Your Amazon Listing

so you can grow your sales and improve your

rankings.

2

Introduction

Why drive traffic to your Amazon listing?

We want to give you an extensive overview for driving traffic to your Amazon

listing. This guide is full of actionable information that you can implement in

your Amazon business.

The core topic we’ll discuss is driving traffic from outside of Amazon to your

product page. (This is usually called “outside traffic,” or “external traffic”).

Common traffic sources include Facebook, Twitter, YouTube, Pinterest,

Instagram, and Blogs.

Driving external traffic is a great way to grow your Amazon sales while

building a more resilient brand.

If you’re not ranking highly on Amazon already, driving external traffic lets

you boost your sales velocity and rankings. That’s why this approach is

incredibly valuable for product launches.

If you already rank well on Amazon, driving traffic to your Amazon listing

lets you find additional customers. It also builds a brand so that you can rely

less on Amazon in the future.

Who is this guide for?

Instead of being entirely at Amazon’s mercy, external traffic gives you the

power to take back control. You can build a more indepedent business that

will be around for the long-term.

By mastering driving traffic to your Amazon listing, you’ll grow your sales,

have more successful launches, and build a long-term brand. You’ll become

less reliant on Amazon while getting an edge over your competitors.

If you’re launching your first product, you’ll definitely find this guide valuable.

If you’ve been selling for a while, you’ll still likely learn a lot from this guide.

If you’ve never run an external traffic campaign before, you’re best off

reading this guide from beginning to end. If you’re more experienced, you’ll

probably want to head straight to the chapters that interest you.

This guide will help you get an edge over your competition, so act on as many

of the tips as possible!

4

CHAPTER 01 01

07

14

15

23

30

41

58

62

CHAPTER 05

CHAPTER 03

CHAPTER 07

CHAPTER 02

CHAPTER 06

CHAPTER 04

CHAPTER 08

CHAPTER 09

An Amazon Sales Funnel That Works

Advertising Amazon Products on Facebook

Creating Your Amazon Landing Page

Google AdWords for Amazon Sellers

Tools Of The Trade

Facebook Retargeting for Amazon Products

Driving Traffic To Your Amazon Listing

Getting Product Reviews

Conclusion

4 min

4 min

4 min

7 min

3 min

6 min

8 min

3 min

1 min

01

CHAPTER 014 min

An Amazon Sales Funnel That Works

In this chapter, you’ll learn how to build a successful Amazon sales funnel for

your Amazon business using external traffic.

First, let’s start with the most common Amazon sales funnel mistake.

There is a common mistake sellers make when it comes to external traffic.

This mistake is to drive traffic straight to your product listing.

You should never drive traffic straight to your product listing. Why? No

matter which traffic source you use, it won’t be nearly as targeted as

Amazon’s internal traffic.

By sending unqualified, untargeted, traffic straight to your listing you’ll run

into two problems:

Are you making this crucial mistake?

What is an Amazon sales funnel?

A sales funnel refers to the buying process that you lead your customers

through when they are purchasing your products.

1) Low sales

Most of the people you drive to your listing won’t be ready to buy your

product at full-price immediately. Unlike people who are browsing Amazon,

they might not be interested in buying right now.

The result will be that your external traffic campaign won’t be a big success.

You’ll end up spending quite a lot of money on ads, without seeing much of

a return.

02

2) Low conversion rates

Low sales translates to low conversion rates. Driving untargeted traffic to

your Amazon listing will negatively impact the overall conversion rate of

your listing.

What is a conversion rate?

Conversion rate = number of sales / number of people viewing your

product. So for example, if 100 people view your listing and 10 buy, your

conversion rate is 10%.

Why does your conversion rate matter?

Many experienced sellers believe that conversion rate is a ranking

factor in Amazon’s ranking algorithm. This means that lowering your

conversion rate by driving external traffic straight to your listing could

negatively impact your rankings. In other words, if Amazon sees that

your page isn’t making a lot sales for the number of people who visit it,

Amazon will direct less people to your page!

03

The key to a successful external traffic campaign is to understand that, in

the short-term, capturing emails is more important than profits.

Why is capturing emails so important?

You’ll be able to:

• Build your own launch list. This will allow you to distinguish yourself from

low-quality giveaway sites. Next time you want to get an Amazon product

off the ground, simply email your list with a discount offer.

• Send weekly or monthly email newsletters. This allows you to build a

long-term relationship with your prospects and customers.

• Drive sales with the push of a button. Running a special offer? Simply

send an email and you’ll be able to drive extra sales.

• Build a brand. If you capture a customer’s email before they buy on

Amazon, you can send them to your e-commerce site in the future. (This

is fully compliant with Amazon’s terms.)

• Retarget customers on Facebook. By capturing emails, you can create

retargeting audiences of customers on Facebook.

A mindset shift: Why capturing emails is more important than sales

04

How to capture emails using landing pages

The key to capturing your customer’s emails is to collect them before they

purchase on Amazon.

Here’s how it works: You want to drive external traffic to a landing page,

instead of straight to Amazon.

What is a landing page?

A landing page is a web page that has been designed for one single objective.

In our case, that objective is to capture an email. It looks something like this:

05

Crafting a compelling offer for your Amazon sales funnel

“Why would anyone give away their email on a landing page?” you may be

asking.

