How Google Ads and Amazon forged a strong partnership

Google Advertising X Amazon

The importance of Google Ads on DTC brand websites cannot be overstated, so how will Amazon use Google Ads? Google Ads can help drive sales growth on Amazon by sending targeted traffic to your product listings, going after the brand names of your competitors, showing your products in Google Shopping ads, and retargeting users who have been to your Amazon product listings.

The importance of Google ads for Amazon

Using three or more promotion channels, according to Omnisend, can increase conversion rates by 287 percent. It is very important to use Google Ads to add to the ways that Amazon stores and product detail pages promote products. Also, Amazon’s official numbers show that 41% of all sales from off-site traffic come from search engines. And, as the world’s largest search engine, Google is unquestionably the best option.

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Consumers go through a very complex path before making a purchase, and according to Google and BCG research, users must reach up to 500 touchpoints before making an online purchase. According to smallbizgenius, users must be exposed to a brand five to seven times before they are likely to remember it.

Google Ads And Purchase Funnel

Google Ads is a great way to boost sales because it offers great solutions at every point along the user’s path to purchase. Google Ads’ three major traffic sources are the Google Search Engine, Google Display Network, and YouTube. Google Ads can reach over 90% of the world’s online population. Google Ads can reach the world’s two most trafficked websites, and The Google Display Network can reach the vast majority of the world’s online users. The Google Display Network has the capability of reaching 35 million websites and applications.

The path of Google ads lead to Amazon

There are currently three paths to get from Google Ads to Amazon; each path has advantages and disadvantages, and we can choose different paths based on our actual business needs.

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Path 1: We can use Google Ads to direct traffic to the DTC brand website’s promotion page as a transit point for Amazon traffic. Then we can add a “Buy on Amazon” button to the DTC brand website to direct visitors to Amazon. We can put links to Amazon product detail pages where we show the main product to draw attention to the selling point. We can set the Amazon brand flagship page to include multiple products to emphasize richness.

Path 1 can assist us in filtering the crowd with purchase intent; only users with purchase intent will click the Buy on Amazon button to go to Amazon, improving the conversion rate of traffic on the Amazon site. Another important point is that the information from the DTC brand website can be collected and used for remarketing. This is also the most significant distinction between the DTC brand website and Amazon. To avoid missing the pre-event warm-up period, the DTC brand website page can also be used as a buffer page for the pre-event warm-up. In comparison to Amazon’s in-site ads, Google ads can be placed for some generic terms with a lower CPC and potentially higher ROI.

On the other hand, the conversion path from the DTC brand website to Amazon is relatively long, which may result in user loss. The content on the DTC brand website page is also pretty demanding, and if it doesn’t look good to users, it could lead to a drop in traffic. Diverting users from the DTC brand website to Amazon will have a short-term impact on the DTC brand websites.

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Path 2: We can direct traffic from Google Ads to Amazon, and then to Amazon’s product detail pages or brand flagship stores, depending on the content. Path 2 is shorter than Path 1 and doesn’t need a separate DTC brand website page to be made. This saves time and makes online advertising go faster. But we wouldn’t be able to tell if a user wants to buy something, which could hurt the Amazon site’s conversion rate. At the same time, we are unable to sink users or collect and reuse data on one side.

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Path 3: We can send traffic to third-party sites like discount sites, sites that review products, Reddit links, and vertical forums where people who want to buy tend to hang out. We use the relatively neutral stance of native content on third-party websites to do endorsements and improve user trust, which is more suitable for planting. In fact, these sites have already helped us figure out who our users are. If they are more interested in our products, they are more likely to make a purchase.

But we have to work with third-party sites first before we can add Amazon links to those sites. This takes both money and people. Furthermore, if our brand awareness is low, these sites may refuse to work with us. Similarly, tracking and remarketing user data from third-party sites is more difficult.

There are three ways to get from Google Ads to Amazon: Each path has advantages and disadvantages, and you can choose different paths based on your business reality. However, I personally prefer path 1 because it is more operational and does not skip the collection of user data or the campaign’s pre-warm-up phase.

How Google Ads Lead to Amazon

After we know the different ways Google Ads can lead to Amazon, we need to know how Google Ads can be used at different points in the campaign to send people to Amazon. Pre-warm-up, the campaign period, and post-maintenance are the three broad stages of the campaign. Our goals and placement strategies differ at different stages of the campaign.

We can schedule the pre-warm-up 1-2 weeks before the event begins. The goal of the pre-warm-up is to spread the word about the campaign and get people thinking about it. In terms of placement strategy, we can combine Google video ads with display ads to reach a diverse audience, boost brand voice, and draw users’ attention to the campaign. We can also run some search ads with keywords that are related to the product and the campaign. The pre-launch budget can account for 30% of the total campaign budget, while search ads can account for 30%, video ads can account for 45%, and display ads can account for 25%.

Our goal during the campaign period is to fully drive traffic to the campaign page. In terms of placement strategy, we can reach out to high-potential users and get them to click on our ads by using display ads or discovery ads, along with the user information we got during the pre-warm-up. We can still use keywords related to the product and the campaign in search ads. During the campaign, the budget can be 30% of the total campaign budget, 45% for search ads, and 55% for display or discovery ads.

We can last for two weeks after maintenance. After the Amazon promotion period, we can continue other promotions on the DTC brand website to keep the brand or product in the public eye. During this stage, we can change the old Amazon page to the activity page of the DTC brand website so that Google ads can still be placed. At this point, our goal is to keep the DTC brand website’s features and get users to stick around. As part of the brand campaign, we can use a combination of video ads, display ads, and discovery ads to help keep users who are already on the site and bring in new ones. We can also place search ads and effect maximizer ads to capture product and discount-related search terms in order to meet the needs of our users. The post-maintenance budget can be up to 40% of the total campaign budget, with 25% going to search ads, 30% to video ads, 25% to display or discovery ads, and 20% to effect maximizer ads.

The introduction of Google Ads to attract traffic to Amazon is shown above. The budget allocation mentioned above is also a suggestion, so you can adjust it based on your current business situation and budget.

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