External Traffic, Advertising on Facebook and a Sales Funnel (Interview with Yev Marusenko)
Our guest on the 19th of August, 2019, on the sellerboard show was Yev Marusenko. For more than 10 years, Yev has been engaged in scientific activities, research, and data analysis. He is the founder of software called zontracker.io, and helps Amazon sellers succeed through Facebook ads.
Yev told how advertising on Facebook should look like, how it can be optimized so you can get more clicks, engagements and conversions. We talked about how to build a sales funnel, how to segment your audience, and how to separate users who just click on ads from those who are most likely to buy your product.
Speaker 1: Hello everybody and welcome to the sellerboard show my name is Vladi Gordon I’m your host today and my guest is Yev Marusenko from zontracker io we’re going to talk about Facebook and this time we went really really deep into Facebook advertising as a source of external traffic for your Amzon business so we talk about optimizing costs on Facebook and optimize your well basically your ads to get more clicks more engagement more conversion and then we discussed the funnel and how to build this final notice what steps you can you know put into this funnel and how to segment your audience and how to send basically only to those people will actually buy who are more likely to buy on your Amazon listing which would increase your conversion. So make sure you stay tuned we’re going to be really detailed and there’s a lot and there’s a lot of value in this episode and before we start I’d like to mention sellerboard. sellerboard is our profit analytics tool for Amazon sellers we’re on a mission to build the world’s most accurate and most user-friendly profit analytics or in general financial analytics tool for Amazon sellers so make sure to check out our free trial, it’s thirty days free trial and after that, it’s only nineteen dollars a month. And we have a new feature released recently it’s a PPC dashboard which will actually tell you how much money you earn on the level of level of every PPC campaign and group and actually every single keyword so you’re gonna know we’re gonna see rather straightaway whether a keyword is profitable or not and also have a feature which will recommend a new bid for you depending on the profitability of the keyword so make sure you check sellerboard, there’s a free trial link in the description and now let’s start the show.
Speaker 1: Hello everybody and welcome to the next episode of the sellerboard show my name is Vladi and my today’s guests is Yev Marusenko.
Speaker 0: Hi, glad to be here.
Speaker 1: Hi thanks for coming so yeah you’re in Seattle right?
Speaker 0: Yeah Seattle Washington next to Amazon headquarters.
Speaker 1: That’s a definitely a very nice location to be.
Speaker 0: Yeah I use regularly just see people rather than copy shops on end or anywhere in the area and and people like I work at Amazon or economic zone so you definitely get that a lot here.
Speaker 1: Have you ever seen Jeff Bezos?
Speaker 0: In the city now I haven’t. Seattle is still pretty big though.
Speaker 1: All right so yeah why don’t you tell us about yourself.
Speaker 0: I’m originally I’m from Ukraine I moved to U. S. when I was eight years old so I think we have a little Russian speaking good connection there but I’m pretty much I wasn’t in academia for a really long time and I was doing a lot of research data analysis so that’s where you have like my background is and I was doing it for way too long more than ten years kind of being a science researcher well and then I switched into marketing it was more like mad like do I want to continue doing science and research it was interesting but it wasn’t as fulfilling as I thought it would be and then getting into marketing was really interesting because I realized you could have a really big impact on marketing get away listen to something and then not so people find out about it take action to change behaviors I’m so it’s been around for years doing marketing but I’m just like really fast growth. Okay kind of coming from a data driven marketing perspective on that like Amazon came like a little bit later into the fall but it’s really trying to think about data and algorithms and how does that work and that applies to Facebook ads and Amazon and I’ve been in this intersection and the section of Facebook advertising on Amazon.
Speaker 1: So ctually or how did you get into selling on Amazon or are your a seller?
Speaker 0: Great question so I when I made that career shift that same week I found out about the Amazon world private label you can actually have your own brand so it was it was very interesting I found out about it and this was from Ryan Daniel Maranda like oh my gosh and like registering a business license right away started like sourcing of products I started like selling my own stuff and I was doing that for about half a year but then I like my wife was pregnant at the time of the like a baby was going to be parked just like like I have been doing it six months you’re not really making any money so I had to get a job again. Like I was like starting to get sales so the momentum was there but I ended up getting a job at a marketing agency because of like I think we need some financial influx and then with the marketing agency like this was in Seattle already kind of had to compliance it was like I’m like Microsoft was like their headquarters yeah different startups and up and one of them was I’m an Amazon brand like they’re selling on Amazon so at this point already quit my own brand like I wasn’t working but I have that experience and then working with with the client where I like there on Amazon they were starting to get a game success and then basically I ended up generating some more success for them and then they ended up like I need full time and then I have a very deep involvement with the company and I was basically leading all of their marketing and then that was. Or a couple of years I was doing that and was company here locally I’m a you can look it up with the kind of look at their presence on Amazon and advertising so I was doing that for a couple of years and then switched more into the software space but I haven’t gotten back to having my own brand of probably because I’m interacting with so many different salaries and I feel like I’m better trying to help others rather than just focusing on only my own stuff.
