Amazon Product Launch 2019 - 8 Days Strategy Through Facebook Offer Ads

you are watching this video because you want to learn how to do product launch for Amazon in 2019 strategies change the marketplace changes and some even more experienced sellers struggle with this part specifically because it can include a lot of different strategies a lot of different tools that are being used and so I think I've kind of cracked the code of how I get my products to rank and I wanted to share this whole process with you because I think you might find it valuable so stay tuned for the purposes of this video I have chosen this dog toothbrush product that let's just imagine that we want to launch this product and then I'm going to use this example to explain to you how I would approach product launch with this specific product by using Facebook Ads there are different definitely different methods of how you should approach this whole product launch thing it's a very big project and basically its consisted of different channels that drive traffic to Amazon these things like for example I don't never only use Facebook ads I also use influencer marketing sometimes they use Google Ads when it makes sense when you can easily you know kind of like diversify audience through the right keyword choice through the keyword research also I use very much aggressive strategy with Amazon PPC with the internal traffic as well but it's very important for you to realize that driving internal traffic from other channels to Amazon to your own lemons and listing is going to be very very helpful obviously Amazon loves when you give it external traffic when Amazon doesn't have to do that extra step extra effort to get that kind of qualified traffic you're paying for it instead of Amazon so they were always favor the listings that come from external traffic sources this is very important for anything especially for new products so generally speaking your product launch strategy will be slightly different depending on whether you're just the new seller that's launching its first product and testing which part is going to be a pennant winner whether you are an experienced seller who already has like an existing portfolio of products and then they're launching at an additional product from their product portfolio so it's very important to remember that this is going to be a different approach because if you are an already established brand then you probably have some kind of like either email list that you can use to create your own audiences on Facebook either you have like an existing number of likes of your Facebook page or you know your little tribe you're a little community that you can build look-alike audiences apart if you don't however to a new seller and you still know who's your target audience which is something that's that should be preferred you should definitely know that for your product then you can create safe audiences and make sure that they're as narrow targeted as possible but also have enough reach I'm talking about at least three million people type of audiences not not really smaller than that especially if you're in a part of it needs some big sales velocity in order to start ranking for keywords so either way you really have to understand that product launches as a phase they're tough because you are you should be ready to lose money this is something you should be prepared to lose money at least in the first couple of months until your listing starts ranking organically for these core keywords that you choose that you want to rank for so this is like a process that a lot of sellers just don't understand it's like a business investment just like any anybody anything else Amazon FBA is a classic business model so you'd have to like be prepared to lose money over a certain period of time maybe a couple of weeks maybe it may take a couple of months but you still need to have that patience that's definitely necessary when you are launching that new product it's never going to be profitable in the first period of time so that's definitely something to keep in mind and realistically what you can expect like I mentioned some of the main external traffic channels are Facebook Ads influencer links Google Ads a lot of people use also traffic from their own website to promote their you know their Amazon these things they also use platforms like tools like rebate key many chart and everything else that I will talk about in my other video so stay tuned subscribe to our channel to learn more if you are willing to take in all this knowledge that we're willing to share that's a good combo so make sure to support the channel in order for us to create the provider for you anyways this video is going to be specialized just for Facebook ads I'm going to teach you how we how we drive traffic from Facebook Ads to Amazon these things to kind of like help this listing rank better and rank higher on organic for these purposes I've already chosen this product I found it interesting it's a dog to toothbrush and make sure that I understand how many products I need to sell per day or giveaway per day to get ranked on the first page for each keyword I need to have Aysen of a competitor's product it sounds exactly the same thing most of the cases you're not going to be someone who like you know invented a whole new product and then it's going to communicate that to the market in most of the cases you're going to be someone who's going to sell a product that already exists so go ahead and find what is your what is your competitors most most defined competitor in terms of the type of the product that you want to sell and then go ahead and use this listings Aysen this is going to be something let's say for example I decided to sell dog two toothbrushes and this is the type of product this is the Aysen that I want to check and see how many giveaways it would possibly require of me to get ranked as much as this competitor is so once I have this ace in here