In the realm of eCommerce advertising, the behemoth Google has dominated for years. However, Amazon Ads has emerged as a formidable contender as the online marketplace evolves. Regarding eCommerce, many are discovering that Amazon Ads might be the wiser choice over Google Ads. Here's why.
Why are Amazon Ads Undervalued?
Amazon Ads has, for some time, been the underdog in advertising. Many advertisers have been so focused on the power and reach of Google that they need to look into Amazon's potential. Yet, with millions of dedicated shoppers actively looking to make purchases, Amazon offers a unique platform ripe for eCommerce advertising. Its undervalued nature means that competition is lower, giving advertisers a competitive edge if they invest their budgets here.
Amazon Has Higher Conversion Rates
While Google might be king in search volume, Amazon reigns supreme in conversion rates for a simple reason: user intent. People on Amazon are generally in a buying mindset. They're not just browsing or seeking information as they might be on Google. They're ready to purchase. Consequently, ads on Amazon often enjoy higher click-through and conversion rates than those on Google.
Amazon Makes Attribution and Tracking Easier
Attribution is a pain point for many advertisers. With Google Ads, you might wonder if that click eventually led to a sale or if it was just another browsing session. Amazon, on the other hand, provides a more streamlined approach. Since the user's journey—from clicking on an ad to making a purchase—occurs within the Amazon ecosystem, it's easier to attribute sales directly to specific ad campaigns.
Amazon Ads Drive Rankings
On Amazon, sales velocity (how quickly you're making sales) plays a significant role in organic rankings. By investing in Amazon Ads, you can drive initial sales, which, in turn, can bolster your organic rankings. This creates a positive feedback loop: your ads drive sales, which boosts your organic position, leading to even more sales.
Amazon Ads Builds Reviews and Long-Term Value
Reviews are the lifeblood of Amazon sellers. A product with many positive reviews often sees better organic ranking and conversion rates. Since Amazon Ads can drive more sales, it indirectly helps accumulate more reviews for your products. Over time, this creates long-term value for your brand and offerings, as positive reviews can significantly sway purchasing decisions on the platform.
The Amazon Marketplace is Easier to Dominate
With the right strategy and product, Amazon can be a less saturated platform than Google, especially for niche products. While competition on Google Ads spans countless industries and niches, Amazon's competition is primarily other eCommerce sellers. If you can master Amazon's advertising landscape, there's potential to stand out and dominate your product category truly.
In Conclusion: Amazon Presents a Better Opportunity for eCommerce Advertisers.
While Google Ads remains a powerful advertising tool, eCommerce businesses, in particular, should strongly consider allocating more of their advertising budget to Amazon Ads. Its high-converting environment and the potential for improved organic rankings and reviews make it a tempting prospect for those looking to maximize their return on ad spend. As the world of online shopping continues to evolve, Amazon's time to shine in the advertising spotlight.