How To Create Amazon Facebook Ads for Killer Product Launches

amazon facebook ads

So, you want to run a CPR promotion using Amazon Facebook ads, eh?

Maybe you’ve tried and failed and don’t know why? “It’s a garlic press. No one wants to buy a garlic press on Facebook,” you say.

amazon facebook ads for product launches

Yes, the garlic press is the age-old running joke we Amazon sellers have, but today we are going to get good at selling them with Amazon Facebook ads. In fact, we’re going to get good at selling just about any damn thing!

Manny Coats loves that tactical flashlight in all his video examples, so heck, let’s put together a Facebook ad to sell one of those while we’re at it.

In a bit, I’m going to show you how one of my Amazon Facebook ads for the very same product (dry erase markers) I showed in my post about using Facebook Offers to distribute Amazon coupons here on the blog had a 120% conversion rate and I paid just $0.07 per click.

How did I accomplish that?

Well firstly, it was one of the days during my CPR promotion, so the price tag was low. But I understood that putting up Amazon Facebook ads is not just about your offer and demographic targeting; equally important is your messaging to that audience.

So, are you ready to improve your digital marketing skills and learn how to create amazing Amazon Facebook ads which speak to your target customer, so your CPR promotion is a success?

I might even let you peek in on a few of the Amazon Facebook ads I run.

Okay let’s jump right into it, shall we?

Facebook Marketing Is Interruption Marketing

This is the first point you have to grasp before you can run Amazon Facebook ads successfully. Unlike Google Ads or Amazon PPC where people are actively searching for what you have to offer, people don’t go to Facebook to buy your garlic press.

If you were running a Google ad, then you’d be targeting keywords like “buy a garlic press” or “best garlic press.”

But Facebook doesn’t work like that.

With Facebook, you have to interrupt people from whatever else it was they were doing. You must convince them that they need to stop, come to look at the product, and buy my product—preferably NOW!

One of the best ways to capture their attention is through your “ad creative.” The ad creative is the image in your ad.

Here’s an example of ad creative I ran a while back (I bet as you were scrolling down the page reading, your eyes jumped to it before you read up to that point, right?). Now you tell me, would this image not just jump out at you if you were in my target audience and you were scrolling through the newsfeed?

how to create amazon facebook ads

Facebook Ad Images Are Like Amazon Supplemental Images

Sometimes you go straight for the attention-grabbing image like the one pictured above and then rely on your copywriting skills to sell it. But many times, it’s better if your image does a little more.

posted some thoughts I had on the High Rollers Facebook Group on how the purpose of your Facebook ad creative is very much like the purpose of your Amazon listing’s image.

In that post, I mentioned how when making Facebook creatives (remember that’s the image in your ad), there are three types you can pull from:

  1. Images which invoke a little trust (celebrity, influencer, popular brand, USDA, etc.)
  2. Images which convey an excellent offer too good to pass up (discounts)
  3. Images which reflect your ad’s hook (the benefit of using your stuff)

The more images you can incorporate, typically the better, but testing your images to see which ones resonate with your audience the most is best.

If you’re unfamiliar with what a “hook” is, we’ll get to that in just a moment—and trust me, you want to know what a hook is and get good at creating them because it’s what can really convince people to buy your product today.

The idea I was proposing in that post was how creating a Facebook image to capture attention is very much like what your Amazon product listing’s images are supposed to do.

That is, they should show off the benefits of your product, not just the features. Your primary product image on Amazon showcases the product, which basically is a feature.

But the real goldmine is in your supplemental images where you can really reach out to the customer and tell them through images why they should buy your product.

A good set of supplemental images on our Amazon listings do things like:

  • Tell a story
  • Show the benefits of the product
  • Demonstrate how it’s used
  • Build a little trust
  • Show how the customer belongs, and they say, “this is for me.”

They are not there to show:

  • What the product looks like from the side
  • What the product looks like from the back
  • The packaging it comes in
  • How it’s red, not blue
  • The size of it when a shadow person is holding it in their palm (you’ve seen this one, right?)

Do these things listed directly above, and you’ll help the customer to buy someone else’s product.

The creative in your Amazon Facebook ads should reflect the first list above. If it can grab someone’s attention and invoke some emotional response or demonstrate a useful benefit to the person, he or she might stop the scrolling and look at your ad.

