Google Ads for Amazon Sellers: A Comprehensive Guide (2024)

Yo, Amazon sellers! Are your ad costs skyrocketing like a rocket to nowhere? You’re not alone. As we dive headfirst into 2024, rising ad costs are the biggest buzzkill for sellers like you and me. But hold up, don’t hit the panic button just yet! There’s a new sheriff in town, and it goes by the name of Google Ads.

Yeah, you heard that right. Google Ads. That powerhouse search engine everyone and their grandma uses? It’s not just for big-shot brands anymore. Savvy Amazon sellers are ditching the Amazon advertising hamster wheel and hopping onto the Google Ads express train to drive traffic straight to their Amazon listings.

Think of it like this: instead of battling it out in the Amazon boxing ring where everyone’s throwing punches (and money) at the same keywords, you’re slipping into a whole new arena with Google Ads. Less competition, more targeted traffic, and potentially way more moolah for your efforts. Sounds pretty sweet, right?

Why are Amazon Sellers Choosing Google Ads?

Let’s be real, Amazon’s a jungle. And just like in any jungle, survival often means adapting and, more importantly, finding new watering holes. Google, my friends, is that fresh, sparkling oasis your Amazon business has been thirsting for.

First off, Google’s the king of the internet. It’s where everyone hangs out, from your tech-savvy nephew to your grandma looking for the best apple pie recipe (no shade, grandma!). In fact, it’s scarily similar to Amazon in its vastness and reach. But here’s the kicker: shoppers trust Google. They turn to it for everything from comparing prices to reading reviews. So when you snag that coveted ad space on Google, you’re tapping into a goldmine of potential customers who are already in the mood to buy.

Speaking of buying, let’s talk about consumer behavior for a sec. Remember that Jungle Scout report from earlier this year? Yeah, the one that basically confirmed what we already knew? People don’t just wake up one day and impulsively buy a year’s supply of protein powder on Amazon (unless it’s Prime Day, then all bets are off). They do their research, compare prices, and read reviews. And guess where they do all of that? Yep, you guessed it – Google! They might end up buying on Amazon, but their journey starts with a Google search. And that’s where you come in with your killer Google Ads campaign.

4 Benefits of Using Google Ads for Amazon Sellers

Okay, so we’ve established that Google Ads is the cool kid on the block. But what’s in it for you, the hardworking Amazon seller? Let me break it down for you:

Less Competition: Your Ad, Their Attention

Imagine this: you’re a small fish (aka a new Amazon seller) in a giant, piranha-infested lake (aka the Amazon marketplace). Every time you try to snag a customer, you’re met with fierce competition from bigger, more established brands. It’s tough out there! But with Google Ads, you’re swimming in a slightly less crowded pond. Don’t get me wrong, there’s still competition, but it’s less about outbidding the Goliaths and more about targeting the right David for your product.

Here’s a real-world example: let’s say you’re selling Vitamin D supplements (because who couldn’t use some extra sunshine in their lives?). If you search for “Vitamin D supplement” on Amazon, you’re bombarded with thousands of results. It’s a sea of bottles, all vying for your attention. But do the same search on Google, and you’ll likely see a more curated selection, with brands like Nature Made often snagging those top spots. Why? Because they’re smart and using Google Ads to target consumers who are actively searching for their products.

Cost Efficiency: Stretching Your Advertising Dollar

Let’s face it, Amazon PPC can feel like you’re throwing money into a black hole sometimes. You pour thousands into campaigns, hoping for a decent return, but it’s like trying to fill a bathtub with a leaky bucket. Frustrating, right? That’s where Google Ads comes in like a trusty plumber, ready to fix those leaks and maximize your ad spend.

Think of it this way: on Amazon, you’re often competing against sellers who are willing to pay top dollar for any click, even if it’s from someone who’s just casually browsing. It’s a bidding war, and it can get pricey fast. But with Google Ads, you’re targeting consumers who are actively searching for products like yours. They’re further down the funnel, closer to making a purchase. And because they’re more likely to click and convert, your cost-per-click goes down, and your click-through rate goes up. It’s a win-win!

