If you’re not running Google Ads for Amazon products, your competitors should send you flowers.
Amazon PPC is getting more expensive, more competitive, and less forgiving by the day. Meanwhile, your traffic is trapped inside Amazon’s walled garden with no way to bring in cold leads.
More than 70% of all purchases made on Amazon by shoppers directed there from Google advertisements are making their first purchase from that brand. That’s a lot of new customers you’re not reaching if you’re ignoring external traffic.
The path to consistent profitability, broader market penetration, and a dependable customer base increasingly requires running Google Ads to support your Amazon products. For sellers seeking a streamlined approach, an Amazon agency with expertise in both platforms offers a powerful solution to drive off-Amazon traffic directly to your listings.
In this article, we’ll demystify the process, underscore its critical importance, and showcase the winning strategies of sellers who are effectively growing beyond Amazon while still selling there.
Table of Contents
Double Your Traffic, Start Today!
Amazon-only traffic is limiting your growth. Tap into Google’s search volume and drive new customers straight to your listings.
Why use Google Ads for Amazon products?
Google Ads offers Amazon sellers an untapped channel to grow traffic, reach new customers, and indirectly boost their Amazon rankings. By bridging Google’s massive search reach with Amazon’s conversion engine, sellers can strengthen both sales and brand presence.
Expand your reach beyond Amazon
If you rely only on Amazon traffic, you’re invisible to half your potential buyers. Google Ads puts your product in front of shoppers before they even land on Amazon.
Many purchase journeys start on Google.
Targeting both platforms = 50% more potential traffic.
Influence Amazon rankings with external traffic
Google Ads don’t just drive clicks, they fuel Amazon’s algorithm. External traffic can increase conversion rates and sales velocity, lifting your organic rank.
Sellers often see a 35% boost in organic rankings.
Essential when 70% of buyers never scroll past page one.
Build brand presence outside Amazon
Google keeps your brand visible even when shoppers aren’t browsing Amazon. This increases brand recall and builds trust.
Use landing pages to capture emails and build direct customer lists.
One of the few ways to grow brand equity off-Amazon.
Spend smarter with lower CPCs
Amazon PPC is crowded and pricey. Google Ads often delivers the same buyers for less.
Amazon CPC: $0.97–$1.20
Google Ads: 15–30% cheaper in many niches
Earn more with Amazon's brand referral bonus
Amazon rewards you for bringing in outside traffic with a referral bonus, usually 10%. That means higher profits per sale from your Google Ads campaigns.
Credited through Amazon Attribution
Lowers your effective fees, boosts ROAS
The Bigger Picture: Long-Term Growth
Google Ads aren’t a side play – they’re a long-term growth engine. They attract new customers, improve rankings, and create a sales loop that compounds over time.
Over 70% of Google-to-Amazon buyers are first-time brand customers
You’re not just buying traffic—you’re building a customer base
Effectively run Google Ads for Amazon products with a keyword strategy
To drive quality traffic from Google Ads to Amazon, focus on high-intent keywords, compelling and Amazon-aligned ad copy, and a tightly organized campaign structure. Regularly update negative keywords to maintain efficiency and protect your Amazon performance metrics.
Running Google Ads to drive traffic to your Amazon listings can be a powerful strategy if done correctly. A well-structured keyword plan and sharp ad copy are essential to reaching the right customers and converting clicks into sales.
Keyword strategy that converts
The keyword approach for Google Ads differs from Amazon PPC. Google users are often earlier in their buying journey, so your strategy must guide them toward an Amazon purchase.
- Focus on buyer intent
Use keywords like “buy + (product name)” or “(product) for sale on Amazon” to target users ready to make a purchase.
- Use long-tail keywords
Phrases like “non-slip yoga mat for hardwood floors” typically convert better due to lower competition and higher specificity.
- Leverage keyword tools
Google Keyword Planner, SEMrush, and Helium 10 can help identify high-volume, low-competition terms relevant to your product.
- Avoid wasted spend
Maintain a negative keyword list to exclude irrelevant traffic, such as “free,” “how to,” or unrelated product types.
- Competitor-based targeting
Instead of bidding directly on brand names, target adjacent or alternative keywords and emphasize your product’s unique features.
