Why Retargeting is Important for Your Amazon Business? - Take Your Sales to the Next Level with Pixelfy (Fool-Proof Retargeting Strategies & More!)

Retargeting or remarketing plays an important role in improving your business. In fact, it is the best news for Amazon sellers in particular.

But how to create a successful retargeting campaign and make the most of it? Some of us still aren’t sure.

To help you out, I’ve put together this detailed guide based on my selling experience on Amazon. I’ll share the best 5 practices when it comes to retargeting along with a simple tool to take your retargeting ads to the next level.

Let’s start with the basics: 

Targeting vs. Retargeting - Why is Retargeting Particularly Crucial for Amazon Sellers?

The basic difference between targeting and retargeting in marketing terms is that with the former, you get to talk to cold audiences while with the latter, you talk to warmer audiences.

What this means is that retargeting has higher chances of engagement and higher click-through rates than targeting. It not only provides higher value for money but also helps you build a reliable brand-following on social media platforms like Facebook, Instagram, etc.

So, how does retargeting work? 

There are many ways to retarget. The most popular way is to track clickers from a basic ad campaign on Facebook etc. and then target them again in later campaigns. 

In this way, you’ll filter out all those who ignored your previous ad and only reach out to those who are truly interested.

This may sound complex but with the right tools, retargeting campaigns require almost the same amount of effort as any basic campaign. The most important tool required for retargeting is a tracking link.

To put it simply: tracking links contain a pixel that stores information about everyone who clicks on your product’s ad. This information is a highly valuable asset for any seller, but especially for an Amazon seller.

Amazon’s strict ToS barely leave any room for sellers to contact their buyers. This makes review solicitation and retargeting ads almost impossible. However, tracking links let you do all this (and much more) in a white-hat way.

Now that we’re clear on the ‘what’ part, let’s move on to ‘how’ of retargeting:

How Does Pixelfy Make the Job Easier?

There are many URL service providers that will pixel your clickers for you. In my experience, I’ve found Pixelfy.me to be the most helpful.

Pixelfy creates a total of 12 different links, each serving a unique purpose so you can choose any one of them based on your marketing goals. The reason why I find Pixelfy to be the most beneficial for retargeting campaigns is that 

• It is fairly easy to work with
• It provides detailed data on clickers, mainly focusing on details that are crucial to sellers
• It helps you rank for specific keywords and boosts Amazon’s A9 algorithm
• It also shortens your URL while driving external traffic to your Amazon listing

Pixelfy makes retargeting far easier for Amazon sellers. In a way, it is an all-in-one solution that will save you from spending money and effort on multiple tools. 

Tried & Tested Retargeting Strategies to Boost Sales 

Although having the right tool in your pocket is crucial to run a successful retargeting campaign, you still need a strong strategy to plan your ad and also to make the most of your investment.

Here are 5 things you can do with retargeting to boost your business:

1. Learn Your Customer Avatar

When you pixel each one of your clickers and do a little homework, you get to learn a lot about your audience.

For instance, you’ll learn where exactly most of your audiences reside, what the majority has in common, their likes and dislikes, the reason behind their interest in your product, and much more.

All this data helps you create a customer avatar. This means that you understand your audience and know what they want. This helps you create ad campaigns with higher success rates and lets you add a personal touch to your brand.

When you put yourself in the customer’s shoes, you know what they want to hear and what exactly they expect when they buy your product. This leads to 2 more possibilities

• Hyper Targeting - hit the reader’s pain points
• Target new people of similar interests - build new audiences

Let’s discuss each one in detail. 

2. Track Current Audiences & Build New Ones

Retargeting doesn’t just help you target the right audiences, it also lets you build new audiences.

When you learn your customer avatar, you can go ahead and try to target people of similar interests. 

This is not a difficult thing to do on social media platforms as almost all users share their personal updates and information, interests and basically everything happening in their lives. 

When you pixel your Facebook customers via Pixelfy, this data makes its way to you as well. This is essentially all a business needs to know whether or not a particular customer would be interested in their products. 

