If you are a seller on Amazon you must have seen many brands’ videos. Amazon is bringing new opportunities for sellers to advertise their products in a more innovative way through PPC campaigns. Amazon video ads are demanding and effective ads. There might be various ads like Sponsored Products, Display and Brands but Brand Video ads are trending among all the ad types on Amazon. 

In this blog we will show how you will create a PPC campaign for Amazon sponsored video, what are the best practices for video campaigns and most importantly how you will be benefited from video campaigns.

What are Amazon Brand Video Ads?

Amazon video ads an advertising video that appears on users’ search results. It is very demandable and unique rather than other PPC ad types. Not all the sellers can use video ads, only the brand-registered seller can run this ad. 

These type ads also required some keywords to be targeted to show ads by those keywords. Users can be easily directed to the product detail page by clicking on the video. It’s easier to drive potential customers to the product listing.

The most exciting part of video ads is that the video played automatically. Users do not need to play the video.

Here is a demo video video ads. It shows how a product is being used and how beneficial it is. How it’s different from other brands or products.

Video Ads vs Other Ads

Nowadays, we have seen a lot of smart device users are more likely to watch videos rather than reading some posts or text on the screen. It’s easier to capture users easily to the brands and drive traffic to product detail page,

Here is one of the stats of Amazon video Ads vs other PPC ads. It is proven that customers are more likely to click on video ads than other ads. The click through rate for video ads is almost 4 times higher than other PPC ads like sponsored products or displays. So we know the more clicks we get the more sales we can generate from our products.

How Attractive and Beneficial Is a Video Ad?

If any one searches on Amazon with any specific keywords for any products videos will be displayed on the page.

Where do the video ads appear? 

Amazon video ads can appear on site and off site depending on the ad type. We will show some of the on site video ads placed on Amazon.

• Product detail pages: Video ads can be displayed on the product detail pages.
  
  
  

• Search results pages: If anyone searches on amazon there might be a video ads on that page in the middle or at the bottom of the search result.
  
  
  
  
  
  
• Brand Stores: Video ads can be found in brand stores as well. You can see from the videos below.
  
  

Amazon video ads can also be seen outside of amazon. Like:

• Amazon Publisher Services websites and apps
• Other third-party websites and apps
• IMDb

We will discuss these ad types more briefly on our next blog . Now let’s dive into some of the on site video ads.

We searched with the kitchen sink keyword and found a lot of PPC ads but something is unique about this ad. Yes! It’s a sponsored video ad. And it shows how the product is being used. How this product can make your kitchen work easier. Just think a customer is facing hassle with the kitchen work and trying to find some kitchen products. They just searched with some keywords and an Amazon video ads popped up and showed them how the product can be helpful for their kitchen work. We would say they will definitely buy the product.

Here is another video ads for car toy items. The video ads show how cool this product can be while playing and what are the exciting things we can do with this toy. This will for sure drive some potential customers to the listing who will buy this product. Parents always want to see how a toy can be played by their children. And if they can get an idea that the toy  can be beneficial and not harmful for their children they will buy the toy. Amazon sponsored video ads can be the best way to engage some customers to the brand.

How to Create Amazon Sponsored Video Ads?

Now let’s dive into the most exciting part of this blog: how we can create Amazon video ads. For this a seller must have enrolled in the brand registry. Without a brand registry we can not create brand campaigns. Before creating video campaigns do not forget to check TOP 4 Mistakes can happen if we do not follow proper guidelines.

Step 1: Create Campaign Page

First we need to go to the campaign manager tab from seller central and navigate to create a campaign. 

Step 2: Select Sponsored Brands Campaign

Step 3: Add Some Basic Info about the campaign

After that we can simply select the sponsored brand continue button to go to the campaign creation page.

Then we have to give the campaign name, budget and start and end date or if we want to create the campaigns in the portfolio then we may have to select the portfolio as well.

Step 4: Select Right Goals for Your Business

Then there is a new feature from Amazon where we can have drive page visits and grow brand impression share. But how do these two features really help your brands?

You should also know the difference between these two to have an impactful result through Amazon Sponsored Video ads. Let’s have a look at the the features of these two options:

• Grow brand impression share: It drives brand discovery and brand growth by increasing the top-of-search impression share for your brand and your categories. This can help strengthen your share-of-voice in the Amazon store. The success metric for this outcome is “top-of-search impression share”.
• Drive page visits: It helps drive consideration for your brands and lead customers to visit your brand store and product detail pages. It serves ads across search pages, detail pages, and home pages. The success metric for this outcome is “clicks”.

