Brands, brands… brands brands BRANDS!
As part of Amazon’s push to be seen as a legit marketplace for legit brands, they’ve been showing a lot of love over the last 12 months to sellers that actually want to build a brand rather just make a quick buck by private labelling the latest hot gizmo.
They’ve given Amazon IP Accelerator, to help brands get into the Brand Registry faster.
Amazon Brand Stores, so shoppers can experience each brand away from the hustle and bustle of the search results.
Amazon Posts, so brands can reach shoppers on the Amazon marketplace with branded content.
Amazon Live, so shoppers can zone out, be entertained by a brand… and maybe buy their stuff.
And now, Amazon is beta testing their first ‘self-service’ video ad format.
They’re called Sponsored Brands video, and in this post I’m going to tell you all about them, who can use them, and how to get the best results from them.
Amazon Sponsored Brand Ads
If you’re an Amazon seller, you’re probably already aware of the Sponsored Brand option in Seller Central’s Campaign manager.
Originally known as “Headline Search Ads,” they were one of the first ad formats Amazon made available to sellers.
Amazon made a number of updates to Sponsored Brands in 2019, mainly in the functionality.
These updates included Dynamic ASIN optimizations, that meant Amazon would dynamically choose which of your ASINs was most likely to lead to a conversion, and place that in the ad.
And a number of new targeting options including:
- Negative keywords – long a staple of Sponsored Product ads, Amazon finally allowed sellers to exclude poorly matched keywords in Sponsored Brand ads too.
- Dynamic ASIN Optimization – Instead of manually choosing ASINs for each keyword, you can check the “Optimize your ad” box.
Amazon’s super smart algorithm will then dynamically decide which of your ASIN’s is the most relevant based on the shopper’s search terms and automatically show it on your ad.
Up until recently, this static banner format was the only ad format available to sellers choosing Sponsored Brands.
You had the targeting options I mentioned above, and you could send shoppers to either your brand store, or a page containing 3 or more of your products, but that was about it.
Not any more!!!
Introducing Amazon Sponsored Brand Videos
For the first time on Amazon, sellers will have the option to create their own ‘video ads.’
In the words of Amazon:
“Use Sponsored Brands video to stand out in desktop and mobile shopping results and help customers discover your brand and products as they shop on Amazon.”
Just like other Sponsored Brand ad formats, these video ads are keyword targeted (i.e. they appear in search results).
And they’re PPC, so every time someone clicks on them, you pay.
But unlike other Sponsored Brand ads that could only be linked to your brand store or a page containing 3 or more of your products, video ads can be linked to a specific product detail page, thus featuring only one of your products.
Who Can Use Sponsored Brand Video?
Right now, Amazon is only beta testing Sponsored Brand Video. Booooo.
So the only brands allowed to use it are those that were accepted into the program in June of 2019.
Hopefully, it won’t be too long until they roll it out to all Brand Registered sellers.
Where Will Sponsored Brand Video Ads Appear?
When Amazon first rolled out the beta version, video ads were only placed on mobile. But as of January 2020 they also began appearing on desktop too.
Based on keyword search, Sponsored Brand video ads will appear in a shopper’s search results. And if the shopper clicks on them they’ll be taken directly to the detail page of the product featured in the video.
Where Can I Find Amazon Sponsored Brand Video?
As I said, Amazon Sponsored Brand video ads are only in beta right now, so as I write this us, it’s not available yet to us mere mortal sellers.
Once it is, it will appear as another option in the Sponsored Brand section that can be accessed through Campaign Manager, in the Advertising drop down menu in Seller Central.
Amazon Sponsored Brand Video Dos & Don’ts
- Think about length – Sponsored Brand videos can be anywhere from 6 to 45 seconds long, although Amazon ‘highly recommends’ sellers make them 30 seconds or less. Having spent
- Add captions – all videos automatically begin to play once 50% of the video is on screen, but the audio will not play unless the person seeing the video unmutes it. So if your video depends on audio, you’re going to need to add captions.
- Show Your Product At The Start – When your video appears in search results, it appeared for a very specific reason; someone is searching for a similar product (or at least a closely related keyword if you set up your targeting correctly). So show your product right at the beginning, because that’s what they’re searching for and that’s what’s going to grab their attention.
- Make it too big – All videos need to be uploaded to the Sponsored Brand Ad dashboard, and Amazon has put a 500MB limit on size.
- Forget your video loops – Once your video reaches the end it will simply start playing again. So you can either add an end graphic with your brand name to give the video an obvious end or get creative and make a video that infinitely loops and appears to have no beginning or end.
- Try to be too clever – Don’t over think your ad. The person who’s search results your video appeared in is trying to solve a problem. And, given your ad appeared in their results, it’s probably a problem your product solves. So keep it simple and bring to life how your product can help them and solve their pain points. That way, they’re far more likely to engage with your ad and click through to your detail page.
Although Sponsored Brand video is in beta right now and isn’t available to all sellers, once Amazon rolls it out it will be another powerful tool to stand out in the search results.
If you want to get a jump on your competition, start learning how to put together videos now (or find someone who already knows) so that once they do make release to the whole of Brand Registry you can hit the ground running.
You can learn more about Amazon Sponsored Brand video here.