Driving External Traffic to Amazon Part 1

Richard Morgan
March 7, 2018

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We are joined by Liran to talk about building an audience and driving external traffic to Amazon. Talking through Storefront URLs, Brand Registry 2.0, Trademarks and chatbots.

Storefronts

You need brand-registry
This means you need a trademark
Takes 8-10 weeks to come through for a UK trademark
You can use this trademark across marketplaces Amazon suggests
Danny did his own in 20 mins on-line
He took two courses of about £240
He went through a trademark clearance process which takes about a week and checks that there is no opposition to the trademark
It then takes a further 8 weeks for full clearance
After this Danny should be able to take this Trademark back to Amazon for use in the US marketplace for brand-registry 2.0
Saving yourself months by filing in the UK

The Madrid System

Use it for the whole of Europe and US covering six marketplaces

Build out your Storefront on Amazon

This gives you a mini-site on Amazon
When people click on your brand name with this storefront it take you here
You can have multiple pages, video, lifestyle photos and text

Big advantages

You get metrics on visitors and sales to Storefornt
Create sources of external traffic
You can create an FB ad and create it as a source of external traffic URL with a tag at the end of the URL so you can track visitors and sales that came through that eternal traffic
This is giving conversion data which is great
Probably create a new tracking code for each FB ad so you can track each ads performance
Liran also send Google Adwords traffic this way too
Helpful to track how that traffic is performing
Also, when they get to your storefront they are seeing your brand and product ONLY on Amazon initially not competitors products
They can see a video of your brand there and get a better brand experience

Unique URL

Unique URL for each ad group
You can go down to each keyword and be more granular to understand what is converting
Sending a group of keywords to Amazon and AMZ will tell you how many visitors came and what the sales were through that link
With this data you can see the ROI of how that ad campaign is performing
People have been doing Adwords because it converts and it’s a good ranking signal to Amazon for external traffic

Searching for your product

Search for your main keywords that your ranking for in Amazon
Then do a google search
Does your brand name come up
Do your main keywords come up
If not, start running campaigns using your link to Amazon (you can add a 3rd party URL now)
When the snippets under the add in the google search pages under the SERPS you will get all the metrics of rates out of 10 for reviews
The clickthrough rate is super-high
Eventually Amazon picked up on what Danny was doing and they started to run campaigns on those keywords
No point in Danny competing so he would negative match out those keywords and work on a secondary set of keywords
Done this a few times in the UK and a great way to send external traffic

Adwords is far more sophisticated

Lots of people have proprietary systems that harvest data and see traffic coming to their website from a set of keywords
They are seeing these keywords are working so let’s setup and run ads for them
Using dynamic keyword insertion

Grey Area

You can not track the results and before you couldn’t
You used to only be able to use your Google Adwords URL
Now you can use a 3rd Party URL – i.e. Amazon URL
Err on the side of caution

Headline Ads to your Storefront

Run ads to the storefront and you can run headline ads to your storefront
Brand has 3 ASINs but one is out of stock and you need three ASINs to run headline ads
But if you run traffic to the storefront you don’t need all three

Get Brand Registry

More things are coming for Sellers
Customers will have the ability to FOLLOW brands
Amazon will put it in the customer’s control whether they want to hear from you and get coupons, etc
Amazon.com was promoting a live-stream with promos like a QVC show selling a product during the show

Facebook ads and Chatbots

Goal for 2018 s to build an audience outside of Amazon
Use Amazon as a distribution channel and not as your entire business
Building audiences of customers and controlling them outside of Amazon
Best way is to build an audience on FB Messenger
Liran is using Manychat to build out a sequence on Facebook Messenger that is driving external traffic to amazon
Much better than email as open rates are like 90%
Running ads to Messenger and then building out flows for automated messages or responses

Building your audience

Setup an Amazon giveaway
Go and buy the product from yourself
Set a coupon code ahead of time with 99% off with no code required
You can buy it from yourself at 99% off
Make sure you setting your max order quantity and not making it public on the page
Remove that ability to do that for customers, you go in, do it and end the promotion afterwards
Be careful how you set it up

Run a competition

Run an Amazon giveaway
You can run an ad targeting an audience who like grilling (for barbeque gloves)
Target your Amazon giveaway to drive external traffic to amazon
They have to click to interact with your bot to get the link to the Amazon giveaway
All the people who lose get an option to buy at 30% discount
Also, a new product you could try an Amazon 2-step URL to get them to go to the page, rank it and give a deeper discount
A cheap way to build an audience cheaply
You are targeting people who like grilling and get a lot of ad engagement
Ad is we’re giving away a set of grill gloves
Click-through rate and engagement is great
Running a campaign and it’s costing 29c to get someone to engage with the bot
Not everyone is buying the product but they are on his customer subscriber list so he can send broadcast messages
So if they bought, he can send a message a few days later automated to say ‘hey you entered our promotion and did you buy it at a discount?)’
If they say ‘Yes’ on your buttons you can say back ‘great, can you go leave us a review’ all automated

Single Use coupon codes through messenger

List of codes in Google sheets
Using Manychat and Zapier to integrate with the single use codes
WHole lot you can do with Messenger bots with great open rates and audience building cheaply
In a few years this will drop-off so get in early