Let’s Looks at Some Ad Examples

We’re going to talk about the messaging in your Amazon Facebook ads in just a moment, but for now, realize that you can have ad copy that is shorter in length or longer in length. I’ve even seen some which are like a full-blown blog post.

When running ads to a cold audience, longer (or more) text in your ad might be needed to help convince people to buy your product.

Pictured below is an Amazon Facebook ad I ran featuring some herbs growing in some pots. This is an ad creative I’ve found gets more clicks than many other ad creatives I’ve run. It hits on a couple of those points I mentioned above.

  • It’s Non-GMO / USDA Organic (trust, feature)
  • It’s fresh and healthy (advantage, benefit)
  • You can grow a lot of it and save money (advantage, benefit)

product launch ad on facebook

Remember that Facebook Offers blog post I mentioned earlier here on the Helium 10 blog?

When I did that recording, I wasn’t doing an Amazon product launch or promotion, I just ran through the motions so I could demonstrate how to set up a Facebook Offer, but I did get a couple of sales before I shut off the ad.

Although I turned it off too fast to make a concrete decision on if it was one of my better Amazon Facebook ads or not, it certainly looked promising. Here’s what happened:

If you recall from the video, this was the ad I sent out:

amazon facebook ads with coupon code

So how did it turn out?

amazon facebook ad

As you can see, the ad only went out to 48 people, and I had two link clicks which I confirmed resulted in a sale and I spent $0.46 on each one of them.

Let’s do a little math to figure out our conversion rate:

Conversion Rate = Sales / Link Clicks *100

2 Sales / 2 Link Clicks * 100 = 100% Conversion Rate

Sounds good, right? Hell yeah, it sounds good, and if you do it right, you can even improve on that.

Where, you ask? It’s a 100% conversion rate, how can you do better than that?

For starters, you can try and get your cost per click down and then also if your ad gets shared in various Facebook groups, your conversion rate will show higher than 100%.

Remember that 120% conversion rate I mentioned at the beginning of this article? Here’s how I got it:

We were promoting the same dry erase markers, but this time I was doing an actual CPR promotion. We targeted the exact same audience demographics, but this time instead of short ad copy, I used a little more ad copy to help sell it.

Here’s the ad:

amazon facebook ads that convert

And when they clicked “Learn More” to read more of the ad, this is what they got:

amazon facebook ad strategy

Here are the numbers for that particular day. I ended up shutting down the promotion for the day after I reached 12 units sold because that was enough for what I needed.

This was the Amazon Facebook ads reporting:

amazon facebook ad reporting

As you can see, I got ten clicks at the cost of $0.07 per click. For the previous ad where I used the short copy, I paid $0.46 per click ($0.92 for two clicks). With the long copy ad, I paid $0.69 for ten clicks!

That’s a pretty decent improvement over the original, even though the original had a 100% conversion rate. But even better, here’s how many sales resulted in this longer copy ad: conversion rate for amazon product launch

That’s 12 units sold with the promotion, but Facebook is only reporting 10 Link Clicks, how is this possible?

After asking customers how they found our product offering even after my ad was turned off, they replied that the promotion was shared in a Facebook group they were all in, which then got shared from there, etc.

So, I got two extra sales which I never had to pay a cent for.

Now if we do our math on this day’s promotion, here’s what we end up with:

  • Conversion Rate = Sales / Link Clicks * 100
  • 12 sales / 10 Link Clicks * 100 = 120% Conversion Rate

So how do we craft an ad which gets people to take action?

The answer is hidden and uncovered in the next section:

Understanding the Offer, Hook, Customer Avatar, & Messaging

When you create Amazon Facebook ads to sell your product during your promotion, essentially, you’re creating an offer. You’re basically saying, “Here’s my product. Here’s a coupon. Now please go buy it on Amazon for me.”

The problem I see is this is where many people give up. They feel they’ve done their audience targeting, put an ad in front of this person and they didn’t buy. So, at this point, they give up because they’re just burning a hole in their pocket.

Depending on how much the person you targeted your ad at really needs your product NOW, a cold sale can be tough to get on Facebook because remember, we are interrupting them with our offer—they weren’t looking for it.

