If you sell on Amazon, you’ve probably focused mainly on sponsored campaigns within the platform so far.
But there’s a whole world of potential customers who search for your products on Google even before arriving on Amazon. Ebbene, Google Ads permette di intercettare proprio questi utenti nel momento in cui manifestano un’intenzione d’acquisto, indirizzandoli direttamente alle tue inserzioni.
The advantage of Google Ads is precisely this: bringing qualified external traffic to Amazon, a factor that the algorithm rewards with greater organic visibility. In plus, you diversify your traffic sources, reducing the dependence on internal campaigns alone.
But how does it work?
Google Shopping: your product catalog in front of millions of buyers
Google Shopping is probably the most powerful tool for an Amazon seller. When a user searches for waterproof trekking backpack, Google shows a series of product images with prices and reviews even before the text results. Now, if your product appears there, you’ve already done half of the work.
To activate Shopping ads you must configure a product feed via Google Merchant Center, which synchronizes your catalog with the campaigns.
In this way the user immediately sees photos, price and brand, clicking only if really interested. For you, it means ultra-qualified traffic and higher conversion rates compared to traditional search campaigns.
>>> Read also our guide Amazon inventory management: guide to warehouse optimization <<<
Search Ads: capture purchase intent at the right time
The Search campaigns on Google work differently than those on Amazon. On Google, in fact, you intercept users’ searches before they decide where to buy. If you sell Nespresso compatible coffee capsules, you can have your ad appear when someone searches for that exact term, taking them directly to your Amazon listing.
In this case, the secret to obtaining a good result is working on long-tail commercial intents. Avoid generic and expensive terms like running shoes, but aim for cushioned running shoes for pronators, if that’s what you sell. In this way you reduce the cost per click and increase the probability of conversion.
>>> Read also our article Amazon returns are on the rise: what can we do? <<<
Display and Remarketing: don’t let those who have already seen you get away
The Display campaigns allow you to show visual banners on millions of Google partner sites. They work very well for remarketing. Therefore, if a user has visited your listing but has not purchased, you can follow them on the web by reminding them of your product.
Remarketing is particularly effective for products with a longer purchase cycle or higher average ticket. A customer who is considering a 300 euro coffee machine rarely buys on the first attempt. Seeing you again after a few days can make the difference!
Cost monitoring: the real Achilles’ heel of external campaigns!
This is where the problem that many sellers underestimate comes in. Launching Google Ads campaigns without a precise monitoring system is like driving blindfolded. You can spend hundreds of euros a day without knowing exactly how much each individual campaign is earning you!
Amazon does not make it easy to track sales from external traffic. You must rely on personalized UTM parameters and attribution systems that allow you to understand which ad generated which sale. Without these data, you are just burning budget.
With the new functions of ZonWizard, the costs of your Ads campaigns are now detected directly by the software. This allows you to finally have control over external advertising spending and calculate the real ROAS (Return on Ad Spend) of your activity. Why then not test our demo (for free)?
>>> You can also read our article Amazon intensifies the war against fake reviews: legal actions and AI technology <<<
Best practices that make a difference
Let’s start from the basics: your landing page must be optimized. If you bring traffic from Google to an Amazon listing with poor photos, points confused and few reviews, you will throw away money. In short, the usual rule always applies: first fix the house, then invite the guests.
Second: use negative keywords aggressively. If you sell premium products, immediately exclude terms like cheap, free, used. Every click costs, don’t waste them with users looking for something else.
Third: test continuously. Create multiple variants of ads, try different copy and calls-to-action, experiment with images. Google Ads rewards those who optimize, not those who set and forget.
AI is also changing advertising
Google has integrated artificial intelligence into almost all aspects of advertising campaigns. The Performance Max campaigns, for example, use machine learning to automatically optimize bids, placements and creativity across all Google channels.
For Amazon sellers, this means that you can delegate part of the optimization to the algorithm, focusing on the overall strategy. Google’s AI analyzes billions of signals to understand when and to whom to show your ads, with results often superior to manual optimization.
But beware: AI works well only if you give it clean data and clear objectives. It needs a learning period and a minimum volume of conversions. For this reason, accurate monitoring remains fundamental.
Control and reporting: transform data into decisions
Having access to data is then useless if you don’t know how to read them. You must build a reporting system that immediately shows you the metrics that matter: cost per customer acquisition (CAC), ROAS, conversion rate per campaign, impression share.
Google Ads offers customizable dashboards, but you make the real leap in quality when you integrate these data with your Amazon metrics. How much margin do you have left after subtracting Amazon fees, logistics costs and advertising spending? That is the only metric that determines if you are making a profit or not.
> Read also our article FBA or FBM, how to calculate the optimal stock quantity <<<
How to increase performance
Now the time has come to put everything together. Let’s do it with an example. Imagine selling sports supplements on Amazon. You launch a Shopping campaign for whey protein isolate with a daily budget of 50€. After a week you see that:
- You spent 350€
- You generated 28 clicks
- You obtained 4 sales
- Turnover: 240€
At first glance it seems like a disaster. But if you analyze the data correctly, you discover that those 4 sales also generated positive reviews that improved your organic ranking, bringing you another 12 organic sales in the same week.
Suddenly the ROI becomes positive, and you understand that Google Ads is not just direct sales, but also a flywheel for organic growth.
>>> Read also our article What is ROI and how is it calculated? <<<
External advertising is a marathon, not a sprint
Many sellers try Google Ads for a month, do not see immediate results and give up. It is a huge mistake. External campaigns require time to optimize, to collect data, to make the algorithms understand what works.
But when you get into gear, the results can be explosive. Qualified traffic, greater organic visibility, reviews, brand awareness: all this does not come from internal Amazon campaigns alone.
We at ZonWizard are developing specific tools to make this process simpler and more measurable. Because we believe that the future of Amazon sellers passes through the ability to dominate even external channels, not just the platform.
Contact us to learn more!
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