Sponsored Brands Video ads | Let's chat about 'em ⬇️
First and foremost, let's set aside expected results for a quick minute.
What role do video ads play in the customer journey? 🗺️
Video ads are scroll stopping.
They show up at the top of search, middle of search, and on the PDP as you make your way down to the reviews.
Video ads can also be more disruptive than Sponsored Product ads.
Not only do they stop the scroll, but they capture your attention.
With SBV, you have up to 45 seconds to capture attention, and drive awareness.
This is an incredibly valuable asset that allows you to stand out on a busy SERP.
You have 45 seconds to stop the scroll, and educate your customer as to why your product is the best.
--------------------
🔶 We recommend all high search intent keywords to be driven to a product specific video.
🔶 Your first five seconds matter. Find a way to capture attention quick. (The video below is a GREAT example of this.
🔶 Do NOT rely on audio to drive the attention of your video.
🔶 Lean into AI for quicker video production.
🔶 Align your video with the appropriate targeting.
- Branded search can be driven to a brand video, with multiple products.
- High intent search should be driven to the appropriate video and landing page.
"Protein" can be served a video with all of your protein products and flavors.
"Whey Protein" should be served a video of your whey protein product.
🔶 If your video ads are not performing well, check your conversion rates and your CPC's.
- If you have a high CVR, its probably not a creative or targeting problem, but a bid optimization issue.
- If you have a low CVR, its probably a creative or targeting problem. Take a look at your video and make sure it aligns with the search intent of the keywords you are targeting.
***One thing to note, SBV ads CAN be more expensive than the other ad types due to limited inventory.
Sometimes it takes higher bids to win the same placements as an SP ad. If this is the case, focus on expanding your keyword research and optimize your bids more aggressively / focus on improve your creative so that you can afford the more premium placements due to your heightened CVR.