Ad Intel: How to improve your video ad performance by solving the 4 most common creative and targeting issues

Video ads are one of the most effective ways to stand out, whether shoppers are browsing Amazon or watching streaming content. They stop the scroll, grab attention, and, when backed by the right strategy, can lead to great results. But even strong-looking campaigns can fall short, especially as you scale. Views don’t always turn into clicks. Clicks don’t always turn into sales. And sometimes, it’s tough to know what’s actually working.

Often, the problem isn’t the video; it’s the strategy. Maybe the message doesn’t fit the audience. Maybe the product page isn’t ready. Or maybe you're running the same video across every campaign and hoping it works.

Here are four of the biggest issues we see and how to fix them.

1. The message doesn’t match the audience

One of the most common issues is when the message doesn’t fit the audience. You might have a great video, but if you’re showing it to the wrong audience or at the wrong time, it won’t land. A big brand story might hit someone ready to buy. A product demo might show up for someone who’s never heard of you.

Even with perfect targeting, creative that doesn’t match mindset will fall flat.

To fix it, match the message and the ad product to the moment. Sponsored TV may be better for big brand stories, while Sponsored Brands video can speak directly to shoppers mid-scroll. New-to-brand shoppers need a strong hook and quick value props. Shoppers browsing across the web should quickly see why your brand is worth considering. And for high-intent audiences, lean into reviews, benefits, or proof points that build confidence.

You don’t need to start from scratch. Tailor intros, add captions, adjust overlays. Amazon makes it easy to stay on-spec with tools like this video ad format guide.

Hook high-intent shoppers fast by matching their search to what they see upfront.

2. There’s no clear path to buy

Not all video ads are built to convert on the spot. Sponsored TV and Streaming TV ads are designed to drive awareness, not immediate action. But for mid-funnel formats like Sponsored Brands video, what happens after the click really matters. You can have a great video that grabs attention and drives traffic, only to lose shoppers on a generic ASIN, a mismatched product, or a page missing the features they just saw. In those moments, the landing experience can make or break performance.

Brands often forget to map out the post-click experience. But even great videos won’t convert if the next step feels off.

Think through the full path: ad to page to purchase. Make sure the ASIN or Brand Store page matches the video’s message. If you show bundles, link to a bundle. If you show options, give them options.

With Sponsored Brands video, you can control where shoppers land. Keep the experience clear and shoppable.

3. The same ad is used for every audience

It’s easy to run one video across all your campaigns. But when you serve the same creative to new-to-brand shoppers, loyal customers, and audiences exploring similar products, your message may not land the way you hoped. Each audience is looking for something different, so the creative should reflect that.

Different audiences need different messages. Someone new to your brand needs context and a reason to care. Someone who’s already clicked might just need a reminder. And audiences exploring similar products need a reason to choose you.

But it’s not just the message that should shift. It's the style, too. A user-generated content (UGC) style video might perform well for products like tanning lotion or lashes, where casual, real-life demos feel authentic. That same look probably won’t work for grills or tech, where shoppers expect a more polished, high-production ad. Make sure you're matching the tone and quality of the creative to the product.

This doesn’t mean you need five new videos. Even subtle tweaks, like a new introduction or updated call-to-action (CTA), can improve performance. If you're using Sponsored TV, consider how different formats can reach audiences across the funnel. Tailor each message to better fit the shopper’s mindset.

Avoid running the same ad for everyone. Match video to mindset, intent, and audience type.

4. Video is not included in every stage

Most brands use video at the top of the funnel, then drop it. That’s a missed opportunity. We’ve seen Sponsored Brands video drive 32% more conversions than static Sponsored Brands creative in some accounts.¹

Video should not be treated as a separate tactic. It belongs across the whole shopper journey. Shoppers who viewed your product page or abandoned their cart might just need a quick benefit-focused video to come back and convert.

With Sponsored TV, you can reach audiences who are actively shopping in your category. Instead of repeating your full brand story, focus on the one thing that could move them to act.

And by using Amazon Marketing Cloud (AMC), you can see how those touchpoints are actually impacting conversion. AMC gives you visibility into post-view behavior, time to purchase, and which sequences perform best. When used right, video can close the gap between interest and purchase.

Awareness is just the beginning. Video can drive stronger results when it's used throughout the funnel.

Looking ahead

Tailor your video to how shoppers actually shop. When video doesn’t perform, the issue isn’t always the creative, it could be how you’re using it. Whether it’s mismatched messaging, a weak landing page, or a strategy that ends after the first view, small fixes can make a big difference. Start thinking about video as a tool for the entire customer journey.

About the author

Destaney Wishon is the CEO and Co-founder of BTR media, an Amazon Ads Advanced Partner. As a trusted voice in Amazon advertising, BTR Media leads with education. We share what’s working, what’s changing, and what brands need to know next.

Sources

¹ Advertiser-provided data, US, 2024.