Without access to historical performance data, forecasting future outcomes becomes challenging. Consequently, we refrain from making predictions about the Advertising Cost of Sales (ACOS) you might encounter if you haven't previously utilized advertising from Google to Amazon. However, after conducting a three-month evaluation, we will be in a position to provide a more definitive answer regarding this matter.
The ACOS varies significantly depending on the product being advertised. Our experience shows that ACOS can be as minimal as 1%, yet in some instances, campaigns with ACOS reaching 300% or more have resulted in notable improvements in rankings and triggered what is often referred to by Amazon as the "Snowball effect," attributed to the influx of external traffic.
It's important to recognize that ACOS is just one indicator of success. The actual return on investment (ROI) considers ACOS, Brand Reinvestment Bonus (BRB), the snowball effect, and improvements in product ranking.
When drawing a comparison between advertising on Google and Amazon based on ACOS, Amazon advertising typically shows a lower ACOS, making it the preferred initial advertising channel. However, incorporating Google as part of an omnichannel brand strategy is crucial for expanding your brand's presence beyond the confines of Amazon Ads. Solely depending on Amazon Ads for advertising could significantly hinder your brand's growth and market value.

The impact on rankings is typically observed over time, as Google Ads is not an instant fix but a strategy for brand development. Many brands experience this impact gradually, in a scenario where the rise of one lifts all. However, the most effective way to truly gauge this impact is by integrating Google data with TaCOS analysis. Most of our brands make a comparison of TaCOS before and after activating Google Ads. For instance, if your TaCOS is at 10%, and after integrating Google for three months you notice an increase in sales with TaCOS still at 10%, it's a positive indicator that you have successfully added a marketing channel.

Typically, a period of around three months is necessary. In the initial month, we undertake various tests, during which a higher Advertising Cost of Sales (ACOS) is a common observation. By the second month, we begin to narrow down on the most effective outcomes, and by the third month, we aim to have a definitive grasp of how Google's advertising can influence your product's performance.
Regarding ranking improvements, brands often begin to notice significant changes during the second to third month, especially once the advertising expenditure on Google reaches approximately 10% of the total Amazon advertising budget.

As a baseline, initiating with a daily budget of $15 for each product is advisable. However, adopting a strategic approach involves aiming for 100 clicks per day, multiplied by the average cost per click (CPC), over a span of 30 days. Aiming for 100 clicks daily allows us to gather a substantial data set, enabling informed optimization decisions. This approach also helps in assessing whether Google Ads have a beneficial effect within 90 days. Budgets lower than this may delay the validation of results. For instance, a daily target of 100 clicks at an average CPC of $1.00 over 30 days suggests a monthly starting advertising budget of $3,000.