Think of it as our most favorite profession in the world—phone sales. Or if it makes you feel better—the door-to-door salesman.

Cold calling people and trying to sell your product to them is about as tough as it gets. Now it gets a little easier if we know the person we are calling is interested in our kinds of product offerings, like maybe vacations. And it gets even easier if we know they know about us already.

Of course, then it gets even easier if they’ve done business with us before and enjoyed the experience (a “warm/hot audience”). Hopefully, those people won’t hang up immediately.

Let’s apply this to your Facebook ad: if you’re offering a product like a garlic press, which no one needs IMMEDIATELY, and they’ve never heard of you, then you’re going to have to hook them with some benefit as to why they need this in their life TODAY.

Ideally, that benefit speaks directly to their personal or unique problem (and not simply because it’s easier than chopping garlic with a knife).

In other words, it’s a harder sell because it’s not a big enough pain point for most people to make it an easy sell.

But, if you can uncover a specific problem, or a pain point, uniquely fitted to particular people, you can show them your ad about how your garlic press will solve this problem for them…and you’ve hit gold.

More on uncovering that hidden pain point in a moment…

However, let’s say you’re selling a right front fender for a 57′ Chevy and it’s at one heck of a deal. Your ad appears to someone who is in need of one, and if your ad creative can help stop the scroll and get them to read about your offer, then you might have an easier sell; 57′ Chevy fenders aren’t as easy to come across as a garlic press.

The bigger the problem someone has and the harder it is for them to solve easily, the easier sale you’ll make if your product solves their problem. And we all know buying on Amazon is easy.

Understand this: Facebook is about positioning the right product in front of the right person at the right time.

I’m going to take it one step further and say it that it’s about positioning the right product, in front of the right person, with the right messaging, at the right time.

Ad Messaging (it’s part of your targeting)

Most people understand the basics of ad targeting. You know, the part where we say we’re targeting people between these ages, lives in this area, has this much income, has interests in X, Y, Z, etc.

But few people understand that the messaging is equally important for you put in front of these people.

IMPORTANT: Your ad copy should try to invoke a positive emotional response.

I can’t believe it’s been this long, but eight years ago, I did a guest post on the popular copywriting blog, Copyblogger—it was titled, “How to Use Emotional Copywriting to Kick-Start Your Sales.”

In that article, I mention how selling (especially these days with the Internet) is about making connections—whether they are with you and the ones others make in their lives based on the words you say.

Here’s an example: the big guy, Mr. Manny Coats always uses the Tactical Flashlight for examples, so let’s create a rough draft Facebook ad, and you tell me which one you think would sell it better.

Here’s our product:

manny coates product example for Cerebro

I’m not a tactical guy, but is it me or is that a lightsaber?

You wouldn’t want to run Amazon Facebook ads speaking only how it’s brighter than other lights, lasts much longer, or even how it attaches to your rifle. Those are great features, but you and I both know that’s not what sells it. So, what does?

The emotional connection you make with the person, their love of tactical stuff, and solving problems. Which of these Amazon Facebook ads do you think would be the best bet to go with?

Tactical Flashlight Example Ad 1 

amazon facebook ad example 

Tactical Flashlight Example Ad 2

facebook ad example for amazon listing

Bam! Number 2 makes an instant connection with the person between you and their love of tactical equipment, whereas the first one is telling them all about its features.

The second one makes the person say to themselves, “Yeah, that’s me. Yeah, I’ve got a tactical belt which is starting to get too heavy;” the second one is also all about you helping them improve their tactical experience.

However, the first is more about asking them to do you a favor and check out your product.

And that leads us to the Facebook hook.

What Is a Facebook Ad Hook?

create excitement for amazon product on facebook

Your offer is the deal you’re providing to customers—let’s say it’s an 80% discount on the unexciting garlic press.

Your hook is the reason why someone would want to buy your garlic press. To put it another way, the hook conveys the benefit of using your product, such as how it’s going to make their life easier, faster, smarter, richer, healthier, better, etc.

Which one is this, a feature or benefit?

“With our garlic press, you don’t even have to peel the garlic; it’ll peel it for you.”

It’s a feature, right?

What about this one…

“Spend less time in the kitchen doing prep work using our garlic press—it peels the garlic for you.”

