If you’re new to Amazon or just want a quick refresher, this video is for you. Amazon Advertising Video is a specialized advertising program within the Amazon Marketing Services (AMS) platform. It’s a new way for brands to promote their products on Amazon by using video ads instead of traditional product advertisements.
With more than 500 million monthly active users on the site and over 200 billion product searches per year, it’s no wonder so many businesses are taking advantage of the opportunity that Amazon Advertising Video provides.
However, with so many options and details involved, it can feel like getting started isn’t as simple as signing up and beginning your campaign. Luckily, we have everything you need to know about how to get started with Amazon Advertising Video and what you need to know before doing so.
What is Amazon Advertising Video?
Amazon Advertising Video is a specific type of Amazon Marketing Services (AMS) ad that features a video in place of a product image. They can be used to promote your products directly on Amazon or on third-party websites and apps.
These ads are great for promoting products to specific audiences with targeted messaging. They allow for longer-form content than the standard product listing, including ways to tell a story or provide more information about your product.
How Does Amazon Advertising Video Work?
When creating an ad campaign, you’ll first begin with choosing your product type, selecting the Amazon product page on which those products will be displayed, and selecting your audience. From there, you’ll create your ad.
You have up to 5,000 characters to write your ad copy, and you can also include up to 10 images and up to 20 seconds of video. After creating your ad, you’ll select an ad type and choose your bid for the ad.
Your ad will then be added to the next available ad slot. Once it’s live, you’ll be able to track the performance of your ad and make changes as needed. You can also set up conversion tracking to measure the performance of your ad and help you determine how much to bid on future ads.
How to Get Started with Amazon Advertising Video?
First, you’ll need to decide which type of ad is best for your campaign. Amazon has two types of video ads: Product Display Ads and Sponsored Product Videos. Product Display Ads use your product images, but with a video overlay.
These can include up to 20 seconds of video content. Sponsored Product Videos are full-video ads that are created specifically for Amazon. These ads use the same process as creating a product listing, but they have higher engagement rates, longer average view times, and more conversions.
Next, you’ll need to set up an Amazon account if you don’t already have one. Your account will need to be verified, and you’ll need to set up payment information, tax information, and location information.
You’ll also need to set up tracking for your ad campaigns. You can set up tracking directly within the ad platform or by creating a campaign within the Amazon Marketing Services (AMS) platform.
Amazon’s Two Types of Video Ads: Sponsored Product Videos and Product Display Ads
Sponsored Product Videos – Sponsored product videos allow you to promote your product directly on the Amazon product page and add an overlay with your video.
Product Display Ads – Product display ads let you show your product on a third-party site or app with an ad that includes a video. These ads are exactly like creating a product listing, but they have a video instead of an image.
You can also create Sponsored Product Display Ads that show your product image and video on Amazon while displaying your ad on other third-party sites and apps.
How Much Does Amazon Advertising Cost?
The actual cost of Amazon Advertising Video depends on a few different factors. The first is the type of ad you choose, and then the second is the actual bid you set for your ad. The third thing is the targeting of your ad and how much it costs to show your ad to that specific audience.
The fourth is the conversion rate of your ad. Amazon will charge you for each item sold as well as any applicable fees. For sponsored product ads, actual cost per click (ACPC) is determined by the actual amount you bid. For product display ads, actual cost per view (ACPPV) is determined by the ACPC plus the cost per view (CPV).
Selecting the right ad format
When determining the best ad format for your campaign, you’ll first want to consider the goals and objectives of your ad. After all, you want to be sure you’re setting yourself up for success by choosing the right ad format. You’ll also want to consider the product you’re promoting.
Product Display Ads will work well if you have a smaller product or one that might not be as interesting to your audience. However, if you have a more visually appealing product, Sponsored Product Videos might be the right choice for you.
You’ll also want to consider the Amazon marketplace you plan to advertise in and the products your competitors are using.
Targeting options for your Amazon Advertising Video
You can select your location, language, device, and platform for your ad as well as adjust your audience and targeting options. Your location determines which Amazon marketplace you can advertise in.
Your language determines the language in which your ad will be displayed on Amazon. Your device will determine which devices your ad can be displayed on. Your platform determines where your ad can appear on the Third Party website or app.
Your audience targeting options include selecting keywords, choosing from pre-made audience lists, or creating your own custom audience list. You can also select the device targeting options such as device type and operating system.
Estimated Bid, Unique Bid, and Actual Bid
When setting up your ad, you’ll need to enter an estimated bid. This is just a guess of what you think the right amount to bid will be. You can then track the actual bid of your ad, which is the amount Amazon actually charged for your ad.
You can also view your ad’s actual conversion rate, which will tell you what percentage of people who saw your ad ended up converting. You can adjust your estimated bid at any time. However, you should make sure you’re tracking your actual bid to make informed decisions.
How to measure success with Amazon Advertising Video?
There are several different ways you can measure the success of your Amazon Advertising Video. First, you’ll want to track the conversion rate of your ad. A good goal is to have a conversion rate of at least 1%.
You can also track your ACPPV and ACPC to determine how much your ad costs per click and per impression. Another way to measure the success of your ad is to use the Amazon sales rank.
