If you want to efficiently attract traffic and increase conversion, please read this! Off-site traffic methods and strategies

Off-site traffic diversion is a very important method for sellers to obtain traffic. So what are the ways to divert traffic from the site? What scenarios are they suitable for? And what methods are worth our reference? The following will explain them one by one.

Why use off-site traffic?

1 Consumers’ online time is fragmented, search scenarios are decreasing, passive consumption of content is increasing, and traffic is concentrated outside the site;

2. Competition for on-site traffic is fierce (the overall market bid is getting higher and higher), and the cost of off-site traffic is relatively low;

3 In recent years, Amazon has stepped up its efforts to promote its brand. Brand building requires expanding advertising coverage and introducing more traffic from other channels outside of e-commerce websites.

Inventory and analysis of off-site traffic diversion methods

Short-term promotion

Deal station (Slickdeals) - the effect often depends on the discount, and it is not very stable, and the deal order weight is low;

Influencers (Upfluence)——The cooperation and sales ability of the influencer are very important, and usually discounts are also required. If done well, sales can be increased quickly in a short period of time.

The above two methods are short-term stimulation methods. If you want to quickly increase sales rankings, increase reviews or clear redundant inventory, you can try them. You need to pay attention to channel quality, discount rate, return rate, and comprehensive ROI.

Programmatic delivery

FB/Google ads - Cover a wide range of people, flexible delivery, and now Attribution can easily track the results;

SD/DSP advertising——Full coverage inside and outside the site, flexible delivery, seamless connection between on-site products and flagship stores, and trackable effects throughout the process, making remarketing convenient.

Offline Media

Offline media has a high penetration rate, but the effect is difficult to track directly, and it is mostly used for product promotion. You can give priority to using Amazon's official offline advertising channels, such as packaging boxes, trucks, express lockers, etc. You can directly contact the official to place advertisements, and the operation process will be simpler.

Offline media placement is mainly for product promotion or preheating of big sales, and is more suitable for brands that already have a certain influence.

Below we will give you a detailed explanation of DSP advertising in the off-site traffic diversion method.

DSP advertising detailed analysis

▲DSP system structure diagram

DSP Advertising Advantages

🚩 DSP ads can be placed on a variety of media, which are the factors that cause time fragmentation. Through DSP, users can be reached on other media, which is a good adaptation to the trend of consumers' fragmented online time;

🚩 Compared with CPC on the website, DSP ads can be customized from promotional materials to landing pages. Customization not only helps to increase the click-through rate of ads, but also helps users remember our own brands, and the promotion form is more flexible;

🚩 Covering a wide range of people, DSP ads can be placed not only on e-commerce websites, but also on other social media websites, with a larger traffic pool; detailed crowd portraits, such as Amazon DSP ads can be segmented to users who have seen or purchased certain ASINs;

🚩 DSP ads work well with other types of ads.

DSP Advertising Funnel Model

DSP advertising can reach consumers from the four levels shown in the above figure.

1 Large traffic and wide reach : Based on the groups of people defined by LS (interest tags) or DEMO (social attributes), it is used to promote products and expand brand coverage and influence.

2 Accurate diversion of small and medium traffic:

Based on the group of people defined by IM (browsing this category in the past 30 days), it is used for targeted push notifications;

The group of people defined by the competitor's ASIN is used to grab the competitor's traffic.

3 Visitor re-recruitment: People who have viewed your products but did not purchase them can harvest traffic for the second time.

4 Brand loyalty : Carry out in-brand remarketing and brand loyalty building for existing users to improve their brand loyalty.

Although Prime Day has passed this year, there will be peak seasons such as Thanksgiving, Black Friday and Cyber Monday in the second half of the year. Only by preparing in advance can you prepare for a rainy day and seize the opportunity. Next, let’s take a look at the strategies of DSP advertising during the peak season!

Common tactics in peak season

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