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By Destaney Wishon · December 15, 2025 · Curated by George's Blog
Why do we see poor Sponsored Brand performance when auditing brands?
Because of ads like this ⬇️
❌ Terrible alignment
❌ Bad targeting and product mix
❌ Poor landing page build out
Search term "slushie drink maker"
Sponsored brand ad "Blow dryer with magnetic diffuser"
✅ Take the extra time to do Sponsored Brands right.
🔶 SB performance SHOULD be in-line with your Sponsored product RoAS.
🔶 If your RoAS is much lower, focus on creative and improving your funnel alignment.
🔶 If you RoAS is much higher, you are probably too heavily invested in branded coverage and have an opportunity to expand to non branded.
🔶 If you want to make the most of Sponsored Brand Ads, improve your creative and copy mix.
🔶 If you are in a competitive category, CPC’s MIGHT be higher for this ad type due to limited placements. SB top of search can be pay to play, but it is easy to see why, it’s only one of the most valuable billboards in all of e-commerce.
❌ Reasons we see brands struggle with Sponsored Brands -
- They do not align their products, with their creative, and targets
- They only focus on branded targeting
- They mix their branded targeting and their non-branded targeting
- They do not separate campaigns by strategy
- They focus solely on top of search and can’t afford to compete with the CPC’s
- They go WAY TOO broad with their targeting (With both keywords and match types)