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Amazon Creative that Converts

What catches a consumer’s eye on Amazon? The answer is good creative. Let us show you the best practices for creative, specifically on Amazon. Learn how you can design and deploy your compelling creative to drive higher conversions.

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Amazon Creative that Converts

  1. 1. 2021 Amazon & Retail Media Virtual Summit 2021 Amazon Advertising Strategies 10:00 – 10:45am PST | 1:00 – 1:45pm EST Unpacking Amazon’s A9 Algorithm 10:50 – 11:20am PST | 1:50 – 2:20pm EST Amazon Creative that Converts 11:25 – 11:55pm PST | 2:25 – 2:55pm EST Advanced Amazon Operations 12:00 – 12:30pm PST | 2:00 – 2:30pm EST The Emergence of Retail Media 10:00 – 10:45am PST | 1:00 – 1:45pm EST What’s Next in Walmart 10:50 – 11:20am PST | 1:50 – 2:20pm EST Win Big on Instacart 11:25 – 11:55pm PST | 2:25 – 2:55pm EST DAY 1 - WEDNESDAY, FEBRUARY 24TH DAY 2 - THURSDAY, FEBRUARY 25TH
  2. 2. Amazon Creative that Converts Trends & Best Practices for Creative Development on Amazon
  3. 3. Some of our clients Our Recognition Tinuiti is the largest independent performance marketing agency across the triopoly.
  4. 4. Today’s Logistics Analicia Santaella Partner Marketing Manager Recording & slides will be sent by end of week 01 Submit questions for live Q&A 04 03 Download relevant resources Log back anytime with same link 02 02 Join our poll questions 05
  5. 5. Our Speakers AJ SWAMY Client Solutions Strategist HIRAM CRUZ Creative Director BRANDON ORR Director of Performance Video
  6. 6. A Marketplace Approach to Production 5,000+ Production Companies 32+ Skills & Specialities 19% Creator Acceptance Rate to Network Our unique approach combines the quality of private networks with the efficiency and variety of massive marketplaces—delivering on-brand videos faster and more affordable than ever before.
  7. 7. Agenda layout ● The Importance of Amazon Creative Content ● Amazon Creative Trends & Pro-Tips ● Video Opportunities on Amazon ● Trends for a Successful Product Detail Pages ● Cost-Effective Production Approaches 7
  8. 8. Poll Question Where are you currently leveraging video? ● Product detail page ● In-store ● Sponsored Brands ● No where just yet
  9. 9. The Importance of Amazon Creative Content 9
  10. 10. What Is Amazon Creative Content? 10 Amazon offers a suite of different sections within the marketplace that are customizable and allow brands/sellers to differentiate themselves from the competition. These sections offer the opportunity for brands to create a rich shopping experience, increase conversion rates, and build brand equity across Amazon. A+ Content Detail Page Images (DPIs) Amazon Stores
  11. 11. Why Is Amazon Creative Content Important? 11 Amazon can be a competitive marketplace. Optimizing your enhanced content on amazon correctly can: ● Position you as the leader in your category within Amazon ● Justify a higher price point for your products ● Increase your Brand’s awareness and affinity ● Increase conversion rate and sales ● Increase organic rank
  12. 12. 12 Conversion Rate Different CRs to consider: • Product Detail Page Conversion Rate - Business Reports • Advertising Conversion Rate - Keyword/Campaign level
  13. 13. 13 Formula to Success Sessions Conversion Rate Sales
  14. 14. 14 Formula to Success Sessions Conversion rate Sales Example: In 5,000 sessions... Cost of Vincero Watch: $159 Without A+ Content: 5,000 12% CR 600 units With A+ Content: 5,000 13% CR (1% +) 650 units
  15. 15. 15 Formula to Success Sessions Conversion rate Sales Example: In 5,000 sessions... Cost of Vincero Watch: $159 Without EBC: 5,000 12% CR 600 units With EBC: 5,000 13% CR (1% +) 650 units Even a 1% increase in conversion rate can add up over the course of a month or year 50 unit increase @ $159 = $7,950 +
  16. 16. Amazon Creative Trends & Best Practices 16
  17. 17. Mobile-Friendly 17 Creative Trends & Best Practices Amazon is the most popular shopping app in the United States. It is important your creative works and is legible across ALL devices. 1. Leverage mobile friendly layouts A+ Content Mobile Friendly Layouts
  18. 18. Desktop
  19. 19. Mobile ● Stackable modules ● Increased body copy ● 1:1 ratio images
  20. 20. Mobile-Friendly 20 Creative Trends & Best Practices Amazon is the most popular shopping app in the United States. It is important your creative works and is legible across ALL devices. 1. Leverage mobile friendly layouts 2. Large copy on images
