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Pay-Per-Click on Amazon Can Only Get You So Far – How A+ Content Helps with Conversions and Ranking

Best Practices / September 22, 2021

A primarily an Amazon PPC software company, we obviously talk a lot about PPC. It’s clearly important. It’s important for launches, it’s important for sales, it’s important for rank, and it’s important to keep you relevant as more and more competitors move into the space. 

But where we sometimes fall short in explaining the other important factors that go into propelling your Amazon store into being a recognizable, coveted brand that people not only want to buy products from – they keep coming back for your products. Because isn’t that the real “holy grail” every brand aspires for? Long-term loyalty? In fact, according to Outbound Social, “acquiring a new customer can cost five times more than retaining an existing customer and increasing customer retention by 5% can increase profits from 25-95%.” Even more shocking, “the success rate of selling to a customer you already have is 60-70%, while the success rate of selling to a new customer is 5-20%.”

And look, as important as Amazon advertising is to get your product found, it’s up to you to actually make the sales transaction. No amount of PPC is going to make up for a bad listing. Period. This is why you (as a seller) really need to focus on making sure that your product explains the “who, what, where, when, why, and how” so that customers gravitate toward making a purchase than taking advantage of A+ content. 

Pay-Per-Click on Amazon Can Only Get You So Far - How A+ Content Helps with Conversions and Ranking

If you’re not aware, A+ content is offered to those that are Brand Registered with Amazon and gives you a “leg up” on the competition, provided that you actually utilize this allotted space properly. Just as anything in life, we’ve seen people use it to their advantage and other people that make a complete mess out of it. It can almost be comparable to drinking – some people can handle their liquor and others try too hard and make an ass of themselves. 

Trust us: there is some amazing A+ content out there that really knows how to captivate an audience. And then there are outliers that really ruin their chances – either by trying too hard, trying to cram too much information into one allocated space or simply don’t understand how to take a potential client through the customer journey. 

PPC Doesn’t Sell Products, A+ Content Does

Amazon is all about providing a great experience for its customers. Customers don’t purchase things because they encountered a sponsored ad. Sure, that may pique their interest but it’s not what turns a “maybe” into a “hell, yeah I need that.” In fact, an abundance of CTRs resulting in no conversions actually hinders your ranking and chance at sales. 

Your detailed page is your chance to use persuasive sales copy to, you know, actually, SELL your product. Think of it as if you were running a brick-and-mortar storefront: your ads and signs may bring people to the store, but that isn’t what actually incentivizes buyers. 

PPC Doesn’t Sell Products, Content Does - A+ Content Helps with Conversions and Ranking

What pushes interest into a sale is when you can answer what makes your product special, how your audience can benefit from it, and why they should feel connected to your brand. And A+ content provides the real estate to actually expand your creativity and tell your story through banners, images, and charts. 

What is A+ Content on Amazon?

According to Amazon, having A+ content can increase sales between 3-10%. Plus, it takes only a few days for Amazon to register your Trademark (which is essentially what Brand Registry means).

A+ content replaces the boring text of your product description and provides the opportunity to create engagement and explain (in detail) to thousands of potential customers: WHO you are, WHAT your brand stands for, and WHY your product is far superior to your competitor’s. Think of it as your digital brochure.

Important observation: A+ content shows up first on mobile. Do you remember the phrase “you never get a second chance to make a good first impression?” Well, this is your digital first impression. Make it count! 

According to a 2018 CPC Strategy Study, 24% of shoppers use their mobile devices. In 2020 Venture Beat reported there were 150 million paid Prime members. That means between 30-40 million Prime members would be seeing your A+ content before seeing your bullets. If your A+ content isn’t a scroll-stopper, you’ve missed your opportunity to create an impressive first impression. 

So, what are the best practices when it comes to A+ content? Here are 6 ways to make the most of it.

1. More Banners, Less Text, More Sales

Look, we get it. Your product is amazing and we’re sure you could probably spend hours talking about how superior it is compared to similar products like it on the market. But guess what? Nobody wants to listen to a Ted Talk and they certainly don’t want to have to bushwhack their way through a bunch of tedious content. Sure, they want to make a savvy purchasing decision based on the provided information, but that information needs to be clear, concise, and obvious. 

You are ultimately trying to achieve scroll-stopping behavior. This is when a potential customer is so interested in your A+ (be it images, colors, infographics, whatever) that they actually want to read it. 

1. More Banners, Less Text, More Sales - A+ Content Helps with Conversions and Ranking

Below are some examples of the A+ content. As you can see, the sellers are provided plenty of opportunities for graphics and text. The Amazon modules bequeath sellers the freedom for creative expansion and storytelling where the bullets only provide the cliff notes. Plus, because the actual text on A+ content does not index, you have more freedom to utilize this space for eye-catching banners and creative sales copy. 

Notice the difference in the way these two companies utilize A+ content. While one utilizes the text boxes for extensive sales copy, the other forgoes the typical modules and instead opts for infographics in the banners to highlight their product. Which one do you gravitate to more?

Example 1:

A+ Content Helps with Conversions and Ranking

Example 2:

While both examples are great A+ content, the first example (subjectively) is a better use of the space. The first is an example of using the banners to call out features and benefits that are more attention-grabbing than the second. In the first example, the seller appropriates infographics within the images that tend to capture people’s attention more whereas the second example simply uses the text boxes to highlight their features and benefits. While neither option is necessarily right or wrong, it does represent the contrast between using imagery and banners to tell a story and using call-outs as opposed to relying on basic text to essentially do the same thing.

