#1 Guide on Google Ads for Amazon Products
Even if you’re running successful Amazon Ads campaigns, leveraging Google Ads for Amazon products can significantly enhance ranking and drive targeted traffic to your listings in several ways.
Google Ads allows you to cast a wider net beyond Amazon’s internal search engine, reaching potential customers actively searching for related products on Google.
This expands your product’s reach to a new audience segment who might not be aware of your offerings but are already demonstrating purchase intent through their search queries.
What are Google Ads?
Google Ads is an online advertising platform developed by Google that allows businesses to create targeted advertisements displayed on search engine results pages (SERPs) and a vast network of partner websites.
When users search for terms related to your products or services, your ads can appear at the top of the search results page (SERP) or alongside relevant content on partner websites.
This prominent placement significantly increases the visibility of your offerings and drives valuable traffic to your Amazon listings.
What is Amazon SEO?
SEO in Amazon, or Search engine optimization, refers to the practice of optimizing your product listings to improve their visibility within Amazon SEO optimization results pages.
When a customer searches for a product on Amazon, the A9 algorithm, Amazon’s proprietary search engine algorithm, determines the order in which products appear.
By optimizing your listings according to the A9 algorithm’s ranking factors, you can increase your product’s visibility and organic ranking, ultimately driving more sales.
What are the Amazon Ranking Factors?
Understanding how Amazon’s A9 algorithm ranks products is crucial for optimizing your AMazon SEO strategy.
Relevance: This encompasses how well your product listing matches a customer’s search query. Ensure your title, description, bullet points, and backend keywords accurately reflect your product and include relevant search terms.
Conversion Rate: The percentage of visitors to your product listing who make a purchase is a significant ranking factor. High conversion rates signal to the A9 algorithm that your listing is compelling and effectively addresses customer needs.
Click-Through Rate (CTR): This refers to the percentage of people who see your product listing and click on it. A high CTR indicates that your product listing is attention-grabbing and relevant to search queries.
Sales Velocity: As mentioned, the rate at which your product generates sales can significantly impact your rankings. Strategies to boost sales velocity include competitive pricing, high-quality product offerings, and effective advertising.
Positive Reviews: Positive customer reviews are a critical trust factor for online shippers and can significantly influence your products ranking. Encourage customer satisfaction by providing excellent customer service and high-quality products.
Product Availability: Keeping your product in stock is essential. Out-of-stock products cannot be purchased, hindering sales velocity and negatively impacting ranking.
Complementary Factors: Other factors, such as the completeness of your product information, the use of high-quality images, and even the category your product is listed in, can also influence ranking to a lesser extent.
Benefits of Using Google Ads for Amazon Products
While Amazon Ads offer a powerful advertising platform specifically to advertise Amazon products, leveraging Google Ads can provide several unique benefits:
Reach a Wider Audience
Google Ads allows you to target potential customers actively search gin for related products on Google, a significantly larger audience pool compared to those already browsing within Amazon.
Early Targeting
Reach customers at the beginning of their research phase, when they’re just formulating their needs and exploring product options.
This allows you to introduce your brand and products to a new audience segment who may not have been exposed to it otherwise.
Highly Targeted Audience
Google Ads offers a high degree of control over your targeting parameters. You can tailor your campaigns to reach users based on demographics, interests, online behavior, and even location.
This granular targeting ensures your ads are displayed in front of highly relevant customers most likely to be interested in your products, driving traffic to Amazon listings.
Improved Brand Awareness
By consistently appearing in relevant Google search results, you can increase brand awareness and establish your brand as a leader in your product category.
Boost Organic Traffic
Increased traffic and sales driven by Google Ads can positively impact your product’s organic ranking on Amazon.
The A9 algorithm prioritizes products that are selling well, and Google Ads can contribute to this by driving more sales and conversion.
How to Improve Amazon SEO
To increase your product’s visibility use the following key SEO on Amazon strategies.
Conduct thorough keyword research: Identify relevant keywords with high search volume and low competition. Integrate these keywords throughout your product listing, including the title, description, bullet points, and backend keywords.
