𝐖𝐡𝐲 𝐀/𝐁 𝐓𝐞𝐬𝐭𝐢𝐧𝐠 𝐢𝐧 𝐕𝐢𝐝𝐞𝐨 𝐀𝐝𝐬 𝐢𝐬 𝐄𝐬𝐬𝐞𝐧𝐭𝐢𝐚𝐥
In the fast paced world of Amazon Ads, continuously testing your video ads is crucial for staying ahead. It’s not just about running ads but finding the right content that engages, converts, and improves efficiency. By testing different video approaches, you can make data driven decisions that evolve with changing consumer behaviour.
Recently, we conducted an A/B testing, comparing two video ads: one focusing on product features (14 seconds) and another offering practical tips and size guidance (22 seconds) aiming to see how content adjustments would impact key performance metrics.
𝐑𝐞𝐬𝐮𝐥𝐭𝐬 𝐒𝐮𝐦𝐦𝐚𝐫𝐲-
🔷𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐑𝐚𝐭𝐞𝐬- We noticed that New video significantly outperformed the older one. Conversion rates for the new video soared from 15% to 38%, while the old video saw a smaller increase from 12% to 17%. The new video’s practical usage tips and size guidance likely played a key role in driving better audience engagement and higher conversions.
🔷𝐀𝐂𝐎𝐒- While the old video maintained a higher ACOS of 60%, indicating lower ad efficiency, the new video started with a high ACOS but gradually dropped to 27%, showing better cost efficiency over time.
🔷𝐂𝐏𝐂 𝐂𝐨𝐦𝐩𝐚𝐫𝐢𝐬𝐨𝐧- Although the CPC for the new video was higher at £1.20 compared to the old video’s £0.60, the improved conversion rate and reduced ACOS made it more cost-effective in the long run.
🔷𝐂𝐓𝐑 𝐂𝐨𝐧𝐬𝐢𝐬𝐭𝐞𝐧𝐜𝐲- Interestingly, both videos maintained a consistent CTR, reflecting steady audience interest and engagement. However, the more informative content of the new video was clearly more successful in converting that interest into actual sales.
𝐂𝐨𝐧𝐜𝐥𝐮𝐬𝐢𝐨𝐧-
This A/B testing showed that continuously testing video content can drive significant improvements. Although the new video had a higher CPC, it led to much better conversions and reduced ACOS, making it more cost-effective overall. The additional value provided through practical tips and product guidance helped customers feel more informed, which led to a noticeable boost in sales.
Ultimately, the data highlights that even small content adjustments can significantly impact ad performance. Brands that embrace A/B testing and make data-driven decisions will see better results and continue to improve over time.