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The objective of advertising on Amazon seems pretty simple: win the bid, generate impressions, get the clicks, and convert those clicks into cash.
But between the click and the cash is the often forgotten danger-zone of your listing. The absolute best advertising in the world won’t provide you with a return if your product detail page isn’t optimized for the best possible conversion rate.
Each day, the average consumer receives an ever-increasing number of advertisements vying for their attention (for some this occurs literally from the time they wake up until the time they close their eyes at the end of their day). The challenge for every Amazon seller is how to cut through this daily barrage of ads and win the battle of how to have prospects stop, look and ‘listen’ – to zone in on your product(s) and most importantly, decide to purchase them.
Attention spans are short. One of the best ways to address this fact of life for Amazon sellers is by incorporating Amazon’s A+ Content into their strategies for moving to the front of their niche.
A+ Content (formerly “Enhanced Brand Content”) is another tool in Amazon’s revenue generation arsenal that sellers should explore when trying to figure out the best way to stand apart from the competition in their niche.
The A+ Content feature enables brand owners to showcase the unique value proposition of their products.
Sellers can go above and beyond presenting the basic product information and display it in a much more captivating way to draw the attention of shoppers.
It gives the brand owners the ability to describe the product’s features in a different way by including a unique brand story, enhanced images, and text placements.
This detailed approach to providing product information has the ability to:
This feature is only available to sellers who have been approved as brand owners through the Amazon Brand Registry process.
Once a seller has been approved, they will be able to add A+ only to products that are part of their approved brand catalog.
Bonus Strategy Tip: Sellers using Amazon PPC software like Entourage 2.0 can make A+ a part of their overall sponsored ads campaign strategy, effectively increasing the ROI on their ad spend and reducing their ACoS. Research your highest converting search terms, just like you would for ACoS Scraping, and build an A+ Content module around those phrases.
To be eligible for Brand Registry, you need to have an active, registered, or pending trademark in each country where you wish to enroll and the brand name for your trademark must be clearly visible on products or packaging. The trademark can be a word mark or a design mark. The trademark owner must be the one to submit the Brand Registry application.
If you’re enrolling with a registered trademark, the registration number listed on the Intellectual Property office must be included in your application, along with a list of every single product category you’re listing in.
The process might seem arduous, but once the application is accepted, an entire world of opportunities for the approved brand becomes available.
Not only will sellers gain access to A+ Content, but they’ll also be able to utilize Sponsored Brands advertising (including video ads), Amazon Stores, and Brand Analytics.
A hard truth is that it is next to impossible to build a major brand on Amazon without utilizing these resources. Customers are used to seeing things like A+ content from top brands, and associate that level of branding with trustworthy sellers.
Once you’re approved, a registered brand owner still needs permission to add an A+ Content description to any one of their ASINs. A+ is only allowed for certain types of products (for example, you are not permitted to add A+ to ASINs that aren’t part of your registered brand).
Amazon approves each A+ submission on an individual basis. They will either be accepted or rejected with reasons stated for the rejection. This usually takes between two and seven days.
If you want to take advantage of A+ Content, you must adhere to these guidelines:
NOTE: Amazon sellers utilizing A+ Content should periodically check to ensure that they are up-to-date with Amazon’s latest guidelines because the above list isn’t necessarily an exhaustive list. For a full list, straight from the source, check out Amazon’s guidelines here.
To get started with A+ Content, follow these steps… beginning in your Seller Central account:
Your Amazon advertising should be based on a thorough understanding of your branding. Advertising doesn’t happen in a vacuum, and an advanced Amazon PPC strategy should always incorporate brand messaging and media. Your advertising partner should be building ads with your brand story, A+ content, storefront pages, posts, and cross-selling opportunities in mind.
If you’re not sure that your advertising is taking this multifaceted approach, consider scheduling a free exploratory call with the experts at Entourage Management Services. The EMS team can create, implement, and manage a robust, profitable advertising strategy for your brand, freeing you up to focus on other areas of your business.
Entourage: Software to Scale Amazon Ads and Results Driven Management.
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He is the owner and founder of PPC Entourage, one of the original amazon ad software and management companies. Mike started off as a physical therapist in 2015 and just knew there had to be a better way so he started his ecommerce journey. Using the power of Amazon Ads, he built a 7 figure brand in less than one year. Now he helps other sellers do the same with free valuable education, PPC Entourage software and the ad agency. He is also the author of the Amazon Ads Playbook series.
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