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6 Metrics To Follow When Running Google Ads For Amazon Business

To optimize your Google ads campaigns, make sure to keep track of these metrics. Check out this article and see for yourself!

If you want to increase your brand awareness, boost conversion rate, and create a loyal customer base, running Google ads is one of the most effective approaches to start up with. However, you cannot expect the ads campaign to run smoothly without closely monitoring its performance. So how are you supposed to do that?

The answer is easy enough: examine the top six business metrics that determine whether your money is well spent. Today, we will walk you through them all and ensure you can apply this knowledge to improve your Amazon business.

Are you ready? Let’s go!


Everything You Need To Know About Google Ads

What Is Google Ads?

Besides being the most common search engine, Google also provides a paid advertising service for businesses.

By using Google ads, your landing page will appear at the top of any Google searches with relevant keywords, or it can show up in the Display Network and Google’s Adsense of a third-party website.

Why should your Amazon store use Google ads?

First of all, Google ads help promote your brand to a vast number of potential consumers through bidding keywords and direct links that lead to landing pages right away. Instead of throwing ads everywhere without a specific target audience, now, feel free to narrow down the customer database and aim at those most likely to visit your listings and seal a deal.

Secondly, as Google is an open space, it is highly compatible with almost any product or service available. Whether you sell household appliances, luxury items, or online learning courses, Google ads can accompany them all. You are not limited to what to advertise and what not to, so the buyers are only one search away from your Amazon store.

Thirdly, with proper planning, Google ads can be quite cost-saving, especially for small businesses. This is because you only need to pay for the actions that users perform on your ads, which means the return on investment is much higher.

Last but not least, all data concerning your marketing campaign is available within hours in the dashboard, giving you a clear picture of how your ads are doing. The transparency and clarity leave room for necessary adjustments if you want to change directions mid-way.

6 Metrics To Keep Track Of When Running Google Ads

Typically, people would rather seek help from a Google Ads agency to do the job. However, if you want to get the gist of Google ads yourself, it’s time to dive a bit deeper into the statistics indicating the state of your campaign.

Click-through rate

The Click-through rate measures the percentage of users who have seen your ads and clicked on them. The higher your click-through rate is, the more likely it is for your business to convert new consumers.

To convince as many people to click on your ads as possible, consider the following solutions.

  • Use sitelink ad extensions: your web address will be displayed on top of the ad so that potential buyers can have a look at where they are going if they click on it.
  • Use promotion extensions: by adding a special discount at the bottom of the ad, customers are more inclined towards your offers.
  • Bid only relevant keywords: make sure you choose a series of keywords that best represent what your Amazon store has to offer. Be direct and straightforward so that customers are presented with what they need the first time they search for it.

Conversion rate

Conversion rate refers to the percentage of people who visit your website and make a purchase afterward. It is one of the most important metrics to follow as it proves how effective your Google ads campaign is. You can raise the conversion rate through several tactics.

  • Optimize your landing page: potential customers can be put off if they are directed to an ill-designed, irrelevant, or poorly organized website. Improve the interface and put in captivating content to catch the attention of users right away.
  • Narrow down the target audience: you have to understand the characteristics of your products and which group of people is most likely to be interested in. Aiming at the right section of users spares you the time and money, making your ad campaign more efficient.

Cost per click (CPC) and cost per conversion

Cost per click is the expense needed to generate a click. If you manage to keep a low CPC, you will have a higher return on investment. Similarly, cost per conversion shows how much you have to pay for a purchase customers make on your website. 

Quality score

Quality score estimates the effectiveness of your ads and determines when and where your ads will show up in the search result. Therefore, it is essential to raise your quality score as high as possible. If you are getting a six or even lower, your ads might not be visible to potential customers. To get at least a seven in your quality score, you must boost your clickthrough rate and pick out the right keywords.

Return on Advertising Spend (RoAS)

If your marketing campaign is profit-based, it boils down to a single question: Are you able to balance out the initial investment and get back more money than previously spent? Return on Advertising Spend helps you to provide an answer.

By dividing the ad cost by the ad sales, you will get the RoAS rate. But remember, only the ad-attributable sales are taken into account. If there is any organic order, leave it out of the equation.


While it might sound simple enough, running a successful Google ad campaign is no easy task. If you fail to keep track of what your ads are doing, don’t hesitate to ask a trusted Google ads agency like Olifant Digital for advice. Their experienced digital marketers are more than happy to assist with your Amazon business and make sure your every single investment will be profitable.

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