By: Sawyer Wood & Drew Estes
Amazon is an absolute behemoth in the business world. The traffic they generate is pretty much unparalleled these days, which can be a massive sales boost for all who sell products through the marketplace.
And this is even truer for those who’ve managed to excel at Amazon’s Sponsored Product advertising or first page spots in search results. Do well on Bezos’ platform, and you’re pretty much good to go – right?
Well, not necessarily. More business is always appreciated, and that means broadening your horizons and upping your advertising game. Running Facebook ads for Amazon is an excellent start to this.
But is it actually worth it? Read on to learn our answer and how we’d best advise you to use this advertising tool to your advantage.
We know you’re mainly here for this question, so let’s cut to the chase: running Facebook ads to Amazon can be highly beneficial. Still, you need to know going in that the social media giant is not a cure-all for marketing woes, nor is it a one-stop-shop to drum up near-limitless business opportunities. It has pros and cons, just like anything else. As for the pros, Facebook Ads are great for:
Facebook Ads can encourage shoppers to buy more, and funnel them through the buyer cycle more effectively. Additionally, Facebook can be used to create awareness of your products and brand as a whole and entice people to look further into your catalog of offerings.
When you utilize A/B testing in Facebook Ads, you can test different audiences, different ad creative, and much more. This lets you gain valuable insights into who your customers really are and what type of advertising they respond best to.
When advertising an Amazon product on Facebook, you’re unlikely to see a significant return on ad spend (ROAS) or other massive PPC improvements. The reality is that Facebook isn’t immediately profitable when you’re trying to turn new audiences into buying customers.
After all, Facebook advertising is a lot like cold calling or emailing. People who see these ads are most likely not in the market for your products, unlike Amazon or Google sponsored ads. They’re merely scrolling through their feed. Shopping probably isn’t even on their radar, which means they’re unlikely to throw their wallets at you immediately.
So, Facebook ads by themselves will get your name out there and garner some initial interest but will probably leave you high and dry if you’re focused on increasing clicks and generating more money than you spend on Facebook-centric marketing. Wanting to introduce yourself to new markets, though, or make your brand more established? These ads might be just the ticket.
A business is only ever as successful as its marketing strategy, and you’ll need to get your customer data to develop a competitive strategy on Amazon.
Competition gets a lot easier if you understand your customer, and Amazon provides the ability to do this thanks to their data and insights. They just happen to make accessing this crucial information a total and complete pain, even in 2021. Need a little help yourself?
You can find your analytics and overall ad data a couple of different ways. The first is through Amazon Attribution, an advertising measurement solution that gives insight into how your performance off-Amazon impacts your Amazon selling and click performance. Use their attribute links for your traffic sources, and you can later find your data within advertising.amazon.com.
Unfortunately, the data they display isn’t the most robust. Unique click-throughs, page views, cart/actual buying conversion rate, return on ad spend, and attributed purchases are the bulk of what you’re getting here.
Meanwhile, they give basically zero info about how each ad set performs amongst various groups and leave your Facebook ads high and dry because of Amazon’s data policies. Not exactly the most powerful option out there.
For those wanting analytics that can help to better inform your marketing strategy, Facebook Ads “Pixel” is probably the way to go. Available directly through Facebook, this solution has significantly stronger customer insights. The drawback here is that you only get Pixel insights on the webpages you install it on (not on Amazon itself), so many merchants link to a landing page where they can offer a discount in exchange for the shopper’s email. Massview helps you whip up these landing pages and even integrate Facebook Ads to our chatbot, Masschat.
With a Pixel in place, analyzing each ad set's performance is a cinch, and you can look at everything from retention rates, specific demographics, customer actions, and a whole bunch more. Accessing this information is also rather simple. Visit Facebook’s analytics link, navigate to your pixel, and click on the tabs you’re interested in.
All of this information about ad options is great, but when should you use those through Facebook versus Amazon? Is there truly any real rule of thumb here, or is it all personal preference? Honestly, it’s a little bit of both.
The main thing you want to remember is they each have a time and a place, strengths, and weaknesses for you to manage. They each function their best under wholly different conditions.
Amazon ads and the like work their magic best whenever you’re trying to reach out to those explicitly seeking out offerings like yours and those who are at the end of the buyer cycle/journey.
This is because Amazon (Sponsored Products) leverages Search Ads rather than Display Ads, or ads that pop up because you’re searching for a particular product instead of those that “push” a product onto you with no active prompting.
These folks already have a high intent to buy. That’s the only reason they’re there. Amazon’s Sponsored Product ads encourage these customers to move from the deliberation stage to the purchasing stage, and you naturally get higher sales in this scenario as a result. It’s the figurative straw that breaks the camel’s back – or whatever more positive metaphor you’d prefer.
In the same kind of situation, Facebook ads do terribly. People are usually on social media to waste time and procrastinate, not throw their money at you! The platform doesn’t lead to the same results.
