With how extensively people use Google to solve about anything under the sun, the fact that approximately 25% of Amazon sellers utilize Google Advertising to promote their products is less surprising than it would be if the case were any different.
Why Should I Opt for Google Advertising to Boost My Amazon Products?
While the figure of 25% may seem higher than expected at first glance, the average Return on Investment (ROI) for Google Ads that stands at 200% is bound to shift the initial apprehension to credibility pretty quickly. This strategy of using google ad services for Amazon product promotion, or “Amazon AdWords” in short, harnesses the power and popularity of the world’s biggest search engine to increase sales, rankings, and the Best Seller Rank (BSR), along with providing numerous other benefits to your Amazon store.
Aside from the obvious perks, the other reason why you should consider using Google Advertising to drive traffic to your Amazon page is the Brand Referral Bonus program, in which Amazon rewards sellers who attract customers to the listings from external sources.
To sum up, with Google Ads, you get –
- Ramped up sales
- Improved ranking
- Evergreen traffic
- Hassle-free ad policy that is similar to Amazon PPC
- A chance to access the contact info from your customers
Therefore, if you belong to the other 75% who have not utilized AdWords yet, read on to know how it can help you skyrocket your Amazon sales in no time!
How Do Google Ads (AdWords) Work?
Google Ads are mostly text and keyword-based, similar to Amazon PPC and Sponsored Products Ads. Among the several types of campaigns run with Google Advertising, the one we will mainly shed light on is Google Search Ads, or as it was known previously – Google AdWords. They are the simplest to set up and are likelier than the rest to bring forth a positive return for Amazon businesses.
To begin with, Google Search Ads display your Ads above the organic search results right within the results page.
The queries are resolved into two distinct categories, one, of the organic results, and the other, of Sponsored Ads, which are easily distinguishable by the mark of “Ad” placed at the beginning of the title.
Google Search Ads enables you to target specific search terms and keywords, and allows you to bid for your ads so that they are displayed on the same search results page.
Before placing a bid, it is important that you scope out your competition by checking how many other advertisers are targeting the same set of keywords as you; depending on the competition, you may need to place a larger bid to win impressions for your ad.
Other than the amount you invest in your bids, some other factors that determine the display of your ads are your ad group, the landing page that it leads to, and the performance history of your account.
The most common way to bid and pay for Google Ads is through the Cost Per Click policy, where you’re charged an amount for each time someone clicks on your ad, the average CPC in the US being somewhere between $1 and $2, depending on the industry.
Steps to Setting Up Your Google Advertising Campaign
- Create A Google Ads Account
If you don’t have an account created on Google Ads, simply log on to ads.google.com to create one first. While setting up the account, you can choose the Smart Campaign option, which is basically a guided campaign meant to lead new users. Alternatively, you can also opt for the Expert Mode to manually set your campaign with customized controls.
If you wish to create an account without launching a campaign just yet, switching to the Expert Mode and selecting “Create an account without a campaign” will do.
- Choose the Ad Structure
Hierarchically speaking, Google Ads are divisible into three basic layers: campaigns, ad groups, and ads.
The highest level is the campaign, within which, multiple ad groups can be organized by theme, groups of keywords, etc.
The optimal limit is 7-10 ad groups per campaign and a maximum of 20 keywords per ad group.
Finally, create 2-3 ads per ad group and let Google test them against each other, producing a clear winner that you can select.
- Initiate a Campaign
To start creating a new campaign, click on “New Campaign” and choose your goal from “Sales”, “Leads”, “Website traffic”, and “Brand awareness and reach”.
Once it’s over, choose your campaign type, website visits, and save. Customize your campaign settings according to your goals, and click Continue.
- Select Your Ad Group
The next step in launching your Ad Campaign is setting up your ad group.
As Ad groups target a group of related keywords, your primary focus should be on selecting the keywords that are the most relevant, have high buyer intent and search volume.
Some match types that may aid you in the selection process are:
- Broad match: This is the default match type that includes related keywords, synonyms, and misspellings.
- Phrase match: These keywords have “quotation marks” around them to ensure that the exact phrase is present in the search term. You may add other words either before or after choosing the phrase.
- Exact match: These have the keyword in [square brackets] to ensure only the exact term is included with no other words or phrases in it.
- Negative keywords: Negative keywords don’t let your ad show up on the search results for this if searched with the particular term. A minus sign ( – ) before the keyword you want to exclude works to demarcate it as negative.
- Create Ad Copies
Ad copies will require a minimum knowledge of copyrighting as you are supposed to express the crux of your ideas/product themes within an extremely limited space with no scope of wasting characters.
To create an Ad Copy effectively, here are some pointers you can use:
- Use the primary keyword in your ad, as Google highlights these words in bold
- Include a call to action button
- Mention big discounts and limited units in your ad text
- Capitalize All Words
- Track Your Conversions
With paid traffic, it’s essential that you track your conversions, otherwise, it’d be impossible to know whether you are actually benefiting from your ads.
You can utilize the AdWords Conversion feature to identify:
- The keywords that are working well for your ads
- Your cost per conversion
- The conversion rate
The blog is a comprehensive, easy guide for you if you are looking for ways to use Google Ads for your Amazon business. However, if a more proficient approach is your goal, a trusted Google Advertising Agency like Sellryt with the right google ad specialist to work on your case may just be what you are looking for.