How to Scale Your Sales with Full Funnel Off-Amazon Advertising

Depending only on Amazon PPC subjects your brand to rising costs and a lack of control, a problem solved by implementing a cohesive full funnel off-Amazon advertising strategy. With 71% of third-party sellers and 79% of first-party vendors using PPC, you are caught in a cycle of renting customers from Amazon in a system where nearly $300,000 is spent daily.

The solution, which we’ll discuss in this article, is to build a strategic funnel that creates your own pipeline of customers, guiding them from awareness to purchase and freeing you from depending entirely on Amazon’s expensive internal advertising.

Why Your Business Needs a Full Funnel Off-Amazon Advertising Strategy

A full funnel off-Amazon ad plan is a coordinated marketing effort across external channels like Google, Facebook, and TikTok. It guides customers through every stage of their buying journey, from first discovering your brand to finally purchasing on Amazon.

Instead of just capturing the small percentage of shoppers who see your products on Amazon search results and ready to buy now, you create new demand for your products.

This approach gives you several key advantages:

• Creating and Capturing Demand: On-platform ads target shoppers who are already looking for a product. Off-Amazon advertising introduces your brand to people who didn’t even know they needed your product yet, expanding your total customer base. 
• Building a Loyal Audience: When customers see your brand on social media, in articles, and in search results, they start to recognize and trust you. This brand recognition makes them more likely to choose you over competitors.
• Driving High-Quality Amazon External Traffic: Amazon’s algorithm rewards sellers who bring new customers to the platform. Driving high-quality external traffic can significantly improve organic rank on Amazon, leading to more free, organic sales over time. 
• Capitalizing on the Brand Referral Bonus: Amazon gives Brand Registered sellers a bonus, averaging 10%, on sales that come from external traffic. This bonus is a credit on your referral fees, making your off-Amazon ad spend much more profitable.    

Top of Funnel (ToFu) – Creating Brand Awareness

The first stage of your full funnel off-Amazon advertising strategy is all about introduction. The objective here is to introduce your brand to cold audiences on platforms like TikTok, Facebook, and YouTube.

At this point, you are not aiming for an immediate sale. Instead, your goal is brand recognition and education, planting the seed for a future purchase. This is the foundation of your entire customer pipeline. 

Top-of-Funnel Tactics That Work

1. Run Video Ad Campaigns

Video is perfect for telling a compelling brand story or showing how your product solves a common problem. Platforms like Facebook and TikTok are ideal for this.

To connect with a younger audience, lawn-care brand Scotts (one of the case studies featured by Popular Pays) adapted its Super Bowl commercial into a TikTok hashtag challenge, #DoTheScottsSlide, featuring a dance performed by John Travolta. The campaign went viral, accumulating two billion video views and 1.4 million user-created videos within just two days.

2. Collaborate with Influencers

Partner with influencers on YouTube or Instagram to create authentic content. An influencer unboxing or reviewing your product introduces it to their established, trusting audience in a way that feels natural, not like a direct ad.   

3. Use Broad Targeting

At the ToFu stage, you want to cast a wide net. Use broad demographic and interest-based targeting in your ad campaigns to reach a large group of potential customers who fit your ideal profile but haven’t heard of you yet.

Squarespace’s Twitter X post is a strong example of top-of-funnel broad audience targeting, tapping into the 72% of the public on social media and rising video consumption trends. By using engaging video content, they maximize visibility and attract a wide pool of potential leads early in the customer journey. 

Middle of Funnel (MoFu) – Nurturing Interest and Consideration

Once a potential customer has seen your ToFu ad, they move into the middle of the funnel. The objective here is to engage these users, build trust, and educate them on why your product is the best choice for them.

This stage is the critical link that turns initial awareness into a strong intent to purchase. You are guiding them closer to a decision by providing value.  

Middle‑Funnel Strategies That Convert

1. Retarget with Valuable Content

Retarget people who watched your videos or visited your website with ads that lead to useful content.

This could be a detailed blog post, a product comparison, or a buying guide. This positions your brand as a helpful expert, not just a seller.   

2. Offer a Download for an Email

Create a high-value lead magnet, like a downloadable PDF guide or checklist, and offer it in exchange for an email address.

For example, Carbon6 white papers on subjects like “Demystifying Amazon DSP” and “Boosting Organic Ranking”  are effective lead magnets. This allows you to build an email list, a powerful asset for nurturing leads directly.   

3. Highlight Social Proof

Use ad creative that features customer testimonials, 5-star ratings, or product awards. When potential buyers see that other people trust your product, it builds their confidence and makes them more likely to consider a purchase. Customer testimonials are a powerful middle-funnel asset, as product reviews have been shown to increase conversion rates by up to 270% (according to TrustPulse).

Bottom of Funnel (BoFu) – Driving the Conversion from Off-Amazon Channels

The bottom of the funnel is where the sale happens. This stage targets users who have been warmed up by your ToFu and MoFu efforts and are now ready to buy.

The traffic you send to Amazon from this stage is highly qualified and has a strong chance of converting, which sends powerful positive signals to Amazon’s algorithm.

Seal the Deal Off-Amazon

1. Launch Google Ads for Your Amazon Campaigns

Run Google Ads for Amazon campaigns that target keywords with high purchase intent. Think about what a ready-to-buy customer would search for, such as “buy [product name]” or “[brand name] athletic socks on Amazon.”

These search ads capture customers at the exact moment they are looking to make a purchase.   

2. Retarget High-Intent Actions

Set up retargeting campaigns for users who have visited your product detail page or, even better, abandoned their shopping cart. Use direct ad copy like “Still thinking it over?” or “Complete your purchase on Amazon” to bring them back and close the sale.

Amazon DSP is an excellent tool for reaching these high-value audiences.   

3. Use a Tool to Generate Attributed Links

To track sales and optimize your BoFu campaigns, you need to use attributed links. Manually creating these links in Amazon Attribution for every campaign can be time-consuming.

A tool like PixelMe by Carbon6 automates this process, creating shortened, trackable links that automatically include Amazon Attribution tags. It also allows for cross-platform pixeling, so you can retarget a Google Ads clicker on Facebook, unifying your funnel.    

Measuring Your Full Funnel Success

A successful off-Amazon strategy depends on data. You need to track your results to understand the true return on your investment and find opportunities for improvement.

The goal is to connect your ad spend on platforms like Google and Facebook to direct sales results on Amazon.  

How to Track Funnel Performance

1. Utilize Amazon Attribution

This is Amazon’s free analytics tool that shows you exactly which external ads are driving clicks, add-to-carts, and purchases on your listings. It is the source of truth for measuring the performance of your off-Amazon campaigns.   

2. Monitor Key Amazon Metrics

Beyond direct sales, watch how your external campaigns affect your overall Amazon performance. Keep an eye on the following metrics:

• Sales Velocity (the number of units sold over time)
• Best Seller Rank (BSR)
• Organic Rank for your most important keywords

3. Analyze the Entire Funnel

Look at the data from each stage.

• Are your ToFu ads getting a high click-through rate?
• Are your MoFu lead magnets converting visitors into email subscribers?
• Is your BoFu ROAS profitable?

Analyzing the complete journey helps you identify weak spots and optimize your entire system for better performance.