Speaker 1: Okay and you’re known as of the Facebook ad guy is that kind of right?
Speaker 2: Yeah I don’t know if like the Facebook at a guy but I have been openly talking about our brand and finding this hybrid between Facebook advertising on Amazon and not just for like a ranking or kind of algorithm but actually building a brand growing an audience because we had a lot of success with that how can you do that off of Amazon and complemented with Amazon because sometimes you just need to read a little bit or rank a lot but also thinking about long term having most access to customers in the long term do their advertising into your own channel so it’s kind of like finding that balance.
Speaker 1: Yes awesome look let’s talk about that I’d like to pick your brain on the whole process how to go about you know extra traffic and Facebook at suppose we have a product that you know. Exactly maybe my first question is does the product really matter in your own building brand. It is it like are you better off with the with something which ship which users replenish by our recurring the company then without an old maybe a wallet or something like this or all?
Speaker 1: Both work yeah.
Speaker 0: The part of the question is does the product matter or not or like where the branding around it so one thing is true is that marketing can make like almost anything like better than it is right so you have a crappy product you could make it like a little bit better or just like a good product you can like try to make it seem like it’s great so with the marketing you can certainly amplified to get more sales but it ultimately comes down to a lot of other factors like the actual branding the customer support you have in place on the actual value of the product so it may not be as long term so in in Facebook ads you clearly see this that you can run ads in a certain way to do a lot of testing and they don’t talk about a little bit better like strategies that you can do today that I always use that it’ll make your ads better it’ll get more engagement it’ll get more sales but is he going to continue or not is a whole different question so at some point like the product does matter and that’s where all of the research comes in for it to be more longer term but like at any point like the marketing can make something better but you’ll figure out over time if it’s actually sustainable or not and if it’s going to. Like a crappy product. And then the other part of the question if it’s like a consumable or not or someone they just repeat buyers are not this is really interesting where troops through Facebook ads it comes down to the algorithm where how much can you spend together customer and a lot of Amazon sellers and even you commerce overall you really have to do the math it makes a really big difference on knowing that you can actually spend fifty dollars or a hundred dollars really couple hundred dollars even though it’s like a twenty dollar product one of the forty dollar product so that makes a difference in terms of. More of like a. Like a bidding strategy and ad delivery strategy knowing that you could get more so it makes sense from but there’s other reasons you know no getting more inventory and all that kind of like also meant related reasons but from a marketing you’ll you’ll just be able to good morning outcompete other advertisers.
Speaker 1: Okay so let’s suppose we have a product that we picked a good product and it’s a cop or or some like a a jump rope may be right okay that’s I guess that’s very saturated in themselves but just as an example so like cult how do we go about building a branch or through Facebook.
Speaker 0: Yeah I would say two parts so let’s say even if it’s something really saturated. The first part is that you need to get ahead of other advertisers and what that means is the content that you’re showing like the actual ad creatives like the image the video the headline the copy one you just need to get engagement like don’t worry about sales yes even if it’s saturated and if you show something that maybe before it went viral read like if it doesn’t anymore the first thing you have to do is just show something unique and and and by unique I just mean visually you have to get people to click so you drive down your cost that we face because going to charge you less money than all the other advertisers that are competing for your audience so the first part is even before like branding or or the content it’s more about the creative to drive down here because that way you’re not getting like two cents per call up like two dollars per plate for like one dollar prickly but you’re driving it down to fifty cents per click twenty cents per click ten cents per click so you’re just seeing more people for the same cost.
Speaker 1: So that’s the first part is that what one thing just make sure I got it like what I thought I could pay per click so why would you why would a click cost less if you get more clicks or how does yeah?
Speaker 0: Yeah so here’s exactly why so let’s say you have three different images or you know like you can go crazy it was like twenty different images that you’re testing and you’re targeting the same audience and at and let’s say like most of the images are the same and one of them is like really different yeah I did just that stands out in the news feed more think more engaging so as soon as people stop Facebook is showing these out so you kind of see the impressions like one person sees it ten a hundred thousand and we’re getting click somewhere not getting clicks just because a lot of like the quality of the advocacy catching attention okay what it means to Facebook is like it was like oh my gosh what’s happening here this ad is getting clicks it’s probably a good experience for the Facebook user they’re engaging they’re staying on Facebook longer so let’s drive down the cost of the advertisers so we can show their ad more. Then other advertisers that are showing crappy ads the ones that are getting up just like learning to get a.
