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Boosting Traffic To Your Amazon Products! – Podcast With Victor Dwyer

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Victor had quite a lot to share about boosting traffic to Amazon. The main lessons to be learned from his experiences include using external sources for traffic and avoiding fake product reviews at all costs.

Victor and The Amazon Mess

His journey into the “Amazon mess,” as he calls it, started when he was just 17 years old. At this age, he learned how to drive traffic to Amazon and went to learn about the Amazon platform. Later, at the age of 20, he started his own business and then sold it to Priawna a year after.

He had initially started working as a website developer and then pursued marketing because of his interest in how the human brain worked. Victor interned at an Amazon consulting company, where he was tasked with driving Facebook traffic to Amazon. Due to his success, clients urged him to learn the Amazon platform.

In this episode, Izabella and Victor share great insights about driving traffic to Amazon using external sources. In addition, Victor also shares his top three tips for launching a campaign on Amazon.

Advertising Costs On Amazon Are Only Going To Increase

Talking about his experiences from the previous Q4, Victor mentioned you will see the cost per click (CPC) get expensive. He emphasized that if your average CPC is around $1.50, the cost can go up to around $2.50 or $3 during the fourth quarter.

Victor cited this as the core challenge you might face when optimizing Amazon business campaigns. He mentioned that external traffic from Facebook or Google Ads is a better option for you because it’s almost half the price. He further mentioned that you can advertise on Amazon to get sales, but external traffic is by far the best way to increase rankings.

In his own words, “let’s say if you get ten orders on Amazon, you’re going to see a slight increase in ranking. But if you get ten orders on Google, you’ll see the equivalent of 30 sales of what it would have on Amazon.”

Divide Your Ad Spend Between Amazon and External Sources

Victor mentioned that as an Amazon business owner you must put 60% of your ad budget into Amazon Ads. The remaining 40% can be split as follows:

  • 20% for Google Ads.
  • 10% for a niche-based social media platform.
  • 10% for Facebook and Instagram.

He mentioned that niche-based platforms should be used to drive traffic to your products, and their performance can be measured using Amazon Attribution.

The Software You Use Depends On Your Goals

Victor said that PixelFy is a great tool you can use to increase rankings because it uses a Google Emulator URL. He clarified that if your traffic came from Facebook, PixelFy would make it look like it was coming from Google.

He mentioned that this technique is somewhat of a black-hat approach, and he doesn’t recommend it. As for PixelMe, he clarified you can use it to track customers and retarget them to increase sales.

Do Not Fake Reviews On Amazon

Victor commented on the black-hat nature of various techniques people use to grow their Amazon business. He urged that you should not publish fake product reviews because Amazon’s policies on review manipulation are very strict.

He further clarified that the United States (US) government can sue Amazon for fake reviews and said, “I have had clients pinged for review manipulation.”

Amazon Goes Easy On Ranking Methods

Victor also mentioned you can use ranking methods such as Search, Find, Buy because Amazon is not stringent on rankings. He clarified that this is a process where you can get people to search, find, and buy your product to increase your rankings.

Providing insights from her experience, Izabella stated that the Search, Find, Buy method doesn’t really work. She mentioned meeting a guy who spent around $40,000 on the process and didn’t get any rankings until he used PPC advertising.

Amazon Has A Very Limited Audience Building Algorithm

Given his experience with Facebook and Google Ads, Victor wasn’t very fond of Amazon’s audience-building algorithm. He mentioned that you should use A/B testing to determine which audience works best.

He further added that you should place products in campaigns but should have different audiences for each to measure performance accurately.

Sellers Should Take A Facebook Ad Approach For Targeting

Victor mentioned that the audience breakdown on Amazon is quite limited, and you should generally stick with one or two types of audience categories. He emphasized that targeting with Facebook Ads is much better. He stated that you should target dog owners if you sold a dog toy on Amazon.

Avoid Making The Audience To Broad

Victor emphasized that targeting other, somewhat relevant, categories would make the audience too broad. He mentioned that 90% of sellers do sponsored product keyword targeting, however, not many people do sponsored product targeting ads. He clarified that if you use the former approach, you end up paying around $5 CPC.

Using the latter approach would mean you could still rank for the same keyword at half the cost. Lastly, he mentioned that the sponsored product targeting approach is much harder to set up and requires targeting the right competitors and a lot of A/B testing.

Victor’s Tips For Launching Amazon Business Campaigns

Victor provided three valuable tips about launching Amazon business campaigns.

1.   Use External Traffic

He stated that you should utilize external traffic from social media platforms like Facebook and Instagram and use Google Ads. He further mentioned that Google Ads are critical for fast growth, whereas social media platforms will take more time because they require brand play.

2.   Break It Down By Formats

He also emphasized the importance of optimizing formats. Learning from this, you should test out sponsor display, sponsor brand video, and all the other formats available. He mentioned that you must determine which formats work for which product categories.

3.   Give Prime Day Discounts

Lastly, he mentioned that you should also give prime exclusive discounts on Prime Day and are lighting the deals. Izabella also added that Amazon would not give you a Prime Day icon unless you decrease their prices by at least 15% to 20%. Victor further mentioned that discounts on Prime Day generally perform better than Cyber Mondays or Black Fridays.

Need Advice On Amazon Business Campaigns

Victor is an expert at boosting traffic to Amazon, and his strategies solely on ethical means. Readers who still need more advice on launching Amazon business campaigns can reach out to Victor on his LinkedIn or TikTok.

Make sure you use external traffic, and remember, no fake reviews!

It’s your turn to make it happen. Happy Amazoning!