In the world of e-commerce, Amazon reigns supreme. However, savvy sellers know that diversifying their advertising efforts across multiple platforms can significantly boost their sales, as each platform has its own adherents and presentation algorithms, so if you miss in one place you will hit in another.
Experience has shown however that while this strategy can be highly effective it’s also fraught with potential pitfalls. What works on Amazon doesn’t necessarily work on other platforms which have different methods and priorities, and if the audience of the platform associates you with something which doesn’t work, this will hinder the reception of future ads.
It is common for digital marketing agencies to produce guides for how to advertise on various platforms which also mention these pitfalls. This article will do the opposite – we will focus on the common mistakes made when advertising Amazon products on other platforms, and how to avoid them so that your marketing efforts yield the best possible results.
Neglecting Platform-Specific Optimisation
One of the most common mistakes is treating all platforms the same. Each platform, whether it’s Facebook, Instagram, Pinterest or Google Ads, has its own unique features, audience behaviours and best practices.
How to avoid making this mistake:
- Tailor your ad content, format and messaging to each platform’s specific requirements and user expectations.
- Use platform-specific features like Instagram’s shoppable posts or Pinterest’s rich pins to enhance your ads.
- Adjust your targeting options based on the demographics and interests available on each platform.
Inconsistent Branding Across Platforms
While adapting to each platform is crucial, maintaining a consistent brand image is equally important. Inconsistent branding can confuse potential customers and dilute your brand identity.
How to avoid making this mistake:
- Develop a cohesive brand style guide which includes colour schemes, fonts and tone of voice.
- Ensure your Amazon store and external ads share similar visual elements and messaging.
- Use consistent product photography across all platforms to build brand recognition.
Directing Traffic to Suboptimal Landing Pages
Many advertisers make the mistake of sending all traffic directly to their Amazon product listing. While this might seem logical, it’s not always the most effective strategy.
How to avoid making this mistake:
- Create a pre-lander page which provides more information about your product before directing users to Amazon.
- Use tools like Amazon Attribution to track off-Amazon traffic and conversions.
- Test different landing page strategies to see what works best for your specific products and target audience.
Ignoring Amazon’s Terms of Service
Amazon has strict rules about how sellers can advertise their products off-platform. Violating these terms can result in account suspension or other penalties.
How to avoid making this mistake:
- Familiarise yourself with Amazon’s current terms of service for external advertising.
- Avoid using Amazon’s trademarked terms in your ad copy or headlines without permission.
- Don’t make price or availability promises in your ads which you can’t guarantee on Amazon.
Overlooking Mobile Optimisation
With the majority of social media and web browsing occurring on mobile devices, failing to optimise your ads for mobile can severely limit your reach and effectiveness.
How to avoid making this mistake:
- Design your ads with mobile-first in mind, ensuring they look good on smaller screens.
- Use concise, impactful copy that’s easy to read on mobile devices.
- Ensure any landing pages or pre-landers are fully responsive and mobile-friendly.
Neglecting to Use High-Quality Visuals
In the crowded digital advertising space, low-quality or generic product images can make your ads instantly forgettable.
How to avoid making this mistake:
- Invest in professional product photography or high-quality graphic design.
- Use lifestyle images which show your product in use, helping customers visualise its benefits.
- Create platform-specific visual content, such as vertical videos for TikTok or Instagram Stories.
Failing to Leverage User-Generated Content
User-generated content (UGC) can be a powerful tool for building trust and authenticity, but many advertisers overlook this resource.
How to avoid making this mistake:
- Encourage customers to share photos or videos of your product in use.
- Feature positive customer reviews or testimonials in your ad creative.
- Create a branded hashtag to collect and curate UGC across social platforms.
Inadequate Audience Targeting
Broad, unfocused targeting can lead to wasted ad spend and poor conversion rates.
How to avoid making this mistake:
- Use Amazon’s data to create lookalike audiences on platforms like Facebook.
- Leverage interest-based targeting to reach users who are likely to be interested in your product category.
- Regularly refine your targeting based on performance data and customer insights.
Ignoring Seasonal Trends and Events
Failing to align your advertising strategy with seasonal trends and major shopping events can result in missed opportunities.
How to avoid making this mistake:
- Plan your advertising calendar around key shopping periods like Prime Day, Black Friday and holiday seasons.
- Adjust your ad content and offers to align with seasonal themes and customer needs.
- Increase your ad spend during peak shopping periods to maximise visibility.
Neglecting to Test and Optimise
Many advertisers set up their campaigns and then forget about them, missing out on opportunities for improvement.
How to avoid making this mistake:
- Regularly A/B test different ad elements, including headlines, images and calls-to-action.
- Use platform analytics tools to identify top-performing ads and audience segments.
- Continuously refine your targeting and bidding strategies based on performance data.
Over Reliance on Discounts and Promotions
While discounts can be effective, constantly relying on them can erode your profit margins and devalue your brand.
How to avoid making this mistake:
- Focus on communicating your product’s unique value proposition rather than always competing on price.
- Use limited-time offers strategically rather than making them a constant feature of your ads.
- Consider non-price promotions, such as bundle deals or free shipping offers.
Neglecting to Build an Email List
Many advertisers focus solely on immediate sales, missing the opportunity to build a long-term relationship with potential customers.
How to avoid making this mistake:
- Use lead magnets like exclusive content or discounts to encourage email sign-ups.
- Develop an email marketing strategy which nurtures leads and encourages repeat purchases.
- Use email retargeting to re-engage users who have shown interest but haven’t yet purchased.
Conclusion
Advertising Amazon products on external platforms can be a powerful way to increase visibility and boost sales. By avoiding these common mistakes and implementing best practices, you can create more effective ad campaigns which drive traffic, conversions, and long-term customer relationships.
As you know, successful advertising is always an ongoing process of learning, testing and refining. Amazon changes every day in subtle ways, so do other platforms, so keeping abreast of the relationships between them is crucial.
By taking the steps outlined here you will be able to create robust Amazon product campaigns with the capacity to be adapted to any platform. Remain informed about platform changes, keep an eye on your metrics and always be willing to adapt your strategy and you will achieve optimal results.