This is especially clutch for sellers in those super competitive categories where Amazon PPC costs are basically highway robbery. I’m talking about those health and household categories that everyone and their dog seems to be selling in. You know the ones. They rake in tons of ad spend on Amazon but have a dismal return on ad spend (RoAS). But here’s the plot twist: Google Ads in these categories are crushing it, with sky-high add-to-cart rates. So while everyone else is stuck in the Amazon PPC mud pit, you can be chilling on the Google Ads gravy train.

High Return on Ad Spend (RoAS): Show Me the Money!

Okay, let’s talk numbers for a sec because, at the end of the day, we’re all here to make some sweet, sweet cash money. While KPIs (Key Performance Indicators) can be as varied as the products we sell on Amazon, there’s one metric that gets everyone’s attention: RoAS. And guess what? Google Ads can give your RoAS a serious boost.

Think of it like a one-two punch. Google Ads helps you land those early jabs, attracting customers while they’re still in the “research” phase. Then, when they’re ready to buy, your Amazon listing delivers the knockout punch. And because you’ve already piqued their interest with your awesome Google Ads, they’re more likely to convert, boosting your RoAS for subsequent Amazon campaigns. It’s like setting up a domino effect of sales!

Just how much of a boost are we talking about? Hold onto your hats, folks, because the average RoAS for Google Ads directing to Amazon is a whopping 203%! That’s right, for every dollar you spend, you could be seeing two dollars back (and then some!). Now, those are the kind of numbers that make you want to do a victory dance.

New-to-Brand Sales: Building Your Customer Base

Let’s be honest; we all love our loyal, repeat customers. They’re the lifeblood of any successful Amazon business. But to truly thrive, you need to constantly bring new customers into the fold. And that’s where Google Ads shines brighter than a disco ball.

Remember how we talked about Google Ads targeting consumers in the research phase? That’s prime time for snatching up those new-to-brand customers who haven’t pledged their allegiance to your competitors yet. They’re open to trying new things, and you’re there to greet them with open arms (and a killer Google Ad).

In fact, a staggering 72% of conversions from Google Ads to Amazon are new-to-brand sales. That’s a whole lot of fresh faces checking out your products! And here’s the best part: if you’ve got products that people tend to buy again and again (think coffee, supplements, or those addictive phone cases), those new-to-brand customers could turn into loyal fans who keep coming back for more. It’s like planting a seed that grows into a money tree!

How to Set Up Your Google Ads Campaigns for Amazon Products

So, you’re ready to dive into the world of Google Ads and watch your Amazon sales soar? Awesome! But before you start throwing money at keywords like a kid in a candy store, let’s take a strategic pause. Setting up Google Ads campaigns for Amazon products is a different ball game than your typical Google Ads strategy. Here’s your game plan for success:

1. Choose the Right Campaign Type

Google Ads offers a buffet of campaign types, each with its own unique flavor. For Amazon sellers, these are the money-makers:

• Search Campaigns: These are your bread and butter. You’re bidding on keywords that people plug into Google when searching for products like yours. Nail your keyword research, write compelling ad copy, and boom – you’ll be putting your product listings front and center.
• Shopping Campaigns: If a picture’s worth a thousand words, then Shopping Campaigns are worth a million bucks. These visual bad boys showcase your products with images, prices, and your store name, making it super easy for shoppers to click and buy directly from your Amazon listing.
• Display Campaigns: Ever wonder how those banner ads magically appear on your favorite websites? That’s the magic of Display Campaigns. While they’re not as direct as search campaigns, they’re great for building brand awareness and retargeting potential customers who’ve already shown interest in your products (more on that later!).

2. Master the Art of Keyword Research

Keywords are the secret sauce of Google Ads. Choose the right ones, and you’ll be drowning in clicks. Choose the wrong ones, and you’ll be watching your budget evaporate faster than a puddle in the Sahara. Here’s the skinny on finding those golden keywords:

• Think Like Your Customer: Put yourself in the shoes of someone searching for your product. What words would they type into Google? Get inside their head.
• Use Keyword Research Tools: Don’t rely on guesswork! Tools like Google Keyword Planner, Ahrefs, and SEMrush are your best friends. They’ll give you insights into search volume, competition, and even suggest related keywords you might not have thought of.
• Focus on Long-Tail Keywords: These are longer, more specific phrases that people use when they’re closer to making a purchase. For example, instead of targeting “protein powder,” go for “best organic vegan protein powder for weight loss.” See the difference?

