Facebook Ads for Amazon FBA Sellers part 2 With Bryan Bowman and Danny McMillan – Session 009

Richard Morgan
September 6, 2017

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In this multi part series you will learn how to use Facebook Ads for Amazon to market your Amazon FBA products.

Serving before you sell and the power of the hub and spoke approach for your business. The anatomy of your sales landing page and building a bridge from Facebook Ads for Amazon to your World and onto Amazon. Strategies for grabbing attention, building rapport and getting that click when advertising on Facebook. Landing page images and pixel retargeting along with your ad story, avatars and old-school marketing techniques from the greats of marketing.

When advertising on facebook

You have to serve before you sell
You have to give before you ask
When advertising on facebook If you’re on a disruptive platform like FB people aren’t there searching for you
Amazon platform has people with buying intent – they are there to buy and looking to
In Facebook they are looking at family and friends and your ad pop up in their stream
If your Facebook Ads for Amazon don’t have social content they will miss the mark
Common failures in FB ads are people popping up a 50% BUY NOW ad in your stream
And it doesn’t sell so they pump up the discount to 70% or 90% and it still doesn’t sell

Amazon has searchers intent – FB is more disruptive
You have to build warmth and rapport with your audience
There is independence and interdependence between the ad and where you’re sending them
The destination is usually your landing page (or lead capture page, amazon listing, shopify store)
There’s independence because the ad and the destination have two different jobs
It’s the congruency or the ‘ad-scent’
They need to match, look similar, and have the same look and feel otherwise people will bounce

If we build enough intrigue in the ad people will follow through
The ad has one job, it’s to get a click – THAT’S IT
Start thinking about the ad is to get a click and not a sale
1st thing is to get their attention
The image is so important – it doesn’t need to be in your face – it needs to pull the audience in with some intrigue

Image attraction guidance on Facebook Ads for Amazon:

An image that tells a story
If I’m selling coffee:
- PLEASURE BASE – Am I trying to build a connection to starting the day in an amazing way with ice cold coffee and getting your creativity flowing
- FEAR BASE – Or am I targeting fear in people by explaining there are micro-toxins in some coffees and mine is better

Your image might be a fresh handsome guy with his coffee looking fit and finishing his run
Congruence between INTEREST, IMAGE and STORY
Imagine an image targeting the Business man seizing the day and ‘carpe diem’ type messaging – there may be no coffee in the image at all

Marketing strategies – Know your Avatar

We go through a process to script out 7 – 10 different stories
Know your avatar – old school marketing
Understand your avatar’s hope dreams fears aspirations desires
Marketing greats – Ogilvy, Gene Schwartz
Gene Schwartz The job of your product is not to create desire in your prospect but to draw on their existing hopes dreams fears desires and project it onto your product

How do we get the image and copy to POP (work together)?

If you have a hard time writing headlines – you’re not alone
We can take a week to write a headline for a Sales Copy funnel letter
It can be a long whiteboard session
Purpose of the headline (The first line in your ad) is ONE THING is to get them to read the next line
Hit them hard – very specific to a pain point or desire they have or they illicit curiosity which works well
Use a headline format such as: “How to (what you want) without (what you don’t want) “
Nine time out of ten we will use a ‘question’

Research for your Facebook Ads for Amazon

Study other people’s ads
Go and LIKE a bunch of brand pages in the Niche you are targeting – this will fill up your feed with ads from that niche
Pick 5 influencers in your niche and subscribe to their email lists
Pick a few brands and subscribe to their newsletters
Go and LIKE these brand’s pages, comment on a few posts
Look at what content is getting engagement
Go and actually buy some of their products and get their emails to look at their sequences

Three main Facebook ad optimization points

Get attention – Don’t go straight for the jugular on the sale – we have got to build the ‘connection’ first, let’s get their attention with that ad
Build Rapport – Next, build rapport with that copy, lead with that headline that just gets them to read the copy
Get the Click – Don’t take a long time over the copy, share a quick story and don’t over think it. Build the connection from never seeing us to being curious and wanting to get to our landing page to learn more

Sending prospects to your Amazon Listing Positives and Negatives

Positives

Amazon loves external traffic
No issue with conversion rates being a problem – having non-converting traffic visit your listing was a fear but it’s not shown as a problem for us (although theoretically factual) – you will pre-frame you traffic through your ad anyway
You’re getting traffic to your listing
If someone goes to Amazon – conversion rates are amazing
Amazon now starts re-targeting people that you’ve sent to your listing

Negative

We can’t analyse the data on traffic to your listing as Amazon doesn’t provide it
You are paying to bring outside buyers into Amazon’s world

Bot Traffic

Bot traffic – don’t mess with it, there is no ‘grey hat’ it is either white or black, don’t risk your account – Google analytics can spot bot-traffic and I’m sure Amazon are not stupid

Facebook ad launch strategy

You have a two week honeymoon period where Amazon doesn’t yet know how well your product will do
Sales history is more important than sales velocity because velocity comes and goes
Starting straight out of the gate with positive ‘sales history’ really improves your stick-rate after launch
So before the product is launched we line up our strategy:
- AMS enhanced listing
- Sponsored product ads
- Influencer traffic
- FB traffic
This floods the listing right out of the gate
If they don’t buy from your listing but from somewhere else they still get re-targeted
Sending prospects to your landing page instead
Builds your own sandbox rather than putting all your eggs in the amazon basket
Take a hub and spoke approach to your business with Amazon being only one spoke
Understand your customer acquisition approach – how to create leads and turn those into sales
I’m still a fan of the opt-in
Build up your own email list
Start bridge marketing people off of Amazon and into your own world
The transaction still happens ON AMAZON but we get them to take a pit-stop on the way via a click-funnel page where we can capture their email address to market to them
We can do some creative things on the thank you page with up-sells for other products with discounts
We can start to build rapport with the customer
Ideally I want the sale to happen off Amazon in my funnel or in my Shopify store

So you have:
- Grabbed attention
- Built rapport
- got them to click

Sales Landing Page optimization

What it was that got their attention – the main Headline made them read the next line and got them to click
Use the same headline in your landing page and in your Facebook ads for Amazon for congruency because if the headline is working in one place it will work in another place
Keep the ad-scent and congruency going so that it follows through from the ad to the landing page
The Headline job is again to get them to read the next-line
Give them the reason why there’s a discount – don’t hide from the questions they have already, just answer them
Change the image from the ad to the landing page – the landing page will be more product focussed to get them to convert or opt-in