Why Amazon Sellers Should Consider Using Facebook Ads

Why Facebook Ads For Amazon
First, let’s talk about why it’s a good idea for Amazon sellers to try out Facebook Ads.

Reach a Wider Audience
With Facebook Ads, you can get your products and brand in front of new people. With Facebook, you don’t need to be ranking high on Amazon to find potential customers. And even if you are ranking well organically for your main keywords on Amazon, Facebook allows you to spread an even broader net to attract new customers.

There are currently over 1 billion people who are active on Facebook every month. And another 100 million people on Instagram, whom you can show ads to using Facebook Ads Manager.

The sophisticated targeting tools of Facebook Ads allow you to really hone in to find your ideal customers. We’ll talk more about targeting methods below.

Get an Edge on Your Competition
Let’s face it, one of the most compelling benefits of selling on Amazon is that they do much of the marketing for you. You just have to rank for your top keywords, and take advantage of Amazon’s internal advertising platform. For this same reason, most of your competitors are not using external sources of traffic like Facebook Ads. Thus, Facebook Ads are a way you can get ahead of your competition.

When someone sees a Facebook Ad, they don’t see your competitor products, like with ads on Amazon. Of course, you’re certainly competing for a person’s attention with all the other distractions on Facebook (i.e., videos of Panda bears rolling down slides, and your ex-boyfriend’s divorce…again). The point is, when you reach a potential customer outside of Amazon, your products and brand aren’t competing with similar products at that moment. And if you can hook them in before they reach Amazon, you will stand out more in their mind.

The competitive landscape on Amazon is fierce. Just think, that on your own product listing, your competitors can buy ad spots to poach your leads. Facebook Ads give you a notch up in this regard, compared to just being on Amazon, where your competitors are lurking like hungry wolves.

Build Relationships and Brand Recognition
The goal of any marketer is to earn a place in the conversation that happens in the mind of a consumer. Facebook Ads give you a powerful tool to start and continue this conversation.

It often takes several touch points to lead someone from being totally unaware of your product to purchasing. Facebook opens the door for multiple points of contact; and not just the initial ad. If you use a landing page tool designed for Amazon, like LandingCube, you can utilize retargeting and email marketing for additional touchpoints.

With the Facebook Pixel placed on a landing page, you can track actions taken by people after they click on your ad. Then you can build custom audiences based on actions taken and show ads only to people who have claimed a coupon code, for instance.

You can use a tool like this to collect emails. Email is still the most powerful way of staying in touch with leads and customers. It can be used to drive additional promotions and sales, seek feedback and generate reviews.

Additionally, having a presence around the web, not just on Amazon, gives more credibility to your brand.

Diversification is Risk Management
Being totally reliant upon a single source of traffic (or sales) puts your business at risk. If you drop in the keyword rankings, you could miss out on a large portion of sales. Amazon could launch a brand in your category, effectively knocking you out. And suspension is always a possibility to be aware of. Using Facebook Ads to build custom audiences and email lists provides a hedge against the unknown. Also, if you plan on selling your business, additional sources of traffic and sales channels will make your business more attractive (and valuable) to investors.

Get More Sales
Finally, you can make more sales by driving traffic to Amazon with Facebook Ads. Plain and simple.

Creating Your First Facebook Ad Campaign to Drive Amazon Sales
So now that we’ve discussed the benefits of using Facebook Ads, let’s walk you through setting up your first campaign.

Before creating your first campaign, you’ll need to setup a Facebook Page and Ad Account.

Facebook Ads are broken down into three levels: Campaign, Ad Group and Ad.

Campaign Level
At the campaign level, you’ll be choosing your Marketing Objective.

For a promotion driving discounted Amazon sales, the conversion objective is best. In this case, a conversion would be when someone enters their email into the landing page to claim a coupon code. As the campaign progresses and data accrues, Facebook is learning how to show your ads to people who are most likely to convert.

If you don’t plan on offering coupon codes, it would be better to choose Traffic as your objective. And you can set your Amazon listing as the URL for which traffic is optimized for.

Ad Group Level
At the Ad Group level, you’ll be choosing the conversion event to optimize for (for a conversion campaign), the Audience, Placements, Budget & Schedule.

Conversion (Pixel) Event
In this case, Lead is your best option.

Audience
It cannot be stressed enough how important nailing your audience is. Regardless of how great your ad creative & copy are, if the ad is shown to the wrong people, you will not see results.

