On August 23rd Andrew Maff sat down with Thomas Pruchinski of LandingCube to talk about driving traffic TO Amazon for Q4.
These slides are from a webinar where we dove deep into how to drive traffic to Amazon using multiple different channels as well as utilize multiple different avenues to link to Amazon.
We went through everything from tracking to PPC campaigns and from branding to which landing pages work best. We got A LOT of really good pieces of information out in this one and we even shared some secrets of what we know the big sellers are doing.
Check out the slides attached here and feel free to reach out if you have any questions!
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2. ● Director of Marketing and
Operations at Seller’s Choice
● Over a decade in e-commerce
marketing
● Helped many sellers scale to well
over 8-figures
● Digital strategy expert
● Married & loves a good glass of
whiskey (no relation)
● Head of Marketing and Customer
Success at LandingCube
● Three years in e-commerce
● We help sellers grow their business
through external traffic
● 650+ Sellers, 91,000 codes
● Triplet & bilingual stand-up
comedian
3.
4. An existing Amazon seller
Ready to drive a new audience to your listings
Struggling with the tracking limitations of Amazon
Looking to build a brand, not just sell products
Flat-out awesome!
7. Why Drive Traffic to Amazon?
Reach More Potential Customers
Stay Ahead of the Competition
Get Rewarded By Amazon
Boost Amazon Performance
- Sales
- Conversion Rates
- Rankings
Build Defensible Brand
- Emails
- Relationships
- Customer Lifetime Value
REACH NEW AUDIENCE
INCREASE BSR
EASIER OPERATIONS
8. #1 Mistake In Driving Traffic to Amazon
Sending traffic straight to an Amazon listing is a big mistake.
External traffic is less likely to convert. Conversion rates drop and you
sacrifice a relationship for a quick sale.
Better approach is to use a landing page and build an Amazon sales
funnel.
11. Three Types of Landing Pages
Storefronts
General purpose landing page
- No discounts. Goal is to collect emails
- Free content
Amazon specific landing page
- Goal is to boost rankings on Amazon (also collect emails)
- Give discount code
12. Try Using...YOUR OWN WEBSITE?!
Listing Link
Storefront Source Tag Link
Promo Landing Page Link
AFFILIATE LINK?!
“AVAILABLE ON AMAZON” BUTTON
*LEGITIMIZE YOUR BRAND!*
18. Which Channel to Choose
No Channel is Best for Every Brand
Depends on niche, goals, assets, experience
Experimental mindset: Where on the web is my target customer?
19. Facebook/Instagram Advertising
Wide user base, sophisticated targeting
Lookalike audiences
Building ideal customer audience (AND/OR)
Experiment with copy/creative (and targeting)
20. Facebook Lookalike Audiences
Wide user base, sophisticated targeting
Lookalike audiences
Building ideal customer audience (AND/OR)
Experiment with copy/creative (and targeting)
21. Facebook/Instagram Advertising
Cold Campaign
- Include New Audience
- Exclude Clicked CTA
Remarketing (if website available)
- Include Website Visitors
- Exclude Website Purchasers
- Exclude Clicked CTA
Abandoned Cart (if website available)
- Include Added to Cart
- Exclude Website Purchasers
- Exclude Clicked CTA
23. Google Ads
If product is searchable this is great option
Amazon vs Google search intent
“Available on Amazon” Button?
SHOPPING ADS!
Product Landing Page?
SEARCH ADS!
