EP 18: A Primer on Google Ads for Amazon Sellers with Jyll Saskin Gales

🎙 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

Chapters

• 0:06 Intro to Jyll Saskin Gales & her Google Ads platform
• 2:31 Amazon vs. Google Ads: Key similarities and major differences
• 4:35 Match types on Google explained: Broad, phrase, and exact
• 6:50 When to use Broad Match and how smart bidding adjusts over time
• 10:02 Why Google Ads don't affect organic rankings (unlike Amazon)
• 11:17 Why conversion tracking is essential before spending on Google
• 14:07 Micro-conversions and the 30-in-30 rule for smart bidding success
• 17:25 Understanding ROAS on Google vs. Amazon
• 18:35 Diagnosing ad vs. website problems using clicks and CTR
• 22:04 Branded search: When to defend and how it differs on Google
• 24:17 Should Amazon sellers run Google Ads to Amazon listings?
• 25:30 Demand Gen campaigns: A non-search way to reach your audience
• 29:11 Inventory management: Differences between Amazon and Google Ads
• 30:32 When to use Shopping Ads vs. Demand Gen
• 32:19 What PMAX is (and isn't) and how it's evolving
• 35:25 Running ads to Amazon vs. your own site – pros and cons
• 36:58 The importance of collecting email and using quizzes for conversion
• 39:55 Are you “free” from rules when you leave Amazon? (Spoiler: no)
• 41:15 Should you trust Shopify’s automated Google Ads integration?
• 42:58 Where to find Jyll: Podcast, TikTok, courses, and more