Moss: Let’s talk about some of Amazon’s blue ocean traffic

I believe that many people's first reaction when seeing this title is: Does Amazon still have blue ocean traffic? Of course there is, but it is ignored by many people. For example, the Sponsored Brand Video ads we are going to talk about today are a pretty good blue ocean traffic. After the overall test, the effect is still very good.

Maybe because SBV has only been around for a short time, not many people have paid attention to it, and only accounts with brand registration have the right to place ads. Even if they have known about it before, many people may not bother to make videos. Another point is that only sellers who go for the high-quality and popular route can place SBV, and sellers who go for the general and fine shopping route cannot place it. Therefore, these factors have led to the fact that there are not many sellers doing SBV at present, and the overall cost of traffic acquisition is relatively low. Overall, SBV is still in a relatively blue ocean state.

Since it is one of the few blue ocean traffic entrances on Amazon, I suggest that you, especially sellers of high-quality products, take some time to learn more about it. We started trying SBV ads last year, and found that the overall data is very good. Today, I would like to take this opportunity to introduce SBV, a blue ocean traffic entrance, to you and share some of our experiences in launching SBV .

As shown in the figure below, SBV advertising is classified under the Sponsored Brands advertising category, so those who have completed brand registration can directly enter from SB advertising to see SBV.

Let's continue. SBV advertising adopts the keyword positioning model, and the payment is also based on clicks, which is similar to our traditional sponsored products advertising. So one advantage here is that we don't need to select words anymore, we can just use the words that perform well in SP advertising to directly place them.

After talking about positioning and delivery methods, let’s talk about where SBV ads usually appear. SBV ads are in-site ads, so there is no off-site display part. All ad exposure is in-site.

Next, let's look at the main display positions of SBV ads on the site. As shown in the figure above, when buyers search for keywords, your product video will pop up directly, appear on the search results page and start playing automatically. If the buyer thinks the product is good at this time, he can directly click on the video to jump to the details page of the product. After testing, it was found that the CTR of SBV ads is higher than the CTR of the ad position on the homepage of the search results, which means that the CTR of SBV ads is higher than the top three products in the keyword search results. This is actually easy to understand. When you search for a specific keyword and are browsing the search results page, a video suddenly pops up, which will focus all your attention on the video. If the video is well made, then the high CTR is easy to understand.

In addition, SBV ads were only available on mobile devices in the early days, but now they can be displayed on PCs in addition to mobile devices, which is a much wider range than before. Of course, mobile ads are definitely better than PC ads, because mobile screens are small, and a pop-up video can basically take up half of the screen, which can completely attract attention that was previously focused on the top three products on the homepage.

I believe that you should have a basic understanding of SBV ads after reading this. Next, I will combine my previous experience to talk to you about how to optimize SBV ads to achieve the best ad performance. In order to help you understand the optimization methods of SBV ads faster and better, I will explain them in three parts:

The keyword part should be the most important and the focus of our optimization. However, as mentioned before, SBV advertising is actually standing on the shoulders of giants. We can directly select and use the key keywords in the existing advertising activities for delivery.

Therefore, regarding the selection of keywords, my suggestion is that any keyword that has been used in previous ads can be used directly for SBV , and the matching mode should be precise matching , because the keyword research and keyword testing work has actually been completed when you place sponsored products ads. And I found that the later you do SBV, the better the effect is . On the one hand, it is because your listing is more mature in all aspects and has more reviews; on the other hand, in the later stage, I have basically found all the keywords for this product through other ads, so I can directly use SBV precise placement to place these keywords, which will definitely not be wrong.

In addition to placing keywords, keywords with high CTR but no conversion can also be picked out for SBV. This is because many buyers have clicked on them before, which shows that the correlation between the keywords and the product is still very strong. You can also try SBV for these high CTR keywords without conversions. It may have a good effect.

Oh, there is one more thing I almost forgot to mention. There is another very important way to play SBV, which is to use SBV to promote the natural ranking of keywords . The promotion effect on the natural ranking of keywords is even better than the precise matching in SP ads. We once tried to bid a big word in an SBV ad with a very high price. While fully ensuring the exposure, plus the CTR and CVR were also good, we found that the natural ranking of this word increased very fast. Sellers who have had similar experiences can also share their own experiences in the comment area.

