In today’s fast-changing digital world, the attention span of viewers is quite limited. And if you are a marketer, you might be aware of the effect video and images have on grabbing a buyer’s attention. For example, Amazon sellers use Amazon advertising as a foundation for their business.
If you sell your business on Amazon, you need to understand how leveraging Amazon sponsored brands video advertising can give your content maximum exposure while increasing organic leads.
The ecommerce business has exploded in 2021 with a 19.5% increase in online businesses. This makes it evident that using all the advertising metrics available is essential for your growth.
Therefore, one of the best ways to gain more visibility for your business is using Amazon-sponsored brands video ads.
Before we jump to how you can leverage Amazon sponsored brands ads, let’s dive into a bit of detail about what Amazon sponsored brands video ads are.
When shoppers browse through search results, Amazon sponsored ads immediately grab their attention. This makes Amazon brand ads a great way to increase the rate of conversions and clickthroughs.
When customers begin their searches, these video adverts are fixed around the products related to their search keywords.
Thus, shoppers with greater purchase intent will interact with such videos to learn more about the brand and its products before clicking the product listings.
This increases the chances of a buyer purchasing your product than that of a competitor’s. If you know how Amazon brand ads work, you might also know that you can use images, texts, and videos to create ads.
However, you must not forget that only people registered with your brand can access this feature. In addition, Amazon-sponsored brands video ads are usually keyword targeted.
These ads use a cost-per-click approach. This means you pay only when an audience shows interest in purchasing your listed products.
There are three essential elements in Amazon sponsored brands video ads. These are auto-play video, product details, and a mute-toggle button.
Hence, your video advert will automatically start playing once half of it is showing on the screen. The video will be muted by default, and you can unmute it whenever you want. The audience can unmute the video by clicking on the mute toggle button.
The duration of the video ad can be anywhere between six seconds and one minute. It is strongly recommended by Amazon to use videos that are over 30 seconds or less.
In the sponsored brand videos, the ads will repeatedly play in a loop. This means once the advertisement finishes playing, it will automatically repeat.
Amazon sponsored brand’s video ads usually play the most when users actively look for associated products and services. This means Amazon can put your video footage out there during the highest point of influence.
Users are at the most exciting times that aspire to purchase decisions inside them. This is when the unique selling point of your product can make the most difference.
In relation to the video format, Amazon considers three key benefits. These are it increases engagement, makes your content more relevant and directly integrates your video.
Video adverts are known to make a big difference. However, it would help if you used keyword targeting to pinpoint a relevant audience with the highest intent level for purchasing your products.
You must deliver your ads at a crucial moment and in the most engaging manner.
Like every other Pay Per Click ad running campaign sponsored brands video ads to require bidding using specific keywords, once you place the right keywords, your products will be ranked among the top search results for Amazon.
This will give your products more impressions from potential buyers. Alongside that, here are a few tips you can use to leverage Amazon-sponsored brands video ads.
Since your ad involves bidding, you need to remember that your budget will compete with other companies’ budgets.
The higher you bid, the greater exposure your products will get and hence, more sales. Therefore, when deciding the budget you are willing to spend, your market’s niche will play a huge role.
Moreover, this will also depend on how you spend your money on Amazon. Generally, the cost of your advertising will be six percent of the sales you expect. So it’s better f you do not cross it.
Given that the attention span of your viewers is so limited, the type of content you include in your Amazon sponsored brands video ad will play a crucial role in determining the traffic towards your products.
So first, you must have a transparent, eye-catching, and descriptive title to grab your audience’s attention right away.
This is mainly because the title is the first thing your audience will look at. Secondly, you must comply with the image requirements of Amazon.
Furthermore, keep the needs of your audience in mind. Think about what your audience needs from the products you sell and how your products can cater to those needs.
Finally, make sure the quality of your video is on point. If you want to ensure high-quality videos, you can hire a videographer to do all the video-content-related work for you so you can display your ad precisely the way you want to.
Using keywords plays a crucial role in determining your search result rankings. In addition, the keywords you use will significantly affect the category of your product and the advertising costs.
Make sure the keywords you use have enough search volume. If you don’t want your budget to get out of hand, use not that competitive keywords.
Outbid your competitors to maintain a higher PPC ranking. Consider using distinct keywords for both PPC and SEO.
Once you are happy with the video ad/Amazon video ads you have created, go through the entire submission procedure. It may take 72 hours or longer for your video to get approved.
If your video is not up to the mark and does not meet all the requirements, there are chances it may get rejected.
However, if you don’t want your video to get rejected, you can follow the specifications for video and audio below.
