Do you have an Amazon brand?

Did you know you can use Facebook ads to drive more sales for your Amazon listing?

If you sell on Amazon, I recommend spending 5–10% of your ad budget driving traffic to your listing from channels like Facebook and Instagram…

And in this post, I’m going to show you exactly how to leverage paid advertising to promote your brand outside of Amazon…

Then send those folks back to your listing to buy.

I’ll give you my #1 ad formula, the easiest ad model to start with and the exact ad copy to write to get you started.

My Personal Advertising Model

I spend millions of dollars on this ad model right here.

It begins in the top left with with a video ad promoted on Facebook, Instagram, YouTube, or another marketing channel.

From that video ad, I link to a piece of content that engages the viewer in a conversation about an experience they’re having. In my case, it’s a presell article called “5 Makeup Tips for Older Women” that I host on my store’s website.

From that article, readers can click and view our products on our store page. Those are the first 3 steps in my ad model, and they look like this:

The Difference Between Facebook Ads and Amazon Ads

What Amazon sellers really understand is query-based advertising. That’s when someone types searches for a query on Amazon, like “smoker,” then you show them an ad for a smoker.

But Facebook advertisers need to use what’s called “contextual traffic.”

That’s just a fancy way of saying that the goal of Facebook ads is to give your prospects relevant content based on what you know about the person you’re advertising to.

In Amazon’s query-based advertising, the customer is already looking for the product you sell, but that’s not the game on Facebook.

Luckily, one good video ad is enough for some great contextual advertising.

The Hard Way vs. The Easy Way

Let’s start with the hard way. Here’s what my ad model looks like completely filled in with real examples:

The reason is because I want a longer sales cycle to get the most value per visitor. That’s why I send them through these 6 steps:

1. Video Ad

2. Presell

3. Store Page

4. Product Page

5. Cart Page with Upsells

6. Upsell Page

Then I add them to our email list so I can market to them more in the future.

But you don’t need to set up all those pages to get started. I’m just showing you this because it’s what you want your ad model to eventually look like.

Now, let’s look at the easy way.

The Easier Way

The more common model is to omit the presell page and the store page. This is an easier way to get started if you’re new to Facebook ads, and it looks like this:

I’d guess that 95% of products advertised on Facebook use this model, leading their video viewers directly to a product page.

How to Get Started

I want you to see these models so you have context, but in this post we’re going to focus on the easier model that goes straight from an ad right to your offer:

This is absolutely the place to start. It’s a really good model.

And to make it even better, you can send them from your video ad to a landing page that offers a 10% discount. This way, when they click over to your landing page you can pixel them and remarket to them later.

Okay, now I’m going to show you the most successful video ad formula we’re using in my business right now.

Remember: If your video ad doesn’t actually get their attention and spark their interest, then no ad model is going to work. You must get this part right.

The good news is you only need to get this right once.

My #1 Video Ad Formula

Currently, this “Love-Demo-Love” formula is our top performing video ad, and it’s simple enough that any brand can use it.

All you need is someone who has used your product and likes your product, and is willing to record a video testimonial. Then, you use that testimonial like so —

1. Love: Start with the face-to-camera customer testimonial about your product.

2. Demo: Edit in a product demo video.

3. Love: End with another face-to-camera customer testimonial about your product.

This simple formula has been outperforming everything else all year.

And it doesn’t need to be fancy! All you need is a cheap iPhone video recorded by one of your customers.

Now, I’ll break this ad down a little further and show you exactly how to copy it for your brand.

The Love-Demo-Love Ad Formula

Once you have your customer testimonials and product demo videos sandwiched together, you need to construct the ad unit and write the sales copy.

This Love-Demo-Love ad has 6 parts — copy them.

6 Important Ad Elements:

1. Square Video Canvas (so It’s Bigger on Mobile)

On mobile, square videos take up 70% more screen real estate than rectangular videos, and it’s easy to do. Ask your video editor to overlay your Love-Demo-Love video onto a square canvas.

2. Headline Edited into the Video

Now that you have a square canvas but a rectangular video, you have extra space above and below the video. We use this real estate to add a custom headline in large font.

3. Add Your Own Captions

Then we use the space below the video to add our own captions (as opposed to Facebook’s), so we can make them bigger and easier to read.

4. Use Ownership Benefit Copy as Your Call to Action

Forget about features and instead focus on the solution your product gives to the user. In our case, we don’t describe the makeup sticks in the CTA because that doesn’t pique interest.

5. Social Proof at the Top

You will never write better sales copy than your customers. So along with the social proof that we have in the Love-Demo-Love video, we also take a quote from that customer and use it as the first line of our sales copy.

6. Ownership Benefit Below Testimonial.

Again, save the features for the product page. In the ad copy, tell them in one line how your product will change their lives or make them a different person.

Nothing about this ad formula should feel complicated.

You probably have all the video assets you need already, and if you have multiple video testimonials (like we do) then you can use this same formula to create endless variations.

Most of our ad budget on Facebook goes to some version of a Love-Demo-Love ad, because:

A. It works super well

B. It’s easy to copy

It’s simple but it works, and it’s pretty straight forward to scale once you have a winning video ad in place.

You Only Need 1 Good Video

Dollar Shave Club, Purple Mattress and plenty of other big brands have lived on one good video for a very long time.

People think that quantity is the game: “I need tons of content! I need tons of video ads!”

Not true. You really just need one, at least for now.

You need one good video ad that engages people and then makes them an offer that they’re interested in.

One ad is all it takes to diversify your sales off of Amazon and add Facebook as a second revenue channel.

Bonus: This Helps Protect Your Brand!

As soon as you understand how to start driving traffic to your listing from outside of Amazon, you begin defending yourself against new and disastrous changes to Amazon’s query-based search algorithm.

This is how you start to build an audience and collect brand assets like email addresses and retargeting lists — things you can use to generate sales on your own terms.

A lot of Amazon brands have plummeted from page 1 of the search results because Amazon updated their ranking system, deleted reviews or froze their account…

But by learning how to leverage Facebook, Instagram, YouTube and other social channels, you can generate sales and traffic to your listing, and future-proof it as well.

Want to learn how to start an Amazon business?

If you want to build an online business then Amazon is 100% the best place to start, and my friend Mike is 100% the best person to teach you.

He’s helped 1000s of entrepreneurs launch their first listings and turn them into profitable sources of income.

Watch the limited-time recording of our new webinar to learn how you can do the same: The 4 Steps to Building a Million Dollar Brand on Amazon

Highlights:
00:33 My Personal Advertising Model
01:00 The Difference Between Facebook Ads and Amazon Ads
02:35 The Hard Way vs. The Easy Way
02:50 How to Get Started
03:30 My #1 Video Ad Formula
04:50 6 Important Ad Elements