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  • Ridgeline Insights

Updates to Amazon Video Ads

Amazon Video Headline Ads are designed to grab attention and drive traffic to your product detail pages or Amazon Store. Video ads are one of the best ways to highlight your product's differentiation in the crowded and competitive search results and often drive some of the highest click-through rates. Historically, video ads had shown up in the middle of the search results pages but now appear at the top of search more often. We'll break down how to try and control your video ad placement...


To secure the top spot for your Amazon Video Headline Ads:

  • Competitive Bidding: Use a cost-per-click (CPC) model, researching your competition to set a competitive bid.

  • Relevance and Keywords: Conduct thorough keyword research and include these keywords in your video title, description, and tags to enhance relevance.

  • Engaging Content: Ensure your video is high-quality, engaging, and directly related to your products.

  • Ad Quality Score: Maintain a high-quality score by monitoring and optimizing your ads for better CTR and conversion rates.


Understanding ad placement involves:

  • Ad Auction Process: Placement is determined by your bid amount, ad relevance, and ad quality.

  • Monitor Performance: Regularly check your ad performance in the Campaign Manager and adjust bids, relevance, and content as needed.

  • Placement Reports: Use Amazon’s placement reports to analyze ad performance and make data-driven adjustments.


While you can't directly choose whether your ad appears at the top or middle of the page, you can influence it through:

  • Bidding Strategy: Higher bids increase the likelihood of top placement.

  • Ad Relevance: Improve relevance through targeted keywords and content.

  • Quality Score: Optimize your ad to enhance its overall quality score.



Regularly monitoring and adjusting these factors will help you achieve your desired placement more consistently.

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