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Amazon Marketing Strategies: Google Ads for Amazon Products, DSP, and Retargeting

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    Do you find it difficult to navigate a crowded and constantly evolving environment?

    With millions of products listed and countless sellers vying for the attention of customers, breaking through the noise can be incredibly difficult. As a seller, you must navigate issues such as increased competition, pricing wars, customer expectations, ad spend, and frequent algorithm changes.

    Given these challenges, mastering various Amazon marketing strategies is important for you to stand out and drive sales.

    We put together a comprehensive guide on leveraging Google Ads, Amazon retargeting, and Amazon DSP to boost your visibility and conversions. By utilizing these tools, you can reach a broader audience, target potential customers more effectively, and take your sales performance on Amazon to a higher level. 

    Amazon Advertising Explained

    Amazon marketing strategies encompass various techniques and tools that sellers use to boost their product visibility, drive traffic to their listings, and skyrocket sales on Amazon. These strategies include both on-platform and off-platform marketing efforts.

    Here are some key Amazon advertising options:

    Amazon Advertising (Amazon Ads)

    • Sponsored Products: Ads that promote individual product listings within search results and product pages.
    • Sponsored Brands: Ads that feature a brand logo, a custom headline, and multiple products.
    • Sponsored Display: Ads that appear on and off Amazon to re-engage shoppers who have shown interest in the sellerโ€™s products.

    External Advertising

    • Google Ads: Paid search ads that drive external traffic to Amazon product listings.
    • Social Media Advertising: Utilizing platforms like Facebook, Instagram, and Pinterest to drive traffic to Amazon listings.

    Amazon DSP (Demand-Side Platform)

    A programmatic advertising solution that allows sellers to buy display, video, and audio ads both on and off Amazon to reach new audiences and re-engage previous visitors. More on that later.

    Amazon Retargeting Ads

    Advertising strategies that target customers who have previously visited a sellerโ€™s product listings but did not make a purchase, aiming to bring them back to complete the transaction.

    5 Reasons for Implementing Multiple Amazon Marketing Strategies

    1. High Competition

    The Amazon marketplace is highly competitive, with millions of sellers fighting tooth and nail for customer attention. Without effective marketing strategies, products can easily get lost in the sea of listings.

    A seller with a unique product might struggle to get visibility against larger brands with established presence and extensive advertising budgets.

    1. Discoverability Issues

    Even the best products can go unnoticed if they donโ€™t appear prominently in search results or arenโ€™t presented to the right audience. According to a report, 70% of Amazon shoppers never click past the first page of search results.

    1. Conversion Challenges

    Attracting traffic to a product page is only half the battle. Sellers need to convert that traffic into sales, which requires persuasive product listings and effective retargeting.

    A high traffic product page with poor conversion rates might benefit from Amazon DSP retargeting to re-engage potential buyers.

    1. Brand Building

    Establishing a brand presence on Amazon is crucial for long-term success, especially for new or lesser-known brands.

    For example, Sponsored Brands and Amazon Stores help sellers create a branded shopping experience, building customer trust and loyalty.

    1. Inventory Management

    Effective marketing can help balance inventory by driving sales of overstocked items or boosting demand for underperforming products.

    Consider putting your excess inventory on sale via Amazon Outlet to increase sell-through rates and reduce total storage fees.

    By addressing these pain points with well-executed Amazon marketing strategies, you can enhance your visibility, improve conversion rates, and drive more sales on Amazon.com.

    Understanding Google Ads

    Google Ads, formerly known as Google AdWords, is an online advertising platform developed by Google. It allows businesses to create ads that appear on Googleโ€™s search engine results pages (SERPs), YouTube, and other websites within the Google Display Network.

    These ads can be targeted to specific audiences based on keywords, demographics, interests, and more, helping businesses reach potential customers when they are actively searching for products or services.

    What are the Benefits of Using Google Ads for Amazon Products?