Speaker 1: Basically Facebook is selling like for them I thought about so much more clicks it’s about impressions right so what cost them do so to say are the impressions so if they see okay this guy is getting more clicks or impressions so stay then they also.
Speaker 1: Yeah yeah and you’re basically competing for that space but also if it’s a good quality added. You can show it more because a lot of advertisers showing crap crappy ads on season.
Speaker 1: Eight showing it.
Speaker 0: More because.
Speaker 1: All of these.
Speaker 0: As the people scroll by and they don’t even engage with it’s like it’s not good for Facebook like And awareness that could be happening but people are clicking on it so they’re not like increasing their time on phase where they’re not engaging with it.
Speaker 1: Yeah.
Speaker 0: It’s kind of like the algorithm version of Facebook.
Speaker 1: Okay so basically what you’re saying is working on the visual until would drive the cost down and you said you mentioned like the incentives of the realistic of bit.
Speaker 0: I’m so that that’s so we get a lot of ads that are that’s level and most so let’s say you start off with the ad for like the jump rope or different products let’s say you just put up like three different ads kind of a different images and different copy you’re probably going to be somewhere around like one dollar per click that’s kind of like the. Average like. Probably even like something higher.
Speaker 0: One of the three maybe have like seventy five cents it’s kind of like lower so you kinda have to test more variants of this is one of the main strategies that ideal where I’m again it may seem a little bit extreme but.
Speaker 0: Most people don’t do this most advertisers don’t even do this is that have as many variances possible so like ten or twenty like I like to do like thirty or more because what it’s gonna deal it’s going to narrow down to like the top five and then you kind of need to get creative when like I came up with an answer I can think of anymore it’s probably the best opportunity for you to like force yourself to like think. You more research ask team members are like looking different groups are doing more. And better research to come up with a variant because all of those are the ones that are going to be that. Ten cent per click once and you want to aim for like less than fifty cents from your getting traction and again the cost per click doesn’t necessarily correlate with like someone in a purchase or not but this is a big mistake that I see on the specially Amazon sellers make that they’re trying to like advertise on Facebook is that they’re worried about getting the purchase right away with knitting find a good ad they just put an ad and they want the purchase right away. Okay an algorithm you have to get engagement first so drive down your cost and once you drive more people down to see the same ad then you can think about like actually is it getting purchases can you switch your tart you’re audience targeting you know is offer be different some of those variants I’m supposed to like right away all right but I add my Amazon sales increasing or her website sales I’m so like 10% I mean that’s like very optimistic that’s like that’s like great I mean you can get something that’s like very click Baity even lower than that and it’s gonna be a very like very low quality low quality audience I’m you can like based on like direct response and I think it’s good thinking from that strategy just don’t go like our extreme until like Outbrain or click Baity stuff but a lot of advertisers stay away on the other hand really they show the product.
Speaker 0: In my case, the more curiosity you add the better it is but it still has to be relevant so it’s kind of relevant to the audience. But getting people to engage with the ad is because we’ve we’ve done this before where we have a really awesome product it’s unique people like Steve Allen really showing what it does and people like all my gosh that’s really cool like that product is really cool but I don’t really need one.
Speaker 1: Just yet with the ad but.
Speaker 0: We need to add more curiosity as soon as we do that it’s kind of like weird angles.
Speaker 1: Or like.
Speaker 0: Change the depth perception where it’s kind of like you know the product is a different angles even in the morning odych recite your rated product so like, for example, did the jump rope what if you’re kind of just like all that up kind of just hanging and your camera angles from the top so you can only see it’s like it’s kind of like it you can tell but not really yeah I think it’s a jumper but like you’ll get people to engage a drive down the cost and then the website will like actually style or the Amazon page will not work the final that you have in place to kind of think about how can you add curiosity to the image that’s like the biggest ship I’ve seen where just like different image.
Speaker 0: And they’ll get more sales on this is different than the Amazon image strategy right you want to be as clear as possible.
Speaker 1: Yeah I don’t like doing. Responsible so you see that but it’s not necessarily bad way and. In Facebook ads.
Speaker 1: Interesting well curiosity okay so tell us suppose we found a good image which is like a generating clicks the ticket price goes down so what’s next what do we drive them directly to to the Amazon site or all to your list or what’s what yeah.
