Amazon’s Advertising: Bid Down vs Bid Up and Down – A case Study

Amazon rolled out several months many beta tools for advertising. One of those changes as the ability to select some bid modifiers.

Bid Modifiers:

  • Bid Down
  • Bid Up & Down
Here at My Amazon Guy we wanted to know which performs better so we have run multiple tests. The clear winner without a doubt in our minds is…. BID UP AND DOWN
This is the before(initial campaign startup) and after new up and down strategy.
First 9 days of our initial ad campaign launch with bid down.
Spend: $217.35
Orders: 17
Sales: $1937.25
down only amazon bid seller central
After new manual campaign strategy after 9 days with Bid Up and Down:
Spend: $611.82
Orders: 50
Sales: $7,242.49
bid up down amazon seller central
So as you can see from the data, when using a bid up and down strategy, sales drastically went up. And in this particular test the ACOS went down.
When we ran this same test on several other clients, we found the ACOS was similar between both bid up and down and bid down, however the bid up an down across any account we tested was at least 3x more in sales.  Other tests we ran were run in true A/B test fashion running the same timeframes with all things equal except the bid modifier.
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How to Create A+ Content on Amazon (Part 1)

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:

 

Getting Started

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.

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New Amazon Day Promotion – Prime Day Discount 2019

 

Prime Day 2019 is officially July 15th and 16th. Leading up to this expect a “Prime Day Week” of promotions from Amazon.

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.

Seller Central information:

Prime Exclusive Discount

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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How to Set Up Your Share a Sale Merchant Account

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 photos required to set up a share a sale merchant account

 

The next step will be to set up the legal agreement between you and your affiliates.

share a sale program agreement and PPC restriction rules for merchants. required during sign up.

 

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.

how to add a tracking code on share a sale. choose your shopping cart from shopify, woocommerce, bigcommerce, and magento.

 

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.

share a sale merchant setup step. test your tracing code by placing a full transaction.

 

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. 

 

share a sale merchant account setup. fee depost. 550 setup fee plus minimum 100 dollar deposit.

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How to Track Sales on Amazon from External Traffic Sources Using UTM Codes and Storefront Brand Pages

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.

Steps below:

  1. Go to the store page in Seller Central

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”

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How to launch and sell a product on Amazon, getting the your first sale

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:

WP3X-JKWNW2-G6CFA2
WPZR-GF2DXU-SXGNAU
WPSZ-5AUA5V-M3YEAC
WP96-2C8WYR-76QHAM
WPX3-ECBRB6-YANXAK
WPFK-KVBQ6M-5XGAA6
WPRU-2ZD47U-T9UGAQ
WPHM-M5YUVA-AK2FAT
WPPS-C4J89W-JC4UA8
WP89-ULKRT5-ERENAM

http://myamazonguy.com/contact

 

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Amazon promotions vs coupons vs sales (Strikethrough pricing no longer works)

There are a few options you have to drive to convert your traffic better using promotional tools. While it’s easier to double your traffic than it is to double your conversion rate, there are times called for that you want to discount. Below are the options available to you.
  1. Promotions – no cost, but are somewhat hidden and not easy to find. I chose this option because you are driving external traffic and you can simply say, 40% off, just add to cart, no promo code needed. One benefit to this is you can have unique promo codes used for external traffic and track which external source got the sale.image.png
  2. Price reduction/sale – no cost, but no strikethrough, customer can’t tell it’s on sale. We simply reduce price. This does trigger the camelcamelcamel followers, and conversion goes up with a lower price often. But customers don’t really know it’s lowered as compared to when it was higher.
  3. Coupon – Costs 80 cents a click. Very visible, clip to get the coupon. Shows in search results and top of product page. There is no tracking with this tool, you just know number of coupons clipped and used.
If the promotions don’t work, I’d suggest coupon next. Coupons I prefer to use if there’s not external traffic being used. With external traffic, you can educate the consumer and avoid the cost of a coupon.
Coupons
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Enhanced Content A+ EBC Amazon Strategy Tips & Tricks Keywords

Below are some links to helpful information on EBC/A+ Enhanced Content.

In depth guides:
Good Content Examples:
Main Methods:
  1. Add 1000+ words of copy
  2. Keywords in copy, headlines
  3. Keywords in alt text of photos (behind scenes)
  4. Take up space, decrease noise from competitors and other Amazon elements that don’t help your sales
  5. Organize information in a pyramid with the most unique product information at the top, product grid in middle and category information in middle, and brand story at bottom.
  6. Recommend using custom templates to build as you have assets available.
  7. Copy the templates over to other products.
Goals:
  1. Increase total keywords ranked for
  2. Increase keywords rankings to be higher ranked to page 1
  3. Increase traffic to listing
  4. *Enhanced content has not made much of an impact to conversion rates for most sellers – and is thus seen as more of a traffic play*
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