{"id":28654,"date":"2024-10-15T08:43:55","date_gmt":"2024-10-15T16:43:55","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=28654"},"modified":"2024-12-23T10:00:29","modified_gmt":"2024-12-23T18:00:29","slug":"are-my-non-brand-sponsored-ads-driving-awareness","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/are-my-non-brand-sponsored-ads-driving-awareness\/","title":{"rendered":"Are my non-brand Sponsored Ads driving awareness?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">What if you\u2019re measuring your non-brand keyword ads wrong?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Most brands, sellers, and agencies are constantly running Sponsored Ads on their non-brand terms in the hopes of driving net-new customers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The rule of thumb is that those ads on non-brand terms are going to perform worse than ads on brand terms, since the shopper isn\u2019t specifically searching out your company.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That is true, yes\u2014but it\u2019s not always the full picture.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Under Amazon\u2019s last-touch attribution system, only the last ad a shopper saw before their purchase gets credit for a sale. That means you\u2019re not able to see when your non-brand ad was just the first step in a multi-step journey.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So is it possible that your non-brand ads are having larger impacts than you give them credit for?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How many shoppers are searching a generic term, seeing your non-brand ad, and then later searching your brand term?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-think-of-non-brand-ads-as-awareness-drivers\"><strong>Think of non-brand ads as awareness drivers<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We don\u2019t always think of non-brand Sponsored Ads as awareness plays. Awareness campaigns are more often discussed in the context of DSP ads, <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/explained-what-we-know-about-sponsored-tv\/\">streaming TV ads<\/a>, and so on.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But a lot of non-brand ads are doing that awareness work, covertly.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s not all about whether those ads directly drive a purchase. Often, your non-brand ad puts your product into the top of a customer\u2019s mind, even if they don\u2019t buy right away.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A shopper might see the ad, click your product page, and then the next day search your brand on Amazon. If your shoppers see another brand ad during that search, the original non-brand ad won\u2019t get any credit.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is the kind of common customer journey that was basically invisible to brands and agencies until recently.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Plenty of customers are seeing more than one sponsored ad from you\u2014but, normally, you won\u2019t be able to figure out how those ads work together.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.intentwise.com\/white-paper\/amazon-marketing-cloud\/amc-strategy\">Amazon Marketing Cloud<\/a> changes all of that. In Amazon Marketing Cloud, you can assign equal credit to every ad that a shopper saw on their journey, so that more ads than the last one get credit for their work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">More to the point, you can also track how many people searched your non-brand terms and then later searched your brand term.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At Intentwise, we\u2019ve built queries like this for brands like <a href=\"https:\/\/www.intentwise.com\/casestudy\/made-in-cookware\">Made In Cookware<\/a>. For what it\u2019s worth, if you want to easily trace these unbranded \u2014&gt; branded searches, we can help.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.intentwise.com\/services\/intentwise-analytics-services\">Consult our expert team<\/a> on what you\u2019re looking for, and we can have a fully custom query ready for you in days.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-improve-how-you-measure-non-brand-campaigns\"><strong>Improve how you measure non-brand campaigns<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Tracking how many shoppers go from unbranded to branded searches can lead you to rethink which non-brand keyword campaigns are working, and which aren\u2019t.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do your performance numbers get notably better or worse when you factor in these knock-on sales that happen after a branded search?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Is there a non-brand ad you\u2019re running that may not drive a lot of conversion on its own but that is particularly effective at convincing people to do a brand search later?&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Understanding these connections between non-brand-to-brand searches also improves your budget planning down the line.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you know that, say, 5% of the people who see your non-brand ads will later search for a brand term, you can forecast your budget for brand vs. non-brand ads.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this scenario, an increase in spend on non-brand terms should have something like a 5% knockdown increase on your brand terms spend.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You don\u2019t want to miss out on these likely customers and forget to defend your terms.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These are the kinds of use cases of AMC that we\u2019re excited to see more brands innovate in the coming months.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AMC has made it possible to get a truly holistic understanding of how your ads work together\u2014and there\u2019s no reason you shouldn\u2019t conduct that kind of analysis across your Sponsored Ads, too.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>What if you\u2019re measuring your non-brand keyword ads wrong?&nbsp; Most brands, sellers, and agencies are constantly running Sponsored Ads on their non-brand terms in the hopes of driving net-new customers.&nbsp; The rule of thumb is that those ads on non-brand terms are going to perform worse than ads on brand terms, since the shopper isn\u2019t [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":28655,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[135],"tags":[96,155,212],"class_list":["post-28654","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-marketing-cloud","tag-mobile","tag-newsletter","tag-sponsored-display"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Are my non-brand Sponsored Ads driving awareness?<\/title>\n<meta name=\"description\" content=\"Ads on generic search terms might not convert right away, but that doesn&#039;t mean they aren&#039;t working. Here&#039;s how to measure them better.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/are-my-non-brand-sponsored-ads-driving-awareness\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Are my non-brand Sponsored Ads driving awareness?\" \/>\n<meta property=\"og:description\" content=\"Ads on generic search terms might not convert right away, but that doesn&#039;t mean they aren&#039;t working. Here&#039;s how to measure them better.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/are-my-non-brand-sponsored-ads-driving-awareness\/\" \/>\n<meta property=\"og:site_name\" content=\"Intentwise Blog\" \/>\n<meta property=\"article:published_time\" content=\"2024-10-15T16:43:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-23T18:00:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2024\/10\/Search-Bar-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1463\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Michael Waters\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michael Waters\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-marketing-cloud\\\/are-my-non-brand-sponsored-ads-driving-awareness\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-marketing-cloud\\\/are-my-non-brand-sponsored-ads-driving-awareness\\\/\"},\"author\":{\"name\":\"Michael Waters\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#\\\/schema\\\/person\\\/b792a03444bf9fe1673eec5daf7fae99\"},\"headline\":\"Are my non-brand Sponsored Ads driving awareness?\",\"datePublished\":\"2024-10-15T16:43:55+00:00\",\"dateModified\":\"2024-12-23T18:00:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-marketing-cloud\\\/are-my-non-brand-sponsored-ads-driving-awareness\\\/\"},\"wordCount\":692,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-marketing-cloud\\\/are-my-non-brand-sponsored-ads-driving-awareness\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/10\\\/Search-Bar-scaled.jpg\",\"keywords\":[\"Mobile\",\"Newsletter\",\"Sponsored Display\"],\"articleSection\":[\"Amazon Marketing Cloud\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-marketing-cloud\\\/are-my-non-brand-sponsored-ads-driving-awareness\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-marketing-cloud\\\/are-my-non-brand-sponsored-ads-driving-awareness\\\/\",\"url\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-marketing-cloud\\\/are-my-non-brand-sponsored-ads-driving-awareness\\\/\",\"name\":\"Are my non-brand Sponsored Ads driving awareness?\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-marketing-cloud\\\/are-my-non-brand-sponsored-ads-driving-awareness\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-marketing-cloud\\\/are-my-non-brand-sponsored-ads-driving-awareness\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/10\\\/Search-Bar-scaled.jpg\",\"datePublished\":\"2024-10-15T16:43:55+00:00\",\"dateModified\":\"2024-12-23T18:00:29+00:00\",\"description\":\"Ads on generic search terms might not convert right away, but that doesn't mean they aren't working. 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