I'm going to go through healing pen tool they'll be very often used and I'm going to choose the cerebro to cerebral tool you might already be familiar with it's a reverse Aysen tool that provides you all the general background information around comparison you're interested in so I'm going to once I've copied the ace and I'm going to paste that ace in and choose get keywords this usually takes a couple of minutes today it's a little bit faster let's see how long it takes this time okay helium 10 has feedback 1500 keywords here and they have started off by giving us some couple of examples let's say that there is a this is a huge list 1500 you should download this into a CSV file make it more manageable and just kind of like filter out and sort out the types of givers that you don't want to rank for I would say choose at least ten one to ten keywords that you really really want to rank for on the first page because this is going to affect how many giveaways you have to do per day or how many discounts per day it had to do in order to make a sale to make a make the listing ranked on the first page okay let's say that we want to rank for dog true toothbrush which is like a very well defined core keyword for this specific product I'm just clicking on it to see what else there is on the market and there are various kinds of similar products all of them sell now it all depends how profitable they are because of the lower and price of the product and the competitiveness and it's very hard to make that product distinguished from the competition because it's very hard to change its functionality or design or any other type of dimensions so I can tell that a lot of sellers are struggling it would definitely not be my recommendation to sell this is just for training purposes anyways go back to the Cerebrus and tool here and well I'd say we just chose the dog jutsu toothbrush this keyword has statistics that are pretty tough you know like what you're interested in knowing from this table here it's that you want to make sure that you rank the first page first 16 places Amazon search results for the specific keywords in order to do this this is a metric called if they give aways which means this many product you have to give this many product you have to like give away over a day period or sell like they don't specifically say that you can also sell at full price but they're focusing on giveaways this leaves that let me see how many per day so basically 24 divided by 8 would be something around 3 per day would be so this means that you you would have to give away 3 products per day or make a sale three products per day over a period of eight days to make sure that this that you move the needle on this product type this is very important because this keyword will be something that you will rank for after eight days of having this consistent sales it's very important that you keep the same tempo going because Amazon really appreciates sales velocity this is the number of sales per day that you have on a consistent basis so it's not just like a random particular sale here and there it's something that you know that should be consistent there today and sometimes week over week I'm pretty sure that this product type is so competitive it will take weeks for them to get ranked and just continuously do giveaways until they started hitting zero like they're not losing money so that being said that means that we have to make three sales per day over a period of eight days to rank for this one keyword on the first page so in order to do that I'm mostly using Facebook Ads so for this type of audience people who are dog owners for dog lovers who only pets in general would be very easy audience to define as a saved audience on Facebook especially if you have a little bit experience but I'm going to show you how to create specific type of ads on Facebook who are geared towards ranking on Amazon they're very good for inking on Amazon so I've already logged into my ads manager account you should do so to just log in to your ads manager account and go to create a new campaign I would not use the quick creation I would just go gonna go step by step to show you exactly where I click and the instructions on what you should do step by step in order to replicate this process so that you can kind of like make sure that you're doing this the right way so first we're going to choose marketing objective which is going to be conversions choose conversions or traffic or engagement that's going to be the three objectives that you can use with the ad created that's called offer with the offer type ad format so ad format is only supported through conversions of traffic and engagement I'm gonna go ahead and choose conversions and then move forward now this is not mandatory step if you already have your account set up I'm just gonna click continue okay so you should follow exactly the settings then and all these settings that the Facebook is placing in front of everyone so I'm going to make sure that the conversion event is a purchase so to setup a conversion you can ask for different instructions how to do that on in on the internet usually you would have to install a pixel to your website Facebook pixel in order to track your events there oh and make sure that Facebook tracking works you're gonna wanna do that in order to have complete understanding of how your ads are performing not just sales and Amazon but in general you want to know everything about engagement performance of ads outside of the purchases so when we scroll down I'm going to choose offer here which is that this part over there and then make sure it's on this is the part where you're kind of like defining your offer type I'm going to choose my Facebook page and create offer for the purposes of this video I have already written some sample title and details of the offer okay so let's assume that this campaign is going to start today and and today you have to set up this end dates to be