External Traffic For Amazon Sellers – Training Facebook Pixels

Richard Morgan
February 4, 2019

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Paul Harvey is with us on external traffic and facebook pixels, how to groom your pixel to find a target audience, bargain hunters ruin, the power of the pixel phases from pageviews to add to cart and retargeting chatbox traffic using the pixel.

Not many Amazon Sellers use the pixel
The pixel lets you ‘re-target’ people that come to your site and create an audience of more people like them

Setup your Facebook Pixels

To setup you go into your Facebook Business Manager account
Go to the facebook pixel and it will give you some code
In Shopify you just give your pixel ID, if it’s WooCommerce or WordPress then you paste the code in your header of your site
The Chrome Extension ‘Facebook Pixel Helper’ will tell you it’s installed correctly and you see the pixel firing

Groom your Facebook Pixels

You want to create an ad that targets ladies who are ‘mom’s and have babies
Amazon sellers never need to use a pixel as traffic is organic
You don’t need to get traffic to your website on Amazon
You run an ad targeting ‘mothers with babies’
Look back at your pixel and there are 3 pixel fires:
- Page View – when someone visits your website
- Add to cart – when some ads your product to their cart
- Purchase – when someone buys a product
All the same pixel but different ‘firing’ types for the pixel

Grooming your pixel

We need to coach or train this pixel
Create a facebook ad that targets Mom and have kids
Target all the people that have viewed this page
Facebook will then look at all the people that have viewed your page and look for similar people to match them
You fit these into that Pixel and then you push it
When you have 50-100 pixel fires for that event ‘page views’ then the ‘page views’ element of that pixel is groomed

Add to cart event

Then you move onto the next step of the customer journey event for this pixel which is ‘add to cart’
You create an ad targeting people who have already added to the cart
The pixel will now look back to its previous history and match Mom’s with kids most likely to add to cart
Then you move onto the next event which is ‘purchase’
Run an ad to target Mom’s who have kids and have purchased
This is the most valuable potion as purchase is key
Now you have a super targeted pixel

A Well Trained Pixel

Now you can use this pixel with ‘zero interest’ as the pixel has its own pool of people
This well trained pixel then you can use it again and again
A well trained pixel can be a true business market

Comes at a cost

What kind of investment are we looking at
Some people don’t want to invest especially with a new product and uncertain results
Stage 1, 2, 3 all cost to invest into the pixel
Paul runs Amazon images in his ads to get conversion – from 20p to 50p per click
Most ads only convert if you have discount, higher the discount the lower the cost of the ad
You want to train a pixel to purchase all your products
Amazon products Paul budgets on 50p per click
When going to his own Shopify site he’s budgeting to $3/click
Aim for a new store to budget with $1-$3 per click
Say about $1,000 to get your facebook pixels trained upto conversion phase
At 50-100 fires you are still paying for that click

Retargeting

you will also be running re-targeting ads
People that don’t finish the purchase will get retargeted
So multiple ads running at the same time
Some days these ads will perform well, other days not so much

Pixel Ruined by Bargain Hunters

Once the pixel is trained and ready to go to zero interest
Will Facebook look at that and offer to bargain hunters
You might want the sale for visibility on page one
Don’t worry about the bargain hunters you want full price people
If you use discounts in your pixel grooming then it will be linked to that audience
The Pixel is ruined if it’s geared towards bargain hunters which are not the audience you want
Makes sense to spend more money on Facebook ads to get the higher quality buyers
Might achieve better visibility quicker but using the wrong kind of buyers