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You’ve probably already considered selling on Amazon but its way easier than you think.
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One of the most powerful ways to boost your sales on Amazon is by using Google Ads.
Why? According to Jungle Scout’s advertising report 2024, 64% of enterprise brands use Google or other search engine advertising, compared to 50% who invest in Amazon and other ecommerce advertising options.
This off-Amazon strategy lets you tap into billions of daily searches on the world’s most popular search engine and send high-intent traffic directly to your Amazon listings.
In this article, we’ll look at how you can effectively use Google Ads to boost Amazon sales.
Launched in 2000 (originally called AdWords), Google Ads is an online advertising platform that allows businesses pay to display brief ads, service offerings, product listings, or videos across various channels including Google search results, YouTube, Google Display Network (millions of partner websites and apps), Gmail, and Google Shopping. Advertisers choose keywords or targeting options, set their budget and bid, while Google runs an auction to decide where ads appear based on factors like ad quality, ad rank, expected impact, and bid amount.
Google Ads runs a pay-per-click (PPC) model, which means you only pay when someone clicks on your ad.
Google Ads essentially works like an auction, but instead of bidding for a product, you’re bidding for a spot on the search results page or website. Google shows your ads to people who are actively searching for what you offer or browsing content related to it. Here’s how Google ads work:
First, you want to choose from the types of campaigns Google offers, depending on your goal. Here’s a breakdown of the types of Google ads for your Amazon business:
Google Search ads are great, especially if you are targeting high-converting keywords. They are also great if you want to launch a product.
Search Ads appear at the top of Google’s search results when users type in relevant keywords. These ads look like regular search listings, but are labeled as “Sponsored.”
For example, when a shopper searches for “best bamboo toothbrushes”, they will see your ad at the top, which links directly to your Amazon product page.
With this ad, you can target users with high purchase intent, improve your Amazon Best Seller Rank (BSR), and increase sales. Also, you can use Amazon Attribution links or landing pages to track conversions from your Google Search ads.
When users search for your product, Google displays your product’s image, price, and rating at the top or side of Google’s search results. Google Shopping Ads require a connection to a website or ecommerce store with a product feed (e.g., Shopify). You can’t link directly to Amazon, but you can use bridge landing pages to guide customers from your shopping ads to Amazon.
Display ads come in banners, image ads, rich media, and more, and they appear across millions of websites in Google’s Display Network. Unlike text ads, display ads rely on elements like images, audio, and videos. They’re ideal for targeting users based on demographics and interests. So while you can’t target specific customers, you can target the kind of users you want.
Did you know that YouTube is the second-largest search engine after Google? Google video ads can appear before, during, or after content. You can target audiences based on interests, demographics, or behaviors.
Video ads are highly engaging and powerful for brand storytelling, product demos, and product launches. You can use skippable ads for broad reach or bumper ads for brand awareness.
Performance Max campaigns use machine learning to show your ads across search, display, YouTube, Gmail, and Maps, all within one campaign. All you need to do is provide the elements (text, images, video), while Google does the rest. These campaigns are especially useful when you want automation to optimize across channels or you have multiple creatives to test.
Like Shopping Ads, you may require a website or landing page as the ad destination, not a direct Amazon link.
Deciding on the right keywords is the foundation of a successful Google Ads campaign. When done right, keyword targeting ensures that your ads show up to users actively searching for what you offer, leading to higher click-through rates and better conversions. Spend time searching for highly relevant keywords to your product. These keywords should also have a high search intent and high search volume. You can use tools like Google Keyword Planner, Ahrefs, and Semrush for your keyword research.
Google offers several match types that control how closely a user’s search needs to match your keyword:
You can start with a phrase match to balance control and traffic, then test exact and broad as you gather data. For display and video campaigns, you can target demographics, interests, or website visitors.
You decide how much you’re willing to spend each day, and how much you’re willing to pay per click (CPC), per thousand impressions (CPM), or conversion. Google uses a bidding algorithm to determine which ads show up and in what order.
After setting your bids and budget, you’ll need to write compelling text (for search) or upload visuals (for display/video). A good ad typically includes:
Every time a user types in a search query or loads a webpage, Google runs a lightning-fast auction to determine which ads to show. It evaluates each ad using three main factors:
Other factors Google considers for ad positioning include landing page experience (relevance and user-friendliness of the landing page) and ad rank (bid × quality score × expected impact of extensions).
Running Google Ads for your Amazon products is a powerful strategy to drive external traffic, boost sales, and improve your Amazon rankings.
Amazon is huge, but it’s not the only place customers begin their search. Google handles over 8.5 billion searches a day, looking for product comparisons, reviews, or answers to their problems. By running Google Ads, you reach shoppers before they even land on Amazon, increasing your product’s visibility.
Amazon rewards sales velocity. When you drive external traffic that converts, your product's Best Seller Rank (BSR) improves, pushing you higher in Amazon’s organic search results. This is especially useful during product launches, promotions, and seasonal pushes.
