Today, we are going to take a look at how Amazon Facebook ads are used to drive sales on their website.
At Relevantly, we have over 15 years of marketing experience and are happy to share what we’ve learned with you!
In this article, you’ll learn more about the effective marketing strategies that Amazon uses, and how you can use these tactics too. So, let’s get started.
Amazon Facebook Ads
Amazon is one of the biggest names across not only North America, but the world. It has completely revolutionized the online shopping world.
In fact, it is now the world’s largest online marketplace, and was named the world’s largest company in 2019.
Though Amazon started off selling books, they eventually expanded. Now, shoppers across the world can get nearly anything they want from the comfort of their own home.
As Amazon is and has always been an online seller, online advertisements have been an important part of their marketing strategy.
Today, you will get a closer look at their Facebook ads and how you can use the same strategies to help improve your own digital marketing efforts.
Amazon Facebook Ad #1: Appeal To Current Events
As of writing this article, we are in the midst of the COVID-19 global pandemic. No matter where you live in the world, the pandemic is affecting everyone to some extent.
It makes sense that a big company such as Amazon would need to address this, especially as more and more people are choosing or are forced to shop online for items and essentials.
Although it is not every day that we deal with something such as COVID-19, these ads show that it is important to be aware of local and global events that may affect your consumers - and to address them.
These video ads also show the importance of addressing potential concerns before shoppers have them.
In this ad, Amazon helps reassure customers that they are doing their best to keep everyone safe during this time.
Addressing concerns is an effective marketing technique that can be used in other scenarios as well.
For example, if you own a retail store selling jeans, one concern shoppers may have is that jeans are often too tight or uncomfortable.
One of your ads may target these concerns. You may use words such as comfortable, stretchy, or casual.
Amazon Ad #2: featured & Limited Time Deals
These ads are simple, to the point, and eye-catching. If you were recently looking for shoes, you may be intrigued by these ads that offer you a limited-time deal.
An effective marketing technique is creating a sense of urgency for potential shoppers. That’s why it’s so common to see phrases like:
“Act now”
“Limited time offer”
“Don’t miss out on…”
“Order within [# of] days and get it 50% off”
In these ads, Amazon uses simple language that conveys urgency to get consumers to click.
If you want these items, you need to act fast - after all, it is the deal of the day, or a limited-time offer!
Another interesting thing to note is what happens when you actually click on these ads. When you click on the ad, you are taken to this page:
When you click on the boot ads, you are actually taken to this general “Today’s Deals” page - not a specific page for buying the boots!
Although this may be a bit risky for the most focused shoppers, the payoff is high. When a Facebook user clicks on an ad, their mindset quickly shifts from “browsing social media” to “shopping.”
This means that Amazon is hoping consumers will be more willing to shop not only for the initial item that piqued their interest, but others that are on sale as well.
It’s easy to get grabbed into a good deal - and it’s even easier when they are all laid out on the same page in an easy-to-navigate grid.
If you sell products, you can use a similar technique to pique interest and then bring potential customers to a general sales or deals page!
Amazon Ad #3: visualize the product
Many Amazon ads feature simple images of products without any context - no background, no models using or wearing the product, etc.
This may come as a surprise, but some research has shown that showing people in your ads can actually decrease engagement!
However, we went over a similar situation in our Nike case study. Big brands like Nike and Amazon don’t really have to play by the advertising “rules.”
Since Amazon has hundreds of ads running with so many different products, it is important to showcase their products in a variety of ways.
As well, there are definitely advantages of showing models using or wearing products, including:
It allows the viewer to visualize themselves using/wearing the product
It creates a clearer idea of what the product will look like in “real life”
It creates the idea of “that could be me”
If you are new to the world of Facebook advertising, you will probably want to try a variety of ads to see which ones work best for you.
These Amazon ads are a good reminder that following every marketing “rule” may not work for you.
Showcasing a product using a model can work well, or even better than your alternatives, if you have the right strategy!
Other ways amazon drives sales
Take a look at the short video below featuring Jeff Bezos, Founder, CEO, and President of Amazon, talking about Amazon’s business strategy.
Learn more about Amazon’s business & marketing strategy
At the beginning of the video, Bezos says that Amazon’s main business and marketing focus is threefold:
Thinking long-term
Putting the customer at the centre of their universe
Inventing
These three points can easily be used in your own digital marketing strategy - and marketing strategy in general!
For example, it’s important to think long-term when it comes to any business. What do you want out of your ads? A few clicks to your website won’t do much in the long-term.
However, using your ads to build better brand recognition, gain trust with your customers, and reiterate the importance of your product or service will go a long way for a long time!
When thinking about your own marketing strategy, it’s always a great idea to look at large companies like Amazon, who have had successful ad campaigns for years, and learn from their experience.
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If these Amazon Facebook ads grabbed your attention, and you’re wondering how you can do the same for your business, rely on Relevantly.
At Relevantly, we have over 15 years of marketing experience and have helped small businesses across Ontario, Canada, and North America build their brand online.
If you’re ready to create an effective Facebook marketing strategy, contact us today!
