As of July 21, 2023, the e-commerce giant has unveiled its latest feature: Multi-ASIN Sponsored Brand Video Campaigns. This new offering promises to revolutionize the way sellers and advertisers promote their products, driving higher engagement, click-through rates (CTR), and return on ad spend (ROAS).
So, what exactly does this feature entail and how can it benefit your brand? Let's take a closer look at the key elements of this exciting new campaign strategy:
Drive Traffic to Your Brand Store
Like the previous iterations of Sponsored Brand campaigns, Amazon's Multi-ASIN Sponsored Brand Video Campaigns still allow you to steer traffic directly to your Brand Store, giving customers a unified shopping experience that showcases your products in a visually compelling manner. By bringing potential buyers to your dedicated store, you can create a lasting impression and entice them to explore your brand further.
Feature 1, 2, or 3 ASINs
Now you can spotlight 1, 2, or 3 ASINs (Amazon Standard Identification Number) in a single ad. This not only provides a more extensive range of options for customers but also allows you to showcase complementary or related products in one go.
Leverage Branded or Multi-Product Videos
With Multi-ASIN Sponsored Brand Video Campaigns, you have the freedom to use branded or multi-product videos. This gives you a powerful way to tell your brand's story or demonstrate how your products can be used together seamlessly. Engaging video content is known to capture customers' attention better than static images, making this feature an excellent tool for boosting engagement.
Multiple Destinations in One Ad
Along with multi-product videos, Multi-ASIN Sponsored Brand Video Campaigns now allow for multiple destinations within a single ad. When a potential buyer clicks on a featured product, they are taken to the corresponding detail page, while clicking on branded elements directs them to your Brand Store. This seamless navigation ensures that customers find what they are looking for without unnecessary hurdles.
According to Amazon's data, advertisers who have adopted this strategy have seen a significant increase in both CTR and ROAS. The stats speak for themselves: 3-ASIN product collection classic ads demonstrate a staggering +43.9% higher CTR and a remarkable +34.0% higher ROAS when compared to 1-ASIN product collection classic ads. Also, reports indicate that advertisers who use Sponsored Brands video ads with Store as a landing page see 68% increase in Branded Search Rate on average compared to Sponsored Brands video ads with Detail Page as a landing page
How to Set Up a Multi-ASIN Sponsored Brand Video Campaign
Creating a Multi-ASIN Sponsored Brand Video Campaign is a straightforward process: Begin by creating a new sponsored brand campaign and selecting the "Video" format. Next, choose the ASINs you wish to promote in the "Products" section (up to 3!). From there you can customize the ad in the same way you are used to:
Multi-ASIN Sponsored Brand Video Campaigns is a game-changer for sellers and advertisers seeking to elevate their online presence and maximize their advertising impact. With the ability to feature multiple ASINs, leverage captivating videos, and drive traffic to your Brand Store, this feature opens up a world of possibilities for your brand's success on the Amazon platform. So, why wait? Embrace this innovative tool and witness the incredible results it can bring to your business!