If you’re an Amazon seller and you’re only relying on Amazon PPC for sales and ranking power, then you’re doing yourself a disservice. There’s a whole lot of fish out in the sea. You can be running qualified external traffic to your listing using platforms like Google, TikTok, and YouTube. Make sure to keep reading if you want to learn and try my Top 3 Amazon Marketing Strategies For Driving External Traffic In 2022.
What You Will Learn – My Top 3 Amazon Marketing Strategies For Driving External Traffic
It’s not just about going to these different ad platforms, turning on some campaigns, and driving them straight to your Amazon listing. There is a strategy to it.
You have to go about it in a way that:
- Doesn’t waste your money
- Gives you the most sales for your dollar
- Gets the most qualified traffic to your listing to avoid hurting your ranking
Quick Introduction
Real quick, if you don’t know me, my name is Ian Smith with Evolve Media Agency. We’re an Amazon marketing agency that helps sellers boost the conversion rate of their listings, rank higher, get more reviews, and increase PPC performance.
We can provide sellers with their Amazon customer data like names, mailing addresses, emails, and phone numbers, and we can help sellers bring in new customers through Amazon marketing strategies to increase their sales. So if you need help scaling your Amazon business, book a free consulting call with me.
What We Offer
Some of our services include:
- Product Photo Shoots and Product Video Shoots
- Graphic Design for Product Photos and EBC Content
- Amazon Customer Data Downloads (past 3 months)
- Email Marketing
- Google, YouTube & TikTok Ads Management
Where To Reach Us
If you need help with anything mentioned above, please do reach out to me by going to evolvemediaagency.com. You can book a call with me and we can talk about your brand. We can talk about how to blow it up and get you more in revenue for the year through traffic sources like Google Search, TikTok, and YouTube ads.
Now let’s deep dive into my Top 3 Amazon Marketing Strategies For Driving External Traffic In 2022 that will help you maximize your budget, convert more customers, and sell more on Amazon…
1. Meet The Bridge Page
First, you need to build a bridge page. Here’s an example of a very nicely-designed bridge page selling bath salts–which is just a simple sales page that links shoppers to Amazon.
It’s very clear n what they’re selling and includes some great social proof. It also looks good on mobile.
What a bridge page has over an Amazon listing page is capturing email addresses of potential customers. Your bridge page can have a pop-up that offers a promo code in exchange for an email address. This is super powerful for re-marketing purposes and to increase your conversions.
Retargeting And Follow Up Using Pixel Data
Email gathering and adding a pixel to your bridge page is crucial, most often a Facebook or Google pixel. Email captures allow sellers to send emails regularly to prospects. Pixels, on the other hand, allow sellers to re-target potential customers on Facebook, Instagram, Google, and other social platforms.
Also with this bridge page, some powerful sales strategies can be used that are not necessarily possible on an Amazon listing page.
Something that’s hard to get away with on Amazon and that you can do on a bridge page is to include a ton of social proof. Get review-style photos of people holding your product and then put those on your page. That will build that social proof, trust, and third-party credibility. What also works well are testimonial videos showing multiple people talking about your product on camera.
The purpose of this bridge page is to pre-sell shoppers on the benefits of your product and qualify them as serious shoppers before sending them to your listing. This reduces the potential of hurting your ranking and conversion rate.
People who visit this page are getting warmed up with some very helpful, valuable information. They’re also being presented with customer reviews in a different way than on Amazon which can be more persuasive.
On the other hand, without this bridge page, you could drive significant amounts of external traffic to your Amazon listing page and negatively impact your conversion rate, putting you at a much lower ranking.
2. External Traffic
It’s hard to know 100% if Amazon weighs external traffic the same, this is just a theory. External traffic may or may not hurt your conversion rate because Amazon can see that it’s coming from another place. Maybe Amazon is a bit more lenient with how outside traffic impacts your conversion rate. Regardless, it’s a lot better to drive cold traffic to a bridge page. Give them more information about your product first as opposed to sending them straight to your Amazon listing page.
Also with this bridge page, you can use those fancy links, deep links, super URLs, or keyword-rich URLs. Using a platform like Pixelfy.me allows you to link shoppers in a way that immediately lands them in the Amazon cart step. This linking strategy completely bypasses your listing and keeps shoppers from being distracted by your competition’s products.
Ultimately, you could lose the sale to your competition by linking shoppers to your listing. You don’t want that. So instead you want to link them to the closest point before they buy.
Using Effective Sales Strategies On Your Bridge Page Vs Amazon
I think you get the point now that bridge pages are super valuable when it comes to driving external traffic to Amazon.
