Although Amazon and Google are giants in their own fields, they have recently become closer to being head-to-head competitors, especially in the area of online advertising.
The competition between the two major corporations, however, gives companies a massive opportunity.
Your business can reach a large audience of consumers and business buyers by advertising on Google and Amazon.
But before you start your advertising initiatives, you need to know what sets them apart and which one will bring in the most profit.
In this article, we’ll go through what Google Ads and Amazon Ads do for companies, as well as the differences between them and which might ultimately be more profitable for your business.
What Is Google Ads?
You’ll recognize Google Ads, the company’s paid advertising (PPC) service, as the small advertisements that appear at the top and bottom of search results.
They may be very effective at driving traffic to your business.
When a user enters a search term into Google, advertisements are displayed.
In its advertising, the company will place bids on terms relevant to its specific industry.
Google inserts thousands of keywords and advertisements into an “auction” in a fraction of a second to decide which ones are most pertinent to the search query.
The top of the results is then displayed with the “winning ads.”
What Is Amazon Ads?
When you enter a term in the Amazon search box and the results display, a few of the top results will be sponsored items, which are Amazon ads.
This is similar to how Google search operates.
Subtle “sponsored” or “ad” writing serves as a discreet indicator for users when they search for a product.
Advertisers can purchase these positions by bidding on particular keywords, which will increase their products’ visibility in the Amazon SERPs.
When a customer clicks on the advertiser’s ad, the advertiser will subsequently be charged.
How Are Google Ads And Amazon Ads Different?
Product Targeting
Google doesn’t have a product targeting option, despite letting you target more precise audiences and demographics than Amazon.
The closest substitute is to target customers who have previously visited particular things using custom intent, subjects, or similar audiences.
With Amazon’s product targeting feature, you can focus on particular goods, names, costs, and ratings.
This is excellent for businesses trying to attract customers searching for a particular kind of product.
Keyword Targeting
You can use keywords to target particular audiences on Google and Amazon.
They do, however, offer a few alternative keyword match types.
Broad match, phrase match, and exact match are available on Amazon.
There is no need for unique formatting for every type.
Whenever you add a new keyword, you just specify the specific match type you want.
Broad match, phrase match, exact match, negative keywords, and broad match modifier are all options provided by Google.
It does take a little more training and experience than keyword targeting with Amazon because you need to use the proper formatting for each term added to your list.
Audience Targeting
Amazon offers possibly the greatest potential for attracting the attention of prospective customers for online store owners.
Amazon now receives about 55% more product searches than Google.
By concentrating on interests, you can reduce the size of your audience on Amazon.
This implies that you can focus on customers who have already expressed interest in a related sector, such as clothing or technology.
You can also target particular Amazon categories with your adverts.
You have a few extra audience targeting options with Google Ads.
You can concentrate on geographic location, age, gender, and parental status.
Additionally, you can use in-market targeting to connect with people interested in competing businesses, affinity targeting to find clients with a broad range of interests, and creating audiences similar to those who have already viewed your ads or website pages.
Automatic Targeting
Finding the correct audience is made easier in part by automatic targeting.
Based on the keywords it determines from your listing’s description, title, and other elements, Amazon chooses where and when to display your ad.
If you’re having trouble deciding which keywords to utilize or which bidding strategy to use for your PPC ads, this technique can help.
To show ads to audiences similar to the one you’ve already defined, Google offers automatic targeting for the display network.
Depending on how much assistance you want from Google, you can pick between conservative and aggressive automation.
By selecting the cautious option, Google is able to locate potential consumers using past data without exceeding your cost per customer.
The aggressive approach costs more while targeting a larger population.
Advertising Cost
Your advertising expenses with Google and Amazon will differ in cost based on a number of variables.
Amazon does, however, require that your company establish a minimum bid or budget for each campaign.
In contrast, Google doesn’t mandate that you set a minimum budget, but your ad expenditure will directly affect your outcome.
This is so that Google Ad Rank can evaluate where your content should appear based on your bid.
Automated Bidding
Another important element of operating a good advertising campaign is bidding.
You can select from a variety of bidding tactics on both Google and Amazon.
You can select between placed bid changes and dynamic bidding on Amazon.
With dynamic bidding, Amazon is able to raise or lower your bid in order to secure fixed bids and sales.
Amazon can automatically modify bids for sponsored products thanks to placed bid adjustments.
Google offers alternatives for automated bidding including improved CPC, ROAS targeting, and CPA targeting.
Although ROAS targeting enables Google to manage your bids for the highest ROAS and CPA targeting optimizes your bids for the lowest cost per acquisition, enhanced CPC modifies your bid to help maximize clicks and conversions.
Conversion Tracking
Performance metrics are a vital tool for learning about the effectiveness of your efforts.
You can track things like transactions, order amounts, conversion rates, and the overall number of orders you get using Google’s ad tracker.
Google also enables consumers to monitor costs, expenses, and run profitability analyses on various campaigns.
From an e-commerce standpoint, Amazon ad reports are a little more detailed.
They give you information on the amount of money you’ve spent on each campaign, the overall dollar amount of sales for each product, and the advertising cost per purchase.
Amazon also provides information on the total return on your advertising spend (ROAS), which could be helpful for online retailers organizing new marketing initiatives.
Final Thoughts: Which One Is More Profitable?
The majority of the digital advertising market has been dominated by Google Ads, but Amazon Ads is growing exceptionally fast and has the potential to stifle ad revenue.
Because of this, digital marketers want to spend 25% more on Amazon ads going forward.
Needless to say, compared to Google, Amazon promises superior conversion rates and a lower CPC.
Even though Amazon Advertising boasts all these advantages, not every business should use this platform.
Yet, utilizing the platform is convenient for businesses that sell on Amazon.
Google gives businesses of all sizes the option to advertise online, but an eCommerce company might consider Amazon Ads to be the undisputed champion while a local service area business might consider Google to be the best option for expanding enterprises.
But still, we can typically draw the conclusion that for the majority of eCommerce enterprises, Amazon Ads are the more profitable choice.
