In-depth analysis of Amazon’s new advertising tools: comprehensive utilization of video posts and video ads
Amazon’s advertising tool “Amazon Posts” has recently received a major upgrade, introducing the video post function, marking another important development for Amazon in the field of e-commerce advertising. At the same time, Amazon video advertising, as one of the PPC advertising forms on the platform, continues to play an important role. This article aims to comprehensively analyze these two forms of advertising tools and help sellers better understand and apply them.
Creation and display of video posts
Create paths and placements
Sellers can use the Post Builder in the Ads Console to create a video post and tag up to five products featured in the video. These video posts will appear in the post section under brand content, providing users with a more intuitive shopping experience.
Compliance requirements
In order to ensure user experience and platform security, Amazon has established strict specifications for video posts, including resolution, duration, aspect ratio, and file format. In addition, the content is also prohibited from including referral content, buyer comments, trademark mentions, external links, etc. to ensure the authenticity and security of the information.
Key dimensions for creating high-quality posts
- Screen design: It is required that there should be no black borders around the screen, and key content must not be blocked.
- Title design: It is recommended that it should not exceed 300 characters, and the product features must be highlighted and clearly described.
- Content production: Video content should be concise and clear, highlighting product features and usage scenarios.
- Association skills: Improve traffic and conversion by selecting multiple ASINs, associating ASINs with high conversion rates, selecting clearance products or new products, etc.
A detailed explanation of Amazon video advertising
The role of video advertising
Amazon Video Ads not only attract your target audience, they also complement display advertising messages, stimulate user interest and cultivate customer loyalty through vivid images and sounds.
Charging mechanism
Amazon video ads usually use a pay-per-click (PPC) method, which means sellers only need to pay after the ad is clicked. This model ensures that advertising costs are linked to actual user interactions, improving delivery effectiveness.
Placement
Video ads are mainly displayed on relevant product detail pages, search results pages, etc. on the Amazon website.
Advantage analysis
- Attractive: Video ads are more engaging than static ads.
- Comprehensive communication of information: Video format can more comprehensively convey brand information and showcase product features.
- Increase user interaction: Video ads can help increase users’ willingness to interact, thereby increasing click-through rates and conversion rates.
- Brand image building: In the long run, video advertising can help shape brand image and deepen user memory.
To sum up, both video posts and video ads are an indispensable part of the Amazon advertising system. They not only provide sellers with a wealth of advertising display methods, but are also an important means of brand promotion. By rationally using these two tools, sellers can stand out in the fierce market competition and achieve higher brand exposure and sales growth.