Amazon store is a branded page on Amazon that allows brands to showcase their business and all their products. However, running Google Ads for your Amazon store can be a powerful way to drive traffic and increase sales.
Google Ads, Amazon Advertising and Amazon storefront are three different and powerful aspects of advertising.
- Google Ads is a platform that allows you to create and manage online advertising campaigns across Google’s network of properties, including Google Search, YouTube, Display Network, and Gmail.
- Amazon Ads is a wonderful platform for businesses to target people looking to buy products on Amazon. Campaign types used are Sponsored Products, Sponsored Brands, and Sponsored Display.
- Amazon Storefront is an online store for businesses that sell their products on Amazon.com. Here, companies can showcase their products, maintain inventory and fulfil orders.
While Google Ads and Amazon storefront are separate entities, they can be used together to create a more powerful marketing strategy. For example, one can use Google Ads to drive traffic to their Amazon store.
Why can we say that this strategy can help a business to gain more conversions or sales? Let’s find out
Why run Google Ads for the Amazon Store?
There are several potential benefits for an Amazon store owner to drive traffic from external sources like Google or Facebook to their Amazon store. Here’s a comprehensive list of the advantages:
1. Increased Visibility and Brand Awareness
- Broaden Audience Reach: Advertising on platforms like Google enables business owners to reach a wider audience beyond Amazon. This potentially connects them with users who don’t regularly shop on Amazon or may be unaware of the store’s existence.
- Brand Building: Keeping your brand visible across different platforms helps build recognition. Even if customers don’t buy immediately, seeing your brand repeatedly helps them get familiar with it and will increase the chances for future purchases.
2. Reduced Dependence on Amazon Advertising
- Diverse Traffic Sources: Using Google Ads allows business owners to avoid relying only on Amazon’s ad platform. This helps reduce the risk of being affected by sudden changes in Amazon’s advertising costs or policies.
- Cost Efficiency: For some product categories, running ads outside of Amazon can be cheaper than Amazon PPC, especially in competitive areas where Amazon ads tend to be expensive.
3. Access to Advanced Targeting Options
- Enhanced Targeting Capabilities: Google Ads provides more detailed targeting options, like demographics, interests, behaviours, and custom audiences, than Amazon Ads. This allows businesses to reach specific groups of customers, which can lead to higher conversion rates.
- Retargeting and Lookalike Audiences: Google has retargeting tools that can help you reach people who saw your ads or visited your store before but didn’t buy anything. You can also use lookalike audiences to find new customers similar to the ones you already have.
4. Enhanced SEO and Organic Ranking on Amazon
- Boost Amazon’s Search Ranking: Amazon’s algorithm boosts listings that get more outside traffic and sales. So, when a business brings in external visitors to its Amazon store and they make purchases, the product listing is more likely to rank higher in Amazon search results, leading to more organic sales.
- Improved Relevance Signals: Bringing high-quality traffic from outside Amazon shows that a product is popular and relevant, which can boost its visibility on the platform.
5. Leverage Seasonal and Event-based Promotions
- Promote Time-sensitive Offers: With the help of external ads store owners quickly promote limited-time offers, seasonal sales, or special deals, helping to attract new customers to their Amazon store.
- Adaptable Campaign Strategies: Google Ads offers flexibility to quickly change ad creatives, copy, and targeting, making it easier to run event-based or trend-driven campaigns.
6. Utilization of Amazon Attribution and Affiliate Programs
- Amazon Attribution: Amazon provides tools like the Amazon Attribution program, which allows advertisers to measure the impact of their non-Amazon marketing efforts. This can be crucial for optimizing cross-channel marketing strategies.
- Affiliate Opportunities: Business owners can work with influencers or affiliate marketers to send traffic from social media or blogs to their Amazon store, expanding their reach even more.
Amazon’s Attribution tool lets marketers track sales by campaign and ad group but makes it hard to see details for individual keywords. Karooya’s tool solves this by providing keyword-level insights to pinpoint which keywords are driving sales.
7. Competitive Edge and Market Expansion
- Outpace Competitors: Many Amazon sellers only advertise within Amazon’s platform. By using ads outside of Amazon, store owners can stand out by reaching customers through different channels and gaining an edge over the competition.
- Test New Markets: External ads are a budget-friendly way to test new products or explore new locations before making a big inventory or shipping changes on Amazon.
Conclusion
Using ads from platforms like Google or Facebook can benefit store owners by boosting traffic, improving Amazon rankings, and offering insights into customer behaviour. This approach helps reduce dependence on Amazon, increases sales, enhances brand visibility, and attracts long-term customers.
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