There is currently a real pitched battle between Amazon Ads and Google Ads to see who gets the top spot of the most widely used platforms for online advertising. The reality is that Google Ads dominates the market, but Amazon Ads is hot on its heels. It is no coincidence that companies today want to advertise in one of these two ways.
The Amazon Ads vs. Google Ads competition is very strong and it can be said that both dominate the digital advertising market on the Internet and social networks. They are the two largest sales channels in the world today.
Therefore, the two have introduced several improvements in the use of their platforms to offer attractive packages to the general public. Here, increasing sales is the ultimate goal
Learn more about Amazon Ads and Google Ads
图32-1
Google Ads is the type of campaign offered by the North American company to advertise products and services. It is characterized because each ad has an image of the product, name, price, and store name. It also offers additional data such as user reviews and ratings.
When a person clicks on the displayed ad, they access the product file on the seller’s Web site.
For its part, Amazon Ads is Amazon’s advertising platform, and in it you can see sponsored or branded ads of different products. As in Google Ads, you can see the product image, price, seller’s name, reviews of the same, and the shipping value of the product.
When you click on the link, the person is sent to Amazon’s central page where the item is displayed with its most important features.
How are Amazon Ads and Google Ads the same?
In this battle between Amazon Ads and Google Ads, there are some factors in which both platforms are similar and not much difference is observed:
- Amazon and Google advertising works the same way as a user uses the search engine to find a product: both offer the most relevant results.
- On both platforms you will pay per click. Normally the cost per click is not very high and it will all depend on the competition the product has.
- Both focus on 100% sales.
- Both have the same structure having to do with displaying the image, description, price, etc.
- Both appear in organic search engine results.
Differences between Amazon and Google
These are some differences between Amazon Ads and Google Ads. It is important to take them into account as it may be important to opt for one or the other platform. These include the following:
- In Amazon Ads, if a campaign has an end date, it cannot be reactivated and, therefore, the history of that campaign may be lost.
- To be a professional seller on Amazon you have to pay a price of about 39 euros.
- Ads in Google Ads take the person to the product listing page. For his part, on Amazon the user will always remain within the Amazon platform.
- In Google Ads, you cannot control the different ads by keywords.
- In Amazon, you can do a manual campaign segmented by keywords, and you can control the keywords
- With Google, you will be able to advertise a particular brand, since the ad redirects to the central web page.
- On Amazon, ads are not available to everyone. In Google Ads all companies have access to the different campaign types.
- The metrics obtained in Amazon use ROAS (ratio of revenue generated to ad spend) and ACOS (total ad spend to total ad sales). In Google, only ROAS is used.
- Google Ads collects demographic data that can be critical. Amazon, on the other hand, uses only the data it has on its website, such as purchase history, returns, complaints, etc.
- On Amazon, keywords are not enough and there are other factors that play a central role such as price, product reviews, people’s opinion, shipping and returns.
Why digital advertising is the battleground between Amazon Ads and Google Ads
People have always used Google as a search engine to find products and services and solve their needs. On Amazon, on the other hand, they have come to buy directly.
Studies show that nearly 56 percent of people go directly to Amazon to search for a product or service before searching for it on Google. Therefore, the battle between Amazon Ads and Google Ads has become stronger as companies have figured out what people need and what they are doing.
Types of advertising in Amazon Ads and Google Ads
Regarding advertising between Amazon Ads and Google Ads, there are a few types that use both platforms and give excellent results in terms of visibility and reach of the information provided. They are as follows:
A.- Google Ads
- Google’s search advertising produces 64 thousand searches per second worldwide. This makes businesses available to millions of users through their chosen keywords, an advantage in the struggle between Amazon Ads vs. Google Ads.
- Google Shopping is another type of advertising you can find in Google Ads. It is a tool for all advertisers who have an e-commerce site. With it you can promote each product independently without setting up keyword auctions.
- YouTube video advertising. It has opened the door for thousands of advertisers to the most visited website today, generating millions of dollars in revenue. It offers variety in its platform such as TrueView in stream, TrueView video Discovery, Bumper Ads.
- It also offers mobile advertising that reaches more customers worldwide because of the massive use of these devices, a significant advantage between Amazon Ads and Google Ads.
- Display advertising is another widely used type of advertising. Google’s network is the largest site in the world that accepts Adwords and allows advertisers a variety of different formats such as images, text, rich media, and video.
B.- Amazon Ads
- Sponsored products. These are the ads most in demand by consumers. So you can increase sales and visibility of certain products, which can appear on the first search pages or product detail pages.
- Sponsored brands are great for raising awareness and increasing sales. They appear at the top of search results and include the company logo, title and up to three promoted products.
- Sponsored displays, which are advertisements available to professional sellers who are part of Amazon. It allows you to create ad campaigns in very few clicks, a point in favor of Amazon Ads vs. Google Ads. It does not segment by keywords, but by products, categories and interests.
- Amazon Store: these are web pages with more options and are totally free for Amazon members only. With this tool you can increase the visibility of the brand and products offered. They include various metrics to support said campaign such as web traffic and sales.
How to combine social ads into an effective strategy
When it comes to combining an Amazon Ads and Google Ads strategy, using both can be very helpful in achieving different results. Once you understand their differences and similarities, you can decide where to place an ad or not.
Although the Google platform accumulates many more people worldwide, Amazon shows exponential growth in recent years that does not stop. Therefore, it can be seen as an incomparable opportunity for many.
On the other hand, statistics and numbers do not lie. Amazon has a higher cost per click and conversion rate than Google. Despite this, Amazon is not useful for all businesses, but for those that are already on the platform; the others have to pay a very high fee.
Display ads on Amazon can cost around $35,000, making small businesses unable to afford such prices. These display ads are only for the largest companies in the market. Google for its part offers online advertising to everyone.
Do you want to get the best results in your advertising strategy on platforms like Amazon? At Antevenio we know how to build an Amazon Ads strategy that allows you to find active users interacting, browsing and buying in the Amazon environment.
