Amazon Ads Sponsored Brand Video ads are a campaign-style to help brands and manufacturers drive brand awareness and consideration for their brand and products on Amazon. Amazon customers can be targeted through keywords, categories and products for a short video to appear in the search results page, where Amazon customers are ready to make a purchase. As customers continue to engage with short form video, this Amazon ad campaign can increase awareness and impressions so that when a customer is ready to make a purchase they think of your brand and products. This post will cover an overview of Amazon Ads Sponsored Brands, how to set up an Amazon Ads sponsored brand video campaign, and how Sponsored Brand Video can make your entire advertising strategy more effective.
Amazon Ads Sponsored Brand Video Overview
Amazon Ads Sponsored Brand Video is a subset of Sponsored Brands that lets advertisers upload a video between 6 and 45 seconds to appear in the search results to share product information, brand identity, and generally get customers aware of you. The aspect ratio for the Sponsored Brand Video must be 16:9 and the video itself must be 500MB or smaller to comply with Amazon's requirements. Although audio is encouraged, Amazon automatically mutes all videos in search results. We recommend adding subtitles to your video to enhance viewer engagement. If you don't have a video to use, you can utilize Amazon's Video Builder tool, which includes ready-to-use customizable templates that allow you to insert your own lifestyle images and create a video using still images. To create a highly engaging video, the first few seconds need to capture the audience's attention and curiosity. Keep your video brief and straight to the point, aiming to spark curiosity rather than detailing every feature. Make sure your video is professional, high quality, and educates the potential customer about your product and the problem it solves.
How to Set Up an Amazon Ads Sponsored Brand Video
Once you have a video that complies with Amazon’s Video and audio specifications and is in accordance with the acceptance criteria and ad policy, you are ready to set up an Amazon Ads Sponsored Brand Video. There are many ways to configure ads but here is an overview on how to set up an Amazon Ads Sponsored Brand Video.
Log into your seller account, navigate to the advertising tab, and click on Campaign Manager.
Click on "Create Campaign" and for the campaign type select "Sponsored Brands".
Decide on a name for your campaign, edit the start data and daily budget, and Campaign Goal.
Select “Video” for the Ad format and if you want to drive traffic to the product detail page or storefront.
Select the product you want to advertise.
Choose either product or keyword targeting type.
Choose a match type and enter keywords to target.
Create and name your ad group and upload your video.
Launch campaign
There is a period for Amazon to review that you are in compliance with the ad specifications. If your video ad is approved, it will begin to run immediately or on the designated start date.
Improve Ad Effectiveness Using Multiple Ad Campaign Types
Brands that utilize Sponsored Brand Video alongside Sponsored Product and Sponsored Brand campaigns see an increase in overall sales and click-through rate compared to brands that just use Sponsored Product and Sponsored Brand ads. Amazon's Analytics team ran a test in 2019 - 2020, and here is what they found:
Brands that used Sponsored Brands video for the first time saw a 21% sales increase the next month, compared to those that didn’t.
Brands that added Sponsored Brands video to Sponsored Products and Sponsored Brands campaigns increased sales by 10% and CTR by 25%
This study shows that a full funnel marketing strategy including Sponsored Brand Video to build awareness and Sponsored Products campaigns can engage with brands while they are browsing and then show when customers are in the ready to purchase mindset. Combining multiple campaign types can lead to better overall performance.
Frequently Asked Questions - Amazon Ads Sponsored Brand Video FAQ
What is Amazon Ads Sponsored Brand Video?
Amazon Ads Sponsored Brand Video is an Amazon Advertising video ad type that serves a video towards targeted keywords, products and categories to Amazon customers to build awareness about your product and brands.
How to Make a Video for Amazon Ads Sponsored Brand Video?
You can make a video for Amazon Ads Sponsored Brand Video by utilizing the Amazon Sponsored Brands Video Builder tool. This tool lets you upload images to put together a short video if you do not have the capabilities or resources to make the video yourself.
How to Create a High Engaging Amazon Ads Sponsored Brand Video?
To create a highly engaging Amazon Ads Sponsored Brand video, the first few seconds need to capture the audience's attention and curiosity. Keep your video brief and straight to the point, aiming to spark curiosity rather than detailing every feature.
What are the Specs for Sponsored Brand Video?
The Sponsored Brand video needs to be between 6 and 45 seconds, have an aspect ratio of 16:9 and under 500MB.
Where does Amazon Place Sponsored Brand Video?
Amazon places Sponsored Brand videos in the search results at the top, middle, and the bottom footer. You can also find these videos on product detail pages.
What are the Benefits of Sponsored Brand Video?
The benefits of using Sponsored Brand Video is showcasing your brand and products to new potential customers using visually appealing video content.
Where do customers go when they click on your Sponsored Brand Video?
When customers click on your video ad on Amazon, they will either go directly to the product detail page or the storefront depending on how you set up the campaign.
How many products can you promote with a Sponsored Brand Video campaign?
At the moment, you can only promote one product within your sponsored brand video campaign. If you want to promote multiple products, you will need to create additional campaigns.
What are the bidding options for Sponsored Brand Video?
The bidding options for sponsored brand video are either using a cost-per-click (CPC) model or a cost per 1,000 viewable impressions (VCPM).
How do I get my video to show up at the top of the Amazon search results page?
In order to have your product show up at the top of the search results, you will need to ensure you are targeting relevant search terms for the product you are advertising. Additionally, since Amazon operates on an auction-based bidding system, you will need to have a competitive bid in order to be placed at the top of the search results.
Conclusion
Amazon Ads Sponsored Brand Video is an advertising campaign style that should be used to accomplish your awareness goals for selling on Amazon. By targeting customers using video content, brands can increase their overall brand awareness and sales when combining sponsored brand video campaigns with their other campaigns. Creating engaging video and dialing in your targeting strategy is the foundation to having a successful sponsored brand video campaign. If you need help structuring your ad campaign and understanding its performance, reach out to us with questions in the contact us form below.
About the Author - Albert Podshivaylov
This post was written by Albert Podshivaylov, an Account Manager at Goat Consulting. Albert helps his clients sell on Amazon by increasing sales, mitigating risk, reducing costs, and solving problems. He has expertise in setting up and running Amazon Ads Sponsored Brand Video Ads that align with the overall Amazon selling strategy of his Goat Consulting clients. If you want help setting up Amazon Ad campaigns, or assist with other aspects of selling on Amazon, Albert is happy to help. Please reach out through our contact form to start the conversation.