Are you planning to run Amazon Sponsored Brands ads to drive more traffic to your Brand Store? Before you commit your ad budget, it’s worth asking, is that really the best way to get more sales for your products?
There are plenty of advertising options on Amazon designed to get more clicks on your listings and storefront. But some sellers launch these campaigns without fully understanding how they perform, which often leads to wasted ad spend that could have been used to drive higher-converting traffic.
In this blog, we’ll cover key insights from our Amazon agency’s podcast episode on why sending traffic from Amazon Sponsored Brands Ads to your Brand Store often underperforms. It explains how directing ads to product detail pages or a Product Collection, along with optimizing campaigns, can drive higher conversions and better ROI.
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Why Driving Ads to Your Brand Store Hurts Performance
Many sellers use Sponsored Brands ads to send shoppers directly to their Brand Store, thinking it will boost traffic and sales. However, Brand Stores typically get very little organic traffic and even fewer conversions when used as a landing page for paid ads.
Steven Pope, the founder of My Amazon Guy, shared that in his own test case, the Brand Store had fewer than 100 visitors and under $50 in sales over 30 days. This low performance means sellers could be spending ad dollars on clicks that don’t generate meaningful results, when those funds could be better spent on higher-converting product-focused pages.
The Better Option: Product Detail Pages or Product Collection Pages
Instead of sending traffic to your Brand Store, you should direct shoppers to product detail pages or a dedicated Product Collection page. These pages allow customers to see products immediately and add them to their cart with fewer clicks, which typically leads to better conversion rates.
The Amazon Product Collection feature (formerly called the Product List) lets you create a simple landing page with at least three products, each with an “Add to Cart” button. This streamlined layout focuses on driving sales rather than telling your brand story, making it far more effective for pay-per-click campaigns.
Proven Tips to Boost Your Amazon Advertising Performance
To make the most out of your ad spend, here are some proven advertising tips you should follow. These strategies have been tested and shown to help improve campaign performance.
- Use Amazon’s Custom Image
This is currently the largest ad format available on mobile, allowing you to take up significant visual space. Use high-quality lifestyle images to make the most impact. - Check Keyword Bids Regularly
Some keywords may cost less in Sponsored Brands compared to Sponsored Products, while others can be much higher. Reviewing bids helps you identify the most cost-effective options for your campaigns. - Optimize Campaigns Every Few Months
Don’t just set up your ads and forget them since performance changes over time. Revisiting your campaigns every couple of months allows you to adjust targeting and bids for better results.
Get More from Your Amazon Advertising Budget
Driving traffic to your Brand Store might seem like a smart move, but the data shows it often leads to low conversions and wasted spend. By rethinking your approach, you can make your Amazon advertising budget work harder for you.
Focusing on product detail pages or a well-structured Product Collection ensures shoppers see exactly what you want them to buy. This direct path to purchase helps turn more clicks into actual sales.
Need help managing your Amazon PPC campaigns? Our full-service Amazon agency can set up, optimize, and monitor your Amazon advertising to lower costs and boost your sales.
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