    Using Google Ads to promote Amazon products can provide several advantages:

    Increased Visibility

    Google processes over 3.5 billion searches per day. By advertising on Google, sellers can significantly increase the visibility of their products beyond the Amazon platform.

    In fact, Google Ads can boost brand awareness by up to 80%, according to Google and Ipsos Media CT.

    Targeted Advertising

    Google Ads allows precise targeting based on keywords, location, language, device, and user behavior. This ensures that ads reach the most relevant audience, increasing the likelihood of conversions.

    For example, a seller can target ads to appear when users search for โ€œbest running shoesโ€ in their region, driving highly relevant traffic to their Amazon listings.

    Measurable Results

    Google Ads provides detailed analytics and reporting tools, allowing sellers to track the performance of their ads in real-time. This data helps in optimizing campaigns for better results.

    Businesses make an average of $2 in revenue for every $1 they spend on Google Ads, according to WordStream.

    Competitive Advantage

    Using Google Ads can help sellers stand out in a crowded marketplace, particularly against competitors who may not be leveraging this platform.

    For example, a new brand can compete with established sellers on Amazon by driving external traffic through Google Ads.

    How to Set Up Google Ads for Amazon Products?

    Setting up Google Ads for Amazon products involves several steps:

    1. Create a Google Ads Account

    Go to the Google Ads and sign up for an account. Provide the necessary information, including billing details.

    1. Set Your Advertising Goals

    Define what you want to achieve with your ads, such as increasing traffic to your Amazon listings, boosting sales, or raising brand awareness.

    1. Choose Your Campaign Type

    Select the type of campaign that suits your goals. For Amazon products, Search Network campaigns are commonly used to target users searching for specific keywords.

    1. Define Your Target Audience

    Set parameters for who you want to see your ads, including location, language, and demographics.

    1. Conduct Keyword Research

    Use tools like Google Keyword Planner and SellerTools by Carbon6 to find relevant keywords that potential customers might use to search for your products.

    1. Create Your Ads

    Write compelling ad copy that includes your targeted keywords. Ensure that your ad links directly to your Amazon product listing.

    1. Set Your Budget and Bidding Strategy

    Decide how much you want to spend on your campaign and choose a bidding strategy (e.g., cost-per-click) that aligns with your goals.

    1. Launch Your Campaign

    Once everything is set up, launch your campaign and monitor its performance regularly to make adjustments as needed.

    How to Conduct Keyword Research for Google Ads?

    Conducting effective keyword research is crucial for the success of your Google Ads campaigns. Hereโ€™s how to do it:

    1. Use Google Keyword Planner

    This free tool helps you discover new keywords related to your products and provides data on search volume, competition, and cost-per-click (CPC).

    1. Analyze Competitor Keywords

    Identify the keywords that your competitors are bidding on. Platforms like SellerTools by Carbon6, SEMrush or Ahrefs can provide insights into competitor keyword strategies.

    1. Focus on Long-Tail Keywords

    Long-tail keywords are more specific and usually less competitive, making them cost-effective. According to a study by SmartInsights, long-tail keywords have a 3-5% higher click-through rate (CTR) compared to general keywords.

    If youโ€™re selling โ€œorganic skincare products,โ€ start with broad keywords like โ€œorganic skincareโ€ and then identify long-tail variations such as โ€œorganic skincare products for dry skinโ€ or โ€œbest organic skincare brands.โ€

    1. Consider User Intent

    Choose keywords that match the intent of your target audience. For example, keywords like โ€œbuy waterproof hiking bootsโ€ indicate a high intent to purchase.

    1. Refine Your List

    Narrow down your keyword list based on relevance, search volume, and competition. Aim for a mix of high-volume and low-competition keywords.

    Creating Effective Google Ads Campaigns for Amazon Products

    Leveraging Google Ads to attract customers and drive sales for Amazon products is a powerful strategy. However, creating an effective campaign requires careful planning and execution. This section will guide you through maximizing conversion rates, measuring and analyzing performance, and leveraging other Google Ads strategies to enhance your campaigns.

