External Traffic is King on Amazon #5

spk_0:   0:06
Welcome to the My Amazon guy Podcast. This is your host, Stephen Pope. Today I'm gonna be talking about external traffic and Amazon as well as how you should be tracking it to make sure it's the most effective traffic. So with ah, Amazon, they come out with new beta programs all the time. And sometimes they're not exactly easy to understand someone to try and break it down today. And there's there's a bunch of links I'm gonna put in the podcast you're gonna need to check out. This is gonna be a little bit more on the technical side. Ah, for for a podcast, but basically Amazon. Back in June of 2019 they took away a bunch of nifty AP I tools. You couldn't track external traffic using some partner tools like Zahn tracker through platforms like Facebook, which they basically were nifty ways to download and export a bunch of of data out of Amazon and retarget those users through the Facebook platform. So in October at the very end of October, they rolled out Amazon attribution and that's basically a way for you to now preemptively test to see if your traffic that you're sending to Amazon from wherever it might be. And I'm gonna actually read out a list of publishers in a little bit. Everything from Facebook to Pinterest to instagram, etcetera. Ah, you can now prove whether sales air coming from it. Now there's a huge debate in the Amazon community whether that tracking actually works. I do know that the website cliques are tracking correctly. I'm pretty confident in that I'm not confidence tracking sales correctly. Very difficult to ascertain that at this time I've actually talkto member of the attribution team at Amazon. It provided some of that feed that so So there's four basic steps. If you haven't done Amazon attribution yet, there's four basic steps. First, you need to register for Amazon attribution Second, you need to accept the invite by email. Third, you create your user law again and forth. You create the tracking I d for the product that you're advertising for. So it's pretty basic, Um, again, the link I'm gonna put in my my podcast is gonna demonstrate all of that information. Step by step. Tutorial is pictures, et cetera. Um, and how to actually set one of these up? And it's a way to help maximize your r a y your return on investment. Grow your product sales. And this is the first time that Amazons really engaged in external traffic because a lot of people are are telling Amazon. Why would I pay for people to go to Amazon if I can't prove it works? It's a huge topic of conversation right now, and the reason why this is occurring is because Amazons entering its maturity phase. I can cover that my second podcast, and that what that means is that you're gonna have to go outside of Amazon to booster Amazon sales for the first time, and you're gonna have to do that. Otherwise you're not gonna be able to compete anymore because PPC cross on Amazon have skyrocketed. Um, at my Amazon guy, our agency, it's a number one service that we offer our clients is to manage ads, and that's because it's getting expensive. And if you don't have an expert monitoring those bit adjustments, gonna be losing money extra all traffic is now getting to the point where it's cheap enough, as compared to Amazon PPC and with tools to track it. It now becomes something that might actually be worthwhile now. We don't have a lot of faith in the current attribution program, but we are testing it, and it has been out for a few months now, so I'm hoping it's getting better and better, but we haven't had a lot of success with it yet. All right, so I mentioned I was going to read some publishers and I'm gonna read this. Let's go take back 60 seconds to read this publisher list because I want to show you how many different areas of external traffic are available. All right, so here, Here's the publisher. Add roll ad TV AKI Technologies am net Am no be answers dot com es well display at Nexus A V s form being bungle Buzzfeed Cafe Media Captive I Catalina Solution, CBS Interactive Channel. For video, choose A LL Clue P C. Net Collective, Comcast Condo Coupons Inc. Cox Enterprises Dax Data X, You Discovery eBay, Facebook, Fox News, Fox Sports Garnet Site School AdWords HealthGrades Hart Corporation Who low instagram linked in little things Media Math MEREDITH Mobster mode Media National Cinna CineMedia NETFLIX NET New York Times Digital news America DISPLAY NFL with obesity helped Pandora papal PC mag pinchers perch Quot ish quotient. Scuse me. Radium one Revenue River Reviewed. Scripts Network interactive. She knows media s racks display stir Ste. I haven't heard of a few of these listed here. Tamp. Oh, uh, target Taster, mate EADS Time trade desk Tremor Trip Advisor Turner Digital Twitch Twitter undertone on Ruli Vivo Video of ideology Video box Media WalMart Washington Post Weather