Dustin and Kris discuss Amazon PPC and Amazon sponsored brand video ads. How to use them and how to get them created on the cheap!
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Amazon PPC: Sponsored Brand Video Ads and How to Create Them!
– Hello everyone and welcome to Episode 63 of Two Amazon Sellers and a Microphone, brought to you by Sellozo. Chris, what’s happening man?
– Not much, how you doing?
– I’m good. I’m doing good. Like-kind of a really cold, frigid snowy day here in Kansas City.
– Part of the frozen tundra. It’s like five degrees outside.
– It’s, it’s brutal. The only positive is my son is, his entrepreneurial spirit is coming out, he’s shoveling driveways like crazy in the neighborhood making money, so that’s a good thing about the snow. Man, it is freezing. This is brutal out here right now.
– What’s the? What’s a driveway cost these days?
– Well, he asked me and I said, “Well, I don’t know, you can ask like five or ten bucks”, and then he comes back and he’s been charging everybody twenty and they’re giving it to him. I’m like, that’s awesome. Way to go. Way to go.
– Yeah, could buy himself a snowblower for next year.
– Yeah no kidding, but it’s been yeah, so, this snow ain’t going anywhere, that’s for sure. We’re stuck in a, and it’s, I don’t know what is it, thirteen degrees? That’s brutal. That’s rough.
– So cold. So cold.
– Anyway, anyway, let’s get onto the topic for the day. Today we’re gonna talk about sponsored brand video ads. There’s a lot to talk about here, Chris, I mean, these are just working so well right now.
– Yeah, I mean these are, these are ads that I’m sure people, especially if you listen to this podcast, you’ve seen ’em, you’ve seen them on the listings, you’ve seen them on the search result pages, you’re either doing them. But, Dustin, today we just wanna talk about how they get it done, and why they do ’em, and you know, why they are so much, they convert so well, you don’t have like a big production to get a video done. I did one for my product with just my iPhone, and just get a bunch of like 30-second clips, and then had somebody off Fiverr piece ’em together, throw in a bit of color and text in it, then that was it, and it still works well. So the video was free for me to make, and it cost me probably, I don’t know, less than 100 bucks for a virtual assistant just to splice together and make it look good. So that’s it.
– Yeah, and we’re seeing that across the board with our clients, too, and I think we should talk first about why they are working so well right now. I mean, one is, there’s no videos on Amazon until now. Okay? When you’re scrolling, everything has been static. You’ve been looking at pictures and pictures, so when all of a sudden you see a video, it stops the scroll. And to your point, it’s not like it needs to be a Hollywood production, it just needs it, it’s so different than what they’re seeing. I saw one the other day that was, it was a dog, and it was just kinda like dancing around,
– Yeah, me too.
– And it was brilliant. I mean, it, I stopped, I couldn’t tell you what the product is, but I stopped and I looked at that, and I was like, just amazing. That’s one reason why they work so well. Another reason is ’cause not everyone’s doing it. It’s not saturated yet. So, it’s cheap to get in, you’re gonna get exposure, and it’s gonna stop the scroll. So, Chris, why don’t we talk just number one, how would you go about setting up a sponsor video ad?
– Yeah, good question. Well, I would make sure I have all my products. Every video, every product that I offer, I would make sure that I have at least a sponsor brand video ad running, for each one of those. I would also make sure that the ad, the video ad, is going to catch their attention like within the three seconds or two seconds, maybe three seconds is too short or too long, but I wanna get that attention, like when you saw that dancing dog. I know exactly which one you’re talking about, I’ve seen the same one, but I have no idea what the product is.
– Yeah, yeah.
– I’ve just seen this little dog hopping around, jumping up and down, and that just sticks with me. What I always talk about with you is the air filter, with this lady sitting in a, in a green screen and all this dust just falls on her, and then the company that sells the filter just puts a filter over her head, and the dust goes out on the outside, and that’s it that’s all it took. Like, that’s the video.
– But it’s brilliant.
– Yeah, it worked good. It probably only cost like 30 minutes of time, and a few edits, and boom they were done.
– Mhm. The reason is the same on TikTok, and everywhere else too for sure.
– Yeah, I mean, it’s something you can get creative once and use it on your website, and use it on your social media, and send ’em in your emails, but they convert like crazy, and the reason they’re converting like crazy, it’s just something new to Amazon. Like, people, they’ll get used to seeing it, I’m working on one now, let me show my screen. But, it’s more of what people see it, it kind of catches their eye. So it, when I see this, and I’m looking for a dog brush, we always talk about dog brush, when I see this, immediately it makes me wanna click on it, and kind of look at it, but, yeah, they convert like crazy, and that’s definitely something that you do, ’cause you’ll get a lot of conversions out of ’em.