Google Search Ads
Once you have this bridge page finalized, then it’s going to come down to what platforms you use to get that traffic over to your bridge page.
First, I’m a huge fan of Google Search ads because you can bid on keywords that people are actively searching for. This means they’re a lot closer to making that purchase because they are literally in the process of searching for it, shopping for it, and weighing their different options.
I highly recommend that you have a small monthly budget bidding on those ideal keywords that are highly relevant to your product—anywhere from $250 to $1,000 per month is what I would recommend spending at a minimum on Google to start with. You can either drive those potential customers to your bridge page or straight to your Amazon listing page if you don’t have one.
TikTok Ads
TikTok ads are a bit more tricky than Google Search ads because Google Search ads are just text. It’s a lot easier to come up with the content and build those out quickly.
With TikTok, you need to have engaging video content and it needs to be in the vertical or portrait format. You also don’t want to go the regular sales video route where you’re just straight up pitching them on your product and talking about the features and benefits—unless you hire an influencer.
You need to lead with a more organic-style content approach when you’re using the TikTok platform. If you actually hire TikTok influencers to create these videos for you, then you can use those videos as ads and get that seemingly organic exposure out there.
If you don’t want to spend money on hiring an influencer, get yourself a TikTok account. Then start scrolling and browsing the platform, telling the algorithm what kind of content you like, what you don’t like, and start learning the platform to see how others are creating these videos. Create these videos on your own, write up a script, and record them yourself, or simply hire a team like us to create TikTok videos for you.
I do recommend if you’re running TikTok ads to also post similar organic content. You can even run those as ads. As you do this a lot, you’re going to build an organic following and you’re going to see what works best and what doesn’t work. Then you know moving forward what kind of videos resonate best and get the most engagement.
Just a reminder, EvolveMediaAgency.com is where you can go to learn more about our services. Book a free consultation call with me here if you want to take the next steps in running Google Search ads, TikTok ads, or YouTube ads.
YouTube Ads
So now let’s talk a little bit about YouTube ads and the best strategy for Amazon sellers. It shares a similar strategy to TikTok ads, where you want to be posting organic content alongside sponsored content. Also, both involve creating videos.
When planning and shooting your videos, do your best to hook viewers’ attention within the first six seconds. When it comes to running skippable YouTube ads, try to capture their interest within that timeframe. This makes your ads more effective and grow your channel. That’s will give you some organic views which will turn into subscribers on the YouTube platform.
Keep in mind that you don’t necessarily want to be blatantly sales-y like a commercial on TV. Like TikTok content, I recommend you take more of a helpful, tutorial video approach. For example, ‘Here’s 3 ways to recover faster and feel less sore after a workout’. Make it more blog-oriented and you will have more success with your ads and organic content. No one likes to be sold to.
I always recommend taking the more organic content approach. When your videos rank organically, and you have an organic following, you don’t always have to rely on ads to give you traffic. If you have videos out there that are doing well because they’re helpful and informative, that will bring you more free traffic to your Amazon listing and it will help your business.
The Magic Of Word-Of-Mouth (Not one of my Top 3 Amazon Marketing Strategies For Driving External Traffic In 2022, but it’s a bonus!)
One underrated result of advertising is word-of-mouth (WOM). A person who shares useful information about your site or your product to someone else can be extremely powerful. If your product is that good, highly desired, or effective, then it works as a chain reaction from there.
WOM results in even more free traffic. The more helpful you are with your organic content on YouTube and TikTok, the more traffic and sales you get. Also, having these followers on TikTok and YouTube is a whole other asset. That’s going to give you a higher multiple when it’s time to sell your Amazon business.
3. Offer a Free Digital Download – #3 in my Top 3 Amazon Marketing Strategies For Driving External Traffic In 2022
Lastly, what I recommend having some kind of call to action to get access to your free digital download. In my YouTube videos, I offer viewers and subscribers our Amazon listing checklist which they can request to help them improve their listings’ conversion rates just by entering their email address.
If you go to zonchecklist.com, you can get access to that checklist and you can see what I’m talking about. This kind of free digital download is going to help you build your email list of potential customers. You can set up an email sequence and email them over time, reminding them about your brand, getting them to buy again, try a different flavor or scent (going back to the whole bath salt product as an example).
I definitely recommend having some kind of email capture if you’re an Amazon seller. It helps you get ownership over your audience and reach them whenever you want. Ultimately, driving sales up over time for your Amazon business.
I hope that information was helpful. Thanks for taking the time to read about these three strategies that help Amazon sellers get better external traffic results in 2022.