It’s simple. Give people a compelling reason, and they’ll be more than happy

to part with their email address. There are two common types of lead

magnets that work well for Amazon sellers.

1) Give away a discount

The easiest way to get people to give you their email address is to give them

a big discount. (The best way to do this is to set up single-use promo codes,

which protect your inventory.)

This method is highly effective for a number of reasons:

• You’ll be able to build an email list.

• The people who click-through to your Amazon listing will almost

certainly buy, increasing your conversion rates.

• You’ll get a lot more sales. This results in a higher Best Sellers Rank

(BSR) and overall higher Amazon rankings.

06

2) Give away educational content such as an ebook

Selling a cocktail shaker? Why not give away a 30-page ebook full of

amazing cocktail recipes. Once you get someone to give you their email in

exchange for an ebook, you can build a long-term relationship with them,

and eventually entice them to buy.

Which method should you use?

Go for the discount option if:

• You can afford to give discounts.

• You want to boost your Amazon rankings and BSR.

• You want to build a targeted customer list.

Go for the ebook option if:

• You can’t afford to give away discounted units.

• Your product already ranks highly.

• You mainly just want to build an email list.

Building an Amazon sales funnel is just the start. You’ll need to drive traffic

07

CHAPTER 023 min

Tools Of The Trade

Using the right tools can make all the difference between your campaign

being a success or failure. This chapter introduces all the tools you’ll need to

run a successful external traffic campaign.

1. Amazon Landing Page Generator

First, you’ll need a landing page tool for your external traffic campaign. As

discussed in chapter one, a landing page is a key element of any successful

traffic campaign. There are plenty of options to choose from, but here are

our two favorites:

Best General Purpose Landing Page Tool: Leadpages

Leadpages is the best choice if:

• You want to build a general-purpose landing page.

• You want to give away an ebook in exchange for an email address.

You can learn more about Leadpages here.

08

Best Amazon Landing Page Generator: LandingCube

LandingCube is our own product, so we may be slightly biased here =)

LandingCube is a landing page tool built from the ground up for Amazon

sellers. It gives you everything you need to convert external traffic into

customers.

LandingCube is the best choice if:

• You want to capture emails by giving away coupon codes.

• You want to boost your sales and improve your Best Sellers Rank.

You can learn more about LandingCube here.

09

2. Email Marketing Tools for Amazon Sellers

Next, you’ll want to choose an email marketing tool for your Amazon

business. Email marketing software will allow you to stay in touch with the

people that enter their information on your landing page.

This lets you ask your customers for feedback, build your own launch-list,

and build long-term relationships with your customers.

Both Leadpages & LandingCube work with a wide array of email marketing

providers. Here are some recommendations.

MailChimp

You can’t beat MailChimp’s offering. MailChimp is completely free to start.

Their generous free plan let’s you add up to 2,000 email subscribers and

send up to 12,000 emails a month (that’s a lot).

Not only is MailChimp free to begin with, it’s incredibly easy to use. If you’re

an entry-level seller, you can’t go wrong with MailChimp.

10

AWeber

Drip

Used by 100,000+ small businesses, AWeber is one of the most popular email

marketing tools in the world. It’s been around for a long time, and comes at a

very reasonable price point.

We’ve been using Drip (which is now owned by Leadpages) from the day they

launched over four years ago. Drip boasts advanced marketing automation

features such as workflows, while still remaining easy to use.

11

ConvertKit

ConvertKit has a similar feature set to Drip, but is mostly targeted at bloggers.

ConvertKit boasts powerful marketing automation features and a beautiful,

easy-to-use interface.

Looking for other email marketing providers? You can’t go wrong with

GetResponse or ActiveCampaign.

12

Google Analytics

We highly recommend setting up Google Analytics on your landing page.

Not only will this allow you to see how people behave on your landing page,

it’ll also allow you to easily:

• Create Google AdWords retargeting audiences.

• Track AdWords conversions with Google Analytics goals.

3. Analytics, Conversion Tracking & Retargeting tools

You can get started with Google Analytics here.

Facebook Pixel

The Facebook Pixel is a powerful tool that lets you:

• Track Facebook Ad conversions.

• Create retargeting audiences based on how your visitors behave on

your landing page.

If you plan on advertising on Facebook, we highly recommend you add the

Facebook Pixel to your site. You can learn more about the Facebook Pixel here.

Implementation

Setting up your Facebook Pixel & Google Analytics tracking codes will depend

on your landing page tool. LandingCube, lets you set up Google Analytics

tracking and the Facebook Pixel with a single click. Using LeadPages? Read

this.

13

If you’ve decided to give away discount codes as your optin bribe, you’ll want

to set up single use promo codes in Seller Central. Single use promo codes

are valid only once, and thus let you protect your inventory. You can find a

great guide on how to create single-use promo codes here.

4. Single-use Promo Codes

You should now be familiar with the tools required to drive traffic to

your Amazon products. In the next chapter, you’ll learn how to set up

your landing page.

14

CHAPTER 034 min

Creating Your Amazon Landing Page

Using a landing page is a key element to any successful external traffic

campaign. In this chapter, you’ll learn how to set up an Amazon Landing

Page with LandingCube.

Getting Set Up

Before moving forward, you should do the following:

• Decide on a compelling offer. We recommend you give away discount

codes that are at least 50% off. To protect your inventory, you’ll want to

set up single-use promo codes for your product listing.

