Sponsored Brands in practice.
The format requires a brand registration and works above all on brand awareness and displacement: it takes the most prominent spot on the results page and can link to your ownBrand Store – to where no competitor is advertising.
We'll explain it to you over the phone – no jargon and no sales pressure.
Variants and use cases.
Sponsored Brands come in several forms: as the classic product collection with logo, headline and three products, as a Store Spotlight that leads directly to subpages of your Brand Store, and as a video ad that plays automatically in the search results.
The video variant is currently the most eye-catching format of all – in many categories with a significantly better click rate than static ads, because movement stands out in the search results.
Strategically, Sponsored Brands work differently from Sponsored Products: they aim less at the individual sale than at brand perception and displacement. That's why you shouldn't measure them solely by ACoS.
How to use the format.
Take the most prominent spot on broad search terms.
Instead of a product page – there are no competitors there.
Competitors bid on your brand name – hold the spot yourself.
Currently the format with the highest attention.
It's the only freely worded text – benefit rather than slogan.
Three products at once increase the chance of a hit.
Common mistakes.
Measuring by ACoS only. Sponsored Brands also affect brand awareness and organic search – that doesn't show up in the ACoS.
A meaningless headline. "Quality since 1995" doesn't sell – a concrete benefit does.
Directing to a product page instead of the Store. There you lose the customer to competitor ads.
Frequently asked questions about Sponsored Brands.
What does Sponsored Brands cost?
Do I need a brand?
Is the video format worth it?
Let's talk about your project.
Request your no-obligation callback – we'll discuss your goals and tell you honestly whether and how we can help.
We will get back to you as soon as possible – usually the same working day.