Achieving a prime position on the first page of Amazon search results is the ultimate goal for every retailer, and while mastering Amazon SEO is essential, it’s only part of the equation. Organic rankings on Amazon are significantly influenced by the number of units sold. While traditional Amazon advertising, especially through PPC campaigns, has been effective, the evolving landscape demands exploration of alternative strategies. This article explores the efficacy of external traffic campaigns, particularly on Google and Facebook, as tailored solutions for Amazon listings to boost sales and improve rankings.

Table of Contents

1. External Traffic Campaigns – The Procedure
2. The Placement of Advertising Campaigns with the Direct Target of the Amazon Product Detail Page
   • Advantages of Directly Linking the Amazon Product Detail Page:
     • Simple and quick implementation
     • Easy customer understanding without additional barriers
   • Disadvantages of the Direct Link to the Amazon Product Detail Page:
     • Lack of a feedback mechanism
     • Limited optimization and learning potential
3. The Placement of Advertising Campaigns with an Intermediate Landing Page
   • Advantages of a Landing Page with Built-in Lead Form:
     • Feedback mechanism for optimization
     • Opportunities for customer contact data
   • Disadvantages of a Landing Page with a Built-in Lead Form:
     • Increased expenditure
     • Potential increased costs, e.g., for newsletter tools like Mailchimp
4. The Placement of Advertising Campaigns with an Intermediate Landing Page for Lead Generation

External Traffic Campaigns – The Procedure

The Placement of Advertising Campaigns with the Direct Target of the Amazon Product Detail Page

A straightforward approach to promoting products is redirecting external traffic directly to the Amazon product detail page using Google Ads or Facebook ads with a direct link. While quick and easy, this method has limitations in terms of optimization and learning potential, as neither platform receives notifications of successful conversions.

Advantages of Directly Linking the Amazon Product Detail Page:

• Simple and quick implementation
• Easy customer understanding without additional barriers

Disadvantages of the Direct Link to the Amazon Product Detail Page:

• Lack of a feedback mechanism
• Limited optimization and learning potential

The Placement of Advertising Campaigns with an Intermediate Landing Page

To overcome the lack of a feedback mechanism, an intermediate landing page can be utilized. This page includes call-to-action buttons redirecting to the Amazon product detail page, defining conversions for Google Ads and Facebook. Integrating events like “Add to Cart” click on Facebook allows for optimization beyond link clicks.

Advantages of a Landing Page with Built-in Lead Form:

• Feedback mechanism for optimization
• Opportunities for customer contact data

Disadvantages of a Landing Page with a Built-in Lead Form:

• Increased expenditure
• Potential increased costs, e.g., for newsletter tools like Mailchimp
  

The Placement of Advertising Campaigns with an Intermediate Landing Page for Lead Generation

Requesting an email address in conjunction with external traffic campaigns and an intermediate landing page can address the challenge of limited customer contact. Offering a discount code in exchange for an email address results in a conversion, easily tracked using Facebook Pixel and Google Ads conversion tracking.

Advantages of a Landing Page with Built-in Lead Form:

• Feedback mechanism for optimization
• Opportunities for customer contact data

Disadvantages of a Landing Page with a Built-in Lead Form:

• Increased expenditure
• Potential increased costs, e.g., for newsletter tools like Mailchimp

Example: External Traffic Campaigns via Facebook & Google

In addition to various options for directing external traffic to Amazon listings, consider URL parameters for the target URL. Options like affiliate URL links, super URLs, and filter URLs can be considered.

Affiliate Links: Leveraging affiliate links for tracking direct sales can be effective. While affiliate links may not be used directly in Google Ads or Facebook Ads, an intermediate landing page linking to the product with an affiliate link can address this restriction.

Super URLs: Super URLs, once an insider tip, are now considered for listings. These URLs contain the desired keyword in the URL’s search parameters, aiming to optimize the product for specific keywords and potentially improve rankings.

External Traffic for Amazon Listings: Example

Let’s explore a step-by-step example of using external traffic to increase sales for a product through Facebook advertising. The focus is on attracting new customers who register on a landing page via email to receive a voucher code. The example features a popular product, the unicorn cushion.

Step: Set Up a Promotion on Amazon

1. Create voucher codes in Amazon Seller Central for customers who register.
2. Set up a promotion with a discount, e.g., 50% off the regular sales price.
3. Manage promotion and create redemption codes for tracking.

Step 2: Create a Landing Page

Now, let’s create the landing page to which we’ll redirect users from Facebook. For this example, we’ll use Landing Cube, designed specifically for Amazon sellers.

1. Create a New Campaign at Landing Cube.
   • Choose the Promo Page option.
   • Specify the product’s detail page to be advertised on Amazon.
2. Configure Promotion Details:
   • Set the discount amount, regular sales price, and promotion timeframe.
3. Enter Mandatory Information:
   • Include required details like imprint, data protection, etc.
4. Integrate Tracking and Newsletter Provider:
   • Use tools like MailChimp for email address generation.
5. Set Up Tracking:
   • Set up standard Facebook pixel and conversion tracking using lead events.
6. Upload Voucher Codes:
   • Upload the voucher codes created on Amazon for tracking and analysis.

Once the setup is complete, the landing page can go live, and you can proceed to create advertising campaigns via Facebook and Google Ads.

Conclusion on the Subject of External Traffic

External traffic is a pivotal lever for sellers aiming to secure a prominent spot on Amazon’s first search results page. Early engagement with these strategies provides a competitive advantage, establishing products on the coveted first search results page.

By strategically using direct links, optimized landing pages, and lead generation tactics, sellers can not only increase sales but also enhance rankings on the Amazon platform. Continuous monitoring and analysis of performance metrics are essential for adjusting strategies in the competitive Amazon marketplace.

Success on Amazon is not just about having a great product; it’s about employing smart and effective marketing strategies to ensure products stand out in the crowded marketplace. Best of luck with your Amazon journey!