For any brand, the Ad campaign goal is the most important role played. Previously Facebook, Google, and other platforms had goal-based campaigns. For the Amazon seller, exciting news is that Amazon also launched its goal-based brand campaign feature. Now Amazon sellers also can create goal-based campaigns for their brands. Goal-based brand campaigns will help you enrich your brand awareness and visibility.
In this blog, we’ll dig into the strategies and benefits of dragging the new Amazon goal-based brand campaign and driving success for your brand’s establishments and new products.
Amazon’s Goal-Based Brand Campaign
Amazon’s goal-based feature provides advertisers with a new way to express a desired campaign goal for their brand aligned with advertising objectives and further optimize against key success metrics such as clicks or Top-of-search impression share. It’s difficult and time-consuming for any sellers to decide which metrics will help them achieve their desired goal. To make this path easier and help advertisers achieve better results and easily set up campaigns effectively, Amazon released two new goal-based controls: Drive page visits (DPV) and Grow brand impression share (BIS).
If you look into the Amazon advertising funnel you will see brand campaigns mainly help to increase awareness, consideration, and purchase intent.
Awareness
This is the first phase of a consumer journey. Brand awareness refers to the level of familiarity and visibility consumers have with a particular brand. It is measured by how well consumers can recognize your brand’s logo, name, products, and other assets that are related to your brand.
Consideration
The second phase is the consumer journey. Brand consideration is the extent to which consumers are willing to consider a brand when making a purchase decision. It is measured by how many people would consider buying a product from a particular brand over other brands.
Purchase intent
Purchase intention, also called customer or buyer’ intent, is a measure of each shopper’s probability of buying a product or service. It is: “The total of cognitive, affective and behavioral towards adoption, purchase, and use of the product, services, ideas or certain behaviors.
That’s why you need to get a proper goal for your brand campaign. Amazon has 2 goals for this brand campaign.
i) Drive Page Visits (DPV)
Drive Page Visits are a cool feature Amazon added to its Amazon’s goal-based brand campaign control. Drive page visits will help you to increase your brand visibility to make your brand more popular among shoppers. It serves ads across search pages, detail pages, and the home page. The success metric for this goal is “clicks.” All previously created Amazon-sponsored brand campaigns will be tagged as “Drive page visits.” You will pay by cost-per-click (CPC).
ii) Grow brand impression share (BIS)
It showcases the top-of-search impression share for your brand terms over a while. This metric measures the percentage of top-of-search impressions your campaigns receive, compared to the total impressions they could receive. This metric is calculated by taking the number of impressions your ad received divided by the total number of impressions your ad was eligible to receive. This goal will help you to improve your brand impression and share it with other brands. Amazon-sponsored brand campaigns will be tagged as “Grow brand impression share.” You will pay by Cost per thousand viewable impressions (vCPM).
By offering these controls, Amazon advertisers will be able to express their campaign needs effectively, easily campaign setup, and optimize campaigns for key success metrics.
Navigate Goal-Based Campaign Features
It is the same process as for other sponsored brand ads. You have to go to create campaigns from the campaigns’ manager, then you have to select an Amazon-sponsored brand.
Then the Amazon brand campaign ads page will open and below the campaigns setting you will find the Amazon new goal-based brand ads option.
Based on your campaign goal, you can select one from the 2 goal options. Then, like other brand ads, you can fill up the other information and then go for the campaign creation.
Where are Goal-based Features Available?
As it is Amazon’s new feature, it will not be available for all marketplaces. Currently, Amazon’s Goal-based brand campaign feature is available for some marketplaces.
- North America: United States, Canada
- Europe: Germany, Spain, France, Italy, United Kingdom
- Asia Pacific: Japan, India
Importance of Goal-Based Feature
Brand strategies aim for sustainable growth by telling stories and guiding shoppers through the marketing journey, from first hearing about a brand to becoming loyal customers. Amazon’s Goal-based brand campaign makes this process easier.
They let Amazon-sponsored brands say what they need from their campaigns and then deliver on those needs using easy-to-understand controls. Plus, they help optimize campaigns to get more clicks and show up more in top searches. So basically, these campaigns help Amazon-sponsored brands grow by making it simple to tell their story and attract more customers along the way.