2. Alt Text & Headliners are for Google Search

While the actual text boxes don’t index, the headliners and image alt text within the modules can be indexed by Google, so your product can be found on Google search, sending more external traffic to your storefront which Amazon loves. Any opportunity Amazon can encourage to send outside traffic to their platform is always a bonus.

Below are where you can find the headliner sections as well as the alt text boxes. 

Alt Text & Headliners are for Google Search
A+ Content Helps with Conversions and Ranking - Keywords

An example of good use of the headliner sections would be something as follows:

Waterproof Diaper Bags to Prevent Links

Here, you have used the keyword “waterproof diaper bag” but also indicated what makes that bag desirable for new parents that have to deal with food and drinks spilling in bags. 

These sections will increase your conversions and as the listing shows improvement on sales, over time your listing will get in front of more eyes on Google’s search engine. 

It’s important to also keep in mind that the image alt text boxes are designed for blind people, so they provide an explanation of what is in the image without certain people being able to view it. Thus, you don’t want to keyword stuff these sections. Use a few long-tail keywords combined with descriptors to explain the image and help you index.  

Below, is another beautiful example of how the seller took advantage of the banners to really make their listing “pop” while also answering any questions that the potential customer may have.

3. More Room to Highlight Features and Benefits

A+ can offer you a chance to really get down to the details. There is only so much you can squeeze into a 200-500 character bullet (which, by the way, we recommend only creating bullets around 200 characters). 

 Why not take the customer on a journey? In this example, where the ingredients are the most prominent part of the product, this client chooses to highlight the health benefits of each ingredient. With most comfortables being hyper-aware of what they feed their dogs, these call-outs gain trust and invoke confidence in shoppers. 

Highlight Features and Benefits

Essentially, A+ is an opportunity to convey the information you weren’t able to with your main images and bullets. More modules and options mean you can really stretch out your creative legs and come up with cool ways to position your brand and product. Plus, it positions you as an expert in the space which evokes trust and eventually, brand loyalty. 

4. Cross-Promote and Upsell Your Catalog

Imagine you have a top-selling product that has thousands of page views a day. The comparison chart allows you to place new or lower selling products directly on a top converting ASIN without having to create child ASINs which may not even be feasible if the products are all different.

This also is a huge advantage for sellers who took the time to develop a customer avatar and to expound on why your brand provides a holistic approach to whatever they are selling. Brands that do this have a competitive edge because they source products that complement one another. When they complement one another, it provides more value to their customers and helps to raise their average price per transaction (along with creating more brand awareness).

Cross-Promote and Upsell Your Catalog

Think of it as a free means of advertising. 

5. Give Your Brand Story & Mission a Voice

Who isn’t a sucker for a good brand message and mission? People connect with other people – not things – and the majority of people end up purchasing from a subconscious, emotional level. 

The best way to get people to know you and identify with your brand is through A+. 

Furthermore, 3rd party sellers as a whole, sell billions of dollars in annual revenue on Amazon. You are doing yourself a disservice if you assume that no one cares about “added fluff” to your listing. Even if we are to assume that customers don’t really care about A+,  make them care about your brand. Let them know the story… inspiration… the WHY behind it… 

Remember: You aren’t just selling a product; you are selling a dream, an easier way of life, something that offers promise. And if you can express that message via A+, you are one step ahead of everyone else on Amazon who is just trying to make a quick buck. 

A+ Content Bottom Line

With so much emphasis on keywords and PPC, it can really steal your focus from making sure your actual storefront is something sellers gravitate toward. Again, PPC is a powerful tool at getting your listing found on Amazon, but there are zero guarantees that the CTR will lead to a sale. A+ is a great way to convince buyers to move forward with their purchase. A few quick tips:

      1. Don’t reuse images that you have on your main photos. It’s redundant and defeats the entire purpose of A+.  Splurge on a few extra images, engage your social media followers, or do it yourself and show something authentic and truly organic.
      2. Keep fonts & colorways consistent within your brand guidelines along with the listings you have both on Amazon and other platforms.
      3. Get a scroll-stopping image that summarizes the “why” of your product and incorporates your logo for immediate brand recognition.
      4. Sell your brand. Distinguish yourself from the sea of sellers on Amazon promoting the same product as you. Show who you are and what you stand for and truly outshine the competition. 
      5. Follow-up with a connection. Have a module that calls out your customers’ apprehensions when first deciding on your product and then be clear on the solution your product provides
      6. Cross-sell, up-sell, down-sell, showcase your product lines. This is a great strategy to use when you have a top-selling product that is the source of most of your traffic. 
      7. Again, people connect with people, not things. It’s advisable to have some lifestyle images so that customers can see people actually using your product and can mentally put themselves there. 

Most importantly, put yourself in your customers’ shoes. What questions would you want to be answered? What things would you need to know before committing to a product? The problem is that most sellers know their product so well, they often forget to mention or highlight things that the layman may not know. If you are too close to your product to do this, ask friends what they think. Other people’s input is invaluable in order for you to make sure you’re dotting every I and crossing every T. 


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