Nine out of 10 ecommerce businesses I’ve come across have run Google Ads at some point, but few have considered Amazon Ads despite the significant opportunities it offers.
I believe that Amazon Ads has the potential to be far more effective than Google Ads for ecommerce PPC as it offers higher quality traffic, higher conversion rates, easier tracking, more long-term value and more lenient policies.
In this article, I unpack these advantages and explain why your ecommerce business should be running Amazon Ads over Google Ads.
Why is Amazon Ads undervalued?
There are several reasons that Amazon Ads has not been as popular as Google Ads, even for ecommerce businesses. Let’s get these out of the way.
While Google commands the majority of global search engine usage, boasting over 90% market share, a 2021 survey by Jumpshot revealed that Amazon’s search volume comprises 54% of all product-related searches in the United States.
Google may have a broader reach, but Amazon provides a more relevant targeting opportunity, a nuance often missed by ecommerce advertisers.
Another blocking factor is that Amazon is a stand-alone ecommerce platform. To list a product on Amazon, advertisers are required to invest in the Amazon ecosystem and build a product listing.
The startup cost and learning curve with Google Ads are lower as traffic can be run directly to your ecommerce website. It’s not widely known that Amazon has a program called Fulfilled by Merchant (FBM), where sellers can fulfill...
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