You now must be using Facebook ads to drive more sales for your Amazon listing.
Portioning off part of your budget to drive traffic to your listing from channels like Facebook and Instagram is essential if you want to achieve sustainable growth.
And in this article, we’re going to show you exactly how to leverage social advertising to promote your brand off the Amazon marketplace…
Then send those folks back to your listing to buy.
We’ll give you our #1 ad formula, the easiest ad model to start with and the exact ad copy to write –
sound pretty good?
A Super Simple Model
Millions of dollars are spent globally by brands replicating this exact model.
It begins in the top left with a video ad promoted on Facebook, Instagram, YouTube, or whatever channel takes your preference.
From that video
ad, we link to a piece of content that engages the viewer in a conversation
about an experience they’re having. In this example I quickly made, it’s a presell post called “Cold
Drinks for 72 Hours” that’s hosted on your website (you can
also use landing pages like LeadPages to make this easier).
From that article, readers can click and view products on the store page. Those are the first 3 steps in this ad model. Admittedly, I whipped this up super quick, so you should probably make a little more effort with your post. Here it is below.
The Difference Between Facebook Ads and Amazon Ads
Amazon Advertising is essentially query-based advertising. That’s when someone searches for a something on Amazon, like “water bottle,” then you show them an ad for a bottle.
But Facebook advertising is a little different, it links back to what’s called “contextual traffic.”
Basically, saying that the goal of Facebook ads is to give your audience relevant content based on what you know about the person you’re marketing to.
In Amazon’s query-based advertising, the customer is already looking for the product you sell (which is why it’s so damn expensive), but that’s not the game on Facebook.
Luckily for you, one banging video ad is enough to nail the contextual advertising gig.
The Hard Way vs. The Easy Way
Let’s start with the hard way.
We wanted a
longer sales cycle here, to get the most value per visitor. That’s why we send
them through these 6 steps:
- Video Ad
- Store Page
- Product Page
- Basket Page -> + Upsells
- Upsell Page
We also bang them in our email list so we can market to them more in the future.
Do you need all of these pages to start with, no, not really – but it’s good for you to understand what
you want your whole ad model to look like in the future.
Now, let’s look at the easy way.
A Much Simpler Model
A simpler model is to skip the presell page and the store page. This is an easier way to get started if
you’re new to Facebook ads, and it looks like this:
Most brands will follow this model, leading their viewers directly to that product page.
It’s good to get context, which is why we’ve showed you those models. But, for this article we’re gonna build out that easier model so you can go straight from ad to offer.
It’s a great
model and something we recommend as a starting point.
To make it even better, you can utilise landing pages to offer a 20% discount (LandingCube will help with this), plus pixel them at the same time to re-target them in the future – win win!
Okay, let’s now dig into some video structures you can follow for your ads, remember, simplicity is
Oh yeh, if your video ad is sh#t and doesn’t grab their interest by the throat, then no ad model is going to work. It’s crucial you nail this point.
Luckily for you, you only need one good video!
Proven Video Ad Formula
The “FAN-Feature-FAN” formula. This is widely used to great success across multiple product categories when selling online. You don’t need to reinvent the wheel. Replicate what’s working well and implement it within our business.
First things first, you’ll need a fan. Someone that’s already used your product and loves it! If they’re willing to record a testimonial, WE’RE ON! Then, you take that beautiful testimonial and implement as follows:
- FAN: Start with the face-to-camera customer testimonial about your product.
- FEATURE: Drop in a product feature/demo video.
- FAN: End with another face-to-camera customer testimonial about your product.
Brands are seeing insane results with this ridiculously simple formula!
Nothing fancy, stupidly simple and all recorded on an iPhone (other
devices are available).
Ok, let’s dig a little deeper so you can replicate it for your brand.
You’ve got content piece 1 sorted out, the video, now it’s time to build the ad unit and write some
This FAN-Feature-FAN ad has 6 elements — copy them.
6 Important Ad Elements:
1. Square Video Canvas (so It’s Bigger on Mobile)
On mobile, square videos take up 70% more screen real estate than rectangular videos, and it’s easy
to do. Ask your video editor to overlay your Fan-Feature-Fan video onto a square canvas. 2. Headline Edited into the Video
Now that you have a square canvas but a rectangular video, you have real estate above and below said video to drop on a custom headline in a large font.
- Add Your Own Captions
Use the real estate below the video to add your own captions (rather than Facebook’s), so you can make them bigger and easily readable.
- Use Ownership Benefit Copy as Your Call to Action
“Sell Holes, Not Drills”. No one really cares about the features; they care about the solution your product gives. Benefits pique interest, so relay the benefits in the CTA!
- Social Proof at the Top
Your customers are your best copy. So along with the social proof you’ve got in your video, also take a quote from that customer and use it as the first line of your sales copy.
- Ownership Benefit Below Testimonial.
Again, save the features for the product page. In the ad copy, tell them in one line how your product will improve their lives or elate them beyond their wildest dreams.
Nothing about this ad formula should feel complicated.
You probably have all the video assets you need already, and if you have multiple video testimonials then you can use this same formula to create endless variations.
You Only Need One Good Video
Dollar Shave Club created one good video and rode that baby for years.
People think that quantity is the game: “pump out the content! we must have more video ads!”
Not true. One is fine, at least for now.
You need one good video ad that engages people and then makes them an offer that piques their interest.
One ad is all it takes to diversify your sales off of Amazon and add Facebook as a second revenue channel.
Bonus: This Helps Protect Your Brand!
Once you begin to
understand how you can drive traffic to your listing and storefront from off
Amazon, you not only open yourself up to huge new capabilities, but you’re also
playing defence against Amazon -> advertising getting insanely expensive, changes
to the A9 algorithm, new products stealing shelf space etc.
You’re able to build brand assets like email addresses and retargeting lists – which will allow you to build a sustainable funnel and take control of your sales process. The more assets you can build, the stronger the foundation of your business/brand.
Far too many brands have dropped off the side of Amazon’s page 1 earth, because they’re not
moving fast enough to keep up with the sales ranking strategies.
But by learning how to leverage Facebook, Instagram, YouTube and other social channels, you take back control of the sales and traffic tap, future-proofing your brand for years to come.