The more traffic and conversions you drive from outside sources, the more Amazon trusts your listing.
Amazon PPC is competitive and expensive. Google Ads often offer lower cost-per-click (CPC) than Amazon Ads, especially for long-tail or niche keywords. With Google ads, you can bring in more sales without proportionally increasing your ad spend.
Go to ads.google.com and sign up or log in. Choose “Expert Mode” to get full control over campaign settings. If you want to simply create an account without launching a campaign, you can select “Create an account without a campaign” and add your business information.
Google has three layers for ad campaigns: campaigns, ad groups, and ads. Your campaign is at the highest level. You can create campaigns for different goals and products. So, you can create one campaign to collect leads via email opt-in and create another campaign to create brand awareness.
Now, within each campaign, you can create multiple ad groups. Ad groups are organized by a group of keywords and themes. You can use different ad groups to test a combination of keywords. We recommend not going above 20 keywords per ad group and about 7-10 ad groups per campaign. Within each ad group are ads. You want to create 2-3 ads per group.
To create your campaign, click on “ New Campaign”. Choose your campaign goal, which includes “Website traffic”, “Sales”, “Leads”, and “Brand awareness and reach”. Once done, choose your campaign type and the way your campaign goal will be achieved.
Next, clearly name your campaign. (e.g., "Amazon - Bamboo toothbrush - US")
Next, create your ad groups for a group of related keywords. Add phrase match or exact match keywords with high buying intent. Use tools like Google Keyword Planner to research volume and competition.
You only have a few seconds to stun your audience and get them to click on your ad. Your ad should include:
You want to create 2 ads per group, as Google will automatically split test your ad to choose the winning ad.
Go to Amazon Attribution > Create a new campaign
Use this special link instead of your regular Amazon URL to track performance.
Once your Google Ads campaign is live and sending traffic to your Amazon listing (or a landing page), the real work begins: optimization. The goal is to maximize conversions, reduce wasted spend, and scale whatever is working. Here are a few tips to help you optimize your Google Ads for Amazon:
Keep in mind that all clicks aren’t equal. Focus on buyer-intent keywords, not just traffic-generating keywords. For example, keywords like “office chair under $200” have a stronger buyer intent than “office chair ideas”. Focus more on using phrase match or exact match over broad match for better targeting.
Negative keywords filter out irrelevant searches that cost money but never convert. Include negative keywords to remove those words or phrases that are irrelevant to your goal. Check the Search Terms Report weekly to find and exclude low-quality search terms.
Don’t settle for one ad. Always A/B test ad elements like headlines with vs. without “Amazon” or “Prime”, value propositions, and calls to action, e.g, “Buy on Amazon”, “Shop Now,” “Get Yours”
Google prioritizes ads with higher CTR (Click-Through Rate) and Quality Score, reducing CPC over time.
Use Google Ads’ data to adjust bids. Raise bids on keywords that convert profitably, and lower or pause those with high spend and low conversions.
Once you have conversion data, switch to Target ROAS or Maximize Conversions bidding strategy.
Most Google search traffic is mobile. Your landing page and Amazon listing must load fast, be easy to read on small screens, and show key info (title, reviews, price) above the fold. Track your performance by device in Google Ads and adjust your mobile bids accordingly.
Use Google Display or YouTube remarketing to re-engage visitors who clicked your ad, visited your landing page, or didn’t convert. You can use platforms like PixelMe or Helium 10 Portals to install tracking pixels.
If you're not sending users directly to Amazon, your landing page must match ad keywords, highlight key benefits, and carry a link to Amazon. Include some urgency (limited-time offers, coupons) to spur customers to make a decision. A/B test landing page variations: layout, CTA wording, hero image, etc.
Don't panic at daily fluctuations. Optimize your ads based on weekly trends. Pause underperforming keywords, and reallocate your ad budget to the top-performing keywords. Add new negative keywords from search terms to reduce costs.
Some key metrics to keep your eyes on include cost per conversion (CPC), conversion rate, Return On Ad Spend (ROAS), and Click-through rate (CTR).
Read also: The Ultimate Guide to Amazon Advertising.
When used strategically, Google Ads can be a powerful addition to your Amazon marketing toolkit. You can drive quality external traffic to your Amazon listings, increase your sales, and reduce your ACoS. If you're looking to stand out in a crowded Amazon marketplace, leveraging Google Ads might just be your next competitive edge.
Yes, you can create Google ads that link directly to your Amazon product page or Storefront. You can also link your ad to a landing page that redirects to Amazon.
With Google Ads, you can:
No, you do not need an Amazon Seller Central account to run Google Ads.
However, if you're promoting and linking to an Amazon product or storefront, you will need to have an Amazon Seller Central account.
Yes, you can track sales from Google Ads to Amazon, but only if you're a brand-registered seller using Amazon Attribution. This is Amazon’s official tool for tracking off-Amazon traffic sources like Google Ads, Facebook Ads, email campaigns, and more.
You’ve probably already considered selling on Amazon but its way easier than you think.
Call Us Now