– This one that you’re looking at, people that are listening to the podcast, this is a dog brush and a dog nail clipper set, I mean it’s really such a simple video, there’s nothing going on, there’s like a show, it’s animated, and it’s just showing that I could basically brush over a dog’s hair, and that’s it. I mean, there’s nothing to it, but it looks, okay number one, it looks professional, it looks like it’s a super high-quality brand, okay, so it’s automatically differentiating itself from everybody else, and there is a lot of stuff that we’re looking at on this page, and that’s the only thing that I see. So, I mean it’s like, those other things that are on there don’t exist to me because you’re just looking at this. Alright so once you have the video created, what are the steps to actually launching the ad?
– You just have to go into your ad campaign, so go to campaign manager, you will then go to click sponsor brand ad, or they ad type will be “sponsor brand ad”, so you got sponsor products, sponsor brand, you got sponsor display, you pick sponsor brand. And then there will be a section that says the video, you’ll have three different options on the next section, I think it’s ones like headline ad, storefront, and then you got video. You’ll click on the video, you will have to upload a video, and it will need to meet Amazon’s type of, like, requirement, I don’t know their requirements off the top of my head, but it’s at least like, 9 or 10 different things. Most of what you’re gonna upload is gonna be met, the 45 seconds or less I believe it is, it has to be a certain size, so it’s pretty easy to do, and somebody that, like I mentioned, they can pretty much cut it to that dimensions. But that’s it. You put it in there, you pick the keyword you wanna go after. Now, there’s no like custom text anywhere, you can’t like make a custom text. You could do a different video, for like, different keyword, and kind of like grab that attention, so like this dog brush we’re looking at, they could start off the ad with, “Looking for a dog brush for long hair dogs?” or something like that, that could be a strategy, and then like, three different videos for different keywords, you kinda get the attention or ask a question in the video so people, when they scroll down, it could say like, “Looking for a dog brush?” and uh, yeah I am actually, and you’ll click on it. That’s it, you just put in a couple of keywords, you can put however many you want. Something I’ve done is always use a broad match, and then I put my name keyword as a broad match. The reason for that is, is I want that video to be everywhere. If I’m selling a dog brush, and they’re typing “dog brush for long hair dogs”, or “dog brush for short hair dogs”, I wanna be sure that I at least have a video ad running, just in case somebody else does, and I can get my video to show. So once you put in your few keywords, put in a couple of bids in there, upload the video, it’ll go to review by Amazon, it doesn’t take too long, and then you’ll have a video ad up and running. One thing I will suggest is when you make the video ad, in the title of the campaign name, so when you make your campaigns, something I normally do is like, put the campaign types, like sponsored product would be “SP”, sponsored brand would be “SB”, but in this case, I would do “SB-video”, so I know it’s a video ad, I’m going through my campaign manager, or if I’m using Sellozo, and we do automate these as well, as far as optimizations go, but that way you know it’s a video ad, and another thing I like to do is put the keyword that I’m using in the title so I can quickly just glace at it like, “Okay, this is sponsored brand video ad, with the word ‘dog brush’ as a broad match.” And then I could go, “This is another sponsored brand video ad with the broad match, but the keyword is ‘dog brush for long hair dog’” or something, or whatever it is. But that way, when I’m going on through, I have an idea where everything is, you don’t have to click on everything. But yeah, once you get them up and running, they’re just gonna be live.
– Yeah, well you bring up a whole ‘another point, that’s just regardless to whether you’re doing sponsor brand video or not, the way you name your campaigns is so important. We talk to clients, and they’ll connect to Sellozo, by onboarding them and looking at their campaign names, and there’s no way to know what’s going on if there’s weird names or generic names on there, so being really specific in the way that you name your campaigns will help you manage them for sure. Alright, now back to the videos, so you’ve launched, it’s been approved, it’s showing, where are you seeing in terms of the cost per click compared to a sponsored product? Is it higher, lower? Where are you there?
– Yeah, it’s starting to creep up a little bit, it’s not anywhere near close to sponsored brand cost per clicks, because obviously, that’s where everybody spends a lot of their advertising dollars, but the sponsored product, or sponsored brand ads, god, we’ll get confused talking about these, but the sponsored brand video ads, their cost per clicks are lower, I can see those going up. One cool thing that I’ve noticed, over the last, I don’t know, last month, is Amazon’s added more inventory to where they’re showing these video ads, so it’s not only gonna be on page one, but I’m seeing them on the bottom of page two now, page three, they’re showing up more and more, I would imagine next year at this time, we’re gonna be talking more about video ads all over, you know, page one, there’s probably gonna be a section of just videos, where people can just go watch videos about products, so yeah, the cost per clicks are low, but the conversion rates are crazy high, which is good.
– That’s the key. I mean, when you have a similar cost per click, and sponsored probably through your conversion rates are probably a lot higher, which makes for your cost to be a lot lower.
– Sure.
