Driving Off-Amazon Traffic To Your Product Detail Page
•Transferir como PPTX, PDF•
3 gostaram•2,389 visualizações
You need to be driving outside traffic to Amazon. Why? Because in the competitive marketplace that is Amazon, you need to utilize every tool to your advantage. Driving outside traffic to Amazon has tangible benefits. Don’t Miss Out—Join Thomas Pruchinski, Head of Growth & Marketing at LandingCube, as he discusses the role driving off-Amazon traffic should play into your overall Amazon strategy.
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a Driving Off-Amazon Traffic To Your Product Detail Page
Semelhante a Driving Off-Amazon Traffic To Your Product Detail Page (20)
Mais de Tinuiti
Mais de Tinuiti (20)
Último
Último (12)
Driving Off-Amazon Traffic To Your Product Detail Page
- 1. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Driving Off-Amazon Traffic To Your Product Detail Page
- 2. ● Session Recording + Slides Will Be Sent Out ● Join in the Poll Questions! ● Submit Questions to Our Panelists Today’s Logistics
- 3. Overview Founded in 2007 Google Premier Partner 400+ Active Retail Clients Top 50 Fastest Growing Company San Diego D E L I V E R I N G L A S T I N G R E S U L T S F O R O U R C L I E N T S Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Facebook Performance Marketing Creative Services About CPC Strategy
- 4. Solutions
- 5. Launched in 2017 based on the needs expressed by a circle of Amazon Sellers ● ~300 Amazon sellers ● 48,000+ new customers Gain independence from Amazon Convert external traffic into customers
- 6. Thomas Pruchinski Head of Growth & Marketing Today’s Speaker
- 7. Today’s Agenda ● Why drive traffic to Amazon? ● Objectives for driving traffic ● # 1 Mistake made ● What is the best channel for driving traffic? BONUS: Case Study: Launch List BONUS: Campaign Walk- Through
- 8. First, some questions... Who has driven traffic / is currently driving traffic to Amazon? And were your campaigns successful? a. I have successfully driven traffic to Amazon b. I have driven traffic to Amazon. But not successfully. c. I have not driven traffic to Amazon.
- 9. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Why drive external traffic to Amazon?
- 10. After Optimizing Listings... How can you get more customers? ● 10K monthly searches...10% CTR...25% CR = 250 sales ● Ads on Amazon ● Outside Channels Access to More Customers
- 11. Access to More Customers Are target customer may not be searching for you
- 12. Copyright 2017 - Q4 Amazon Virtual Summit Stay ahead of the competition Most sellers aren’t driving traffic Gain a competitive advantage ● Don’t need to rank high ● Launch new product ● Go into new market
- 13. Amazon rewards you for bringing new customers
- 14. Amazon rewards you A+ Content ● Home & Kitchen ● 2.5 Weeks ● 223 coupons claimed ● 40% off
- 16. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Objectives for driving traffic to Amazon
- 17. First Benefit Turbo charge your Amazon sales ● Boost sales ● Conversion Rate ● Keyword Rankings ● BSR Rankings ● More Reviews Laptop image. (caption) Boost Amazon Performance
- 18. Copyright 2017 - Q4 Amazon Virtual Summit Build Defensible Brand Don’t be reliant on Amazon If you drive traffic the right way... ❏ Email Lists ❏ Long Term Relationships ❏ Maximize Customer Lifetime Value
- 19. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2The #1 Mistake
- 20. Big Mistake. Why? *Less likely to convert* *Sacrificing long term relationship* Sending Traffic Straight To Amazon
- 21. Copyright 2017 - Q4 Amazon Virtual Summit How To Get Around This? Use Landing Pages ● Filter traffic to increase conversion rates ● Collect emails to build brand ● Data insights ● *TOS-Compliant*
- 22. Two Types of Landing Pages Amazon SpecificGeneral-Purpose - Giving away discounted product - Boost sales / rankings - Build email lists - Can’t afford discounts - Products already ranks high - Just to build email lists
- 24. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Choosing the Best Channel
- 25. What channel do you use? For those of you, who have driven external traffic to Amazon, what channel(s) did you use? A. Paid Social (Facebook Ads) B. Paid Search (Google AdWords) C. Blog D. Other Was it effective?
