This is part two of a two-part series from our friends at Seller Tradecraft
As an Amazon seller, you must’ve heard of the power and effectiveness of Facebook Retargeted Ads. These ads are only displayed to people that have already interacted with your brand in some way in the past and thus, these ads have a much higher chance of audience engagement and also have much higher conversion rates.
Many advertisers are apprehensive about utilizing Retargeted Facebook Ads since they seem complex to set up at first but in today’s post, we aim to demystify the process and make it easier for you to create these ads.
What do you want to Achieve with your Retargeted Ad?
Before you set up your retargeted ad(s), it’s important that you think about your goals and what you want to achieve with them. It’s important to know exactly what you want your customer’s behavior to be like when they are confronted with your ad. There are a number of appealing options to choose from:
- Clicking on your retargeted ad will send the user to a landing page. Not only will this landing page reacquaint the customer with your brand but it will also allow you to capture their email address for use in future emailing campaigns.
- You can choose to retarget people who have made a purchase from you already and ask for honest feedback on your product in the form of Amazon reviews.
- You can offer discount coupons or one-use promo codes that can help boost your sales velocity.
- Instead of displaying your retargeted ad to a warm audience, you can also choose to create a lookalike audience of your warm audience and display your retargeted ad to them. This can help increase brand awareness and can extend your reach by a lot.
Hence, we highly recommend that before you set up a retargeted ad, you define your goals and set up a landing page as well.
Step-by-Step Guide for Creating a Retargeted Facebook Ad
Creating a retargeted Facebook ad is not as difficult as it sounds. With this step-by-step guide, we intend to break down the process in order to make it easier for you to make retargeted Facebook ads for your Amazon business.
Step 1: Create a Pixelfy.me Retargeting URL
Start by creating a shortened retargeting URL for your product listing through Pixelfy.me. You can choose for this link to have a retargeting pixel for Facebook and just like that, you’ve added a Facebook Pixel to your Amazon product listing.
Pixelfy.me gives you tons of options not just for creating retargeting URLs for Facebook but for other platforms as well such as Twitter, LinkedIn and Google AdWords but for the sake of this example, we are only sticking to Facebook. Please note that Pixelfy.me also offers several different types of Super URLs that all of whom have different jobs and purposes which you can utilize to really propel the effectiveness of your retargeted ads to new heights. Some examples of Super URLs that Pixelfy.me has to offer are Supreme URL, Buy Together URL, Seeker URL, Canonical URL, URL Rotator, Add to Cart URL and many more.
Step 2: Create your Ad on Facebook
The process of creating your ad on Facebook is pretty much the same as it would be for any other regular ad which you would make in Facebook’s ad manager. The only difference would be that instead of using your regular Amazon destination URL, you would use the shortened URL that you created in step 1 using Pixelfy.me.
Make sure that your ad is simple and to-the-point. It’s important to grab the customer’s attention but it’s also equally important to not overwhelm them with too much information as then, the customer will not bother to even look at your ad.
Step 3: Create a Custom Retargeting Audience for your Amazon Visitors
Now comes the fun part: creating a custom retargeting audience involves everything that we’ve just discussed in the previous section.
You can choose whether you want to target existing Amazon customers on Facebook or people who have visited your landing page in the past and then build your Custom Audience based on whatever your decision is. If you don’t want to contact existing customers then you can also opt for a lookalike audience and if you really want to extend your reach as well as drive up sales then you can also opt for a combination of the two, i.e., a Custom Audience that contains both your existing Amazon customers as well as lookalikes.
Step 4: Launch your Facebook Retargeting Ad
At this point, everything’s done. All there’s left to do is just launching your Facebook Retargeting ad. It’s essential that once you launch your ad that you should monitor it closely. Don’t rely too heavily on Facebook’s automated tools as they can often be inaccurate. It’s important that you monitor the performance of your ad in its initial days and make the appropriate adjustments so that your Facebook retargeting ad operates to its fullest potential.
Some ads perform very well in the first few days but after that, their performance starts to taper off and become underwhelming. This is an indication that the same ad is being displayed to people who have already seen it before. At this point, you either have to adjust your audience and change it so the ad is displayed to newer people who haven’t seen it or you can opt to change your ad or make adjustments to it so that it becomes fresh and new.
Although Retargeted Facebook Ads are incredibly cost-effective and can play a huge role in driving external traffic to your Amazon brand page, they can also be quite intimidating for advertisers that are new to the platform.
However, tools such as Pixelfy.me make it incredibly easy to make use of them and you will find that once you get the hang of them, they will become an invaluable tool that you will use for almost every product that you decide to advertise for your Amazon business.
About the Author
From his home in Houston, Anthony Bui-tran built his first 7 figure Amazon business at the age of 23, and has since empowered thousands of others to learn from his journey through Seller Tradecraft. Anthony is an expert at driving paid traffic, leveraging social influencers, online arbitrage, private label, and more.