The advertising world is buzzing, and there’s a new player in town stealing ad dollars from the reigning king. Google has been the go-to for over a decade, but now more businesses are shifting ad budgets to Amazon. And as someone who’s spent countless hours in both platforms’ trenches, I can see why.
Let’s get into it—and find out if Amazon deserves a spot in your advertising playbook.
- Amazon’s Unique Shopping Ecosystem 🛒
Picture this: you’re in a store, cart in hand, scanning the aisles. That’s Amazon. Now compare it to Google—it’s like wandering through a library, where people search for anything from cookie recipes to the best plumbers in town.
On Amazon, 63% of shoppers start their product search with one thing in mind: buying. Google can’t compete with that kind of focused intent. If you’re in eCommerce and looking to connect with customers already holding their wallets, Amazon is the better aisle to be in.
- Superior Conversion Rates 📈
Amazon converts better. Period.
Why? Because shoppers come ready to buy. With Google, they might be researching, comparing, or just browsing. On Amazon, they’re already leaning toward “Add to Cart.” And higher conversions mean better Return on Ad Spend (ROAS)—the ultimate measure of success in paid ads.
It’s why I always say: “A good ROAS doesn’t lie.”
- Simpler and Easier to Manage 🧘♂️
Google’s advertising tools are powerful, but they can be a lot to handle. Managing campaigns on Google often feels like juggling flaming swords—one wrong move, and you’ll burn through your budget.
Amazon, on the other hand, keeps it simple. Sponsored Products, Sponsored Brands, Sponsored Display—it’s all straightforward. Fewer settings, less guesswork, and no need for a Ph.D. in ad tech to figure it out.
- Trust in Amazon’s Data 🔍
Here’s the deal: Google’s data is harder to trust these days, thanks to privacy changes like iOS updates. With Amazon, the picture is much clearer. They own the entire buying process—from search to checkout—which means advertisers get more accurate data on what’s working.
For eCommerce sellers, this is the equivalent of gold dust. More transparency, better decisions, stronger results.
- Rising Costs on Google 💸
The keyword bidding war on Google has driven costs sky-high in many competitive industries. If you’re selling apparel, electronics, or health products, you’ve likely seen your cost-per-click (CPC) climb year after year.
Amazon isn’t exactly cheap, but it’s often more budget-friendly, especially when your goal is reaching ready-to-buy customers.
- Google and Amazon: The Dynamic Duo 🌟
Now, don’t get me wrong—this isn’t about throwing Google out the window. Google shines for top-of-funnel strategies, like brand awareness and capturing early interest. But when it’s time to seal the deal, Amazon delivers.
A balanced strategy leverages the strengths of both platforms, meeting customers wherever they are in their shopping journey.
Wrapping It Up 🎯
Why are businesses moving their ad budgets to Amazon? Because it offers:
- A buyer-focused ecosystem.
- Simpler campaign management.
- Higher conversion rates.
- Transparent data.
But here’s the key: it’s not about choosing one over the other—it’s about using the right platform for the right stage of your funnel.
Final Thoughts
The shift from Google to Amazon isn’t about abandoning one platform for the other—it’s about leveraging their strengths.
- Use Google Ads to capture early interest.
- Use Amazon Ads to close sales.
By integrating both platforms, you can build a comprehensive advertising strategy that targets customers at every stage of the funnel.
Questions Answered About Google and Amazon Ads 📚
- Why are businesses moving ad budgets from Google to Amazon? Companies are shifting due to Amazon’s higher conversion rates, lower CPC in certain categories, and its focus on purchase-ready customers.
- Is Amazon more cost-effective than Google for advertising? Often, yes, especially for eCommerce products. However, cost-effectiveness depends on your industry, product category, and campaign setup.
- What types of products perform better on Amazon compared to Google? Products with high purchase intent—such as electronics, home goods, and beauty products—tend to perform well on Amazon.
- Does Amazon Ads work for all businesses? Amazon Ads are primarily effective for eCommerce businesses. Service-based businesses or those without physical products may not benefit as much.
- What are the main differences between Google and Amazon Ads? Google targets users across the funnel (awareness to purchase), while Amazon focuses on users at the bottom of the funnel who are ready to buy.
- How does Amazon’s ad platform compare to Google in terms of usability? Amazon’s platform is simpler and more predictable, making it appealing for advertisers who want streamlined management.
- Should I stop using Google Ads if I advertise on Amazon? No. Google is still valuable for building awareness and driving traffic, while Amazon excels in converting shoppers into buyers.
- Can I run ads on both Google and Amazon effectively? Yes, running campaigns on both platforms allows you to target the full customer journey, from research (Google) to purchase (Amazon).
- What’s the average ROI for Amazon Ads compared to Google Ads? Amazon often delivers a higher ROI for product-based businesses due to its focused audience. Google ROI varies widely based on campaign type and industry.
- How do I start shifting my ad budget from Google to Amazon? Begin by reallocating a small portion of your budget to Amazon Sponsored Products campaigns. Test results and optimize before making larger adjustments.
Got Thoughts? Let’s Chat!
What’s your take on this trend? Are you already shifting budgets, or are you sticking with Google? Comment below with your questions or insights—I’d love to hear from you. Found this useful? Save it, star it for later, or share it with a fellow marketer who’s ready to make their ads count. 🚀
Have questions about shipping, advertising, or scaling your e-commerce success? I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Amazon’s PPC landscape can be overwhelming, but with the right guidance, you can make every dollar count, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR
Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues.
He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit www.trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.