Sponsored Brands are powerful. But most brands run them wrong. I see two common mistakes: 1. Treating SB as a vanity play, with no alignment to SP campaigns. 2. Running SB in isolation, without sequencing to capture conversions. The result? Low CTR, wasted impressions, and leadership teams questioning why SB exists at all. Here’s the contrarian view: SB alone is almost useless. SB + SP together is a force multiplier. When you integrate the two: - SB builds the trust. - SP closes the sale. - Together, they amplify each other. If you’re a CEO reviewing ad reports, don’t ask, “How’s SB doing?” Ask, “How is SB making SP more effective?” That’s the mindset shift. SB isn’t a silo. It’s the spark that makes SP catch fire. One of the most overlooked levers on Amazon is sequencing Sponsored Products with Sponsored Brands. I’ve seen it first-hand. A client running only SP campaigns was seeing flat CTR and stagnant growth. We layered in Sponsored Brands, positioned above SP ads, with messaging tied to brand value. The results? CTR jumped. Organic rank lifted. And SP campaigns converted better because shoppers already had brand recognition. Why did this happen? Because SB + SP together create a loop: - SB introduces the brand and builds trust. - SP captures that trust when shoppers scroll deeper. When brands ignore this mix, they force SP campaigns to do all the heavy lifting. That’s expensive, inefficient, and shortsighted. If you want to scale, don’t think SP vs. SB. Think SP + SB. It’s not an either/or game. It’s a system. #amazonads #amazonppc #retailmedia #amazondsp #amazonseller #sellersofamazon #amazonmexico #amazon #ppc
The psychology makes sense. SB earns the ‘first impression,’ SP wins the transaction.
Seeing organic rank lift as a byproduct of SB + SP integration shows how paid campaigns can feed long-term brand equity.
Really like how you explained the way SB and SP can work together instead of separately.
The real question isn’t SB vs. SP, but how to engineer the handoff between them. Gabriel Caceros
So true, leadership teams kill SB budgets because they look at the wrong KPI.
We’ve seen the same pattern when SB and SP work together, performance compounds. Too many brands treat them as separate instead of a connected system.
SP and SB shouldn’t be treated as separate line items. Thinking in systems instead of silos is what transforms ad spend into measurable growth.
We've seen a 27% lift in conversion by aligning SB messaging with SP intent—this sequencing is a game-changer.
Think of SB as pre-qualifying traffic for SP. The stronger the handoff, the lower your CPCs feel because SP clicks convert at a higher rate.
Co-Founder at Wentures | Amazon PPC Strategist & Consultant
2wSB isn’t about vanity, it primes the shopper so SP can close cheaper. Run them in sequence and your whole funnel gets healthier.”