Retargeting is a powerful way to drive outside traffic to your Amazon products. With Facebook retargeting for Amazon products, you can show Facebook ads to people who’ve visited your website or bought from you in the past.
Retargeting ads are particularly powerful because they are only shown to people who’ve previously interacted with one of your products or your brand.
These people are a lot more likely to buy than the general population. You know they have at least some interest in what you have to sell.
This chapter explains how you can set up retargeting ads for your Amazon FBA business.
Retargeting works by adding a code snippet (often called a pixel, such as the Facebook Pixel) to your website.
The problem with this approach is that as an Amazon seller, you can’t add the necessary retargeting code to your Amazon listing. This complicates retargeting for Amazon product listings.
Luckily, there are two approaches that you can use to set up Facebook retargeting for your Amazon business:
Option 1: Retarget your existing customers. This option lets you show retargeting ads to your previous customers. This is handy if you launch another product in the niche, or if you have a product your customers can buy again (such as a nutritional supplement).
Option 2: Retarget landing page visitors. If you drive traffic from outside Amazon to a landing page (which you should), you can place retargeting code on your landing page. This will allow you to retarget your visitors.
The rest of this article will walk you through the exact steps to set up a successful Facebook retargeting campaign.
Choosing a goal
Before setting up retargeting, you want to think about your goals. What do you want to accomplish? There are a number of interesting options:
You can send people to a landing page that allows you to capture their email address.
You can retarget buyers asking for honest feedback in the form of Amazon product reviews.
You can give away single-use promo codes, so you can boost your sales velocity and BSR.
If you have an e-commerce store, such as Shopify, you can drive people to your own store.
The two biggest retargeting advertising networks are Facebook ads and Google AdWords.
Facebook Retargeting for Amazon Sellers
Facebook retargeting lets you place ads in your prospect’s Facebook & Instagram feeds.
The key to a successful Facebook retargeting campaign for your Amazon products is to understand Facebook Custom Audiences. Using Facebook Custom Audiences, you can show ads to your customers, or to people who have visited your website or your landing page.
Creating ads with custom audiences is similar to creating a “normal” Facebook ad campaign. The main difference is that, instead of targeting people based on their interests, you can choose to target a custom audience.
We’ll talk about how to set up Facebook custom audiences for your Amazon business later in this chapter.
To keep it simple we’ll focus on Facebook retargeting for the rest of this article. That being said, AdWords retargeting is a powerful way to drive traffic, so feel free to investigate it further. You can learn more here.
Option 1: Retarget your existing Amazon customers on Facebook
People who have bought from you in the past will be likely to buy from you again in the future. They’ve shown they’re willing to spend money on the products you are offering. Selling to these people will be comparatively easy.
The way to retarget your existing Amazon customers is by uploading your customer database to Facebook so you can create a Custom Audience. Your Amazon customer list contains data (eg. name, zip, city, state) that Facebook can match with their users. This isn’t perfect. You won’t have a 100% match rate, but you will be able to target a lot of your customers this way.
What kind of match rate can you expect?
A while ago, Amazon let you export your customer’s phone number. Phone numbers make it very easy to match your Amazon customers to Facebook users.
This appears to have changed. The remaining relevant data points you can still access are:
Using these data points, you will be able to match a good percentage of your customers to Facebook users. In one test, we uploaded about 5,500 customers, and Facebook was able to match 2,200 of those people to Facebook accounts. This is a match rate of approximately 40%.
Step 1: Downloading your Customer list
First, go to Reports -> Fulfillment
Then, go to Sales -> Amazon Fulfilled Shipments.
Go ahead and schedule a report. As mentioned above, the match rate you can expect is about 40%. Considering that your custom audience should be as large as possible (in an ideal word 10,000+ people), we recommend going for a long time frame: 30 days or more.
Download the report.
Step 2: Download & format your spreadsheet
Download your report and open it with Excel, or any other spreadsheet editing tool. The only change you’ll need to make to your spreadsheet is to split the name column into two: First name and Last name.
Advanced Tip: Segment your customers by product. If you sell multiple products, you may want to split your spreadsheet by product purchased – especially if they aren’t all related. To do so, sort or filter your spreadsheet by Product, and copy and paste your customers into a new empty spreadsheet.
Step 3: Creating a Facebook Custom Audience from your Amazon customers
Log into your Facebook ad account and go to Assets -> Audiences.
Choose Create Audience -> Custom Audience.
Choose Customer File -> Add customers from your own file or copy and paste data.
Now, upload your spreadsheet. Match the following fields:
Phone number (if available)
Congrats! You’ve just created a Facebook custom audience from your Amazon customers. Depending on your audience size, you’ll need to wait up to a few hours for Facebook to fully process your upload.
Now that you’ve created your custom audience, you can start running Facebook ads. The process is similar to what we’ve described earlier. The only difference is that instead of targeting people based on their interests, you’ll target the custom audience you just uploaded.
Do Amazon’s terms of service allow this? In its communication guidelines, Amazon states:
In general, you may contact buyers (Amazon.com customers) only to complete orders or to respond to customer service inquiries. You may not contact buyers for marketing or promotional purposes (including via e-mail, physical mail, telephone, or otherwise).
It’s unclear if showing Facebook ads to people counts as “contacting buyers.” The above policy is aimed at preventing sellers form emailing, snail mailing, or calling buyers. Regardless, the above approach seems like a bit of a gray area, so do proceed with caution.
A safer approach that is still highly effective is to create a lookalike audience (instead of a custom audience) from your Amazon customers. Lookalike audiences are people that have similar characteristics to the list of people you’ve uploaded. Using this approach, you’ll be able to show targeted Facebook ads to people very similar to your customers. You’ll also be able to rest assured that you’re not violating Amazon’s terms of service.
Retargeting landing page visitors
The second option you have is to retarget people that visit your landing page. This approach is very effective, and completely in-line with Amazon’s terms of service.
Why use a landing page?
If you drive outside traffic to your Amazon listing, you should always send your visitors to a landing page, instead of straight to your listing. For a detailed explanation, refer to Chapter 1.
Step 1: Facebook Pixel setup
First, you’ll want to add the Facebook Pixel to your landing page.
What is the Facebook Pixel?
The Facebook Pixel lets you build advertising audiences based on their behavior on your website. You can create a Facebook Pixel for free by following the instructions here.
Step 2: Wait
Start driving traffic to your landing page and wait. Facebook will start collecting data about your visitors. You’ll need to drive at least 100 visitors to your landing page before proceeding.
Step 3: Set up your Facebook retargeting audience
Set up a Facebook Custom Audience for the people that interacted with your landing page. Keep in mind that Facebook’s minimum size for custom audiences is 100 people. This is a precaution by Facebook that ensures you can’t target specific people individually.
Go ahead and create a Facebook Custom Audience.
Choose Custom Audience
Choose Website Traffic
Now, you can either choose to target everyone (All website visitors), or only people that performed a specific action. In this example, we’ll create a custom audience for people that triggered the Lead event. LandingCube triggers the Lead event when someone enters their email in exchange for a coupon code.