    How to Maximize Conversion Rates with Google Ads

    Optimize Your Ad Copy

    Write compelling and clear ad copy that highlights the key benefits and features of your products. Use strong calls to action (CTAs) like โ€œBuy Now,โ€ โ€œShop Today,โ€ or โ€œLimited Time Offer.โ€

    For a product like “Organic Skincare Cream,” an effective ad copy could be: “Revitalize Your Skin with Our Organic Skincare Cream โ€“ Free Shipping on Orders Over $25! Shop Now.”

    Use High-Quality Images

    Visual appeal is crucial. Ensure your ads use high-quality images that accurately represent your products. This can significantly increase click-through rates (CTR). According to MDG Advertising, ads with high-quality images receive 94% more views than those without.

    Target the Right Keywords

    Conduct thorough keyword research to identify the most relevant and high-performing keywords. As previously mentioned, focus on long-tail keywords to capture more specific search intents.

    Implement Negative Keywords

    Use negative keywords to exclude irrelevant search terms, ensuring your ads only appear for the most relevant searches. This helps in reducing wasted ad spend and improving conversion rates.

    If you’re selling high-end skincare products, add “cheap” as a negative keyword.

    Optimize Product Listings

    Ensure that your Amazon product listings are optimized with clear product descriptions, high-quality images, customer reviews, and a seamless checkout process. This helps convert clicks into sales.

    How to Leverage Other Google Ads Strategies

    Remarketing Campaigns

    Use remarketing tools like PixelMe by Carbon6 to target users who have previously visited your Amazon product pages but didnโ€™t make a purchase. Remarketing keeps your products top-of-mind and encourages return visits. In fact, remarketing can increase conversion rates by up to 150%, according to DataXu. 

    Utilize Google Shopping Ads

    Google Shopping ads showcase your products directly in Googleโ€™s search results with images, prices, and ratings. These ads are highly effective for ecommerce.

    If a customer searches for โ€œorganic skincare cream,โ€ your product can appear with a price and image, making it easy for users to click and purchase.

    Leverage Dynamic Search Ads

    Dynamic Search Ads automatically create ads based on the content of your website. This is especially useful for sellers with extensive product catalogs, as it ensures all products are advertised.

    Google reports that advertisers using Dynamic Search Ads see an average increase in conversions by 15%.

    Optimize for Mobile

    Ensure your ads and landing pages are mobile-friendly. With a huge portion of searches coming from mobile devices, optimizing for mobile users can boost your ad performance.

    Google states that 61% of users are unlikely to return to a mobile site they had trouble accessing, and 40% visit a competitorโ€™s site instead.

    Pro tip: Elevate cross-device retargeting to new heights with PixelMe by Carbon6. This tool provides data-driven keyword recommendations and optimized tracking links, allowing you to monitor customer behavior across various platforms. By doing so, it enhances the chances of converting clicks into sales and helps you climb to the top of SERPs.

    Overall, creating effective Google Ads campaigns for Amazon products involves a combination of strategic planning, continuous optimization, and leveraging various tools and techniques.

    By focusing on optimizing ad copy, targeting the right keywords, and regularly measuring performance, sellers can maximize conversion rates. Additionally, implementing strategies like remarketing, Google Shopping ads, and dynamic search ads can further enhance the effectiveness of campaigns, driving more traffic and sales to Amazon product listings.

    How to Measure and Analyze Google Ads Performance

    Set Clear Goals

    Define what success looks like for your campaign. This could be increasing traffic, boosting sales, or improving brand awareness.

    Use Google Analytics

    Integrate Google Analytics with your Google Ads account to track user behavior, conversion rates, and other key metrics. Businesses that use Google Analytics are three times more likely to see actionable insights that improve marketing ROI.

