Amazon Marketing Services: Run Google Ads to Maximize Your Sales

Posted by Oodles Marketing on November 12th, 2020

Amazon is catching up to Google in regards to product search. Users on Amazon are usually further along in the buying process, whereas the user-base on Google are earlier on the research phase. Still, the search engine giant serves as an additional platform to get your products and brand at the forefront of wide audiences. If consumers are noticing you on both platforms, it will increase their chances of buying. If amazon marketing services are not putting you in front of the target audience, Google definitely will. 

Keywords

Just like Amazon’s Sponsored Products, Google Ads are keyword-oriented. If you’re running Sponsored Products Ads, you can use it to design your keyword strategy for Google Ads.  Google ads have three levels:

  • Campaign
  • Ad Group
  • Ad

You can organize your campaign in multiple ways, but the best way is to-

  1. Select one product for your campaign. 
  2. Break it down into three-four ad groups. 
  3. Each ad group will contain four-six keywords that are categorically related. 
  4. Every ad group will contain different ads, all centered around the category.  

Keyword research is very crucial for Amazon listing optimization, Google ads, and organic ranking. 

  • Keywords from Search Term Reports

Use the same keywords in Google ads that you’re targeting within Amazon’s internal advertising platform. You can also use Search term reports to discover additional keywords. Look for search terms that are yielding in profitable sales. It is a goldmine of information. Also, you need to use the exact phrasing that the customers use. 

  • Amazon Auto-Suggest Keywords

If you want to find long-tail keywords, type in a keyword in the Amazon search bar, and look at what other keywords show up in the dropdown. You can also use the AMZ Suggestion Expander tool, it will provide you with more suggestions. Use these keywords in your google ads to get the best result. 

  • Negative keywords 

You’ve to add negative keywords so that you won’t show up for irrelevant searches. Suppose, you sell electronic gadgets, but you don’t sell headphones. This is your negative keyword.  Also, adding negative keywords makes sure that you aren’t double bidding against yourself. For instance, if an exact match keyword is used, you should add that exact match as a negative keyword in phrase and broad match groups that might show up for the exact match search term. 

Creating Ads that Convert

After you’ve created a keywords list, break it down into different categories to create ads. Each ad group should’ve numerous ads so that you can collect data and find out which performs the best. The key to successful digital marketing is to use data to experiment and improve ads over time.  Every ad contains

  • A headline- each ad can have up to 3 headlines, each with a maximum of 30 characters
  • Description- Two, each with up to 90 characters
  • URL path- maximum two, each can only have 15 characters.
  • Headline

The headline is the most important component of your text ad. This is what attracts customers while searching on google. You should include the search term in the headline so that if someone is searching for certain products or services, it will show up in big bold letters.  You can also use dynamic parameters within an ad. If there are multiple keywords in an ad group, the particular keyword used in the search term will appear in the ad. 

  • URL path

These are the words that appear after your website link. Here you should add terms that increase the urgency. Use words like sale, discount, one-day offer, promotion, etc. 

  • Description 

You get more space to explain the offer in detail and communicate the benefits and features of your products in the description segment. Always finish with a call-to-action, give people a reason to click on your ad.  Remember you pay every time someone clicks on your ad, so along with negative keywords include some disqualifications in the ad copy. If you only do business with wholesalers, you don’t want retailers or individual buyers to click on your ad. Therefore, clarify your service offerings in the description.

Landing Page  

After users click on your ad, they will be directed to your landing page. Create custom landing pages for each ad group, also include the search terms in the headline of the landing page.   The landing page experience is the most important element in Google’s Quality Score. Compatibility between the ad and the landing page will increase your Quality Score. This will enable you to pay less and show up higher.  Adding Google Analytics Tracking Code to the landing page will enable you to remarket to people who took specific actions. Remarketing is cheaper and more productive than advertising to new audiences. 

Test, Evaluate and Improve

Success in digital advertising comes from experimentation. You should set up conversion tracking and use the data to find out what is bringing in the results. Ads that are working, try testing different headlines, descriptions, and URL paths.  Keep doing the keyword research. If a broad match keyword is profitable, find the phrase that works best. 

Advertise Informative Content

An interesting approach to leveraging Google ads is advertising educational content to get people on your site. After they land on your page, you can then sell your product and services.  This strategy works because google is mostly used for answering questions and top-of-funnel searches. However, most businesses on google are bidding on product keywords. Those keywords are pretty expensive. If you work around them, there will be much less competition and thus they will be cheaper.  You can get traffic on your website in an inexpensive way by promoting blogs, videos, and other informational content. Include a link to the Amazon page at the end of the blog post. You can also add Google tracking code to remarket ads to people who viewed your content. This will create a more sophisticated sales funnel for Amazon.

Final Thoughts

Google ads combined with Amazon marketing Services bring extra traffic thus increasing your sales on Amazon. Although Amazon is a great platform, it is difficult to collect information and do remarketing through the platform itself. Google Ads enables you to create sales funnels for Amazon, helping you to get ahead of your competitors and grow your business. For further assistance in setting up your ad campaign, you can consult a skilled digital marketing agency like Oodles. Our team of expert digital marketers will help you reach your target customers through engaging content and remarketing solutions. For more details contact us here.    


Oodles Marketing

About the Author

Oodles Marketing
Joined: May 28th, 2019
Articles Posted: 10

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