You can find Amazon pay-per-click advertising almost everywhere today. The marketplace does a great job of putting it into the organic search results without the process feeling cumbersome to the average shopper.
It’s not unusual for consumers to click on an Amazon PPC listing without realizing that’s what they’re doing.
One of the best updates to this advertising option involves video.
When you have Amazon video ads uploaded, you can reach customers with targeted content on the marketplace, mobile apps, and Fire tablet. It’s an affordable and straightforward way to convey your brand message.
Placement Options for Amazon PPC Video Ads
Amazon video ads play content automatically when the content is at least 50% visible on the screen. It’s always muted, which means users must interact with the advertising to hear its audio.
Amazon has the autoplay feature pause if the video gets scrolled out of the user’s view.
If you want to take advantage of this potential outreach opportunity, you’ll need to meet the following video asset requirements.
Audio: |
128 kbps / 44 khz |
Recommended Bit Rate: |
2 Mbps |
Video Dimensions: |
1920 x 1080 px with 16:9 recommended |
Frame Rate: |
A minimum of 15 FPS |
File Size: |
Must be less than 500 MB |
Preferred Codec: |
Video: H.264, MPEG-2, or MPGE4; Audio: AAC or MP3 |
Video Duration: |
30 seconds or less is the recommendation, although desktop and mobile accept up to 3 minutes. |
Letterboxing: |
Amazon video ads should not have dark bars on any side of the content. |
Once the content gets uploaded, the files get transcoded to optimize their size and appearance for placement.
You’ll want to verify that the video’s content doesn’t include a call-to-action element that encourages clicking. That’s because a tap or click on the player restarts or plays the video with the sound enabled.
How to Create a Fantastic Amazon PPC Video Ad
Since a user’s scrolling action can stop the video ad from playing, it usually helps to maximize your impact within the first five seconds.
Putting your core message into the first part of the video ensures that it has the best chance to establish value in the limited window you have to make contact.
With the added element that an individual must interact with the video for audio to start, it helps to ensure your advertising is understood without it. The content should engage the viewer even with no sound.
Instead of having a person describe your product, an example of this content design might be to show the actual product getting used instead. You can also add text headlines in the video to get your point across.
Amazon video ads default to a design with the brand logo, a text headline, and a call-to-action link. This template doesn’t require creative design support. If you want something more than that, you’ll need help from the platform.
If you need help with your Amazon PPC video ads, our team can deliver the extra boost of creativity that might be necessary!
Let us know how we can help, and we’ll be happy to put together a proposal for your review.
