Peter Phillips, Sales Director, Ecommerce @ Kenshoo
Amazon traffic—the more you can drive consumers to your products on the global marketplace, the more you can sell. Retailers that have spent the first two decades of digital marketing primarily driving consumers to their own websites have started to realize that they now might be missing the boat. Using Google and Facebook to transport shoppers to Amazon is becoming a priority tactic for retail marketers.
As the Amazon marketplace increasingly replaces the town mall as the one-stop-shopping destination for many consumers, most retailers know that adopting a winning Amazon strategy is more important than ever before.
However, as great as Amazon is for sales, to truly succeed, retailers must boost Amazon traffic to their Amazon product detail pages (PDPs)
So, how can marketers make sure that searchers on Google—or even audiences on social media—can end up on Amazon even if their searches begin elsewhere?
According to an eMarketer survey, 42% of the shoppers polled completed a purchase on Amazon after discovering a brand on Facebook.
Facebook has over two billion active monthly users, and its audience targeting tools are some of the most sophisticated around. Pointing Facebook Ads to your Amazon page rather than your website is an easy way to drive Amazon traffic and encourage Amazon sales. These interactions will hopefully create a feedback loop of traffic, sales, and good reviews from shoppers who were able to easily access your products via paid social in order to further boost your Amazon search rankings.
A word of caution: if you are considering driving Amazon traffic using Facebook ads, make sure that your Amazon pages are ready to go, featuring well-written, SEO-optimized content and excellent product images. There is no sense in driving traffic to Amazon if your product listings aren’t ready to sell when shoppers arrive.
Even seasoned Google marketers might be surprised to learn that Google now allows brands to send traffic directly to Amazon. If you look carefully at Google’s Advertising Policies Help page you will find that the search engine has very discreetly begun to allow marketers to include select third-party URLs to sitelink extensions, including links to Amazon, among others.
Just make sure to include text that is indicative of the fact that the link leads to your business’s Amazon product listing.
Chances are, your brand has spent years cultivating its spot on Google’s SERP and building a strong Facebook presence. Now it is time to put all that hard work by translating those strategies into bolstered Amazon traffic.
The good news is that paid ads linking to Amazon seem to work.
In fact, according to a recent report on this behavior, “nearly three-quarters (73 percent) of daily or almost daily online shoppers have clicked on an Amazon product ad while browsing the web, and 83 percent ultimately purchased the product. Three-fifths (60 percent) of daily shoppers found those ads to be helpful.”
So if you’re not using search and social ads to boost your Amazon traffic, you could be missing out on connecting with shoppers who were just waiting to be nudged in the right direction.
Kenshoo Ecommerce is the leading industry platform to create, manage, forecast and optimize Amazon Sponsored Ads campaigns at scale.
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