Did you know, your potential customers who browse through your product listings see a similar format each time? Well, now you do.
This format is a part of Amazon’s procedure of creating a consistent shopping experience. This is why Amazon’s brand ad does not follow the same old design.
Once the structure breaks, it makes a focal point. This automatically draws the audience’s attention towards this unique visual element.
In addition, some videos automatically start playing without audio, which creates an extraordinary motion for the eye and draws an eye-catching experience.
Additionally, with the digital world developing fast, search engines are becoming more advanced. However, it must be remembered that videos and pictures will also be a part of that advancement.
Since Amazon has unfolded ways to monetize several tools, it is possible for your brand to be ahead of time and already create video content with exceptional viewership rates.
With this new ad type, your products will be able to stand out from your competitors. Your brand will be able to tell a compelling story and attract viewers at a much faster rate.
With the changing landscape of Amazon, it is imperative to retain the attention of your audience. Unfortunately, the search results for Amazon are repeatedly filled with sponsored and recommended products rather than those that are ranking organically.
Sponsored brands video ads are very appealing since they work both on mobile and desktops. This eventually means that regardless of the device someone uses, they can quickly be served with a sponsored brands video ad.
In addition, these ads are straightforward to set up using the sponsored ad creative builder. With the proper support, Amazon sponsored brand’s video ads can originate several conversations and sales.
When you advertise your products using Amazon sponsored brand video ads, it will add a unique punch to your entire online advertising strategy, which will make your brand stand out from your competitors.
Once you find ways to stay ahead of your competition using the correct advertising targets, it can boost your sales in no time.
If you want to ensure your ads are effective, Amazon’s product monitoring system can be a lifesaver! Let us help you manage your Amazon ads today!
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If you’re running an e-commerce or retail business, you already know that visibility is everything. The best product in the world won’t sell if no one sees it. That’s where paid ads for ecommerce comes in.
Done right, they drive traffic, conversions, and repeat customers.
Done wrong, they drain your budget and leave you wondering what went wrong.
Whether you’re spending $500 a month or $50,000, your goal is the same: profitability. Not just clicks, and certainly not just impressions. You want to turn ad dollars into real, predictable revenue.
So how do top-performing e-commerce and retail brands make their paid ads work?
What are they doing that you’re not?
This guide breaks it down step-by-step, so you can start running profitable ads with confidence.
Before you launch a single campaign, you need clarity on your audience and goals. Are you trying to boost first-time sales? Increase average order value? Each objective requires a different strategy and metrics for success.
Don’t fall into the trap of launching ads just to “see what happens.” Paid media works best when it’s part of a bigger strategy. So before you log in to Google Ads or Meta Ads Manager, get specific about what success looks like.
If you want to run profitable paid ads, knowing your numbers is the foundation of your entire strategy. Without a clear understanding of your margins, break-even points, and how much you can afford to spend to acquire a customer, you’re essentially gambling with your ad budget.
And in e-commerce, that can get expensive fast.
Let’s start with the most critical numbers you need to know:
Your break-even ROAS tells you the minimum return you need on your ad spend to not lose money. It’s calculated by dividing 1 by your gross profit margin.
So if your margin is 50 percent, your break-even ROAS is 2.0. That means for every $1 you spend on ads, you need to make $2 in sales just to break even.
For example, let’s say you’re running Facebook Ads and spending $1,000 on a campaign. If your break-even ROAS is 2.0, you need to generate at least $2,000 in revenue to avoid losing money. Anything above that is profit. Anything below that eats into your cash.
Once you know your numbers, you can reverse-engineer your ad strategy instead of throwing money into the void and hoping for results. For instance, if your AOV is low (say $25), you might struggle to profit from ads unless you have a very low COGS or high conversion rates. In that case, you might want to:
On the other hand, if your AOV is $150 and your margins are strong, you have more room to compete in ad auctions, bid more aggressively, and test multiple audiences and creatives without instantly wiping out your profit.
A lot of beginner advertisers focus entirely on immediate return from ads. That’s understandable – but short-sighted. If you’re breaking even or slightly losing on the first sale, that might still be a smart move if you’re building long-term customer relationships.
That’s where Customer Lifetime Value (LTV) comes in. If you know that your average customer places three orders a year, each worth $60, then their LTV is $180. If you spend $40 to acquire that customer with your first ad, but earn $140 more over the next 12 months, that ad was extremely profitable in the long run.
Top e-commerce brands build their paid strategies around LTV-to-CAC ratio – how much they earn over time compared to what they paid to acquire the customer.
A healthy ratio is usually 3:1 or higher. So if you’re spending $50 to acquire a customer, you want to earn at least $150 from that customer over time.
