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A+ Content (formerly EBC or Enhanced Brand Content) is a key factor in turning sessions into conversions. High quality A+ Content can help steer an undecided customer towards a purchase, however poor quality A+ Content can have the opposite effect.
Here are a few basic tips and tricks to help you begin crafting your own A+ Content:
To begin creating your A+ Content, go to your Amazon Seller Central home page. A+ Content is listed under the advertising tab (A+ Content is still currently listed as Enhanced Brand Content under this tab, but this might change soon).
Once you click the link, you will be taken to Amazon’s A+ Content Manager. This is where your drafts will live once you save them. To start a new draft click the blue “Start creating A+ content” button in the top right corner.
From there you will be taken to the “Content details” page. This is where you will actually build your A+ Content. You do this by selecting creating modules and filling them with either text or images. These are the building blocks of your A+ Content. The “Company Logo” and “Product description text” modules that appear when you start your build are locked and can not be deleted, however they can be left blank if you don’t wish to use them. To create new modules, scroll to the bottom of the page and hit the “+ Add Module” button. This will bring up a variety of modules to select. Choose whichever module fits your needs, and begin filling them in.
The Importance of Copy
One of the most important functions of A+ Content is that it provides an opportunity to include more keywords and searchable terms within your page. Not only can you directly input keywords attached to each image you upload, but all the copy (i.e. text) creates keywords as well. It’s important to find the balance between including a significant amount of copy in your description boxes while also being aesthetically pleasing and professional.
Make sure your copy is easy to read. Keep paragraphs around the same size and try to convey as much information as you can in as few of words possible. Here is a good example of appropriate copy in A+ Content:
High Quality Images
Many modules allow you to insert images. Images can convey a lot of information very quickly, and the ability to tie keywords to images when you upload them helps increase sessions and conversions. However, if you’re not careful, pictures can take away more than they add to an A+ Content page.
Every module will tell you the specific pixel height and width your image needs to be.
If you’re image is too small, you won’t be able to upload it. You can resize your image in a 3rd party photo editing program such as Adobe Photoshop or GIMP, but that is not recommended. Stretching your image will noticeably decrease its quality and will generally look terrible. We suggest getting the largest, highest quality images possible and only downsize them if needs be. Never increase the size of your image.
Some modules have very unique image size requirements. For example, the “Standard Comparison Chart” module requires images to be 300 pixels tall and 150 pixels wide. In cases like this, you may want to create a template in a 3rd party photo editing program with those dimensions and overlay your chosen image on it. Downsizing it to fit within your template dimensions while keeping the same scale. Below is an example of resizing a larger image to fit within a 300 x 150 pixel template:
This should be a good jumping off point for A+ Content. Keep an eye out for Part 2.
Last year you could submit lightning deals. This year, you can submitting lightning deals as well as a “Prime Day Promotion”
This new year feature is accessed by going to: Advertising / Prime Exclusive Discounts
If you don’t see this feature available on your account, it is likely a permission issue. To fix, go to settings / permissions, and add the appropriate permission as see in this below screen shot.
Step 1 is to enter a name of your discount, nothing special here, it’s just internal naming.
One major call out here – this can stack with other offers. So if you already setup a coupon or lightning deal, you’ll want to avoid stacking these…
Onto step 2. You will download a template, and then upload it.
I found this the template to be a bit tricky. Here’s a screen shot of one I got to successfully take. Please note you need to fill out every single column.
After you upload it you can validate whether it worked. Here’s a screen shot of an arrow pointed to one NOT scheduled. Means you have to work on it more until it looks like the one just below it, and it says “Scheduled”
Because this feature is brand new, we don’t know exactly how it will look to the customer. I recommend everyone selling on Amazon to participate with this.
Below is some direct help files from Seller Central. Should you need help setting a Prime Day Promotion up, contact us at MyAmazonGuy.
Prime Exclusive Discount is a price discount available to Prime members. Products with a Prime Exclusive Discount will display strikethrough pricing and a savings message for Prime members in search results, and on the product detail page. Prices adjusted for discounts are displayed on the detail page buy box for Prime members.
On Prime Day, products with Prime Exclusive Discounts will display a Prime Day Deals badge in search results, and on the product detail page.
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Share a Sale is an affiliate marketing network that simplifies the process of finding affiliates to advertise your brand and products. You pay a one-time fee to join Share a Sale, and from then on, you only pay when affiliates deliver actual results. Grow your online sales and traffic with affiliate marketing by joining Share a Sale’s merchant network. Follow our steps below to set up your Share a Sale account. If you need additional help, contact us about our Share a Sale setup services.
To begin, you will need some picture assets that follow Share a Sales’s perimeters:
The next step will be to set up the legal agreement between you and your affiliates.
Setting the tracker on your e-commerce site:
Log into Share A Sale: https://account.shareasale.com/m-login.cfm and then click step 4 to begin the tracker installation. Depending on which shopping cart you use, you will get a set of instructions on this page underneath the selection.
Follow Share a Sale’s instructions to install the Pixel. Some prefer to have their web developer or admin complete this step.
After you install your pixel, you will have to test the tracker installation. We advise you create a $1 dummy item on your store page to use for the test as the transaction will go all the way through as if you were a customer buying an item on your website.
The final step is the Fee and Payment Deposit. Once this is complete, you are ready to start setting your banners and approving affiliates. Contact us to inquire about banner setup and Share a Sale management.
In this video I discuss the differences between coupons, promotions, sales pricing, and lightning deals. I also go over Prime Day Deals.
How to Track Sales on Amazon from External Traffic Sources Using UTM Codes and Storefront Brand Pages.
Here’s an example of a storefront sub page. I’ve made this UTM link in case any of you buy this product after clicking, it will track the conversion: https://www.amazon.com/stores/page/53EDB83F-0F7D-4211-B01F-1A319FE00068?channel=MyAmazonGuyDemo
To create a source tag, watch this video.
2. Click on Insights.
3. Click on Create Source Tag
4. Here generate the tag, add a word for the campaign in question, like “Facebook”
In this video I go over the basics of getting your first sales on Amazon, building traffic, conversion, and more.
10 codes for 90% off the Hakuna Moscato Wine Glass by Momstir:
Below are some links to helpful information on EBC/A+ Enhanced Content.