You can match your product ads against a long list of users’ interests, behaviours and traits to improve the possibility of targeting ideal customers.

Creating new audiences using this avatar is particularly easy on Facebook with their “Build Look-Alike Audiences” feature:

3. Hypertarget technique with Retargeting

Whether you’re targeting or retargeting, it is important to connect with your customers and present your brand properly.

What I mean by this is that you need to design your ad (the image and text) in a way that hits the reader’s pain points.

For example, if you sell a garlic press, you’d want to say something like “We hate the smell peeling and mincing garlic leaves on our hands just as much as you do. Which is why, our garlic press is the perfect solution (and a time-saver!).”

In case of images, the best approach is to always make your product’s pros stand out.

For example, if the mobile phone cover you’re selling is water-proof then that’s what differentiates it from other covers on Amazon. Make it clearly visible on your ad image. 

Same goes for discount offers and giveaways. Nothing grabs a reader’s attention more than a high discount. For example:

But where does retargeting come in? 

Retargeting makes all this far easier for you by telling you all you need to know to connect with those you’re targeting. When you know who you’re talking to, it’s just a matter of a little creativity to grasp their attention.

This is great for brand exposure and to maximize engagement as well. It allows you to gain new followers for your brand page on Facebook, and subsequently for your company too.

4. Retarget Buyers to Solicit Reviews

In addition to retargeting existing buyers and building new audiences, retargeting with Pixelfy also solves another important problem of Amazon sellers: review solicitation.

A product with 5 reviews has 270% greater chance of purchase than the same product with no reviews. This means product reviews are crucial for your business.

However, according to Weby Corp, 94% of buyers don’t leave a product review. 

The problem with Amazon is that you can’t even ask your buyers for a product review (except for product inserts) since It doesn’t reveal customer’s contact information.

Luckily, you can overcome this issue and ask for reviews in a white-hat way via retargeting. 

When you use a pixel-embedded super URL in your Facebook ad, you get a complete list of people who clicked on your ad or made a purchase. Depending upon their action, you can send them appropriate messages on Facebook messenger.

For example, if they added an item to their cart but didn’t check out, send them a reminder message listing your product’s pros. If they did make a purchase, ask for a product review.

This method is far more practical than product inserts because you can wait a few days after your product has been delivered to solicit a review. However with a product insert, it’s the first thing the buyer sees when they unbox their delivery.

No one gives a product review before they’ve even tried it out so the insert almost always gets tossed aside. 

When you reach out to your customer a few days post delivery, it is a good practice to first ask them about their experience instead of directly hitting them with a solicitation. 

This shows the buyer that you genuinely care about their experience (plus points on customer service) and also allows you to resolve any issues they might have. 

5. Improve Keyword Ranking with Your Super URL

Having a good keyword rank on Amazon is important for your sales but to rank higher, you need to make more and more sales. 

This loop is something Amazon sellers often find themselves in. Let me share an easy way to help resolve this problem.

Pixelfy’s Supreme URL embeds a retargeting pixel, copies your Amazon product’s exact URL and embeds your desired keyword in it as well. 

Since the link is now keyword-embedded, everyone who clicks on it would contribute to your product’s rank. Amazon would think that all these people found your product from the search results after searching for the keyword.

You can even target multiple keywords with a single link using Pixelfy’s URL rotator. This tool uses your selected criteria to switch between keywords every time it is clicked.

All this happens in addition to the retargeting benefits you’re already getting from the same ad with the same amount of investment.

A Quick Recap

By now, you’ve learned how to use retargeting to 

• Retarget existing buyers on social media
• Create new audiences
• Build a loyal online customer base   
• Hit your audiences’ pain points and hypertarget
• Improve your product’s Amazon keyword ranking with Pixelfy
• Solicit reviews

It is safe to say that retargeting isn’t just limited to an ad campaign. It opens up many more doors for sellers, especially for Amazon sellers. You can achieve a lot with a single ad if you know what you’re doing.

Got questions? Drop them in the comments section below. Happy selling!