Kaufland Sponsored Brand Ads: brand ads above the search results

Where SBA appear

According to Kaufland, Sponsored Brand Ads are displayed above the search results or product list on search result and category pages – customers see them before the other results. An ad shows three products, a headline, a clickable logo and the brand logo. A click on a product leads to the product page; a click on the image or logo leads to the landing page you set in the campaign – for example your brand shop or a shop page filtered by category.

SBA and SPA compared

• Sponsored Product Ads promote a single offer within the results list (SPA and ACoS explained).
• Sponsored Brand Ads promote the brand with three products above the results list and can link to a shop page.

Both are performance-based formats according to Kaufland: you pay only for clicks, not for impressions. SBA suit you when you have several products of the same brand for the same search term and want to build the brand; SPA when a single product needs sales.

Requirement: brand authorisation

SBA are open only to sellers who own the trademark themselves or have been authorised by the owner. Kaufland requires proof by e-mail to its SBA support and reviews it before access is granted. After that you reach the tool in the Seller Portal via Marketing tools › Sponsored Brand Ads. Allow time for the approval if you want to use SBA before the season (season checklist).

Keywords: automatic or manual

Depending on the promoted products, Kaufland matches your ads to relevant search queries automatically; alternatively you select keywords manually to control where the ad appears. To start, use the terms for which your products already sit organically on page 1 or 2 – there the brand is relevant, and the ad reinforces visibility instead of replacing it (keyword research).

Measuring the effect: organic and sponsored separately

A brand ad above the results list does not change the organic position of your products – but more sales through the ad can improve it over time. That is why it pays to record organic and sponsored positions separately (positions explained): if the organic position rises during the campaign and holds after it ends, the ad paid off twice. If it stays unchanged, you are buying visibility only for the duration. Also keep an eye on whether competitors advertise on your brand terms (competitor analysis).

Frequently asked questions