Google Ads vs. Amazon PPC Advertising Platform: Analysis of Ad Types, Effects, and Benefits
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What are the similaries and differences between them?
Google and Amazon are among the industry leaders in online advertising, two multi-billion dollar advertising platforms that have brought in large amounts of revenue for e-commerce stores. So who is better at advertising war between the two sides?
While Google has long been a well-regarded advertising platform, in recent years Amazon has also focused on advertising, with few successful sales using Amazon ads.
There are many similarities between Google Ads and Amazon ads, and sellers may struggle to decide which platform to focus on. Therefore, the specifics of each platform will be parsed in this article.
First, the similarities between Google Ads and Amazon ads
This.Both platforms value keywords (also known as search terms) because advertisers typically bid on keywords to serve ads.
Wanting to win an auction depends on a number of factors, such as the amount of your bid, the relevance of your ads to keywords, and the specific rules of your platform.
In addition to search ads, both Amazon and Google have an ad network, each with several different types of ads. Across their entire advertising network, Amazon and Google are almost on par, but there are some obvious differences that are making money for the platform.
2. Google Ads type
Here are a few things you can do to promote your Amazon product:
1, search ads
If a user searches for a keyword, text-based search ads appear at the top of Google search results (above natural search results) to provide users with a link and text summary.
2, display ads
Display ad patterns include still, animated, or interactive images that can be displayed on Google's ad network (not search results). When shoppers browse, these ads appear on many different sites.
Display ads also include adaptive text ads that can change titles, text, shapes, or more to suit different audiences and regions. They enable advertisers to test different elements, such as ad titles, and Google will show the most converted versions based on their machine learning algorithms.
3, video advertising
Video ads are shown before or during a video broadcast on Google's web, and this type of ad is common on YouTube.
4, shopping ads
Product Details Ads (PLA) let shoppers see your product as they search. These ads appear above or around Google's natural search results.
Here are the ever-expanding options you have to advertise on Amazon::
1, sponsored product advertising
Sponsored product ads are designed to promote a single item, and the ad appears on the search results page (above the natural search results) or product page.
2, sponsor brand advertising
Amazon Brand Filing Sellers can advertise up to three products in title-based, keyword-targeted ads.
3, display ads
Display ads are different from other Amazon-sponsored ads because they are not for keywords, but for a wide range of interests or specific products.
In addition to the product details page, display ads can also be displayed on Amazon.com and Amazon devices (which is very similar to how the Google Ads network works).
Because the seller's advertising goals are different, the results vary, but the seller should treat each advertising platform differently. Between Google and Amazon, potential customers may be at different stages of shopping.
Amazon buyers tend to have a clearer intention to buy, so the targeting of Amazon's ads should be clear. But on Google, users tend to be at an earlier stage in the shopping process and may not have a clear intention to buy, so your advertising strategy revolves around informational terms such as what, how, best, and other keywords.
V. The advantages of Google Ads
Google is well suited to increase the brand's influence and visibility. Google's search reach and ad network are huge, making it ideal for showing your brand to new customers.
Google gives advertisers the potential to increase brand awareness and promote their unique brand image without worrying about the limitations of Amazon's platform. Importantly, it also gives you the opportunity to build and nurture an audience that is not possible on Amazon.
Audiences are an important part of building and expanding your business over the long term. The customer list will give you more business control, more marketing options, and another channel to connect with customers and get more reviews.
The advantages of Amazon advertising
Amazon ads are more targeted than Google Ads can help you expand your brand's reach. This means they usually deliver better initial returns for Amazon sellers.
Amazon buyers tend to be strongly willing to shop and have a clear intention to buy. And now more than half of online product searches come from Amazon, which is one reason Amazon has more conversions than Google Ads. The average conversion rate for Amazon ads is 10%, while the average conversion rate for Google Search ads and Google Display ads is 3.75%.
When you run ads on Amazon, all you need to do is identify your customers' shopping needs and show them your sponsored products.
Amazon's advertising platform is becoming more sophisticated, inglying advertisers more opportunities to fine-tune and improve Amazon PPC ads. Features such as automatic/manual keyword targeting and negative keywords help you maintain ad performance and reduce CPC per click (CPC).
In short, Amazon's ad return cycle may be relatively short, and Google can help you build your audience and brand awareness, with a greater focus on long-term business.
Because the two platforms have advantages in different areas, it is ideal to use both as budget allows. Sellers can use Amazon PPC and display ads to increase sales for your existing Amazon customers. At the same time, you can use Google Ads to find new customers outside of Amazon and start building lists.
Implementing an ad strategy that combines both will help you maximize conversions and enhance the long-term appeal of your brand and business.
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