Google Ads for Amazon sellers and e-commerce brands.

What does Google Ads management for Amazon sellers include?

Most agencies for Amazon sellers ignore Google, and most Google agencies don’t understand Amazon. That gap is expensive: clicks go to a listing that doesn’t convert, and nobody measures what happened next. We run Google Ads for private-label brands the way we run Amazon ads — tied to a target return, audited weekly, and reported in plain English.

Depending on where you sell, the work covers three jobs: driving measured external traffic to your Amazon listings, running Shopping and Performance Max for your own direct-to-consumer (DTC) store, and protecting your brand name in Google Search.

How does sending Google traffic to Amazon work?

A Google Search ad can link directly to your Amazon product page or Brand Store. On its own, that is a blind spot: Google Ads sees the click, but the purchase happens on Amazon, so Google never learns what sold. Amazon Attribution closes the gap. It is Amazon’s free measurement console for brand-registered sellers — you create a tagged link per campaign or ad group, and Amazon reports the detail page views, add-to-carts and purchases that traffic produced.

For Brand Registry sellers there is a second lever: the Brand Referral Bonus. Amazon returns a credit on qualifying sales that come from non-Amazon marketing measured through Attribution. That credit can materially change the economics of external traffic. The program’s eligibility, rates and terms do change, so we always check the current terms in Seller Central before modelling it into your budget.

Because Google’s automated bidding usually can’t see Amazon purchases, we keep Amazon-bound campaigns tightly structured, bid on high-intent terms, and make changes from the Attribution data rather than letting an algorithm guess. Extra sales may also help velocity on Amazon, but Amazon doesn’t publish its ranking formula, so we treat that as a bonus, not the business case.

What about Shopping and Performance Max for a DTC store?

If you also sell on your own site, Google Shopping and Performance Max are usually where the volume is. Both run from a product feed in Google Merchant Center tied to a website you own, which is why they point at your store rather than at Amazon. Here conversions are tracked inside Google Ads, so automated bidding has real purchase data to work with. Our job is clean inputs: an optimized feed, accurate conversion tracking, product groupings by margin, and exclusions that stop spend leaking.

Why run Search campaigns on your own brand terms?

Once a brand gets traction, competitors start bidding on its name. A small brand Search campaign keeps your ad on top when someone searches for you and sends them where you choose — your store or your Amazon listing. Brand clicks are typically among the cheapest and highest-converting traffic in any account, so this is often the first campaign we launch.

When does Google Ads make sense — and when doesn’t it?

Google Ads is not a fix for a listing that doesn’t convert. It amplifies what already works. This is the fit check we run on every audit:

If the honest answer is “not yet,” we’ll say so and point the budget where it will work harder — usually Amazon PPC management or a listing rebuild to lift conversion first. Our guide on lowering ACoS without killing sales explains why the Amazon side should be efficient before you add outside traffic. (ACoS is ad spend divided by ad revenue.)

Embarc Consulting has managed Amazon accounts for more than 10 years and has launched 600+ products across 120+ private-label brands. Google Ads is one tool in that work, not a separate agency bolted on. You can see how we approach growth on real accounts in our client results.