• Optional: Sign up for Google Analytics and create a Facebook ad account.

• Optional: Sign up for an email marketing tool. If in doubt, go for

MailChimp as it’s free to start.

Building your Amazon Landing Page

Building a landing page for your Amazon product takes less than 3 minutes

with LandingCube. Simply follow the instructions here:

Once you’ve implemented the steps above, you’re ready to drive external

traffic to your Amazon listing.

15

CHAPTER 046 min

Driving Traffic To Your Amazon Listing

What techniques are there for driving traffic to your Amazon listing? Here

at LandingCube, we’re big fans of Gabriel Weinberg’s book “TRACTION: How

Any Startup Can Achieve Explosive Customer Growth.”

One of the book’s most interesting concepts

is traction testing. Traction testing means

identifying a traffic channel idea, and spending

a small amount of time and/or money to see if

that traffic channel could work for you. Based

on the results, you can then either double down

on the traffic channel, or try a different one.

Each traction test is really just an experiment.

“The faster you run high quality experiments, the

more likely you’ll find scalable, effective growth

tactics.”

– Sean Ellis, founder of Qualaroo

16

TRACTION outlines a pretty elaborate process for testing traffic channels. If

you’re an experienced seller or marketer, I’d encourage you to read the book.

However, if you’re just starting out with driving traffic to Amazon, you’re

better off keeping things simple.

Our advise is to choose one traffic channel that seems promising to you. Try

it out, and make sure you track your results (using Google Analytics or the

Facebook Pixel).

Spend a small amount of money on your experiment, and re-evaluate as soon

as you have results. If your test worked – great. It’s time to double down. You

want to put all your effort into extracting as much value as possible from

this channel.

Your test didn’t work? No worries, just try another idea.

How to test external traffic channels for your Amazon business

Channels vs. ideas

Be careful when making bold statements such as “Facebook Ads don’t

work for me.” There’s a good chance that the implementation of your

campaign (how you set up your ads – targeting, copy, images, etc.) is to

blame, not the channel itself.

17

External traffic ideas for Amazon Sellers

There are tons of external traffic ideas to choose from; from crowdfunding

on sites like Kickstarter to sponsoring local events.

Choosing from all these options, we’ve narrowed things down to our

favorites. All of these are fast to implement, meaning you’ll have results

in the shortest time-frame possible. Choose one of these external traffic

channels to start with:

Search Engine Marketing (SEM)

Search Engine Marketing, also called Search Engine Advertising, lets you

show your ads on search engines, such as Google and Bing.

This means your customers will see your ad at the moment they’re searching

on Google or Bing for the things you offer. You only pay when people click on

your ad. This is called pay per click.

Say you’re selling air purifiers. Search Engine Marketing will promote your

listing when someone googles “air purifiers.”

18

Twitter Ads for Amazon FBA Sellers

Example of a Twitter ad.

As an Amazon seller, Search Engine Marketing is a great way to get started

with external traffic. Simply show ads for keywords with a clear buying

intent that are related to your product (eg. “iPhone power bank”).

To start, you’ll probably want to focus on Google AdWords, as Google has

the most search volume. Ready to try Google AdWords for your Amazon

business? Chapter 7 of this guide is dedicated to setting up AdWords for

your Amazon listing.

Twitter has had a rocky couple of years. From slow user growth to the

company’s stock dropping, there has been a lot of bad news recently. Still,

Twitter continues to be one of the world’s largest social networks, with

more than 300 million active users.

For a number of reasons, Twitter is not the first place you should start when

driving traffic to your Amazon listing. It’s only worth experimenting with if

you feel like you’re already maxing out on other channels, such as Facebook

or AdWords. Still want to give Twitter Ads a try? Here’s a good tutorial.

What about Bing Ads? Some advertisers notice lower ad spend and

higher conversion rates on Bing, but there’s less traffic because Bing is

less popular. Our advise is to set up AdWords first, and then experiment

with Bing.

19

Pinterest Ads for Amazon Sellers

Pinterest is a visual social network where users can pin images they like.

Here are some interesting facts from Shopify:

• The average order value of sales coming from Pinterest is $50 – higher

than any other major social platform.

• Pinterest is the #2 overall source of all social media traffic to Shopify

stores.

• 93% of Pinterest users use the platform to plan purchases.

Suffice to say, Pinterest is a traffic channel worth exploring for Amazon

sellers.

Image source: Pinterest.com

20

How it works

Pinterest Ads uses a system called “Promoted Pins.” This means you can get

more visibility for your pins, and thus more traffic to your site.

Should you use Pinterest?

This depends on your business. Keep these two facts in mind:

• Pinterest is very visual.

• The majority of Pinterest users are female (81%, according to Business

Insider)

If your products are beautifully designed, and/or if your target demographic

is female, you’ll have better results then if you’re selling run-of-the-mill

products targeted at men.

Interested in Pinterest Ads? This guide is a good starting point.

Instagram & Facebook Ads for Amazon FBA Sellers

Google AdWords and Facebook

are giving each other a run for

their money. They both have

huge ad networks and highly

sophisticated online advertising

tools.

Example of a Facebook ad.

21

Facebook ads come with a huge variety of targeting options. From targeting

people based on their age, gender, geographic location and interests, to (re-)

targeting previous website visitors and customers of yours, Facebook has it

all.