    Monitor Key Metrics

    Keep a close eye on metrics like CTR, conversion rate, cost-per-click (CPC), and return on ad spend (ROAS). These indicators help you understand your campaign’s performance.

    For example, a high CTR but low conversion rate might indicate that while your ad is attractive, your landing page needs optimization.

    A/B Testing

    Continuously test different ad variations to see what works best. Experiment with different headlines, images, CTAs, and landing pages to optimize performance.

    Companies that run A/B tests on their ad campaigns see an average conversion lift of 20%, according to HubSpot.

    How to Use Amazon Attribution Google Ads

    Another way to measure the impact of your off-Amazon ad campaigns on your sales is Amazon Attribution

    Hereโ€™s how you can use Amazon Attribution with Google Ads to maximize your advertising effectiveness.

    Step 1: Set Up Amazon Attribution

    • Sign Up for Amazon Attribution: Go to the Amazon Attribution website and sign up for an account. Youโ€™ll need to be a registered Amazon seller or vendor to access this tool.
    • Create Attribution Tags: Once youโ€™re in the Amazon Attribution dashboard, click on โ€œCreate new orderโ€ and then select โ€œAdd new tags.โ€ Choose the product(s) you want to create tags for and generate unique attribution tags for each product.

    Step 2: Link Amazon Attribution to Google Ads

    • Access Your Google Ads Account: Log in to your Google Ads account and navigate to the campaign or ad group where you want to use the Amazon Attribution tags.
    • Create UTM Parameters: To ensure proper tracking, create UTM parameters for your Google Ads URLs. These parameters will help distinguish different campaigns and track their performance accurately. A typical UTM parameter might look like this: ?utm_source=google&utm_medium=cpc&utm_campaign=summer_sale.
    • Embed Attribution Tags: Take the Amazon Attribution tags you generated and embed them into your Google Ads URLs, ensuring they work alongside your UTM parameters. Your final URL might look something like this: https://www.amazon.com/dp/B07XYZ123?tag=attribution_tag&utm_source=google&utm_medium=cpc&utm_campaign=summer_sale.

    Step 3: Launch and Monitor Campaigns

    • Run Your Google Ads Campaign: Launch your Google Ads campaign with the URLs containing the Amazon Attribution tags.
    • Monitor Performance in Amazon Attribution: In the Amazon Attribution dashboard, monitor the performance of your Google Ads campaigns. Look at key metrics such as clicks, product detail page views, add-to-cart actions, and purchases.
    • Analyze Data and Optimize: Use the data from Amazon Attribution to understand how your Google Ads are driving traffic and sales on Amazon. Adjust your Google Ads campaigns based on this data. For instance, if you notice certain keywords or ad groups driving more sales, allocate more budget to them.

    Overall, using Amazon Attribution with Google Ads can help you gain valuable insights into how your external marketing efforts impact your Amazon sales, enabling you to your optimize ecommerce sales strategy for maximum effectiveness.

    What is Amazon DSP?

    Amazon DSP is a platform that allows advertisers to programmatically purchase display and video ads. These ads can be placed both on Amazonโ€™s owned and operated sites (such as Amazon.com and IMDb) and on third-party exchanges. Amazon DSP leverages Amazonโ€™s customer data to help advertisers reach their desired audiences with precision.

    Hereโ€™s a detailed look at what Amazon DSP is and the benefits it offers for advertising campaigns.

    7 Benefits of Using Amazon DSP for Advertising Campaigns

    1. Access to Exclusive Amazon Audiences

    Amazon DSP offers access to exclusive audiences based on Amazonโ€™s first-party shopper data. This includes insights into purchasing behavior, search activity, and interests.

    For example, an electronics brand can target consumers who have recently searched for or purchased tech gadgets, ensuring their ads reach individuals who are more likely to be interested in their products.

    According to Amazon, advertisers can achieve up to a 30% increase in reach and a 34% increase in return on ad spend (ROAS) by leveraging Amazonโ€™s audience data compared to standard audience targeting.