It’s a benefit–less time doing prep work. And on a side note, peeling garlic sucks.

You wouldn’t want to sell your product in a Facebook ad with that feature—you’d want to highlight the benefit.

Here’s a little trick I do to try and discover a great hook to use for my ad:

You know how people say if you want to reach a goal you should try planning it backward?

Start at the end and work backward until you uncover what you should be doing each day to accomplish your goal.

I use this method to uncover a deep reason why someone might want my product so that I can come up with a good hook. Ask yourself, “Why do they want my product?”

Then ask “Why?” to that answer and “Why?” again. Ask “Why?” three or four levels deep and you’ll come up with something emotional to the customer.

I’m a Paleo/Keto person, so I have to cook just about all my meals. It’s a bit of a pain, but I feel really good. One of my pain points I have is how long it takes to prepare, eat, and clean up dinner.

I’ll do all the prep work in the kitchen, cook the meal for our family of six, and then hopefully get some help to clean it all up. I’m in the kitchen for hours each night it seems cooking dinner.

So, let’s say you’re selling a garlic press and you need to figure out how to get me to buy it during your CPR promotion.

You ask yourself, “Why would this person want a garlic press?”

The Answer: To save time in the kitchen and because it’s a pain in the neck chopping garlic.

But don’t stop there! Just saving a little time in the kitchen is a good start, but it’s not enough to spark that “Yes I need this now” emotional response out of me.

So, you then ask, “Why does John want to save time in the kitchen?”

The Answer: Because he can think of a million other things he could be spending his time on other than peeling and chopping garlic in the kitchen.

“Why is he peeling the garlic in the first place?”

The Answer: Because he wants his kids to grow up eating healthy like him and remember how their dad used to cook the best tasting food ever for the family. Maybe one day they’ll even want his special recipes.

“What could John do with that extra time if he could get it back?”

The Answer: Spend time with his kids making good memories and not feeling exhausted after cooking dinner.

With those answers in mind, here’s how your targeting should go down:

First, you want to target your customer avatar’s demographics in the Facebook Ad Set level. We’ll go over the customer avatar shortly—and make sure you get to it because it’s SUPER important to know who you’re talking to.

This avatar profile might include something like:

  • Male or female between the ages of 35 and 50 and lives in the United States
  • Likes cooking channels like the Food Network, Paleo, Keto, Food Network Star, Rachel Ray, Cooking Magazine, etc.

You might even add in that they like coupons or Amazon.

But this is just one part of your targeting. It’s the audience targeting; now you need your audience messaging to complete your targeting process.

Now instead of having an ad which says “Here’s a garlic press for X percent off, go buy it…”

Now we know we have to include the right messaging for that guy who is 40 years old and likes to cook for his family, etc.

Here’s a quick ad I created as an example:

targeted facebook ads for amazon products

Okay, I haven’t run this ad, but it’s a good start and is just off the top of my head. Normally to craft a good ad you’d spend some time on it. The great thing is if you’re doing a deep discount CPR promotion, you’ve got a HUGE head start because you’ve got a kickass offer, which makes selling it much easier.

amazon facebook ads, helium 10, product launch, how to create amazon facebook ads, helium 10 cpr

amazon facebook ads, helium 10, product launch, how to create amazon facebook ads, helium 10 cpr

Selling to Your Customer Avatar

Do you know what a customer avatar is?

Okay, and if you know that, do you think you know and can describe a few of your other customer avatars?

“A few other of my customer avatars… huh?

Let’s step back for a moment and restate something I said earlier in this article:

Facebook marketing is about positioning the right product, in front of the right person, with the right messaging, at the right time.

The more of those four points you hit above, the easier the sale is going to be.

So, at this moment I’m zeroing in on these two points:

  • The right person
  • The right messaging

In his book, 80/20 Sales and Marketing, Perry Marshall says:

“Selling to the right person is more important than all the sales methods, copywriting techniques, and negotiation tactics in the world. Because the wrong person doesn’t have the money. Or the wrong person doesn’t care. The wrong person won’t be persuaded by anything.”