Step 5: Select Ad Format

Then comes the ad format. Here we need to select the format of our ads. As we are creating sponsored video campaigns we will select video from the below 3 options.

After that we need to select a landing page. This will drive the consumer to the product detail page or store page which one we will select. If you select a store on amazon, you must need a store created on amazon.

If you do not know about Amazon Store check out this Blog: Amazon Brand Store Design and the Benefit of having an Amazon Brand Store .

Step 6: Select Product

We will get a bunch of product lists here. We can search by ASIN and add the product. But there is a shortcoming of adding a product to a video campaign..

Here as you can see we can not add multiple products in a video campaign. We can only add one product to a video campaign.

Step 7: Select Targeting Type

There are mainly two types of targeting for video campaigns but not both of them are beneficial.

First one is keyword targeting and the second one is product targeting. We always suggest using keyword targeting as we can optimize our campaigns more effectively by targeting keywords rather than products.

Step 8: Select Keywords

Most of the time everyone gets confused about this step. We will give proper insights so that you can easily make decisions and get better results than other sellers.

In this step we will add data depending on the previous data. If you are a new seller dont worry we will also talk about new sellers who do not have any previous data.

First let’s understand how we can target keywords based on the previous data. If we were already running PPC on the same item we know which keyword is doing better. We can easily pick those keywords and target them. So what type you will select for targeting broad, exact or phrase? Do not get confused. We used broad and exact keywords most of the time. If you want to drive traffic in a short period of time select the broad match type and if you want to gradually gain traffic use the exact match type. If you need more advanced data analysis check SQP Brand Analytics to pick the best keywords for your brand that has the most brand share on the market

Here you can see the suggested bids are higher than usual for video campaigns. We need to give higher bids  to generate traffic and sales. We suggest custom bids depending on these suggested bids. From our experience we noticed we need $1 dollar or upper bids to gain traffic for video campaigns.

Step 9: Select Video

The result of this campaign will depend on the campaign’s video. We need a good video for the product that will show the consumer every important detail.

If we click on the video tab it will show us a page like the one below

There are some guidelines that have to be maintained to publish the video otherwise Amazon will not approve the video for the campaign. Here are the guidelines that must be followed:

If you do not have any videos for your product you can easily create one by Amazon Video Builder.

We will select from our creative assets as we already have videos for our product.

If the video meets all the requirements given by Amazon it will show 2 green ticks by the Product and Video option.

Step 10: Launch Video Campaign

After that simply click on submit for review from the bottom right corner and wait for amazon to approve your video campaign.

Your campaign will be launched but have to wait sometime as amazon will check the video and then approve the campaigns.

5 BP Before Launching a Video Campaign

A video ad might be a game changer for your product if you follow these 5 best practices. Though it requires high CPC it can be beneficial by simply following these things. 

• You must have to select the best selling item to run Amazon sponsored video ads. Otherwise video campaigns will not be  profitable as most of competitors will be using their best selling item.
• If keyword targeting does not work, simply target the best selling competitors of yours to convince those buyers to move to your listing.
• The video must contain lifestyle usages of the product to highlight the feature of it. And this should at the beginning. The frame must change every 5 seconds so that consumers don’t get distracted.
• You have to keep the video length short so people can engage more. People prefer to watch shorter videos.
• If it’s hard to showcase key features only with video just use on screen short text to describe the product feature.

If you are still worried about PPC video ads check our Ecomclips Expert Practices. 

Results of Brand Video Campaigns

Here we will show some insights of our brand video campaigns. Hope this will clear all doubts of yours.

As you can see this is a brand video campaign and the performance of this campaign is really good for the last 30 days though the CPC is higher than normal bids the campaign is profitable. We ran the campaign with exact match type keywords to avoid irrelevant search terms. You can also bid higher and increase the budget during the peak hour. Check your peak hour from PPC Hourly Report.

Here is another graph of our video campaigns that generate over $8000 dollars of PPC sales with ACOS just over 20% which is really profitable for these accounts. Don’t be afraid to see no graph from September. This account faced stock issues from October 1st.

Insights!

We hope you now have a great idea about Amazon video ads, how this type of ad works. We tried to explain every detail to create a video campaign and where your ad will be shown. A seller can be easily benefited by following our 5 BP.

If you need any help with creating an Amazon brand video campaign, you can contact us via email at info@ecomclips.com with this blog reference.

You can also check out Our Website, www.ecomclips.com to get useful blogs that may help out your business a lot. Our team can provide you with the best solution of all time.