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How to Change the Creative for Sponsored Brand Ads ￨ Updated in 2024

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Change seems to be the Amazon theme of 2024, and the feature allowing sellers to edit the creative for Sponsored Brand ads is a game-changer (you can also edit headline search ads).  

Gone are the days when adding a new product or changing logos and branding were a nightmare for Amazon advertisers. Now, with a few simple steps a Sponsored Brands ad and Headline Search Ads can be edited and submitted for approval.

In this article, Ad Badger will talk about:​

Creative Editing: Latest Update to Amazon Sponsored Brands Ads

It’s been a long time coming. Ever since Sponsored Brand ads became a thing, we quickly realized that the inability to edit ads was a problem.

The week of April 20th, Amazon sent an email announcing a new feature that allows sellers to edit the creative of Sponsored Brand ads. With this update, Amazon advertising is far more powerful, and with power comes a great… bag of cash!

With this new campaign manager feature, the following areas can be edited.

  • Products
  • Headline
  • Logos
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The official announcement from Amazon regarding the ability to change creatives

Sellers will be able to deliver the existing campaign until the edited version is approved.

Amazon has to be very meticulous about rolling out new features, so while we have been asking for this for over a year hopefully this update will rectify every problem with Sponsored Brand ads.

Editing Amazon Sponsored Brands Campaigns

We know what we can change, so let’s look at how to edit Sponsored Brand ads with this new feature.

Steps to make creative edits to your Sponsored Brands ads:

  1. Click on the campaign you want to update in the campaign manager.
  2. Click on the “Creative” tab. The “Creative” tab will display a history of creative versions for the campaign, with a preview of the latest creative.
  3. Click on the “Edit creative” button on the preview toolbar.
  4. Make your edits to the products, headline, or logo.
  5. Submit campaign for review.
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Just click "edit creative" and update the text, logos, or products featured in your ad

The ability to edit an existing Sponsored Brand ad means that sellers will no longer be left with high-performing outdated ads.

For example, we work with a seller who sells a product with two color variations. Their Sponsored Brand ad was performing very well (low CPC and ACOS). We’ve discussed how Amazon ranks ads in a previous post, but essentially ads that perform well over time are rewarded.

Since the creative displays for Sponsored Brands were previously unchangeable, when this seller added a third color variant of their product, they were forced to create a new Sponsored Brand ad. 

You would think that since this ad was a better representation of the company’s offerings with the exact same logo, headlines, and an additional product the ad would perform better. That isn’t the case. The ad performed significantly worse than the previous iteration because it didn’t have the history of performing well.

Now, with the ability to edit products on your Sponsored Brand ads, sellers won’t have to worry about sacrificing their ad performance when their business changes.

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Changing the Brand Logo

The brand logo is one of the first visual elements a customer sees, so it’s crucial to ensure it reflects your brand identity and maintains high quality.

  1. To change the brand logo, click on the “Edit” button next to the existing logo in the creative section.
  2. Upload a new logo image. Amazon’s recommended dimensions for logos are typically 400×400 pixels in either JPG or PNG format. Make sure the file size does not exceed 1MB to avoid errors during upload.
  3. Preview how the new logo looks in the ad. It’s important to ensure that the logo is clear, recognizable, and aligned with your brand’s style.

Pro Tip: Choose a logo with a simple, bold design that is easily visible in both mobile and desktop formats. A clean and professional logo builds customer trust and reinforces brand identity.

Modifying Product Image Tiles

Product images are a vital part of any Sponsored Brand Ad. They provide customers with a visual understanding of what you’re offering, and high-quality images can make a substantial difference in attracting clicks.

  • In the product section, choose the product tiles you wish to edit. You can either replace the products being showcased or update the images of existing products.

  • If you are uploading new product images, ensure they adhere to Amazon’s requirements. The optimal size for product images is 1000×1000 pixels, as larger images provide better resolution when zoomed in.

  • Use clean, high-quality images that accurately represent the product. Avoid cluttered backgrounds and focus on the product’s key features.

  • For lifestyle products, consider using images that show the product in use, as this helps customers envision how the product fits into their lives.

Highlight any unique selling points in the image, such as texture, color, or packaging details. Use images that evoke an emotional response or inspire customers to learn more.

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Monitoring Ad Performance Post-Creative Update

Once your updated Sponsored Brand Ad is live, monitoring its performance is key to assessing the impact of your creative changes.

Step 1: Use Amazon’s Campaign Manager to track metrics such as click-through rate (CTR), conversion rate, return on ad spend (ROAS), and impressions.

Step 2: Analyze how the new creative elements are influencing customer behavior. If there’s a noticeable improvement in CTR or conversions, the changes were likely effective.

Step 3: If the performance doesn’t meet expectations, consider running A/B tests with different versions of your creative. This can help identify which elements resonate best with your audience.

Continuous optimization is essential in Amazon advertising. Keep experimenting with headlines, images, and product placements to find the winning combination.

Limitations Of Editing Amazon Sponsored Brands Ads

Of course, we don’t live in a perfect Amazon advertising world and this new feature lacks a key feature that would help sellers edit their ads: A/B testing.

Currently, the only feature in Amazon Advertising’s arsenal that features A/B testing is A+ Content.

The new feature allowing sellers to edit Sponsored Brand ads doesn’t allow sellers to conduct a true A/B test, unfortunately.

The only way to conduct something even close to an A/B test would be switching your Sponsored Brands campaigns on a weekly basis, which would make accuracy a big issue.

There are week to week fluctuations in metrics, even if the ad is exactly the same. If you were to switch a product or a logo for a Sponsored Brand ad from one week to the next, how would you know if the change made the difference and not a regular weekly fluctuation? 

Key Takeaways

The biggest takeaway from this new update is obviously the ability for sellers to edit the creative for their Sponsored Brand ads. This is a game changer and no longer penalizes changes in products, logos, or even a typo in the original ad.

There are some features that we would like to see added (A/B testing), but we are pumped up about the ability to save time, money, and a lot of headache with this rollout of new features.

Let us know how this new ability is helping you and what you’d like to see added!

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Discover Us on our PPC Den Podcast

If you enjoy supplementing your long reads with audio, we cover this topic on our podcast as well. 

Listen to it in the episode below or find us on your favorite streaming platform, like Apple, Google, Spotify, and more!

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Watch Mike on YouTube

If you enjoy supplementing your long reads with video, well, hot diggity dog, you’re in luck! We cover this topic on our YouTube channel too. 

Watch it below and please don’t forget to ‘like’ and subscribe.

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