The Ultimate Guide to Promoting Your Amazon Brand Using Facebook Products and Ads
Facebook is, no doubt, still the biggest social media platform in the world. It has more than 2 billion active users as of September 2019. Around eighty percent of internet users have a Facebook account. Most of these spend an average of 35 minutes on Facebook mobile app each day. It’s no wonder that it has become one of the most powerful advertising platforms.
The social media giant doesn’t only have a huge user base. It also has sophisticated ad targeting tools that allow you to reach people who are more likely to convert.
Advertising on Amazon can drive product discoverability and it can significantly increase your sales numbers. But, if you want to increase your brand’s popularity and grow your business at an accelerated rate, it’s a good idea to use Facebook ads.
Facebook ads are highly scalable and can drive massive traffic to your Amazon product pages. It allows you to reach a wider audience and increase your customer base. This gives you a competitive edge. Plus, Facebook has an ad option called a Sponsored Post, which allows you to connect and start a conversation with your target market.
Facebook ads also allow you to target people who have previously purchased your products on Amazon using the “lookalike audiences” feature.
How to Create Facebook Ads
So, how do Facebook ads work? Well, creating Facebook ads for your Amazon business is quite easy. You just have to follow these tips:
Step 1 - Be Clear About What Your Goals Are
Before you run your Facebook ad, you have to be clear about why you’re advertising in the first place. Do you want to increase brand awareness? Do you want to simply generate new leads or increase your Amazon store traffic? Do you want to keep your current customers engaged? Do you want to retarget your previous customers? Do you want to increase your catalog sales?
Setting marketing goals helps you pick the right Facebook ad option. It also helps you manage your advertising resources more efficiently. It also helps you position your product more effectively.
Step 2 - Create A Facebook Page For Your Brand
You can’t run a Facebook ad for your brand if you don’t have a business page, so you have to create one. You can place your product or your company logo as your profile picture.
Make sure that your Facebook page reflects your brand identity. For example, if you’re selling swimwear, it’s a great idea to use bright colors to create a “summer vibe”. It’s also essential that you use positive words that resonate to beach lovers, such as “sunshine”, “sun kissed”, “happy”, “waves”, “fun”, and “boho goddess”.
If you’re targeting professionals or business owners, it’s important to use a serious tone. But, if you’re trying to win the younger market’s attention, it helps to use a little bit of humor to keep your audience engaged and hooked.
Step 3 – Go to Your Facebook Ad Manager and Choose Your Marketing Objective
Click the “promote” button at the left side of your page. This will take you to the Facebook ad manager tool. You can also access this tool via facebook.com/ads.
Click on create Facebook ad and this take you to this page:
You need to choose your marketing objective-- Do you want to simply increase brand awareness and traffic? Or do you want to promote a product catalogue? If you’re an Amazon seller trying to increase your sales, it’s best to choose “conversion” as your marketing objective.
Pro Tip: If you want your ad to also appear on Instagram, it’s best to choose the following marketing objectives – increase brand awareness, get video views, and boost your posts. These objectives support Instagram as an ad placement option.
Step 4 – Define Your Budget And Your Target Audience
Facebook allows you to target audiences based on location, language, interests, and behavior.
You can also create custom and lookalike audiences. Creating custom audiences allows you to retarget past website visitors. To do this, you need to click on “create custom audience” and then choose the “customer file” option. You can upload your customer file or you can import your contacts from MailChimp. You can use this link as a guide.
You can also create custom audiences based on website traffic. To do this, you have to install Facebook pixel on your website.
Facebook pixel is basically a code that collects your website data. This helps you track ad conversions and retarget your existing customers.
Step 5 – Create Your Advertisement
Facebook currently has five ad formats, namely:
✔ Carousel – This ad type contains 2 or more scrollable images and videos. This is best for brands who offer multiple product lines.
✔ Single video – This ad allows you to tell your brand story and showcase your product from different angles.
✔ Single image – This allows you to create up to six versions of your advertisement using one image.
✔ Canvas – This full-screen ad brings your brand to life. It allows you to use a mix of videos, call-to-action buttons, text, and still images. This is a great tool that you can use to create immersive story.
✔ Slideshow – Like the Carousel, this ad option help you showcase various product lines.
Step 6 - Select Your Ad Placements
Facebook recommends default ad placements based on your chosen advertising objective. If you want your ads to also appear on Instagram, choose the following options:
Best Amazon Facebook Strategies That You Can Use To Win the Buy Box Game
Running Facebook ads is one of the best ways to drive traffic to your Amazon page, increase your sales, and eventually win the buy box game. But, to make the most out of your ads, you must follow these tips.
1. Optimize Your Product Pages
Don’t run Facebook ads if your product pages are not properly optimized. Before you create your ad, make sure that you do a little SEO work on your Amazon listing. Place your niche keywords strategically in your title and product descriptions.
You must also use high quality photos that showcase your products. You should use pure white background and your product must fill at least 85% of the frame.
You should also use the enhance brand content (EBC) feature so you could create visually rich and stimulating product pages. It’s also helpful to run Sponsored Products ads to increase your brand’s visibility in the Amazon ecosystem. This does not only increase your sales, it also maximizes the results of your Facebook ad campaign.
2. Create A Landing Page
Most Amazon sellers use Facebook ads to drive traffic straight to their Amazon store. This is not a great idea because most people who are browsing through Facebook have no intention of purchasing something from Amazon. This means that the traffic from FB ads is likely to convert than the traffic from Amazon ads. This can significantly reduce your conversion rate. Plus, you can’t place Facebook pixel in your Amazon product page so you can’t track conversions and retarget visitors.
Creating a landing page allows you to collect emails and distribute coupon codes for future promotions.
A landing page also filters traffic, so the people who actually visit your Amazon store are more likely to buy your product. This increases your conversion rate, sales velocity, and keyword rankings.
Pro Tip: If you don’t have a landing page, you can give out coupon codes through Facebook messenger.
3. Split Test Your Ad
Split testing allows you to assess the effectiveness of your ads. It helps you determine which headline, copy, or graphics deliver the best results. This strategy also helps you identify and understand your most responsive audience.
Split testing your Facebook ads can help you refine your marketing strategy and meet your goals.
Pro Tip: Test one variable at a time. For example, you can create two different ad copies and run a split test. Then, you can run another split test to see which ad creative is more effective or which target audience is more responsive.
4. Create A Lookalike Audience
When you install pixel on your landing page, you get to analyze the profile and demographics of your site visitors. You can then tell Facebook to show your ads to people who are similar to your previous site visitors.
To do this, you need to:
● Go to “audiences” and click on “create audience”.
● Click the “create audience” dropdown menu and select “lookalike audience”.
● Choose your data source. It can be your pixel data or your Facebook page fans.
● Choose the countries you’d like to target and your desired audience size.
● Click on “create audience”. It may take up to 24 hours before you can see your lookalike audience.
● After 24 hours, go to your “audience manager page” to see your lookalike audience.
● Once you’re ready to run your ad, you can go to your ads manager and go to tools. Click on Audiences. Select your lookalike audience and click on “create advert”.
Pro Tip: Create different lookalike audiences to match different marketing goals. Then, test each group to see which one is the most responsive.
Facebook Ads can drive high quality traffic to your Amazon store and increase your brand’s popularity. But, if you’re not careful, you’d end up throwing away a few hundred and even thousands of dollars.
Speak with our dynamic team of eCommerce experts if you want to maximize the results of your Facebook ads. We can help you achieve your marketing goals and win the buy box game.