About Harvest Group
Harvest Group is a leading integrated commerce agency that provides full-service retail media solutions for CPG brands across all life stages. With expertise spanning top retailers like Walmart, Amazon, Target, Costco, and Kroger, Harvest Group delivers cutting-edge retail ad tech strategies to help brands scale their presence and performance across the most critical retail platforms.
Background
Retailers, like Amazon and Walmart, buy both Shopping and Search ads on Google. The Shopping Ads go directly to the product advertised, while the Search Ads are sent to search result pages filled with Sponsored Ads and competition as seen in the image below.
Unfortunately these generic ads create a poor customer experience as Brands are not able to directly engage potential customers on Google Search and funnel them straight to their products.
The Challenge
Harvest Group’s enterprise client aimed to expand their Google Ads strategy and own multiple positions on the Google SERP (Search Engine Results Page). In theory, they could replace the more generic Search Ads paid for by the retails, with their own ads, which would allow them to directly engage their potential customers on Google, but let the consumer click the ad going to their preferred point of purchase, Amazon or Walmart.
The objective was to dominate Google’s top positions with two ads, one directing traffic to the brand’s Amazon storefront, and the other driving traffic to Walmart.com.
By owning multiple ad positions on Google, the brand hoped to fuel growth on both Amazon and Walmart, while analyzing the unique performance metrics provided by Ampd.
However, the challenge was twofold:
1. Running multiple ads targeting different retailers without driving up CPCs
2. Achieving full attribution to track and optimize the impact of each Google to Amazon and Google to Walmart campaigns.
The Big Question
Would running two different Google Ads accounts, each driving traffic to different retailers, Amazon and Walmart, lead to competition between the ads and significantly increase CPCs?
Ampd's Google to Retailer.com Technology ⚙️
Harvest Group partnered with Ampd and created two distinct Google Ads accounts for the brand:
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Brand X-Amazon: Focused exclusively on driving Google traffic to the brand’s Amazon Storefront.
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Brand X-Walmart: Designed to direct Google traffic to the brand’s products on Walmart.com.
Here’s an example of Ampd’s automated Google Ads setup owning the top two positions on the Google SERP for the same keyword - one ad leading to Amazon.com, and the other ad to Walmart.com:
Key Objectives With Ampd 💡
✅ Leverage Google Ads to drive incremental sales and brand awareness on both Amazon and Walmart.com
✅ Measure the impact of owning multiple spots on the Google SERP and its effect on CPCs (Cost Per Click)
✅ Track, scale, and optimize Google to Amazon and Google to Walmart campaigns using automated attribution tagging
The Results 📊
After launching the Google account for Brand X-Amazon campaigns, the CPCs in the Google account for Brand X-Walmart were relatively unchanged period over period, while overall impressions and clicks remained strong.
Below is a performance comparison of the Brand X-Walmart account, during the same time that the Brand X-Amazon campaigns were active:
This confirmed that owning multiple ad positions on the Google SERP for different retailers did not significantly impact CPCs relative to the increase in traffic.
Why Ampd? 🌟
Using Ampd’s advanced Google to Retailer.com technology, Harvest Group and the brand could seamlessly track the performance, sales, and conversion metrics of their Google to Amazon and Google to Walmart campaigns. Without Ampd’s full attribution and insights, this level of retail media visibility and optimization would have been impossible.
Ampd’s Google to Retailer.com approach empowers agencies like Harvest Group to scale their clients’ sales through middle-of-funnel strategies. By bridging Google Ads with key retail platforms like Amazon and Walmart, Ampd provides comprehensive attribution, enabling brands to maximize growth, control their retail media spend, and drive performance at the highest level.