Facebook is one of the best ways for Amazon sellers to drive external traffic.

That’s why chapters five and six of this guide is solely dedicated to Facebook

Ads for Amazon sellers.

Targeting Bloggers & Influencers

Targeting influencers is one of the most effective ways to reach your target

market. You’ll want to reach out to them, and get them to share your product

with their audience.

Based on how big someone’s online following is, they might be happy getting

a free review unit (many bloggers are hungry for content ideas), or you might

be able to incentivize them with a payment of a few hundred dollars.

The most common type of influencer you’ll run into is bloggers. Bloggers are

great because they usually have both an email list, social media accounts

and a blog where they can post your product. Other types of influencers

include YouTubers and Instagrammers.

Unlike buying ads on search engines or social networks, there’s a bit more

legwork required with this approach. You’ll actually have to reach out to

people and make deals with them. Nonetheless, this approach can be highly

effective.

What about Instagram?

Instagram is owned by Facebook, so you can use Facebook’s advertising

tools to promote your products on Instagram. Similar to Pinterest,

Instagram ads will work especially well if you have nice looking products

and high quality photography.

22

In its simplest form, influencer outreach for your Amazon business comprises

three steps:

1. Make a list of influencers in your space.

2. Email them.

3. Follow up. You can use a tool such as Boomerang to follow up with

people if they don’t respond.

4. Try to negotiate a deal.

Curious? Here’s a great case study on influencer outreach on YouTube:

The Amazing Seller #381 ZERO SALES TO $100K IN 11 MONTHS + OUTSIDE

TRAFFIC TIPS

Moving forward

You should now have an overview of which traffic sources are best for driving

traffic to your Amazon listing. The next step is to choose a traffic channel

and set up your first campaign. If you’re a beginner, our recommendation is

to choose either Facebook Ads or Google AdWords to start.

23

CHAPTER 054 min

Advertising Amazon Product Listings on Facebook

Facebook ads are one of the most powerful external traffic sources for

Amazon sellers. If you set up a successful Facebook ad campaign, your

Amazon listing will benefit from increased sales velocity, which leads to a

higher BSR, better rankings and more profits.

Not only that, but you’ll also get an edge over your competitors. The vast

majority of Amazon sellers never use outside traffic sources, such as

Facebook. Best of all, setting up your first campaign is actually pretty easy.

Reviewing the basics

As discussed in previous chapters, make sure you drive your Facebook ad

traffic to a landing page, instead of straight to your listing. Sending Facebook

traffic straight to your product listing massively decreases the chance of

your campaign being a success.

You’ll want to use a sales funnel such as this:

Now that we’ve got that out of the way, we will walk you through setting up

your first Facebook ad campaign.

24

Step 1: Setting up a Facebook Page

First, you’ll need to set up a Facebook page for your business. Without a

Facebook page, you won’t be able to run Facebook ads. Before you proceed,

invite a couple of friends to like your page for some extra social proof.

Step 2: Setting up a Facebook Ad account

Next, it’s time to set up a Facebook ad account. Go to facebook.com/business

and click “Create an Advert”.

Setting up your first Facebook Ad campaign

Making your landing page compliant with Facebook’s terms

To make sure your landing page is compliant with Facebook’s terms, we

recommend the following:

• Host your landing page on your own website.

• Include a link to your privacy on your landing page.

• Include navigation elements that link away from your landing page.

25

Step 3: Creating an ad campaign

Now, go to the Facebook ads manager, and click Create Ad.

Choose Conversions, and give your ad campaign a name.

Now you’ll need to select a conversion event. If you use LandingCube,

choose “Lead.” LandingCube triggers this event when your customer enters

their email address. (If you don’t see any events here, make sure you’ve set up

your pixel and requested a coupon at least once, so Facebook knows of the event.)

26

Step 4: Targeting

Now you want to define your audience targeting. This is the most important

part of your Facebook campaign setup. The more you know about your

target market, the easier this will be.

Creating an audience essentially lets you target people based on a number

of characteristics, including age, location, interests or behavior. It’s really

powerful.

Here are a couple of things to consider when building your audience:

• Create an audience of at least 10,000 people. The more people exposed

to your ad, the better.

• Be as specific as possible. Use detailed targeting, as you shown in the

image below.

• Interest targeting is particularly powerful. Make sure you include

“Amazon.com” as an interest to ensure they’re enthusiastic Amazon

customers, and try to find as many interests relevant to your product

as possible.

If I wanted to sell bodybuilding supplements, I’d probably target like this:

27

Or, if I wanted to sell a “Happy Birthday” plush cat, I’d target people like this:

As you can see, I’d target Women aged 18-40 who have an upcoming

birthday, and who are interested in Amazon.com, cats, and stuffed toys.

28

Step 5: Setting your budget & schedule

Set a reasonably low daily budget to start ($5?), and make sure you set an

end date that matches the expiration date of your landing page.

Leave most of the other settings to default, and continue to ad creation.

Step 6: Setting up your creative & launching your ad

When creating an ad creative, use compelling images and text for maximum

results. Looking for inspiration? Here are some great Facebook ad examples.

Once you’ve created the ad, just hit Confirm to launch your ad.

29

Step 7: Tracking results

It’s important you track your campaign’s performance. If you don’t stay on

top of your campaign stats, you could end up spending a lot of money on

something that doesn’t work.

In the early days of your ad campaign, make sure to check your results daily.