Let’s do one more example to make this whole messaging topic and multiple avatars all clear:

Let’s say you sell an electronic padded drum set and you want to create some Amazon Facebook ads to help you sell it.

amazon facebook ads, helium 10, product launch, how to create amazon facebook ads, helium 10 cpr

Without spending tons of time on figuring out your customer avatar, you jump right into Facebook’s Ads Manager and figure you’ll use their targeting tool found in the Ad Set level to target people who you know would want an electronic padded drum set.

You might have written down a small list of things someone who would want an electronic padded drum set might like or be doing, so you start with those in the Facebook Targeting tool.

You might come up with an audience who aligns with the following characteristics:

  • Likes Rolling Stone Magazine
  • Likes Drum! Magazine
  • Identifies themselves as a musician
  • Likes TAMA (a drum brand)

Sounds like things people who are drummers would like, right?

Let me ask you this: Do you think it’s possible that two people would like all of the above and be two completely different kinds of people in two different kinds of environments?

Of course, it’s possible, and we have to tailor our message to both of them correctly. In fact, by zeroing in on the correct avatar we are going to advertise to, this may influence the first targeting we did in the Facebook Tool.

Let’s look at two different avatars:

  • Person A is a dentist who moonlights as a drummer in a jazz band on the weekends.
  • Person B is a heavy metal drummer who drums for a living and tours from state to state.
  • Both people are an ideal candidate for your product. With electronic drums, you can throw on the headphones and rock out without disturbing your 90-year-old neighbors watching Wheel of Fortune.
  • Both people read about what’s hip in the music industry and subscribe to Rolling Stone Magazine and Drum! Also, both people might happen to play drums on a TAMA set.

But do you think you should speak to these two people in the exact same way? Do you think they will respond equally to the same message or hook? Probably not.

Even your ad creative would probably look different.

The hook for the dentist might be how to keep your neighbors from hating you while the hook for the heavy metal guy who travels a lot might be how your drum set stores easily away in a tour bus.

Another avatar might be a teenager in school who is learning to play the drums.

Here you might target the kid’s parents and start your ad with, “Got a teenager who plays drums and drives you nuts?”

Back to our garlic press for a moment—here’s a few example avatars which could be expanded upon:

  • Cook or Chef who works in a busy restaurant in a busy city
  • Me—a busy entrepreneur who eats healthy and cooks healthy dishes for his family where time is an issue
  • A healthy home cook who loves the outdoors and camping
  • Owner of local health food store in a small (or big) town

They all might love the cooking channel. They all might love discovering new recipes online and in magazines, but you’d tailor your message to them in different ways.

Better understanding your avatar can also then influence your targeting you set up in the Facebook Targeting tool. Google is my best friend when it comes to researching my customer avatar, so is my customer list.

Tip: Survey Your Customers to Learn More About Who’s Buying Your Stuff

I create my customer list from some Amazon Facebook ads, but also my packaging insert. The insert has one task, which is to get the customer to grab their phone and go to a specific URL I set up to register their product for the warranty and watch an unboxing video.

The URL is a simple one, like mysite.com/warranty. That URL then redirects to the actual page, which is a Typeform page that asks their name, email, etc. But the page also asks two critical questions:

amazon facebook ads, helium 10, product launch, how to create amazon facebook ads, helium 10 cpr

amazon facebook coupon code ads

If they enter their email and say they would like to receive coupons, I put them in a segmented list or a list all on their own.

If we can get the customer to answer a question or two about why they bought our product and learned a little about the situation they’re in, we can begin to craft better Amazon Facebook ads.

Really digging into how to uncover your various customer avatars is a little beyond the scope of this article, but Digital Marketer has an excellent article on this (and free worksheets you can download) in a blog post The Customer Avatar Worksheet: Finally, Get Clear on WHO You Are Selling To!

What If You Have A Unique Product No One Knows About?

A unique yet unknown product is definitely a tougher sell if you’re going straight to a cold audience. If you have a new product people are totally unaware of, then you have multiple hills to climb such as:

  • They might not be aware they have the problem to begin with
  • They have never heard of you
  • They might not understand how your product will benefit them

Your best bet would be to build up warm audiences by doing the following:

  • Running some ‘Like’ campaigns for your business page.
  • Sending traffic to your website where you can install a pixel on them for retargeting, and they can read a blog article about something interesting (make sure it relates to your product).
  • Have a lead magnet or what we digital marketers call a “tripwire.”