The sales rank will tell you how well your product is doing on Amazon and what its rank is compared to other items. You can also track how many sales your ad is responsible for, as well as how many impressions your ad receives. You can also track other metrics within the ad platform, such as how many views your ad receives.
Is Amazon Advertising Video Right for Your Business?
Amazon Advertising Video is an incredibly powerful way to promote your products on Amazon. These ads allow you to showcase your products in a much more visual way and provide more information about your products and business.
By creating an ad featuring a video, you’ll be able to create a more personalized advertisement that may resonate better with your audience than a standard product listing.
These ads are also much more engaging than a standard product advertisement. If you’re looking to expand your reach and grow your business, Amazon Advertising Video is a great way to do so.
About Amazon’s 3 Types of Video Ads
The first crucial detail you need to know about Amazon Advertising Video is the three different types of video ads that you can create for your campaigns. In a nutshell, these three types of video ads are:
- Sponsored product videos- These are the most common type of video ads and are used to promote a specific product.
- Sponsored brands videos- These are only used to promote a brand or products from a specific brand.
- Product display ads- These are used to display the product image, a short product description and a call to action button.
Other Important Details to Know When Getting Started with Amazon Advertising Video
You should also be aware of several other important details about the Amazon Advertising Video platform and its features before getting started. These are:
- The detail page URL of your product (sometimes called the ‘product page URL’ for short) is the page where your video is most likely to appear.
- Product display ads will only show up on the detail page of your product.
- Sponsored product videos can only appear on the search results page, the detail page and in the Amazon-owned shopping app.
- You can’t edit the product description or add keywords to the product detail page.
- You can’t use a call to action button in your product display ad.
3 Tips for a Successful Amazon Advertising Video Campaign
Now that you know all the basics, it’s time to put your knowledge to practice and create a successful Amazon advertising campaign. Here are our top 3 tips for doing so:
- Create a video that speaks to your audience and is on-brand.
- Make sure your video is long enough and has the right format.
- Select the right target audience for your video ad to maximize your ROI.
Amazon Advertising Video benefits
There are a lot of benefits to Amazon Advertising Video from increased visibility and brand awareness to increased sales and sales velocity. However, before we get into those benefits, we should note that there are two major Amazon Advertising Video advantages that are not listed above.
- Increased Brand Awareness – As we’ve already explored, there are over 500 million users on Amazon. That’s a lot of people to introduce your brand to. By advertising on Amazon, you have a chance to reach a massive, highly engaged audience that’s actively looking for new products to purchase.
- Increased Sales Velocity – Not only are Amazon customers looking to buy new products, but they’re also looking to buy them now. With Amazon’s speedy delivery, you can reach these customers even faster than you may have been able to before.
The difference between Sponsored Products and Advertising Video
If you’re planning to use both Sponsored Products and Advertising Video, you may be wondering what the difference is between the two. You’ll want to keep in mind that Sponsored Products are text-based advertisements that appear on the search results page, detail page, and the Amazon-owned shopping app.
In comparison, Amazon Advertising Video is a video that appears on the search results page and detail page. As you can see, these two marketing strategies have some differences, but both are used to drive traffic to your product pages and increase your sales.
Keep in mind that Advertising Video can also be used to promote your brand as well as your specific products.
Which type of Amazon advertising is right for your business?
Now that you know all the ins and outs of both Sponsored Products and Amazon Advertising Video, it’s time to put your knowledge to use and choose the right type of Amazon advertising campaign for your business.
While both advertising types have their own unique benefits, the key to choosing the right one is to determine which one will drive the most qualified sales for your products. To do this, you’ll want to take into consideration several important factors such as your budget, existing sales, and product category.
How Much Does Amazon Advertising Video Cost?
Now that we’ve covered what Amazon Advertising Video is, the different types of video ads, the important details that you need to know and our top 3 tips for a successful campaign, the last thing you may be wondering is how much Amazon Advertising Video costs.
The short answer is that the cost for Amazon Advertising Video will depend on the type of campaign you choose. For example, if you want to create a Sponsored Products campaign, you’ll have to pay for each click (CPC) based on the Amazon search rankings of your product.
However, when you create an Amazon Advertising Video campaign, you’ll pay a set price (CPM) per 1,000 views.
Who Can Use Amazon Advertising Video?
Any brand or seller on Amazon is able to use Amazon Advertising Video. You’ll just have to follow the sign-up process once you have an Amazon seller account. However, you do need to make sure that your product and images are high-quality and are relevant to the Amazon customer base.
Furthermore, any product that you want to promote must be listed on Amazon. This means that your product has to be listed in at least one marketplace.
Is Amazon Advertising Video Worth It?
Now that you know everything there is to know about Amazon Advertising Video, we think you have a better idea of whether or not this type of Amazon marketing is right for your business.
However, we’ll leave you with one final thought: Amazon Advertising Video is a great way to increase your sales and maximize your ROI by reaching the right customers at the right time.
Now that you know everything there is to know about Amazon Advertising Video, we think you have a better idea of whether or not this type of Amazon marketing is right for your business. For more information, visit our website and follow us on social media for more helpful insights and tips.