Speaker 0: Absolutely.
Speaker 1: I’ve seen a lot of variety and you can make it work anyway where you’re sending top relate directly to Amazon and getting sales and it’s probably the hardest if you’re understanding traffic directly to Amazon unless you have a long funnel in place or whether it’s like a messenger bot and there’s a lot of like service questions you really filtering that audience your qualifying then you send them to Amazon but like as the go directly to Amazon conversion rates are just terrible it’s under white.
Speaker 0: Zero one percent it’s like that low because it’s just a different experience that’s what I commonly see what what happens is that Amazon is still going to reward you with sales kind of like just because the velocity of traffic not necessarily sales from the Facebook ads but there may be at two cards there’s traffic so Amazon is like boosting your writing a little bit and you may get some sales it’s working but it’s not directly from the ad it’s it’s like the injured indirect effect of it I’m so that one is still it’s hard to do it that way.
Speaker 1: So you’re saying like just. Ringing traffic that doesn’t Amazon converts still helps sales.
Speaker 0: Yeah yeah it does and that’s because you’re probably getting some at two cards like. Maybe even you’ll get like.
Speaker 0: One sale but even without the sale it’s still it’s traffic to Amazon and those visitors may go and do other things on Amazon or there’s going to be on retargeting or also still available for Amazon.
Speaker 1: You know they’re trying to help you but there’s gonna be a ceiling on that if you’re just spending ten or a hundred dollars per day like you’re going to get a very small blues and you think your ads are getting the sale so you kind of like you continue doing that you’re not getting sales from the ad.
Speaker 1: And then. Amazon stops helping you with the racers like I think it worked but not really and it’s not like a sales tracking problem. But this is where I’m. Like the other strategies just like overwhelming like usually seem better and that’s having some sort of customer journey in place or a funnel in place whether it’s to your website or landing page your messenger bot where there are just a multiple touchpoints with the customer or multiple public information that the person is consuming about your product that way by the time you send them to Amazon it’s a higher quality visitor well then you kind of navigated the Facebook algorithm where you’re giving more data to Facebook how they’re engaging on the website or through a final so Facebook knows how to find even a low lower cost potential customers.
Speaker 1: Before you go to Amazon because once you send them to Amazon you like you basically lose the data I mean there’s like some workarounds I like what my software helps with but you kind of like use all that data so like the other journeys are usually much better and we can like talk about those with some of the best practices are.
Speaker 1: Okay tell us in that maybe can walk us through an example final or something like this like how does this look like yeah?
Speaker 1: Let me talk about landing pages first because. It’s. Been around longer than like messenger bots in a messenger bot so like really popular now the only real effective but there’s like potentially a lot of room to myself like how are you.Doing that the messenger bot and I just using like a template or just like a rebate file but some women talk about landing pages for your website so you have a website and. Or some sort of. Landing page. Or like.
Speaker 1: I may like your homepage basically part of the journey and you can do to do two different ways so one that’s very common may or may not work is having some sort of offered discount but outlook let me talk about like the other strategy first and then you can see how discounts that into it because you don’t always want to rely on discounts are heavy discounts or like any like three products however that works out is it because you can usually. Get like full price sales without even like rebates all of that with the other strategy you just have to have a really good added like understanding your audience and good customer journey driving down the costs so then you’ll. Actually, et enough people to actually purchase because it’s on a low low enough cost one example would be where.
Speaker 1: You have to have multiple touchpoints and that’s a combination of your ad and your websitesome sort of retargeting ad war and email I think we kind of got lucky before so a lot of as I was running we had like instant purchases directly from the admin like we. Run the ad.
Speaker 1: Someone goes to their website and then they buy right away so it’s kind of like a dimples purchased and it would be profitable so we don’t need to rely on retargeting or email marketing at all but can you get sales right away so for that.
Speaker 0: Your ad. There should be an error.
Speaker 1: An area where you can segment your audience in some way.
Speaker 0: Meaning either. Tagging your audience or knowing what actions they’re taking so later you know what retargeting ads to show or what type of email marketing to show to them because if you’re just sending everybody to a page and you’re not tracking what they’re doing on that page yeah but you don’t know what’s the difference between someone that almost click add to cart versus someone that clicks add to cart or someone that just like scroller left the website right away and Facebook is really good with that with some of that targeting.
Speaker 0: So like what would be this segmentation like we said someone who almost click add to cart what are even using for those landing pages is it like yeah.
Speaker 1: I’m so here’s one example and some sort of like a listicle where it’s. Ten facts. Or. Ten ways you should jump rope or like what the best athletes how they jump rope. Or. It could be an article so that’s one example where.