The great thing is if you’re doing a CPR promotion, then you’re making an excellent offer, and your hook doesn’t have to be as strong.

Also, you will likely have better success with cold audiences (that doesn’t mean you should skip a good hook, by the way).

If you’re going to try to do a CPR promotion for a product which is largely unknown, and you don’t have a good email list or following to market to, then I’d probably do a Facebook ad with lots of text written to try and convince people to take the offer today.

In general (in marketing that is), if it’s a product people are unfamiliar with, comparing it to something else which people are familiar with is a good idea (metaphor).

For example, I’m a Star Trek fan and years ago I didn’t know what a probiotic, or gut bacteria, were. I do now because I’m a keto/paleo health-minded person.

And yes, I’m going to work the Borg into selling a supplement! You got to love this marketing stuff, right? It’s okay to have fun with it, but be smart.

If you were to run an ad on Facebook about your probiotic supplement, which is something I’m totally unaware of and unaware that the problem of bad (or not having enough good) gut bacteria is important…I would skip over your ad.

So how might you capture my attention and get me to read your long Facebook ad copy to convince me I need this NOW, TODAY?

Try incorporating a metaphor so I can instantly understand what it is you’re selling.

“Probiotics – It’s the Borg Nanites Of the Human Body”

(If you’re a Star Trek fan, you’ll get this.)

Your Facebook Ad’s Relevance Score

Facebook will give your ads a relevance score between 1 and 10 with 10 being the best.

This score is important for a number of reasons:

  • The higher the score, the less per click you pay (cha-ching!)
  • This score can tell you just how well your ad is resonating with people. Use this as a gauge as to whether or not you should consider tweaking your ad
  • If your score is too low, it can actually make you pay more per click in other campaigns

For me, if my relevance score is below a 5, I know I’ve got work to do. If it’s a 5 or 6, I’m relatively happy though I might try making it a little better.

One important thing to note: Your relevance score won’t show up immediately. Facebook must first let your ad run for a little while, so it can gather data. From that data, Facebook can figure out how people are reacting to your ad and then base a score on that information.

If you get a relatively low score, you might want to give it just a bit longer before redoing everything. Often, my scores will start out at a ‘3,’ but quickly go up from there after more people have seen my Amazon Facebook ads and interacted with them

Campaign Objectives

Creating a campaign is the first step when setting up your ads in Facebook Ads Manager. So why would I save the beginning steps for the end of this article?

Because like most good plans in business, it’s always best to start with the end in mind. It’s best to fully understand where you’re going, how you’re going to get there, and who you’re planning to meet before you embark on your journey.

Choosing your campaign objective is kind of like being the captain of a football team who picks his players. There’s a large number of people who you can choose from to be on your team and it’s your job to pick which players you think will play the best for the kind of game you want to play.

Hey, did I just make a metaphor to explain campaign objectives?

You wouldn’t pick a punter to be your quarterback. Nor would you pick a center (the big guy who hikes the ball and protects the quarterback) to be your wide receiver.

Setting your campaign objective is kind of like picking who you want to play with.

Facebook categorizes its users into:

  • Clickers
  • Buyers
  • Likers
  • Commentators, etc.

And you can choose which ones you want to reach out to by setting your campaign objective.

For our purposes, which is to find people who are likely to click on our ad, visit a webpage off Facebook, and buy something—We typically look to work with the “Traffic” objective or the “Conversion” objective. 

If you’re more advanced you can precede that with other campaigns to build warm audiences, but for the purpose of doing a CPR style promotion, the Traffic or Conversion campaign objectives is our best bet.

On a side note—aside from Store Visits, these are the only two campaign objectives you can choose from if you’re going to do a Facebook Offer.

amazon facebook ads, helium 10, product launch, how to create amazon facebook ads, helium 10 cpr

So now that we know which objectives we should choose from, which one should we try?

Remember I said Facebook categorizes its users into clickers, likers, buyers, etc.?

Here’s how these two break down: 

Traffic Objective

When your intention is to lead people to your website or some kind of landing page and you have no specific actions you wish them to take, then you’d choose this objective.

This is a good objective to choose if you want to build a warm audience by sending people to a blog article or something.

