Introduction
Sreenath Reddy: Hello, and welcome to the Intentwise Connect podcast. I'm your host, Sreenath Reddy, Founder & CEO of Intentwise. My goal with these conversations is to bring industry practitioners together to share their insights and experiences.
Today, I have a special guest, George Meressa, Founder & CEO of Clear Ads, a full-service Amazon advertising agency based in the UK. George, welcome to the show!
George Meressa: Thank you, Sreenath. It’s great to be here. And I must say, I love your studio setup!
The Power of Paid Advertising & Amazon Ads
Sreenath Reddy: George, you've been in digital advertising since 2011. That’s over a decade of experience! Could you share your journey into Amazon advertising and how Clear Ads started?
George Meressa: Absolutely. My background is in Google Ads. I was working with a digital agency, managing pay-per-click (PPC) campaigns for service-based businesses. I loved experimenting, analyzing data, and optimizing ads to drive conversions.
Then, a turning point came when a friend of mine interviewed at Amazon. She mentioned that Amazon was struggling to find agencies taking Amazon PPC seriously. That piqued my interest.
At the time, I had experimented with various ad platforms like TikTok, Expedia, and TripAdvisor, but none had been as impactful as Google Ads. However, I saw an opportunity with Amazon. So, I set up a landing page, ran Google Ads to it, and positioned myself as an Amazon ad specialist.
To my surprise, brands started reaching out, saying, “I’ve been looking for someone like you for years!” That’s when I knew I was onto something. Within months, I transitioned completely from Google Ads to Amazon advertising.
Differences Between Google Ads & Amazon Ads
Sreenath Reddy: That’s fascinating. Since you’ve worked extensively with both Google Ads and Amazon Ads, what are the key differences between the two?
George Meressa: The biggest difference is that Amazon takes a cut of the sale, whereas Google does not. Amazon’s entire ecosystem is built to drive conversions because they benefit directly from each purchase.
Google operates on a Quality Score system, which doesn’t account for conversion rates, whereas Amazon prioritizes conversion rate. If a product has a higher click-to-sale ratio, Amazon favors it by giving it more impressions, lower cost-per-click (CPC), and better organic visibility.
For brands transitioning from Google to Amazon, understanding conversion rate optimization is crucial. A high conversion rate improves ad efficiency, lowers CPCs, and enhances organic rankings.
Amazon Marketing Strategies for Growth
Sreenath Reddy: With Amazon ads evolving rapidly, how do you approach growth for your agency and clients?
George Meressa: Our focus is on staying ahead of the curve. Amazon advertising is moving at an unprecedented pace, so we prioritize three key areas:
- Automation & AI – Agencies still manually adjusting bids are falling behind. We leverage tools like Intentwise to automate bid management, allowing our team to focus on strategic growth.
- Amazon Marketing Cloud (AMC) – AMC provides unparalleled insights into customer behavior. By analyzing purchase paths, we optimize campaigns for maximum efficiency.
- Full-Service Strategy – We now go beyond ads, offering inventory management, listing optimization, and pricing strategies to maximize conversion rates.
Hiring & Building a High-Performance Team
Sreenath Reddy: You mentioned that you’re obsessed with finding the right talent. What’s your approach to hiring top-tier professionals?
George Meressa: Talent is everything. I believe agencies should allocate resources to hiring just as they do for advertising. My strategy involves constantly networking and asking industry experts, “Who is the most exceptional person you’ve worked with?”
By getting referrals upfront and then testing for competency, I’ve found we bring in significantly stronger hires. This approach ensures we stay innovative and competitive.
Future of Amazon Advertising in 2025
Sreenath Reddy: As we look ahead to 2025, what are the major trends in Amazon advertising?
George Meressa: Several key trends will shape the future:
- Increased Automation – Manual campaign management is becoming obsolete. AI-driven optimizations will dominate.
- Deep AMC Integration – The ability to leverage Amazon’s customer data will be a game-changer.
- Generative AI in Advertising – AI-powered content and creative strategies will play a bigger role in marketing campaigns.
Brands that fail to adapt will fall behind. Staying ahead requires embracing automation, data analytics, and AI-driven strategies.
Final Thoughts & Advice for Agencies
Sreenath Reddy: That’s valuable insight. Any final advice for agency owners looking to scale their businesses?
George Meressa: Absolutely. Two key takeaways:
- Innovation is a Responsibility – As agency owners, we have a duty to innovate and stay ahead. Complaining about competition is pointless if you’re not evolving.
- Build a Culture of Adaptability – Hire people who embrace change. Resistance to new tools and strategies will slow you down.
Ultimately, the future belongs to agencies that can pivot, automate, and optimize relentlessly.
Closing
Sreenath Reddy: George, this has been an incredible conversation. Thank you for sharing your journey and insights!
George Meressa: Thank you for having me, Sreenath. I always enjoy our discussions and look forward to seeing where Amazon Marketing Cloud takes us next!