Speaker 0: You have that article and somebody is on your side the reading that article and throughout the article there are opportunities to engage so I have one clear example of that at the end of the article it’s like.
Speaker 0: And.
Speaker 1: I’m just like but here is the eleventh method that nobody knows about. Click and once they click it some sort of engagement rider street also didn’t let people find out about it there are the article maybe you’re talking about the product maybe not maybe it straight up content marketing just like educational you know about like exercise or activity or like do it yourself at home.
Speaker 1: You don’t need anything extra or you can talk about products like the router you kind of like for shadow you start stalking of the product so that’s one example where curiosity somebody clicks to the other page.
Speaker 1: Do you read a lot of insight and it could be just one more fact. You can just like really good marketing behind it maybe it’s a simple fact but. It’s like. The secret fact unless you already know some people that click that and somebody didn’t so that’s a higher quality visitor than whatever read the act and then left the site so you want opportunities where you’ll separate audiences that way so just an obvious one is some sort of like an email pop up or email capture. SO if you do that, that’s just an obvious one where someone is interested enough to put their email and that pop up it does have to be a discount I think that’s what’s most common you know get twenty percent off on the purchase order or. Your first order but it could be.
Speaker 1: But it could be it’s like get more content like this or. It’s like the eleventh trip examples kind of upgraded content people sign up for things that they don’t know what they’re going to get yeah because if you say. Like you’re gonna get exactly this some people will sign up for that but there’s different psychologies of people will want to sign up for something that they don’t know that they’re gonna get you gonna have to test. Test that messaging. And those are different audiences.
Speaker 1: So let’s keep it where you like you still want to send people to Amazon let’s say you don’t have like the actual shopping functionality on your side because let’s say like your shop of fire inside where you actually add to cart to checkout you purchased.
Speaker 1: You’re kind of like developing a brand that’s more resources than let’s say like you’re just on Amazon but in either case think of it more as like lead generation you just getting emails or you’re getting content you’re getting opportunity to retarget so then you also show a retargeting ad someone that visited your site.
Speaker 0: And then they saw that first.
Speaker 1: I’ve been to gauge with that so t
here’s some interest there.
Speaker 0: And then that second ad.
Speaker 1: Should be based on theactions they took.
Speaker 0: So if they just.
Speaker 1: Went on the site.
Speaker 0: And.
Speaker 1: And dating click anything they left like they’ll get a retargeting
Speaker 0: That.
Speaker 0: Thank god you don’t know.
Speaker 1: They didn’t want to find out about the eleventh tip they didn’t want to leave their email.
Speaker 0: So.
Speaker 1: That content isn’t going to work in the ad. Yes the thing different in some sort of like. So maybe that’s where like a discount will work because that’s what they’re thinking about.
Speaker 0: Okay so so. If somebody. An obvious example they did click to that eleventh tape or they left that email then there’s gonna be some sort of retargeting ad that reflects that it’s more about you.
Speaker 1: Well then we have a twelve chip or something that you want to sign up for our Facebook group or some sort of newsletter where we reveal one of these every month or something like that that is going to be different and then you can get even way more strategic is that let’s say on that.
Speaker 0: Website.
Speaker 1: On that first landing page where it’s just a constant article.
Speaker 0: Where.
Speaker 1: They don’t click anything. They don’t click anything when they don’t leave their email. And they leave but. There’s different website visitors some are gonna stand on a website for five minutes read the whole article in the Leah. I’m gonna leave. Seconds later and then this is where. You can just. Use the Facebook ad targeting you know these you know who’s the top five percent of the spend time on your website where you can add the Facebook pixel events depending how far somebody scrolls like if somebody strolled to a certain later you’re basically like that’s your audience so then you want to make sure that your retargeting like with different content based on their activity.
Speaker 0: But like that’s that’s sounds like a pretty long shots right so you kind of get them onto your side then you you get them to read your content than when they’re like cut and all read the first five bullet points. They’re like okay this is my audience but when they’re gonna make sailing no it just sounds like it yeah right right so with constant money to get them on the side of costly to be targeted right yeah so here’s a here’s the simple version.
Speaker 0: Let’s say without all of that like. The retargeting and all of the tracking is just like you send people to your site. And it is content.
Speaker 1: And people engaging in some gauge a little some engage a lot.
Speaker 0: But you have a second ad which is like your product like your sale it’s something you were gonna do anyway before the content and this is what most people do. The first ad. Is the product it’s the sale. Where.
Speaker 1: Thank you to no good do people want it or not do they have trust in the brand there’s like ten different check marks people have to have in their in their head you know do I trust it is you know it’s their social group is their quality.
