Before we dive into this new addition to Sponsored Brand Ads (SBAs) let’s cover the basics.
SBAs (formerly known as Headline Search Ads) are ads that are able to display up to three products with a custom marketing message, and image. Like other ads running on Amazon the targeting is keyword or product based.
Sponsored Brand Ads are only available to Brand Registered sellers and include the strong metric New-to-Brand (NTB). The NTB metric essentially tells a seller if a customer is purchasing for them for the first time in the last 12 months or if they are an existing customer.
Now let’s talk about the new addition!
Store Spotlight is being added to the Sponsored Brand arsenal. This mobile-only ad type is set up identical to a Product Collection. The only difference is you pick which pages from your Amazon store you’d like to highlight instead of picking which products to show in the ad.
You can use up to 50 character for your headline, as well as up to 40 character display names for each page. You are also able to pick out one product image per page that will show above the display name.
The benefit of this program is it has the possibility of driving traffic to your Amazon store and increasing the brand awareness of your various products. This also allows you to put together a stronger ad with increased customization that will be sure to draw more attention to your products.
Store Spotlight is currently in beta testing, so if you are seeing this option our team highly recommends you test it out now since not everyone has access to the opportunity.
As you all are aware, in December 2019 Amazon threw a ton of changes in for autoresponders.
To recap the changes Amazon implemented, You cannot include:
Any external links (this has always been a rule but it is a good reminder!),
Links to Amazon detail pages or storefronts,
Marketing messages or promotions (we are so sad to see this one go!),
Logos if they contain links,
The word “Important” in your subject line,
Promotions for additional products,
Anything that asks for a positive review (you can ask for a review, but exclude anything like “If you had a positive experience please leave us a review here”)
Multiple messages asking for the same review repeatedly,
The same attachment in multiple messages,
Any attachments that are not necessary to complete the order.
Today we are focusing on this rule: You cannot include links to Amazon detail pages or storefronts
Our team has gone back and forth on the matter and because of this rule, we have decided to change our review ask to be a manual process instead of linking the review link. Because Amazon is stating to not include any Amazon links we feel that writing out the steps to leave the review is the more conservative and compliant approach.
Here is what our manual ask looks like:
If you have not already left a review on your experience with us and our product, we would love to hear about your experience!
Simply head over to Amazon and log into your account.
Tap on the menu bars in the top left corner, then click on “Your Orders”.
Tap on our product that you recently ordered, then click on “Write a product review.”
If you have any questions about your autoresponders our team suggests you reach out to your autoresponder software provider directly.
As we all know, Amazon has really been changing the review landscape the last couple of months.
One new feature that stands out is the addition of the Request a Review button located within each order that was placed within the last 30 days. One concern we have heard from multiple sellers is how do we automate this process?
Luckily, our friends over at Jungle Scout have the answer! With Jungle Scout’s extension, now you can request reviews for your Amazon orders in bulk.
The extension is super easy to use and will help you Request a Review with ease.
To try it out, all you have to do is log into Seller Central and click on Orders, and then Manage Orders. Next, click the ‘JS’ button on your Chrome’s toolbar as if you were going to open your Jungle Scout extension. When you do, it will ask for you to allow additional permissions. Your Orders page will then reload and new orange buttons will appear along with the other ones.
Here is what it will look like:
At the top, right beside the Order page’s filters, you’ll see an orange button that allows you to ‘Request reviews on all pages.’ When you select this it will automatically click each Request a review button for every order that qualifies, and BOOM you have officially requested your reviews.
Our team suggests that you do this process once a week to ensure that you are always keeping up with your Request a Review options.
To find out more about this tool or to sign up for Jungle Scouts extension head here!
We’ve recently been seeing amazing results with Amazon’s Advanced Dynamic Bidding features. Dynamic Bidding helps sellers make stronger decisions when it comes to managing their PPC campaigns, by allowing Amazon to dynamically adjust your keywords bids based on where the ad will show up.
