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What techniques are there for driving traffic to your Amazon listing? Here at LandingCube, we’re big fans of Gabriel Weinberg’s book “TRACTION: How Any Startup Can Achieve Explosive Customer Growth.”
One of the book’s most interesting concepts is traction testing. Traction testing means identifying a traffic channel idea, and spending a small amount of time and/or money to see if that traffic channel could work for you. Based on the results, you can then either double down on the traffic channel, or try a different one.
Each traction test is really just an experiment.
“The faster you run high quality experiments, the more likely you’ll find scalable, effective growth tactics.”
– Sean Ellis, founder of Qualaroo
How to test external traffic channels for your Amazon business
However, if you’re just starting out with driving traffic to Amazon, you’re better off keeping things simple.
Our advice is to choose one traffic channel that seems promising to you. Try it out, and make sure you track your results (using Google Analytics or the Facebook Pixel).
Spend a small amount of money on your experiment, and re-evaluate as soon as you have results. If your test worked – great. It’s time to double down. You want to put all your effort into extracting as much value as possible from this channel.
Your test didn’t work? No worries, just try another idea.
Channels vs. ideas
Be careful when making bold statements such as “Facebook Ads don’t work for me.” There’s a good chance that the implementation of your campaign (how you set up your ads – targeting, copy, images, etc.) is to blame, not the channel itself.
External traffic ideas for Amazon Sellers
There are tons of external traffic ideas to choose from; from crowdfunding on sites like Kickstarter to sponsoring local events.
Whichever channel you choose, ensure it goes together with your marketing strategy (read this for a more in-depth primer on building your marketing strategy).
Choosing from all these options, we’ve narrowed things down to our favorites. All of these are fast to implement, meaning you’ll have results in the shortest time-frame possible. Choose one of these external traffic channels to start with:
Search Engine Marketing (SEM)
Search Engine Marketing, also called Search Engine Advertising, lets you show your ads on search engines, such as Google and Bing.
This means your customers will see your ad at the moment they’re searching on Google or Bing for the things you offer. You only pay when people click on your ad. This is called pay per click.
Say you’re selling air purifiers. Search Engine Marketing will promote your listing when someone googles “air purifiers.”
As an Amazon seller, Search Engine Marketing is a great way to get started with external traffic. Simply show ads for keywords with a clear buying intent that are related to your product (eg. “iPhone power bank”).
To start, you’ll probably want to focus on Google AdWords, as Google has the most search volume. Ready to try Google AdWords for your Amazon business? Chapter 7 of this guide is dedicated to setting up AdWords for your Amazon listing.
What about Bing Ads? Some advertisers notice lower ad spend and higher conversion rates on Bing, but there’s less traffic because Bing is less popular. Our advice is to set up AdWords first, and then experiment with Bing.
Twitter Ads for Amazon FBA Sellers
Example of a Twitter ad.
Twitter has had a rocky couple of years. From slow user growth to the company’s stock dropping, there has been a lot of bad news recently. Still, Twitter continues to be one of the world’s largest social networks, with more than 300 million active users.
For a number of reasons, Twitter is not the first place you should start when driving traffic to your Amazon listing. It’s only worth experimenting with if you feel like you’re already maxing out on other channels, such as Facebook or AdWords. Still want to give Twitter Ads a try? Here’s a good tutorial.
Pinterest Ads for Amazon Sellers
- The average order value of sales coming from Pinterest is $50 – higher than any other major social platform.
- Pinterest is the #2 overall source of all social media traffic to Shopify stores.
- 93% of Pinterest users use the platform to plan purchases.
Suffice to say, Pinterest is a traffic channel worth exploring for Amazon sellers.
Image source: Pinterest.com
How it works
Pinterest Ads uses a system called “Promoted Pins.” This means you can get more visibility for your pins, and thus more traffic to your site.
Should you use Pinterest?
This depends on your business. Keep these two facts in mind:
- Pinterest is very visual.
- The majority of Pinterest users are female (81%, according to Business Insider)
If your products are beautifully designed, and/or if your target demographic is female, you’ll have better results then if you’re selling run-of-the-mill products targeted at men.
Interested in Pinterest Ads? This guide is a good starting point.
Instagram & Facebook Ads for Amazon FBA Sellers
Google AdWords and Facebook are giving each other a run for their money. They both have huge ad networks and highly sophisticated online advertising tools.
Example of a Facebook ad.
Facebook ads come with a huge variety of targeting options. From targeting people based on their age, gender, geographic location and interests, to (re-)targeting previous website visitors and customers of yours, Facebook has it all.
Facebook is one of the best ways for Amazon sellers to drive external traffic. That’s why chapters five and six of this guide is solely dedicated to Facebook Ads for Amazon sellers.
What about Instagram?
Instagram is owned by Facebook, so you can use Facebook’s advertising tools to promote your products on Instagram. Similar to Pinterest, Instagram ads will work especially well if you have nice looking products and high quality photography.
Targeting Bloggers & Influencers
Targeting influencers is one of the most effective ways to reach your target market. You’ll want to reach out to them, and get them to share your product with their audience.
Based on how big someone’s online following is, they might be happy getting a free review unit (many bloggers are hungry for content ideas), or you might be able to incentivize them with a payment of a few hundred dollars.
The most common type of influencer you’ll run into is bloggers. Bloggers are great because they usually have both an email list, social media accounts and a blog where they can post your product. Other types of influencers include YouTubers and Instagrammers.
Unlike buying ads on search engines or social networks, there’s a bit more legwork required with this approach. You’ll actually have to reach out to people and make deals with them. Nonetheless, this approach can be highly effective.
In its simplest form, influencer outreach for your Amazon business comprises three steps:
- Make a list of influencers in your space.
- Email them.
- Follow up. You can use a tool such as Boomerang to follow up with people if they don’t respond.
- Try to negotiate a deal.
Curious? Here’s a great case study on influencer outreach on YouTube:
You should now have an overview of which traffic sources are best for driving traffic to your Amazon listing. The next step is to choose a traffic channel and set up your first campaign. If you’re a beginner, our recommendation is to choose either Facebook Ads or Google AdWords to start.
Chapter 5: Advertising Amazon Products on Facebook4 minFacebook ads are one of the most powerful external traffic sources for Amazon sellers. Learn how to set up Facebook Ads for your Amazon business.