Amazon Advertising vs. Google Ads; Which Should You Choose?

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As the number of active internet users continues to grow, digital marketing is becoming more important than ever. Yet a global marketplace is not the only benefit this kind of marketing offers us. By being presented with trackable content, cost-effectiveness, and numerous ways of connecting with an audience, we can see how digital marketing became the popular choice, surpassing any traditional advertising method.  

But with a whopping 70% of marketers stating that they lack a consistent and integrated content strategy, what can you do to ensure your advertising campaigns won’t go to waste? The first thing you must do to take advantage of all the perks digital marketing offers is to find a platform that fits your business’s needs. 

The most obvious choice would be Google, yet statistics tell us that up to 54% of people stopped using Google as a search engine for products and instead moved on to Amazon. By looking at both of these platforms’ revenues and annual growth, we can say that both Google and Amazon have become leaders in digital advertising, but to know which one is the right fit for your business, you must understand how they work.

What Are They Asking from You?

While Google only asks for a basic registration to its platform, Amazon has a lengthy list of requirements for advertising your products in the Amazon marketplace. The latter requires you to have an active professional seller account, the ability to ship your products, and a product listing in at least one available category. You will also need to be eligible for the Buy Box and to be part of the Amazon Brand Registry. 

The ad costs are also different. For most of their ad campaigns, Amazon imposes price minimums that you must meet to advertise on their platform. On average, you must have a minimum daily budget of 1 dollar, with a minimum campaign budget of 100 dollars. The only exception is their Display Ads campaign, in which you only have a minimum campaign budget amounting to 35 dollars. Compared with Amazon, Google has no minimum budget, which gives more freedom when it comes to bidding strategies. 


Adspert ranked as Europe’s #1 Amazon PPC Tool

What Are They Offering in Exchange? 

Both platforms provide access to different types of networks. Using Amazon, you can advertise on, or on any site that is owned by or affiliated with Amazon. Using Google, you can advertise on Google’s search network, featuring Google’s partners and, on the display network, which offers more than two million carefully selected websites, on Google Play Store to advertise your application, on YouTube, and on Gmail.

While highly contrasting, both Google and Amazon understand that each business is unique and has distinct demands fot digital advertising. This is why the two platforms came up with multiple ad campaign types that can serve the different needs of a business. Google gives us the following selection of campaigns: Search Network Campaign, Display Network Campaign, Shopping Campaign, Video Campaign, and App Campaign. Amazon’s list might not be as extensive, but it still covers the basics that you need: Product Display ads, Sponsored Brands ads, and Sponsored Products ads. 

How It All Goes Down

Google and Amazon perform real-time ad auctions to present the user with the best possible results for their search. To do so, they use your Ad Rank and your bid, among other things, to see what position your ad will take. Of course, your ad must first be eligible to participate in the auction, so that both platforms will check your ad’s relevance, and they will not show the ad in case it doesn’t meet the quality standard (Google), or in case the ads are losing the Buy Box (Amazon)

No matter the website, the Ad rank is one of the first things that you want to start improving after you started your campaign. Why? Because once your ad has a high rank, it will not only enter more ad auctions, but it will also allow you to lower your bids.

It’s important to note that due to the different networks that they tackle, Google and Amazon score ads using individual methods. Amazon will take into consideration bid, keyword relevance, accurate product listing, complete listing, and Buy Box eligibility, while Google will look at a bid, expected click-through rate, ad relevance, landing page experience, and context of user search. 

In The End, What Should You Choose?

When used correctly, both platforms have the potential of bringing your business to the top. It’s great to be informed about all the specifics of Amazon and Google, but in the end, it all comes down to what your needs are. If you offer services and not products or want to draw more people to your website, you will go with Google. Instead, if you have a variety of products you’d like to sell and cannot invest in a website of your own, then Amazon is the right place for your business. 

Of course, having the best of the two worlds would be the ideal situation. Your marketing campaigns can reach incredible accomplishments when you combine the broad reach and functionality of both Amazon Ads and Google Ads. With this knowledge in mind, Adspert developed unique algorithms that will ensure your business’s best performance, on both platforms, at the same time. 

Regardless of which service you will select, your digital marketing strategies need to be carefully crafted for success and will consume a lot of resources. But don`t worry:  Adspert can do that from the moment your advertising campaign begins. Be it Google Ads, Amazon Advertising, Microsoft Advertising, or Yandex Advertising – Adspert will use cutting-edge technologies and sophisticated statistical software to analyze and optimize your Accounts and rapidly adapt to any changes in the marketplace. Being 100 percent Plug&Play, you can log into your account, and with the power of one-click, Adspert will start optimizing any campaign you have prepared.