Amazon brand advertising is also called brand promotion. It is a CPC advertising that charges a fee per click. This ad is displayed in the shopping search results related to the seller. Only stores that have registered brands or authorized brands can use brand advertising. Sellers can directly use pictures and texts to promote the 3 ASINs of the store through brand advertising, or use the newly launched brand promotion video function to drive traffic to links and brand flagship stores.
Brand advertising is displayed at the top and bottom of the keyword search page. The brand logo and 1 to 3 products of a store are displayed at the top of the page, and the brand logos and 1 product of each of the 3 stores are displayed at the bottom of the page. Clicking different positions will jump to different landing pages. Clicking the brand logo at the top of the page will jump to the store homepage, and clicking the product will jump to the product details page; clicking at the bottom of the page will only jump to the store homepage.
Amazon buyers like to try new brands. Generally speaking, the purchase volume of new buyers accounts for more than 60% of the overall sales of advertising. Sellers can measure the number of new buyers who bought the brand for the first time on Amazon or the total sales contributed by new buyers through brand promotion through the brand new buyer report.
For the clothing category, the purpose of building a brand is to “catch up with follow-up sales” and create, improve product image and recognition. The goals of brand advertising are also divided into two points, one is to increase the flow and conversion of goods, and the other is to increase the attractiveness of the brand.
If the former is the main goal, sellers should use the sales and advertising sales cost ratio as the judging criteria, and improve the conversion rate by placing precise keywords. The method is similar to the product placement optimization process. If the latter is the main goal, sellers should use the exposure click rate as the judging criteria and optimize the display for core keywords. If the placement is relatively forward, the increase in traffic is very obvious.
However, many sellers lack awareness of the brand itself, and advertising does not increase brand awareness. The judging criteria can be determined by Amazon keywords. In the keyword search bar, Amazon will recommend 10 related search terms for ordinary keywords; sellers can fill in brand words in the search bar. If Amazon pops up less than 5 related search terms, it means that the brand still has room for growth.