okay so I haven't explained the strategy to find it let me just go back quickly and explain the strategy you should have a campaign that's that uses these offer of ad formats that offers a percentage of either 50% either 70 percent off of Amazon VC and then you will make this campaign budgets a hundred dollars per day each campaign should last one day only 24 hours and then automatically be discontinued so that you can launch another campaign with the same structure tomorrow and then eight days subsequent like and eight days after that eight days should be told so eight different campaigns that will spend up to $100 the day and each one of these our campaigns should have a couple of different audiences you should be as creative as possible in defining who these audiences are like for example if your product is dog to toothbrush and that's what you're selling then your audience are definitely dog owners but also people who are maybe interested in dog health like you know or mayor maybe are involved in some Facebook groups who are for protection of animals peta peta likes or try and be creative and as creative as possible it's always easier if you can create a look-alike audiences based on your page lights and then you don't have to worry that much about launching new products but it's very tough if you are a new salad and you have to be very creative with making yourself save the audiences on facebook i'm going to show you how i do it just as but still it comes down to what you how creative you are in making these so let's say you have this one campaign that's offer based you are offering 50% off and you have like three or four different audiences that each one of them has their own ad set one ad set per one audience but each one of these different audiences will use the same ad created for the first day and now you should have five or four different creatives and think about what the different unique selling propositions of a product will be and how to like avoid ad fatigue this is a very specific situation where you are kind of like show showing to the same audiences same ad day after day and they kind of like the comp line to it they don't even click on it anymore so make sure you have your systems in place to consistently create new creatives and use new images different product photography maybe a video change like you know there's some kind of aspect of your ads to make sure that they don't get bored by it basically so once you find what is the winner then you can do some retargeting but by then your your product should pick up because you wouldn't be only doing that you want to be only doing Facebook ads but you would also be doing influencer marketing at the same same time and also maybe Google Ads maybe you will drive that additional external traffic to the Amazon listing from your own website maybe you would be doing other things to drive traffic to it so it should be cut by then and retargeting should be like an additional step that you do to make things seem better okay offer redemption is the part where you can choose whether that people can online redeem the offer just online or online and offline so we're going to choose just online because obviously we want to pick up traffic on Amazon I'm just going to write our sample link and here under type of promo code is something that you would choose no code it sounds a little bit strange because there's no code that you should use because it does offer 50% it that says say 50% in the author but basically if you choose that there is no code here on Facebook then you don't have to use it on your landing page and you also don't you just don't make things a lot simpler however if you want to and and this is the kind of person you have two different versions first version where you don't use a code or Facebook on your landing page where you have to use the coupon code on Amazon that's how you do it the second version is if you use a coupon code through some kind of external tools that I will explain in my other videos tools like rebate key that do allow you to make a purchase they allow your purchase allow your customers to make a purchase on Amazon at a full price and then this money is being returned to that so basically it's a whole different approach and this is the first one I'm explaining today the second one will be the rebate key approach so for the time being just choose no code because we will apply a coupon code for this specific product on Amazon you should go on Amazon to your inventory and then visit the inventory page on their offer so basically under offer here you will have different definitions of your product and here under maximum order quantity you should choose one and then you know save and finish because under maximum order quantity this is something that a lot of sellers forget how to do but it's like a countermeasure against your competition where you should choose just to make one purchase available for one person they can't order multiple products at a time they can just purchase one item at one purchase and then if they want to make another purchase they will purchase it again which will raise your ranking and at the same time it will prevent your competitors from purchasing your product and then reselling it as a retail arbitrage somewhere else at a higher price so make sure you protect your listing by setting a maximum or the quantity of one or maybe two if you're more comfortable with that but I won't go more than two and also setup a coupon and their advertising and then make sure that it's let's say under fifty percent or as many as you define that this is the percentage okay also we know that we have checked here in the cerebro tool we have check for this specific keyword that we want to rank for 24 giveaways over a course of eight days is necessary for your product to start ranking higher organically so we know that this is three sales per day and this is some very important step where you would define in your Facebook