- 26. How to choose? Many factors go into making a channel a good fit ● Product / category / niche ● Experience ● Goals ● Current assets There is no Best Channel
- 27. Case Study: Supplement Launch List Launch Email CampaignList Building Exclusive discount to email list for new product Results - 1070 total emails - 123 coupons claimed - 11 reviews - 1st page in 1 week
- 28. Copyright 2017 - Q4 Amazon Virtual Summit Run Experiments Traction Method Test different channels ● Run small experiments with different channels ● If channel fails, move on ● If channel succeeds, double down ● Caution: It’s not you, it’s me...
- 29. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Walk-through campaign
- 30. External Traffic Amazon Campaign ❏ Select Product ❏ Select Channel ❏ Discount ❏ Targeting ❏ Copy ❏ Creative
- 31. Copyright 2017 - Q4 Amazon Virtual Summit Selecting a Product Which product to choose? ● High inventory ● Could use boost in sales / rankings
- 32. External Traffic Amazon Campaign ❏ Select Product ❏ Select Channel ❏ Discount? ❏ Targeting ❏ Copy ❏ Creative
- 33. Discount?
- 34. Targeting ❏ Select Product ❏ Select Channel ❏ Discount? ❏ Targeting ❏ Copy ❏ Creative Experiment with 2 Targeting Methods 1. Demographics, Interests, Competitors 1. Lookalike Audience
- 36. Custom Targeting
- 37. Targeting- Fact Vs. Algorithm ❏ Select Product ❏ Select Channel ❏ Discount? ❏ Targeting ❏ Copy ❏ Creative
- 38. Targeting Lookalike Audiences 1. Download Customer List 1. Format Spreadsheet
- 39. Targeting Lookalike Audiences 3. Create a Custom Audience in FB with Customer List 4. Then Create Lookalike Audience from the Customer List Custom Audience
- 40. Copy & Creative ❏ Select Product ❏ Select Channel ❏ Discount? ❏ Targeting ❏ Copy ❏ Creative
- 41. Improving the Ad with Scarcity ❏ Select Product ❏ Select Channel ❏ Discount? ❏ Targeting ❏ Copy ❏ Creative
- 42. How did the experiment go?... Did the campaign meet your objectives? ● Reach ● Clicks ● Emails ● Sales ● Success > Double-Down ● Particular problem> Iterate ● Total Failure > Move-on Laptop image. (caption) Evaluating Your Campaign
- 43. Today’s Recap ● Reach More Customers & Build a Brand ● Don’t Send Traffic Straight To Amazon ● Channel Experimentation ● Evaluate > Double-down / Iterate / Move-on BONUS: Email Launch List BONUS: Facebook Ad Campaign
- 44. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your Complimentary Amazon Strategy Evaluation CPC Strategy’s Amazon Strategy Evaluation is an in-depth 60-minute analysis and assessment of your Amazon Seller Central account, advertising programs, product order volume, and profitability metrics. What Now? bit.ly/off-amazon-traffic-webinar
- 45. Exclusive Offer for Webinar Audience ★ 30% discount on LandingCube to start converting external traffic into customers ★ BONUS: Free onboarding / campaign launch consultation ★ 7 days to claim Landing Pages That Grow Your Amazon Sales LandingCube.com/cpcwebinar *30% discount* *Free Traffic Guide* *Link to schedule call*
- 46. Questions for Today’s Speaker? Thomas Pruchinski Head of Growth & Marketing
Notas do Editor
- Color code: #084e8a About Landing Cube Launched in late 2017 based on the needs expressed by a circle of Amazon Sellers Give sellers the tools to convert external traffic into customers And build brand assets to gain independence from Amazon Helped Amazon sellers add more than 48,000 new customers
- Poll Who has driven traffic to Amazon in the past? Who is currently driving traffic to Amazon? Did your campaigns meet your objectives?
