🎙 In this episode of Top of Search, ex-Googler and Google Ads coach Jyll Saskin Gales joins Robyn and Abe to unpack the evolving Google Ads landscape and how it compares—and complements—Amazon advertising. They dive deep into how conversion tracking, ROAS expectations, and ad formats like PMAX and Demand Gen shape strategy. Jyll offers practical advice for sellers transitioning from Amazon to Google, highlighting key similarities and major differences that affect ad setup, tracking, and optimization.

🔑 Key Takeaways:

💡 Amazon vs. Google Ads: The Core Differences
• Amazon’s ads impact organic ranking; Google’s do not.
• Google requires custom setup for conversion tracking; Amazon handles it automatically.
• Google’s campaign formats (e.g., Demand Gen, PMAX) offer flexibility but require strategy.

🎯 Smart Bidding & Match Types Demystified
• Broad match on Google is wider than on Amazon—smart bidding narrows targeting over time.
• Google “Exact Match” focuses on intent, not literal keywords.
• Successful bidding hinges on strong conversion tracking and sufficient data volume.

📈 What Success Looks Like in Google Ads
• At least 30 conversions in 30 days helps smart bidding optimize.
• Target smaller SKU sets for better results early on.
• Troubleshoot with click-through rate (CTR), CPC, and conversion tracking diagnostics.

🛍 Demand Gen vs. Shopping Ads vs. PMAX
• Use Shopping Ads if search demand exists—check via Google Keyword Planner.
• Try Demand Gen if users don’t know what to search (like niche or new products).
• Performance Max (PMAX) is automated and powerful, but not ideal for beginners.

🧰 Tips for Amazon Sellers Expanding to Google
• Start with your own site for better margins and conversion tracking.
• Avoid relying solely on Shopify’s automated Google campaigns—take manual control.
• Use micro-conversions (add to cart, quiz completions) to gather learning signals.

📧 Own Your Customer Data
• Capture email addresses via quizzes or unique value—not just discounts.
• This data strengthens remarketing and customer relationships long-term.

🔗 Mentioned Links:

• 🔍 Google Keyword Planner – to explore search demand
• 📚 Inside Google Ads Podcast by Jyll Saskin Gales
• 🎓 Jyll’s Courses & Coaching
• 📱 Jyll on TikTok, Instagram, YouTube, Threads: @the_google_pro
• 📣 Amazon Attribution Program

🎙️ In this episode, e-commerce advertising expert Will Haire, founder of BellaVix, joins Abe and Robyn to break down Amazon DSP (Demand Side Platform). They dive into who should be using DSP, when it makes sense, and why it’s often misunderstood. Will shares tactical advice, pitfalls to avoid, and how DSP fits into a broader Amazon advertising strategy.

🔑 Key Takeaways

💻 Amazon DSP: Beyond the Hype
• DSP is Amazon's programmatic advertising platform, offering advanced audience targeting using real shopping data.
• It's not just for on-Amazon ads—DSP reaches third-party sites, Twitch, IMDB, and more.
• Amazon reps aggressively push DSP, but it's not always the right fit for every brand.

📊 When Is a Brand Ready for DSP?
• Minimum recommended spend: $5,000/month for effective campaigns.
• Best suited for brands doing $50-70K/month in sales looking to break through stagnation.
• Focus areas: Retargeting, abandoned carts, conquesting competitors.

🔎 The Realities of DSP Performance
• DSP is more brand awareness and audience-building focused, less direct-response than Sponsored Products.
• Sponsored Products should be maxed out before considering DSP.
• ROAS expectations for DSP differ; key metrics include click-through rates, detail page views, and new-to-brand purchases.

💡 Strategic Considerations & Common Missteps
• Exclusion controls in DSP offer valuable brand safety levers not available in Sponsored Display.
• Creative quality and audience segmentation are critical for DSP success.
• Brands often mistake DSP for a guaranteed ROAS driver—it’s more akin to billboard advertising.
• Consumables and premium-priced products benefit most from DSP's audience-building potential.

⚙️ Tools and Insights Mentioned
• Amazon Marketing Cloud (AMC) – For deeper attribution insights and customer journey tracking.
• PacVue – Tried for reporting but found Amazon’s native dashboard sufficient.
• Cantar Study – Reference for Amazon’s “better together” advertising philosophy.
• Influencer Marketing – Often a better fit for early-stage brands over DSP investments.

🔗 Useful Links Mentioned
• BellaVix
• Robyn Johnson on LinkedIn
• Abe Chomali on LinkedIn
• Amazon Marketing Cloud (AMC)

🎙In this episode, Michael Erickson Facchin, a seasoned digital marketing expert and host of the PPC Den podcast, shares valuable insights on Amazon PPC, audience targeting, and the evolving e-commerce landscape. He discusses the importance of data, the challenges of navigating new features, and how brands can balance testing with fundamentals to optimize their campaigns.

🔑 Key Takeaways

💻 Amazon PPC: Technical Marketing at Its Core
• Amazon’s PPC system is evolving, but still lags behind Google and Meta in some areas.
• Understanding data is crucial, but sifting through overwhelming amounts of information can be challenging.
• Audience targeting is improving, but still needs refinement to truly compete with Google and Meta.

📊 Audience Targeting on Amazon: Not Quite There Yet
• Amazon’s new audience targeting features are promising but still in early stages.
• Brands need to balance fundamentals with testing new features to optimize campaigns.
• Effective use of audience targeting requires understanding the complexities of warm and cold audiences.

🔎 The Importance of Product Fit in a Crowded Market
• Product-market fit remains a fundamental element for success in e-commerce.
• A unique product that offers real value is more likely to succeed than a "me-too" product.
• It’s crucial to protect unique product ideas through patents and strong branding.

💡 Building a Brand with a Unique Edge
• Expanding your product line can work if done right, by identifying search term data and market gaps.
• Understand your market before launching product extensions.
• Products that capture the spirit of the market are more likely to become enduring brands.

⚙️ Tools and Insights Mentioned
• AdBadger – Amazon PPC management tool for optimizing campaigns.
• Google Ads – For cross-functional digital marketing strategies.
• Amazon Sponsored Products – Best ad type for e-commerce sellers, still in need of more advanced features.
• LinkedIn – Be cautious of hype and "quick fixes" from influencers.

🔗 Useful Links Mentioned
• AdBadger
• PPC Den Podcast
• Google Ads
• Amazon Sponsored Products
• LinkedIn
• Hexagons are the Bestagons – Watch here!