ads that the total number of offers is available is three offers because you want to make sure that this product sells at least at least three times a day over a course of eight days so if you're more comfortable in making more discounts until really you dominate your market niche or category then by all means go ahead and do that but if you're on a budget then make sure that to minimize that spend and make this campaign run it total three offers available this means that after your three offers expires someone uses them redeems them then practically this campaign will discontinue if this is achieved actually two hours of running ads then the campaign will stop spending your money obviously and if this is done within 23 our stand but still you know it's going to spend more money but usually in my experience it's not that drastical which is the main reason why we set daily budgets up to $100 per day for each campaign and we make each campaign expire after 24 hours and then refresh the creative with the same audiences this is a very interesting approach very different from let's say Google Ads but you had to run something one same campaign same audiences consistently to make it work Facebook is primarily ad hoc it really reacts the high budgets short time of the campaign and all kinds of different new fresh content as as often as possible because of this ad fatigue so what i'm doing here is i'm going to ensure through total offers available that i have these three sales that i need to have and then save budget so that we can pump up that budget tomorrow again over the course of eight days at least so if you can do this longer that's the longer the better but eight days minimum three sales a day founder per dollar per day budget per campaign so that will be the main set settings and we're going to go ahead and see if we can create this ad or this is something that we can write if there are any issues with the kind of creative that you done Facebook will make sure to let you know okay we have our offer ad right now and we're moving on to using audience I'm going to choose create new users save the audience I'm going to choose create your audience custom audience got a little confused because different interface from when you're using assets okay here it all depends whether your sources are going to be website traffic customer lists different videos different Facebook sources it's it's all different based on the type of audience that's following you and the type of business face that you're currently in so you have to make sure that you use defiant very well-defined custom audience for the purposes of your ads you should continue and just save your audience's and create all the other replacements that you find suitable like I mentioned daily budget per on a campaign should be at least a hundred dollars to make this effective then you drive your then you drive your traffic directly to Amazon listing or a landing page that will be a bridge between that alpha ad and your product listing but if you had like a very cool traffic if you don't have your own audiences there already built you're going to need that bridge to kind of like nurture these leads and warm them up before they finally make a step and here's where you can track them and make sure to retarget them again through either through email or through another Facebook ad if necessary to bring them back to the funnel if they abandoned it so to wrap it up you should check first you should know what your main competitor is and what's the Aysen of one of these competitors then make sure to enter that a sent in to cerebro tool to reverse Aysen do reverse asian search choose the keywords that you want to rank for then you would come up with a couple of keywords that you want to rank for and understand how many giveaways per day you've had to ensure that you have to start ranking for this ranking better for your product then go to Facebook Ads create an offer for 50% or 70% of create the same percentage of coupon code on Amazon and then drive traffic to the listing every day throughout eight days and let make sure to limit the amount of offers that you have per day make sure to limit the amount of purchases that that one person can buy make sure to apply that coupon code on Amazon if you using this approach and also to have different various audiences if you have one campaign and five audiences out of which each one has its own ad set and you know every day you are trying to testing out some new different creatives they are today and you're launching one campaign after the other with the same structure of the different creatives then you will know for sure which ad creative is the winner which message resonates best in your targeted audiences so what same campaign same campaign structure and audience is different creative day after day hundred dollars per day and then try and find the winner we will continue to run and refine upon that message so this strategy of driving traffic through Facebook Ads when combined with Amazon PPC internal ads and also influencer marketing and Google Ads and whatever you can do all together will create a synergy of effects that will start ranking your Amazon this thing but you have to be ready to test you have to be ready to lose money in the first let's a couple of weeks be ready to learn a lot and to kind of change ship direction whenever needed just to stay afloat so this is that my experience and it's working for us really well but again they're established seller establish brand so it doesn't necessarily need to be your success story I'm hoping that this will help you you can just play around with it and test and obviously need to spend a little money just see what works and what doesn't work and then it should really take off if you like this content that I've said today make sure to subscribe on our Channel and let me know if you have any questions I'll be more than happy to answer them personally thank you for watching bye bye