SBV Case Studies

Sponsored Brand Video ads (SBVs) appear while shoppers browse search results and help to catch their attention and notice the listing, giving a huge advantage over competitors. SBVs are a great ad format and a great tactic to increase clickthrough rate and conversions. After testing many sponsored brand videos, results show that they can be extremely effective compared to other Amazon tactics such as PPC campaigns. Below are a look at a few SBVs I've produced and how they performed when tested against traditional PPC campaigns.

Average CTR on Amazon is 0.4% (including all ad placements)

Source – https://insights.nozzle.ai/amazon-ppc-reporting-metrics

Average ACOS on Amazon is 30%

Source – https://www.webfx.com/amazon/glossary/what-is-a-good-amazon-acos/

Average ROAS on Amazon is 3 (varies by category)

Source – https://insights.nozzle.ai/good-roas-amazon

Relentless Drive Car Duster SBV

After running regular PPC campaigns and testing it against an SBV, we found that the click-through rate increased by 439% from .55% to 2.97%. The increased CTR lead to a reduction of the advertising cost of sale (ACOS) by 38.7% from 25.28% to 15.49%. There was also a 6.46x return on advertising spend (ROAS) compared to 3.96. The SBV lead to 2,550 orders and $77,393.59 in sales. 

Result - Increased click through rate by 2.42%

Amazon Avg – 0.4%
PPC CTR – 0.55%
SBV CTR – 2.97%

Result - Reduced advertising spend by 9.79%

Amazon Avg – 30%
PPC ACOS – 25.28%
SBV ACOS – 15.49%

Result - Generated over 6.4x the advertising spend

Amazon Avg – 3
PPC ROAS – 3.96
SBV ROAS – 6.46

SBV Analysis

What made this SBV successful:

  • Product quickly and clearly shown in use upfront
  • Quick and fast jump cuts to hold attention throughout video
  • Relentless drive logo present throughout video
  • At :05 full product is shown with name of product in large bold text and main selling point “The thickest microfiber dust head available”
    • This is the only text throughout video
      • Text slows down video and does not hold people’s attention
  • Product shown in use in different areas of car including interior
  • Full clean car shown at end (end result)
  • Short :18 video allows for customers to view majority of video before making their decision on whether to click through or keep scrolling
  • Mobile friendly text and visual information

Alien Sunshade Front & Rear for JLU SBV

After running regular PPC campaigns and testing it against an SBV, we found that the click-through rate increased by 1200% from .12% to 1.56%. The increased CTR lead to a reduction of the advertising cost of sale (ACOS) by 38% from 24.03% to 14.88%. There was also a 6.72x return on advertising spend (ROAS) compared to 4.16. The SBV lead to 612 orders and $46,237.47 in sales. 

Result - Increased click through rate by 1.44%

Amazon Avg – 0.4%
PPC CTR – 0.12%
SBV CTR – 1.56%

Result - Reduced advertising spend by 10.85%

Amazon Avg – 30%
PPC ACOS – 24.03%
SBV ACOS – 14.88%

Result - Generated over 6.7x the advertising spend

Amazon Avg – 3
PPC ROAS – 4.16
SBV ROAS – 6.72

SBV Analysis

What made this SBV successful:

  • Product quickly and clearly shown and installed on jeep upfront
  • Different application shown upfront (both shades installed, shade installed with jeep cover on, only from shade installed)
  • Quick and fast jump cuts to hold attention throughout video
  • Alien Sunshade logo and branding present throughout video
  • Product shown at different angles
  • Wide shot of car with product installed as final shot
  • Short :15 video allows for customers to view majority of video before making their decision on whether to click through or keep scrolling
  • Mobile friendly visual information

Chambong 5 Pack Acrylic SBV

After running regular PPC campaigns and testing it against an SBV, we found that the click-through rate increased by 426.4% from .53% to 2.79%. The increased CTR lead to a reduction of the advertising cost of sale (ACOS) by 69.6% from 39.12% to 11.88%. There was also a 8.41x return on advertising spend (ROAS) compared to 2.55. The SBV lead to 52 orders and $2,037.75 in sales. 

With Amazon’s strict compliance rules of not being able to promote drinking and alcohol, we put the focus instead to the gift ability of the product, while still making the product appear fun and playful through the use of color and kinetic typography, which proved to be a successful strategy.

Result - Increased click through rate by 2.26%

Amazon Avg – 0.4%
PPC CTR – 0.53%
SBV CTR – 2.79%

Result - Reduced advertising spend by 27.24%

Amazon Avg – 30%
PPC ACOS – 39.12%
SBV ACOS – 11.88%

Result - Generated over 8.4x the advertising spend

Amazon Avg – 3
PPC ROAS – 2.5
SBV ROAS – 8.41

SBV Analysis

What made this SBV successful:

  • Product quickly and clearly shown and being filled upfront
  • Gift-ability of product is reinforced by bow upfront and through copy
  • Quick and fast cuts and bright colors to hold attention throughout video
  • Chambong branding present throughout video
  • Text is minimal, large, and animated and limited to the key message we wanted to portray of being a great gift – “The never boring, always fun, perfect gift”
  • Short :07 video allows for customers to view majority of video before making their decision on whether to click through or keep scrolling
  • Mobile friendly visual information

Tiretek 60 PSI Short Gauge SBV

After running regular PPC campaigns and testing it against an SBV, we found that the click-through rate increased by 3750% from .06% to 2.31%. The increased CTR lead to a reduction of the advertising cost of sale (ACOS) by 56% from 40.61% to 18.87%. There was also a 5.3x return on advertising spend (ROAS) compared to 2.46. The SBV lead to 117 orders and $1,968.24 in sales. 

Result - Increased click through rate by 2.25%

Amazon Avg – 0.4%
PPC CTR – 0.06%
SBV CTR – 2.31%

Result - Reduced advertising spend by 21.74%

Amazon Avg – 30%
PPC ACOS – 40.61%
SBV ACOS – 18.87%

Result - Generated over 5.3x the advertising spend

Amazon Avg – 3
PPC ROAS – 2.46
SBV ROAS – 5.3

SBV Analysis

What made this SBV successful:

  • Product quickly shown upfront with product name in large text
  • Product being shown in use at :05
  • Benefits called out in large bold text
  • Tiretek logo present throughout video
  • Mobile friendly visual information

What can be improved:

• Less text
• Video could be cut shorter to be less than :30