Did you know that driving external traffic to Amazon listings can make a huge difference to your sales? It helps you reach customers who might never have found your product on Amazon alone.
Amazon PPC ads are still valuable for boosting visibility and generating sales within the platform. But there’s also a huge audience outside Amazon, people on social media, search engines, or blogs, who may be interested in what you’re selling.
In this blog post, our Amazon agency will break down the key takeaways from a podcast episode. You’ll learn why external traffic matters, where to find it, and how to track it effectively using Amazon Attribution.
Why External Traffic is Essential for Amazon Sellers
Relying only on Amazon’s internal traffic is no longer enough. As the platform matures and becomes more competitive, sellers need new ways to reach customers and stand out.
Here’s why external traffic is a must for Amazon sellers:
- The cost of running PPC campaigns on Amazon has increased significantly, making it harder to maintain a healthy profit margin.
- External traffic allows you to tap into audiences on platforms like Facebook, Google, and Instagram, people who may not be actively shopping on Amazon.
- With the right targeting, external sources can sometimes offer lower-cost clicks than Amazon ads.
- Sending traffic from external sources helps raise awareness of your brand, especially when customers encounter your product multiple times across different channels.
- External platforms give you more control over how and where your ads appear, allowing for more creative and personalized campaigns.
Where to Find External Traffic
There’s no shortage of platforms where you can find potential customers outside of Amazon. The key is to start with the most accessible channels and gradually test others that align with your product and audience.
- Facebook: A great starting point for most sellers because of its wide user base and targeting options.
- Google Ads: Helps you capture search-based traffic by targeting specific keywords related to your product.
- Instagram: Ideal for visually appealing products and younger demographics who are active on mobile.
- Pinterest: Works well for lifestyle, home decor, fashion, and DIY-related products.
- YouTube: Video content can drive strong engagement and product awareness through ads.
- Reddit: Useful for niche communities and products that benefit from word-of-mouth and discussion.
- Influencer Reviews: Third-party content can introduce your product to new audiences in a more natural and trusted way.
- Organic Social Media Posts: Not all external traffic has to be paid; posting regularly on your own social media channels can still attract clicks.
Strategies to Improve External Traffic
Driving traffic from outside Amazon isn’t just about placing ads; it’s about testing, optimizing, and guiding shoppers to the right destination. Below are strategies that can help you improve your external traffic performance:
- Start with One Platform
Begin with Facebook or another platform where your audience spends time, instead of trying everything at once. - Use Amazon Attribution Links
These special tracking links let you measure how your external campaigns perform on Amazon. - Create Clear, Compelling Ads
Your creative should match your product and target audience, with a strong call to action that leads shoppers to your Amazon listing. - Test Different Sources and Creatives
Run experiments with multiple ad versions, copy, and platforms to find what works best for your product. - Try the Search Find Buy (SFB) Strategy
Guide customers to search for a specific keyword on Amazon, find your product, and purchase it. This can help boost your organic rankings. - Use Multiple Traffic Types
Combine paid ads, email campaigns, blog mentions, and organic social media to create a more diversified traffic funnel. - Optimize Your Product Listing for Conversions
Once users land on your listing, make sure your title, bullets, images, and A+ content are polished and persuasive.
Amazon Attribution: Track External Traffic on Amazon
Amazon Attribution is a tool that allows sellers to track the performance of their external traffic sources. It helps measure which off-Amazon platforms, like Facebook, Google, and Instagram, are actually driving clicks and sales.
Once set up, sellers can generate unique tracking links for each campaign or product. These links provide insights into customer behavior, such as clicks and conversions, after users land on your Amazon listing.
While some sellers are skeptical about its tracking accuracy, it still offers valuable data to guide decision-making. The tool is expected to improve over time, making it a worthwhile option for monitoring external efforts.
Unlocking Growth: Use External Traffic to Boost Your Sales
Incorporating external traffic into your Amazon strategy is no longer optional; it’s essential for growth. By tapping into new audiences, optimizing your campaigns, and tracking performance with Amazon Attribution, you can significantly boost your sales.
While the process of testing and optimizing takes time, the rewards can be substantial. Start experimenting with external traffic sources today to stay competitive and drive more customers to your Amazon listings.
Struggling to drive more traffic to your Amazon listings? Let our full-service Amazon agency help you boost your sales with effective external traffic strategies.
