Amazon Sponsored Brand Video ads work well to get your customers’ attention whilst browsing through the search results. Unlike other ads, it takes an entire length of the space, and it has a higher chance of getting a higher clickthrough rate. In addition, Amazon displays the product title, reviews count, and price with the video ad, which helps make the purchase decision.
Ads position
Sponsored brand videos appear below the upper fold of the desktop and in the midsection, and at the end of the search results on mobile devices.
Things to avoid
Amazon has explained the creative guide very well on their help pages, but some of the common rejection reasons are that we have seen are – text at the corners, more than three lines of the text in a single frame, distracting imagery and sound ( for example, flashing, spinning, blinking, pulsating objects or text, or high-contrast transitions or shrill, unexpected or violent, and jarring sounds).
Targeting Options
Amazon video ads allow us to target only one ASIN per ad. So, it makes perfect sense to duplicate ads for similar products. We can also use a common video for multiple ads with different ASINs as long as the video is relevant. For example, a range of headphones.
Video ad has three targeting options. We have been using all three targeting options:
1// Keywords targeting with 3-5 top converting keywords from sponsored product ads
2// Product categories targeting
3// Product targeting
ACoS and Clickthrough Rate
- We have seen similar ACoS in the US but 3 -4 times higher ACoS in the UK for the same product.
- We have seen a much higher clickthrough rate, 1.3% with video ads compared to 0.3 % clickthrough in Sponsored Product Ads for the same product.
Video ads are still at a very early stage so, it is an excellent time to start now. We have our own Amazon video specialist team who can help you create a video and build efficient ads campaigns. Schedule a call to discuss your Amazon video campaigns today.
