How to Create Sponsored Brand Campaigns: Step-by-Step PPC Guide

In the highly competitive world of Amazon selling, visibility is everything. While Sponsored Product ads are great for highlighting individual listings, what if you want to put your brand in the spotlight? That’s where Amazon Sponsored Brand Campaigns come into play.

If you're an Amazon seller in the USA or India aiming to grow your brand's visibility and drive long-term customer loyalty, learning how to run Sponsored Brand Ads on Amazon should be a key part of your Amazon PPC strategy.

In this detailed step-by-step guide, we’ll show you how to set up Sponsored Brand ads, explain the different ad formats available, and share optimization tips to maximize your brand’s exposure and ROI.

What Are Amazon Sponsored Brand Campaigns?

Amazon Sponsored Brand Campaigns are pay-per-click (PPC) ads that promote your brand rather than a single product. These campaigns typically appear at the top of search results, catching the shopper’s attention with custom headlines, logos, videos, and product selections.

Unlike Sponsored Product ads, which drive sales for specific SKUs, Sponsored Brand campaigns build brand awareness, visibility, and trust.

Key Benefits:

• Drive traffic to a storefront or curated product page

• Increase branded search volume over time

• Boost your share of voice in competitive categories

• Improve brand recall with engaging visuals and messaging

Sponsored Brand vs Sponsored Product Ads: What’s the Difference?

Feature	Sponsored Product Ads	Sponsored Brand Ads
Focus	Individual Products	Brand + Product Collection
Placement	Within search results/product pages	Top of search, banner spots, storefront
Goal	Conversions	Awareness + Conversions
Ad Formats	Static product ads	Banner, Store Spotlight, Video
Cost Model	CPC (Cost-per-click)	CPC & vCPM (Cost per 1,000 impressions)
Creative Customization	Limited	High (logos, headlines, videos)

If you're focused on growing your brand presence, Amazon Brand campaign setup using Sponsored Brand Ads is the ideal choice.

Step-by-Step Guide: How to Run Sponsored Brand Ads on Amazon

Let’s walk through how to set up your first Sponsored Brand campaign using Amazon’s Campaign Manager.

Step 1: Access Campaign Manager

• Go to your Amazon Seller Central account.

• Navigate to Advertising > Campaign Manager.

• Click Create Campaign.

Choose Sponsored Brands as your campaign type.

Step 2: Name Your Campaign & Set Budget

• Create a meaningful campaign name, e.g., “Summer SB Video | Shoes”

• This helps you track purpose, product focus, and targeting later.

• Set a daily or lifetime budget.

Pro Tip: Start with a manageable budget and scale once results start coming in.

Step 3: Select Your Campaign Goal

Amazon lets you choose between two campaign objectives:

Drive Page Visits

Focuses on sending shoppers to a specific product detail page or custom landing page. This is ideal for conversion-driven campaigns.

Grow Brand Impressions (vCPM)

Focuses on increasing brand visibility using the cost per thousand impressions model. Think of this as a digital billboard, it captures broad awareness, not just clicks.

Choose based on your intent:

• New sellers = Grow impressions

• Established sellers = Drive conversions

Step 4: Choose Bidding Strategy

Amazon auto-selects automatic bidding, but you can modify this to better suit your goals. We recommend using:

• Dynamic down-only: Reduces bids when conversions seem less likely

• Custom bid adjustments: Manually increase or decrease bids by percentage

Step 5: Ad Group Setup

• Use the same name as your campaign for clarity.

• Stick to one ad group per campaign for easier performance tracking and budget control.

Step 6: Select the Right Ad Format

Amazon offers three Sponsored Brand ad formats, each with unique advantages.

Product Collection (Banner Ads)

• Displays a custom headline, brand logo, and up to three selected products.

• Directs shoppers to a custom landing page or Amazon Storefront.

Store Spotlight

• Showcases different pages of your Amazon storefront, like categories (e.g., Men’s, Women’s, Best Sellers).

• Ideal for brands with a well-structured Store.

Sponsored Brand Video Ads

• Plays auto-looping video in search results.

• Higher cost, but highly effective in grabbing attention.

• Drives conversions and brand recall.

Among the three, Sponsored Brand Video Ads on Amazon are the most powerful, though more expensive, and they often yield the highest ROI.

Step 7: Define Your Landing Page

Your ad can link to:

• Your Amazon Storefront

• A custom landing page with selected products

If using Product Collection, choose at least three products (only the first three will appear in the ad preview).

Step 8: Set Targeting

Choose between:

• Keyword Targeting: Ideal for reaching shoppers searching for specific terms

• Product Targeting: Places your brand next to similar or competing products

Manual targeting gives you more control and better budget efficiency.

Step 9: Add Negative Targeting (Optional)

While not essential during initial setup, negative targeting helps you refine ad performance later by excluding underperforming keywords or irrelevant products.

Step 10: Create a Compelling Ad Creative

This step makes or breaks your campaign.

Optimize for:

• Catchy Headline: Add benefit-driven language

• High-Resolution Logo & Images: Up to 5 visuals

• AI-Generated Product Imagery (Optional): Use Amazon’s tools to create lifestyle images

• Video Storytelling (if using video format): Make it short, clear, and product-focused

Roughly 70–80% of campaign success comes from compelling creative. Don’t treat this as an afterthought.

Need a visual walkthrough? Here’s our video tutorial on Amazon Brand Campaign Setup with on-screen guidance for each step.

Amazon Advertising Goals: Traffic vs Impressions

Your Amazon PPC Sponsored Brand strategy should align with your broader business objectives:

Goal	Ad Format Recommendation
Brand Awareness	Store Spotlight or vCPM Campaigns
Product Discovery	Product Collection (Banner)
Engagement & Sales	Sponsored Brand Video Ads Amazon

Pro Tips for Success

• Test different creatives: A/B test images, videos, and headlines.

• Use brand analytics: Study metrics like click-through rate (CTR) and Top of Search Impression Share.

• Retarget intelligently: Combine Sponsored Brand and Sponsored Product for full-funnel impact.

• Track ROI by ad format: Some products may perform better in video, while others do well in banners.

Final Thoughts

Whether you're a new seller building recognition or an established brand scaling up, Amazon Sponsored Brand Campaigns are key to growing visibility, engagement, and customer loyalty.

By combining the power of Amazon advertising services, compelling creatives, and smart keyword strategy, you’ll turn shoppers into lifelong customers.

Need Help Managing Your Amazon PPC?

At YourSeller, we offer end-to-end Amazon marketplace management, including:

• Amazon Sponsored Brand Campaign setup

• Creative ad design and optimization

• Advanced keyword and competitor targeting

• Campaign monitoring and performance tuning

• Amazon product listing services

Our expertise spans across the USA and India, helping sellers from both regions scale smarter and faster.

Ready to make your brand shine on Amazon? Contact us at +1 510-648-3933 (USA) and +91 9909513312 (India) or drop us an email at contact@yourseller.in for a free PPC strategy session. Explore how we can help you grow with Sponsored Brand Campaigns.