Building high-ROAS ecommerce search campaigns in Google Shopping and Amazon Ads

Advanced Campaign Setup: Google Shopping vs Amazon Ads

Overview of Structures

Both Google Shopping (Priority sculpting) and Amazon Ads (Multi-tier architecture) share underlying principles but differ significantly due to their unique platforms. Here’s a detailed comparison:

Similarities

• Route Queries/Campaigns: Both systems route queries or keywords through different campaigns based on performance.

  • Google Shopping: Uses priority settings and negatives to funnel queries from catch-all campaigns into high-performance (alpha) campaigns.
  • Amazon Ads: Moves keywords from broad, phrase, and auto-campaigns into exact match campaigns for better profitability.

• Discovering Converting Terms: Both platforms start with a broader campaign setup to identify converting terms at low cost.

  • Google Shopping: Uses catch-all campaigns to discover high-performing queries.
  • Amazon Ads: Utilizes broad and phrase matching to find profitable keywords.

• Graduating Proven Terms: Once proven, these terms are moved into higher-performance campaigns.

  • Google Shopping: Moves them into alpha campaigns with high tROAS (target return on ad spend).
  • Amazon Ads: Imports them into exact match campaigns for better profitability.

• **Regular Reviews and Neg

Read the full article at Search Engine Land

---

Want to create content about this topic? Use Nemati AI tools to generate articles, social posts, and more.