Click the Continue button under the Brand Promotion page to enter the ad settings page.
Brand Promotion is divided into three categories, namely product collection, brand flagship store focus and video. This promotion form is only available to brand sellers. Product collection can choose whether the landing page after clicking is the brand flagship store or the product details page, while brand flagship store focus can only lead to the brand flagship store, and video can only lead to the product details page. Product collection and store flagship store focus can promote 3 links at the same time, while video can only promote 1 link. In addition, except for store flagship store focus, which is only displayed on mobile terminals, product collection and video ads can be displayed normally on PC and mobile terminals.
According to the funnel model, the more intermediate links there are in the process from browsing to placing an order, the greater the possibility of customer loss. Brand flagship store focus is equivalent to forcibly inserting a brand flagship store page between the keyword search page and the product details page. If buyers cannot quickly find the products they want, or the brand flagship store page is not interesting enough, they will jump away, so the decoration of the brand flagship store is also essential. Since the brand flagship store focus is only displayed on mobile terminals, when setting the graphics and text of the brand flagship store page, it is necessary to give priority to the display effect on mobile terminals.
When setting the product set and brand flagship store focus, select three products to be exposed and perform creative editing.
On the creative page, you can set the brand name and logo, title, custom pictures, etc., and you can also preview the final page effect of the advertisement in real time. Custom pictures are also only displayed on mobile terminals. By adding usage scenario pictures that match the product, buyers’ desire to buy is enhanced, and the brand is bound to real-life scenarios, thereby enhancing brand awareness. If you are not sure about your promoted products, you can check the “Optimize your ads” checkbox. At this time, Amazon will display products based on the relevance of buyers’ searches. If operators do this, when setting the title, they need to avoid describing specific products to prevent the situation where the text is not the same as the title when it is exposed later.
After setting the display method, you can set the delivery method of the advertisement. Like manual advertising, brand promotion is also divided into two categories: keyword delivery and product delivery. But unlike product promotion, when manually entering keywords under brand promotion, Amazon will actively recommend more search terms that match the keyword and predict the traffic of the keyword. However, Amazon does not give a recommended bid here, but reflects whether the current keyword bidding is appropriate by estimating the winning rate. Therefore, when encountering some high-traffic keywords, if you find that the single-click bid is too high and the winning rate is too low, you can choose the second best option and choose more medium-traffic keywords for exposure. Of course, when setting up manual advertising, you can also use this function of brand promotion to filter keywords.
The product placement under brand promotion is almost exactly the same as manual advertising.