Change seems to be the theme of 2020, and the new feature allowing sellers to edit the creative for Sponsored Brand ads is a game changer.
Gone are the days when adding a new product or changing logos and branding were a nightmare for Amazon advertisers. Now, with a few simple steps a Sponsored Brand ad can be edited and submitted for approval.
The Latest Update to Sponsored Brands
It’s been a long time coming. Ever since Sponsored Brand ads became a thing, we quickly realized that the inability to edit ads was a problem.
The week of April 20th, Amazon sent an email announcing a new feature that allows sellers to edit the creative of Sponsored Brand ads.
With this new feature, the following areas can be edited.
Sellers will be able to deliver the existing campaign until the edited version is approved.
Amazon has to be very meticulous about rolling out new features, so while we have been asking for this for over a year hopefully this update will rectify every problem with Sponsored Brand ads.
Editing Sponsored Brand Ads
We know what we can change, so let’s look at how to edit Sponsored Brand ads with this new feature.
Steps to make creative edits to your Sponsored Brands ads:
- Click on the campaign you want to update in the campaign manager.
- Click on the “Creative” tab. The “Creative” tab will display a history of creative versions for the campaign, with a preview of the latest creative.
- Click on the “Edit creative” button on the preview toolbar.
- Make your edits to the products, headline, or logo.
- Submit campaign for review.
The ability to edit an existing Sponsored Brand ad means that sellers will no longer be left with high-performing outdated ads.
For example, we work with a seller who sells a product with two color variations. Their Sponsored Brand ad was performing very well (low CPC and ACOS). We’ve discussed how Amazon ranks ads in a previous post, but essentially ads that perform well over time are rewarded.
Since the creative displays for Sponsored Brands were previously unchangeable, when this seller added a third color variant of their product, they were forced to create a new Sponsored Brand ad.
You would think that since this ad was a better representation of the company’s offerings with the exact same logo, headlines, and an additional product the ad would perform better. That isn’t the case. The ad performed significantly worse than the previous iteration because it didn’t have the history of performing well.
Now, with the ability to edit products on your Sponsored Brand ads, sellers won’t have to worry about sacrificing their ad performance when their business changes.
Limitations of Editing Sponsored Brand Ads
Of course, we don’t live in a perfect world and this new feature lacks a key feature that would help sellers edit their ads: A/B testing.
Currently, the only feature in Amazon Advertising’s arsenal that features A/B testing is A+ Content.
The new feature allowing sellers to edit Sponsored Brand ads doesn’t allow sellers to conduct a true A/B test, unfortunately.
The only way to conduct something even close to an A/B test would be switching your Sponsored Brand ads on a weekly basis, which would make accuracy a big issue.
There are week to week fluctuations in metrics, even if the ad is exactly the same. If you were to switch a product or a logo for a Sponsored Brand ad from one week to the next, how would you know if the change made the difference and not a regular weekly fluctuation?
The biggest takeaway from this new update is obviously the ability for sellers to edit the creative for their Sponsored Brand ads. This is a game changer and no longer penalizes changes in products, logos, or even a typo in the original ad.
There are some features that we would like to see added (A/B testing), but we are pumped up about the ability to save time, money, and a lot of headache with this rollout of new features.
Let us know how this new ability is helping you and what you’d like to see added!
Discover Us on our PPC Den Podcast
If you enjoy supplementing your long reads with audio, we cover this topic on our podcast as well.
Listen to it in the episode below or find us on your favorite streaming platform, like Apple, Google, Spotify, and more!
- 2:20 Intro
- 5:30 Sponsored brand ad updates
- 8:50 Steps to changing creative for SBAs
- 13:10 Impact of the ability to edit the creative
- 16:05 Updating vital parts of your SBA
- 19:00 Closing thoughts
- Amazon PPC Stats During COVID-19
- Seller Central Campaign Manager is Moving to Amazon Ad Console in 2020
- Taking Your Amazon Products & Campaigns Global: A Primer
- Best Practices for Selling on Amazon During COVID-19
- Principles and Mindset for Amazon Marketers During Coronavirus
- Coronavirus (Covid-19) and Your Amazon PPC Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 2): Multi-Keyword Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 1): Single Keyword Campaigns
- Grow Your Amazon Campaigns with Demographics Data
- What Consumer Behavior Says About You: Amazon Brand Analytics
- How to Raise Lifetime Value with Market Basket Report
- Search Frequency Rank: How to Identify Most Important Keywords
- Long Tail Search Terms: The Amazon PPC Silent Killer?
