Many sellers will encounter high exposure but unsatisfactory click-through rate in the process of advertising. Generally, the main factors that affect ad clicks are: the attractiveness and relevance of the ad creative. How to improve the attractiveness of advertising creative? Amazon Advertising has recently upgraded the creative function of brand promotion, helping sellers to capture the attention of consumers and seize the traffic opportunities brought by the golden advertising space!
1. Brand promotion PC-side custom picture function
Why use a custom image?
Research has shown that on mobile, Sponsored Brands campaigns with custom images have a 40% higher CTR than product display-only campaigns[1]! But not all pictures are "good pictures" that can increase the click-through rate. Compared with ordinary product pictures, trademark pictures or title pictures, we recommend that you use rich backgrounds, stronger stories, and presentable pictures. The product image of the product usage scenario, at the same time, your custom image must also meet the following conditions:
Example: A yoga supplies brand uses custom images to show how its accessories are used to resonate with consumers
(Example of custom image on PC for brand promotion)
Applicable sites for PC-side custom images include: United States, Canada, United Kingdom, Germany, France, Italy, Spain, India, Japan, Australia, United Arab Emirates, Mexico
How to set custom picture?
Advertisers can create branded campaigns in the campaign manager and edit custom images through the creative section of the collection format.
Custom images in Sponsored Brands should highlight how the brand and its products in relevant contexts or life scenarios bring value to customers. Images must not contradict the landing page and must be high resolution, high quality, and aesthetically pleasing.
2. Brand promotion mobile terminal custom image promotion label
Consumers who are attracted by the title and pictures will move their attention to the 3 ASINs displayed by you in the next second. Therefore, can these 3 ASINs have the effect of "attracting customers and getting started"? In brand promotion, if the product has promotional information, the system will automatically capture and display the promotional information without the need for additional operations by the advertiser, which will greatly enhance user interaction. Previously, this information could only be displayed on the computer side, but now, the mobile terminal also supports the display of this information.
Currently, the types of promotional information that can be displayed include: DOTD (Deal of the Day), Lightning Deal (Lightning Deal), and BD (ASIN Best Deal). This message cannot be customized. When the promotion is no longer available, the message will revert to a standard message.
Applicable sites for mobile custom image promotion labels include : United States, Canada, United Kingdom, Germany, France, Italy, Spain, India, Japan, Australia, United Arab Emirates, Mexico.
In addition, you can complete the selection of 3 ASINs through the following "2 with 1" selection ideas, and combine them with promotions appropriately:
What should I do if I find that there are multiple options after combining my products in the above form? You can test the advertising effectiveness of different product selection schemes through A/B testing:
Data Sources:
[1] Amazon Research