- Access to more customers We worked with a boutique Amazon consultant. One of their clients has one product on Amazon. And their main keywords have limited search volume..for simplicity let’s say 10K monthly searches. 10% of searches result in clicks. 25% conversion rate. That’s only 250 sales in a month. $20 per product, with 50% margin…$2500 month in profit... Assuming everything’s optimized (pics, copy, have reviews), there’s not a whole lot they can do on Amazon to radically improve their sales. But channels outside Amazon introduce you to loads of new potential customers
- 2016 Q1 Amazon: 310M active customer accounts worldwide Facebook: 1,654M active accounts 409 M readers of Wordpress blogs https://www.statista.com/statistics/476196/number-of-active-amazon-customer-accounts-quarter/ https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/ https://wordpress.com/activity/ Then you have other social channels (Instagram, Pinterest, Youtube, Twitter), Google, as well as niche websites. Outside of Amazon there are other people who would like to buy your product on Amazon. If they’re aren’t searching for your product on Amazon, these other channels provide great ways to get in front of them. So they can discover your product. Visuals: Graph of Amazon vs Facebook users 2016 Q1 Logos (AMZ, FB, IG, Pin, Yout, Twitter, Google, Bing, Wordpress)
- Most sellers on Amazon aren’t driving traffic. So by doing so, you gaining an advantage over your competition. You don’t have to compete for the click on the SERP (although you do have to put in the work to attract the eyes of the potential customer in the first place). ...getting in front of customers without ranking high on amazon. Great way to launch new product. Launch to new market. Get extra sales (which helps with ranks inside of Amazon). Most sellers aren’t doing this
- Amazon rewards you for sending traffic. While it’s not proven (the A9 algorithm always maintains a bit of a mystery), it’s almost certainly true. If you think about it, makes sense. You are doing Amazon’s job of bringing new customers to their site. So it boosts your rankings (more so than merely selling products on their site), which will result in more internal traffic to your listings. Images (blur out personal info...campaign name & pic) https://www.amazon.com/dp/B01MT5FFF0 Image of dashboard of successful LC user...camelcamelcamel pic of BSR overtime of campaign
- LC campaign: Feb 23- March 16 (3 weeks), 213 coupons claimed
- Caution: This is not for newbs. If you haven’t optimized your Amazon listing, it’s probably best to hold off driving external traffic. First things first. Get your Title, pictures, description down. Target the right keywords before paying money on Facebook ads that probably won’t convert because you don’t communicate the value and uniqueness of your product well enough. This strategy is intended for once you’ve already done the 80/20 of Amazon optimization.
- boost sales boost keyword rankings boost best seller rankings More reviews Pic: LC landing page
- email signups (building brand assets- you own these. Customers on Amazon are not your customers. Building email lists gives you the ability to maintain communication Another powerful brand asset...is Messenger. If you can get people to interact with your Messenger bot...again you’re building assets that you own and can use to build relationships with potential customers and drive sales (on or off Amazon). Picture: Opt-in Thank you after opt-in
- Don’t make this mistake that many sellers do when driving traffic.
- Sending traffic straight to a listing is a huge mistake Traffic is less likely to convert (less primed to buy on Amazon) You want to maximize customer lifetime value. And going straight for the sale doesn’t allow you to do this. Collecting an email is much more powerful. Your goal is not to get the sale on facebook, but to find your audience to build relationships with. Visual Mobile scroll of Facebook - Text - Mobile scroll of Amazon
- Using a landing page tool to filter traffic is an effective way to Ensure traffic that reaches your listing is more likely to convert (so you get higher conversion rates, which most sellers beleive is a big factor in the A9 algorithm...Amazon sends you more customers) You can collect emails to build long-term relationships, maximize customer lifetime value...and maybe even sell off-Amazon since you collected the email before the customer reached Amazon, it’s totally compliant with Amazon’s TOS. Will Amazon crack down in the future if a bunch of people use this strategy to first sell on Amazon while collecting customer contact and then driving sales off Amaozn. Maybe? But right now, this is totally within the Terms.
- An Amazon specific landing page tool, will save you time creating the landing page & also delivering coupon codes (a user of ours was making landing pages with Mail Chimp and had to spend 15 minutes everyday manually sending out coupon codes). The only reason you wouldn’t use a landing page (send straight to listing) is for SEO. So let’s say you have a partnership with a niche blog. Include a link to your listing for ranking in Google. Another benefit to using a landing page: You can track visitor behavior. Install Google Analytics or the Facebook Pixel and track conversions to Amazon. If you’re just sending traffic straight to the Amazon listing, you can’t track anything. Again, Amazon’s leads, Amazon’s customers, not yours. With the landing page, that data is yours to make decisions. Pause ads that get a bunch of clicks but don’t result in sales. Edit your landing page copy, etc. Our goal is not simply to go for the sale, but to build a brand. Find your target market. Generic landing page Image screenshot from here https://vimeo.com/174577205 > (google image search labeled for reuse) https://www.google.com.co/search?rlz=1C5CHFA_enUS603US603&biw=1180&bih=634&tbs=sur%3Afc&tbm=isch&sa=1&ei=JbCdWrmzMoPI5gKEvofoDQ&q=landing+page+email+capture&oq=landing+page+email+capture&gs_l=psy-ab.3..0j0i24k1.18465.20534.0.20645.14.8.0.6.6.0.129.821.1j6.7.0....0...1c.1.64.psy-ab..1.13.886...0i67k1j0i30k1j0i8i30k1.0.5_35arXBR38#imgrc=c2YAW-HcSv7ZHM:
- So assuming you use the Amazon specific landing page to trade promo codes for emails, here’s what the sales funnel will look like. You’re getting in front of new customers on these outside sources of traffic. Will they be your target customers? Maybe, maybe not. These campaigns are experiments. Test the hypothesis, are my target customers on Pinterest, etc? So you create an ad, an organic post, or even a partnership with an influencer, and funnel traffic to your landing page. On the landing page you offer a sweet discount (or not if you do your targeting really well and have an awesome product)...and if the customer bites and leaves their email, they’ll get a promo code. They go to their email to get the code and click through to Amazon to claim the code. If they buy, you get a sale - which boosts your rankings on Amazon. If they don’t end up buying, you still have an email to maintain communication with them.
