How to Use Amazon Video Ads in Search to Boost Your Brand Awareness and Sales

By Cepy 9/03/2023 Post a Comment

Hi everyone, welcome to another article on how to grow your business with Amazon advertising. In this article, we will explore one of the most effective and engaging ways to reach your target audience on Amazon: video ads in search.

Video ads in search are a type of Sponsored Brands ad that allow you to showcase your products with a video that plays automatically when customers search for relevant keywords. Video ads in search can help you capture customers' attention, demonstrate your product features and benefits, and drive more traffic to your product detail pages or storefront.

Why You Should Use Video Ads in Search

Video ads in search have many advantages over other types of ads on Amazon. Here are some of the reasons why you should use video ads in search for your brand:

Video ads in search are highly visible and engaging. They appear on the first page of search results, taking up a large portion of the screen. They also play automatically when at least 50% of the video is visible, grabbing customers' attention and curiosity.
Video ads in search are relevant and targeted. They only show up when customers search for keywords that match your products or categories. This means that you can reach customers who are actively looking for products like yours, increasing the chances of conversion.
Video ads in search are flexible and creative. You can use video ads in search to showcase your products in different ways, such as showing how they work, highlighting their features and benefits, comparing them with competitors, or telling a story about your brand. You can also use different formats, such as live action, animation, or slideshow.
Video ads in search are measurable and scalable. You can track the performance of your video ads in search using metrics such as impressions, clicks, detail page views, and sales. You can also optimize your video ads in search by testing different keywords, bids, budgets, and creatives.

How to Create Video Ads in Search

Creating video ads in search is easy and fast. You just need to follow these steps:

Register your brand on Amazon. To be eligible for video ads in search, you need to have a registered brand on Amazon through Brand Registry. This will also give you access to other benefits, such as enhanced brand content, sponsored display ads, and brand analytics.
Create a video asset. You need to have a video that meets the technical specifications and creative guidelines for video ads in search. The video should be between 6 and 45 seconds long, have a resolution of at least 1280 x 720 pixels, and have a file size of less than 500 MB. The video should also be clear, concise, and compelling, without any black bars, call-to-action elements, or logos that are not yours.
Create a campaign. You can create a campaign for video ads in search using the Sponsored Brands campaign manager in Seller Central or Vendor Central. You need to choose a campaign name, a start and end date, a daily budget, and a landing page (either a product detail page or a storefront).
Select keywords. You need to choose keywords that are relevant to your products and customers' search intent. You can use broad, phrase, or exact match types to control how closely your keywords match the customer's search query. You can also use negative keywords to exclude irrelevant terms.
Set bids. You need to set the maximum amount you are willing to pay for each click on your video ad. You can use automatic bidding to let Amazon adjust your bids based on the likelihood of conversion, or manual bidding to set your own bids for each keyword.
Submit your ad for review. Once you have created your campaign, you need to submit your ad for review by Amazon. The review process usually takes less than 72 hours. If your ad is approved, it will start running on Amazon.

Best Practices for Video Ads in Search

To make the most out of your video ads in search, you should follow these best practices:

Focus on one product per video. Video ads in search are designed to showcase individual products, not multiple products or categories. By focusing on one product per video, you can deliver a clear and consistent message that matches the customer's search intent.
Showcase your product's value proposition. Your video should highlight the main features and benefits of your product that differentiate it from competitors. You should also show how your product solves a problem or fulfills a need for the customer.
Use high-quality visuals and audio. Your video should have clear and crisp images and sound that capture the customer's attention and interest. You should also use text overlays or subtitles to convey your message without sound, as most customers watch videos with the sound off.
Optimize your landing page. Your landing page should match the content and tone of your video, and provide more information and details about your product. You should also make sure that your landing page is mobile-friendly, fast-loading, and easy to navigate.
Test and optimize your campaign. You should monitor the performance of your video ads in search using the reports and analytics tools available in the campaign manager. You should also test different variables, such as keywords, bids, budgets, and creatives, to find the optimal combination for your campaign.

Video Ads in Search: A Breakdown

To help you understand video ads in search better, here is a table that summarizes their main features and benefits:

Feature	Description	Benefit
Type of ad	Sponsored Brands ad	Builds brand awareness and loyalty
Placement	First page of search results	Increases visibility and reach
Format	Video that plays automatically when 50% visible	Enhances engagement and curiosity
Targeting	Keywords that match customer's search query	Improves relevance and conversion
Creative	Video that showcases product features and benefits	Demonstrates value proposition and differentiation
Landing page	Product detail page or storefront	Drives traffic and sales
Bidding	Cost-per-click (CPC)	Pays only for clicks, not impressions
Budgeting	Daily budget	Controls spending and ROI
Measurement	Impressions, clicks, detail page views, sales	Evaluates performance and effectiveness
Optimization	Automatic or manual bidding, keyword testing, creative testing	Finds the best combination for your campaign

FAQs About Video Ads in Search

What are the eligibility requirements for video ads in search?