Amazon’s goal-based brand campaigns are super important for a few key reasons:
- Focused Strategy: They help advertisers concentrate on specific goals, like boosting brand awareness or driving sales. This means your efforts are targeted and more likely to succeed.
- Optimized Performance: By setting clear goals and performance targets, advertisers can fine-tune their campaigns to get the best results. This includes targeting the right audiences, adjusting bids, and refining ad content for maximum impact.
- Streamlined Setup: These campaigns make it easy to get started by providing pre-set options and controls. This saves time and resources, letting advertisers focus on making smart decisions.
- Enhanced product visibility on Amazon: Amazon’s Goal-based brand campaign helps sponsored brands stand out in the crowded Amazon Marketplace. This is crucial for driving traffic to your brand’s page, getting noticed by shoppers, and ultimately making more sales.
- Data-Driven Insights: With Amazon’s data and insights, advertisers can make informed decisions to improve their campaigns over time. By analyzing metrics like clicks and conversions, they can tweak their strategies for even better results.
- Increased ROI: Ultimately, these campaigns are all about getting the best bang for your buck. By focusing on specific Amazon campaign goals and optimizing performance, advertisers can maximize their return on investment and drive sustainable growth for their Amazon-sponsored brands.
In short, Amazon’s goal-based brand campaigns offer advertisers a smart and efficient way to advertise on the platform, leading to better visibility, improved performance, and higher returns.
Limitations of Goal-based Feature
This goal is fully different from the Drive page visits goals. As it’s Amazon’s new feature it has some limitations too.
On the Ad format option, you can only select your brand store or store pages. You can’t select the product details page. Because it is not available for the Grow brand impression share goal.
Important of Increase Impression Share
Growing brand impression share is important for several reasons:
- Increased Brand Visibility: By capturing a larger share of impressions in search results, your brand becomes more visible to potential customers. This heightened visibility can lead to greater brand awareness and recognition among shoppers.
- Amazon Competitive Advantage: A higher impression share means that your brand is appearing more frequently in relevant search results compared to competitors. This can help you outshine competitors and attract more clicks and visits to your products.
- Enhanced Brand Authority: A strong presence in search results signals authority and credibility to shoppers. When your brand consistently appears in top positions, it builds trust and confidence among customers, making them more likely to choose your products over others.
- Drive Traffic and Conversions: With a larger impression share, you have the opportunity to drive more traffic to your product listings. This increased traffic can translate into higher conversion rates and ultimately boost sales for your brand.
Goal-Based Ads Theme Targeting Feature
In this latest update, Amazon-sponsored brands roll out theme targeting, a new feature aimed at helping advertisers reach their Amazon campaign goals more effectively. Theme targeting uses dynamic and model-based methods to simplify campaign creation and enhance campaign performance.
This feature bundles and continuously optimizes keywords based on Amazon’s latest insights derived from shopping trends and machine-learning algorithms. By leveraging these insights, advertisers can display ads to relevant audiences and drive success metrics more efficiently.
There are two theme-targeting groups available:
- Keywords Related to your Amazon Brand: This group consists of keywords commonly used to search for sponsored brands, increasing brand impressions.
- Keywords Related to your Landing Page: This group includes relevant keywords that direct traffic to the brand store page or product detail pages, driving engagement with your brand’s offerings.
Overall, theme targeting in Amazon-sponsored brands offers advertisers a user-friendly way to reach their target audience and drive campaign success on Amazon’s platform.
Insights!
Amazon’s goal-based brand campaigns are a smart and effective way for advertisers to reach their goals on the platform. They help advertisers tailor their campaigns to specific objectives, making setup easier and maximizing visibility. By using data-driven insights to optimize performance and get the best return on investment (ROI), these campaigns help Amazon-sponsored brands succeed in the competitive Amazon Marketplace.
We hope this blog will help you understand how Amazon’s goal-based brand campaigns will help you boost your brand visibility among numerous brands.
For any inquiries or assistance regarding your advertising account, please feel free to reach out to us via email at info@ecomclips.com, referencing this blog. Additionally, you can visit our website, www.ecomclips.com, to access informative blogs that can significantly benefit your business. Our dedicated team is committed to providing you with the best solutions tailored to your needs.
