RYB 839: Using Facebook Ads To Grow Your Amazon Sales Without Losing Your Shirt with Chris Shaffer

Today my good friend Chris Shaffer and I are talking about how to drive traffic to your Amazon products using Facebook Ads, and we’ll give our honest opinion about when it can be valuable and when it might not be beneficial. Let’s dive right in.   Are Facebook Ads Worth It? This conversation will be focused on talking about making Facebook ads to sell products within the Amazon eco-system.   Note: Don’t utilize Facebook ads until you’ve made sure to maximize the resources that Amazon has already provided to you. You’ll end up getting more bang for your buck by taking advantage of using Amazon advertising.   When people are on Amazon, they’re on the search to buy something. So when you spend your advertising dollars there, you have more of a chance to make a sale. Whereas people on Facebook aren’t necessarily looking to buy something and it might be difficult to convince them to buy your product from an ad if they’re not actively looking to buy a similar product.   There may be times that you can’t make the pay per click platform on Amazon work for you or if you’re at the “point of no return” and have spent all you can advertising on Amazon and it’s no longer leading to sales it might be a good time to look at how you can get external traffic.   Keep in mind that Amazon doesn’t necessarily prefer external traffic. It actually converts at a much lower rate if you’re not already optimized within Amazon, and it will negatively affect how you rank organically if you’re conversion is really low from external traffic.   Use Facebook Ads As a Secondary Marketing Tool However, there is something to be said about being on the same playing field as your competition. If everyone is selling on Amazon and using the same strategy and set of resources and tools, it might be hard to stand out. When you add the external side and learn how to incorporate it and make it work, you might just be able to get a leg up from your competition and leverage your rankings.   The key is that it’s an addictive piece of marketing. You need to make sure that you have a solid foundation first. The most qualified traffic does exist on Amazon, so exhaust all your efforts there first before paying for additional traffic. You can also use your email list or other free sources, but just don’t pay for any more traffic until you’ve all you can internally first.       Two Ways to Drive Traffic From Facebook to Amazon There are two main ways that you can bring people to your Amazon product by using Facebook Ads. Although we strongly recommend the second option we’ll cover both. Sending Ad Traffic Directly to Your Amazon Ad   This is usually not a recommended method for three mani reasons.   Driving people who are looking at say cat videos to go and buy cat liter can be a tough sell since they weren’t planning to make a similar purchase. This creates a low conversation rate.   You’ll never have a chance to talk to any of the people you advertise to again or if