Chapter 1: How can off-Amazon advertising benefit my brand?
brands ask me all the time how they can start generating new awareness for their products and how they can gain the edge over their competitors and i think one of the simplest solutions for this is to do not only obviously on amazon advertising but also off amazon advertising there is an entire world out there of people who are scrolling on their phones whether it be on facebook instagram snapchat tick tock all of these different platforms right that you can start to incrementally grow awareness for your product and for your brand and
Today, we're not going to be talking about things like UGC content or social media management.
Rather, we're going to be talking specifically towards advertising and meta advertising at that and how you can utilize meta ads to not only drive awareness for your brand, but also to actually drive incremental sales and conversions and track those sales and conversions right within Amazon's own platform.
With Amazon specifically, they even have a program for this called the Brand Referral Bonus Program. So if you drive any form of traffic off Amazon to Amazon and get a sale from that traffic, you get to pay 10% less in referral fees than you normally would.
Chapter 2: What is the Brand Referral Bonus Program and how does it work?
So normal referral fees are going to be about 15%. So you're only going to be paying 5%. This means immediately when we're looking at something like that ads, you have a lever of profitability that you can pull on that makes it just a little bit cheaper than if you were to just use Amazon's own internal traffic source.
So utilizing this brand referral bonus program, we're going to first and foremost get here just by clicking again, this brands and then brand referral bonus. Then you can do generate referral tags.
Chapter 3: How do I set up a Meta ad campaign for Amazon?
That's going to bring you over into our actual attribution area here as well. So I already went through the liberty of creating a campaign here. When you're creating your first campaign, what we're going to do is we're going to see in the settings here that you'll have a name. I'm just going very simple with it as meta ads. You have this external ID and it's optional at the end of the day.
You can utilize this after the fact, after we actually create the advertisement to put the advertisement ID within here as well. You're going to choose what products you want in here, and then you're going to come down to this ad group settings. So for this ad group settings, I'll move my camera over here real quick for you.
You'll see that we have ad group name, publisher channel, and then click through URL. So for the name, I'm doing something super simple, such as just meta ads, single product, as I'm just going to be advertising a single product, the publisher, you're going to have a lot of different options, but for this one, we're just going to choose Facebook that will instantly choose social as the channel.
Chapter 4: What are the differences between Amazon ads and Meta ads?
And then the click through URL, this is nothing more than the destination you want them to end up on. So for this, all I did is I just went to Amazon, grabbed the Amazon URL, for the actual product I'm going to be advertising. And there it is right there. So it makes it super simple for us to do. Now, the thing that we actually need is this attribution tag section.
So you'll see right here that under all of this, we have our click through URL, but then we have this attribution text. This attribution tag is what we're going to come back to later on Once we actually are creating and done creating the meta ad so that we know where people are going to be going to, and we can track every single one of those clicks and sales directly back into this campaign.
So heading over to the actual meta ad side of things.
Chapter 5: How do I create effective assets for my Meta ads?
For those that haven't created meta ads before, I'm gonna move my camera back over here. You will probably be a little out of your depth as meta ads is very, very different at the end of the day, comparatively to Amazon ads. Amazon ads focus very heavily right now on search clicks, essentially search terms that you are paying per click on
every single time somebody actually looks up that term, finds your products, clicks on it. Whereas meta ads is not exactly the same way. Meta ads, you have to usually have some form of assets. So when we look at assets, we're going to be looking at the idea of either video assets or imagery assets.
And those video and imagery assets are what we're going to be changing out throughout the meta ads lifespan. This is what we refer to as asset iteration. You never want to run with just one asset on ad at any given time, as it doesn't give you enough A-B testing to understand how that ad is actually performing.
Chapter 6: What are the best practices for audience targeting in Meta ads?
Now going back, we're going to be doing both a new campaign and a new ad set and ad. So for Amazon specific ones, you always have to do traffic. And the reason that you have to do traffic is you can't do sales. If you wanted to do sales, you would have to drive direct to your website.
And this is because Facebook or meta wants to actually be able to attribute all of those sales and conversions so they can get their dollars back. Right. Whereas for traffic specific, they are knowing that you are just sending traffic off to a certain location.
So we'll continue on with this and then we're going to get this little pop up, either the tailored web traffic campaign or a manual traffic campaign.
I'm always going to say to do the manual traffic campaign, especially if it's your very first time setting this up as you want to essentially go through the entire process yourself first, and then eventually you can get into tailored, but for Amazon specific products, manual traffic campaigns always work better in my opinion. So we now have our actual set here.
Chapter 7: How can I track conversions from Meta ads to Amazon?
So we actually have our campaign. We have the new traffic ad set, and then we have the new traffic ad, which is where all of our actual assets and imagery is going to live. And so again, when we talk about the idea of doing two to three different imagery or assets, this is where we would create those. We would create one individual for each one.
All right, so we're going to get started directly with just editing this campaign. So the very first thing here is let's look at the campaign name. So for this, I'm just going to make it super simple and do meta ads attribution. for the actual campaign details here. These are fairly simple, so buying type auction.
That essentially just means similar to Amazon where you are essentially in an auction for your ads, same exact thing.
Chapter 8: What resources can help me create UGC content for ads?
Again, we already know that our campaign objective is to generate traffic, and then you can set a campaign spending limit. So this is something I do sometimes like to do where I will just set a spending limit up ahead, but you do not have to do this whatsoever. Now for our actual budget, can either do a campaign budget or an ad set budget for this simple purpose.
I'm usually going to do a campaign budget and our daily budget where it's going to start off with $50. It's fairly simple budget. And you'll see down here that you'll spend average of $50. Your maximum daily spend is 87 50 and your maximum weekly is $350. So essentially over the course of a week, we can spend up to $350, but for any given day, we can spend upwards of $87.
And that is because Amazon will allow you to essentially go above your daily budget if it sees that your ad is performing, but will never go over your overall budget for the week. for campaign bid strategy. We have a couple of different options. We can go highest volume, we can go cost per goal, or we can go bid cap.
Bid caps are something that I do encourage if you are somebody who understands the nuances of bidding a bit more, but for something like this where we are just trying to get incremental awareness and sales on Amazon for right now, we're just going to go for highest volume. We now have our budget scheduling.
We're not gonna set this, but this is the equivalent of day parting where we can just set it for certain times of the day. For A-B testing, you can turn this on, and what this would do is allow us to test different types of creatives. So if you, again, are looking at doing a multiple asset iteration here, then I would encourage A-B testing.
For the purposes of this, I'm just going to be doing one asset, but what I would encourage is that, again, you set up multiple full-on graphics, multiple types of videos, and UGC content. If you don't know where to get UGC content, we'll cover that a little bit later. But for right now, I'll turn off this A-B test.
When you do have it on, you can either test the creative, the audience, the placement, or even a custom variable, how long it will run, and then what you want to compare the performance, whether it's cost per result, cost per click, cost per milli, or any of the above.
So now getting into it, we have special ad categories and 99% of you are going to be able to ignore this as this is forced, just things such as like employment, housing, social issues, politics, so on and so forth. So 99% of people watching this should be able to just ignore this section. Now we're onto our actual ad set. So for the actual ad set name, we're going to be very similar.
We're going to do meta ads, set ATT. Then we're gonna have a conversion location here. So for our conversion location, we are going to choose website as we are going to be sending them to Amazon, which is a website. So for this, we have a performance goal.
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