Because SBV advertising space is very limited, if the budget and bid are relatively low, there may be no display at all. If there is no display, how can we talk about advertising effect? ​​Therefore, I suggest that the bid of SBV is higher than that of general brand promotion and product promotion activities , so that the effect test can be carried out quickly to know the effect of SBV advertising. At the same time, A/B testing can be quickly completed based on the data to optimize SBV advertising.

In addition, for those traffic words that have been verified by other ads, we can consider increasing the budget at the beginning and bidding directly at a high price to strive for as many impressions as possible. As long as these words are displayed, the conversion rate will basically not be bad.

It is important to know that meeting these basic requirements is definitely not enough. Regarding SBV's video production strategy, I have summarized some methods that you can refer to:

First , the video content should be as concise as possible, focusing on the core information of the product and avoiding unnecessary length. It is recommended that the video length within 30 seconds is the most suitable for leaving a deep impression. In this short time, the storytelling technique can be used to keep the audience's attention. And we can choose different storytelling techniques according to different advertising goals:

Second , the beginning of the video is the most important, which determines whether the buyer will continue watching. Therefore, it is recommended that you show the product within the first 2 seconds of the video, which is an opportunity to leave the best first impression on the customer, and then show the most competitive function or feature of the product within the first 5 seconds. You should know that you can attract the buyer's attention for no more than five seconds at most. Whether the buyer will continue watching after five seconds depends on the attractiveness of these five seconds. If the buyer continues to watch after five seconds, it is very likely that he will finish watching or click to jump to the detail page.

Third , the video text should be concise, amplified, and creative. Try to make simple and easy-to-understand videos that can attract consumers without sound. This requirement is mainly because SBV ads are automatically played by default, but in silent mode. Many consumers see ads without sound on their mobile devices.

Therefore, we should try to avoid using voiceover to convey key information. If you must use it, add subtitles and make sure that the subtitles can be easily read on a small screen. It is recommended to use Helvetica or a similar sans-serif font with a minimum font size of 75pt or 80px; it is recommended to use a black background with white subtitles.

Fourth , when making videos, it is recommended to use the same language as the site you are selling on, such as using German videos on the German site instead of English videos, so that the advertising effect will be better. Because as mentioned above, many people cannot hear the sound, so there is no need to find someone who can speak German to speak it, as long as the subtitles are in German, it will be ok.

Fifth , more and more consumers are viewing products on mobile apps, and the easiest place for SBV to be displayed is also on mobile phones. So when we create SBV videos, we must keep this in mind and check the following settings:

Sixth , although I have written a lot of suggestions above, it still depends on the specific situation. I suggest that you do an A/B test before the video is officially finalized, and make the most suitable video through A/B testing. The specific variables of A/B testing can be started from the following four directions:

The above are my suggestions on SBV video production. I hope it can help you make advertising videos better.

Finally, I would like to add a little more about how to choose a video production team.

I suggest that you choose a domestic video production team, especially a video team that previously specialized in serving domestic e-commerce companies. There are really many such teams, and if you have friends who are engaged in domestic e-commerce, you can also ask them to help recommend. It is not recommended that you look for those so-called professional organizations that make Amazon product videos. Most of these organizations come here to cut leeks. The price is higher than that of ordinary video production organizations. The hardware and software may not be better than others. It is nothing more than taking advantage of the understanding of Amazon. In fact, you just need to tell these standards to the video production team, and they can generally handle it. It is not necessary to look for a so-called organization that specializes in Amazon videos. In addition, it is not recommended to look for foreign video production teams, mainly because the cost-effectiveness is low and communication is also troublesome. Those teams that previously specialized in making product videos for domestic e-commerce companies are the most suitable and the most cost-effective.

Okay, that’s all I have to say about SBV advertising today. Generally speaking, this part of the traffic is still in a relatively blue ocean state. It is recommended that sellers who sell high-quality products spend more time researching it, and there may be unexpected gains.

Currently, Amazon SBV advertising traffic is still in a blue ocean state, and related products are constantly changing. As sellers , in order to obtain more traffic, we not only need to pay attention to its changes, but also need to constantly learn new knowledge . So the question is, how can Amazon experts quickly obtain new information and new ways to play Amazon advertising?