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External traffic on Amazon
7 Ways to drive external traffic to your AMAZON LANDING PAGE
We show you 7 ways to drive external traffic to your Amazon landing page. Why you need a landing page, which paid, but also free methods there are to generate traffic, we show you in this Amazon tutorial.
External Traffic on Amazon - How it works
In this video we want to show you 7 methods how to drive external traffic to your Amazon landing page. Several question marks will pop up for some of you.
What is external traffic? Why a landing page? And what are these 7 methods? We will answer these questions in the course of the video. That’s why it’s worth watching to the end.
But now to the external traffic. What is now first of all that?
Internal vs. external traffic
To do this, you first have to define the internal, which in our case would be Amazon as a whole, so to speak. That means through the infrastructure on Amazon, if we did everything right, we would get internal traffic. Any other platforms, methods or otherwise that provide traffic outside of Amazon would be external traffic sources. By the way, traffic means that potential buyers are directed to your product page.
That would already have cleared that up. But what is this landing page all about?
What is a landing page?
A landing page is a website to which a potential customer is directed via a search engine or an (advertising) ad. The website is used to encourage the user to perform a targeted action (conversion), which the website operator defines in advance. Goals may include: selling products, generating leads, distributing content, or redirecting visitors to another site. The bottom line is almost everything is coming our way, but more on that later. For now, this means that we need an intermediate page that presents our product.
External traffic on Amazon - This is how a landing page should be structured
The whole thing can look like this. It should be directly visually recognizable what is sold. Then, in the best case, should be advertised with a discount, which creates curiosity and incentive to buy. Then either rating badges or Amazon star ratings should be implemented. This creates trust. In the further course, call-to-action buttons should be integrated more often, i.e. notices that prompt the page visitor to take a certain action, such as displaying the discount coupon in this case. We have matching product images further down the line. It becomes clear not only what the product is, but for whom it is suitable and what it can do. Then, of course, you can include concrete reviews , that is, individual reviews in text form, to redirect to the Amazon product page at the end. But now the question is, for whom is this suitable and what is the benefit?
Why not just use the product detail page
So first for whom?
Especially for product launches. Why it is important to collect new reviews, you will learn in our Amazon FBA guide. Definitely it is, but on the other hand, it is just that much more difficult to get them at the beginning. One solution could be Amazon PPC, for which we have already produced a complete guide for you. Another method would be external traffic. But why then the detour via the landing page and not simply use the product detail page? Imagine someone sitting in the waiting room, scrolling through their phone and clicking on the Facebook ad. Then it is called and clicks away. Or someone finds the ad interesting, but not the product and clicks right away away away. In both cases, this would be bad for your ranking and your overall Amazon performance. To get around this, you use a landing page. This means that the landing page is the intermediate piece between the external traffic source and the product detail page on Amazon.
What is a CMS and what do you need it for?
But how can this landing page be created now?
In principle, you can use any CMS, i.e. Content Management System. By the way, we also made an episode about this, comparing several with each other. Probably the best known CMS is WordPress. Here the steps would be simply to use a hosting provider such as. Searching All-Inkl, booking a domain + hosting, downloading WordPress on WordPress.org for free and then putting it on your server. The installation then consists only of “Next”, “Next”, “Next” click and of course the assignment of an admin email and a password. With this you have to log in and you should find the following layout.
What we can only recommend at this point is to use the also free page builder “Elementor”. This offers you some templates out of the box, in which you then only have to change the images and the text, without having any programming knowledge. If you don’t like these templates, you can also use Envato Elements. Here you have a huge selection of Elementor compatible WordPress templates.
External traffic on Amazon - These methods exist
So much for the reasons for a landing page, where to get it and how it should look like.
So now let’s move on to our core topic, external traffic. The most obvious thing for most people will most likely be paid advertising. This makes the most sense on user-strong platforms, as well as search engines, since you want to reach as many people as possible. But quantity shouldn’t always be the primary goal, but we’ll get to that in a moment. In any case, this means Google AdWords and Facebook advertising.
Google Ads ads are, for example. these highlighted results, which are usually displayed very high up on the first page.
This means that you buy more visibility through these Google ads.
How do Google Ads work?
In order not to give you a 30 minute AdWord tutorial, the principle is briefly outlined. You want to be played for a specific keyword, for example. Cell phone case. Then you need an AdWords account in the first place, here you can then define for which keyword you would like to be played and which campaign type you want to choose. What we just looked at is the “Search” campaign type, so this will be played out in the SERPs as a search ad. Another format would be shopping ads, banner ads on other websites or video ads. The bid type for Google Ads is “CPC”, i.e. Cost per Click or “CPV”, i.e. Cost per View for video ads. This means you only pay something when someone clicks on it.
