Our Journey From Google To Amazon Ads
Amazon and Google are two giants in the internet space, with Amazon dominating as the world’s largest marketplace across multiple countries, and Google reigning as an unbeatable search engine globally.
These platforms have revolutionised the ability for businesses to reach potential buyers and drive sales online. However, the approaches to achieving these goals differ significantly between the two platforms.
At Correlate, our roots are in the Google Ads suite, utilising its features to surpass expectations and achieve remarkable results. When we ventured into Amazon advertising, we anticipated a familiar experience with minor adjustments.
However, we quickly realised that managing Amazon Ads required a different skill set and understanding of the landscape. It was a wake-up call, as we discovered that despite sharing similar outcomes and inputs, the formula for success would be distinct. Here, we share some of the eye-opening moments we encountered while learning how to effectively manage Amazon ads.
1. It is an environment that is hyper-focused on the in-market audience
Google Ads allows us the ability to drive awareness and traffic at different stages of a buyer’s journey. With specific reference to paid search, you may cater for different levels and stages of intent in your strategy.
However, with Amazon, we found that a hyper-focus on in-market audiences with high purchase intent is the name of the game. The mindset of the person on the platform is to buy. We spend a lot of time optimising product listings to be best positioned to sell at that moment.
2. It is a highly competitive environment
Competition in Google Ads is extensive, with advertisers from various industries vying for ad placements across the web.
With Amazon Ads, the focus is on capturing the attention of users with a strong intent to purchase within the contained environment of the Amazon marketplace. While the user pool is smaller, competition among marketers is intense, as everyone is trying to reach the same audience. It is a dog-eat-dog environment where you need to protect your brand and real estate. The bidding environment is also dynamic and intense, and bid management is a key driver of success.
3. Long tail keywords are king
In the realm of Amazon Advertising, long-tail keywords reign supreme, having the power to capture specific purchase queries and intent. Keyword research is paramount as there is an ever-changing demand and competitive environment. Strategic implementation of long-tail keywords became our key to success, allowing us to tap into niche markets and connect with highly relevant audiences primed to make a purchase.
In conclusion, Amazon Ads and Google Ads show distinct differences. Understanding these distinctions between Amazon Ads and Google Ads allows us to tailor our approach accordingly, optimising client campaigns to effectively reach their target audience and achieve the desired results.