- Poll question- 3-4 options Paid Social Paid Search Blog Other
- There is no single best channel. It depends on your category, current assets, experience and goals. For instance, if you sell a woman’s fashion product, it would make a lot of sense to experiment with Pitnerest. About 70% of Pinterest users are woman. And it’s a very visual platform, so a fashion product could be well displayed. Let’s say you have an existing niche blog. Well than obviously it would make sense to drive traffic from your blog. If you’ve never ran any paid ads on AdWords or Facebook, there’s a bit of a learning curve. You’ll likely throw a bunch of money out there with little results to show for it. If you have an existing email list and you want to launch a new product...boost initial sales velocity & get first few reviews...then just send an email blast out to your list (and create landing page w/o email capture). We did this with a supplement product. Visuals: Logos of FB, IG, Youtube, Google, Bing, Wordpress, Twitter, Pinterest
- Before I was working with LandingCube, I was working on a supplement brand - 90% of our sales on Amazon. We built an email list through a variety of methods Bought a niche site and put a Sumo Smart Bar “Get exclusive access to 40-80% discounts on new, cutting-edge supplements.” Collected 438 emails over 3 months. Made a paid partnership with a bodybuilding site- Facebook Giveaway, blog post about one of our products, & also sent 2 email blasts...collected 277 emails. Also have email capture on own site...122 emails Facebook Ad campaign with LandingCube and collected 233 emails (resulted in 88 discounted Amazon sales) 1070 total emails 123 coupons claimed 72 purchases 11 reviews Visuals: Screenshot of Subscriber segements & Camapign numbers SCreenshot of LC campaign metrics Smart bar: screenshot from https://sumo.com/app/smart-bar
- A great approach is the method set by Traction...run small tests with different channels. If the test is successful, double down. If not, move on. But be aware that just because a test does not meet your objectives, doesn’t mean the channel won’t work with your products. The execution of the campaign may have been the problem. Medium article on the Bullseye framework https://medium.com/@yegg/the-bullseye-framework-for-getting-traction-ef49d05bfd7e
- We’re gonna finish up the webinar by running through a campaign driving external traffic to Amazon.
- SO we’ve selected a product. And previosuly we went through selecting a channel. SO let’s say that we decided on running a Facebook Ad. You have a bit of experience doing Facebook Ads, and it gives you great targeting methods and access to a lot of people. But wait, I thought you said there’s no best channel. There isn’t, but FB ads is a solid option for many people, because of the targeting. If a certain targeting approach is successful, you can use these insights to experiment with other channels. You can team up with a niche blog to target their audience with similar copy & creative.
