A/B Testing Sponsored Brand Video Content for Stronger Click-Through & Sales
What We’re Celebrating:
After A/B testing an Influencer – Category Sponsored Brand Video (SBV) campaign against an Informational – Category SBV campaign, we found the Influencer – Category campaign delivered:
+148% higher click-through rate (CTR), including a 3X higher CTR on exact match keywords
+20% higher conversion rate (CVR)
+15% higher return on ad spend (ROAS)
-13% lower cost per purchase (CPP)
Overview:
GO set out to test new video content to elevate a brand’s SBV performance, primarily focusing on improving CTR to drive traffic to detail pages followed by CVR, ROAS, and CPP to narrow in on purchase results.
Our in-house creative team, GO Studio, was the perfect partner for this task due to their extensive experience in quickly crafting a range of effective creatives. They developed two types of SBV campaigns, and through an A/B test, we identified which content was the most optimal to continue running in category search.
The Opportunity:
We wanted to test different ways to engage consumers via our client’s SBV campaigns with the ultimate goal of boosting traffic and sales performance. We enlisted our GO Studio team to discover new content ideas and incorporate them into brand-new video creatives while ensuring they were tailored to the SBV ad type.
The Strategy:
GO Studio developed two types of SBV content for our client:
Influencer – Category: This video featured an influencer highlighting the client’s product, discussing the problems it solves and its ingredients.
GO Studio took an existing influencer video and modified it according to Amazon’s best practices and brand guidelines.
Informational – Category: This video was a reel focused on brand education, covering when to use the product, its ingredients, benefits compared to competitors, and the brand story.
GO Studio created this video entirely from scratch, again ensuring alignment with Amazon’s best practices and brand guidelines.
GO Studio chose these content types to evaluate the power of a lifestyle approach versus a product education approach for this particular brand. We formalized this assessment via an A/B test to see which video best drove PDP traffic and sales.
The Results:
The A/B test revealed that the Influencer – Category ad outperformed the Informational – Category ad in CTR, CVR, ROAS, and CPP. Based on these results, we decided to continue running the influencer-style campaign in category search.
Need support in creating different ad content and evaluating their performance?
Our GO Studio team is well-versed in developing impactful creative on Amazon, and we have the tools and resources to help you identify the most effective content for your brand. Reach out to schedule a call.