    1. Advanced Targeting Capabilities

    Amazon DSP allows for precise targeting through a variety of options, including demographic targeting, geographic targeting, and behavioral targeting. 

    For instance, a skincare brand can create a campaign targeting women aged 25-45 who have recently viewed beauty products on Amazon.

    Advertisers can also retarget customers who have previously engaged with their brand. Campaigns using Amazon DSPโ€™s targeting capabilities have shown an average of 40% higher conversion rates compared to non-targeted campaigns.

    1. Cross-Channel Advertising

    Advertisers can run ads across multiple channels, including desktop, mobile, connected TV (CTV), and more. This ensures a cohesive and widespread presence across various digital touchpoints.

    A clothing retailer can run video ads on Amazon Fire TV, display ads on third-party websites, and audio ads on Amazon Music, creating a multi-channel marketing strategy.

    According to Amazon, advertisers using cross-channel strategies with Amazon DSP see an average of 50% higher engagement rates.

    1. Brand Safety and Fraud Protection

    Amazonโ€™s stringent verification processes and partnerships with third-party verification services reduce the risk of ad fraud, providing peace of mind for advertisers. Advertisers can trust that their ads will appear in appropriate contexts and reach real users.

    For example, a family-friendly product can ensure its ads are not displayed on sites with inappropriate content, maintaining the integrity of its brand image.

    1. Detailed Reporting and Insights

    Amazon DSP provides comprehensive reporting and analytics, allowing advertisers to measure the performance of their campaigns in real-time and make data-driven decisions. As a seller, you can track the performance of your ads in terms of impressions, clicks, conversions, and sales, and adjust your amazon seller strategy accordingly.

    Campaigns that utilize detailed insights and analytics typically see an improvement in CTR and conversion rates.

    1. Cost-Effective Advertising

    Amazon DSP allows for cost-effective advertising by enabling advertisers to set budgets and bids that align with their goals. The platformโ€™s programmatic nature ensures efficient use of ad spend.

    A small business can start with a modest budget and scale up as they see positive results from their campaigns.

    Based on an Amazon marketing strategy case study, an advertiser reportedly achieved a 59% reduction in cost per acquisition (CPA) when using Amazon DSP, showing the programโ€™s efficiency.

    1. Seamless Integration with Other Amazon Advertising Solutions

    Amazon DSP integrates seamlessly with other Amazon advertising solutions like Sponsored Products, Sponsored Brands, and Sponsored Display, providing a holistic advertising approach.

    A fitness brand can use Sponsored Products to promote individual items while using Amazon DSP to create awareness through display ads.

    Integrated campaigns using multiple Amazon advertising solutions see an average increase of 40% in sales.

    Hereโ€™s a pro tip: Consider integrating Carbon6 tools like DSP Prime (for optimizing targeted ads) and PPC Entourage (for efficiently managing PPC campaigns) with Amazonโ€™s ad features to boost your brand awareness and connect with both potential customers and sure buyers. These tools work together to optimize your returns at every stage of the sales funnel, ensuring you get the most out of your marketing efforts.

    In summary, Amazon DSP offers a powerful and versatile advertising solution for brands looking to leverage Amazonโ€™s extensive customer data and reach.

    By using Amazon DSP, you can benefit from advanced targeting, cross-channel advertising, brand safety, detailed reporting, cost-effective campaigns, and seamless integration with other Amazon advertising tools. These advantages make Amazon DSP a valuable tool for driving effective and efficient advertising campaigns.

    Want to learn more about Amazon DSP? Download Carbon6โ€™s latest white paper for free here!

    What are Amazon Retargeting Ads?

    As previously mentioned, Amazon retargeting ads are a type of advertising that allows you to re-engage customers who have previously shown interest in your products. These ads target shoppers who have visited product detail pages or added items to their cart but did not complete the purchase, reminding them of the products and encouraging them to return and finalize their transactions.

