Google Ads for Amazon – The Definitive Guide (2021)

Did you know only 25% of Amazon sellers utilize Google ads for their Amazon listings? This doesn’t mean that Google ads don’t work; this means there is an incredible opportunity up for grabs.

As there is lesser competition on the world’s number one search engine, you’ll have an easier time selling your products there.

Want to learn how to set up Google ads for Amazon? Make sure to read this article till the end to get maximum value.

By the end of it, you’d be in a position to run your own Google ads campaigns for Amazon products and boost your sales.

Let’s get started.

Can You Advertise Amazon Products on Google?

You cannot advertise your Amazon products on Google shopping ads. This is because you can only run ads for a site that you own, and you don’t own Amazon.

However, there is a way out; you can run Google shopping ads for your own site and redirect your ad traffic to your Amazon store.

If you want to directly send Google ads traffic to your Amazon product page, you can use Google text ads.

In fact, even when you are advertising with text ads, it’s advisable to use a squeeze page between your Amazon product page and ad.

This lets you collect information about your customers, which Amazon doesn’t allow. So, with a landing page in between, you can use email marketing to retarget your customers and get them to buy again.

How Do Google Ads Work?

Google ads is a pay-per-click model where advertisers bid for the top search spot for a specific keyword. The advertiser that wins the bid gets the top spot.

However, in order to determine the bid winner, Google takes into account multiple factors; the bid amount is one of those factors.

Other factors include:

  • Your ad’s quality
  • Ad relevancy
  • Landing page relevance

So, even if someone is willing to pay top dollars for a keyword, it would be difficult to get the top spot if their quality score is low.

Plus, on Google ads, you get charged only when someone clicks on your ads. So, you need to get the right people to click on your ad. In other words, you want to avoid clicks that are not likely to convert.

Why Should You Use Google Ads for Amazon?

As a seller, it’s not a good idea to put all your eggs in one basket. You want to attract traffic to your product pages from multiple sources.

Plus, Amazon’s inherent search engine may not always bring you enough customers. Many of your target customers are doing a Google search to find products like yours.

By advertising on Google, you can pull more prospects to your store and generate more sales.

In addition, anyone buying from your store is Amazon’s customer, so you are not allowed to collect their information.

But, Google ads can help you do that. You can land your prospects on a squeeze page before redirecting them to your Amazon product page.

In this way, you can collect information and use email marketing and retargeting to boost your sales.

Let’s now talk about how to create Google ads for Amazon.

Google Ads for Amazon – How to Create Them?

First, you need to understand the Google ads campaign structure.

A campaign is on the highest level with multiple ad groups; an ad group can have multiple ads in it.

You might need to create separate campaigns for every product. Or, you can create two separate campaigns; one for selling and one for generating leads through a squeeze page.

An ad group can have multiple ads and is normally organized by sets of keywords or a theme.

Finally, an ad is the smallest unit of Google ads campaign structure. You can assign multiple ads to a single ad group and split test them to find the best one.

Let’s jump into the ad creation process now.

After signing into your Google ads account, click the “+” icon at the left and then click “New Campaign”.

google ads campaign


After creating your campaign, you need to select your objective. Is it to generate leads? Do you want to get prospects to land on your product page and generate sales?

creating your campaign


Let’s say we want to sell our products, so we select “Sales” as our goal.

Next, Google will ask about the type of ad you want to display. For the sake of this guide, we select “Search”.

google search


This would be a text-based search ad. Next up, you’ll select “Website visits” as a “Way to reach your goal” and enter your site’s address.

google ad setup


And, as we are focusing on text ads, for now, leave the “Search Network” and “Display Network” options unchecked.

google ad setup 1


Then, you’d need to select the location you want to target. You can tell Google to target prospects all around the globe by selecting “All countries and territories”. Or, you can focus on a specific territory by using the “Enter another location” option.

google ad setup 3


The next step is to narrow down your audience.

narrow down your audience


For audience segmentation, you can use the search bar and choose from the suggested options. Or, you can use the browse option to create a more targeted audience.

audience segregation


Then, you can add your budget and set your bid settings. Select “Conversions” as you want to focus on converting your prospects.

bid setting


Ad extensions allow you to add extra information about whatever you are selling. If you think any piece of information can help you generate more conversions, don’t hesitate to use it.

Plus, using ad extensions is a great way to get more search engine real estate.

sitelink extension


You can then select your ad group’s name and choose your target keywords.

Google makes the keyword selection easier for you by suggesting a bunch of keywords relevant to your website. But, you still need to make sure you want to target these keywords.

google ads


Once you’ve selected your keywords, now would be the time to create your ad. Remember, it’s a dynamic text ad, so you’ll have to provide multiple headlines and descriptions.

Google will mix and match your ad content and optimize it for the best delivery.

google mix and match


google ad


That’s it. You’ve created a Google text ad for your Amazon listings. Just hit publish and track your results.

How to Track Google Ads for Amazon?

It’s crucial that you track your campaign’s results to make sure you are achieving your goals.

Google ads conversion tracking lets you identify the keywords that are working for you, your conversion rate, and cost-per-conversion.

However, you can’t place a tracking code on your Amazon product page. The best alternative is to use a landing page and track your conversions there.

For instance, anyone clicking on your Amazon link can trigger a conversion event.

To learn more about conversion tracking on your website, you can read this resource from Google.

Google Ads for Amazon – Setting Up Your Landing Page

Sending prospects to a landing page before you send them to your Amazon listing is an effective way to warm your leads.

Your target customer might not want to purchase your product right after seeing your ad. They might need a little more convincing before going through with the purchase.

Your landing page can be a bridge that makes their purchase decision easier.

Moreover, some of them may still bounce back, and some might be interested in another product. With a landing page, you can collect your prospects’ email addresses and retarget them later.

Here is a technique that can help you get more conversions at a lesser ad spend:

Create multiple landing pages for different ad groups (keyword clusters). Every ad group with a specific keyword cluster would have a dedicated landing page.

That way, you can score a better quality score with Google, which can help your ROI (return on investment).

Bonus Strategy: Remarket Your Amazon Products with Google

You can retarget your prospects or customers by installing Google Analytics on your website. The tool helps you track your visitors; you can remarket them later with Google ads.

Final Thoughts

You can’t run Google Shopping ads to sell your Amazon products because Google requires you to be the domain owner to advertise there.

However, you can always advertise your Amazon products with a text ad.

Another option would be creating a landing page between your Google ad and product page.

A landing page can also help you build your email subscribers list and generate more sales through remarketing.

After setting up your Google ads for Amazon, keep tracking their performance. Ensure that your ad spend isn’t going to waste and is bringing you the desired results.

Are you an Amazon seller and want to boost your sales with Google ads? Get in touch with us here.

Learn about marketing automation for e-commerce businesses here.

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