From: The Massview Team
If you’re on the hunt for an analytics-driven platform to assist with developing your marketing strategy, Facebook Ads help businesses drive brand awareness and exposure.
Using Facebook Ads, businesses can:
Target based on demographics like age, gender, location
Powerful data points including life events, behavioral data, and buying intentions
Collect contact information like email addresses
Cast a wider net of reach to potential customers
Link visitors directly to your Amazon listing
Link visitors to a landing page
Data tells us that most Facebook users don’t do their proactive shopping on the platform; they’re scrolling to pass the time, interact with friends, and share updates.
Because of this, linking directly to an Amazon product page isn’t highly recommended, particularly if the product listing is new and doesn’t have a staggering amount of reviews.
Facebook users simply aren’t in the mindset of a hard sell when they’re using the platform, and you risk spending a lot of money on ads that don’t convert.
Unfortunately, Amazon doesn’t let you track conversions sent directly from Facebook traffic anyway.
For businesses that run ad campaigns on Amazon, there are a few tools available that can help to improve sales and gain valuable insight along the way.
Amazon defines Brand Analytics as “a feature that contains valuable insights to empower Brand Owners to make informed, strategic decisions about their product portfolio and marketing/advertising activities.”
Brand Analytics is a free tool available to Brand Registered sellers and offers insights into customer behavior, search terms, competitor success, and the overall performance of their ad campaigns.
Using Brand Analytics, sellers can access the following reports:
Search Terms Report — Data on the most popular search terms in the Amazon store during any time period, along with each term’s search frequency rank. This report is a helpful tool to improve seller’s search rank.
Item Comparison Report — Displays which products Amazon shoppers viewed most frequently on the same day as your products. This report helps sellers analyze competing products to make more informed decisions on their own product listings.
Alternate Purchase Behavior — Information on similar (competing) products that shoppers purchased instead of yours. This report encourages product differentiation by providing sellers insight on what competitors are doing differently (and succeeding).
Market Basket Report — Data on various products that shoppers purchase alongside yours. This report provides ways for sellers to offer bundles and cross-marketing opportunities.
Demographics — A breakdown of customer data including age, income, education, gender, and marital status. This report allows sellers to assess the targeting accuracy of their campaigns and what (if anything) needs to be modified.
Repeat Purchase Behavior — Behavioral data that shows the number of orders received for each product or brand and the number of unique customers who placed orders. This insight can help your business better strategize your campaigns.
To get the most out of Brand Analytics and its capabilities, you should be monitoring and reviewing the data provided regularly to ensure that you’re implementing the right changes to improve your bottom line.
Amazon Attribution is a free “advertising and analytics measurement solution that gives marketers insight into how their non-Amazon marketing channels across search, social, video, display, and email impact shopping activity and sales performance on Amazon.”
With these insights, sellers can measure the performance of their advertising on external channels (like social media, search, and email) to discover which platforms work best for their business.
Businesses who use ads to promote their products on and off of Amazon can use affiliate links to measure the success of their external campaigns and optimize for the future.
With Attribution, sellers can gain insights into their data and determine which advertising channels are most effective at driving traffic and sales for your products. Attribution zeroes in on where each sale came from, and the different paths each sale took along the way.
With data to show which external campaigns work and which fall short, it becomes easy to trim the fat on ad campaigns. There’s no guesswork—Attribution data will tell you which channels convert and which don’t. It’s a data-driven decision to cut out low-performing channels.
These metrics allow sellers to make data-driven decisions on what shoppers like to see in ads, what they click on, and why they purchase, including:
Detail page views
Add to Carts
The attribution tag functions the same as Facebook Pixel does, and the setup is fairly straightforward. The Amazon Attribution tag follows a shopper’s entire path, from clicking on an ad, up to when they land on a product listing and make a purchase (or not).
Amazon Attribution provides some truly powerful customer data and creates the opportunity for sellers to gain valuable insights into where their customers shop, and the path to how they get there.
There is another way to utilize Facebook ads to build on your customer data. This is where we introduce Pixel. Facebook Pixel provides significantly more insightful customer data than any other platform, all through a few lines of code.
Let’s get more into Pixel so you can understand how it works, and why you should be using it to gather customer data on Amazon.
Pixel is a snippet of code, embedded into website pages that links user behavior while they’re on a website back to their Facebook profile. Pixel uses this behavioral data to provide its advertisers the ability to track individual actions on their website and create retargeting ads that users see when they’re on Facebook. It’s also worth noting that Pixel won’t be visible on your web page, so don’t worry about any code affecting the appearance of your site.
Businesses see a major uptick in conversions when implementing retargeting strategies in their campaigns. Numbers show that retargeted visitors are 70 times more likely to buy once they’ve seen an ad from a website they recently visited.
Ads perform better, too. Retargeted ads report a 10x improved click-through rate (CTR) than standard Facebook ads.
Let’s say someone is searching the internet for a pair of running shoes and your business comes up in their search. They visit a few pages on your website (where you have Pixel installed) but don’t purchase anything. Maybe they add a pair of shoes to a wishlist or their cart, but they don’t complete the purchase.