Speaker 0: Yeah I don’t have to I resonate with that or not and. If you show like a really good ad I might buy right away because you checked off like some of those check marks but only a certain percentage will buy right away so you basically increase your chances quite a bit by showing something before that you know content it like it sets up so many check mark is kind of like there’s there’s a little bit of trust some authority because this content is educational you heard about you before so that’s at minimum just have a content. And then we have your product so you can do a test if you do not do the content how many sales are you getting just from that content from that product and we have to offer whether it is with the discount or not. Or even like engagement on the ad, so this is the other thing that is better so simply the engagement on your ad.
Speaker 1: We’re talking about at the beginning of the call you know like Facebook it’s algorithm how is it going to reward you the cost per click and and then gauge meant if you’re showing other ads and other content that are getting engagement it’s actually very likely to drive down the cost of other ads.
Speaker 0: Yes you’re showing your content.
Speaker 1: And it’s probably going to get more engagement than like a product really selling you stuff type of ad so when you show that selling type of ad it is going to be more engagement lower just because you already showed in your Facebook ad account and your Facebook pixel is getting the other data that’s gonna drive down your cost so that’s kind of a simple version just basic content ad and then your product.
Speaker 1: Adam this is where the choreography Cummins you know still if your product is there.
Speaker 0: Like your values there.
Speaker 0: What would be like a retargeting ad so I do a target people who read like first five points that I retarget them on Facebook and sold in the product that right.
Speaker 0: Yeah yeah that’s the one simple version it’s okay to the side they just see the second retargeting out because at least you know they collect it, if you have a video then you can also do the retargeting out based on them and gauging with the video but it gets a little more complex with videos and it could have higher potential with videos but you can also mess up more with the videos because.
Speaker 0: Yeah.
Speaker 1: The video so an image is a great starting point and sometimes images work better than the videos because you’re kind of like it’s the algorithm you want to a video usually tells you exactly what it is overtime so people are like I think that is great and then they dont click an image.
Speaker 1: Attention will have more opportunity for the curry also D. because these when they want to find out more than there there on the website but yeah I’m just a very just a simple retargeting out based on do they engage with the content of the website or not.
Speaker 0: Okay got it and like to think overall it’s realistic to make money on the first sale with this approach. SO this is what we did and this depends on the product and a lot of factors so if the more you need the product basically like the less competition the higher your chances.
Speaker 0: So now and this is a little bit interesting that today compared to like several years ago well like why you’re there is less competition so you have more chance of like any strategy potentially leading to sales depending how you’re doing it right now you kind of have to extend that customer journey because there’s there’s more advertisers and yes there’s like.
Speaker 1: More people on Facebook spending more time and there’s like more unique things you can do to like innovate in the marketing but overall there’s more advertisers and there’s more like advertising spend so your costs are generally going higher you know one way to combat that is to extend the customer journey and all that means is having more touch points it’s like the retargeting ads or the way someone is on your side or is in your ad your video or your messenger bot sequence is that just more opportunity for engagement so you can separate out the audience from like the lower quality to the higher quality basically top of funnel to bottom of.
Speaker 0: Yeah I know so.
Speaker 1: You kind of have to do that now while eight years ago it wasn’t necessary so as you’re doing that it usually means that you’re probably going to be getting sales on those that second step where that third step right now is becoming more and more important to do that so getting the first sale from the first attics. It’s getting really tricky now it’s up to other things in place for it to be profitable and if you’re an Amazon seller then you have to think about how much is it actually helping you rank on Amazon and get your Ganna costumers because of those sales or sing in there maybe you’re losing money but you’re kind of getting more ranking.
Speaker 1: I think that balance between website traffic and then the Amazon sales or like the sales on the website.
Speaker 1: Okay look.
Speaker 0: Yes let’s talk about our software so what you explained seems pretty complicated.
Speaker 0: I know seems like a lot of work right so what what was your software doing or how is that helping this process yeah.
Speaker 1: So how how the softer relates to this and so even if like I was talking about where you can get like way more complex than that way more advanced than that but the simple version of it is that you run some sort of adds to your website or some sort of like sequence and then you send people to Amazon whether it’s through the email that you capture.
Speaker 0: More.
Speaker 1: Or directly from the website you just link to Amazon and. Are you getting sales or not I mean I mean that’s the big question if using coupon code you can track with IDFC using affiliate links.
Speaker 0: You can track with that if you’re gonna if you’re doing it right you can use all kinds of tagging but ultimately.
