Sponsored Brands is an ad format combining a brand logo, creative assets, a headline and multiple products. Its goal is to build brand awareness and help customers discover products.
Campaign Creation Flow
All sponsored brands campaigns start from one of three available templates, then follow a streamlined creation process.
1
Select Template
Begin by choosing from one of three pre-built sponsored brands templates:
- Product Collection: Multiple products on one landing page for comprehensive product discovery
- Product Highlight: Single product and a creative
- Store Spotlight: Drive traffic to a store page for brand awareness
2
Creative Setup
Configure your brand and creative assets:
- Upload Brand Logo: Add your brand logo following template specifications
- Campaign Headline: Create compelling headlines aligned with your campaign objectives
- Additional Creatives: Upload videos or additional images based on template requirements
- Attach Products: Select products to promote with your creatives
Content Requirements
- Supported formats: JPEG, PNG, WEBP, GIF, MP4
- Max file size: 5MB per creative/video
The creatives, headline and
productId will be returned in the auction
request separately. You can render those elements the way it best fits your
needs in the frontend. Refer to the Sponsored Brands
Auction
section to learn more about auction requests and responses.3
4
Ad Behavior
Specify targeting and destination settings:
- Targeting Configuration: Set keywords, categories, and audience targeting
- Destination URLs: Choose where clicks should direct users (product pages, vendor pages, custom URLs)
- Geographic Targeting: Select from pre-configured locations to target specific regions, cities, or markets
- Audience Segments: Apply demographic or behavioral targeting
Geographic Targeting Details
Geographic targeting allows you to show your Sponsored Brands campaigns only to users in specific locations:
- Location Selection: Choose from locations configured by your marketplace administrator
- Multiple Targeting: Select multiple locations to reach broader geographic areas
- Campaign Filtering: Only users in targeted locations will see your campaigns during auctions
- No Restrictions: Leave geographic targeting empty to show campaigns to all users regardless of location
Geographic targeting options only appear if locations have been configured for your marketplace. Contact your administrator if geolocation options are not available.
5
Bidding Strategy & Campaign Settings
Complete your campaign setup:
- Campaign Name: Provide a descriptive name for easy identification
- Campaign Objective: Choose your primary goal (brand awareness, clicks, conversions)
- Campaign Duration: Set start and end dates
- Budget Settings: Define daily or total campaign budgets
- Bidding Strategy: Select between BIDLESS™, manual CPC, or CPM bidding
- Budget Pacing: Configure how budget should be distributed over campaign duration
6
Launch Campaign
Review and launch your sponsored brands campaign:
- Campaign Preview: Review how your campaign will appear across different placements
- Template Validation: Ensure all required fields are completed correctly
- Product Verification: Confirm all selected products are active and destinations work
- Creative Quality Check: Verify uploads meet platform requirements
- Deploy Campaign: Launch and begin performance monitoring
Best Practices
Template Selection
- Choose Product Collection for showcasing product variety and driving category exploration
- Use Product Highlight for featuring a single product with compelling content that showcases product benefits
- Use Store Spotlight for brand building and directing traffic to your store
Creative Quality
- Use high-resolution images and videos that showcase products clearly
- Ensure all creative elements align with your brand guidelines
- Keep headlines concise and focused on key value propositions
- Test different creative combinations to optimize performance
Campaign Optimization
- Start with proven templates before customizing campaigns extensively
- Monitor which products drive the best results and adjust selection accordingly
- Regularly review campaign analytics and adjust targeting and bidding strategies
- Apply insights from successful campaigns to new campaign creation
Refer to the Sponsored Brands Auction section to learn more about how auction requests and responses work, and the View Sponsored Brands Details section for campaign performance tracking.
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