- ACoS: Amazon Platform Tax?
- 7 Tips to Get More Clicks on Amazon Ads
- LIVE Amazon PPC Campaign Audit
- Amazon PPC Keyword Research in 2020: RPSB Revisited
- Our Top Predictions for Amazon PPC in 2020
- 7 Bad PPC Habits to Kick in 2020 (And 3 Good Ones to Start)
- The PPC Tasks We Put on Our Project Management Tools
- A Data- Oriented Approach to Advertising in December
- The Wait is Over… Search Term Reports for Sponsored Brand Ads are Here
- What to Do When It’s Time to Sell Your Amazon Business with Coran Woodmass
- Ramping Up for Cyber Monday and Black Friday with Data-Driven PPC Strategies
- Amazon PPC Campaign Structure: 6 Layers of Complexity
- Amazon PPC Today vs. Yesterday: What’s Changed, What Hasn’t
- Make Your Best Keywords Better with Single Keyword Campaigns
- 6 Levels of Amazon PPC Mastery
- How to Advertise Commodity and Unique Products with Lukas Matthews
- Amazon SEO – Bridging the Gap with PPC
- Amazon’s New Sponsored Display Ads (Beta)
- Listener Q&A: Optimizing Placement Settings
- The Problem With Optimizing Low-Converting Products (And How to Solve It)
- 4 Reasons Why Lowering Your Bids Won’t Always Lower your ACOS
- What to Expect From 30 Days of Running Amazon Ads
- Should You Segment Your Branded Keywords in Amazon Ads?
- Promoting your Products with Amazon Coupons
- Three Effective Ways to Optimize Amazon PPC Bids
- 4 Things Amazon Does Better than Google and Facebook
- Amazon DSP with Kiri Masters
- Increase Conversion Rates for Sponsored Brand Ads
- Clickfraud, Who to Hire, and More Common Amazon PPC Questions
- A Data-Driven Approach to Prime Day PPC
- Improving Your Account With Amazon Reports
- The Complete Guide to Self-Auditing Your Campaigns
- A Round-Table Discussion About Placement Settings
- My 5 Predictions for the Future of Amazon PPC
- The Importance of Indexation for Amazon PPC
- Click Through Rate (CTR) Rundown
- An Introduction To Bulk File Operations
- The Latest Sponsored Brand Ad Updates
- Defining Your PPC Goals & Setting ACOS Targets
- Making Sense of New to Brand Metrics
- Should You Bid on Competitors’ Branded Keywords
- Our Gripes About Amazon Sponsored Brand Ads
- Amazon Advertising Launch Strategy for New Products
- The Ultimate Amazon PPC Roadmap
- How to Scale Using PPC – A Case Study
- The Star-Crossed Lovers (Organic & Paid Traffic)
- Cranking Up Conversion Rates
- All Things Negative Keywords
- The Dreaded Amazon Data Reporting Delay
- What We Love About Amazon PPC
- First Look on New Bid Options in Amazon
- Dissenting Thoughts on PPC Budgets
- The Strangest, Most Popular PPC Strategy: The Keyword Dump
- Product Targeting – Into the Great Unknown
- Campaign Naming Systems
- Hitchhiker’s Guide to Sponsored Products (Part 2)
- Hitchhiker’s Guide to Sponsored Products (Part 1)
- Amazon PPC Advertising Stats
- The Advanced Basics of Amazon PPC
- Amazon’s New Product Targeting Features
- The Bid+ Conundrum
- Why We’re Living In The Golden Age of Amazon PPC
Watch Mike & Stephen on YouTube
If you enjoy supplementing your long reads with video, well, hot diggity dog, you’re in luck! We cover this topic on our YouTube channel too.
Watch it below and please don’t forget to ‘like’ and subscribe.