More often than not, video ads score better than all other types of ad content, although the only way to know for sure is to test rigorously.
Intuitively, you can guess why eCommerce video ads perform better (or at least, they have a better chance): videos deliver more information per ad, videos can capture attention better, and videos are more engaging and persuasive.
As such, video ads have a better click-through rate, conversion rate, and engagement than traditional ads, but creating a successful video ad is not easy.
A faster and a sustainable way to create eCommerce video ads is by using scripts.
To help you create a better eCommerce video ad scripting process, we have compiled some best practices that you should keep in mind when creating your next video ad.
Know Your Target Audience
There’s no point creating ads (of any kind) if you don’t know who your target audience is. The demographics (where are they from? Who are they? Where do they hang out? What keeps them up at night?).
Note down their interests, product affinity, purchasing habits, and other factors help you narrow down on who you are trying to communicate with.
Following this task, you can craft your video ads (or video scripts for eCommerce ads) a lot easier with more conviction.
Keep it Short and Simple
People's attention spans are short, and getting shorter by the day. The ideal length for an eCommerce video ad is between 15 to 30 seconds.
Capture your audience's attention, convey your message, and make the ad deliver what it’s meant to deliver.
Your video should also be simple and easy to understand. Avoid using complex language, industry-specific Jargon, or use fancy words, complicated images (such as art), etc.
Focus on Benefits [ Show How Problems are Fixed]
As businesses and marketers, we’d like to believe that everyone understands what we are trying to say (with or without ads).
It's easy to get carried away with the features of your product or service. Most customers don’t know, and don’t care.
Customers are more interested in the benefits they will receive from your product. Instead of listing the features, focus on how your product can solve their problems, make their life easier, or provide them with a unique experience.
Scroll-Stopper [Use Copy+ Quality Visuals]
Remember the short attention spans and that they are getting shorter? On Google, Bing, and on social networks, you’ll need to make people stop scrolling and pay attention to your ads.
In fact, “attention” is the first objective with advertising (hint: the AIDA model).
A video ad is a visual medium, so use high-quality visuals in a way that grabs users’ attention. Use clear and crisp images or videos that showcase your product or service in the best possible way.
Of course, visuals should also be consistent with your brand identity, ad objectives and messaging.
Highlight Solutions
Let’s say a person who belongs to your target audience of “regular International travelers focused on optimizing travel experiences and avoiding airport hassles” is looking for a smarter way to travel.
You sell smart cabin baggage.
What is it that your ad will say, video ad or not?)
Made of polycarbonate and magnesium adhesives, lined with specially designed grooves (top and bottom) of the case, and with miniature alloy wheels…..
Or…
Pack into your cabin baggage as much as you carry in your check--in baggage and still keep it under TSA and airline weight limits.
No need to check-in.
One bag, multiple destinations.
Which ad resonates with you?
Include a Strong Call-to-Action
Your eCommerce video ad script (and the ad itself) a clear and compelling call-to-action. This call-to-action should lead to a landing page or your eCommerce store (landing pages are preferred).This could be a link to your website, a discount code, or a sign-up form.
Display the Call-to-action at the end of the video.
Make the call-to-action impossible to miss.
Show Social Proof
Nothing works better than social proof. People line up to buy when there’s enough proof that the world loves what you have to offer.
This is also the reason why you invariably check Amazon reviews, Yelp reviews, Google Reviews, and so on.
Be sure to gather social proof (make it a continuous endeavor). Then, showcase these reviews in your regular eCommerce video ads.
While writing eCommerce video ad scripts, “review-based video ads” can be an entirely separate category of ad types you can create.
Use Scarcity or Urgency
Along with social proof (above), find ways to include some sort of time limit, scarcity, or induce a sense of urgency within your eCommerce video ad scripts.
It’s a classic. It always works. It plays on the FOMO (Fear of Missing Out).
You might think that this is “tried and tested” but it’s tried and tested because it works.
If you get a chance to use a time limit for ads, use it.
Creating a successful video ad takes time and effort. After creating your video ad, you should test it with your target audience to see how they respond.
Use metrics such as click-through rate, engagement rate, and conversion rate to evaluate the effectiveness of your video ad.
If you’d like to see various ads by several different brands (across industries), see what Panoramatahelps you find.
