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Amplify Off-Amazon Traffic Using Google Ads [How To]

<strong>Amplify Off-Amazon Traffic Using Google Ads [How To]</strong>

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Google Ads is a powerful advertising platform that can help promote your Amazon products and increase sales. The Amazon Marketplace constantly advertises products from sellers and brands on Google, so why doesn’t your Amazon store do the same?

Using Google Ads as part of your omnichannel marketing strategy ensures that millions of people searching for your products daily can discover them through the world’s most popular search engine.

Although only about one in four Amazon sellers use Google Ads (formally Google AdWords) to promote their brands and drive traffic to product listings, Google pay-per-click ads can be a great way to reach potential customers, engage with them, and increase conversions.

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Considering that the average return on investment of PPC (pay-per-click) advertising using Google Ads is 200% or more, it’s a strategy that Amazon sellers should seriously consider.

However, building ads for your Amazon FBA, FBM, or Affiliate business is more complex than promoting specific product listings within the marketplace. 

Instead, sellers must drive traffic using website landing pages to comply with Amazon TOS (terms of service).

With that in mind, what’s the best way to set up Google Ads for Amazon products? This blog post will explain how to set up Google Ads for Amazon Products while covering best practices that increase product listing traffic and conversions.

From keyword research to ad copy creation, we’ll cover everything you need to know to create a successful Google Ads campaign for your Amazon products. Here’s what you’ll learn:

Why Use Google Ads for Amazon Products?

google ads for amazon products

Google Ads is a popular advertising platform that enables businesses to promote their products on the world’s largest search engine. It puts you in front of a different audience than you’ll reach in your standard Amazon advertising funnel.

By advertising on Google, you can reach a larger audience and drive more traffic to your Amazon product listings. Moreover, Google Ads offers various targeting options to ensure the right audience sees your ads.

Whereas Amazon Advertising uses shoppers’ product search queries to target customers with sponsored product ads, Google Ads targets customers based on their search query terms.

Some search query terms on Google have buying intent, meaning users are actively looking for products and services to buy. This makes Google Ads a great way to reach an audience ready to convert.

You can also target people at every stage of the buyer’s journey and time your ads to appear when they are most likely to convert.

Google Ads also offers various ad formats that allow you to create engaging and eye-catching ads that draw customers in and encourage them to click through.

Plus, Google Ads offers various targeting options, such as location-based targeting, audience targeting, and keyword targeting. This means you can target people likely to purchase your products in specific geographic locations or among a particular audience type.

amazon ads vs google ads

Combining Amazon Brand Ads and Google Ads maximizes your reach and increases brand awareness. It also lets you go granular with your advertising approach and effectively target potential customers.

To set up a successful Google Ads campaign for your Amazon products, you must understand how ads work, identify the right keywords to target, and create compelling ad copy that drives clicks.

With that in mind, let’s dive into how to set up a successful Google Ads campaign for your Amazon products.

At A Glance: The Process Of Creating Google Ads For Amazon Products

google ads for amazon products

Because PPC is competitive, and competition for top-selling keywords drives prices up, Amazon prevents marketplace sellers from creating Google Ads that drive traffic directly to Amazon product listings.

Otherwise, professional Amazon sellers would drive up advertising costs for Amazon itself, which regularly promotes marketplace products on Google Ads.

Therefore, setting up Google Ads for Amazon products differs slightly from creating PPC ads for other eCommerce businesses. Here’s an overview of the steps sellers must take to set up Google Ads for Amazon Products:

  1. Choose Which Products You Want To Advertise
  2. Create A Website Landing Page For Each Product
  3. Select Appropriate Keywords And Bid Strategies
  4. Set Up Your Ad Groups & Write Compelling Ad Copy
  5. Track Your Ads Performance And Make Adjustments As Needed
  6. Optimize Your Website Landing Pages & Product Pages

Since you’re directing potential customers from a Google search to a website landing page and, finally, having them visit an Amazon listing, you’ll need to ensure your website is well-designed and optimized for high conversions.

You’ll also need to create compelling ad copy to entice customers to visit your website, redirect to your Amazon product, and purchase.