Why is this useful?
Different placements (which are where on Amazon that your ad is actually displayed) have different conversion rates. So, you can tell Amazon you’re willing to pay more if your ad is being served to a better placement. Here’s an outline of the different placements, and what you can generally expect from them.
Top of Search (first page): This placement is the first 2 or 3 listings displayed when someone makes an Amazon search. Top of search will almost always have significantly higher click through rates (CTRs) and conversion rates, so you’ll generally want to allow Amazon to make a bid adjustment, to increase your bids here.
Product Pages: When someone makes a search on Amazon, then clicks onto a product listing, your ads may be displayed at the bottom of that listing. This placement will usually have the largest portion of impressions, and the lowest CTR and conversion rate, and generally a higher ACOS. In most cases, you’ll want to leave your bid adjustment at 0%, so Amazon is more likely to favor the other placements.
Rest Of Search: With this placement your listing is displayed lower on the page among the search results. While this can oftentimes have a favorable ACOS, the CTR and conversion rate will nearly always be much lower than the Top Of Search placement. The Rest Of Search placement cannot be adjusted.
So how does it all fit together?
Take a look within one of your campaigns at the “Placements” tab. If you’re seeing results like we’ve described, where Top Of Search has the best performance, add a 100%-200% dynamic adjustment. Then, go into your keyword bids, and decrease them by the same amount.
Increase your ranking with these powerful links to your Amazon listings
Here at TurnKey we are really focusing on rankings because at the end of the day rankings truly control your fate on Amazon.
Our go to software to make this happen is Helium 10’s Gems Software. Using this program we are able to use multiple super URLs that help with ranking our products.
Here is what they have to offer:
2-Step Via Brand URL: You can use this to target specific keywords when sending customers to Amazon by restricting products by brand and keyword. You can give a specific ASIN and price to narrow down the list if needed.
2-Step Via Hidden Keyword URL: You can use this URL to target specific keywords when sending customers to Amazon by restricting products using an ASIN as a hidden keyword.
2-Step Via Field-ASIN URL: This URL will target specific keywords when sending customers to Amazon and restrict ASIN using Field-ASIN.
Canonical URL: Search-engine friendly Amazon URL where you will submit five keywords for a given ASIN.
Add To Cart URL: Our favorite here at TurnKey! Send traffic directly to ‘Add to Cart’ page where customers can purchase your product with ease.
Buy Together URL: You can use this URL to send traffic to a cart page that combines two or more products.
Targeted ASIN Search URL: Generates an Amazon search result page URL that will have a list of ASINs that you specify.
You want to know what makes this program even better? It is absolutely free and you can check it out here.
Be sure to try out this strategy that we are super excited about!
Well it is official, Amazon Vine is available for Amazon sellers! Originally the program was only available for vendors operating their Amazon business within Vendor Central but it has finally made its way over to Seller Central after years of waiting!
What is the Amazon Vine Program?
Amazon Vine is an Amazon program that enables a select group of Amazon customers to post reviews about products on Amazon to help their fellow customers to make educated purchasing decisions. Amazon will be the one to choose the reviewers who will be referred to as the Vine Voices.
Eligible sellers will access Vine in Seller Central via the Advertising tab. Once you have enrolled your brand you will be able to select different products to add to the program. In order to enroll your product, it must have less than 30 reviews. Once the product hits 30 reviews either organically or through the Vine program the enrollment will be concluded and the product will no longer be up to review by the Vine Voices.
How is this different from the early reviewer program?
The big difference between the two programs is for the early reviewer program customers have to purchase the units to leave the review but for Vine you are giving them free product to review.
At this time, it appears this program is free to all eligible sellers BUT our team suggests you read through the Vine terms to see any fees that may apply.
HEAD TO THIS PROGRAM NOW AND GET THOSE REVIEWS COMING IN!