With the continuous development of the global e-commerce market, cross-border e-commerce has become one of the important ways for many merchants to expand their business. In cross-border e-commerce, Amazon, as one of the world’s largest e-commerce platforms, has attracted the attention of a large number of sellers. How to introduce Google’s high-quality traffic to Amazon has become one of the issues that many sellers are concerned about. In this process, choosing the right path is crucial to maximize the benefits. Next, we will analyze three main paths and explore which path can bring the best results.
1. Google Ads-Product Details Page
The first path is to directly direct Google ads to Amazon’s product details page or official flagship store. The advantage of this method is that the conversion path is short and the churn rate is low, and potential customers can be directly guided to the product page for purchase. However, its disadvantage is that the data that sellers can obtain is limited, and it is impossible to conduct in-depth analysis of customers, resulting in low traffic utilization.
2. Google Ads-Independent Station-Product Details Page
The second path is to establish an independent station as a traffic transfer station, and then guide the traffic to Amazon’s product details page. The advantage of this method is that it can filter the traffic, improve the accuracy of the traffic, and have a positive impact on Amazon’s ranking. At the same time, independent sites can obtain more first-hand data, which is convenient for sellers to conduct in-depth analysis and create good conditions for converting public domain traffic into private domain traffic. However, this method will lead to a long conversion path and an increased bounce rate, which will in turn affect the final conversion rate.
3. Google Ads-Review Sites, Red Links-Product Details Page
The third path is to use third-party platforms, such as review sites or red links, to introduce Google Ads traffic to Amazon’s product details page. This method can enhance consumer trust with the trust endorsement of a third party, and convert hard advertising into soft advertising, increasing consumer acceptance. However, its disadvantage is that the maintenance cost and labor cost are high.
Taking all factors into consideration, with the changes in the international situation and platform rules, branding has become one of the key directions that cross-border sellers need to consider. And independent sites are actually conducive to brand building. Therefore, for cross-border sellers, choosing path two, by establishing an independent site as a traffic transfer station, and then directing traffic to Amazon’s product details page, will actually be more beneficial to long-term development.
When choosing the right path, sellers should carefully weigh various factors based on their own actual situation and development strategy, and continuously optimize and adjust strategies to maximize benefits.