- Adjust for the funnel stage
Since Google users may be browsing, consider broader match types, then narrow down using Amazon Attribution data and performance metrics.
Writing ad copy that drives clicks
Your Google ad must do two things: stand out in search results and pre-qualify buyers for Amazon. Copy should match user intent and reflect your Amazon listing.
Craft strong headlines
Include the product name and a unique benefit, such as “Top-Rated Air Fryer – Free 2-Day Prime Shipping.”
Use Amazon cues
Highlight benefits like Prime eligibility or strong reviews. Phrases like “Now Available on Amazon” build familiarity and trust.
Include a CTA
Direct commands such as “Check Price on Amazon” or “Shop Now” improve click-through rates.
Use proper formatting
Capitalizing the first letter of each word and placing the keyword in the copy can enhance visibility and CTR.
Optimize for mobile
Keep messages brief, direct, and impactful – over 65% of Amazon traffic comes from mobile.
Try ad extensions
Add sitelinks, callouts like “Easy Returns,” and price extensions to boost real estate and ad performance.
Maintain ad scent
Ensure the ad message aligns with your Amazon listing content so users feel they landed in the right place.
Smart campaign and ad group structure
Organize your campaigns to reflect how people search. Each ad group should match tightly with specific product variations or search themes.
Create separate ad groups for product subcategories, like “men’s waterproof hiking boots” vs. “women’s trail runners.”
Align ad copy closely with keyword intent to improve Quality Score and reduce CPCs.
This granular setup not only improves ad relevance but also ensures you’re delivering a better user experience from search to Amazon.
The importance of negative keywords
Every bad click wastes money and can drag down your Amazon rank. Poor targeting leads to bounce rates that hurt conversion metrics.
Cut irrelevant traffic with a strong negative keyword list.
Review search term reports often to keep your targeting sharp.
Where to direct traffic when running Google Ads for Amazon products
Direct linking is fast and simple – ideal for quick wins on strong listings. Landing pages take more work but offer better tracking, lead capture, and higher-quality traffic.
If you skip a landing page, Amazon Attribution is your go-to for measuring ROI from Google Ads.
Amazon sellers running Google Ads face a key choice: should they send users directly to Amazon or through a custom landing page first? Each approach has specific advantages, drawbacks, and best-use scenarios depending on the campaign goal.
Direct linking to Amazon
Fast, easy, and built for conversions: just drop your product or Storefront URL into your ad.
Pros:
Quick setup, no extra tech required
Leverages Amazon’s trust and one-click checkout
Minimal friction for ready-to-buy shoppers
Cons:
No tracking pixels or email capture
Limited branding control
May lower Google Ads Quality Score
Using a landing page first
Adds a step but gives you full control, better tracking, and stronger lead capture.
Pros:
Install pixels for retargeting and analytics
Collect emails with opt-in offers
Pre-sell with testimonials, videos, and product comparisons
Test page elements for better conversions
Cons:
Requires more setup and ongoing updates
Risk of drop-off before reaching Amazon
Refining your Google Ads campaigns for Amazon sales success
Launching Google Ads for Amazon products is just step one. Ongoing, data-driven optimization is key to boosting ROAS and keeping costs in check.
Smart targeting strategies
Geo-targeting based on product availability
Only advertise where your products ship. Start broad, then boost bids in high-performing regions and cut the rest.
Use Amazon Attribution + Google location data
Focus budget where it actually converts
Prioritizing mobile devices
Over 70% of Amazon traffic is mobile. Raise mobile bids if it performs better and cut desktop bids if it doesn’t.
Optimize pages for mobile
Don’t pay for clicks that don’t convert
Optimize timing with ad scheduling
Not all clicks are created equal. Use data to increase bids during peak hours and pause during dead zones.
Start 24/7, then refine
Prime times = prime profits
Budget smart
Kick off with a modest daily budget, $5–$50 or 20–30% of your total ad spend, and scale gradually. Rapid jumps can disrupt Google’s learning, especially with off-Amazon conversions.
Increase budget by 10–20% every 5–7 days after seeing results
Set daily limits to stay in control
Google Ads runs on a CPC model and often costs 15–30% less than Amazon PPC. Know your benchmarks. CPCs vary by keyword, Quality Score, and niche.