You can check your results by following this guide.

Conclusion

As you can see, setting up a Facebook campaign isn’t that hard. It’s important,

however, that you check your stats often, and that you improve & optimize

your campaign further.

This article only scratches the surface on how to run Facebook ads. As you

get more experience, we highly recommend you continue learning more

about Facebook ads. Here are some great resources:

• Facebook Advertising for Ecommerce Entrepreneurs by Shopify

• Perry Marshall’s Ultimate Guide to Facebook Advertising

Image source: Facebook.com

Either way, the above guide should be enough to get you started running

external traffic to Amazon.

30

CHAPTER 068 min

Facebook Retargeting for Amazon Products

Retargeting is a powerful way to drive outside traffic to your Amazon

products. With Facebook retargeting for Amazon products, you can show

Facebook ads to people who’ve visited your website or bought from you in

the past.

Retargeting ads are particularly powerful because they are only shown

to people who’ve previously interacted with one of your products or your

brand. These people are a lot more likely to buy than the general population.

This chapter explains how you can set up retargeting ads for your Amazon

FBA business.

How to retarget Amazon products on Facebook

For normal websites, retargeting looks like this:

(Image by ReTargeter.com)

31

Retargeting works by adding a code snippet (often called a pixel, such as

the Facebook Pixel) to your website. The problem with this approach is that

as an Amazon seller, you can’t add the necessary retargeting code to your

Amazon listing. This complicates retargeting for Amazon product listings.

Luckily, there are two approaches that you can use to set up Facebook

retargeting for your Amazon business:

• Option 1: Retarget your existing customers. This option lets you show

retargeting ads to your previous customers. This is handy if you launch

another product in the niche, or if you have a product your customers

can buy again (such as a nutritional supplement).

• Option 2: Retarget landing page visitors.. If you drive traffic from

outside Amazon to a landing page (which you should), you can place

retargeting code on your landing page. This will allow you to retarget

your visitors.

The rest of this article will walk you through the exact steps to set up a

successful Facebook retargeting campaign.

Choosing a goal

Before setting up retargeting, you want to think about your goals. What do

you want to accomplish? There are a number of interesting options:

• You can send people to a landing page that allows you to capture their

email address.

• You can retarget buyers asking for honest feedback in the form of

Amazon product reviews.

• You can give away single-use promo codes, so you can boost your sales

velocity and BSR.

• If you have an e-commerce store, such as Shopify, you can drive people

to your own store.

Before continuing, choose a goal and set up your landing page.

32

Retargeting networks

The two biggest retargeting advertising networks are Facebook ads and

Google AdWords.

Facebook Retargeting for Amazon Sellers

Facebook retargeting lets you place ads in your prospect’s Facebook &

Instagram feeds.

The key to a successful Facebook retargeting campaign for your Amazon

products is to understand Facebook Custom Audiences. Using Facebook

Custom Audiences, you can show ads to your customers, or to people who

have visited your website or your landing page.

Creating ads with custom audiences is similar to creating a “normal”

Facebook ad campaign, as described in Chapter 5. The main difference is

that, instead of targeting people based on their interests, you can choose to

target a custom audience.

We’ll talk about how to set up Facebook custom audiences for your Amazon

business later in this chapter.

Google AdWords Remarketing for Amazon Sellers

Google AdWords remarketing lets you show Google ads to your visitors.

To keep it simple we’ll focus on Facebook retargeting for the rest of this

article. That being said, AdWords retargeting is a powerful way to drive

traffic, so feel free to investigate it further. You can learn more here.

(Imag

e co

urte

sy o

f Goo

gle)

33

Option 1: Retarget your existing Amazon customers on Facebook

People who have bought from you in the past will be likely to buy from you

again in the future. They’ve demonstrated that they’re willing to spend

money on the products you are offering. Selling to these people will be

comparatively easy.

The way to retarget your existing Amazon customers is by uploading your

customer database to Facebook so you can create a Custom Audience. Your

Amazon customer list contains data (eg. name, zip, city, state) that Facebook

can match with their users. This isn’t perfect. You won’t have a 100% match

rate, but you will be able to target a lot of your customers this way.

What kind of match rate can you expect?

Until recently, Amazon let you export your customer’s phone number.

Phone numbers make it very easy to match your Amazon customers to

Facebook users.

This appears to have changed. The remaining relevant data points you

can still access are:

• First name

• Last name

• Zip

• City

• State

• Country

Using these data points, you will be able to match a good percentage of

your customers to Facebook users. In one test, we uploaded about 5,500

customers, and Facebook was able to match 2,200 of those people to

Facebook accounts. This is a match rate of approximately 40%.

34

Step 1: Downloading your Customer list

First, go to Reports Fulfillment

Go ahead and schedule a report. As mentioned above, the match rate you

can expect is about 40%. Considering that your custom audience should be

as large as possible (in an ideal word 10,000+ people), we recommend going

for a long time frame: 30 days or more.

Download the report.

Then, go to Sales Amazon Fulfilled Shipments.

35

Step 2: Download & format your spreadsheet

Download your report and open it with Excel, or any other spreadsheet

editing tool. The only change you’ll need to make to your spreadsheet is to

to split the name column into two: First name and Last name.

