Google and Amazon are two fixed identities in people’s minds. Google is a search engine that can be used for marketing and Amazon is a retail website where businesses can sell their products. Until recently, these two giants didn’t step into each other’s territory, but that has begun to change. Google is expanding its retail presence through Google Shopping while Amazon is expanding its marketing presence through an increasingly sophisticated marketing space.
Google’s Foray into The Retail Market
This search engine giant is making a quiet entry into the retail industry. Google Shopping has been around for a long time, but research has shown it is very effective. Marketers get better results from Google Shopping than regular text ads, especially on mobile. That has led to increased investment in this platform. Retailers now spend more on Shopping than text ads, especially since the company has expanded that platform. Retailers in the UK spend around 74% of their mobile ad budget on Shopping instead of regular PPC.
In addition to a sophisticated retail platform, it has added Google Express and Shopping Actions. Express is a delivery service that doesn’t rely on other carriers and Shopping Actions is an all-inclusive shopping cart. Clients can add items from different retailers to their cart and complete their transaction without visiting multiple websites. This can make a buyer’s overall shopping experience much more streamlined. The Shopping page looks remarkably similar to Amazon’s search pages, this familiarity improves the user experience
Some business owners have expressed concern about adding a third-party to their interactions with customers, fearing it might have a negative impact on the brand’s connection with customers. The company is working on ways to maintain that intimacy without compromising convenience. This platform incorporates factors like loyalty or reward points, past purchases, discounts, sales, etc.
Amazon’s Advertising Platform
Amazon is a large retail website with a very sophisticated search engine. This retailer also has ample information on user purchase behavior, good keywords, user preferences, etc. Based on this information, Amazon can display ads to the best possible customers. This brings in more revenue, allowing businesses to earn more money from their investment.
Amazon already has a feature-rich retail environment. All Sponsored Product ads are integrated organically in search results so they don’t cause problems with user experience. The company also allows links from external websites but these aren’t as effective as Sponsored posts because people don’t like to leave the Amazon landscape, but ads do bring in a lot of revenue.
Your investment should be based on budget, product type, industry, and future plans. It’s still a good idea to invest in both, dividing resources between two important platforms. After some trial and error, you can determine which platform works better and increase investment in it. This is fluid so the effectiveness of either platform might change over time.
For example, even if Google provides better results now, Amazon might surpass it in the future. Deciding between Amazon or Google isn’t easy because both are sophisticated platforms going in a good direction. With some research, you can develop a strategy that fits well.