Bid smartly
Start with manual CPC bidding for full control while testing. Use Amazon Attribution data to guide early bid decisions.
Once conversions pick up, shift to automated bidding:
Target ROAS – Best with 15–30+ conversions/month
Maximize conversions – Ideal for new products or fast testing
Enhanced CPC – Combines control with automation
For broader optimization, use portfolio tools like Karooya. They bridge the data gap and improve performance when real-time feedback from Amazon isn’t available.
Continuous A/B testing
Regular testing helps refine every part of your Google Ads funnel. This includes headlines, descriptions, ad extensions, and even landing page elements if used.
Test one element at a time for clear results
Allow at least 300 clicks or two weeks for statistically meaningful data
Track performance when running Google Ads for Amazon products
Tracking Google Ads for Amazon sellers needs a specialized approach. Amazon Attribution provides the data sellers need to optimize campaigns and boost ROI effectively.
Why tracking Google Ads to Amazon is challenging
Google Ads track conversions using a code snippet on your website’s confirmation page. Amazon doesn’t allow sellers to add tracking pixels on its checkout pages, so native tracking isn’t possible.
This leaves sellers guessing which Google Ads drive sales, complicating budget and bid optimization.
Amazon Attribution: Bridge between Google Ads and Amazon sales
Amazon Attribution gives sellers clear insight into how off-Amazon traffic, like Google Ads, affects Amazon sales. This free tool for brand-registered sellers creates trackable links that follow user actions, from clicks to purchases, and ties results back to specific ads or keywords.
Key benefits of using Amazon Attribution
Amazon Attribution allows you to:
See how Google Ads contributes to each stage of the customer journey on Amazon
Make real-time decisions to improve ad performance and increase sales
Identify which keywords, audiences, or creatives drive the most conversions
Measure campaign profitability using accurate sales data from Amazon
This visibility leads to smarter spending and better returns across your advertising efforts.
How to set up Amazon Attribution for Google Ads
Getting started with Amazon Attribution involves a few setup steps:
Enroll in the Program –Must be a brand-registered seller or vendor.
Create Attribution Campaigns – Set up campaigns within the Amazon Attribution dashboard to mirror your Google Ads structure.
Select Products –Choose which ASINs you want to track.
Generate Tags – For each Google Ads group or tactic, generate unique Attribution tags that link directly to your product or Storefront.
Apply Tags in Google Ads – Use these links as the Final URL for your corresponding Google ads.
Bulk Tagging Option – For large campaigns, Amazon Attribution allows you to upload spreadsheets to tag up to 100,000 keywords.
What metrics you can track
Once your campaigns are live, Amazon Attribution provides performance data such as:
Clicks – Number of ad clicks using the tagged URL
Detail Page Views (DPV) – How often the product page was viewed
Add to Carts (ATC) – Number of times customers added your product to their cart
Purchases – Orders generated from your Google Ads campaign
Sales Revenue – Total value of attributed purchases
You can also access calculated metrics like:
Click-through rate
Purchase rate
Total Brand Sales – Including products not directly advertised, revealing the “halo effect” of your campaigns
The table below clarifies key Amazon Attribution metrics:
| Metric | Description | Why It's Important for Amazon Sellers Using Google Ads | Actionable Insights Derived |
|---|---|---|---|
|
Clicks (Attribution Tag) |
Number of clicks on the Google Ad that used the Amazon Attribution tracking URL. |
Measures initial engagement with the ad and successful redirection towards Amazon. |
Low clicks despite high impressions may indicate poor ad copy or targeting. |
|
Detail Page Views (DPV) |
Number of times users viewed the specific Amazon product detail page after clicking the ad. |
Indicates that the ad successfully drove interested users to the product listing. |
A high number of clicks but low DPV might suggest issues with the ad link, page load speed, or immediate user bounce. |
|
Add to Carts (ATC) |
Number of times the advertised product was added to an Amazon cart after an ad click. |
Strong indicator of purchase intent; shows the product is compelling enough for users to consider buying. |
High DPV but low ATC could point to issues with the product listing (price, reviews, description, images) or that users are comparison shopping. |
|
Purchases / Orders |
