Updated: Oct 4, 2020
If you are a Brand Registered seller on Amazon, you’ve probably already had the ability to showcase your product videos within listings, on your store page and within A+ content. But now, you have an additional way of using video, though Sponsored Brands - Video Ads for Desktop and Mobile.
This is really exciting because now you can appeal to buyers on the search results page, without having them click through to your page or storefront where a video might live.
What are Video Ads?
Amazon has introduced Video ads (for mobile and desktop) under the “Sponsored Brands” umbrella. While these ads are very different from the traditional headline search ads we know of, the one thing that’s common is that they capture a very large portion of the real estate on the search results page.
The ad shows up at the bottom of the Search Results page on desktop and at about position #20 on mobile.
Here are some characteristics of this type of ad:
Displays at the bottom of the Search Results page
Targets a single product
Leads to the product details page
Is auto playing, no clicks required
Is muted by default, and can be unmuted by shopper
Can be no longer that 45 seconds, recommended 15-30 seconds
Fires on page load, so by the time someone scrolls down to the bottom, the video has already been playing for a while
Here is an ad we spotted on the mobile platform:
Setup, Reporting and Performance Metrics
On the setup and reporting side, here are some additional details about this type of Ad:
This is a pay-per-click (PPC) ad, as opposed to the pay per impression (CPM) model on the managed services side
Supports keyword targeting with broad, phrase and exact match types
Supports negative keywords with phrase and exact matches
Currently has no reporting on new-to-brand metrics
Reports can be pulled from the standard location and can also be scheduled on a recurring timeline.
At this point, we are a few months into running some of these ads and have seen a great ACoS that is much lower than our ACoS on other types ads, but this was achieved with lots of ‘keyword babying’ and optimizations, so I wouldn’t generalize so early.
So far, the results look promising and we would definitely take advantage of this ad type for all of our brand registered clients.
How to succeed with Video ads
Everyone knows that video is huge. I am reminded of this interview by Rick Cesari titled Video persuasion on Amazon which is packed with great insights on how top sellers are using video to engage customers and drive conversions.
The way to engage customers with these (mostly) top-of-funnel ads is to create really engaging and eye-catching content, that rapidly progresses from idea to idea.
Ideally you want to showcase the:
Product - Close-up, 360 view and usage-in-context
Benefits - One or two key benefits
Key features - One or two key features, if your product cannot be explained with less
Since these ads run on infinite loop, don’t just focus on the opening shot but on all of it. Consider the video as a collection of mini-videos that could each stand alone. Since the ad loads at page load, by the time a buyer scrolls down to the ad, it is already in motion. Keep that in mind when you get to the creation step.
If you haven’t yet figured out your strategy for Sponsored Brand - Video Ads, hit us up at firstname.lastname@example.org. We might be able to work with you on your strategy through a 1-on-1 consultation.
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