How to Drive External Traffic to Your Amazon Listing
On the off chance that you’ve exploited all the advertising solutions Amazon has to bring to the table yet at the same time feel as though there’s space for more growth, it very well might be an ideal opportunity to investigate off-Amazon advertising.
At the point when consumers are shopping for products online, almost 74% beginning their search on Amazon. While this is an impressive stat, shouldn’t something be said about the other 26% of searches? You might actually arrive at a lot more customers by putting a heavier focus on external traffic sources.
Why is it Necessary to drive external traffic on your Amazon Listings
As the competition on Amazon and sponsored ad costs continue to increase, you need to excel and search for additional ways to drive qualified traffic to your listings. While Amazon has unfathomably incredible internal advertising solutions for sellers and brands, you could be passing up sales by not advertising outside of Amazon.
Before you start driving traffic to your Amazon listings, it is vital that your listings are already properly optimized and have a respectable conversion rate. If not, you’ll burn through your time, and all the more critically, your money. Indeed, even the best off-Amazon advertising won’t convince most customers to purchase an item with low-quality listing images, a stripped down description, and few or poor reviews.
A fully optimized listing will have the following elements:
- High-quality images
- SEO-friendly copy
- Informational bullets and thorough product descriptions
- Amazon A+ content (if applicable)
- 20 to 30 reviews with at least a 4-star rating
In the event that your listing is brand new or you don’t have high-quality images yet, look out for sending external traffic until you’ve had an opportunity to take a few — they’re that important!
A significant benefit of driving external traffic to Amazon as opposed to depending just on its three PPC ad types is that you can pipe traffic straightforwardly to your Amazon storefront — which is liberated from competitors’ listings or ads.
You can increase your Best Seller Rank
On the off chance that your items have a consistent conversion rate from Amazon’s immediate traffic, your sales will probably increment as you send qualified external traffic to your listing — thus, expanding your Best Seller Rank. The better your Best Seller Rank, the better your sales.
You can improve your keyword rankings
Amazon appears to favor listings that drive external traffic to Amazon — as long as that traffic is converting into sales. A significant benefit to this is that you can hope to see a boost in your organic keyword rankings inside search results.
You’ll gain valuable insights about your customers
On the off chance that you are enrolled in Amazon’s Brand Registry program, you approach an incredible analytics apparatus called Amazon Attribution. Attribution gives brands detailed analytics and insights that reveal which non-Amazon marketing channels turn out best for your business.
Ways to drive external traffic to Amazon
- Amazon Sponsored Display ads
Amazon Sponsored Display ads are accessible to third-party sellers took on Brand Registry, just as Vendors. This device permits you to create display ads on and off-Amazon.
Not exclusively will your display ads be introduced across Amazon search results and item detail pages, they’ll likewise be noticeable to clients on third-party websites and applications.
Since this promotion type was dispatched in 2019, 25% of third-party sellers have utilized Sponsored Display ads for their Amazon business. This isn’t the most mainstream advertisement type on Amazon, yet at the same time represents 2% of Amazon’s advertising revenue.
On the off chance that you are brand registered, trying out off-Amazon ads utilizing Sponsored Display truly is an easy decision.
Watch the below video for a quick beginners guide on Sponsored DisplayAds
2. Facebook ads
Did you realize that 21% of consumers start their search for products on social media? That is too enormous a number to ignore. Facebook Advertising is an amazing marketing instrument that permits you to target specific interests and demographic gatherings that are bound to search for and purchase your products.
With the Facebook ad platform, you’re additionally ready to make Instagram ads that will show up in clients’ feeds as they look through. When done correctly, Facebook and Instagram ads can effectively affect your Amazon FBA sales!
You can try out variations of Facebook ads to perceive what generates the most conversions for your listings on Amazon. Evaluate diverse ad copy, test videos against images, target various audiences, and pilot distinctive ad types.
3. Social media marketing
In the event that you don’t have some sort of social media marketing strategy, you’re as of now falling behind. Exploit social media platforms to grow your brand, construct a following, connect with your crowd, and increase brand awareness. Consumers are as of now looking at their phones the entire day — it’s an incredible marketing opportunity!
On top of your own social media strategy, your brand can get in front of thousands, or even millions of viewers on the off chance that you draw in social media influencers in your niche. Influencer marketing can emphatically affect your business whenever done effectively.
Collaborating with influencers in your space can assist with growing your social media following and increase your sales on Amazon and other ecommerce platforms.
You dislike what I’m going to say, however your brand ought to be on TikTok. TikTok is responsible for some, products going viral and causing huge spikes in sales! There is definitely not a silver shot for what makes an item arrive at TikTok viral status, however being on the stage and engaging your supporters with regular posts is a strong start.
4. Affiliate blogs
While you won’t have full control over this option — except if of course, you own your own niche blog site — this is an incredible method to assist with driving additional traffic to your Amazon products.
There are numerous niche sites out there run by content creators who are essential for the Amazon Associates Program. At the point when they expound on a product, they’ll incorporate an affiliate link to the Amazon listing. That way, they procure a commission each time one of their blog visitors clicks on their link and purchases the product on Amazon.
Search for these sorts of blogs, YouTube accounts, and websites in your niche and reach out to them to inquire as to whether they would be interested in highlighting your product for their blog or video.
Measure your performance
As we mentioned above, ensure you utilize the Amazon Attribution apparatus when driving external traffic to your listings. If not, you will struggle figuring out how and if your ads are working.
Attribution provides significant metrics like the click-through rate, impressions, add-to-truck rate, and number of purchases attributed to every ad channel. You can see data for multiple external sources, including Facebook, Google, Youtube, Instagram, Twitter, and even email marketing. These are critical to understanding which ad channels are effective, and which should be optimized or dropped.
Conclusion
We trust this article assists you with understanding the importance of driving external traffic to your Amazon listings. Not exclusively will it help you drive more sales and awareness to your brand yet it’ll help you acquire some valuable bits of knowledge about your customers that other Amazon sellers will not have the option to do.
