#1 in BirdDog’s Retail Media Principles 4-Part Series

By Jeff Coleman, Chief Client Officer at BirdDog

Sponsored Brands campaigns are a cornerstone of retail media, offering unparalleled opportunities to elevate brand awareness, drive traffic, and boost sales. However, the effectiveness of these campaigns largely depends on selecting the right destination for your ads. With options ranging from brand stores to product detail pages and custom landing pages, it’s crucial to align your destination choice with your campaign goals.

In this guide, we’ll break down the different Sponsored Brands destinations, when to use them, and key data points to help brands make informed decisions.

Overview of Sponsored Brands Destinations

Brand Store

A fully customizable storefront within the retailer’s platform.
Ideal for showcasing a full product catalog or highlighting brand identity.

Product Detail Page (PDP)

Links directly to a specific product’s detail page.
Best for promoting individual products or high-conversion SKUs.

Custom Landing Page

A dedicated page tailored to specific campaigns or themes.
Useful for promotions, seasonal campaigns, or product bundles.

Search Results Page

Directs users to a filtered search result featuring targeted products.
Suitable for brands with a wide product range targeting specific search queries.

When to Use Each Destination

1. Brand Store: Building Awareness and Loyalty

A brand store acts as a digital storefront, making it the go-to destination for campaigns focused on:

Goal: Increasing brand awareness.
Use Case: Launching a new product line or running an “About Us” campaign.
Data Point: According to Amazon, shoppers who visit a brand store spend an average of 35% more per visit compared to non-store visitors.

2. Product Detail Page: Driving Conversions

For campaigns designed to drive direct sales, linking to a PDP is often the best choice. This destination:

Goal: Promotes specific products with high conversion potential.
Use Case: Seasonal promotions or discounted products.
Data Point: A Statista study found that product-specific ads achieve 22% higher click-to-conversion rates compared to general ads.

3. Custom Landing Page: Focusing on Themes and Promotions

Custom landing pages offer flexibility, making them ideal for:

Goal: Driving engagement for a specific theme, such as holiday deals.
Use Case: Limited-time offers, product bundles, or co-branded promotions.
Data Point: Landing pages tailored to promotions see up to 50% higher engagement rates, according to a Shopify analysis.

4. Search Results Page: Broad Discovery

This destination is perfect for brands with extensive product portfolios targeting specific search queries:

Goal: Maximizing product visibility within a category.
Use Case: Highlighting a product collection (e.g., "organic skincare").
Data Point: Search result page ads increase category-specific conversions by 18%, per eMarketer.

Crafting a Successful Sponsored Brands Campaign

1. Define Clear Objectives

Before selecting a destination, clarify your primary goal. Are you looking to:

Boost brand recognition?
Drive traffic to a new product?
Promote a seasonal campaign?

2. Understand Shopper Behavior

Leverage data from retail media platforms to identify where your audience is most active. For example:

Peak Engagement Times: Shoppers often browse during weekday evenings and weekends.
Device Usage: Mobile-first audiences may prefer simpler, focused destinations like PDPs.

3. Optimize for Each Destination

Ensure your ad creatives align with the chosen destination:

Brand Store: Highlight storytelling elements and a cohesive visual identity.
PDP: Use concise copy that focuses on product benefits and reviews.
Custom Landing Page: Design clear CTAs and thematic visuals.
Search Results Page: Optimize product titles and images for relevance.

Case Studies: Real-World Applications

1. Beauty Brand Launching a New Line

Objective: Increase awareness of a new skincare line.
Destination: Brand Store.
Outcome: Achieved a 40% higher click-through rate (CTR) compared to previous campaigns linked to PDPs.

2. Electronics Brand Promoting a Seasonal Discount

Objective: Drive sales during Black Friday.
Destination: Custom Landing Page.
Outcome: Increased sales by 65%, with a 25% higher ROAS compared to a general campaign.

3. Apparel Brand Highlighting Bestsellers

Objective: Maximize visibility for top-selling products.
Destination: Search Results Page.
Outcome: Improved category rankings, leading to a 30% increase in organic sales.

Measuring Success

Key metrics to track include:

Click-Through Rate (CTR): Measures the effectiveness of your ad creatives.
Conversion Rate: Indicates the relevance of your destination.
Return on Ad Spend (ROAS): Evaluates overall campaign profitability.
Example Insight: A campaign linking to a custom landing page during a Valentine’s Day promotion saw a 20% higher ROAS compared to the previous year’s campaign linked to PDPs.

Conclusion

Choosing the right Sponsored Brands destination is critical to achieving your retail media goals. By aligning your destination with your campaign objectives, leveraging shopper insights, and continuously optimizing performance, you can maximize the impact of your advertising efforts.

As competition within retail media intensifies, strategic planning becomes even more essential. Start experimenting with different destinations today and uncover what works best for your brand.

Part 1: Maximizing ROI with Sponsored Brands Destinations: A Strategic Guide