When choosing this objective for a coupon promotion, I always optimize the ad delivery for Landing Page Views (visible in the Ad Set level where you do your targeting).

amazon facebook ads, helium 10, product launch, how to create amazon facebook ads, helium 10 cpr

At first sight, this doesn’t seem like the objective we want, does it?

After all, we do want them to visit a specific site (Amazon) and do something specificwe want them to use our coupon and BUY!

Let’s take a look at the Conversion Objective and we’ll circle back as to why I said the Traffic Objective should be on your list.

Conversion Objective

This objective is designed to show your Amazon Facebook ads in front of people who are likely to enter their email address to get something like a coupon, lead magnet, or convert into a sale.

So basically, if you’re wanting to sell something, the Conversion Objective is a great option.

Now circling back to why the Traffic Objective is on our list even though those Facebook users are not what Facebook classifies as “people who are as likely to give you their email address or buy something (I say “as” because it doesn’t mean they never do).”

Firstly, the Conversion Objective requires the use of a Facebook Pixel. The pixel should be installed on your website, specifically whatever page you believe someone should land on and be considered a “conversion,” then that’s what your conversion event will be.

amazon facebook ads, helium 10, product launch, how to create amazon facebook ads, helium 10 cpr

So, unless you have a funnel set up where you lead people off of Facebook, have them do something like give you their email, land on a Thank You page, and then head over to Amazon (all from your own website or controlled landing pages).

The Conversion Objective is not going to be something you can use because you can’t put a Facebook Pixel on Amazon.

This is why in my Facebook Offers tutorial, I used the Traffic Objective rather than Conversions Objective—because we were sending customers straight to Amazon.

Here’s another (second) reason why you might start with the Conversions Objective but then switch to a Traffic Objective:

If your ad is not creating any conversions, then Facebook’s algorithm is going to have a hard time figuring out who it should be optimizing for. In other words, Facebook is unsure which people it should show your ad to because it doesn’t have a good base to make a decision off of.

If you find that you not getting many conversions, then, of course, you might want to examine your ad and landing page. You might have better luck if you try a Traffic campaign. At least those people are likely to click on Amazon Facebook ads to view websites off Amazon’s platform.

Conclusion

If you’ve read this entire post on creating effective Amazon Facebook ads, leave a comment below and let me know because you rock! That’s a lot to take in for one article and I’d love to hear your comments.

Facebook is an interruption advertising platform, and users are not there to buy your product right now. It’s our job as savvy digital marketers to get them to stop what they’re doing and pay attention to what we are saying and offering.

We do this by capturing their attention through interesting, sometimes color-clashing creatives which might tell some kind of story in it (a picture is worth a 1000 words). Once we’ve gotten their attention, it’s time to tell them about our Offer, but to sell it, we use a Hook (how our product will benefit them).

Targeting is not just about demographics. A complete targeting strategy includes two things:

  1. Demographics (which we can use tools to uncover)
  2. Messaging (calling them out in the ad [e.g. “Teachers!”])

If you’re giving a CPR-style promotion with Amazon Facebook ads a go and it’s not gaining any traction even with a 90% discount, try changing up your ad a little. Sometimes your demographics targeting can be spot on, but your messaging just isn’t resonating with the customer. Try doing long copy Amazon Facebook ads like I did with this one here:

amazon facebook ads, helium 10, product launch, how to create amazon facebook ads, helium 10 cpr

With this ad, I had a Relevance Score of 7 and gave away all the coupons I wanted in a very short amount of time (I think it was around 40 minutes). Other times you might try a short ad or add in a few emojis.

I hope you found this article informative. I had a lot of fun writing it and I look forward to chatting with you in the comments below or in the Helium 10 Facebook group (or FBA High Rollers).

 

John Hoff is an e-commerce/Amazon seller, entrepreneur, Helium 10 user, and Amazon FBA High Rollers Facebook Group member. “It’s my mission in life (purpose) to continue to grow in my education, success, and achievement so that I may share with others what I have learned in an effort to contribute and help them achieve their own success. I have an obsession to evolve as a person. My positive self-interest is the best way I can contribute to those around me.”

