perpetua will remain the same.
🚨 Note 🚨
We advise against directly making changes on the Amazon ad console because Perpetua may take up to 24 hours to synchronize with any modifications made there. However, adjustments made within Perpetua should be reflected immediately or within a few minutes. Thus, making changes on the ad console alongside using Perpetua could potentially lead to confusion.
Product Collection vs Store Spotlight Ad Type
Feature | Product Collection Ad | Store Spotlight Ad |
Purpose | Promote a selection of individual products | Highlight specific subpages of your Amazon Store. |
Ad Components | Individual product images, titles, and prices. | Brand logo, custom headline, and links to Store subpages. |
Destination | Product detail pages. | Subpages within your Amazon Store. |
Target Audience | Shoppers interested in specific products. | Shoppers exploring a brand’s broader product offerings. |
Use Case | Ideal for showcasing and driving sales of specific products. | Ideal for increasing visibility and traffic to your Store subpages. |
Visibility | Focuses on individual products. | Focuses on brand and Store navigation. |
Customization | Select specific products to feature. | Customize headlines and select subpages to feature. |
| Promoting a new product line. | Directing traffic to seasonal collections or product categories within your Store. |
💡 Learn more about the Sponsored Brands Store Spotlight Goals in Perpetua here
Step-by-Step Guide
🚨 Note 🚨
To activate Sponsored Brands in your Perpetua account, it's essential to have a brand registry and fulfil all the eligibility requirements associated with it.
For further details on Amazon Brand Registry, we suggest visiting their official website for comprehensive information.
1️⃣ Access the "Sponsored Brands" tab from the left side panel of your Perpetua account and click on the "New Goal" purple button.
2️⃣ A pre-filled goal's name will be generated. Edit it according to your needs.
3️⃣ Select the "Product Collection" ad format from the goal launch workflow.
🚨 Note🚨
If you decide to switch the ad format of your SB Product Collection after entering the details, please note that all entered details will be cancelled.
4️⃣ Enter Target ACOS, Daily Budget and Brand in the "Goal Optimization" section. Click on the "Submit Setup Details" purple button next.
🚨 Note 🚨
Please note that once campaign setup details are submitted to Amazon, your brand selection cannot be modified.
5️⃣ Specify your ad creatives and other settings in the following steps.
Ad Name:
Enter the title of your ad by referring to Amazon Guidelines here. You can also leave this as the default value that is pre-filled.
Ad Destination:
Select either "Store Page" to direct shoppers to your store page or subpage on Amazon, or "Custom Landing Page" to direct shoppers to a custom landing page showcasing products chosen by you.
🚨 Note 🚨
Including a "Landing Page" without the advertised ASINs may result in the following error. Please ensure that your selected page contains the ASINs being advertised.
Logo Image & Ad Headline:
Enter the Logo and the Ad headline by referring to Amazon Guidelines here.
Advertised Products:
Enter at least 1 product.
Custom Images:
Ad 1-5 images to showcase your brand. Multiple images will create a looping slideshow.
Note that 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. Please find out more here.
6️⃣ Select the Match Types and enter at least 1 Keyword you wish to start bidding on at the time of launching your goal. Click "Add Targets" to confirm.
🚨 Note 🚨
Keyword Harvesting and Negative Match are not required to be enabled or entered at the time of launching a new Goal.
7️⃣ To launch your Sponsored Brands Product Collection Goal, return to the title section at the top and click the purple "Launch Goal" button. Once launched, you can find your newly launched goal in the "Goals" tab within the Sponsored Brands dashboard. 🎉
Article last updated June 2024. If you find this information to be out of date, please contact hello@perpetua.io.