As part of Sponsored Brands campaigns, SB header images enable us to target customers right at the start of the search results page with target group-specific creatives. The lifestyle images used here should best show the product in use or in a suitable setting. They should clearly stand out from the gallery images and make the product more approachable. For the icing on the cake, these creatives can be adapted to different search queries.

requisitions

The images must not conflict with the landing page to which the traffic of the advertising campaign is directed. Creatives must also have a high resolution, be of high quality and be aesthetically appealing. For images, the following is not allowed and should be considered to get campaigns approved:

• Display individual or multiple product images against a monochrome or transparent background.
• Use of individual brand logos or a combination of logos.
• Use one of your selected product images
• Use of cluttered, exaggerated, poorly tailored, or illegible elements.
• Use of additional text other than the one included, which is naturally present on the image (e.g. on the product packaging).
• Using letterbox or pillarbox formats

image specifications

During photo shoots or briefings to your designer, it is best to make sure that you include and prepare the formats and requirements accordingly.

Image size: 1,200 x 628 px or larger

File size: 5 MB or less

File format: PNG, JPG, or GIF

Content: No texts, graphics, or logos were added to the image

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Ad design assets

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BEST PRACTICES

Depending on the product and search query, your creative should be carefully selected so that the target group is addressed. In the following best practice examples, we will show you how you can best implement this.

1. Identify the problem

Use your SB header image to address the specific problem that can be solved with your product. This is how you make your product approachable and pick up the customer directly. For example, if you sell a wasp spray, it is a good idea to show a scene at the dining table with a wasp. This is how you present your product as a problem solution.

2. Address different buying intentions

Adapt the SB header images to the different purchase intentions. With a pizza stone, which can be used both in the oven and on the grill, both uses can be presented individually atmospherically. For the search term “pizza stone oven”, the SB header image can represent the use in an oven. The search term “pizza stone for grill”, on the other hand, can show a grill in a summery atmosphere.

Pizza stone

Pizza stone oven

Pizza stone grill

3. Show product in setting/application

In order to be able to address the needs of potential customers more quickly, it is advisable to show the product in the setting or in use. This makes it easy to see how the product is used without even having to read the title. Since attention is generated more quickly for the affected product, experience has shown that the CTR of the campaigns also increases.

4. Show use/make product application understandable

Use Sponsored Brands Creative to make the use of your product clear. Especially for products that require explanation, this is a great opportunity to show potential customers the product application. For example, if you sell a wart treatment spray, you can use the space to explain how it works or give instructions for use. This picks up the viewer directly when they need them, which in turn increases the likelihood of a quick purchase.

5. Show product in hand

Images that only show the product against a monochrome background make it difficult for the viewer to imagine the proportions of the product. However, since no additional text may be placed in the SB header images, no size information can be given. In order to still make the product size clear, it is a good idea to show the product in your hand. There is no need for a professional model and potential customers get a better feel for the product.

6. Impress with results

With some products, it is useful for viewers to directly show the results that can be achieved with your product. This allows you to let the results speak for themselves and create an incentive to buy.

7. If there are several products: Show the selection and direct to the corresponding landing page

Show the various options for your product in the creatives. For example, if you sell a rice cooker in different colors, it is a good idea to show them in the header to appeal to a larger target group. This way, you can avoid that your creative won't be clicked simply because of the color shown. With your SB header image, you then redirect to the corresponding product subpage, which shows all available colors.

8. Clarify dimensions and usage

Make sure that you represent your product in a realistic scale. In this way, you offer potential customers an optimal basis of information. For example, you can display the product worn or combined with known dimensions (hands, shoes, T-shirt) — this prevents misunderstandings and incorrect purchase decisions and at the same time reduces the return rate.

9. Adapt to the season

Depending on the season, the focus should be on current demand. For example, if you sell a cleaning product that is suitable for both the grill and the oven, you should adapt the content of your SB header images to the seasons. In summer, the focus should therefore be on cleaning barbecues. In winter, on the other hand, the product in creatives should be positioned more as an oven cleaner.

10. View sets/bundles as gifts

If you sell your products as a set or bundle, you should place them in the SB header, especially on gift search terms. For example, if customers are looking for a Mother's Day gift, you are already communicating to the creatives that you offer the perfect set/bundle. You make it easier for the viewer because they no longer have to put together their own set, saving themselves effort and the time behind it.

11. Adapt to events

Adapt your SB header images to events such as Prime Day, Easter, Christmas, etc. If you have placed deals at certain events, such as Easter, then you can generate additional attention by adding small details to the self-service header. Since SB headers take up a lot of space, especially in the mobile version, and customers are often on the move for bargain hunting, you use this SB header to pick up the customer even more.