Amazon Remarketing: Retarget Customers the Right Way


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Would you like to double your conversions on Amazon? How about triple them? Quadruple? Dare we say, centuple?

Well, you can. You can have it all. All the tuples.

You just need to start retargeting Amazon shoppers.

It’s that easy.

Well, actually, it’s not really that easy. But it can be really effective if you know what you’re doing.

Do you know what you’re doing?

No worries if you don’t, because you will by the end of this article.

We can’t guarantee what level of tuple you will achieve exactly. But rest assured, with Amazon retargeting, you’ll increase conversions enough to make everyone happy.

Even mothers-in-law.

What is Amazon Remarketing?

Amazon remarketing is a way to deliver ads to specific people who have previously interacted with your product or brand.

Maybe they’ve bought something from you on Amazon in the past, or maybe they’ve recently visited one of your product listings. These ads target those people, focusing on the ones with the highest purchase intent, and entice them to follow through.

Have you ever checked something out on Amazon and then saw an ad for it a few days later on a completely different site and asked yourself, “Am I being watched?”

Nope. You’re not being watched.

You’re being retargeted.

Typically, on average, only 2% of traffic converts on the first visit. The goal of Amazon retargeting is to bring back that other 98% and get them to convert as well.

To do this, you use an ad platform like Amazon Advertising to build unique ads that are shown on the third-party sites and apps where your target audience likely hangs out.

These types of ads are known as “display ads.”

As in they are “displayed” everywhere.

And we mean everywhere.

Look under your bed. There’s probably a display ad there right now.

That’s how good retargeting is.

It’s EVERYWHERE.

Think of retargeted ads as a reminder. A reminder that follows your potential customers all over the Internet and keeps your product fresh in their minds. Wherever they go, your product will be there, whispering softly in their ear, “Buy me.

Amazon officially refers to this tactic as “remarketing,” but many people also call it “retargeting.”

You can call it whatever you want.

All that matters is that you do it.

Why Retarget on Amazon: Improved ACoS and Increased Conversions

Did you know someone retargeted with an ad is 70% more likely to purchase your product?

That’s crazy high.

Imagine if a baseball player was 70% more likely to hit a home run? (It’d be a much more exciting sport, that’s for sure.) With retargeting, you can be the greatest player the game has ever seen.

Only instead of balls, you knock conversions out of the park.

Not only does Amazon remarketing get repeat traffic and increase conversions, but it also helps lower ACoS.

And if that’s not enough of a reason to retarget on Amazon, how about this: A lot of people shop on Amazon.

A whole heck of a lot.

Amazon is by far the largest eCommerce company in the world, with over 95 million Prime members in the US alone. That’s almost one-third of the entire country!

Anyone serious about selling needs to retarget Amazon shoppers.

Period.

So the question is not whether you should retarget.

The question is, how will you retarget.

But like there are multiple ways to skin a cat (which we don’t condone doing), there are several ways to successfully retarget on Amazon (which we do condone doing.)

Choose Your Remarketing Method for Success

There are countless ways of retargeting available to any savvy digital marketer. Most of these can be used for Amazon remarketing, notably:

 

  • Amazon Sponsored Ads
  • Amazon DSP
  • Facebook Ads
  • Google Ads

 

For our purposes, we’ll focus primarily on using Amazon’s own advertising tools to remarket your products.

But we’ll touch briefly on how both Facebook and Google can also help you in your quest.

Ultimately though, if you sell on Amazon, we recommend you advertise and retarget on Amazon, as well. It only makes sense. You wouldn’t buy a Big Mac and then go eat inside a Burger King, would you? That’s just inefficient.

Remarketing with Amazon Advertising

There are two ways to do remarketing directly through Amazon.

  1. Sponsored Display ads
  2. Amazon DSP

We previously covered absolutely everything you need to know about both in our:

 

 

Even though Sponsored Display and Amazon DSP use two separate platforms, in the end, they both serve the same purpose: to deliver hyper-targeted display ads EVERYWHERE.

This means displaying your ad on both Amazon’s site and additional sites.

That said, despite the similarities between Sponsored Display and Amazon DSP, it’s still probably a good idea to know the differences, too. That way, you can confidently determine which to use.

Retargeting with Amazon DSP vs. Sponsored Display

Amazon DSP offers slightly more options and flexibility when it comes to remarketing than Sponsored Display. However, the two most glaring differences between Sponsored Display ads and Amazon DSP ads are related to the payment model and minimum spend.

Amazon Advertising Payment Models

Amazon Advertising’s two ad platforms use entirely different payment models. These are:

 

  • Sponsored Display: Pay-per-Click (PPC)
  • Amazon DSP: Cost-per-Mille (CPM)

 

More than likely, though, this difference won’t be enough for you to want to go with one over the other.

