Facebook is a one-stop advertising platform, and you can use the Facebook pixel to retarget Amazon just like you would on any other web page. This way you can use Facebook and Amazon wide audiences for targeting and convert more customers.
The Facebook pixel lets you track what your targets do after they click on your ad from your link. This gives you a lot of useful data about customer behavior and how your ad is performing, as well as being a great way to collect emails and secure a sale before sending them to Amazon. Using Pixel for Amazon also allows you to remarket so you can reach more customers.
Why You Should Use Facebook Ads for Amazon Products
Facebook has gone through a lot of changes in 2019. Government scrutiny around the world has affected the data available to advertisers on Facebook. However, there are many positives and negatives that are reasons why it makes sense to advertise your Amazon products.
Facebook has over a billion active users. This means you have an incredible opportunity to hone in on your target audience within this user base. Facebook’s advanced targeting features, such as the use of pixels, can also be a huge boon for an eCommerce brand.
You can develop the ability to target customers similar to your previous customers using existing transactional data from your site. If you don’t have your own website, you can also set up sales funnels to help guide and track leads while they’re in your sales funnel.
How a pixel works
The Facebook pixel is a code that you can create in Facebook Business and paste into the header of your website – very similar to the code for Google Analytics. Allows you to track the actions taken when visitors go to other pages. If you need help setting it up, check out the Facebook Pixel Helper Guide . You can also use the Facebook Pixel Helper Extension for Chrome browsers to help you check for and fix installation errors.
Transformations
By adding custom conversions to your ads, you can track specific behaviors. This will help you target your goals properly and send only converting customers to your Amazon listings. You don’t need browsers on your Amazon page because it can hurt your rankings, so Pixel for Amazon can help you target visitors and keep only those who are ready to buy. You don’t have many problems on Amazon itself because people on Amazon are mostly willing to buy. However, on Facebook, you have a lot of people, and you need to find people with money in their hands.
Tracking
With the pixel installed, you can track site visitors even if they haven’t clicked on your ad. As long as they are on Facebook, when they visit your site, you can see which pages they visit and how long they stay there. This gives you more information about what they like to do and what level they are in the buying process.
retargeting
All the data you collect is also good for building custom audiences on Facebook and using them to refine your targeting and create side-by-side ads that target specific audience types. Going further, you can have conversion events that are more specific and use separate code to track those
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Using Pixel for Amazon
Here are some tips to get the most out of your Facebook pixel for Amazon sales:
Traffic vs Conversions
Facebook is great for driving traffic, but not as great for driving conversions, especially when you’ve just started running ads. Therefore, you must focus on traffic rather than sales so that you can harness this power. Sales will start when you filter visitors through your landing page.
You can use an affiliate link to track purchases – whether it’s directly from Facebook or from your landing page – but that won’t let you track repeat visits. However, it’s still the best option since you can’t list your pixel on Amazon.
Unique Products
In addition to only sending customers who are willing to buy to your Amazon listing, you have to be careful about which listings you send them to. Choose products that are more unique and don’t worry about the more generic ones. It’s all about competition – your effort and expense won’t be worth it if you’re dealing with a competitive purchase.
Your click path
If you decide to send people directly from Facebook to Amazon, make sure your ad mentions this. If you send them to a landing page for filtering, you can still put in an Amazon ad and make sure customers know they will leave your site and be redirected to Amazon.
Transparency is important to customer relationships and mentioning Amazon can also be beneficial – Amazon is a reputable name in online shopping and can drive more conversions than your own website or brand. No offense, but the average web user will trust Amazon a lot more than a website they’ve never heard of before. What’s more, Amazon can offer better shipping options. Take advantage of this.
In our opinion, sending traffic to Amazon is not the best use of your advertising dollars. There are several reasons why you should send your customers to a landing page first:
- Potential customers on Facebook don’t necessarily want to make a purchase right now. This is what is considered a cold audience. You must first introduce your brand to the customer so that they can feel more comfortable buying from you.
- Conversion rates on Facebook traffic will be lower than conversions on Amazon ads. Sending cold traffic to an Amazon listing can actually lower your conversion rate and hurt your listing.
- Tracking ad purchases is next to impossible for direct traffic to Amazon.
