Table of Contents
Introduction
In a world dominated by visual content, video ads have become an essential tool for capturing potential customers’ attention.
This is especially true on Amazon, where video ads stand out on pages filled mostly with static images, making viewers more likely to click and engage.
Amazon introduced Sponsored Brands Video Ads in 2020, offering an untapped potential for eCommerce sellers to gain a competitive edge.
In this comprehensive guide, we’ll explore how to effectively use Amazon Sponsored Brands Video Ads to boost your eCommerce sales in 2024.
We’ll cover everything from the basics of these ads, how to create them, best practices, and expert tips to maximize your advertising success.
What are Amazon Sponsored Brands Video Ads?
Amazon Sponsored Brands Video Ads are a relatively new advertising format introduced by Amazon in 2020.
These ads typically appear halfway down the first page of search results, occupying more real estate and standing out more than traditional static image ads.
This increased visibility can significantly enhance your click-through rates (CTR) and conversions.
Key Benefits of Sponsored Brands Video Ads:
- Higher CTR: The average CTR for online video ads is 7.5 times higher than that of display ads.
- Engaging Content: Video ads allow you to show how your product works, making it easier for customers to understand and engage.
- Increased Information Delivery: You can convey important product details in a bite-sized, visually appealing format.
Who Can Use Sponsored Brands Video Ads?
To use Amazon Sponsored Brands Video Ads, you must meet the following requirements:
- Be part of the Brand Registry program.
- Have an active Seller Central account.
- Be an active Amazon seller.
- Obtain approval from Amazon for your video content.
How Do Sponsored Brands Video Ads Work?
Sponsored Brands Video Ads operate on a pay-per-click (PPC) model. You bid on specific keywords, and if you win the bid, Amazon displays your video ad to users searching for those keywords.
The video plays automatically (muted) as users scroll through the search results.
Video Ad Specifications:
- Optimal Length: Keep your videos between 15-30 seconds.
- Video Dimensions: Vary based on placement (e.g., 300 x 250 for home page on desktop).
Step-by-Step Guide to Setting Up Sponsored Brands Video Ads
Step 1: Get Inspiration
Drawing inspiration from competitors can help spark creative ideas. Analyze what others are doing and identify opportunities to improve or differentiate your content.
Step 2: Create the Video
Use Amazon’s Video Creative Builder for a straightforward video creation process. Alternatively, hire professional video creators from platforms like Fiverr or Upwork for high-quality production.
Step 3: Set Up the Ad Campaign
- Log into your Seller Central account.
- Navigate to the Advertising tab and select Campaign Manager.
- Choose Create Campaign and select Sponsored Brands.
- Fill in the campaign details (budget, name, dates).
- Select Video as the ad format.
- Upload your video and target product.
- Specify your target keywords and bid amount.
- Submit for approval (approval process takes up to 72 hours).
Best Practices for Amazon Video Ads
To maximize the effectiveness of your video ads, follow these best practices:
1. Keep Your Video Short
Aim for videos between 15-30 seconds to maintain viewer engagement.
2. Create Educational Content
Showcase how your product works and highlight key features without unnecessary fluff.
3. Optimize for No Sound
Use striking visuals and subtitles since the video will play muted by default.
4. Skip the Fancy Intro
Get straight to the point to capture attention quickly.
5. Follow Amazon Guidelines
Ensure your video meets Amazon’s quality standards to avoid rejection.
How Eva Can Help
Eva Commerce is a leading eCommerce technology company dedicated to helping brands achieve profitable growth on Amazon, Walmart, and other marketplaces.
Our unique AI platform, combined with expert support, enables brands to optimize their advertising strategies and make data-driven decisions.
Eva’s AI platform is the only context-aware advertising solution that integrates inventory levels, conversion rates, and profitability metrics across all marketplaces, not just Amazon.
Our experts analyze this data to determine the best actions for your advertising campaigns, ensuring maximum efficiency and ROI.
As an Amazon Advanced Partner and Walmart Strategic Solution Partner, Eva also collaborates with industry giants like TikTok, eBay, Shopify, Google, Meta, Wayfair, Faire, and more.
By focusing on profitability, Eva ensures sustainable growth and helps brands invest in the most effective multimedia mix for their marketing efforts.
Ready to take your Amazon business to the next level? Book a free consultation with Eva Commerce.
FAQs
Amazon Sponsored Brands Video Ads are a type of PPC ad that allows you to promote your products with engaging video content on Amazon.
Use compelling visuals, keep videos short, and focus on demonstrating product usage to engage customers and drive sales.
You must be part of the Brand Registry program, have an active Seller Central account, and obtain Amazon’s approval for your video.
Use Amazon’s Video Creative Builder, keep videos between 15-30 seconds, and optimize for no sound with striking visuals and subtitles.
Keep videos short, create educational content, optimize for no sound, skip fancy intros, and follow Amazon’s guidelines.
They have higher CTRs, allow for more engaging content, and can significantly boost your eCommerce sales.
Dimensions vary based on placement, such as 300 x 250 for home page on desktop and mobile.
No, Amazon’s guidelines prohibit the use of customer reviews and star ratings in video ads.
Approval typically takes up to 72 hours, depending on compliance with Amazon’s requirements.
Eva Commerce provides an AI-powered platform and expert support to optimize your advertising strategies, ensuring maximum efficiency and ROI.
Conclusion
By following this guide and utilizing Amazon Sponsored Brands Video Ads effectively, you can boost your eCommerce sales in 2024 and stay ahead of the competition.
For further assistance, consider partnering with Eva Commerce to leverage our expertise and cutting-edge technology.
