Is your Amazon store thriving but your Google Ads campaigns are falling short of expectations? It's possible that your ads are driving sales on Amazon instead of directing customers to purchase directly from you. So, what do you do in this situation?

Regina Bellows, Executive Director of StarterPPC, provides valuable insights in this matter. She breaks down the difficulties of advertising and pricing strategies so you can safeguard your website's conversions.

Furthermore, she dives into analyzing your numbers and analytics so you can gain control over your ad performance and increase sales on your site. Listen to this episode now.

This video is from StarterPPC’s YouTube channel, check it out if you want to maximize ad spend & achieve better results with a smaller budget:   

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0:00 Your Amazon Store Is Stealing Your Website Sales?!

1:32 Amazon store and website pricing discrepancies

4:09 Need help scaling Google Ads with a limited budget? Let StarterPPC help you!

6:58 Pricing Strategy Solution

10:25 Your Amazon store is not just getting organic sales!

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#googleads #digitalmarketing #googleadsbestpractices #ppc

Hi everyone, Regina here with Starter PPC.

2

I want to talk to you guys today

about your Google ads, possibly

3

feeding sales on your Amazon

store , this is not ideal, right?

4

Because when you're selling things on

Amazon, you're paying a commission to

5

Amazon and probably some fulfillment

costs , that are not the cheapest, right?

6

Cause I know that Amazon

sellers, you have to ship.

7

Your inventory to an

Amazon fulfillment center.

8

If you want it to be like prime eligible

and have fast shipping and basically win

9

the sales, win the sale over competition.

10

Those fulfillment centers charge a

premium for fulfillment services.

11

And then on top of that, Amazon

charges commission for the

12

opportunity to use their platform.

13

So if you are paying for Google ads

and you're trying to send people

14

to your site and you're trying to

convert them at a certain return.

15

And you've calculated that return

that you need based on the profit

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margin you're getting on your website.

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It would be really bad, right?

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If your Google ads was somehow feeding

sales on your Amazon store instead of

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on your website, because on your Amazon

store, you need a much higher return.

20

And so it's probably not a

profitable way to go about getting

21

sales on your Amazon store, right?

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By buying Google ads clicks.

23

We're going to talk about an example

of one of our clients who sells

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on Amazon sells on their website.

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We've been running Google

ads for them for many months.

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They came to us saying,

why are sales down?

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our Amazon store is doing great.

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Why can't we get a decent

return on Google ads?

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And so we did a deep dive into it.

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We found that their

product on their website.

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With shipping costs

49 , to get to customer.

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Whereas the same product on their

Amazon store costs only 45, right?

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4 cheaper.

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And it gets to their customers

overnight or depending on

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where people live in the world.

36

Sometimes it might be one day

shipping or two day shipping, right?

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Not three day and not

three business days, right?

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Because Amazon.

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Nowadays they deliver on

Saturdays and Sundays three

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business days is a long time.

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If you hit a weekend, on Amazon for

me here in San Diego, I can buy that

42

product for 45 overnight shipping

on top of that, Amazon as a customer

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is great for me because I don't have

to punch my email address into some

44

unknown website, my phone number

into some unknown website, right?

45

A Shopify store where.

46

It's insecure.

47

It could, my phone number could

be sold to a bunch of spammers.

48

They can take my credit card information

and identity theft, et cetera, et cetera.

49

So small websites doesn't happen

very often, but it's nerve wracking.

50

So Amazon feels safer and easier

as a customer saves time, gets the

51

product faster, costs 4 less, and

it doesn't expose you to unknown

52

threats of sketchy websites.

53

So we went to our client and said, Hey,

why is it cheaper on Amazon to order

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this product than on your website?

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Ideally it should be

cheaper on your website.

56

I'm going to show you all the

data that proves that this is

57

detrimental to your business return.

58

Your Amazon store might be doing great so

first of all, here in Google analytics.

59

I'm over here under landing pages

on Google GA4, and I've edited

60

some of the fields so we can see

bounce rate, engagement rate.

61

What I'm going to do is just search

for checkout so we can just see any

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page that has checkout in the title.

63

Here's what's happening.

64

Hi there.

65

Quick interruption.

66

Do you know the main thing that

prevents small business owners from

67

getting their Google ads account

into a position to grow and scale?

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Budget.

69

A lot of businesses, especially

those that are just starting

70

out, have limited budgets.

71

And so because of this, they're turned

away by most ad agencies because most ad

72

agencies have minimum budget thresholds

that they're willing to work with.

73

So what happens is the business owners

end up learning Google ads themselves.

74

And the problem with that is

that most of the advice online is

75

geared towards larger accounts.

76

And the advice doesn't have any of those

strategies or tricks that can kickstart

77

the algorithm into giving a small

account a leg up over larger competitors.

78

So it often just doesn't work.

79

And the business just ends up

losing money month over month.

80

If this sounds familiar,

starter PPC can help.

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We offer Google ads management services

that are designed for accounts that

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have between 1000 and 5, 000 budgets.

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Because all of our clients are just

starting out, we've come up with

84

ways to keep our management fees

significantly lower than most agencies.