You can follow the instructions here:

• Split name field using Google Sheets

• Split name field in Apple Numbers

• Split name field in Excel

Step 3: Creating a Facebook Custom Audience from your Amazon customers

Log into your Facebook ad account and go to Assets Audiences.

Advanced Tip: Segment your customers by product.

If you sell multiple unrelated products, you may want to split your

spreadsheet by product purchased. To do so, sort or filter your

spreadsheet by Product, and copy and paste your customers into a new

empty spreadsheet.

36

Choose Create Audience Custom Audience.

Choose Customer File Add customers from your own file or copy and

paste data.

Now, upload your spreadsheet. Match the following fields:

• First name

• Last name

• Zip

• City

• State

• Country

• Phone number (if available)

Congrats! You’ve just created a Facebook custom audience from your

Amazon customers. Depending on your audience size, you’ll need to wait up

to a few hours for Facebook to fully process your upload.

Now that you’ve created your custom audience, you can start running

Facebook ads. The process is similar to what we’ve described in Chapter

5. The only difference is that instead of targeting people based on their

interests, you’ll target the custom audience you just uploaded.

For a more detailed overview, read chapter 5 on how to set up Facebook ads

for your Amazon business.

37

Do Amazon’s terms of service allow this?

In its communication guidelines, Amazon states:

In general, you may contact buyers (Amazon.com customers) only to

complete orders or to respond to customer service inquiries. You may

not contact buyers for marketing or promotional purposes (including via

e-mail, physical mail, telephone, or otherwise).

It’s unclear if showing Facebook ads to people counts as “contacting

buyers.” The above policy is aimed at preventing sellers from emailing,

snail mailing, or calling buyers. Regardless, the above approach seems

like a bit of a gray area, so do proceed with caution.

A safer approach that is still highly effective is to create a lookalike

audience (instead of a custom audience) from your Amazon customers.

Lookalike audiences are people that have similar characteristics to the

list of people you’ve uploaded. Using this approach, you’ll be able to

show targeted Facebook ads to people very similar to your customers.

You’ll also be able to rest assured that you’re not violating Amazon’s

terms of service.

Why use a landing page?

If you drive outside traffic to your Amazon listing, you should always

send your visitors to a landing page, instead of straight to your listing.

For a detailed explanation, refer to Chapter 1.

Retargeting landing page visitors

The second option you have is to retarget people that visit your landing

page. This approach is very effective, and completely in-line with Amazon’s

terms of service.

38

Step 1: Facebook Pixel setup

First, you’ll want to add the Facebook Pixel to your landing page.

The exact implementation will depend on the landing page tool you use, but

in most cases you’ll have to copy, edit, and paste some JavaScript code. Using

LandingCube, you can add The Facebook pixel with a single click.

Step 2: Wait

Start driving traffic to your landing page and wait. Facebook will start

collecting data about your visitors. You’ll need to drive at least 100 visitors

to your landing page before proceeding.

Step 3: Set up your Facebook retargeting audience

Set up a Facebook Custom Audience for the people that interacted with

your landing page. Keep in mind that Facebook’s minimum size for custom

audiences is 100 people. This is a precaution by Facebook that ensures you

can’t target specific people individually.

What is the Facebook Pixel?

The Facebook Pixel lets you build advertising audiences based on their

behavior on your website. You can create a Facebook Pixel for free by

following the instructions here.

39

Go ahead and create a Facebook Custom Audience.

Choose Custom Audience

Choose Website Traffic

40

Now, you can either choose to target everyone (All website visitors), or

only people that performed a specific action. In this example, we’ll create

a custom audience for people that triggered the Lead event. LandingCube

triggers the Lead event when someone enters their email in exchange for a

coupon code.

Click Create Audience and you’re done.

The last step is to can set up a Facebook campaign as usual. Please refer to

the previous chapter for more details.

41

CHAPTER 077 min

Amazon AdWords – Google Ads for Amazon Products

This chapter will guide you through setting up an Amazon AdWords

campaign for your Amazon product. Why bother? According to a survey,

25% of Amazon sellers use AdWords. There’s a reason a quarter of all

Amazon sellers are using AdWords: it works.

By implementing Google AdWords correctly, you’ll be able to grow your

Amazon sales and Best Sellers Rank. You’ll also have a competitive edge

over the 75% or so of sellers who don’t run AdWords.

What is Google AdWords?

Google AdWords lets you show ads to people that search for specific search

terms (called keywords) in Google.

For example, when you search Google for air purifiers, you’ll see results

similar to this:

42

There are 2 parts to a Google search result.

1) Ads

AdWords ads usually shows at the top of the search results. This is where

your ads will appear. (There are multiple types of AdWords ads, but we’ll

stick to normal text ads during this guide.)

2) Organic results

These are the search results that are ranked by Google’s secret algorithm.

43

AdWords For Amazon Products

AdWords can work very well for Amazon businesses. It’s a great way to

drive external traffic to your product listing, so you can make more sales

and improve your Best Sellers Rank.

Let’s revisit our funnel from Chapter 1:

The secret to making AdWords for your Amazon products work, is to drive

traffic to a landing page, instead of to your Amazon listing. We recommend

capturing emails in exchange for single-use promo codes (give a discount of

at least 50%) on this landing page. The landing page would look something

like this:

44

You could either build this landing page yourself, or use a landing page tool

such as our own product – LandingCube.

With this in mind, let’s get started. The rest of this guide walks you through

setting up your first AdWords campaign for your Amazon product. We’ll

assume you’ve already created your landing page.

