It probably feels as if you are wasting your money and time….

And before you rule out TikTok as a possible goldmine…..

I have some good news and some bad news….

Good news:

Here is a 3 month snap shot of when TikTok Ads started

Here is a closeup:

Bad news

It’s a lot of work 🤬 

I have run close to 100 TikTok Ad campaigns pushing TikTok traffic to Amazon listings.

Every product…. every brand……. has different results. You have to split test every aspect of TikTok traffic (we have been working on this account for 6 months).

But what about tracking? Can we track the TikTok effect?

Let’s compare the Amazon Traffic Data alongside the TikTok Traffic

Before we go into the details, let’s define “Amazon Traffic” and “TikTok Traffic” and how Deep Links are used:

Amazon Traffic

• Sessions: The amount of people that view your product detail page

• Unit session percentage: Your conversion rate (if 100 people view your listing and 6 buy, you have a 6% conversion rate).

• Only Amazon Attribution links were used: Every link we used was generated from Amazon attribution

• I am not including Amazon Ad data: Only because I do not have access to it 😞 But in all examples, there Amazon PPC campaigns were not a factor

TikTok Traffic

• Clicks - The amount of clicks on the TikTok ad where every click sent the user to the Amazon product detail page through a normal Amazon link or a deep link

Deep Links

• These are special links that are ideal for mobile traffic.

• They open the mobile App rather than the default mobile browser.

• So if you have an Amazon Deep Link and a user clicks on it, it will open the Amazon app not the mobile browser

I use URLgenius for deep links…. I am not an affiliate, I just like their team. If you do use them, please say hi for me 👊

When tracking TikTok traffic, we should see an increase to sessions for the product

Let’s compare Deep Links to normal Amazon links

Deep Links

Product 1:

• 15 - 19 August: No TikTok traffic was run

• 20 - 24 April: 1,480 clicks from TikTok Ads (deep links)

Product 2:

• This was the same product from the mentioned at the start

• It was receiving 400 clicks per day from TikTok ads

• When we stopped the traffic it made no difference to the sessions

Non - Deep Links

In these 2 examples, each link that was clicked opened up the mobile browser.

However, these links create the pop up in TikTok that says “Do you want to open that link?”

How many say “yes” to that pop up? No way of knowing

But I would estimate fewer than 40%…..

All the links were Amazon Attribution Links

Nothing…. just nothing…. lots of clicks on the Attribution links, but no sales 🤬 

Which doesn’t make sense….

In summary

TikTok users may not buy your product right now… but after seeing your content, now they are aware of it.

Do they know how to find it on Amazon? Every piece of TikTok content should have a call-to-action along the lines of “Find it now on Amazon… Search BRAND NAME KEYWORD” (SFB 🤫)

TikTok users are unique whilst Amazon’s reporting is kinda like Amazon support 😞… it leaves a lot to the imagination.

All the brands I have worked with have shown an increase in sales…. but that increase may have been immediate or delayed… we have no way of knowing.

And to top it off…. some strategies work well for some brands and not for others (you have to test every possible element)

If your sales are not increasing…. try a different TikTok strategy and wait 30 days because the impact may be delayed.

Right now, TikTok is a blue ocean 🌊 for Amazon sellers….

Wanna be a shark?🦈 

Use TikTok 👊