Sponsored Brands
Banner ads carrying your logo, a headline and several products, usually at the top of search results. Brand Registry required.
Why it matters
Sponsored Brands buys the most valuable real estate on the page, above the organic results, and is the only ad format that sells the brand rather than a single ASIN. It also supports Sponsored Brands Video, which typically outperforms static placements on click-through.
In practice
The highest-value use is defensive: bidding on your own brand name so a competitor cannot buy the top of your branded search. That traffic is cheap, converts extremely well, and losing it to a competitor is one of the more expensive things a brand can quietly allow to happen.
Driving Sponsored Brands traffic to a Brand Store page rather than a single product also tends to lift both conversion and average order value.
Related terms
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