However…

Amazon Advertising Spend Limits

When it comes to how much you have to dish out to use each platform, the spend minimums breakdown as:

 

  • Sponsored Display: $1
  • Amazon DSP:
    • $35,000 for Managed Services
    • Recommended $10,000 for Enterprise Self-Service

 

Due to the higher required spend of Amazon DSP, many small to midsize businesses will usually retarget with Sponsored Display ads to start.

With Amazon DSP, you can either let Amazon run your ads (via its Managed Services) or work with a qualified Amazon partner agency to retain control (via its Enterprise Self-Service).

If you’re not sure which is the best fit for you, we would be happy to help guide you.

How to Set Up Retargeting with Amazon Display Ads

Setting up a retargeting campaign is relatively simple on Amazon using Sponsored Display.

Are you ready?

Step 1: Login to Amazon Seller Central.

Step 2: Navigate to “Campaign Manager” (under Advertising tab).

Step 3: Select “Create Campaign.”

Step 4: Select “Sponsored Display.”

Step 5: Choose a product to promote (via product name or ASIN).

Step 6: Set your CPC bid.

Step 7: Fill in campaign name, budget, and campaign duration.

 STEP 8: Preview your ad and hit submit.

That’s it!

Just follow those steps and let Amazon do all the work.

Amazon will automatically create your ad. Creative is pulled from the product detail page you choose to promote (in Step 5), including product image, title, price, and star rating.

Amazon will then automatically optimize that ad for retargeting based on users who have previously viewed the listing page for that product, but not purchased.

No need for tedious keyword research. No need to define audience segments. No need to write copy and design graphics. Just choose a product and let Amazon remarketing tuple your revenue.

Pretty nice of Amazon to do, right?

Let’s all say it together: “THANK YOU AMAZON!”

How to Best Use Amazon Remarketing: Full-Funnel Advertising

Of course, it’s one thing to let Amazon remarket your product, and another to incorporate it into your marketing strategy.

That’s where the Full-Funnel Advertising strategy comes into play.

(Something we like to call the “Chuck Norris Approach.”)

Full-Funnel Advertising incorporates every component of Amazon Advertising into one solidified strategy. The end result hits every level of your sales funnel with maximum impact.

The secret weapon of this strategy is your retargeted ads.

But you don’t want to let your retargeted ads run wild. You want to utilize them at the point of the funnel where they will benefit you the most.

Specifically, at the bottom.

When all other ads have taken your leads as far as they can go, call-up your Amazon remarketing to close out the sale and get them to convert. But, remember, all other facets of your Amazon marketing strategy need to be solid to get those ‘tuple’ returns. That means your Amazon listing optimization, as well as Amazon advertising have to be on point.

How to Retarget Amazon Shoppers Using Other Ad Platforms

Amazon Advertising isn’t the only way to remarket for Amazon (though it is the most straightforward). It is also possible to retarget Amazon shoppers using other ad platforms, like Facebook Ads and Google Ads.

In fact, before they got wise and added their own remarketing functions, the only way to implement Amazon retargeting was via these networks.

The problem is that as an Amazon seller, you can’t add a retargeting code snippet (aka pixel) to your Amazon listing. This makes it impossible for anyone other than Amazon to track who views and interacts with your product pages — a necessity for remarketing.

So the trick becomes finding workarounds.

The best, and safest way, to do this is by running ad campaigns around a landing page on your site:

  1. Initial Ad Campaign: Your initial ad campaign on Facebook or Google will attract people to your landing page, which will, in turn, funnel visitors to your product listing on Amazon. You’ll need to place a conversion pixel on the page tied to a button to track who clicks through to your listing.
  2. Retargeted Ad Campaign: You won’t know for sure which click-throughs made a purchase, but by creating a second Facebook and Google ad campaign retargeting everyone, you can ensure that any that didn’t buy are re-engaged.

Additionally, you can create a custom or lookalike audience on Facebook based on your Amazon customers (which is found in your Amazon Fulfilled Shipments report). However, it’s important to read through Amazon’s terms of service because there are limitations on how they allow you to use the report.

Never Miss Out on a Sale Again with Amazon Remarketing

On a scale of one to savvy, how ready are you to retarget?

Yeah, that’s what we thought. You’re savvy.

Being the savvy seller that you are, you know retargeting with Amazon Advertising ensures you will never miss out on an opportunity to convert again.

Like we said at the beginning, we can’t guarantee how much you’ll increase your product sales using Amazon remarketing, but one thing’s for sure, you’re going to be very happy with the results.