Using this approach, you’ll be able to:

• Track AdWords conversions for your Amazon listing

• Capture the email addresses of your buyers

• Boost your sales velocity and Best Sellers Rank

The purpose of this approach is not necessarily to have a positive return on

investment on your campaign. Depending on how big your discount is, this

might be hard to pull off.

Instead, we’ll think long-term. The purpose of our AdWords campaign is to:

• Build an email list. You can turn this into your own launch list in the

future.

• Boost your sales velocity. This means you rank higher on Amazon and

get more sales.

Making your landing page compliant with Google’s terms

To make sure your landing page is compliant with Google’s terms, we

recommend the following:

• Host your landing page on your own website.

• Include a link to your privacy on your landing page.

• Include navigation elements that link away from your landing page.

45

Step 1: Setting up your AdWords account

If you don’t have an AdWords account already, go to adwords.google.com

and set up an AdWords account.

Tip: If you’ve never used AdWords before, you may be eligible for a $75

coupon from Google. Click here to learn more.

46

Step 2: Keyword research

A keyword is the phrase (or “search term”) that someone searches for. If you

type “air purifiers” into Google, your keyword is “air purifiers”.

Choosing the right keywords is an important part of a successful AdWords

campaign. You want to make sure your keywords are as relevant as possible,

otherwise you’ll be wasting money on low-quality keywords that don’t

convert.

To begin keyword research, navigate to Google’s Keyword Planner.

An easy way to start is to paste your landing page into the keyword planner,

and hit Get Ideas.

47

Google will now build a list of keywords, along with search volume, suggested

bid, and miscellaneous information.

Now, find the keywords that are closely related to your product. In this

example, we’re giving away a Pusheen plush cat toy. The keyword pusheen

(the name of a cat) is too broad, while pusheen plush toy or pusheen birthday

plush are highly relevant.

Click the blue arrow (Add to plan), and download the plan to get a spreadsheet

containing your keywords for later use.

48

Step 3: Creating your first ad campaign

Leave the keyword tool and go back to the AdWords interface. In the left-

hand sidebar, navigate to Campaigns and click the + button.

Select “Search Network.”

49

As your goal, select Sales. Under Setup details, choose Get website visits

and paste your landing page URL.

Give your campaign a name. For best results, disable Include Google search

partners and Add Display Network.

50

Assuming you’re targeting customers in the USA, choose United States as

your location, and English as your language.

Next, choose your bidding strategy. For maximum control, choose Manual

CPC (you can leave Enhanced CPC turned on).

Choose a daily budget. Better start off small, for example with $5. Also make

sure to set an end date, otherwise your ads will run indefinitely.

Now, click SAVE AND CONTINUE.

51

Step 4: Creating ad groups

The next step is to create your ad groups.

Google will automatically suggest keywords based on your landing page

content.

This is where you’ll add keywords to your ad groups. You can use Google’s

keywords suggestions here, as well as keywords from the spreadsheet you

created earlier when researching keywords.

What is an ad group?

An ad group contains both ads and related keywords. Each AdWords

campaign must contain at least one ad group.

52

Setting your match type

For best results, set your match type to exact match. This means that

your ad will only show to people that search exactly for this keyword.

An exact match keyword is surrounded by square brackets and looks

like this: [keyword]

For each ad group, you’ll have to set a default bid. You can start off with

$1 (AdWords will tell you if your bid is too high or too low) and add at

least one keyword. Make sure you only add closely related keywords to

each ad group.

How to structure your ad groups

The best approach is to have very few keywords per ad group. Why? In

the next step, we’ll be creating ads for all of our ad groups. You’ll want

to make sure each ad is highly related to the keywords in your ad group.

For example, we’ll put [pusheen cat plush] and [pusheen plush] into the

same ad group, while [pusheen stuffed animal] goes into another group.

53

Let’s create 2 ad groups…

And we’re done. Click “SAVE AND CONTINUE”.

54

Step 5: Creating compelling ads

Great – we’re ready to write some ads. Creating ads that convert is all about

copywriting.

You may not be a copywriting expert, but here are a couple rules to follow:

• Use your keyword in your ad. Ads that include your keywords will get

more clicks, as Google highlights these words in bold.

• Include a call to action, such as “Buy Now”, “Learn More”, or “Claim Your

Coupon”.

• Are you giving a big discount? Only limited units left? Mention this in

your ad text.

• Capitalize All Words. Extensive Testing Has Shown That Ads Where All

Words Begin With A Capital Letter Have Higher Click-Through Rates.

For more tips and examples of successful ads, read this post.

Go ahead and create your ads. Here’s what we came up with:

55

Pro tip: For best results, create 2 ads per ad group. Google will automatically

split test your ads, and choose a winner. That’s what we did here:

Last, click SAVE AND CONTINUE.

56

Step 6: AdWords Conversion Tracking for Amazon products

When it comes to paid traffic, you’ll always want to measure conversions. If

you don’t track conversions, you’re essentially flying blind.

Using AdWords conversion tracking features, you’ll be able to identify:

• Which keywords are working for you.

• What your cost per conversion is.

• What your conversion rate is.

Unfortunately, adding AdWords’ conversion tracking code to an Amazon

listing is not possible. (That’s yet another reason why you should never drive

AdWords traffic straight to your Amazon listing.)

