Naturelo Improves Ad Reach & Performance On Amazon's Video In Search
Updated: Aug 21, 2019
NATURELO Premium Supplements, makers of high-quality all natural supplements, partnered with Kaizen Ad to produce high performing video ad creatives to grow their business using Amazon’s newest ad product, Video in Search (ViS).
Kaizen Ad expert video designers, called Optimizers, created high-quality product specific video creative for NATURELO’s Bone Strength Plant Calcium Complex supplements. Both product specific variations tested for this single ASIN outperformed all campaigns NATURELO has run to-date, achieving the highest Click-Through-Rate (CTR) and lowest Cost-per-Click (CPC).
VIDEO VERSIONS A & B
Kaizen Ad Optimizers produced a high-quality motion graphics video using very little assets - only an image of the product and a couple of static images of the ingredients. Applying their experience and training in mobile-first creative best practices, as well as specifications outlined by Amazon for the Video in Search experience.
Video Version A opened with a first few seconds of the ad focusing on a benefit statement (“Improve your bone health with plant based calcium). Video Version B’s first few seconds showed a list of product differentiators (“Plant based, 100% natural, etc.).
Two video ad variations ran in separate ViS product detail page campaigns for the same ASIN. Both video ad versions driving great performance outcomes, with a Click-Through-Rate that is the highest of any NATURELO videos and above the ~3% benchmark.
After 3 weeks of running these creatives, both videos continue to have the highest CTR and the lowest CPC.
Video B (product differentiators) gained higher views and clicks than video A (benefit statement), therefore served more frequently.
SALES & BRAND HALO SALES
Interestingly, Version A (benefit statement) generated 59% more 14 day brand halo salescompared to Version B (product differentiators). Meaning customers purchased other NATURELO products after seeing the video ad. Although Version A has a slightly higher ROAS, Version B generated more views and product detail page clicks.
"Kaizen Ad was an easy decision for such great results."
VIDEO VIEW TIMES
Average view time was almost the same between the two variations, 6 and a half seconds. This is on target with 6 second watch times recommended for Facebook/Instagram on-the-go ads and Google’s 6 second bumper ads. Video Version B (product differentiators) saw a 30% higher video completion rate than Video A (benefit statement). However, when it comes to total number of units sold, Video A (benefit statement) sold slightly more (10% more).
Besides differentiating the first 5 seconds of the ad, the rest of the creative was almost identical. NATURELO tested if the use of voiceover affected performance. Version A (benefit statement) included voiceover (female voice reading the copy written on each frame), while Version B (product differentiators) included music. Although Amazon does not share view metrics with sound on or off, it seems having voiceover did not affect performance at any significant level.
AMAZON VIDEO IN SEARCH CREATIVE BEST PRACTICES
Brands only have a few seconds to make a direct connection with Amazon customers through video in mobile search results.
Kaizen Ad Optimizers made sure to implement important best practices that worked:
Show the product and brand prominently within the first second of the ad
Focus on WHY this product is working - in this case testing a benefit versus differentiators message
Making sure the message is loud and clear even with sound off
Direct and concise messaging within the first few seconds
NOTABLE DIFFERENCES BETWEEN ORIGINAL & KAIZEN AD VIDEOS
First message does not fully appear until 3 seconds into the video, and second message takes 3 more seconds to appear (see below images)
Main message is in the voiceover, which customer must actively turn ON to hear
Messages do not promote a benefit statement or product differentiating statements