How to Drive External Traffic to Amazon Listings

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One of the most sought after prizes in the e-commerce industry is to land a product on the first page of an Amazon search result. But as the number of Amazon sellers increases, landing one of these spots has become much more difficult. This can be especially true if you focus your marketing efforts primarily on Amazon PPC campaigns.

Our partners at Feedback Whiz suggest that one way to boost your ranking is to utilize other platforms in order to drive traffic to your listing. Not only will it drive more traffic, but it can also add sales channels that may be less expensive than Amazon with a greater rate of return. Another added benefit is through using other channels it forces sellers through processes that may improve your Amazon PPC campaigns.

Start with Google

An ad platform many sellers initially think about is Facebook Ads. While this is an effective way to generate more traffic, experts say, it may not be your best first choice. In order to maximize the effectiveness of your Facebook bad, you’ll need “extensive knowledge and experience with marketing campaigns in general as well as in specifically employing Facebook ads, “says Feedback Whiz. “The potential for missteps is high,” they warn.

Facebook ads are highly competitive and can become very expensive if the ads aren’t targeting the correct potential customers.

They suggest that a better place to start is on Google. The structure of Google search ads is similar to that of Amazon PPC, so it’s easy to apply existing knowledge from PPC. And Google has a similar keyword process with relatively inexpensive margins.

Keywords are Key

One main thing sellers want to avoid is sending potential customers to your listing without them converting. Amazon actually penalizes sellers for promoting items that get a lot of click-throughs without actually converting. To try and mitigate this, it’s important to focus on exact keywords that are specific to your product, differentiating it from broader keywords.

Usually, once the audience is narrowed, sellers are more likely to attract potential customers with higher buying intent.

Wear Your Amazon Badge

When shoppers search on Google for desired products, the search engine displays pictures from a variety of merchants from Google Shopping.

It’s easy to get set up on Google Shopping. All you have to do is set up a merchant account and a website. You don’t even need to list your products!

Sellers can just put an Amazon affiliate badge on their site. This enables traffic coming to you from a Google search at a lower cost than a click-through ad on Amazon. Sellers can also put their Amazon affiliate badge on other shopping sites such as Shopify and Instagram so potential customers can find your products in more places.

Want to learn about how you can float the cost of your digital advertising on your credit card? Reach out to one of our knowledgeable Plastiq representatives at sales@plastiq.com.

 

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