Optimize your product title: Craft a clear, concise, and informative product title that accurately reflects your product and its benefits while incorporating relevant keywords.
Write compelling product descriptions: Expand on the benefits your product offers and how it solves customer pain points. Use persuasive language and naturally integrate relevant keywords throughout the text.
Invest in high-quality product images: Professional product images help in grabbing attention and showcasing your product from multiple angles. Use the available image slots to give potential customers a clear understanding of what you’re selling.
Maintain competitive pricing: Offer competitive pricing that aligns with customer expectations. Regularly monitor your competitor’s pricing and adjust yours accordingly to stay in the game.
Run targeted promotions: Strategic promotions and deals can attract new customers, boost sales velocity, and improve your product’s ranking.
Consider using Amazon Fulfillment by Amazon (FBA): FBA can streamline logistics, potentially improve product ranking through faster fulfillment times, and free up your time to focus on your business.
Why You Should Use External Traffic to Drive Visitors to Your Amazon Listings?
While Amazon is a massive online marketplace, it’s not the only game in town.
By leveraging Google Ads vs Amazon Ads, you can expand your reach beyond potential customers already browsing Amazon, allowing you to tap into a wider audience pool who may not be aware of your products but are actively searching for related items on Google.
Having your brand appear in relevant Google search results increases brand awareness and establishes you as a leader in your product category. The more potential customers see your brand name associated with high-quality products, the more likely they are to remember and trust you when making purchasing decisions.
Increased traffic and sales driven by external sources like Google Ads positively impact your product’ organic ranking on Amazon. The A9 algorithm prioritizes products that are selling well, and Google Ads can contribute to this by driving more sales and conversion. In essence, you’re creating a positive feedback loop where external traffic fuels sales, which in turn improves your organic ranking, leading to even more visibility within Amazon.
Relying solely on Amazon Ads limits your reach and leaves you vulnerable to changes in Amazon’s advertising policies or algorithm updates. By incorporating Google Ads into your strategy, you diversify your traffic sources and mitigate risks.
What’s the Difference Between Google Ads and Amazon Ads?
| Feature | Google Ads | Amazon Ads |
| Target Audience | Broad audience actively searching for relevant products on Google | Users already browsing within Amazon, potentially nearing purchase decision |
| Search Intent | Earlier buying journey (research phase) | Higher purchase intent (actively searching for specific products) |
| Bidding Strategies | Variety of bidding options (CPC, CPA) | Focuses on maximizing visibility within Amazon’s search results |
| Campaign Types | Wider range of options (search network, display network, shopping campaigns) | Primarily sponsored product & brand ads |
| Targeting Parameters | High degree of control (demographics, interests, behavior, location) | Less granular targeting options |
6 Steps For Setting Up Google Ads For Amazon Products
- Create a Google Ads Account: If you haven’t already, head over to ads.google.com to set up your free Google Ads account.
- Start a New Campaign: Once logged in, navigate to the dashboard and click the “New Campaign” button. Select the campaign goal that best aligns with your objectives. For driving traffic to your Amazon listings, common goals include “website Traffic” or “sales”.
- Campaign Settings: Set your campaign budget, which determines the maximum amount you’re willing to spend per day or total. You’ll also need to define your campaign location and target audience based on demographics, interest, and online behavior.
- Ad Groups and Keywords: Create ad groups that categorize your products based on themes or variations. WIthin each ad group, conduct thorough keyword research to identify relevant keywords with high search volume and low competition. Include these keywords throughout your ad copy and ensure they accurately reflect your product offerings.
- Write Compelling Ad Copy: Craft clear, concise, and attention-grabbing ad copy that highlights the unique selling points (USPS) of your products and incorporates relevant keywords naturally. Use a strong call to action (CTA) to encourage users to click through to your Amazon listings.
- Conversion Tracking: Setup conversion tracking to monitor the effectiveness of your campaigns. This allows you to track how many clicks from your Google Ads convert into actual sales on Amazon.