Sponsored Brand Ads (SBA)
Sponsored Brand Ads increase the visibility of your brand and give you the opportunity to highlight three products at a time with a single headline, clickable logo and brand logo.
Where are SBA displayed on the Kaufland marketplaces?
SBA are displayed above the search results/product list on search result and category pages. This way, customers see the SBA ads before the other search results.
Requirements for participation in the Sponsored Brand Ads programme
In order to take part in the Sponsored Brand Ads programme, you must either be the owner of the brand or have an authorisation from the brand owner to use or advertise the brand. To activate SBA, you will need to send one of the following forms of proof to support-spa@kaufland-marketplace.com:
- Brand ownership: Registration of your brand in a register held by the patent or trademark office which identifies you as the owner of the brand.
- Permission of the brand owner: Signed document (e.g. scanned or via DocuSign) on the brand owner’s letterhead, including excerpt from the trademark registry:
Example text: “We hereby confirm that [name of your business] is an authorised distributor for our brand, [name of brand], and may place this advertising, e.g. in the form of Sponsored Brand Ads, on the Kaufland marketplaces.”
Your e-mail should include the name of your Kaufland shop, your customer number and the brand(s) that you want to advertise for. If you own or are authorised for more than one brand, please attach documents for each brand in one single e-mail, as you may only advertise for these specific brands. The Kaufland Global Marketplace team will review your attachments and provide you access to SBA as quickly as possible. If you have questions, please contact support-spa@kaufland-marketplace.com.
How are my ads calculated?
Sponsored Brand Ads are not performance-dependent: Costs only arise when a customer clicks on the ad.
The minimum CPC for Sponsored Brand Ads is €0.50. The premium placement at the very top of the page not only ensures improved performance for single products, but also a significant branding effect: Your logo, appealing images and a concise headline will be displayed prominently.
Where can I find Sponsored Brand Ads in the Seller Portal?
- In the Seller Portal menu, click on Services and then select Sponsored Brand Ads.
2. After your account has been activated, you can log in via the Seller Portal by using Marketing Tools > Sponsored Brand Ads.
How do I create SBA campaigns?
To create a campaign, use the Seller Portal to open Marketing Tools. From there, select Sponsored Brand Ads. If you already have access to Sponsored Brand Ads, log into the Seller Portal with your regular login data.
- Be sure that you have “Sponsored Brand Ads” selected at the top right in the tool.
- Go to the Campaigns menu item.
- Click on the +New campaign button.
- Follow the instructions on the page and save your campaign.
- Your campaign must first be activated by Kaufland Global Marketplace before it goes live.
- You can edit your campaign by viewing your campaign list and clicking on the campaign in question. This will bring you to the detail page.
Guide to creating a campaign
Before your SBA campaigns can go live, they must be reviewed and activated by Kaufland Global Marketplace. The campaign will be activated within two working days if it meets the following criteria:
Landing page:
- The landing page should show content that is relevant for the products/brands advertised. No external links or links to single product details pages will be accepted.
- You have the option to advertise your campaign landing page or your brand shop with Sponsored Brand Ads. Be aware that these are active for the entire Sponsored Brand Ads campaign period.
Advertising text:
Format:
- Maximum 60 characters (including spaces)
- One line (no headline or subheader)
- Correct spelling, grammar and punctuation
- Not only uppercase letters (e.g., do not write “FOR YOUR HOME”)
Legal requirements:
No comparisons or embellishments: Avoid superlatives, as well as unprovable claims such as “the best, the cheapest, the most popular” or any kind of comparison with other brands.
Language and tone:
- Simple and familiar, informal but always friendly
- In the appropriate language for each sales channel (e.g. Czech for Kaufland.cz)
- On Kaufland.de and Kaufland.at: Use “du” to address the customers.
- Avoid gender-specific forms of speech (use the generic masculine in German)
Tips for writing the headline
- Only use the word “discount” if the products are actually being offered for reduced prices. ↩︎
- Ad campaigns and holidays (e.g. Christmas): Make sure that the length of your campaign lines up with your messaging. ↩︎
Logo:
- high-resolution image (not pixelated, not cropped)
- Format: 90×50 px
- The logo must represent the brand for which you are the owner or have permission to advertise. If you want to advertise a brand that has not been reviewed by the Kaufland Global Marketplace Advertising Team, please submit the necessary documentation.
- The logo must correspond with the brand of the products advertised.
- only products from one brand may be advertised
User-defined image:
Quality and optics:
- high resolution and excellent quality
- aesthetic and visually appealing
Limits on content:
- no overlapping elements such as logos or text (exception: A logo or text is allowed if it appears naturally in the image, such as on product packaging or elements within the depiction [e.g. a logo on a TV screen])
- no price information, advertising messages or marketing texts
- The images must portray or be relevant to the products and brand advertised. They may not conflict with the landing page.
Format requirements:
- 320×340 px
- not overloaded
- no unnecessary elements
- cropped accurately
- no letterbox or pillarbox formats
- not a pack shot of the product with single-colour or transparent background
- not simply a brand logo or a combination of logos
- not plain text on graphics on a solid or transparent background
Positive examples
Authentic and visually appealing images:
Only add text if it occurs naturally in the image, e.g. as part of the product’s packaging
Examples that are invalid
Images with overlapping or overloaded elements such as text, logos or symbols:
Pack shots with a single-colour or transparent background:
Images that are made up only of brand logos or combinations of logos:
Images in letterbox or pillarbox format:
Images that are plain text or graphics on a solid or transparent background:
FAQ
How can I determine a good ACoS (advertising cost of sales)?
A good ACoS depends on the goal of the campaign:
- Increasing revenue: The target ACoS will be determined by the profit margin of the product.
- Product recognition: When promoting new products, a higher ACoS may be acceptable for the short term in order to ensure long-term profits and organic visibility.
The ACoS for Sponsored Brand Ads (SBA) may be higher in comparison to Sponsored Product Ads (SPA) because the minimum CPC (cost per click) is higher, the placement is limited to one position per relevant page and SBA makes branding effects possible.
What should I do if I have a high ACoS?
A high ACoS can be caused by the following factors:
- Intense competition: High costs per click in a competitive campaign
- Product performance: Insufficient purchases due to price, reviews or branding
Review your product data and optimise them if necessary in order to provide high-quality information. More details can be found in the Product Data Guidelines.
Compare your products to those of your competitors in terms of price, function and reviews. If you can’t optimise anything, consider changing your campaign to exclude products that perform badly or keywords that aren’t creating conversions.
Why aren’t my ads generating impressions after I’ve created them?
- Not yet activated: SBAs must be activated by the KauflandGlobal Marketplace Advertising Team. The “Review pending” status indicates that your campaign is still in review. This process can take up to 2 working days.
- Products unavailable or no BuyBox winner: In order for Sponsored Brand Ads to be shown, there must be at least 3 relevant products which are in stock and have won the BuyBox. We strongly recommend that you select at least 5 products per campaign to ensure that enough are available.
- Campaign structuring and product categories: In order to increase visibility, campaigns should be structured by product category. This improves the relevance of the ads and increases the likelihood of meeting the requirements for product quantity.
How can I tell if my campaigns have been rejected?
A campaign will be rejected if it does not meet the requirements (see Guide to creating a campaign). When you next log into the SBA tool, you will receive a pop-up notification with details about the rejected campaign and the reasons it was rejected. The status will change to “Pending campaign adjustments”.
You’ll find the notification in your notifications area, as well:
Update your campaign respective of the reasons given. After the necessary changes have been made, the status will automatically change to “Review pending” and the campaign will be reviewed again for approval within the next two working days.