Overview

In episode 33, Jorge Pinazo detailed how he blends Facebook advertising with Amazon Sponsored Products and other platforms to spread both traffic and revenue across multiple channels. By avoiding reliance on a single source, sellers can shield their businesses from sudden algorithm shifts or policy changes and sustain steady growth.

Key Points

• Traffic allocation mix — Roughly 30 % of his ad spend goes to Facebook, 40 % to Amazon Sponsored Products, and the remaining 30 % is split between TikTok, Google Shopping and other outlets, preventing any single platform from dictating overall performance.
• Multi‑channel sales presence — In addition to his Amazon listings, he runs a Shopify storefront and lists products on regional marketplaces, capturing buyers who prefer non‑Amazon checkout experiences.
• Risk mitigation in practice — When Amazon raised referral fees in 2022, revenue from his own website offset the shortfall, keeping profit margins intact.
• Creative testing routine — For each product he runs three ad variants on Facebook; the version that achieves the highest click‑through rate (about 2.1 %) is duplicated in his Sponsored Brands campaigns.
• Cross‑channel metric dashboard — He monitors ROAS per channel in a single view; if Facebook’s ROAS dips below 1.5, the budget is shifted to Google Shopping, which is delivering a 2.3 ROAS.
• Controlled scaling trigger — Whenever a traffic source posts a monthly growth rate above 20 %, he raises its budget by 10 % while keeping the spend ratios of the other channels steady.

How Diversifying Traffic and Sales Channels Works

1. Map potential traffic sources — List every platform capable of delivering shoppers, such as Facebook, Instagram, Google, TikTok, email newsletters and organic SEO. For example, Jorge builds a “look‑alike” audience on Facebook that mirrors customers who previously purchased his item on Amazon.
2. Set an initial budget split — Distribute a test budget evenly across the identified channels. He starts with $3,000 per month, allocating $1,200 to Facebook, $1,200 to Amazon Sponsored Products, and $600 to TikTok to gauge early performance.