Total number of orders for the advertised product(s) attributed to the Google Ads campaign. |
Direct measure of sales conversions driven by Google Ads; essential for ROI calculation. |
Low purchases despite high ATC might indicate issues at checkout, payment problems, or users abandoning carts. Analyze conversion rate from ATC to Purchase. |
|
Sales / Revenue |
Total monetary value of sales generated from attributed purchases. |
Quantifies the financial return from Google Ads; crucial for calculating ROAS and ACOS. |
Compare revenue against ad spend to determine profitability. Identify high-revenue generating campaigns, ad groups, or keywords. |
|
Total Sales |
Includes sales of the advertised product plus any other products from the same brand purchased by the user within the attribution window after the ad click. |
Reveals the broader “halo effect” of Google Ads on overall brand sales on Amazon, not just the advertised item. |
If Total Sales significantly exceed sales of the advertised product, it indicates Google Ads are effective for brand discovery and cross-selling. This provides a more holistic view of ROAS. |
Measuring ROAS and campaign profitability
Use Attribution data to calculate key performance metrics:
ROAS = Revenue from Amazon Attribution ÷ Google Ads Spend
ACOS = (Google Ads Spend ÷ Attributed Revenue) × 100
Customer Acquisition Cost (CAC) = Google Ads Spend ÷ New Customers Acquired
These figures give you a full picture of profitability and help guide your budget and bidding decisions.
Unlike standard Google conversion tracking, Amazon Attribution doesn’t provide real-time data. Google’s automated bidding systems may take longer to adjust to these indirect signals.
You might need to use manual bidding, portfolio tools, or allow extra time for Google’s AI to learn from Attribution data. This helps maintain campaign stability while still benefiting from cross-platform insights.
Integrating Google Ads with Amazon Advertising: A unified approach
Integrating Google Ads into your Amazon advertising mix isn’t just a nice-to-have—it’s a strategic necessity. By aligning messaging, sharing data, and balancing budget across both platforms, sellers can reach more shoppers, boost efficiency, and protect their brand presence from every angle.
Why integration matters
Google Ads and Amazon PPC serve different but complementary purposes. Running them together can create a more cohesive and high-impact customer journey.
Funnel coverage from awareness to purchase
Google Ads (Search, Display, YouTube) capture shoppers during early research and product discovery.
Amazon Ads (Sponsored Products, Sponsored Brands) focus on users with strong purchase intent already browsing Amazon.
This dual approach ensures your brand is visible at both ends of the buying funnel. It brings in cold traffic and converts warm leads.
Leveraging cross-platform data
Insights from one platform can fuel better strategy on the other. Use this two-way data exchange to sharpen targeting and keyword strategy.
Keywords that perform well on Google can be tested in Amazon Sponsored Products.
Amazon PPC data can reveal precise shopper language to refine Google Ad campaigns.
Coordinated keyword & messaging strategy
Don’t copy-paste keywords across platforms; search behavior differs.
Adapt broader, question-based Google keywords for Amazon’s transaction-focused environment.
Consistency in branding across ad copy, landing pages, and listings ensures trust. Reinforcing USPs at every touchpoint makes the customer journey smoother and more persuasive.
Strategic use cases for Google + Amazon Ads
Product Launches
Build momentum with early external traffic from Google and capture ready-to-buy customers with Amazon Ads.Market Expansion
Test new audiences with Google Ads before scaling Amazon PPC in high-performing segments.Brand and Competitor Defense
Secure your brand’s presence on Google and Amazon to prevent competitors from poaching your traffic.Full-Funnel Retargeting
Use Google remarketing to re-engage site visitors.
Follow up with Amazon Sponsored Display to close the sale.
Start scaling, run Google ad campaigns now!
If you’re serious about growing your Amazon brand, Google Ads can no longer be optional. They help you reach new buyers, improve rankings, cut ad costs, and build long-term brand equity while feeding Amazon the signals it craves to rank your products higher.
The sellers winning today aren’t choosing between platforms. They’re integrating Google Ads with Amazon PPC, optimizing both, and watching their sales flywheel take off.
Let My Amazon Guy set up, run, and optimize your Google Ads for real Amazon results.
Reach out now because your future customers are already searching.
