Your First Amazon Billboard: Easier Than You Think

Back when I launched my third product—a beard grooming kit for men—I made a rookie mistake...

I only ran Sponsored Products.

Now don't get me wrong—Sponsored Products are great. But I was missing a golden opportunity to build brand presence, not just chase clicks.

Enter: Sponsored Brands Ads (aka the “billboard of Amazon”).

I finally bit the bullet and set one up.

✅ I got top-of-search visibility
✅ I featured 3 products in one ad
✅ I drove traffic straight to my brand store

And the best part? It wasn’t hard.

In fact, I’m about to show you how to do it—step by step—even if you’ve never touched Amazon Ads before.

📖 The “Beard Kit” Ad That Changed Everything

It was Father’s Day season, and I was trying to stand out.

My listing was solid. I had reviews. But the category was full of big players with deep pockets.

So I created a Sponsored Brands ad with:

• A clean lifestyle banner of a guy trimming his beard

• A catchy headline: “Gift Dad the Beard He Deserves”

• My 3 best-selling grooming items

• A link to my brand store

I set the daily budget to $20. I kept the targeting super simple: a few high-intent keywords like “beard grooming kit” and “men’s beard set.”

Within 48 hours, I saw:

• 💥 12,112 impressions

• 🧔 112 clicks

• 🛒 8 sales

• 🔁 A 4.2x ROAS

Not too shabby for a campaign I built on my couch in pajama pants.

🔢 Step-by-Step: How to Launch Your First Sponsored Brands Ad

You don’t need to be a tech wizard. Here’s how to do it like a pro—even on a shoestring budget.

1. Be Brand Registered First
Sponsored Brands ads are only available to sellers with Brand Registry. If you haven’t done this yet, it’s step zero.

2. Go to Campaign Manager → Create Campaign → Sponsored Brands

Choose "Sponsored Brands" and select your ad goal:

• Product Collection Ad (great for launches)

• Store Spotlight (drive traffic to your store)

• Video (if you’ve got a product video ready)

For now, let’s go with Product Collection.

3. Choose Your Products
Select 2–3 related items you want to promote. Ideally, they should have decent reviews and pricing that makes sense together.

4. Upload a Custom Image
Use a clean, branded lifestyle image. No text or logos overlayed (Amazon hates that). Keep it real and relevant.

5. Write a Click-Worthy Headline
Examples:

• “All-in-One Beard Grooming Kits”

• “Get the Look. Get the Kit.”

• “Groom Like a Pro—Without the Barber”

Make it benefit-driven and easy to read.

6. Add Keywords
Start simple:

• Use 5–10 keywords based on what your customer might search

• Stick to Phrase and Exact match at first

• Example: “beard kit for men,” “beard grooming set”

7. Set a Budget & Bid
Start with:

• $15–$25 daily budget

• $0.75–$1.25 CPC (depends on niche)

Watch performance and adjust as needed.

8. Hit Launch and Monitor Daily
Don’t just “set it and forget it.” Check your CTR, CPC, and ROAS. Pause losers, double down on winners.

🎯 Big Takeaway: Sponsored Brands = Prime Real Estate for New Sellers

You don’t need a huge budget.

You don’t need fancy tools.

You just need the courage to launch—and the smarts to keep it simple.

And the payoff? You look like a real brand, not just another product.

That means more trust. More clicks. More sales.

💬 Say It With Me: “First ads don’t have to suck.”

✍️ Until next time—keep testing, keep clicking, and keep climbing.'

Andy Splichal
Founder & Managing Partner of True Online Presence & Author of the Make Each Click Count Book Series

P.S. You’ve got products to sell and a business to scale. If PPC feels like a second job (or a black hole for your budget), let me handle it. I’ve scaled dozens of FBA brands profitably. 💬 Book a quick discovery call — I’ll show you what’s possible.

P.S. Want a fast way to increase your Amazon sales? Take a look at my new software, Persona Factor, that uses your product reviews to optimize your product titles and descriptions.

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