Driving outside traffic to private labeled Amazon products

7 years ago

Originally Posted by mattburgessbc

Is there anybody here selling on Amazon who is having success driving traffic from outside sources to buy their product on Amazon (Either paid or non paid)?

I have been selling one private labeled product with 2 SKU's, since last summer. I have spent the last 8 months or so getting my listing just right, working on my PPC campaign etc. Lately I have been doing between 3-6 sales a day strictly from Amazon traffic (make about 10 bucks profit per sale). The top sellers in my Niche sell between 30-50 units a day, and I feel like I can do better than what I am doing.

I was wondering if anybody here wanted to critique my next strategy which is this:

First I am Re-doing my website which is basically like an affiliate site which links back to my Amazon store. I am going to have some blog posts written on some researched topics within my Niche so I can try to rank for come keywords in Google by promoting my articles and getting some backlinks etc.

Second I will try to run some some 10% off facebook ads, however I'm not sure If I can profitably make money with this strategy since I only have 1 product with around a 35% profit margin. I like the idea of running facebook ads with a funnel and giving away a product for super cheap in exchange for an email and then upselling the customer with a high priced back-end product to pay for the campaign but I don't think that would work in my situation since I'm missing the up-sell piece of the pie.

Thoughts?

Excuse my forthrightness:

You're playing at it. You're not serious. All of which is fine if your aim is to have a little hobby and have some fun.

However, if it's a real business you wish to build then advertise. Do it aggressively and consistently. Forget your site (for now) and forget 10% discounts (for now). The bigger sales come when you are ranking strongly, so get there fast.

Advertise on amazon sponsored ads and facebook ads. On facebook give much deeper discounts and promotion codes. If you do this correctly you will climb the rankings and start to get decent organic sales. These will pay off your advertising costs and get you into profit.

You have to spend to get there.

Make sure your listing is completely optimised, otherwise you will throw money away with a poor conversion rate. This is akin to trying to fill the bath with the plug out. Don't do it.

I hope this helps. My own business, including selling on amazon, is now a very substantial and still growing one. Think different and move strongly and you'll have a much better chance of getting there.

Good luck with your ventures.

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mattburgessbc

7 years ago

Thanks ZanyZebra for the comments. I am advertising with Amazon PPC at the moment and I have had multiple sellers look at my listing and tell me that it looks good. I guess I need to jump into the world of Facebook ads.

What strategy do you find works best with your facebook ads? Are you driving them straight to your listing on Amazon? Collecting their email in exchange for a big discount code and then driving them to the listing?

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ZanyZebra

7 years ago

Originally Posted by mattburgessbc

Thanks ZanyZebra for the comments. I am advertising with Amazon PPC at the moment and I have had multiple sellers look at my listing and tell me that it looks good. I guess I need to jump into the world of Facebook ads.

What strategy do you find works best with your facebook ads? Are you driving them straight to your listing on Amazon? Collecting their email in exchange for a big discount code and then driving them to the listing?

Don't listen to those who tell you that your amazon listing is good.

I don't listen to anybody (including myself). Instead I look at the data, as the data isn't personal opinion, it's fact. Carefully study your conversion rate numbers on your listing, that will tell you the truth. Over time, it will also tell you whether you are improving or not.

As for facebook ads, I use both. Depending on the campaign i'm running I will either drive the traffic to capture emails for the medium to long term (in return for a discount coupon) or straight to one of my amazon listings, for short term results (nb amazon loves that you drive external traffic to it and will reward you, if you do it correctly).

The determining factor for which I choose is where I am in my business cycle. Am a slipping down the rankings and therefore losing sales (thus send from facebook straight to listing) or am I holding up and therefore can afford to send to a capture page instead.

Good luck with your ventures.

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mattburgessbc 7 years ago

My conversion rate was sitting at around 11% last year in the fall but has slipped down to 7% which I attribute to more sellers coming in as well as losing a lot of my reviews when Amazon changed its terms of service regarding giving away products in exchange for a review. Anyways that is awesome advice, thank you very much.
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Importexport

7 years ago

@mattburgessbc, if your margin is only 35% you can bring in a lot more profit per sale by buying at better prices. This will more than pay advertising costs, and help expand your business. You need to buy direct from genuine manufacturers, not from wholesalers or resellers.

I have taught people how to safely source from China and other countries and import with margins at landed cost X 300% to 500% (as posted by them on WF).

Private labeling alone is not a sure fire way to sell the same product as everyone else is selling. You need to use creative marketing and creative labeling.