– Which is what you want. I mean, this is just something, when we’re just seeing that in a lot of the accounts we manage, where the sponsored brand video are just killing it, and I like a lot of the tips that you pointed out too, where you can really be targeted, I mean, if you can add that the keyword into the video, and just make that video specific to that particular keyword, targeting just that keyword, it can be a win-win, I mean it can really get their attention, ’cause it’s exactly what they were looking for. I do think as this rolls on, it’s just like anything that, as Amazon rolls it out, there’s less competition at first, your quality doesn’t have to be as good, you know it’s gonna be cheaper, and it’s gonna be, it’s gonna work, but as it goes and goes and goes and more people adopt this into their strategies, obviously the costs per click are gonna go up, it’s gonna be more competitive, and then, the quality down the road, the quality of videos, I mean it matters obviously now, but you’re gonna, it’s going to matter a lot more later when people are looking at these ads, and there’s a lot of ’em if you see a bad quality one, but after a good quality one, it’s gonna convert worse, so I think we’re all gonna have to be watching it, and being sure that it’s in our road map for the feature, is making sure that our videos are working on high-quality videos for the future of this ad space.
– Yeah, I mean, and they are gonna get, they’re gonna make better quality ones, I mean, right now, you could probably get away with a couple of slideshows, and a couple of pictures, and put some music behind it, and that would be it, but I think, just like anything, moving forward, having a good quality video, and we’re looking at one right now. This is all, this is his, all this is is just somebody brushing their dog with a brush, this is a different type of video than what we saw before, but this just, this was on repeat, it’s only like 20 seconds long, and it’s just a lady using a de-matting brush to de-mat her golden retriever, it looks like, and then she just throws a couple strikes through it, and then she just shows the brush to the camera, and that’s it. Took her 30 seconds, maybe less to make.
– This is iPhone for sure, just in front of a white wall, and there’s, what’s amazing about this, is as a shopper if I’m looking for a dog brush, just looking at this video and seeing the amount of hair this brush got off, `with like three strokes, three brushes, is gonna sell me on it, right?
– Sure, I mean, and I think golden retriever’s one of the most popular dogs out there,
– Yep.
– So, this is gonna relate to a lot of people. But yeah, it’s super simple. 20 bucks and I get all this hair on my dog, okay, I’m buying it.
– Yeah, no, sponsor brand video ads are something that everyone should be testing out, I mean, from what we see, as long as you’re targeting the right keywords, and it’s, it’s not an ultra-competitive niche, this is gonna be a good ad type for you that’s not gonna waste a lot of money. You’re gonna, it’s gonna convert well for you, so if you’re not doing it, you absolutely should be doing it. And then of course once you’re running them, if you don’t want to go in and manually adjust the bids every day, well, you can turn the Sellozo optimizer on for it, and our tool will adjust the bids, so that way, you can just decide how aggressive you wanna be with your target A costs on that campaign, and our tool will adjust those bids daily for you. So you know, we fully support sponsored brand video inside this Sellozo platform as well.
– Yeah, I imagine sometime in the future, we’re gonna be able to have the creation of sponsor brand video ads, I would imagine. That might be kinda cool to have, somewhere in the app where you can create video ads. But to create ’em, it really is simple. You could go to Fiverr, up work, just look for somebody that creates video ads or social media video ads, or you could go to Google and type, “social media video maker”, there’s a ton of them out there, and you just have to pay a small fee probably, and throw up some images, and download the file and off you’re going, so, definitely, something to focus on. I would do it if you don’t, if you don’t have any video ads, definitely do it, because you’ll just convert your product better, and you’ll move up the rankings.
– Absolutely. Well everyone out there, if you’re looking for, to do sponsored video ads, or just help in your advertising in general, on Amazon, you can go to Sellozo.com, up in the top right, you can click, book a demo, you’ll get a demo with either Chris or myself, we’ll show you the inside of Sellozo and how our tool will help automate the optimization process, there’s a lot of cool features, you’re gonna love what you see, just let all the different things we can do with campaign mapping, and automating everything, from QER discovery, negative QER creation, daily bid adjustments, the whole bit, we will walk you through all of it, it’ll make your life so much easier, as an Amazon seller to have that process automated, so go to Sellozo.com, book a demo with either Chris or I, we’ll talk about anything you want Amazon on that call as well. Also, if you wanna hear more content like this, make sure you’re subscribing to our podcast, also you can subscribe to our Facebook page, our YouTube, the Sellozo YouTube page, this page on LinkedIn, we’re going live with all of this content, every time we record the podcast, we got out buddy Ryan Cramer from PingPong Payments commented while we were on here saying hello, so we’d love to have you comment live, ask your question as well, about anything we’re talking about, we love to do that. Alright, I think we covered a lot there, Chris. Do sponsored brand video ads, guys. It’s gonna make a big difference for you if you’re not doing it, and hopefully, we’ll be chatting with you on a live demo for Sellozo. Alright, until tomorrow guys, have a great one. See ya.
– See ya.