Instead, you’ll want to track conversions on your landing page. You have 2

options:

• Track a conversion when someone clicks through to Amazon.

• Track a conversion when someone claims a coupon in exchange for

their email address.

The actual implementation of AdWords conversion tracking depends on

your landing page tool. To get started, Google has a good tutorial on setting

up conversion tracking.

Once conversion tracking is set up, you’ll be able to track your ad campaign’s

effectiveness.

If you use LandingCube, you can track AdWords conversions using

our Google Analytics integration. Set up Google Analytics for your

landing page with one click, and create a Google Analytics goal for the

ClickToAmazon event LandingCube triggers. Then, import your Google

Analytics goal into AdWords Conversion Tracking.

57

Conclusion

This chapter only scratches the surface of teaching how to use Google

AdWords. Even so, if you’re following our recommendation to offer big

discounts on your landing page you’ll likely see good results, even if you’re

not an AdWords expert.

Want to dive even deeper into AdWords for your Amazon business? We

highly recommend Perry Marshall’s “AdWords bible”: “Ultimate Guide to

Google AdWords” by Perry Marshall

0:00/2:56

58

CHAPTER 083 min

Getting Product Reviews

This chapter assumes you’re using an Amazon landing page tool, such as

LandingCube, to capture emails in exchange for promo codes.

There’s another benefit of driving external traffic to your Amazon listing:

you’ll be getting more Amazon product reviews.

External traffic is a highly effective way to get more Amazon product reviews.

Using the approach outlined here, you’ll get a lot more reviews than usual.

Why?

1. People that received an exclusive discount will be more likely to leave

you an honest review. Psychologists call this the Law of Reciprocity – it

basically says that when someone does something nice for you, you’ll

be likely to do something nice for them in return.

2. Instead of using Amazon’s seller messaging service, we can send a

beautiful “feedback request” email straight to your customer’s actual

email address, using an email provider such as MailChimp.

Complying with Amazon’s terms

Amazon updated its policies regarding product reviews in late 2016.

[…] you may not provide compensation (including free or discounted

products) for a review. Review solicitations that ask for only positive

reviews or that offer compensation are prohibited. You may not ask

buyers to modify or remove reviews.

The approach outlined in this chapter makes sure you comply with

Amazon’s updated terms.

Best of all, the approach outlined here is completely in line with Amazon’s

terms and conditions for sellers.

59

To comply with Amazon’s terms, we’ll need to make sure of the following:

• Ask for honest feedback, regardless of it being positive or negative.

• Don’t require a review in exchange for a discount.

Read on to learn how to get more product reviews using external traffic.

Step 1: Set up a landing page

First, you’ll want to set up your landing page and your promo discounts. (For

detailed instructions, read chapter three.)

Connect your landing page tool to your email tool, so that new email optins

will be sent straight to your provider. If you haven’t used an email marketing

provider before, give MailChimp a try.

60

Step 2: Set up your email autoresponder

Set up an email autoresponder that sends a few days after your new customer

gets added to your email marketing tool.

In that email, reference that they got a special deal, and that their feedback

is really valuable to you. Here’s a draft email:

Hey there,

Thanks so much for being part of our <product name> promo campaign. The

reason I’m talking to you today is:

I’d love to get your feedback.

Yup, I’d love to hear from you and what your thoughts are on <product name>.

>> Click here to send feedback for <product name> <<

Your feedback is super important as it helps us to improve our products. As

a small business, it also helps us stay relevant against huge multinational

competitors, so we can continue providing you with great, affordable

products.

Your feedback really is important to us.

Thanks so much.

-Name

-Title

Tip: Make sure is a link to your Amazon product page in your email.

61

Step 3: Drive traffic

Last but not least, start driving traffic to your landing page. To get started,

set up an AdWords or Facebook ad campaign.

As you can see, adding an email autoresponder to your external traffic

campaign is an easy way to get more Amazon reviews, while building an

email list and boosting your sales. You’ve almost made it to the end of this

guide. Click here to continue to the last chapter.

62

CHAPTER 091 min

Conclusion

In this guide we’ve discussed how to drive external traffic to your Amazon

listing.

Summary

In the first chapter we described what an effective Amazon sales funnel

looks like.

In chapter two we introduced our recommended tools. For best results,

you’ll need an Amazon landing page tool, an email marketing tool, Google

Analytics, and the Facebook Pixel.

In chapter three we talked about how to set up a landing page for your

Amazon product in less than three minutes

After discussing key concepts and explaining how to set up a landing page,

we started teaching you how to drive traffic:

• Chapter four contained an extensive list of traffic driving ideas.

• Chapter five helped you set up your first Facebook campaign.

• Chapter six explained Facebook retargeting for Amazon sellers.

• Chapter seven discussed Google AdWords.

Last but not least, chapter eight discussed how to get product reviews using

external traffic.

63

The Bottom Line

No matter if you’re launching a new product, or if

you’re continuously giving away a small number

of units per day, external traffic is a great way to

grow your Amazon business. Learning how to

drive more traffic to your Amazon listing will

give you an edge, and help you build a brand

that will be around for the long-term.

Thanks so much for reading and I hope you

enjoyed it!

Do you want your friends to succeed in their

Amazon business as well? Why not share this

guide with your friends, or on Facebook.

David Hehenberger, creator of LandingCube.