Although it might seem like your prospective customers are jumping through hoops with this advertising strategy, taking them to a landing page provides more significant marketing opportunities.

amazon product listing

Use the extra step to present a well-optimized landing page on your website, including clear calls to action and a strong message, which is crucial for increasing repeat purchases.

It provides an opportunity to turn lemons into lemonade by informing them about other products, enticing them with special discounts, and collecting contact information for future marketing campaigns.

Now that we’ve covered why setting up Google Ads for Amazon products works let’s review the steps to launching your campaign.

We’ll begin with building a landing page. Afterward, we discuss Google Ads keyword research and selection, then move on to setting up your ad groups, writing copy, tracking performance, and optimizing ads. Let’s get started!

6 Steps For Setting Up Google Ads For Amazon Products

Because advertisers can’t simply create a text ad that directs searchers to listings on Amazon, there’s a bit more that goes into promoting Amazon products using Google Ads. Here’s a six-step process to help you get the most from the paid search traffic you generate:

1. Choose Which Products You Want To Advertise

amazon brand store

Selecting which Amazon products to advertise using Google Ads is a strategic decision that requires careful consideration. These are the factors to consider when choosing the products to promote:

  • Product Demand

Advertising products with high demand can help increase the likelihood of conversions. Analyze your products’ volume and organic sales data to identify which ones have the largest market.

You can also use Google Trends and Analytics to see how large an audience is searching for products related to your Amazon listings.

  • Product Profitability

Consider the profitability of each product when selecting which ones to advertise. Products with higher profit margins are typically better candidates for advertising, as they can help maximize your return on investment.

An Amazon Brand Analytic data program can quickly help you find your most profitable products.

  • Competition
Google Ads Keyword Competition

Analyze the level of competition for each product to determine which ones are most likely to generate a return on your advertising investment.

Products with less competition make securing favorable ad positions in Google Ads easier, leading to more visibility and clicks.

  • Product Differentiation

Consider each product’s unique features and benefits when selecting which ones to advertise.

Products that stand out from the competition and offer outstanding value to customers are more likely to attract clicks and conversions.

  • Customer Reviews
customer reviews amazon

Analyze customer reviews for each product to determine which ones have higher customer satisfaction.

By noticing which products have the highest sales and customer reviews, you can determine which will attract attention and clicks in your Google Ads.

  • Advertising Budget

Consider your advertising budget when selecting which products to advertise. Products with higher profit margins may be better candidates for advertising, as they can help maximize your return on investment.

By considering these factors when selecting which Amazon products to advertise using Google Ads, you can make strategic decisions that help increase your visibility, attract more clicks, and boost your sales.

Now that you know which products you should use Google Ads to promote, let’s move on to the next step: building a landing page.

2. Create A Website Landing Page For Each Product

A landing page is a dedicated webpage to persuade visitors to take a specific action, such as purchasing your product.

Designing A Landing Page

Amazon Product Landing Page Example

The first step in building a landing page is designing the page itself. Your landing page should be visually appealing and easy to navigate, with clear and concise messaging.

Here are some tips for designing your landing page:

  1. Use high-quality images and videos of your product to showcase its features and benefits.
  2. Make sure your landing page is mobile-responsive, as more and more people are browsing and shopping on their smartphones.
  3. Use a clear and prominent headline that communicates the key benefit of your product.
  4. Use bullet points to highlight the key features and benefits of your product.
  5. Include customer reviews and testimonials to build trust and credibility.
  6. Use an opt-in email form to turn one-time visitors into lifelong marketing prospects.
  7. Include large “Buy Now” buttons directing visitors to the Amazon checkout page.

Optimizing Your Landing Page for SEO

Landing Page SEO Example

Just because you’re driving the most paid advertising traffic doesn’t mean you should forget about search engine optimization (SEO).

Following SEO best practices helps organic searchers on Google find your product without paying for traffic and ensures that your content is relevant to visitors and search engine algorithms.