Speaker 1: Like still there’s some type of sales happened that are like on track it was a one of the things the software does and it’s it’s don proctor it helps you track Amazon sales that are coming from Facebook ads and it’s not a hundred percent accurate but it basically it allows you to see any of those funds are anyway you’re running your Facebook ads are the leading to sales so it’s very common if others brands where I would say like ten to fifteen percent of of the sales that are happening Mar spillover sales meaning you send traffic to your website you’re getting website sales but people they just love their prime shipping they’re gonna like open up Google browser they’re gonna Google you and then find your Amazon listing with an open Amazon directly and find your right just so that’s like ten to fifteen percent of purchases because of the fact that the softer and it’s basically like a tradition where someone they may have saw the Adam never collected but like these other adult that looks like an interesting your clipper like what is the brand. The search for it but they never click it or they never go to your website or even if they do click and they go to your website they do some of the research they see the branding I have.
Speaker 0: I have like some of the social group and then they go to Amazon so it’s so they’re still tracking the first part and I can absolutely influence that can instantly understand this because that’s what I’m always doing if I find something interesting first thing is that check it on Amazon if it’s if it’s there and if the price channel rather buy it on Amazon than a website.
Speaker 1: Yeah yeah so this is really great I know a lot of users are agencies where you know they have clients and before they were never able to quantify the Amazon sales from agencies typically focus on like E. commerce the running traffic to the website like to Amazon that’s the trickiest not not as many agencies to do that so they you know whatever sales are getting whatever they are are a why numbers the role last.
Speaker 0: It’s like well.
Speaker 1: Now you actually get out and all those other revenue from Amazon so it’s kind of like more profitable and for Amazon sellers it makes a big difference if you know you’re you know whether you’re thinking of it as like a cost of the raw **** that.
Speaker 0: Are you like breaking even are you profitable how close are you are pretty sure revenue it allows you to put more back into the marketing because you kind of like.
Speaker 1: What you’re doing so that’s part of it and it’s convenient because the data is in your Facebook ad manager so like it’s like populates in there and I know like some that are more advanced gonna use different like offline conversion method is very similar to that that’s what it does like the matching is bit is better because it’s going to do that Facebook API so kind of like doing all kinds of matching their.
Speaker 1: And then there’s a new feature that is like even more impressive than the album like still like people are like really like that feature but.
Speaker 0: O. okay so until you see like you see your Amazon conversion within your Facebook ad manager etcetera.
Speaker 1: Yeah yep yeah so there’s no like software dashboard or you can like it within Amazon you know kind of like a storefront you can do like Google tags and you can see the data in Amazon but just for me being an advertiser it’s so convenient seeing the data and the platform we’re actually creating the ads and the new column shows like the Amazon purchase.
Speaker 0: Okay is it like a in percentages like in a close?
Speaker 1: All right now it’s just like one you had one purchase or like a hundred and then the other columns are based on like Facebook default options meaning the purchase value so what was the purchase value on Amazon apples that it. And then also. The cost per purchase I mean just like little biased while I’m and and that’s all we can do so just those two columns you’ll have to manually have to look at you know calculating romance and things like that because like doesn’t have those columns aside from just website.
Speaker 0: Okay cool so I’m going with the second feature.
Speaker 1: Yeah so outside the newest feature that came out fairly recently as. It’s kind of like a Facebook pixel workaround on Amazon because you can’t with the physics on Amazon so all of these ads you’re running the common question we get is what Facebook objective do I choose you know video views website clicks purchases and if you have your website when you can have all the strategy behind it you know like getting people to engage have your custom conversion like multiple web page visits and video views like all the stuff website bridges at two cards but you have none of that on Amazon right now Amazon doesn’t give us that data doesn’t give us that clarity so this new feature it allows you to optimize Facebook ads for Amazon purchases. Basically it’s a custom conversion event.
Speaker 0: That’s an Amazon purchase so it’s equivalent to like a website purchase that you would have on your website is do you like the best conversion and there’s like add to cart so just clicks and engagement on the site other conversions you can do.
Speaker 0: So this one you just choose it’s like a think so in a way that using Amazon purchase ad you just add this to your arsenal whatever you’re doing before it’s just basically compatible with whatever strategies you had so if you didn’t didn’t know what you’re doing or you’re like super advanced you just basically use these new features one you get more data and to you just. You just duplicate your campaign or your asset and you just just like the Amazon project so.
Speaker 0: Yeah I like.
Speaker 1: Is it working for you you’re feeding space will better data to actually get the Amazon purchases so it like it is but it’s really interesting teacher.