Once you understand your numbers, you can plan your ad spend with precision. You’ll know exactly:
Let’s say you want to make $5,000 in profit this month, and your product has a 50 percent gross margin. That means you need $10,000 in sales. If your target ROAS is 2.5, you can spend up to $4,000 in ad spend to hit that goal. With those numbers in hand, you now have a roadmap for campaign budgeting, not just a shot in the dark.
Every ad platform has strengths. But if you try to use them all at once, you’ll burn through your budget without learning much. Instead, pick one or two that align best with your business model and customer behavior.
If you’re selling visually appealing products like apparel, skincare, or home goods, platforms like Instagram and TikTok can deliver strong returns – especially with the right creative. If you’re focused on high-intent buyers, Google Search and Shopping Ads are goldmines. And if you’re targeting professionals or B2B retail buyers, LinkedIn may offer surprising results.
Test channels strategically. Start with the one that matches where your customers spend their time and scale from there. The best platform for you is the one where your ideal customers are already shopping, scrolling, or searching.
One of the biggest mistakes retailers make is casting too wide a net. You don’t want everyone to see your ad – you want the right people to see it.
On Google, this means targeting high-intent keywords that signal buying behavior. Focus on terms like “buy,” “best,” “free shipping,” or product-specific searches. On Facebook, Instagram, or TikTok, you’ll want to dial in your custom audiences using demographic data, lookalikes, interests, and behavior.
Don’t forget retargeting. Most people won’t buy the first time they visit your site, but retargeting brings them back when they’re ready. Set up ads that follow people who viewed a product, added to cart, or engaged with your brand but didn’t check out.
The more relevant your targeting, the more efficient your spend and the higher your return.
Creative is the make-or-break factor in most e-commerce ad campaigns. You can have perfect targeting and the right product, but if your ad doesn’t grab attention in the first two seconds, it won’t convert.
Your creative needs to do three things quickly:
Use high-quality product photos or videos. Show your product in action. Highlight a clear benefit or solve a specific problem. Incorporate customer reviews or user-generated content to build trust.
For paid social, test multiple creatives at once – video vs. image, UGC vs. branded, short-form vs. long-form – and let performance data guide your iterations. On search platforms like Google, focus on copy that’s compelling and packed with relevant keywords. Test different headlines and descriptions to see what gets the best click-through rate.
Sending paid traffic to your homepage is a rookie mistake. You want every click to land on a page that’s designed to convert. That means fast load times, mobile optimization, and a clear call-to-action.
If you’re promoting a specific product, send users to that product page and not your full catalog. If you’re offering a bundle or a seasonal deal, create a dedicated landing page with copy, visuals, and layout tailored to that offer.
Remove distractions. Reduce friction. Make it stupid-easy for people to buy. The less effort it takes, the more sales you’ll see. And don’t forget to A/B test. Sometimes a simple tweak to your headline or CTA can double your conversion rate overnight.
Once your ads are live, your job isn’t done. In fact, this is where it really begins. You need to monitor performance regularly, looking at more than just the surface-level metrics.
Click-through rate (CTR) tells you how well your ad is capturing attention. Conversion rate shows how well your landing page is sealing the deal. ROAS tells you how profitable your campaign is. And CPA helps you compare efficiency across different products or audiences.
Watch for early indicators of success – or failure.
Treat your campaigns like living systems. Tweak, test, and improve them continuously.
Once you find a winning combination – an ad, offer, and audience that works – it’s time to scale. Increase your budget gradually while keeping an eye on performance. Scaling too fast can tank your results, so go step by step.
Duplicate high-performing campaigns to test new audiences or creatives. Experiment with upsells, bundles, or time-limited offers to increase AOV. Layer in email or SMS marketing to retarget paid traffic and drive repeat sales.
And just as importantly, don’t be afraid to kill underperforming ads. If something isn’t working after a reasonable test period, cut it. Your budget should be flowing to what works – not what you hope will work.
One of the biggest mistakes in paid advertising is chasing one-off sales without thinking about the bigger picture. Winning e-commerce brands think in terms of customer lifetime value.
If your first sale breaks even, that’s fine. (As long as you have a plan to turn that customer into a repeat buyer. ) You can use post-purchase emails, loyalty programs, and retargeting ads to bring people back.
At the end of the day, when you view paid ads as the beginning of a customer relationship – not the end – you unlock real long-term profitability. And at PPC.co, that’s where we want to help you! We offer industry-leading PPC management services for ecommerce and retail brands who want to stop wasting ad spend and start generating real ROI.
Contact us today to learn more!