John Hoff

is an e-commerce/Amazon seller, entrepreneur, Helium 10 user, and Amazon FBA High Rollers Facebook Group member. “It’s my mission in life (purpose) to continue to grow in my education, success, and achievement so that I may share with others what I have learned in an effort to contribute and help them achieve their own success. I have an obsession to evolve as a person. My positive self-interest is the best way I can contribute to those around me.”

16 thoughts on “How To Create Amazon Facebook Ads for Killer Product Launches

  1. Hello, John Hoff.
    Thanks for the article, very useful.
    I would like to ask a few questions:

    1) I launched my first product, but I do not feel happy. First I started on JumpeSend and in a week I got 20 sales, 3 sales from Amazon PPC and 17 is promotion. In total. I have 360 ​​product units, the margin is 30%, the cost is 12.99. On the main key request there are 2000 sentences, I did not even enter the first 13 pages. Now I’m trying to run a facebook advertisement without a promotion to determine my audience.
    The situation is as follows: I am far from the first page, the Amozon PPC eats my money, there are no sales.

    2) I do not have any feedback, maybe it’s the case, I read the Amazon rules about manipulating feedback and decided to earn them honestly, but from the first 20 sales, I did not even receive feedback as a seller. I know need more time, but I feel I’m doing something wrong and I can lose all my money.

    Thanks for any help.

    1. Alex, there’s so many reasons why your product might not be selling. My suggestion is to post some questions and ask for suggestions in the High Rollers Facebook group. There’s a lot of people who can come together to help. As for FB ads, if you’d like to test things there to maybe find audiences who respond well, you can try Like campaigns and boosting some posts you make to your Facebook page to see what kind of content people might be resonating with. If a boost post does well, you might consider turning it into an ad.

  2. Great article. I’m a FBA beginner and this type of detailed, content rich information, that you have taken the time to lay out so succinctly, is of great benerfit to me and the who community. I really appreciate your efforts. Many thanks.

    1. Thanks James for the comment. Since you’re a beginner I’ll mention this… getting the product to Amazon (for me) is the easy part but after that, we become marketers.

  3. Hi James and you got it. It really is about just becoming better at marketing once we have our products, isn’t it?

  4. Hi John,
    I just re-read your article, maybe I like it a lot? 🙂 What is the sequence you suggest when using the Traffic objective? Something like:
    FB ad -> Landing Page -> Amazon

    or

    FB ad -> Amazon

    (Amazon == 2-Step URL link)

    Thanks in advance.

    1. Ramon, if you’re not setting up either a Messages objective or a Conversion event, then Traffic would be the way to go. Just remember that Facebook classifies its users into classes (clickers, likers, and buyers). Traffic would be the clickers. People who are more prone to click on an ad to go do something (like reading a blog article). When your objective is “Conversions”, that tells Facebook to find the people in your target audience who are more likely to convert (i.e. give you their email in exchange for something or buy something).

      So if you’re using the Traffic Objective, then it would be to send people off Facebook to read a blog article or check something out where you’re sending them off Facebook, not necessarily to buy something. If you want them to buy something, Conversion is usually the best way to go–the one thing there is that you have to set up a conversion event. With Amazon, you can’t set a FB pixel on a thank you for purchasing page or added to cart page, so the conversion event would be something like if they give you their email address in exchange for a coupon or some other offer / lead magnet you’re giving them.

      If your’e sending people straight from a FB ad to your Amazon listing (not really the best option), Traffic would be the one to choose I suppose. If you’re sending people from FB to a landing page but there’s no email optin, just a link to your Amazon listing, then again I suppose Traffic would be your choice.

      But if you’re sending people to your landing page and asking for their email, then Conversions is definitely the way to go.

      I hope that makes sense and answers your question.

  5. Hi John,

    Thanks for this article. It is very helpful to me.

    I want to direct the facebook traffic on the amazon to grow on a kw.
    What kind of URL do you recommend?
    thank you

  6. Hi Ramon,

    If I’m running ads and spending money (likely losing a little or break even), I definitely make use of landing pages where I either capture people’s email addresses, subscribe them to a Messenger list, or both. Years ago when I was new to all this I did a little FB straight to Amazon but it’s much better if you can build your customer base in the process by capturing them on some kind of list so you can market to them, build trust, launch new product to, etc.

    Once your list is big enough (and they like you), you might not even need to run ads for a launch.

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