Brand search terms will use the same Sponsored Products logic from 1 October
We continue to improve Sponsored Products, ensuring ads align even better with what customers are searching for. From now on, brand search terms will be evaluated in the same way as other search terms. This ensures one consistent approach for all ads, where visibility is determined by the combination of relevance for the customer and bid.
Until now, a separate method was used to evaluate ad relevance for brand search terms. From 1 October, we will use the same advanced logic as for other search queries. This better assesses which ads match the customer's search intent.
For all search queries, the combination of relevance and bid determines which ads become visible. The better an ad matches the search query, the stronger its starting position in the auction. Relevance also affects the price paid for a click.
What does this mean for you?
For you as an advertiser, this means you can include brand search terms even more deliberately in your Sponsored Products campaign strategy. This allows you to be present when customers are specifically searching for your brand. Your product range can also become visible when it relevantly connects to the needs of customers who are considering other options.
You do not need to adjust your campaigns by default. Based on your own campaign goals, results, and product range, check whether brand search terms are relevant to your strategy.