创建品牌推广活动

品牌推广广告可以展示您的品牌徽标、自定义标题和最多三种商品。这些广告可以展示在桌面和移动页面上的多个位置,包括搜索结果上方。

要参与品牌推广,您必须满足特定资格要求。此外,当您创建广告时,广告必须满足特定要求才能获得批准。有关更多信息,请参阅品牌推广资格要求。

要创建品牌推广活动,请执行以下操作:

  1. 转到【广告活动管理】,点击【创建广告活动】,然后选择【品牌推广】。

    注意: 如果您在亚马逊品牌注册计划中的注册状态为“已批准”,但在尝试创建品牌推广活动时发现错误,请联系我们以获取进一步帮助。

  2. 在【设置】部分输入您的广告活动名称、开始与结束日期和预算。

  3. 选择您的广告格式和着陆页。

    • 选择您想要推广的商品。您必须至少提供 3 种商品(但不得超过 100 种)。为了获得最佳效果,建议您选择同一品类中的商品或具有相似关键词的商品。如果您启用 ASIN 优化功能,我们将自动从您的品牌旗舰店或着陆页选择内容最相关的商品,以便展示在广告素材中。如果我们在您的其他商品中没有发现相关性较高的商品,我们将使用您在广告素材中选择的默认商品。

    • 着陆页: 您的选项包括品牌旗舰店、简单着陆页或自定义着陆页。您选择的页面上必须始终有至少两件商品可供购买,否则广告活动将被暂停。如果您选择品牌旗舰店,那么您想要推广的商品必须已经在店内销售。

    • 商品集合: 如果您想要展示品牌徽标以及所选商品,请使用此格式。点击商品图片后,顾客将进入商品详情页。点击品牌徽标或标题后,顾客将进入您指定的着陆页。

    • 视频(测试版): 选择您想要推广的单件商品。当亚马逊顾客点击您的视频时,他们将被重定向到商品详情页。

  4. 提供您的广告素材。

    • 品牌名称和徽标: 为您的徽标选择 1MB 以下的 400x400 像素的图片。使用您的目录中的徽标图片或上传新的徽标图片。有关徽标指南,请参阅品牌徽标广告素材接受政策。

    • 自定义图片(公开测试版): 自定义图片允许您包含在生活场景中展现您商品或品牌的图片。自定义图片不是独立的商品图片或品牌徽标。您必须在“品牌徽标”字段中使用品牌徽标才能参与品牌推广。自定义图片将显示在移动应用和移动浏览器的搜索结果顶部广告位中。请选择至少 1200x628 像素的图片,该图片应小于 1MB 且采用 PNG、JPEG 或 GIF 文件格式。有关更多信息,请参阅自定义图片广告素材接受政策。

    • 标题: 我们将为您的品牌推荐预先批准的标题(此功能仅提供英语版本)。所有推荐的标题都符合我们的推广广告素材接受政策,不需要审核。您还可以创建自己的标题,以反映您的品牌信息。请注意,自定义标题需要审核。了解有关品牌推广审核的信息

    • 商品集合:

    • 视频(测试版): 上传您的视频。选择一个分辨率为 1920x1080px、1280x720px 或 3840x2160px 的视频,且文件大小小于 500MB。文件格式必须为 .mp4 或 .mov。视频时长必须至少 6 秒,最多 45 秒。建议的最佳视频长度为 15-30 秒。

  5. 选择您的定位并输入您的竞价。

  6. 提交您的广告以供审核。

您的广告必须通过我们的审核流程,然后您的广告活动才能上线。我们会向您发送电子邮件,告知您的广告是否获得批准或是否需要进行更改。审核流程通常会在 24 小时内完成,但最长可能需要 3 个工作日。

注意:

  • 您的广告活动获得批准后,您可以编辑广告活动详情,如着陆页、广告素材和商品,方法是导航到您的广告活动,然后点击广告素材选项卡中的编辑广告素材按钮。

  • 当一个集合中的所有 ASIN 都有可用的促销时,创意者将自动显示一条消息,提示该品牌已有促销。此消息不可自定义。当交易不再可用时,消息将恢复为标准消息。


 亚马逊官网原文详情:

Create a Sponsored Brands campaign

Sponsored Brands ads feature your brand logo, a custom headline, and up to three of your products. These ads appear in multiple locations on desktop and mobile pages, including above search results.

To participate in Sponsored Brands, you must meet certain eligibility requirements. Additionally, when you create an ad, it must meet certain requirements before it gets approved. For more information, see Sponsored Brands eligibility requirements.

To create a campaign for Sponsored Brands:

  1. Go to Campaign Manager, click Create campaign, and select Sponsored Brands.

    Note: If your Brand Registry registration status is “Approved” but you’re seeing an error when you try to create a Sponsored Brands campaign, contact us for further assistance.

  2. Enter your campaign name, start and end date, and budget in the Settings section.

  3. Select your ad format and landing page.

    • Select the products you want to advertise. You must feature at least three products (but no more than 100). For best results, we recommend choosing products in the same category or products with similar keywords. If you enable ASIN optimization, we'll automatically select the most contextually relevant products from your Store or landing page to feature in your creative. If we don't get a strong relevance signal among your other products, we'll use the default products that you select in your creative.

    • Landing page: Your options include a Store, a simple landing page, or a custom landing page. At least two products must be available for purchase on the page you select at all times, or the campaign will be paused. If you select Stores, the products you want to advertise must already be available in the Store.

    • Product collection: Use this format when you would like to feature a brand logo along with a selection of your products. Clicking a product's image takes shoppers to the product detail page. Clicking the brand logo or the headline directs shoppers to the landing page you designate.

    • Video (beta): Select a single product you would like to advertise. When Amazon shoppers click your video, they’ll be redirected to a product detail page.

  4. Provide your ad creative.

    • Brand name and logo: Choose a 400x400 pixel image under 1MB for your logo. Use logo image from your catalog or upload a new logo image. For logo guidelines, see the Brand Logo Creative Acceptance Policy.

    • Custom image (open beta): Custom image allows you to include imagery that represents your products or brand in a lifestyle setting. A custom image isn't a standalone product image or brand logo. You must use a brand logo in the “Brand Logo” field to participate. Custom images will be displayed on mobile app and mobile browser top of search placements. Choose at least 1200x628 pixel image under 1MB and PNG, JPEG, or GIF file format. For more information, see Custom Image Creative Acceptance Policy.

    • Headline: We’ll recommend preapproved headlines for your brand (this feature is available in English only). All recommended headlines comply with our Sponsored Ads Creative Acceptance Policy and don’t require moderation. You can also create your own headline that reflects your brand message. Note that custom headlines require moderation. Learn about Sponsored Brands moderation

    • Product collection:

    • Video (beta): Upload your video. Choose a video with 1920x1080px, 1280x720px, or 3840x2160px resolution, and a file size smaller than 500MB. File format must be .mp4 or .mov. Video must be at least six seconds and a maximum 45 seconds. We recommend an optimal video length of 15-30 seconds.

  5. Select your targeting and enter your bids.

  6. Submit your ad for review.

Your ad will go through our review process before your campaign goes live. We'll email you to let you know if your ad was approved or if changes need to be made. The review process is usually completed within 24 hours, but may take as long as three business days.

Note:

  • Once your campaign is approved, you can edit the campaign details, such as your landing page, creative, and products by navigating to your campaign and clicking the Edit creative button in the Creative tab.

  • When all ASINs featured in a collection have deals available, the creative will automatically display a message calling out that the brand has deals. This message isn’t customizable. When deals are no longer available, the message will revert to the standard message.

 文章来源:亚马逊官方网站