Imagine this: A customer lands on your Amazon listing, ready to buy your product.
But just as they’re about to click “Add to Cart,” they see a sponsored ad for a competitor’s product right below yours.
Distracted, they click on the ad—and just like that, you’ve lost a sale.
Sound familiar?
This is a common (and frustrating) scenario for Amazon sellers.
But here’s the good news:
There’s a simple yet powerful PPC hack to stop competitors from stealing your traffic and retarget lost customers.
It’s called Brand Defense Campaigns, and today, we’re sharing exactly how to use it to protect your sales.
Why Competitors Are Stealing Your Traffic
Amazon’s algorithm is designed to maximize revenue—not to protect your brand.
That’s why it often shows competitors’ sponsored ads on your product listings.
These ads distract your visitors and can lead to lost sales.
But here’s the kicker: You can fight back. By setting up Brand Defense Campaigns, you can reclaim those precious ad spots and keep your customers focused on your products.
What Are Brand Defense Campaigns?
Brand Defense Campaigns are ASIN-targeted PPC campaigns designed to protect your listings from competitors’ ads.
Here’s how they work:
Set Up ASIN Targeting Campaigns: Create a new Sponsored Products campaign and target your own ASINs.
Bid Aggressively: Ensure your ads outrank competitors by setting competitive bids.
Own the Ad Space: Your own products will now appear as sponsored ads on your listings, blocking competitors from stealing your traffic.
This strategy not only protects your sales but also gives you additional visibility for your products.
How to Set Up Brand Defense Campaigns
Step 1: Create a New Sponsored Products Campaign
Go to your Amazon Advertising Console and select Sponsored Products.
Choose Manual Targeting for better control over your campaign.
Step 2: Target Your Own ASINs
In the Product Targeting section, select Individual Products.
Enter your own ASINs as the target.
Step 3: Set Competitive Bids
Bid aggressively to ensure your ads outrank competitors.
Start with a bid slightly higher than your usual campaigns and adjust based on performance.
Step 4: Monitor and Optimize
Regularly check your campaign performance.
Adjust bids and budgets to maintain your ad placements.
Why Brand Defense Campaigns Work
1. Protect Your Sales
By occupying the sponsored ad spots on your listings, you prevent competitors from diverting your traffic.
2. Increase Visibility
Your products get additional exposure on your own listings, increasing the chances of a sale.
3. Retarget Lost Customers
If a customer was about to leave your listing, seeing your own ad might bring them back.
4. Cost-Effective Strategy
Since you’re targeting your own ASINs, the conversion rates are typically higher, making this a cost-effective way to boost sales.
Pro Tips for Maximizing Your Brand Defense Campaigns
1. Use Negative Keywords
Add irrelevant or low-performing keywords to your negative keyword list to avoid wasting ad spend.
2. Leverage Amazon Attribution
Track the performance of your campaigns using Amazon Attribution to understand how they impact your overall sales.
3. Combine with Other Strategies
Use Brand Defense Campaigns alongside other PPC strategies like automatic campaigns and keyword targeting for maximum impact.
Real-Life Results
One of our clients, a 7-figure Amazon seller, was losing 15-20% of their traffic to competitors’ ads. After implementing Brand Defense Campaigns, they saw:
A 30% increase in conversions on their listings.
A 20% reduction in ad spend by retargeting their own traffic.
A significant drop in competitors’ visibility on their listings.
Your Turn to Take Action
Don’t let competitors steal your hard-earned traffic.
Set up Brand Defense Campaigns today and start protecting your sales.
Your Action Plan:
Create a New Campaign: Set up a Sponsored Products campaign with manual targeting.
Target Your ASINs: Add your own products as the target.
Bid Aggressively: Outrank competitors by setting competitive bids.
Monitor and Optimize: Regularly review your campaign performance and make adjustments.
Brandock
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