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Google Ads vs Amazon Advertising: What Works Best?

Compare the pros and cons of two advertising giants to help you decide which is best for your business.

The Ampd Team

Mar 10, 2023

With the rise of e-commerce and online shopping, business owners want to effectively spend their advertising budget on popular platforms like Google Ads and Amazon Advertising to grow their businesses.

But which is better at reaching their target market and ultimately, has a better return on investment? Let’s dive in.

What is Google Ads?

Google Ads is a pay-per-click (PPC) advertising platform where businesses can display their ads on Google search results pages and other websites in the Google Display Network. 

By bidding on keywords, creating ad campaigns, and detailing their targeting options, advertisers can reach a large target audience

Why Businesses Choose Google Ads

Wide reach: With millions of people looking up information about products and services every day, Google Ads can easily reach a vast audience in a matter of seconds. It is one powerful tool for promoting what a business can offer.

Targeted advertising: Google Ads can tailor its advertising to target specific demographics, locations, and interests so advertisers can focus on the people who are most likely to purchase their products and services. This means higher conversion rates and better return on investment for businesses.

Integration with other Google services: It’s easier to track and manage ad campaigns, measure performance and optimize ad spending because Google Ads integrates well with all Google services like Google Analytics and Google Ad Manager.

The Downside to Using Google Ads

High competition: Clicks can be expensive because the competition is steep. Google Ads is highly popular and is widely used by most business owners. If advertisers want to cut back costs while standing out from the crowd, it’s safer to use a different advertising platform.

Complex setup and management: Newbies to digital advertising might need extra help in setting up and managing Google Ads. The platform can be complex and advertisers need to have a good grasp of targeting, ad creative, bidding strategies, and budget management to maximize its use.

Constantly evolving: Constant updates and additional features to Google Ads mean that it’s keeping up with industry trends. However, this also means businesses need to constantly be up-to-date with the changes and quickly adapt their strategies accordingly.

What is Amazon Advertising?

Similar to Google Ads, Amazon Advertising is also a platform where advertisers can bid on certain keywords and create ad campaigns to reach their target audience. 

One glaring difference is that businesses display their ads on and other websites in the Amazon network making it easy to reach a large user base of consumers who are ready to purchase.

Why Businesses Choose Amazon Advertising

Large user base: 200 million monthly active users in the US alone means this can be an advertiser’s potential customer reach. With Amazon Advertising, businesses can tap this immense user base without a hitch. 

High level of trust: With its strong focus on customer service and quality products, Amazon is known as a trusted retailer and users are comfortable with engaging with the platform’s ads.

Integration with product listings: Driving sale conversions are more effective with Amazon Advertising since it is integrated with Amazon’s product listings. This means its ads are already targeting users who are interested in similar products.

Google Ads versus Amazon Advertising

There are three factors to consider when choosing between Google Ads and Amazon Advertising:

  1. Audience Reach - Google Ads has a wider audience while Amazon Advertising has a highly-engaged user base of shoppers.
  2. Targeting Options - While Amazon Advertising target users in buying mode, Google Ads offers more detailed targeting options. 
  3. Cost - With a high rate of sales conversion, Amazon has the more expensive cost-per-click compared to that of Google Ads.

Your Business Goals and Target

Choosing the right advertising platform all boils down to your business goals and your target audience. 

If your business needs to reach a large, diverse user base, Google Ads is the right platform to advertise your products and services. On the other hand, if you’re looking to drive sales, Amazon Advertising is the better option with its massive highly engaged, shopping-focused audience. 

The Right Advertising Platform for You

Both Google Ads and Amazon Advertising are powerful platforms at your disposal, and the right advertising platform for your business depends on your goals and target audience.

Before selecting where your business will advertise its products and services, consider the pros and cons of each platform, as well as, its audience reach, targeting options, and costs.

Remember that the key to effectively spending your advertising budget is to regularly strategize, monitor, and adjust your advertising game plan.

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