Company Web MD Wickham Media Sze Axis Yahoo Yelped Yumi deserve video and Zillow Group Now, that might have been a little boring to listen to, I realize, but the reason I did that is to just show you how many places you can go by traffic right now. You don't just need to settle for Facebook and Google traffic. You've got, ah, laundry list of external traffic opportunities to go check out. So if you haven't tested external traffic, what platform would I choose? First, I probably would chest Facebook first for most products. Um, I would then probably look at Google potentially. Although we've seen Google really struggle, a zit compares to Amazon and and ah, Facebook platforms at this stage. They were first to market, though, and they've got the most demographic targeting many on that list I haven't even heard of Ah, but it's definitely possible to utilize thes. And if if you have a click through your own ah, that can prove whether that media works. You know, Go, go throw on a couple $100 on some of these and see what happens if if you are selling something that isn't, you know isn't advertised that frequently on one of those platforms. You might have a niche, you know, if I'm selling something that realtors by and I and II go advertised on a Realtor platform, or or maybe I'm selling Ah, you know something that you might take on a cruise or a vacation go advertised on Trip Advisor Pushing to Amazon You never know what's gonna work. And for every 10 things you test is a marketer. Five are gonna work at best, so it's it's really normal to have a 50% flop rate. But once you find that one or two out of that 10 that are really exceptional, it pays for all tens tests. So you really have to think about it from that standpoint that you have to show up and pay the piper and test that out. Because if you don't Ah, you're not gonna believe Grow your company through various new means, especially as things get more sophisticated. So not only can you test text as you contest display ads, blog's e mails, there's there's no limit to where he can plug and play these links. You could even put him on organic posts. So if you got organic post you're sending to Amazon, that would be another opportunity. And while people are buying traffic off of Amazon primarily, ah, lot of the reasons they're doing is to increase their Ah, there s E o rankings there. Keyword rankings. There's a probably the best way to do that right now is through a program called Search Find by. And that's where you basically tell the consumer Hey, I want you to go search for ex keyword in Amazon and go find my product. And sometimes that means they're gonna they're gonna go to page two or three. But if they do that, it teaches the algorithm that you're gonna convert on that key word, they're gonna raise your rankings so you could mix and match your tracking in your techniques you don't have to do just to step. You're Wells. You know, I have to just link him directly to the ah, the detail page. You can combine some of these strategies, um, and track it and see what works and what doesn't traffic and conversion. Everything boils down to those two things. And and for the most part, I think most people are getting conversion. Correct. These days they're showing up with their optimized title bullets and photos and a plus constant. I think everybody's drilled that point home. And so what's next? Inevitably, traffic got to go get more traffic to my listings. Got to get more eyeballs because as people are looking for the product of their their dreams or their choice, they don't know about you unless you serve an ad or serve opposed or some earned media in front of them. And so, um, you can't just check it in right now with sponsored products, you got to do more than just Amazon ads. Now, if you've got a business to story rotting and you're doing well, um, you absolutely can maintain sales traction with Amazon ads. In fact, about 10% of my clients actually had record weeks. Two of the last three weeks. Um, we saw a pretty big spike in buyer behavior. I don't know if it was Corona virus. I don't know if it was strong buyer economy, but, man, we saw a lot of growth, which is good. I'm hoping we maintain that last week's numbers were looking pretty good for most clients. We're seeing some pretty strong ah, Amazon buyer behavior right now, So it's a good time to go invest in some traffic. External traffic is absolutely the future of Amazon. And if you don't get on that ride, they don't go spend time and test it. You're gonna get left behind S O. So that's my That's my beats on external traffic. I appreciate you guys listen a little shorter podcast today, if you can, you know, tell two or three other people about our podcast, we'd greatly appreciate it. We absolutely could use the exposure as we try and get more and more people to know about us. Thanks so much for listening