Sponsored Brands video ad format analytics guide

Sponsored Brands video ad format can help you to stand out in desktop and mobile shopping results and help customers discover your brand and products as they shop on Amazon. Video ads are keyword targeted and cost-per-click, and link customers directly to the product detail page where they can learn more and purchase.

There are many best practices to follow when setting up and launching a Sponsored Brands video ad format campaign. An important step is to analyse your campaign results as your campaign runs, with a view to improving its performance. This guide provides a range of the reporting options available, and how these options can be used to run optimizations across your Sponsored Brands video ad format campaigns.

Sections: 1. Sponsored Brands video ad format performance reports 2. Where can I find these reports? 3. Which reports should I focus on? 4. Can I save reports? 5. Additional resources

Where can I find these reports?

Sponsored Brands video ad format reports can be found in the menu sidebar of the advertising console.

You are able to customise the time unit and define the reporting period with one of these two options:

Summary time unit report

Provides an aggregated view of the metrics for the selected reporting period

Daily time unit report

Provides daily metrics and can be used to run trend analysis, such as a pre-post analysis, allowing you to measure the impact of your optimisation efforts like bid and keyword revisions

Configuration settings for campaign type and time unit

Note: There is an option to select a custom date range from the last 90 days

Which reports should I focus on?

There are three reports that you should review periodically: the campaign report, the keyword report and the search term report.

The main KPIs included in each report include: impressions, clicks, click-through rate (CTR), cost per click (CPC), spend, total advertising cost of sales (ACOS), total return on advertising spend (ROAS) and 14-day attributed sales.

Campaign report

Purpose

Monitoring the overall impact of bid, keyword and creative optimisations

Capabilities

Comparing the performance of multiple campaigns for a defined time period, in a single view
Identifying high-performing or low-performing campaigns, and applying these findings to develop the next set of reports
Monitoring how the campaign is trending over time based on the key metric that was selected

Tip

Select key metrics based on the marketing and business goals, prior to analysing the performance of the campaign.

Keyword report

Purpose

Reviewing the performance of individual keywords within the campaigns

Capabilities

Comparing keyword performances within a campaign and over time
Seeing how impressions, CTR, ACOS and ROAS change after a bid adjustment
Separating keywords into two separate sections, based on performance:

High performing: These keywords rank high on the metrics selected, based on the ASIN’s related business goal. Ranking should generally be based on the ratio metrics like CTR, ACOS or ROAS, instead of absolute metrics like sales, total clicks, etc. Ratio metrics provide insight into the keywords that have higher potential, and should be given more emphasis while adjusting the keyword selection and setting bids.
Low performing: Similar to the high-performing keyword categorisation, use the key metrics that you selected to group the keywords that are not impactful for the selected ASIN.

Tip

This can be a very useful report, as it can help you tweak the performance of your campaigns, by selectively focusing on the keywords that are working for you. We recommend you apply a competitive bid to keywords resulting in higher conversions.

Search term report

Purpose

Providing visibility into the shopping queries entered by shoppers that resulted in at least one click on your ad

Capabilities

Helping identify high-performing search terms, as well as search terms that don’t meet your goals
Identifying the exact search term used by shoppers against your phrase and broad match keywords in your campaign
Helping identify the keyword variations that can further help amplify the performance of the campaign
Helping identify irrelevant keywords that do not have a direct association with the advertised ASIN, to create a list of negative keywords that will help increase the relevancy of the ads against shoppers’ queries

Tip

While generating the list of keywords, keep in mind that there is trade-off between long-tail keywords/exact match and the number of impressions. Very specific, exact match keywords, such as "antique green love seat", can rank high in relevancy and have high CTR, but the impression volume might be low compared to a phrase match keyword, such as “love seat".

Can I save reports?

Reports can be scheduled to be sent directly to your inbox at a desired frequency, in the “Reporting settings” section. There is also an option to rerun a previous report, or create a copy of an old report.

Analysing the campaign insights, fine-tuning the keywords and bids, and testing multiple creatives can help boost campaign performance.

Additional resources

Read Sponsored Brands video best practices

Check out this Sponsored Brands video case study