Editor’s Note: This is a guest post written by Joshua Gebhardt, CEO & Co-Founder at Ampd.
As one of the few industries surging during the global pandemic, eCommerce is uniquely positioned to continue its upward trend.
For Amazon sellers especially, the potential is limitless, but the competition is increasing. This means that as consumers continue staying indoors, it’s crucial to not miss out on these new customers. Advertising on Google Ads opens up the potential to drive millions of additional consumers to Amazon stores—but it must be executed correctly.
Here, we’ll cover the must-knows of why Amazon sellers need to effectively advertise (and sell!) to Google’s users—and include some tips to getting started.
Amazon’s commitment to innovation, diversification, and data analytics allowed it to achieve unprecedented growth, especially when considering that in 1995, it only sold books. However, even with a large user base and platform, its 2.44 billion monthly visits fall short of the 5.8 billion searches per day on Google.
Granted, that data in particular looks at visits to the eCommerce site versus an entire search engine, but it’s important to remember that Google is often the first stop for users when looking for a product or a solution—ultimately leading them to buy.
This is why it’s important for Amazon sellers to expand their reach through Google Ads to effectively advertise to (and sell to!) those potential customers.
Just like sellers optimize product descriptions and images, it’s important to ensure the advertisement is up to the highest quality standards as well.
Google uses its own set of measurements to determine whether an ad is qualified—and then it decides where to rank it. (Also, a higher quality ad will also often have a lower CPC, meaning less is spent on the ad itself.) Your ad must be compelling, relevant, and contain the right eCommerce keywords.
Quality is an important factor to help stand out from the competition, which are not only other paid ads but organic search results as well.
Also, more of a general note, but don’t be shy about sending traffic from your other channels (email marketing, social media, blog, etc.) to your Amazon listing. The more relevant visitors that lead to sales help your ranking organically, which will only fuel your quality score as you amplify your results with paid efforts, ensuring your products are shown in top positions that are advertising high-converting products.
Optimizing your campaigns will help you lower your CPC, increase clicks, and improve ROAS (return-on-ad-spend).
Your goal should be to ensure your products are in the top five spots for competitive search terms. This is particularly important when it comes to mobile devices since Google only shows three ads at a time.
Your ad rank will be determined by your maximum bid, the quality of your landing page, and the search terms used by each user. The higher your ad ranks, the better, which is calculated by your ad quality, plus the CPC.
Your ads are given a quality score from 1 to 10 based on their relevance and performance. For ad positions located above the search results, Google prioritizes ads with the highest quality scores (see the above section), and only ads exceeding the higher ad rank thresholds will be able to appear in these spots.
If you’re ready for the opportunity to advertise your Amazon products through Google but don’t have the bandwidth to launch or optimize, we’re here to help.
Payoneer has partnered with Ampd—the ad automation toolkit that amplifies efforts and ad dollars on Google Ads—to help customers launch, manage, and maximize Google Ads. To get started, install Ampd on BigCommerce or Shopify.