Google Ads vs Amazon Ads: Which one is right for your business?
The eCommerce landscape has transformed significantly. The once-clear boundaries between Google, Amazon, and Meta are disappearing as search, commerce, and social media increasingly converge.
Emerging platforms like TikTok are shaking up the status quo , pushing industry giants to rethink their strategies and redefine their roles in the customer journey. This has sparked a fierce competition among companies like Google and Amazon, each vying for control over product discovery, search, and purchase.
The traditional marketing funnel is now a thing of the past, with major tech players battling to own every stage of the customer journey, from initial awareness to the final purchase.
But how can you harness the power of both Google Ads and Amazon Ads in your digital marketing strategies? This article dives into the strengths of these two ad platforms, exploring their ideal applications and the advantages of a combined approach.
Google Ads vs. Amazon Ads: The main differences
In the past, the choice between Google Ads and Amazon Ads was a simpler one. eCommerce brands with a focus on Amazon sales primarily relied on Amazon Ads to reach their target audience. Conversely, brands with their own direct-to-consumer (D2C) stores found Google Ads to be the more effective platform at driving traffic and sales.
However, the rise of omnichannel retail strategies has blurred these lines. Many eCommerce brands now have an online D2C store, a brick-and-mortar retail store, and list their products on one or several online marketplaces.
Today, many brands leverage both Google Ads and Amazon Ads to maximize their reach and sales potential. Each platform offers unique advantages, and understanding these differences is crucial for allocating your budget accordingly and crafting a successful advertising strategy.
Here's a list of the different aspects of Google Ads and Amazon Ads:
Read a detailed breakdown of these 4 differences in our complete guide comparing Google Ads vs Amazon Ads .
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Benefits of combining Google Ads and Amazon Ads
By now, it's clear that Google Ads and Amazon Ads offer distinct advantages. But the true magic happens when you use them together. Here's how combining these platforms can significantly elevate your eCommerce marketing strategy:
Capture potential customers throughout the buying journey
The lines between browsing and buying are more fluid than ever. Customers can seamlessly switch between researching on Google and browsing on Amazon . This presents a unique opportunity to capture users at various touchpoints throughout their buying journey, regardless of where they initiate their search.
Boost brand awareness and consideration
Google Ads excels at reaching a broad audience across various websites and platforms. By running brand awareness display campaigns with engaging visuals and messaging, you can introduce your brand and products to potential customers who might not be actively searching for them on Amazon. This strategy helps build brand recognition and consideration, making your products more likely to be chosen when customers finally reach the Amazon marketplace.
Maximize sales potential
As we mentioned earlier, the traditional marketing funnel is a thing of the past. Today's consumers casually switch between browsing and buying on Google Shopping and Amazon. Often, they will check out on the platform offering the most user friendly experience, or the best deal. Both product listing on Amazon Ads and Google Shopping ads allow you to strategically position your products in front of high-intent shoppers actively browsing for similar items.
3 best practices when running Google Ads and Amazon Ads
If you’re reading this article, then chances are you’re already using either Google or Amazon Ads. If you’re planning to incorporate both into your advertising strategy , find here the 3 best practices to keep in mind to make this a successful transition for your business!
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