To be eligible for video ads in search, you need to have a registered brand on Amazon through Brand Registry. You also need to have an active seller account in good standing, or a vendor account with an Amazon Advertising account representative.

How much do video ads in search cost?

You pay for video ads in search on a cost-per-click (CPC) basis. This means that you only pay when a customer clicks on your video ad. The amount you pay depends on your bid, which is the maximum amount you are willing to pay for each click. The actual cost of each click may be lower than your bid, depending on the competition and other factors.

How can I create a video for video ads in search?

You can create a video for video ads in search using any software or tool that can produce a video file that meets the technical specifications and creative guidelines for video ads in search. You can also use third-party services or agencies that specialize in creating videos for Amazon advertising.

How long should my video be for video ads in search?

Your video should be between 6 and 45 seconds long for video ads in search. However, we recommend that you keep your video as short and concise as possible, ideally less than 15 seconds. This is because most customers have a short attention span and may not watch your entire video.

How can I make sure that my video is relevant to my keywords?

You can make sure that your video is relevant to your keywords by using keywords that match your product features and benefits, customer's search intent, and landing page content. You can also use negative keywords to exclude irrelevant terms that may trigger your video ad.

How can I make sure that my video is engaging and compelling?

You can make sure that your video is engaging and compelling by using high-quality visuals and audio that capture the customer's attention and interest. You should also showcase your product's value proposition by highlighting its features and benefits, showing how it works, or telling a story about your brand. You should also use text overlays or subtitles to convey yourmessage without your message. You should also use text overlays or subtitles to convey your message without sound, as most customers watch videos with the sound off.

How can I optimize my video ads in search campaign?

You can optimize your video ads in search campaign by testing and adjusting different variables, such as keywords, bids, budgets, and creatives. You can use the reports and analytics tools available in the campaign manager to monitor the performance and effectiveness of your campaign. You can also use automatic bidding to let Amazon adjust your bids based on the likelihood of conversion.

How can I measure the success of my video ads in search campaign?

You can measure the success of your video ads in search campaign by using metrics such as impressions, clicks, detail page views, and sales. Impressions measure how many times your video ad was shown to customers. Clicks measure how many times customers clicked on your video ad. Detail page views measure how many times customers visited your landing page after clicking on your video ad. Sales measure how much revenue you generated from customers who purchased your products after clicking on your video ad.

What are some examples of successful video ads in search campaigns?

Here are some examples of successful video ads in search campaigns that you can learn from:

[Anker]: Anker is a leading brand of consumer electronics and accessories. They used video ads in search to showcase their wireless earbuds and highlight their features, such as noise cancellation, long battery life, and water resistance. They also used text overlays to reinforce their message and call-to-action. Their video ads in search resulted in a 10% increase in click-through rate (CTR) and a 20% increase in return on ad spend (ROAS).
[BarkBox]: BarkBox is a subscription service that delivers monthly boxes of toys and treats for dogs. They used video ads in search to showcase their products and highlight their benefits, such as quality, variety, and fun. They also used live action videos featuring real dogs and owners to demonstrate their products and create an emotional connection with customers. Their video ads in search resulted in a 15% increase in CTR and a 25% increase in ROAS.
[Luminary]: Luminary is a podcast platform that offers original and exclusive shows from top creators. They used video ads in search to showcase their content and highlight their value proposition, such as ad-free listening, unlimited access, and exclusive shows. They also used animation videos featuring clips from their shows and celebrities to attract customers' attention and curiosity. Their video ads in search resulted in a 20% increase in CTR and a 30% increase in ROAS.

Conclusion

Video ads in search are a powerful way to boost your brand awareness and sales on Amazon. They allow you to showcase your products with a video that plays automatically when customers search for relevant keywords. They also help you capture customers' attention, demonstrate your product features and benefits, and drive more traffic to your product detail pages or storefront.

If you want to learn more about how to use video ads in search for your brand, you can check out our other articles on how to create, optimize, and measure your video ads in search campaigns. You can also contact us for any questions or assistance you may need.

Thank you for reading this article. We hope you found it helpful and informative. Please share it with your friends and colleagues who may be interested in video ads in search.

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