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Ecommerce

Home > English > Ecommerce > Amazon > Amazon Sponsored Brands

Amazon Sponsored Brands

Introduction

Sponsored Brands is a campaign type for Amazon Advertising.

Sponsored Brands campaigns deliver ads which feature your brand logo, a custom headline, and up to three of your products. These ads appear on search results and help generate recognition for your brand and product portfolio.

If you're new to using Amazon with MarinOne, please check out our dedicated article before reading more about our Sponsored Brands support.  

Other Amazon campaign types

This article outlines our support for Amazon's Sponsored Brands campaigns, but we also offer support for Sponsored Products and Sponsored Display, too.

If you're looking to link either of these campaign types to the platform, please follow the links below:
 

Sponsored Brands structure

Every Sponsored Brands campaign you sync or create in the platform will be accompanied by the following objects:
 

  • A single group with the same name as the campaign.
  • A single creative / ad (i.e. the ad which appears at the top of the Amazon search results)
  • Multiple keywords

 

Because of this unique single-group and single-creative/ad structure, there are no bulk options for either groups and creatives when working with Sponsored Brands. 

 

If a new Sponsored Brands campaign is created in the Marin platform and pushed to Amazon without creating keywords for it, a default keyword -- with same name as the account -- will be generated.

 

Grid and bulk fields

Once you've added your Amazon account to the Marin platform, you'll find some new fields in the platform's Column Selector. You can add any of these fields to the grid for enhanced reporting and analysis. 

You'll also be able to use these fields as bulk headers using the platform's bulk upload feature to manage the creation and editing of Amazon objects at scale. They can be used in combination with standard bulk headers such as Account, Status, Daily Budget, etc. To learn more about bulk uploads, check out our dedicated Support Center article. 

The table below outlines some of the most important Amazon-specific column headers / grid fields for Amazon Sponsored Brands.

Note:

  • The Level column refers to the main grid or object types where the fields can be viewed at on the app.
  • All the fields mentioned here with 'Yes' in 4th column to be used in Campaigns Bulk file only
     
Field name Level Can be viewed in the grid? Can be used in a bulk upload? Notes
Campaign Type Campaigns, Groups, Keywords, Ads, Product Targets Yes Yes

Value to be populated: "Sponsored Brands"

Note: Mandatory field, defaults to "Sponsored Products" if left blank

Amazon Subtype

 Campaigns, Groups, Keywords, Ads, Product Targets

Yes

Yes

Value to be populated: "Product Collection"

Note: Optional field, defaults to "Product Collection" if left blank
- Support for "Video" coming soon
Serving Status

Campaigns

 Yes No

Displays an enhanced description of your Amazon object's status. 

Possible values include:

  • Archived
  • Paused
  • Active
  • Suspended
  • Ended
  • Ad Group Paused
  • Ad Group Archived
  • Campaign Paused
  • Campaign Deleted
  • Campaign Out of Budget
  • Account Out of Budget
Budget Type

Campaigns

 Yes Yes

Possible values include:

  • Daily
  • Lifetime

Note: Optional field, defaults to "Daily" if left blank
Bid Optimization

Campaigns

 Yes Yes If enabled or disabled with "True" or "False" values, this setting allows you to use Amazon's dynamic bidding.

Note: Optional field, defaults to "True" if left blank. 
Amazon Bid Adjustment

Campaigns

 Yes Yes

This setting allows you to adjust your bids manually for your Sponsored Brands campaigns.

Possible values range from "-99.00" to "99.00".

Note: Optional field, will only be used if 'Bid Optimization' is set to "False"
Modified Search Bid Keywords Yes No Displays a temporarily increased or decreased bid for the keyword while the parent campaign's Ad Schedule is currently active.

Note: This field will only appear if you have the Ad Scheduling beta enabled.
Brand Name Creatives / Ads Yes Yes If this field is left blank, one of the brand names for the account will used as default.

Note: Optional field, but highly recommended to be populated. List of Brand Names can be found in 'Brands & Logos’ sub-tab on Linking Wizard for the respective account.
Brand Logo Creatives / Ads Yes No

This is the URL of the brand logo from the store asset library. 
Brand Logo Asset ID Creatives / Ads Yes Yes

If this field is left blank, one of the Brand Logo Asset IDs for the account will used as default.

Note: Optional field, but highly recommended to be populated. List of Brand Logo Asset IDs can be found in 'Brands & Logos’ sub-tab on Linking Wizard for the respective account.
Brand Entity ID Creatives / Ads No Yes The publisher ID of the brand to be associated with the Sponsored Brands ad. If this field is left blank, one of the brand IDs for the account will used as default.

Note: Optional field, but highly recommended to be populated. List of Brand Entity IDs can be found in 'Brands & Logos’ sub-tab on Linking Wizard for the respective account.
Landing Page URL

Campaigns

 Yes Yes

This is the destination URL where the user will be taken upon clicking a Sponsored Brands ad.

This can be Amazon Stores URL or any custom URL.

Note: Mandatory field, unless 'Landing Page ASINs' is populated. List of Store Page URLs can be found in 'Store Pages’ sub-tab on Linking Wizard for the respective account.
Landing Page ASINs Creatives / Ads No Yes

This is a comma-separated list of ASINs (min 3, max 100) which Amazon will use to create a landing page URL if Landing Page URL is not populated. 

Note: Optional field, will only  be used if 'Landing Page URL' is not populated. 
ASIN Creatives / Ads Yes Yes

This is a comma-separated list of ASINs (min 0, max 3) for vendors. Cannot be used in the same bulk row as SKU. 

Note: Optional if no ASIN needs to be highlighted on the ad

Sample bulk file

To get a first-hand look at how to manage Amazon Sponsored Brands in bulk, click the link below to download a sample bulksheets at two different levels (one per sheet tab): Campaigns and Keywords. 
 

 

Considerations when working with Sponsored Brands in bulk

Below are a few points to bear in mind when using Sponsored Brands via the platform's bulk upload tool:
 

  • When you create a new Sponsored Brands campaign in the Marin platform, its Serving Status value will appear as "pendingReview" until the campaign is approved by Amazon.
     
  • Sponsored Brands creatives / ads cannot be modified once they've been created. This will change in future to allow edits.
     
  • When you upload a Sponsored Brands bulk file via the Campaigns grid, you will also need to include the required creative / ad fields in the file.

 

 

 

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