Events are the actions visitors take that are monitored and tracked by Pixel. Events can include adding a product to a cart, filling out a form, favoriting an item or adding it to a wishlist, or even just landing on a specific page of a website.
Events trigger Pixel to sync with Facebook cookies, which reside in the shopper’s browser and link their account to a certain target group. With this data, Facebook will then show these shoppers the retargeting ads from your business.
Then, a business can analyze the performance of their ads using valuable insights including conversion rates, user demographics, customer actions, and much more.
Because Pixel has to be installed on every page you want to gather user data, many merchants link to a landing page, where they can offer a discount in exchange for a shopper’s email address.
Recent changes in the iOS 14 update are creating challenges for marketers to collect user data through Facebook. With the update, users have to opt-in to allow their activity to be tracked online. Facebook actions like a Form Submission, Click to Download, Add to Cart, and Purchase Completion have already seen less data reported as more users opt for privacy from cookies.
Facebook Ad Optimization is also taking a hit, as less user activity can be tracked through the Pixel, leaving less data for businesses to better optimize their ads.
Each website domain is only permitted to track eight conversion events with the iOS update. Facebook has recommended aligning Event Tracking with the data your business values the most and relies on to develop and expand on existing and future strategies.
We can chalk this up to one more update that makes tracking and reporting more difficult for businesses and their marketing campaigns. User privacy is important, however, it requires businesses to continue finding creative ways to collect the data they need to grow.
When you use landing pages, you can collect more shopper data, build your customer base, and improve your marketing results dramatically, compared to driving traffic directly to Amazon.
A landing page is a single web page used to capture leads through a marketing campaign. Landing pages are a powerful resource to collect customer data, as they can offer something in exchange, like a product offer or coupon code. In congruence with Facebook Pixel, a landing page is where users land after clicking on your retargeting ad.
When advertising an Amazon product, a landing page acts as a quick extra step in the shopping process, and can give you access to all the data Amazon isn’t giving you.
Landing pages in this scenario can do a few important things for a business.
Collect customer emails to build your contact list
Warm-up shoppers to ensure that they have some purchase intent
Collect behavioral data for future ad campaign optimization
Assist with conversion tracking via Pixel
Because a landing page is standalone, you can easily put your Facebook Pixel code here and track more customer data and behavioral insights, leading to better-informed decisions for your ad campaigns. Data points can tell you which visitors converted—and which users need more time (these are who you should build retargeting ads for).
We know landing pages can be the best tool to use for collecting customer data and tracking purposes in campaigns. But you’re an ecommerce site—do you have the bandwidth, time and skillset to be creating individual landing pages for your Amazon products? Probably not.
Luckily, Massview has a powerful landing page builder that does all the heavy lifting for you. It makes the process of creating a product-focused web page with a simple action (like collecting a lead’s email address) a cakewalk.
Here’s how it’s done:
Within Massview, sellers can create a landing page by selecting the Amazon product listing they want to be advertised. The content featured on your landing page includes product photos, product descriptions, a business logo, social media links, and your website URL.
Landing pages are also supported by our Keyword Boost tool, which helps products rank for a specific search phrase on Amazon.
You can set a coupon code or rebate offering a discount in exchange for the shopper’s email address via Snagshout campaigns. This is one of the most vital pieces of the puzzle because collecting email addresses and creating a customer base is the most effective way to build your business.
Once your landing page is live, you can add the Facebook Pixel code and start running your ads. You’ll gain insight into the performance of your ads on our platform, including page views, the conversion rate, and conversions.
With these kinds of analytics, particularly customer behavioral data, sellers can better utilize tracking, launching focused remarketing campaigns, and building a loyal customer base by collecting emails.
If their conversion rate is high enough, sellers can also create a Lookalike Audience in Facebook Ads. This particular audience is leveraged using existing conversion data and it finds commonalities between those who converted to target similar people with the same qualities, who are statistically more likely to respond to the ad in the same way (read: convert!).
With these advertising capabilities in your hands, assessing your current marketing efforts and creating new, data-driven campaigns will be nothing but beneficial for your bottom line.
Advertising is a tricky business – no two ways about it. Merely targeting the right people is an obstacle all its own, and that’s nothing compared to deciding on which advertising channels are best for your business.
With powerhouse advertising platforms like Facebook in the ring, the challenges businesses face on Amazon’s ad platform (like targeting, remarketing, and collecting emails and other customer data) are possible with a bit of legwork and marketing prowess.
It’s no magic bullet that’ll draw in thousands of customers for cheap. Yet, it can be a brilliant marketing tactic, helping you draw in new, more precisely targeted traffic, allowing for A/B testing, and giving you a competitive edge above your competitors. It’s purely a matter of using it correctly. Rely on it for increased brand awareness and significantly stronger customer data collection, and it’ll pay off in spades somewhere down the line.
Hopefully, this post gave you some insight into how collecting customer data is possible online, and how it can build your business through data-driven advertising campaigns.