  21. 21. DPIs ● Large legible copy on label ● Communicate main benefits and value props
  22. 22. DPIs ● Combine product shots with value props ● Practice a good balance between visuals and copy
  23. 23. A+ Content ● Use contrast in colors to make type stand out ● Keep your messaging clear and concise ● Use overlays to callout value props in lifestyle images
  24. 24. A+ Content ● Use overlays to callout value props in lifestyle images
  25. 25. Video opportunities and best practices 25
  26. 26. New Video Opportunities on Amazon 26 Amazon Sponsored Brands Video ● Stand out in desktop and mobile search results ● Ads are keyword targeted and link directly to your product detail page
  27. 27. New Video Opportunities on Amazon 27 Amazon Sponsored Brands Video ● Your content should be educational, demonstrative, and product focused ● Feature the product prominently towards the beginning of the video. Do not wait. ● Shorter is better. Limit your content to just a handful of key selling points to ensure your message is received. Up to 45s max.
  28. 28. New Video Opportunities on Amazon 28 Amazon Sponsored Brands Video ● Optimize for Sound-off and mobile. No fullscreen access. ● Consider the loop. Once this video ends, it will automatically loop. An end card is a good option to end your video. Hold for a few seconds for a better transition.
  29. 29. New Video Opportunities on Amazon 29 Background Videos in Stores ● With this new tile option, you can upload a 2- to 20-second video that will help instantly capture a shopper’s interest
  30. 30. New Video Opportunities on Amazon 30 Background Videos in Stores ● Available in full-width, large, and medium tiles.
  31. 31. New Video Opportunities on Amazon 31 Background Videos in Stores ● Available in full-width, large, and medium tiles. ● Optimize for sound-off and mobile. No fullscreen access. ● Use typography and copy to drive messaging and make an impact
  32. 32. New Video Opportunities on Amazon 32 Background Videos in Stores ● Keep it shoppable. Video doesn’t clickthrough. Utilize product proximity to drive product interest and click-through ● Shorter is better. Limit your content to just a handful of key selling points to ensure your message is received. ● Consider the loop. Get creative with your transitions. Do not end abruptly.
  33. 33. Trends for a Successful Product Detail Page 33
  34. 34. ● Customers are 64-85% more likely to purchase a product after watching a video on a PDP ● Use video to offer a dynamic multi-dimensional product experience ● Think about the in-store shopping experience & use video to offer a digital equivalent Video on PDPs
  35. 35. General Best Practices ON-SCREEN TALENT CROSS-PROMOTE SUBTITLES/TEXT
  36. 36. Cost-Effective Production Approaches 36
  37. 37. Screenshot Repurposing Existing Assets ● Reuse Brand Video. Extend consumers’ experience beyond the product. ● Post-Production Customization. Edit existing video creative for new aspect ratios, lengths, or targeted messaging. ● Motion Design. Reinvigorate product photography. ● Layer on Animation. Elevate stills or video from your creative library to make your product pop.
  38. 38. Original Production - eCommerce Creative Testing EXAMPLE VARIABLES Note: Informed by your historical performance & our performance expertise Talent Messaging Length Location Scene Order Pacing Product/SKU Logo Use Graphic Style Wardrobe CTA Transitions Props Text Treatment Music Lighting Opening Shot Point of View
  39. 39. Meet with Brandon Free eCommerce Creative Consult Email hello@quickframe.com
  40. 40. Schedule Your Consultation with an Amazon Expert
  41. 41. Q&A
  42. 42. Thank you!
  43. 43. 2021 Amazon & Retail Media Virtual Summit 2021 Amazon Advertising Strategies 10:00 – 10:45am PST | 1:00 – 1:45pm EST DAY 1 - WEDNESDAY, FEBRUARY 24TH Unpacking Amazon’s A9 Algorithm 10:50 – 11:20am PST | 1:50 – 2:20pm EST Amazon Creative that Converts 11:25 – 11:55pm PST | 2:25 – 2:55pm EST Advanced Amazon Operations 12:00 – 12:30pm PST | 2:00 – 2:30pm EST The Emergence of Retail Media 10:00 – 10:45am PST | 1:00 – 1:45pm EST DAY 2 - THURSDAY, FEBRUARY 25TH What’s Next in Walmart 10:50 – 11:20am PST | 1:50 – 2:20pm EST Win Big on Instacart 11:25 – 11:55pm PST | 2:25 – 2:55pm EST

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