In today’s digital world, where online shopping is thriving and brands constantly strive to capture the attention of customers, Amazon Sponsored Brands Video has emerged as a powerful tool for captivating and engaging potential buyers. In this article, we will explore Amazon Sponsored Brands Video, its benefits, best practices, and how it can help brands achieve their marketing goals on the largest online marketplace.
Amazon SBV is an advertising feature offered by Amazon that allows brands to showcase their products through captivating video content within search results and product detail pages. By leveraging this feature, brands can effectively connect with potential customers in an engaging way, highlighting the unique features, benefits, and selling points of their products.
Benefits of Amazon Sponsored Brands Video
Amplified Product Visibility: Videos have proven to grab attention more effectively than static images or text-based ads. By utilizing SBV, brands significantly enhance their product visibility, enabling them to stand out amidst the competition. This feature empowers brands to vividly tell their brand story, leaving a lasting impression on shoppers.
Improved Conversion Rates: The dynamic and visually appealing nature of videos plays a significant role in boosting conversion rates. By showcasing products in action, potential customers gain a deeper understanding of their functionality, leading to increased trust and a higher likelihood of making a purchase. According to Amazon, brands that use Sponsored Brands Video experience superior conversion rates compared to traditional ad formats.
Increased Brand Awareness: Sponsored Brands Videos not only promote individual products but also contribute to building brand awareness. By incorporating brand logos, color schemes, and messaging within the videos, brands reinforce their identity and make a memorable impact on potential customers. This heightened brand exposure can lead to long-term benefits, including repeat purchases and customer loyalty.
Best Practices for Creating Amazon Sponsored Brands Videos
Concise Content: In the online shopping environment, attention spans are limited. It is crucial to create concise videos that effectively deliver key messages. Aim for durations of approximately 15-30 seconds, focusing on highlighting the most essential product features and benefits.
Demonstrating Product Functionality: Showcasing products in action allows potential customers to visualize their usage and builds confidence in their performance. Emphasize how the product solves a problem or fulfills a specific need to effectively engage viewers.
High-Quality Production: Investing in professional video production ensures visually appealing and high-quality videos. Crisp visuals, clear audio, and smooth transitions contribute to a captivating viewing experience. Professional production values also reflect positively on your brand’s image.
Targeting Relevant Keywords: Selecting appropriate keywords aligned with your product and target audience is crucial. Amazon utilizes these keywords to match your ad with relevant search queries, ensuring that your ad reaches the right audience at the right time.
Testing and Optimization: Regularly monitor the performance of your Sponsored Brands Videos and make data-driven decisions to optimize their effectiveness. Experiment with different video formats, messaging, and targeting options to identify what resonates best with your audience.
Directing to Storefront: While this may not make sense for every ad campaign, we have found that Sponsored Brand Videos that direct to the Storefront perform well for brands with large catalogs.
Example of Strong Sponsored Brands Video
Envision Horizons’ collaborated with Amazon to build out a case study on beauty brand Milani’s success utilizing Sponsored Brands Video. Check out the full case study on Amazon’s website here.
Milani Cosmetics partnered with Envision Horizons to enhance its Amazon Ads strategy and drive greater awareness and conversions among category-level shoppers. They focused on testing the effectiveness of Sponsored Brands video ads in achieving these goals. Envision Horizons analyzed the success of the SBV campaigns and identified key insights:
- Using both generic and branded keywords: Envision Horizons found that a combination of generic and branded keywords within Sponsored Brands video campaigns yielded strong performance. Generic keywords generated higher impressions and clicks, while branded keywords delivered better ACOS, ROAS, and click-through rates. This approach helped achieve both awareness and conversion objectives.
- Short keywords perform better: Short keywords (two words or less) outperformed longer keywords (three words or more) in Milani’s Sponsored Brands video campaigns. Short keywords drove significantly higher ad-attributed sales, indicating their effectiveness in capturing shopper interest.
- Importance of phrase match type: Envision Horizons discovered that phrase match keywords drove 72% more sales compared to a combination of broad and exact match keywords. This match type proved valuable in generating sales attributed to advertising efforts.
Envision Horizons emphasized the significance of having the right video creative that aligns with the product and category being promoted. For Milani, the focus was on showcasing product performance rather than the brand story, which helped differentiate their offerings and engage shoppers.
Additionally, Envision Horizons highlighted the impact of dynamic creative assets, particularly in beauty categories. The high-definition, detailed shots of the products and demonstrations on various models likely contributed to the exceptional performance of the ads.
Overall, Milani’s partnership with Envision Horizons and their strategic implementation of Sponsored Brands video ads proved successful in increasing awareness, engagement, and conversions among category-level shoppers on Amazon. Learn more about Envision Horizons services here.
Amazon Resources
Here are some links to Amazon’s resources that can help you utilize the tool effectively:
Amazon Sponsored Brands: Video Ads – This page provides an overview of Amazon SBV, its benefits, and how it can help drive engagement and conversions: Amazon Sponsored Brands: Video Ads
Amazon Advertising Console – This is the platform where you can create, manage, and monitor your SBV campaigns. Access the Amazon Advertising Console here: Amazon Advertising Console
Sponsored Brands Video Best Practices – To optimize your SBV campaigns, Amazon provides best practice recommendations. Explore the guidelines to improve your videos and maximize their impact: Sponsored Brands Best Practices and Guide to Sponsored Brands Video Ads
Remember to refer to these resources and stay up to date with any changes or updates made by Amazon to ensure your Amazon Sponsored Brands Video campaigns are effective and aligned with Amazon’s guidelines.
Conclusion
Amazon Sponsored Brands Video is a powerful tool for brands aiming to captivate online shoppers and drive conversions. By utilizing this feature, brands can enhance their product visibility, engage potential customers in an immersive manner, and build brand awareness.