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Because we know that every dollar saved

on management fees just goes towards

86

the ad budget, which is going to help

the algorithm gather speed and power.

87

So if you're serious about growing your

business and you'd like a team of Google

88

ads experts to help you without breaking

the bank, check us out at starter PPC.

89

com.

90

Okay.

91

Back to the video.

92

Overall, for all the pages that

have checkout in the title, which is

93

basically Check out contact information

and check out payment and check out.

94

Thank you.

95

The bounce rate from August

compared with July, right?

96

So month over month went up by 35%.

97

So the bounce rate was 33%, which is a

pretty high bounce rate to begin with.

98

Now it's 45%.

99

You guys, almost 50 percent of people

are getting to the checkout and bouncing.

100

And guess what?

101

The Amazon store looks great.

102

So you can imagine what happens, right?

103

People are shopping on your website.

104

They just interacted with the

Google ad shopping on your website.

105

They get to the part where they have

to pull out their credit card, type

106

in information, give away their email

address, give away their phone number.

107

They see the pricing, they see

the shipping and they think, I

108

wonder if I could just get this

on Amazon, I'm already going to.

109

Buy a few things on Amazon today.

110

Anyways, I'll just bundle it

all with the same order, right?

111

So they open a new tab, go to Amazon,

search for the same product name,

112

and they buy on there instead.

113

And your Google ad dollars just paid

for a very expensive conversion on

114

Amazon, where not only did you make

less money because the pricing is

115

lower, but you made less money because

your profit margin is lower, right?

116

The commission that you pay to

Amazon and the fulfillment costs.

117

So the client said, Oh yeah, I

changed the pricing a month ago.

118

That's why we were looking at

month over month numbers here.

119

A month ago, the pricing on

Amazon was changed to be lower

120

than the pricing on the website.

121

What we're now asking the client to

do is put the pricing on Amazon higher

122

than the pricing on the website.

123

This is going to deter

people from bouncing.

124

Even though you'll get a lot of people

who get to the page and think, I wonder

125

if I can buy this on Amazon and not have

to wait three days for shipping and not

126

have to enter my credit card information.

127

There's a lot of people that will go check

Amazon, see that it costs more money.

128

And go back to the site because they

would rather save those 4, right?

129

So it should be the 4 less on

the website, including shipping.

130

Then the Amazon costs, so it needs

to be much higher than Amazon.

131

I know this is a tough thing to ask

because I think on Amazon, oftentimes

132

you're dealing with competition, right?

133

You're dealing with people that are

selling similar products for less money.

134

And that's really tough.

135

This is why Amazon makes it very

difficult for small business to succeed.

136

But if you want to build a brand

and you want your website to work, I

137

don't have any other advice for you.

138

The website where you sell your product.

139

Basically if you set your numbers

to what they need to be on Amazon,

140

your competitors will probably raise

their pricing as well to match.

141

So it's a race to the bottom, but you

got to hold strong and know your numbers.

142

Okay, let's look at a few other

numbers while we're on it.

143

So in addition to the bounce rate going

up by 35%, let's see the damage that

144

was done in the Google ads account

just based on that number alone.

145

So here I am looking at again, August

compared to July month over month.

146

And I can see that first of all, the

cost stayed about the same, right?

147

2 percent decrease is

pretty much the same cost.

148

Now.

149

Cost per click went up by about

6 percent and cost and click

150

through rate went down by about 5%.

151

These are minor fluctuations.

152

You guys, I'm not exactly sure what's

causing them, but a 5 percent increase

153

or decrease here or there., definitely

important to note, which is why I left

154

these columns here, but it's negligible

compared to what I'm about to show you.

155

Average order value

actually went up by 6%.

156

Again, this is just a common fluctuation,

5 or 6 percent here or there.

157

But the fact that average order value

went up is usually a good thing, right?

158

That's an easy way to get a higher return.

159

CPC went up 5%, click through rate went

down 5%, average order value went up 5%.

160

Conversion rate went down almost 40%.

161

Conversions went down 20%.

162

This brings our ROAS to a decrease of 13%.

163

And it brings our cost per acquisition,

our cost per conversion up to by 22%.

164

So bottom line, the biggest

number that, that went down

165

right here is conversion rate.

166

And that affected our return

conversion rate went down.

167

Why?

168

Because people are bouncing 35

percent more often on the checkout

169

page and going and buying on Amazon.

170

If you don't believe me, try an exercise

where you decrease your Google ads spend

171

and watch your Amazon stores revenue

decrease by not a similar percent, but.

172

You'll see a noticeable difference.

173

If you decrease your budget significantly

in Google ads for a few weeks you'll see

174

that decrease in your Amazon revenue.

175

So make no mistake.

176

Your Amazon store is not

just getting organic sales.

177

It is being fed by your Google ads.

178

And the only way to combat that

is to set your pricing higher on

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Amazon store than your pricing

on your website with shipping.

180

All right.

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This has been a lesson in Amazon

pricing and how to keep your.

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Amazon store from stealing

your conversion, stealing your

183

conversions from your website.

184

Best of luck to you.

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If you liked this video, don't

forget to hit and subscribe.

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Thanks for watching.