3. Craft Click-Worthy Ad Copy

Your ad copy is your chance to make a good first impression. It’s the digital equivalent of a storefront window display. Make it enticing, informative, and oh-so-clickable with these pro tips:

• Highlight Benefits, Not Just Features: Don’t just list what your product does. Tell potential customers how it will improve their lives. Will it make them stronger, happier, more productive? Sell the sizzle, not just the steak.
• Include Keywords Naturally: Google’s smart (like, really smart), so don’t try to stuff keywords into your ad copy like you’re cramming for a test. Use them naturally and organically.
• Add a Call to Action: Tell people what you want them to do. Click here, shop now, learn more – a clear call to action can significantly increase your click-through rate.

4. Bid Strategically (and Don’t Overspend!)

Bidding in Google Ads can feel like an auction on adrenaline. But don’t worry, you don’t need to be a Wall Street mogul to master it. Here’s how to bid like a pro without breaking the bank:

• Set a Budget: Before you even think about bidding, determine how much you’re comfortable spending each day or month. This will prevent you from waking up to a credit card bill that induces heart palpitations.
• Experiment with Bidding Strategies: Google Ads offers a variety of bidding strategies, from manual bidding (you set your bids) to automated bidding (Google takes the wheel, but you still have some control). Experiment and find what works best for your goals and budget.
• Monitor and Adjust: The Google Ads game is all about constant optimization. Keep a close eye on your campaigns’ performance and adjust your bids accordingly. If a keyword is not converting, don’t be afraid to pause it or lower your bid.

Advanced Strategies: Level Up Your Google Ads Game

Ready to take your Google Ads campaigns from good to great? These advanced strategies will give you the edge over the competition:

1. Embrace the Power of Retargeting

Ever get that slightly creepy (but also kinda cool) feeling when an ad for a product you were just looking at follows you around the internet? That, my friends, is retargeting in action. And it’s a powerful tool for Amazon sellers.

Here’s the deal: not everyone who clicks on your ad will make a purchase right away. Some people need a little nudge, a gentle reminder that your awesome product exists. Retargeting allows you to show ads to people who have previously interacted with your website or Amazon listings. It’s like a friendly tap on the shoulder, reminding them to come back and finish what they started. You can even tailor your ads to specific actions they took, like viewing a product page or adding an item to their cart.

2. A/B Test Like a Mad Scientist

In the world of Google Ads, data is king. And the best way to get that sweet, sweet data is through A/B testing (also known as split testing). It’s like a science experiment for your ads, where you pit different versions against each other to see which performs best.

Here’s how it works: create two slightly different versions of an ad element – it could be your headline, ad copy, or even the call to action. Then, run both versions simultaneously to see which one gets more clicks, conversions, or whatever metric you’re trying to improve. The winning version becomes your new control, and you move on to testing other elements. It’s a never-ending cycle of optimization!

3. Track Your Conversions Like a Hawk

If you’re not tracking your conversions, you’re basically flying blind. Conversion tracking tells you which of your Google Ads are actually leading to sales on Amazon. It’s like having a GPS for your advertising dollars, showing you where they’re going and what they’re accomplishing.

Setting up conversion tracking involves adding a snippet of code to your Amazon product pages. Don’t worry; it’s not as complicated as it sounds. Google provides step-by-step instructions. Once it’s set up, you’ll be able to see exactly which keywords, ads, and campaigns are driving the most sales. This information is pure gold, allowing you to fine-tune your campaigns for maximum ROI.

Conclusion: Google Ads – Your Amazon Sales Secret Weapon

So, there you have it – your crash course in using Google Ads to dominate Amazon in 2024. In a nutshell, Google Ads offers a powerful solution for Amazon sellers battling cutthroat competition and those ever-increasing ad costs. By understanding the benefits and implementing the right strategies, you can leverage the might of Google to drive traffic, increase brand awareness, and watch your Amazon sales skyrocket.

Remember, the Amazon game is constantly evolving. What worked yesterday might not work tomorrow. Stay curious, experiment, and never stop optimizing. And who knows? You might just become the next Amazon success story.