Ultimate Guide to Cross-Promotion with Sponsored Brand Ads

Apr 20, 2025

Want to sell more on Amazon? Sponsored Brand Ads can help you promote multiple products together, boost sales, and improve brand visibility. Here’s how cross-promotion with these ads works:

What It Is: Sponsored Brand Ads display your logo, a headline, and multiple products on Amazon.
Why It Works: They encourage shoppers to buy related items, increasing cart value and brand recall.
Key Ad Types:
- Product Collections: Group similar products for easy comparison.
- Store Spotlights: Highlight your store's categories to drive browsing.
- Video Ads: Showcase product benefits in action.

How to Start:

Pick 3–5 related products to promote.
Write a custom headline and upload your logo.
Set a budget, choose keywords, and launch your campaign.

Optimize Performance:

Track metrics like CTR, ACoS, and ROAS.
Adjust bids and test ad variations (headlines, images, landing pages).

Pro Tip: Create virtual bundles of complementary products to boost sales even more. Use the data to refine your strategy and grow your brand.

Start using Sponsored Brand Ads now to grow your Amazon sales and reach more customers!

Campaign Setup Guide

Once you meet the eligibility criteria, follow these steps to set up your campaign:

Log in to the Amazon Advertising Console and select Sponsored Brand Ads.
Confirm your brand registry status and ensure your Amazon Store is active.
Pick a cross-promotion goal and select 3–5 complementary ASINs.
Write a custom headline, upload your logo, and choose an ad format.
Set your daily budget, campaign duration, and bidding approach.
Decide on targeting: either automatic or manual using keywords or product targets.
Double-check all your settings, then hit "Launch Campaign".

With your campaign now live, you’re ready to start tracking its performance.

Campaign Optimization

Once your campaign is live, focus on improving its performance using data analysis, bid adjustments, and A/B testing.

Performance Tracking

Keep an eye on key metrics using a dashboard with automated alerts for major changes:

Click-Through Rate (CTR)
Advertising Cost of Sales (ACoS)
Return on Ad Spend (ROAS)
Average Order Value (AOV)
New-to-Brand metrics

Use this data to fine-tune your bids and make sure your ad spend reflects your campaign's performance.

Bid Management

Here are some strategies to manage your bids effectively:

Category-based bidding: Adjust bids depending on how well each product category performs.
Dayparting: Change bids based on peak and off-peak shopping times.
Placement multipliers: Increase bids for premium ad slots, such as top-of-search, especially for high-performing ASINs.

Boost bids for top performers, maintain bids for steady sellers, and reduce or pause bids for underperforming items.

Once adjustments are made, validate them through A/B testing.

A/B Testing Methods

A/B testing helps you refine your creative assets, targeting strategies, and landing pages. Here's how:

Creative Testing: Experiment with elements like headlines, image combinations, logo placement, and calls to action - one change at a time.
Targeting Testing: Compare different approaches, such as category-based vs. competitor-based targeting, broad vs. phrase match, or product vs. category targeting.
Landing Page Testing: Test various pages, including individual ASIN pages, your Store homepage, custom collection pages, and category-specific landing pages.

Analyze the results, apply what works across your campaigns, and document your findings to guide future optimizations.

Results Analysis and Advanced Methods

Once you've tackled the basics, it's time to step up your game with more advanced strategies.

Advanced Promotion Techniques

Try creating virtual product bundles by grouping 2–4 related ASINs into a single Sponsored Brand ad. This approach can boost your average order value (AOV) and encourage cross-selling. Link these bundles to a custom landing page or a specific Store collection to make shopping easier for customers.

To measure success, keep an eye on metrics like ACoS, ROAS, and New-to-Brand performance. Use these insights to tweak your bundle combinations for better results. These bundles work well alongside A/B testing and bid strategies, helping you achieve even greater growth. eStore Factory specializes in setting up and managing virtual bundles to enhance your cross-promotion efforts.

Summary

Sponsored Brand Ads allow Amazon sellers to promote multiple products, increasing both visibility and sales. Success hinges on using tools like product collections, Store spotlights, and video ads, while refining strategies based on performance data.

Here are the key points:

Campaign structure: Group related products into collections that align with customer interests.
Performance metrics: Monitor metrics like ACoS, ROAS, and New-to-Brand to assess effectiveness.
Landing pages: Create custom Store pages showcasing complementary items to enhance the shopping experience.
Bid management: Use dynamic bids that adjust based on performance trends and seasonal changes.

Consistently analyze performance data, tweak bids and ad creatives, and expand effective cross-promotion strategies to drive long-term growth.