To reach a new audience of people most likely to become high-value customers, your best approach is to target a lookalike audience of past customers. This, of course, is only an option for sellers who have a history of sales. For a step-by-step guide to creating lookalike audiences from Amazon customer data (Fulfillment Reports), read this article.

If you don’t have a history of sales, Facebook still provides powerful tools to build a targeting audience. You can choose locations, age range, gender and languages that match your target demographic. And the real power comes in the Detailed Targeting based on advanced demographics, interests and behaviors.

Remember when Mark Zuckerberg testified before the US Senate? Yeah, Facebook has enormous amounts of data on its users. Without getting too much into the ethics of data collecting and advertising, the fact is, you can leverage this data to get your products in front of people who want your products.

There are seemingly endless things to target. Here are some ideas

  • Amazon.com: People with an expressed interest in Amazon will be more likely to purchase your products on Amazon.
  • Big brands in your niche: Think about the biggest and most popular brands in your niche or category and include those in your audience.
  • Influencers: Celebrities and influencers in your niche are great additions to your audience. For instance, if you want to target bodybuilders, Arnold Schwarzenegger would be a great addition.
  • Life-stages: You can target mothers of young children, people who recently changed jobs, college students, people with upcoming birthdays.

Get creative. Think about who your ideal customer is and build a profile of them.

And/Or, Narrow, Exclude
Within the detailed targeting, you can group things together so that someone must like only one of a list of things. For instance, they just need to like either Arnold or Bodybuilding.com. Or you can narrow down your audience and set it up so they must like both/all.

You can also exclude people who have certain characteristics.

Ad Level
At the ad level, you’ll actually be choosing the ad creative and copy for your campaign.

Creative
For your ad creative, you’ll want to create something that stops someone on Facebook/Instagram from scrolling. You need to quickly capture their limited attention. Videos typically work best, and if you have the resources to create a well-produced video, it can pay off immensely. For an image ad, you’ll want to include an attractive image of your product and highlight a salient benefit. For instance, if you are giving a discount, make that clear in the image.

It’s always a good idea to create multiple versions of your ad and leverage campaign data to find out which one performs the best. To learn more about split testing different ad creatives, read this article.

Copy
Copy is the words associated with your ad. In general, you can either keep the copy simple and to the point, or provide a longer, more detailed description of what you are offering. Either way, your goal, of course, is to get a prospect to click on your ad and check out what you have. To this end, you really want to hone in on what problems you are solving with your product. Think from the perspective of your ideal customer.

What issue are they struggling with that your product solves. And how can your product solve it better than others? This is especially important for top-of-funnel prospects- that is, people who are earlier on in the buyer journey. These people may not be convinced of the value of your product, so you have to convince them.

And, of course, if you are offering a great discount on Amazon, make that clear in your copy.

Destination URL
This is the web page where people will go once they click on your ad. It’s best to use a landing page, for the reasons stated above in the section on Relationship & Brand Building. A landing page allows you to explain your offer in more detail, before a customer reaches Amazon. And you can utilize the Facebook Pixel to build custom audiences, as well as collect emails for further communications.

Evaluating & Improving Your Campaign Over Time
While you certainly can find success in the first iteration of your campaign if you understand your customers quite well and create great ads with the right targeting, it’s always a good idea to improve your campaign over time.

The Facebook Pixel allows you to track how well your campaign is performing. You can create multiple targeting groups & ads to test which ones perform best. Turn off the poorly performing ones. Concentrate your spend on the better performing ones. And create new versions of the best performers, testing different elements.

Leverage the data available to continually improve your campaign for the best results. Approaching digital advertising with an experimental mindset leads to more success than expecting to get it right the first time.

In Summary: Driving Amazon Sales With Facebook Ads
Amazon sellers can reach a wider audience and build a more robust brand by using Facebook Ads. With Facebook’s huge user base and advanced targeting tools, you can get your brand and products in front of potential customers, drive more sales and build long-term relationships.

To learn more about driving external traffic to Amazon for more sales & a more robust brand, read this guide.

Bio: Before LandingCube, Thomas Pruchinski worked on two e-commerce brands in the health space. His focuses were on growing Amazon sales, email marketing & influencer partnerships. He joined forces with LandingCube in December 2016 as the first marketing hire to help Amazon sellers grow their brands by leveraging traffic sources outside of Amazon. He also runs an online apparel shop and performs stand-up comedy.