Optimizing your landing page for search engines is essential to ensure it is visible to potential customers. Here are some SEO best practices to follow when building your landing page:

  1. Conduct keyword research to identify the most relevant keywords for your product. Use these keywords in your headline, body copy, and meta tags.
  2. Use descriptive and relevant meta tags, including the title and meta descriptions, to improve your page’s visibility in search results.
  3. Use internal linking to connect your landing page to your Amazon product listing and other relevant pages on your website.
  4. Double-check that your landing page loads quickly, as page speed is an important ranking factor for search engines.
  5. Ensure that search engine bots easily crawl your landing page using a clear and organized structure and avoiding technical issues like broken links and duplicate content.

After building out the main content of your landing pages, transition to working on the call to action.

Writing Your Call to Action

A call to action (CTA) is a critical element of your landing page, as it drives visitors to take the desired action, such as purchasing. Here are some tips for creating a strong CTA:

  1. Use action-oriented language encouraging visitors to take action, such as “Buy Now” or “Add to Cart.”
  2. Use a prominent and contrasting color for your CTA button to make it stand out.
  3. Place your CTA above the fold so visitors don’t have to scroll to find it.
  4. Use urgency and scarcity to create a sense of urgency and motivate visitors to take action, such as “Limited Time Offer” or “Only 5 Left in Stock”.
  5. Provide several links that direct visitors to your products using large buttons that are easy to identify and click.

Building a landing page for your Amazon products can be a highly effective way to increase conversions and boost sales. 

Now that you know the basics of website landing pages for Amazon products, let’s discuss the next steps—keyword and bidding strategy selection.

3. Conduct Google Ad Campaign Keyword Research For Amazon Products

Keyword research is essential to setting up a successful Google Ads campaign. By identifying the right keywords for your Amazon products, you can ensure that potential customers interested in your products see your ads.

Google Keyword Planner

Tools like Google Keyword Planner and Amazon’s auto-suggest feature are perfect for finding relevant keywords for your campaign. Match these results from existing keyword analytic data for your Amazon ad campaigns to locate any overlap.

Perhaps you notice that customers searching for “black sneakers” on Amazon are more likely to buy than those searching for “shoes.” Use Amazon search term data to direct your Google Ad research and create new campaign keyword lists.

While it might be more expensive, broad-match keywords will give you a wider reach and help attract more potential customers searching for your product. This is the way to go if you want to build brand awareness, but there might be better strategies to optimize for conversions and clicks.

If your brand wants to generate clicks and conversions rather than build awareness, use long-tail keywords to drive laser-target traffic to your landing page. These keywords should be more specific and help tie the search query directly to your product or service.

Test a variety of keywords, regardless of cost-per-click, and decide which leads to increased conversions and sales. Once you have identified your best keywords, adjust your bids accordingly.

4. Create Your Google Ad Campaigns To Promote Amazon Products

To create a new campaign on Google Ads, you’ll need to choose the right campaign type and settings.

For promoting Amazon products, choose the Search Network campaign type. You can then set your campaign budget, target location, language, and bidding strategy.

Ad Group Creation for Google Ads on Amazon Products

Once you’ve created a new campaign, you’ll need to create ad groups. Ad groups are sets of ads based on a specific theme or product. You can set a recommended cost-per-click (CPC) for a particular keyword in the group or the whole group.

Google will charge your target CPC whenever a Google search query displays your ad and a searcher clicks on your landing page link.

For Amazon products, create ad groups based on product categories or features. This organizational structure will help you create highly targeted ads relevant to your audience.

Ad Copy Creation for Google Ads on Amazon Products

google ad examples

Creating compelling ad copy is crucial for a successful Google Ads campaign.

Your ad copy should be relevant to your target audience and highlight your Amazon products’ unique features and benefits.

Use attention-grabbing headlines, clear calls to action, and keywords in your ad copy to increase your ads’ click-through and conversion rates.

Ad Extensions for Google Ads on Amazon Products

google ad examples

Ad extensions are additional information you can include within your Google Ads to make them more informative and valuable to your audience.

For Amazon products, you can use ad extensions like Sitelink extensions, Callout extensions, and Promotion extensions to highlight your product features, promotions, and pricing.

