Promoting your Amazon store through Google Ads is a powerful strategy to drive targeted traffic and increase sales. This combination offers a dynamic way to grow your brand, enhance visibility, and boost conversions. and maximise sales opportunities.
Promoting your Amazon store on Google Ads can give you the ability to target a wider range of audiences based on their search intent, demographics and online behaviour. This targeted approach ensures that your ads are shown to users who are most likely interested in your products, increasing the likelihood of conversions.
Sometime back, we wrote a post mentioning a few effective strategies that can help promote Amazon products on Google. But at the same time, navigating certain pitfalls and avoiding them is crucial to maximize your advertising efficiency and ROI. Here are the common pitfalls to avoid:
1. Broad Match Type Selection
Are you using the right keyword match types to attract the relevant audience? Broad match allows Google to display your ads for a wide range of search queries. This can increase impressions but can often result in wasted ad spend. This can also lead to high click-through rates but low conversion rates.
Solution: Google Ads uses broad match as the default keyword match type. To enhance your campaign’s performance and relevance, it’s important to adjust the match types accordingly. Opting for phrase match or exact match keywords helps target a more qualified audience, leading to better conversions and more efficient use of your ad budget.
Read our blog post to learn six key factors to help you choose the right keyword match type.
2. Ignoring Negative Keywords
If you are a new bee in the Google Ads world, It’s very common to create campaigns and forget to add those keywords as negative keywords for which you do not want your ads to show. Identifying and adding these keywords manually can take up a lot of your time. So what is the solution?
Solution: A simple and effective method to identify negative keywords is by using Google Ads search term reports. These reports can help refine your keyword targeting, enabling you to reach a more relevant audience. You also need to avoid grouping a common set of negative keywords. Creating a negative keyword list can help you organize your account. Continuously check and update your negative keyword list to exclude terms that don’t convert well.
Our negative keyword comprehensive guide tackles questions around negative keywords for better understanding.
3. Poor Ad Copy
Ad copies play a crucial role in attracting the audience to your products/services. Generic or unappealing ad copy may not attract clicks.
Solution: Write compelling, specific ad copy that highlights the benefits of your products and includes strong calls to action. But how can we do it? We can follow some best practices to understand what messaging converts better.
Our Responsive Search Ad Preview tool allows you to create and test ad copies, add ad extensions, preview them on desktop and mobile, and share them with your team or clients.
4. Inadequate Landing Pages
The primary goal of a landing page is to attract and convert website visitors into leads. So it is important to create the proper impression. Sending users to irrelevant or poorly optimised Amazon pages can hurt conversions.
Solution: Ensure the landing page is well-optimized, with clear images, compelling descriptions, and positive reviews. To do this, you can follow some landing page optimization practices. This will help you to develop an appealing landing page, resulting in a sale.
5. Overlooking Targeting
You would not want to waste your ad spend or miss out on high-converting traffic. That’s where proper targeting plays a crucial role. Proper targeting ensures your ads reach the right audience at the right time. Here is what we should focus on:
Solution:
- Audience targeting allows advertisers to refine their campaigns and show ads to the most relevant audience. Not refining audience targeting can result in irrelevant clicks.
Google provides the audience-targeting feature which can ensure that your ad reaches the right audience and boost conversions.
- Geo-targeting helps to set geographic limits. Target locations where your product is available for fast shipping.
- Avoid overspending on Devices that don’t convert well for your Amazon store audience. Amazon sales are often higher on mobile so adjust bids accordingly.
6. Not Utilizing Amazon Attribution
Amazon Attribution is a free tool from Amazon that measures the impact of off-Amazon marketing efforts. Failing to use this tool effectively can hinder the tracking and optimization of external marketing efforts for Amazon sales.
Solution: While marketers can evaluate sales at the campaign and ad group levels, connecting keyword-level details to individual clicks remains a challenge. Karooya’s Amazon Attribution tool helps advertisers identify high-performing keywords that drive sales effectively.
7. Not Using All the Extensions
Although, we try our best to mention all the details about our products/services in ad copies, however, there can be a possibility that we miss out on some information. Is there a solution for that?
Solution: Utilizing all ad extensions helps organize information effectively, making your ad appear more authentic, increasing visibility, and boosting conversion opportunities.
8. Keeping Automated Sitelinks Extension On
Google automatically generates these extensions using information from your website and ad text to improve performance. However, leaving them enabled may cause relevance issues and reduce control over the content.
Solution: Turning some of the automated extensions can give you more control over the ad experience. This is how you can do it:
1. Search for “Account-level automated assets settings” in the search bar in Google Ads and visit that page
2. On that page, disable Dynamic Sitelinks, Automated Apps and Automated Locations. Rest can remain on
Wrapping It Up
By carefully managing targeting, optimizing ad copy, leveraging negative keywords, and utilizing attribution effectively, you can ensure your campaigns attract the right audience and drive meaningful sales. With a well-structured approach, Google Ads can be a powerful tool to boost your Amazon store’s visibility and profitability.
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