Speaker 0: Okay I might I might reiterate make sure I got it right so basically I’m in a Facebook ad manager can choose a goal like I want us I don’t have a lot of impressions on them click someone have conversion and you need to tell Facebook whether conversion is and they have some machine learning and they’re like okay they might even not understand what a conversation is but they just know whether it happens or no then they feel like okay I’m feeding in those users.
Speaker 0: And and they convert better than others so okay I’ll feed also you add two users to convert better so basically that’s what happens when you say Facebook needs optimized for conversion right but yeah it but if you like Lee L. or sending your traffic over to Amazon Facebook doesn’t know whether the users converted now basically you can optimize for clicks and gas right I think you websites optimize for clicks or yeah like just a traffic and just these other events which Facebook has so much data and Facebook actually charges you more money when you choose like the higher quality objectives that might require intent to ours just.
Speaker 1: So when you’re choosing like the traffic is because they charge you way last but that’s because there’s millions and millions and hundreds of people that are like low quality and definitely will probably never going to buy it is gonna like engage and that’s why you’re sending to like to Amazon.
Speaker 0: Yeah so basically with your tool we can choose the the goal of all from Amazon conversion and I have some magic in the background which tells Facebook okay this user bought and this year’s ridden by then Facebook mills over time better which users to to send through your ad because they are more likely to buy animals that can write exactly yep yep you got it and one other thing up. The way Facebook shows that adds like I know some people like and this very calm like using lookalike audiences that’s what you’re targeting that’s how Facebook decides who to target crucial to add to you know and whether it’s based on so basically it’s like a lookalike audience but the conversion is a little bit different it’s not just like regional actually who you’re targeting it’s how is it actively delivering the ad is more about the optimization and delivery of the ad that’s with objective does so it’s it’s like an improvement on just got better let’s say you’re targeting the perfect audience you think or Amazon.
Speaker 1: Customers or or certain lookalikes that are based off you know any type of customers that you have where like that’s really good that’s usually the best practice but then the conversion is like the next level of that so yeah.
Speaker 0: You add delivery and optimization.
Speaker 1: Not just.
Speaker 0: They are getting on the ad absolutely yeah yeah I get it wow very nice looks so tell us what’s what’s the software call in with your your L. will also put it in the description but still yeah zontracker dot io been getting a lot of traction like people people are talking about it because that I mean it’s been just a big gap in data and Amazon so it’s kind of like working blind sending traffic to Amazon and this essentially allows you more creativity on the types of ads running in the finals if you are doing any type s of like Messenger bots and where are we whatever those sequences look like like well why do you have more data or you just kind of add this to your tool said where you just use other objects to potentially not just get more messages but you know this like lower high quality but she’d more data that. You’re getting purchases at.
Speaker 1: And obviously the more data the better so if you’re spending let’s say under a hundred dollars pretty damn Facebook ads then they need to optimize the other parts making sure you’re getting good data you’re improving our ads and then usually like above that level is where like you just you just sending a lot more data and optimization is happening.
Speaker 0: Happening much faster so I think it’s a good mix where it could be for.
Speaker 1: Beginners but you kind of have to figure out the other parts like your branding your product making sure it’s a good quality so we actually.
Speaker 1: Have the opportunity to have good ads and then for advanced I mean this is where some of the best use of Bathory no they’re doing Facebook ads and they just like to know what to do with the feature and then like they see are they getting better results and I just.
Speaker 0: Just with casting.
Speaker 0: Very cool so guys make sure you check all day long tracker dog I link isn’t in the description so Jeff thanks so much for coming tell us is there any other place or users or what is confined you’ll like they spoke you should pour.
Speaker 1: Most definitely did the best I have a small YouTube channel and unless you have any links in it have any prices but definitely the best Facebook.
Speaker 0: And then there’s a Facebook group associated with don tracker to so I can.
Speaker 0: Well what we can do this for description yeah all right so thanks so much for coming it was a pleasure in the yeah maybe we’ll see you Sunday again and I’ll go deeper into some details.
Speaker 1: Thanks for having me I hope was not helpful.
Speaker 0: Thank you absolutely thanks bye bye guys.
Speaker 0: Guys thanks so much for watching I hope you enjoyed this episode and don’t forget to press the like button and subscribe to our channel would like to know what you think so post your comments down below if you have any questions through myself war to yes then yeah feel free to come in this video.
Speaker 0: And if you haven’t tried sellerboard yet then go there’s a free one month trial and we’re on a mission to build the world’s most accurate most user-friendly profit analytics tool for Amazon sellers for nineteen dollars a month.
Speaker 0: Thanks so much and you next time bye bye