Building a landing page gives you clear advantages over sending cold traffic. The landing page helps you collect email addresses that you can then use for additional retargeting on Facebook and beyond. The landing page also allows you to place a pixel to create a lookalike audience. A landing page can help you better explain your product to customers and provide them with an enticing discount offer that might not be as effective if placed directly in an ad.
retargeting
Retargeting can be tricky if you’re sending people straight to Amazon (even with an affiliate link). First, people who see your Facebook ad are unlikely to make a purchase right away. Second, you can’t put a pixel on your Amazon listing.
This is another good reason to use a landing page between Facebook and Amazon. On this page, you can use the Amazon tracking pixel. You’ll be able to see how many people have clicked on the link, and if it’s an affiliate link, how many have been purchased. With a little more work, you can see who didn’t buy. Since you’ve collected some information about these visitors through your landing page, you can reach out to them in a specific step to boost conversions.
By retargeting, you can maximize sales while lowering your cost per acquisition. This will save you a lot of effort and cost in the long run. Just make sure you check your data and develop content that will help you retarget. For example, you can use an ebook or video to track interests and interest levels so you know who to reach out to first and how to get them closer to buying.
What’s more, you can redirect previous customers with custom audience ads to bring them back for another purchase. These people have already bought from you, which means they have at least some love for your brand – if you treated them well the first time, that is. They will buy again more often, making this an opportunity too good to pass up. You can follow up with a re-delivery of the same product – as the case may be – or show them a new product that you have in stock.
How to Get the Most Out of Facebook Ads for Amazon Products
Creating a successful Facebook ad as an Amazon seller is not the way to go and forget it. There is ongoing testing and improvement that you need to go through to make sure you are getting the most out of your advertising dollars.
You need to constantly test your ads to see what works best. You can’t just try one ad with a headline and not make any changes. This is inefficient and will simply result in you wasting your advertising dollars.
We believe that you should always start split testing your images in your ads first. It’s amazing how different images can have different connotations and trigger certain actions. You should also test the media you are using: images, image carousel, and video.
Once you get good results from the image and media, you should try to improve the headline first and then the ad copy. Constant testing is one of the main keys to successfully running Facebook ads for your Amazon products.
Our Tips for Creating Great Facebook Ads for Amazon Products
Don’t worry if you don’t have experience with Facebook advertising. We find that most Amazon sellers don’t. It will take constant testing and improvement to get your ads the way you want them to be. And while some things may work for one company or brand, they may not work for another. With that in mind, we believe there are a few specific tips to help you on your Facebook marketing journey.
Create an attractive offer
As we said before, people browsing Facebook may not be as motivated to buy a product right away as shoppers on Amazon. That’s why we think it’s important to have a great offer that a customer wants to take advantage of.
Most Amazon sellers offer a big discount to try and convert Facebook traffic into Amazon purchases. The point of giving a high discount is to get as many purchases as possible for your product in a short amount of time. Additional purchases can help you rank for a specific query, help you build a purchase history, and increase your product’s sales rate. All this contributes to a better ranking in the Facebook algorithm.
Constantly check your audience
You should constantly try to segment and segment your Facebook audience and test them against each other. Each custom or lookalike audience can have additional targeting, such as demographic, geographic, or interest targeting. This can help narrow down your ads and find the buyers most likely to buy.
Starting with a lookalike audience from the Facebook ad account pixel is likely to get the best return on your ad from the start. Finding a cold audience and building an effective target audience can take time and patience and won’t necessarily bring you the results you’re looking for in the first place.
We recommend using both approaches. Such an audience can certainly provide better results in the short term. However, cold audience testing can help you learn more about who your customer base is than you originally intended.
Use a landing page
The overall goal of using Facebook ads will be to increase your sales on Amazon and create a potential new sales channel that you can return to launch products, rank for keywords, or even drive traffic to your site in the future.
If you don’t use a landing page, it can lead to significant issues on your Amazon listings if you send traffic that doesn’t convert. It can also be a waste of your advertising budget if you can’t retarget your targeting to interested customers in the future.
A landing page will help you find potential customers and build your brand for the future. Using one of these for your ad campaigns will help you build your Facebook pixel for sales on Amazon and maybe even in the future on Shopify or another eCommerce platform.
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