How do Facebook Ads work?
The situation is different, for example. This is because ads for Instagram can also be placed within the Facebook ad manager. Facebook has both the CPC and CPM bidding models, which is the cost per 1000 impressions. The advantage we have with Facebook is the use of the Facebook Pixel, which again speaks for the use of a landing page. But let’s break it down for a moment. What is the Facebook Pixel?
By the way, a detail video already exists on our channel. Roughly speaking, this is a Java script that is implemented on your website. This collects data about your site visitors, which in turn can be used for Facebook and Instagram ads. This means that you can target interested parties or those who have already made a purchase much more precisely and address them with a specific advertisement. However, you now realize that using the pixel wouldn’t even be possible if you only used your product detail page to advertise. Because of course you can’t implement it there.
External traffic on Amazon - Facebook vs. Google
As a tendency, we can say that both are ideal advertising methods. On average, advertising costs more per result on Google because the competition is simply greater.
For this, people specifically search for something, because it is a search engine. On Facebook, people come across it in their feed by accident. This means that Google advertising tends to attract people who are more willing to buy. What both platforms also have in any case is video advertising, which brings us to our third competitor – TikTok.
You can also place ads on TikTok, which is a rapidly growing social media platform that is also becoming increasingly interesting for advertisers. However, it must be said that TikTok advertising is not intended for every product. It should already appeal more to the younger generation, even if the age limit is gradually shifting upwards.
These are the free alternatives
But what free alternatives are there now?
Even though Instagram and TikTok have now beaten Facebook to the punch, Facebook has one thing going for it that doesn’t exist anywhere else – Pinterest groups.
Like for example. our JTL Software User Community, which serves to exchange information about JTL. This means that you are not alone with your mistakes and problems, but can ask more than 4000 other dealers for advice and thus have a much better chance of solving your problem.
Be careful here, however, that you act in accordance with the group rules. Because clumsy advertising is usually not seen with pleasure. Look at e.g. In the Amazon Deal groups around and advertise discounts or ask for testers, who then leave a review if you like.
Generate external external traffic on Amazon through deal sites
But there are not only deal groups on Facebook, there are also entire websites that specialize in this. The best known is probably myDealz. But alsohttps://schnaeppchenfuchs.com https://www.dealdoktor.de and https://www.dealbunny.de offers an additional opportunity for you to drive traffic to the site. The whole thing is virtually a collection of offers similar to price search engines. That is, you can put your offer purely, there they can then also be rated, which, among other things, the ranking is composed. If you then click on “Go to deal” you will be redirected to the actual website. You can find out more about MyDealz in our detailed video.
External Traffic on Amazon - The Content Marketing
Before we get to our insider tip, an external traffic source that most people don’t have on their radar because it unfortunately demands time, commitment and stamina.
We are talking about content marketing. That’s exactly what we’re doing right here at this moment is content marketing. In other words, generating attention through added value in the form of blogs or videos, ranking for this in the search results and then using this to offer a product or service. Ex. you could start a blog on “What to look for in home repairs in winter”. Within your blog, you then prove and link your Amazon landing page with the winter gloves for craftsmen, with which you can loosen nuts filigree even in the cold.
Our insider tip
But what is now another free tip, for which, however, we do not give a rifle, because it is not fully compliant with guidelines. Therefore, use this at your own risk. The idea is to place an ad on eBay Classifieds as if you were selling a product. Specify the discounted price. Instead of the conot connection, you will send the discount code or the link to your landing page, which already contains the discount code, via a message. External links are just not too welcome on eBay Classifieds. Nevertheless, this practice is very often practiced. It would definitely be another approach to generate visibility and especially at the beginning to generate sales and especially reviews.
Amazon SEO and PPC Optimization with eBakery
I hope we could give you an idea of what external sources can be, what a landing page is for and how you can create it. So nothing can stand in the way of your Amazon product launch. Of course, you maximize your success through proper Amazon SEO and PPC. If you would like advice on this or would like to leave it to the experts, please feel free to make an appointment. By the way, we can also help you create an Amazon action plan.
Do you have questions or need an individual offer? Do not hesitate to contact us.
Haben Sie Fragen oder brauchen ein individuelles Angebot? Zögern Sie nicht, uns zu kontaktieren.