- Discount: Boost sales: We’ve found that 70-75% has the highest conversion rates. Above that people go from “Wow that’s a great offer,” to “Why are they trying to get rid of this product?” However, 70% is not profitable. You’ll likely boost your rankings, so Amazon will send you more customers (although Amazon might discount the rankings increase because they don’t consider it real purchases). And will the emails you collect be your target market? Finding your target market / building high value email lists: People who find lots of value in your product are willing to pay more for it. Reviews: And you’ll need to keep discounts below 50% if you want to get verified purchase reviews A sweet spot of something below 50% but still an attractive offer will work best. Photo: Screenshot of Analytics tab in deliciouspromos...Conversion Vs Discount / Conversion % table for different discounts
- Targeting: Besides for the offer itself, targeting is the most important consideration...we recommended testing at least 2 different targeting audiences with Facebook Ads Target Audience 1: Ideally a lookalike audience (you can download list of past Amazon customers & after some formatting upload the list to Facebook to create a lookalike audience Target Audience 2: Target people who like some brands in your niche X like Amazon.com X any demographics that are relevant Always best to use Fact based targeting rather than algorithms-based- Fact based= likes & info people actually enter vs Algorithm= Facebook is guessing based on various factors
- For your marketin objective, recommened doing custom conversion event...click through to Amazon
- Always best to use Fact based targeting rather than algorithms-based- Fact based= likes & info people actually enter vs Algorithm= Facebook is guessing based on various factors (guessing you’re Democract, even though you never liked the Democrats of Kansas page). Demographic information (gender, age, location) usually has the leasat targeting power, but it is the most readily aviable information The most powerful info is targeting likes on a competitor page. So if someone likes this Pusheen Box company’s page, and you can target it...it indicates that they’ll be interested in the Pusheen doll you’re selling on Amazon.
- Targeting: Besides for the offer itself, targeting is the most important consideration...we recommended testing at least 2 different targeting audiences with Facebook Ads Target Audience 1: Ideally a lookalike audience (you can download list of past Amazon customers & after some formatting upload the list to Facebook to create a lookalike audience Target Audience 2: Target people who like some brands in your niche X like Amazon.com X any demographics that are relevant Always best to use Fact based targeting rather than algorithms-based- Fact based= likes & info people actually enter vs Algorithm= Facebook is guessing based on various factors
- Targeting: Besides for the offer itself, targeting is the most important consideration...we recommended testing at least 2 different targeting audiences with Facebook Ads Target Audience 1: Ideally a lookalike audience (you can download list of past Amazon customers & after some formatting upload the list to Facebook to create a lookalike audience Target Audience 2: Target people who like some brands in your niche X like Amazon.com X any demographics that are relevant Always best to use Fact based targeting rather than algorithms-based- Fact based= likes & info people actually enter vs Algorithm= Facebook is guessing based on various factors
- Targeting: Besides for the offer itself, targeting is the most important consideration...we recommended testing at least 2 different targeting audiences with Facebook Ads Target Audience 1: Ideally a lookalike audience (you can download list of past Amazon customers & after some formatting upload the list to Facebook to create a lookalike audience Target Audience 2: Target people who like some brands in your niche X like Amazon.com X any demographics that are relevant Always best to use Fact based targeting rather than algorithms-based- Fact based= likes & info people actually enter vs Algorithm= Facebook is guessing based on various factors
- Copy Keep it simple (Benefit [desire/pain point] + Offer + Scarcity element) Creative Videos work best, or an attractive photo of your product Visuals: A facebook ad COuntdown timer screenshot
- How can We Improve this Ad INclude scarcity element: Our gross landing page data shows scarcity elements increase conversions by 112% By including something in the copy like...Limited supplies or two days only. It will increase urgency. Bonus: “Tag or share a friend who would love this offer” Creative Videos work best, or an attractive photo of your product Visuals: A facebook ad COuntdown timer screenshot
- You’ll want to run the campaign for at least two weeks - as with anything, the more data you have, the more reliable the insights. So what are you evaluating? Ultimately, how many sales did you make and how many emails did you capture? Then you’ll want to evaluate those numbers in the context of Reach (how many people saw your ad) and clicks (how many people saw your landing page). If you sell a $10 product, and did a 50% sale. And it ended up costing $15 per email lead and $20 per sale...probably not worth it. If your campaign was a success, well then double down. Put more money on that campaign (especially the specific ad that was successful). Do a similar campaign with another product. Experiment with another targeting audience. If your campaign did not meet your objectives, dig deeper to figure out where the problem was. Maybe not enough people saw the ad? Maybe you got a bunch of clicks, but few people put in their emails. Well either, disqualify people from clicking with your copy...or improve your landing page to increase lead conversions. Landing page selling slim fit women’s cargo pants. But the landing page didn’t mention the brand name of the pants. It didn’t include the sizes or colors avialable. SO if you click on the ad, and go to the landing page, you don’t really know what your getting. Your ad should disqualify people that aren’t good customers (not slim fit, or not women). And your landing page should communicate what you’re getting. The value. Also emotion with your brand. And if your campaign was a total failure, it might be best to just move in. Learn more about the channel before throwing money into the void. Experiment with another channel.
- http://bit.ly/Off-Amazon-Traffic-Webinar Include note about emailing contact@cpcstrategy.com
- Include link: LandingCube.com/cpcwebinar