5. Optimize Your Google Ad Campaigns Promoting Amazon Products

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Optimizing your campaign is essential to improving your advertising performance and achieving your goals. You can ramp up your budget when something works or adjust ads when something isn’t working.

Regularly monitor your campaign performance and change your ads, keywords, and targeting to improve your results.

You should also use A/B testing to test different ad elements and determine the best-performing ads for your campaign.

The goal is to find profitable and cost-effective keywords and ads that will help you drive more conversions on your landing page and leads and sales on your Amazon product pages.

By continually monitoring results and adjusting campaigns as you see what works and what doesn’t, you can increase your ROI and find success with Google Ads for Amazon products.

Don’t Forget Budget Management For Amazon Products Promoted On Google Ads

Managing your campaign budget is vital to ensure you efficiently spend on advertising. Your industry, customer lifecycle, and market trends all impact how much you should spend on Google Ads.

Set a daily budget for your campaign and monitor your advertising spending regularly. You can also use Google’s automated bidding strategies to optimize ad spending and maximize results.

Consider Remarketing Your Google Ads For Amazon Products

amazon remarketing

Remarketing is a powerful advertising technique that enables you to show ads to people who have previously interacted with your Amazon products or website.

By showing ads to people interested in your products, you can increase your conversion rate and drive more sales.

Use Google Ads remarketing to create custom audiences based on specific user behavior on your website, such as adding products to their cart or abandoning their cart.

Focus On The Right Performance Metrics

Tracking your advertising performance is vital to measuring your campaign’s success and identifying improvement areas.

Use performance metrics like Click-Through Rate (CTR), Conversion Rate, Cost per Click (CPC), and Return on Investment (ROI) to measure the effectiveness of your campaign.

As an Amazon advertiser, you’ll have plenty of data from Amazon and Google to help you make informed decisions and continuously improve your campaigns.

By leveraging the right strategies, testing different ad formats, and optimizing your campaign budget and performance metrics, you can successfully promote your Amazon products on Google Ads and drive more sales.

Analyze your performance metrics regularly and make changes to your campaign to improve your results.

6. Optimize Your Website Landing Pages & Product Pages

Congratulations on building Google Ads to promote your Amazon products so far. The final step is continually improving your landing and product pages.

Consider updating and A/B testing your landing pages to improve email opt-ins and sales conversions. Keep these pages up-to-date with the latest content and design trends.

Also, review your Amazon product listings, optimize them for Amazon SEO, and ensure they have the proper product descriptions and images.

Because convincing a web searcher from Google to buy your product on Amazon requires an additional step of visiting your landing page first, ensure that the whole process is optimized for conversions.

Optimizing your website landing pages and Amazon product listings can convert web searchers into customers and drive more sales from your Google Ads. 

Review your results at least every quarter and decide which pages need updates or changes to optimize your campaigns.

Frequently Asked Questions (FAQs)

How much does it cost to advertise on Google Ads for Amazon Products?

The cost of advertising on Google Ads for Amazon Products is based on a pay-per-click model, which means you’ll only pay when someone clicks on your ad. The cost per click will depend on various factors such as the competitiveness of your keywords, the quality of your ad, and your target audience.

Can I target specific audiences with Google Ads for Amazon Products?

Yes, with Google Ads for Amazon Products, you can target specific audiences using demographic information, interests, behaviors, and more. This allows you to reach your ideal customers and increase the chances of making a sale.

How do I measure the success of my Google Ads for Amazon Products campaigns?

To measure the success of your Google Ads for Amazon Products campaigns, you can use various metrics such as impressions, clicks, conversions, and return on investment (ROI). You can also use split testing to see which ad variations perform best and adjust your campaign accordingly.

Conclusion

Setting up Google Ads for Amazon Products can help you increase your sales and reach a wider audience.

By following the best advertising practices and creating a well-structured and targeted campaign, you can achieve your advertising goals and maximize your ROI.

Use the tips and techniques outlined in this blog post to create a successful Google Ads campaign for your Amazon products.

If you ever need any help along the way, don’t hesitate to reach out to our team at Eva to learn how we can help you build profitable ads as an Amazon & Google advertiser.

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