    By leveraging past interactions, retargeting ads aim to boost conversion rates and increase sales by bringing potential buyers back to your product listings.

    How to Set Up and Optimize Amazon Retargeting Campaigns

    Access Amazon Advertising Console

    To get started, log in to your Amazon Advertising account. If you donโ€™t have one, youโ€™ll need to create it. Navigate to the Campaign Manager.

    Create a Retargeting Campaign

    • Choose Campaign Type: Select the โ€œSponsored Displayโ€ campaign option. Sponsored Display ads are ideal for retargeting because they allow you to reach customers both on and off Amazon.
    • Set Targeting: Choose โ€œViewsโ€ targeting. This option allows you to retarget shoppers who have visited your product detail pages but havenโ€™t made a purchase.
    • Define Audience: You can segment your audience based on different criteria, such as those who viewed your product within the last 7, 14, or 30 days.

    Optimize Bidding and Budget

    • Set Budget: Determine a daily budget for your campaign. Start with a conservative budget and adjust based on performance.
    • Bidding Strategy: Use dynamic bidding to automatically adjust bids in real-time for higher chances of conversion. Manual bidding allows more control but requires close monitoring.

    Ad Creation

    • Design Ad Creative: Use high-quality images and compelling copy to attract attention. Ensure that your ad aligns with the product page to create a seamless experience for the customer.
    • A/B Testing: Create multiple ad variations to test different headlines, images, and calls to action. A/B testing helps identify the most effective combinations.

    Monitor and Adjust

    • Analyze Performance: Regularly check the performance metrics of your campaign, such as CTR, conversion rate, and ROAS.
    • Optimize: Based on the data, tweak your ads, adjust bids, and refine your audience targeting to improve results.

    5 Best Practices for Creating Retargeting Ads

    1. Personalize the Experience

    Use dynamic ads that automatically update with relevant products based on the viewerโ€™s past behavior. Personalization can significantly increase engagement and conversions.

    1. Compelling Creative

    Use high-resolution images and videos that highlight the product’s benefits and features. When creating ad copy, write clear, concise, and compelling ads. Highlight unique selling points and include a strong call to action.

    1. Incentivize Return Visits

    Offer special discounts or promotions to entice previous visitors to return and complete their purchase. In addition, use scarcity tactics like โ€œLimited Time Offerโ€ or โ€œOnly a Few Leftโ€ to create a sense of urgency.

    1. Consistency Across Platforms

    Ensure that your retargeting ads are consistent with your brandโ€™s overall messaging and aesthetic. This creates a cohesive customer journey and builds trust.

    1. Frequency Capping

    Avoid overwhelming potential customers with too many ads. Implement frequency capping to limit the number of times an ad is shown to the same user.

    Maximize Conversions and ROI with the Best Amazon Marketing Strategies

    Overcoming the complexities of Amazonโ€™s competitive marketplace demands strategic marketing approaches.

    Leveraging Google Ads, Amazon DSP, and retargeting are critical to boost visibility and sales. These Amazon marketing strategies empower you to reach wider audiences, optimize ad spend, and navigate common pain points like low conversion rates. 

    And when used in combination with Carbon6โ€™s advertising tools like PixelMe, PPC Entourage and DSP Prime, youโ€™ll be able to further streamline ad management, automate campaign optimization, enhance brand visibility off- and on-Amazon, and more importantly drive profitability.

    As you navigate the challenges of pricing, competition, and evolving algorithms, integrating these solutions can help to elevate your brandโ€™s performance, ensuring you stand out amidst the competition and drive sustained sales growth.

    Author picture

    Shannon Curley is the Director of Marketing at Carbon6, the all-in-one Amazon growth platform. She has spent a decade crafting impactful marketing strategies and content to engage with and educate Amazon sellers and software, and is always looking for new ways to challenge the status quo.

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