However, Facebook ads are a killer marketing tool for completely different situations, namely, where you want to expand your reach outside your market. Why? They’re display ads. Their entire job is to get an audience to the awareness stage of the buyer’s cycle.
They’re meant to introduce your brand to those who are not currently searching for your products, pique their interest, and plant a seed of curiosity that might grow later down the road. Sure – that’s not immediately profitable, but it’s essential for your business’ success, nonetheless. Keeping up with the competition requires constant outreach to new audiences and consistent growth. You can’t get that by only relying on in-market clicks, and Facebook ads can fill in some of the gaps.
As we said, they each have a time and a place. When you have the resources, though, you should ideally use both of them simultaneously. They’ll cover your bases and hit on opposite sides of the business growth spectrum, allowing you to create buzz and current profit all at once. What’s not to like about that?
There is clearly no one “right way” to use Facebook ads for Amazon FBA. There are certainly a few methods that tend to work in your favor more than others, though. And sending traffic straight to your Amazon listing? That’s not typically one of them since conversion rates are usually much lower.
Wondering why? It’s directly related to the lack of intent we previously mentioned. Facebook users are on Facebook to keep an eye on friends and watch funny cat videos. They’re not there looking for products to buy. If they were wanting to do that, they’d just open up their Amazon app and go to town.
In short, these audiences aren’t in buying mode. And sending them straight to your Amazon page isn’t likely to get them there, either. Using a landing page can bridge this gap, however. You can collect potential buyer emails, offer deals and discounts, and show off major promotions.
Together, these can turn a passive audience into an active customer base (or at least increase your odds). After all, who doesn’t like a good deal? It essentially just warms visitors up to the idea of making a purchase, something that can be incredibly powerful for increasing clicks and revenue.
Already using a landing page or want another few tools ready at your disposal? Try utilizing a Facebook Messenger Chatbot or include links to your own website or Shopify through your Facebook advertising.
While there’s a hot debate about the merits of Amazon vs. Shopify constantly raging, the latter of these comes with several benefits. Allowing you to gather more customer info, increased control, greater cash per cart, and increased legitimacy, advertising a Shopify store can be a smart business decision that’ll grow your brand (and revenue!) in an entirely new way.
There are several reasons why your brand should be using Facebook to its advantage, yet targeting Amazon customers on the platform isn’t quite so simple. You can’t just quickly draft up a random ad and expect it to do well with consumers, regardless of how nice it’d be for all involved.
You’ve instead got to be slick about things, focusing on retargeting for Amazon instead of leaning super general, like some might feel compelled to do. There are countless options when doing this, but we’d recommend using past Amazon customer data, Pixel data from a website or connected landing page, or captured emails.
The first of these three listed methods ask you to pull from – well – previous customer data to match Facebook profiles and create a curated audience. You’d need to pull tons of recipient names and shipping addresses from your shipment reports. Thus it likely won’t be an option for newer sellers. But if you’re fairly established, this might be one of your better bets for more precise Facebook ad targeting.
Don’t necessarily feel door number one is available to you? The middle option, making use of your Pixel data, will be a better fit. It’s a great choice if you have few assets to your name. It just won’t be entirely accurate. For those who have data from Facebook Pixel, it will give you several matching profiles for targeting purposes and plenty of info on past buying actions for you to zero in on.
Sounds fantastic, right? It is, but it also has its limits. Since this option requires the Pixel to be embedded in your landing page or website’s code, Amazon won’t be up for any tracking. It is potentially a small price to pay depending on your traffic off-Amazon versus on, yet something to carefully consider.
Last but not least, you can also target Amazon customers by utilizing your email list. Upload it into your Facebook Ads manager ‘audiences’ tab, and custom/lookalike audiences will quickly be built from matching profile data. Obviously, it won’t be 100%, but it’s on-point enough for our purposes.
When using Massview’s marketing campaigns, emails are automatically stored in your Massview database for easy access. As we’ve noted, incentives like discounts and rebates are a great way to build your email list, and these tools are provided for in each campaign. People don’t just randomly give out their info left and right in a world full of spam and annoying advertising. If they’ve signed up and subscribed, they’re a reliable customer that you should definitely be included in your target audience.
Advertising is tricky business – no two ways about it. Merely targeting the right people is an obstacle all its own, and that’s nothing compared to deciding on which ad locations you want to invest in.
At the end of the day, it’s all on you and how you want to run your brand. However, we’d be remiss not to give our two cents and encourage you to try out Facebook ads when advertising your FBA products.
It’s no magic bullet that’ll draw in thousands of customers for cheap. Yet, it can be a brilliant marketing tactic, helping you draw in new, more precisely targeted traffic, allowing for A/B testing, and giving you a competitive edge above the rest. It’s purely a matter of using it correctly. Rely on it for increased brand awareness and significantly stronger customer data collection, and it’ll pay off in spades somewhere down the line.