Google Ads or Amazon Ads – Which is Better?

by Angus Fraser · January 1, 2024

Sometimes there simply is no choice – you’ve got to use Google Ads or Amazon Ads because that’s where you are.

If you have a choice, then you might want to choose Amazon. Here’s why:

Yes, Google Ads are the popular kid on the block with over 90% of global search engine usage. But a 2021 survey revealed that 54% of all product-related searches in the U.S. happen on Amazon.

While Google has wide reach, Amazon knows what you want, when you want it. It’s like everyone’s personal shopper and online marketers sometimes miss the sweet targeting opportunity Amazon offers.

Of course, Amazon is a world of its own, and to get in, you’ve got to invest in the Amazon ecosystem and build a product listing. It might sound like a bit of a hassle, especially when Google Ads lets you run traffic straight to your ecommerce website with fewer hoops to jump through.

But here’s where it gets interesting: Amazon has this cool thing called Fulfilled by Merchant (FBM). Sellers can fulfill products themselves, bypassing Amazon’s fulfillment centers. So, you don’t have to dive into the Amazon marketplace headfirst if you’re not ready.

Using Amazon ads isn’t about opening a shop; it’s about unlocking a whole new sales channel. Amazon’s got a massive network of customers, and once you’re in, you can tap into it like a keg at a party. Plus, their ad platform is like the VIP section.

But what about money?

It’s true that Amazon Ads might seem a bit pricey at first glance. They’ve got this commission thing going on top of the cost per click. Ouch.

But when you compare it to Google Ads, the CPCs are lower, and the conversion rates are sky-high on Amazon.

So, in the grand scheme of things, it might just be a better bang for your buck.

Here are a few things to know:

Amazon’s Return on Ad Spend is Better

Amazon has laser focus on what people really want. Plus, they throw in tools like advertising on competitor listings – cheeky, right? Amazon listings can hit conversion rates of 10-15%, even more for Prime members. Compare that to Google’s usual sub-5% conversion rates. Even with Amazon taking a cut, the Return on Ad Spend (ROAS) usually beats Google Ads.

Amazon Tracking Rocks

Tracking with Google Ads is like working blindfolded, even with Google Analytics 4 and Tag Manager. But Amazon makes it easy because everything you need is right there on the platform – product info, reviews, influencer vids, you name it. Buyers trust Amazon, and most of the research and sales happen on the platform, making tracking a walk in the park. With Amazon’s tools, you can understand the customer journey from keyword to sale.

Amazon Ads Boost Organic Rankings

Google says, “Ads don’t change organic rankings.” Amazon says, “Hold my coffee.” Sponsored Ads on Amazon actually boost organic rankings. Google keeps ’em separate, but Amazon uses ad success to boost organic ranking trust. So, Amazon Ads not only bring in buyers but also help your products climb the organic ranks.

Amazon Ads = Reviews and Long-Term Wins

SEO on Google is like trying to crack a secret code – time-consuming and sometimes feels like juggling flaming torches. Amazon Ads, though, build a staircase to SEO success. More ads mean more sales, more reviews, and higher rankings. Amazon reviews are like gold; they’re your ticket to the top. Google Ads? Not the same magic.

Amazon Marketplace, the Easy Breezy Dominator

Amazon Ads not only make it easier to compete, but they also let you own the whole playground. Google’s like, “No unfair advantage!” Only four ad spots, and they don’t want anyone hogging the spotlight. Amazon, on the other hand, says, “Go big or go home!” You can dominate the whole search results page. Google’s got rules against it; Amazon’s all for it. Your brand can be the kingpin of the SERP with Amazon – no rule-breaking needed.

Amazon Ads might be the dark horse of advertising, but it’s got some serious perks that make it a party worth considering.