Walter Hay
Provenchinasourcing

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mattburgessbc

7 years ago

Thanks ImportExport. My landed cost is around $7.50 shipped by sea, I sell for $25, but after FBA fees and PPC costs and all the other fees that Amazon charges my margin sits around 35%. Im not sure I can get my product for cheaper I shopped around a LOT when first starting out. I will be visiting the Canton Fair in October and my goal will be to find a better quality cheaper product than what I am selling now. Also for some more products to add to my brand and future brands.

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Importexport

7 years ago

Originally Posted by mattburgessbc

Thanks ImportExport. My landed cost is around $7.50 shipped by sea, I sell for $25, but after FBA fees and PPC costs and all the other fees that Amazon charges my margin sits around 35%. Im not sure I can get my product for cheaper I shopped around a LOT when first starting out. I will be visiting the Canton Fair in October and my goal will be to find a better quality cheaper product than what I am selling now. Also for some more products to add to my brand and future brands.

Mattie 77 posted on WF "I wont give away my niche but for what I pay $4 I sell on Ebay for $27.50."

You can't be sure of getting the best prices unless you are certain that the suppliers who are quoting you are genuine manufacturers. Most of those listed as manufacturers on B2B sites such as Alibaba are in fact traders who buy from the actual manufacturers.

I have taught hundreds how to safely source overseas including buying small quantities direct from genuine manufacturers.

When visiting Canton Fair, be aware that a great many of the exhibitors, just like on Alibaba etc., will say they are manufacturers but they aren't.

Walter Hay
Provenchinasourcing

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mattburgessbc 7 years ago

Very True DWaters, however the Amazon PPC ads convert a lot better if you have 1) A good listing 2) Lots of reviews 3) A good price. If you have those things then PPC can drive a ton of traffic but its expensive as hell especially in my category of sports and fitness. Im bidding anywhere between .90-1.25 per keyword and that only puts me on the sidebar, I'm not even at the top of the page. For me the key is to get more reviews, I only have 27 reviews and a lot of the guys on page 1 have over 100 and the top seller has close to 1500. I am going to use ZanyZebras strategy next which is to drive a ton of sales either in Amazon with a lower price or paid ads and a deep discounted coupon therefore moving me up in the rankings to capture more organic sales which will equal more reviews
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mattburgessbc 7 years ago

Thanks for the Advice Walter, I appreciate it. I know I don't have the best margins with this product but I can always switch suppliers if I find a better one. I will look out for the real manufacturers at the Canton Fair, thanks
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DWaters

7 years ago

As Zany points out it is important to keep working on improving your Amazon sponsored ads.
While some Facebook traffic may help you should remember that there is already a huge volume of buyer traffic at Amazon and you want them to find your listing. IMO this is much more important then driving outside traffic... the inside Amazon traffic is very close by!

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dropshipisland

7 years ago

I would recommend trying out google shopping. Get the free advertising coupon if you haven't used it already and see if you can make any sales with it.

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mattburgessbc 7 years ago

Google shopping, never heard of it, I'll check it out, thanks
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Fred Kimberly

7 years ago

How about you drive inside traffic to your listing instead?

You may drive outside traffic to your listing using facebook ads, website and email campaigns. And, if you have decided to hunt outside the Amazon then I have a suggestion for you to create super url of your listing (here's how Super URLs can help) and share across the social media, sites and use in PPC campaigns. This will increase your sale rank every time a customer buy through that link. And, that will ultimately lead to better ranking for the target keyword and more sales.

Regarding the inside traffic, its much more likely to convert than the targeted outside traffic. Since a user that is already on Amazon normally comes with the intention of buying and all you need to do is land them on your listing. So, optimize it well for major keywords, keep track of your competitor's pricing and constantly reprice your listing, run seasonal promotions through available promotional tools in Seller Central such as PPC, coupons and lightning deals.

And last but not least, always track your and competitor's products and keywords with Amazon tracking software to continuously adjust your strategy.

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mattburgessbc 7 years ago

Thanks Fred, yes inside traffic is always better I realize that, but here are my thoughts. In order to get a lot more sales I need to rank higher for my main keywords hence the super URL that you are talking about. I can either A) keep optimizing my listing which makes tiny differences (I've been making changes for months) or B) lower my price substantially to boost my sales and ranking or C) Drive outside traffic either paid or non paid through social media using big discount codes in exchange for an email

I dont really want to have to lower my price a lot in Amazon because then I'm playing the race to the bottom game. I like the idea of giving out big discount codes possibly 40-50% where I'm still breaking even but its attractive to the customer and I get an Email to build my list
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Driving outside traffic to private labeled Amazon products

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