Back to Resources

There’s a lot of ecommerce information on the internet these days. Even considering the abundance of artificial intelligence (AI) content, to make it to the top of Google’s page one, usually, it’s pretty good stuff. 

That’s why we took the time to perform a little research exercise. We wanted to know if there are elements of Amazon pay per click (PPC) advertising success – or failure – that are systematically missed by everyone. 

Even without meaning to, many of the top Amazon PPC posts start to look and feel the same. After all, most of the top writers conduct very similar research. So, it stands to reason that if something is missed by one blog post, less careful blog writers might miss it as well. 

To begin our research, we typed in the search term, “what are the biggest Amazon PPC mistakes” and pressed enter. 

This post is about the one trending element of Amazon advertising success that every single post missed. 

Failing to Leverage External Traffic Sources for PPC Campaigns

While all of the posts cover a range of important PPC mistakes such as neglecting keyword research, not optimizing bids, ignoring negative keywords, and focusing too much on ACoS, they miss discussing the significance of driving external traffic to Amazon listings to enhance PPC performance.

Relying solely on Amazon’s internal traffic can limit your potential to reach a wider audience and drive more conversions. By leveraging external traffic sources such as social media, email marketing, and influencer collaborations, you can bring highly targeted and engaged shoppers to your listings. 

This influx of high-quality external traffic can significantly improve click-through rates (CTR) and conversion rates, ultimately boosting the effectiveness of Amazon PPC campaigns.

Amazon’s algorithm favors listings that attract external traffic, as it indicates the product’s popularity and relevance. This can lead to improved organic rankings, which further amplifies the impact of PPC campaigns.

To capitalize on external traffic sources, here are four bulleted checklists to help make sure that you’re following the best practices for generating external traffic on Amazon. 

Promote Your Listings on Social Media Platforms

• Create engaging content showcasing your products, such as images, videos, and user-generated content.
• Use relevant hashtags to increase visibility and reach a wider audience.
• Run targeted social media ads to drive traffic directly to your Amazon listings.
• Engage with your followers and respond to comments and messages promptly to build trust and loyalty.
• Utilize platform-specific features like Instagram Stories, Facebook Live, and TikTok challenges to create interactive and shareable content.

Build an Email List and Implement Targeted Campaigns

• Implement email capture forms on your website or landing pages to collect email addresses from interested shoppers.
• Offer incentives like discounts, free shipping, or exclusive content to encourage sign-ups.
• Segment your email list based on factors like purchase history, interests, and engagement levels to send more personalized campaigns.
• Create compelling email content that highlights your products’ features, benefits, and unique selling points.
• Include clear calls-to-action (CTAs) in your emails that direct recipients to your Amazon listings.
• Regularly clean your email list to maintain high deliverability and engagement rates.

Collaborate With Influencers

• Identify influencers in your niche whose audience aligns with your target market.
• Reach out to influencers and propose collaboration opportunities, such as sponsored posts, product reviews, or giveaways.
• Provide influencers with unique affiliate links or discount codes to track the traffic and sales they generate.
• Encourage influencers to create authentic, engaging content that showcases your products in action and highlights their benefits.
• Repost and share influencer-generated content on your own social media channels to further amplify its reach.

Take Advantage of the Amazon Brand Referral Bonus Program

• Enroll in the Amazon Brand Referral Bonus program if you are a registered brand owner.
• Create unique, trackable URLs for your Amazon listings using Amazon’s tools or third-party link shorteners.
• Share these trackable URLs on your website, social media profiles, email campaigns, and other external channels.
• Earn bonus credits from Amazon for qualifying sales generated through these external traffic sources.
• Reinvest the earned credits into your Amazon PPC campaigns or other marketing initiatives to further grow your business.

By implementing these actionable strategies, you’ll be able to effectively drive external traffic to your listings and improve the performance of your PPC campaigns. Remember to consistently monitor and analyze the results of your external traffic efforts, making data-driven decisions to optimize your approach over time.

In the highly competitive world of Amazon advertising, you’re going to have to constantly seek out innovative ways to gain an edge and maximize the performance of your PPC campaigns. 

By strategically leveraging social media platforms, building targeted email campaigns, collaborating with influential figures in your niche, and taking advantage of Amazon’s Brand Referral Bonus program, you can drive a steady stream of highly engaged, high-quality traffic to your listings. 

This influx of external traffic not only boosts click-through rates and conversions but also signals to Amazon’s algorithm that your products are popular and relevant, leading to improved organic rankings and overall PPC performance.

How Canopy Management Can Help

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation