Are you considering investing in paid ads for your Ecommerce website? Want to learn the difference between Amazon PPC and Google Ads?

Ad Badger share their Amazon PPC and Google Ads comparison in this infographic.

They break things down as follows:

• Ad function
• Ad rank
• Match types
• Negative keywords
• Keyword bidding

Check out the infographic for more detail.

 

Amazon PPC vs Google Ads infographic

 

Amazon PPC vs Google Ads guide

In the vast landscape of digital advertising, two giants stand out: Amazon PPC (Pay-Per-Click) and Google Ads. As a beginner in the world of online advertising, understanding the differences and nuances between these two platforms is crucial to make informed decisions about where to invest your advertising budget.

In this comprehensive guide, we will explore the key aspects of both Amazon PPC and Google Ads, helping you navigate their ad functions, ad rank, match types, negative keywords, and keyword bidding strategies.

 

Ad Function

Amazon PPC

Amazon PPC is a powerful advertising platform tailored for sellers and vendors on Amazon’s e-commerce platform. It allows businesses to promote their products to a highly targeted audience within Amazon’s ecosystem.

The primary ad formats on Amazon PPC include Sponsored Products, Sponsored Brands, and Sponsored Display.

• Sponsored Products: These ads appear within Amazon search results and on product detail pages. They are keyword-targeted, meaning advertisers choose specific keywords to trigger their ads. When a shopper searches for or clicks on a product related to the chosen keywords, the sponsored product ad may be displayed.
• Sponsored Brands: Sponsored Brands, previously known as Headline Search Ads, allow businesses to showcase their brand and multiple products in a visually appealing banner format. These ads appear at the top of search results and are ideal for brand visibility and awareness.
• Sponsored Display: Sponsored Display ads are designed to re-engage shoppers who have visited a product detail page or shown interest in specific products. They can also be displayed on external websites and apps through Amazon DSP (Demand-Side Platform).

Google Ads

Google Ads, formerly known as Google AdWords, is a versatile advertising platform that covers a much broader spectrum than just e-commerce. It enables businesses to display ads on Google’s search engine, YouTube, the Google Display Network, and even within mobile apps.

The primary ad formats in Google Ads include Search Ads, Display Ads, Video Ads, and App Ads.

• Search Ads: These ads appear at the top and bottom of Google search results when users enter relevant search queries. Advertisers bid on keywords to trigger their ads, and the ads are text-based with headline, description, and URL fields.
• Display Ads: Display ads can be image or video-based and are shown on websites and apps within the Google Display Network. They are suitable for building brand awareness and reaching a broader audience.
• Video Ads: Video ads are displayed on YouTube and other video-sharing platforms. Advertisers can create engaging video content to promote their products or services.
• App Ads: App ads are designed to promote mobile apps on Google Play and iOS App Store. They can appear in search results, on YouTube, and across various Google partner networks.

 

Ad Rank

Amazon PPC

In Amazon PPC, the ad rank determines the position of your ad in search results. The ad rank is calculated based on a combination of factors, including:

• Bid Amount: The maximum bid you’re willing to pay for a click on your ad.
• Relevance: The relevance of your ad and product to the search query. This is influenced by the keywords you target and the quality of your product listings.
• Click-Through Rate (CTR): The historical performance of your ad in terms of how often it gets clicked when displayed.
• Ad Format: The type of ad you’re running (Sponsored Products, Sponsored Brands, or Sponsored Display).

Amazon uses these factors to determine the ad’s placement on search results pages. Higher ad ranks result in better visibility and potentially more clicks.

Google Ads

Google Ads also uses an ad rank system to determine the placement of ads in search results and other advertising spaces. The ad rank is determined by:

• Bid Amount: The maximum bid you’re willing to pay for a click on your ad.
• Quality Score: This is Google’s assessment of the quality and relevance of your ad and landing page to the user’s search query. Quality Score is influenced by factors like expected click-through rate, ad relevance, and landing page experience.
• Ad Extensions: The use of ad extensions, such as site links, callouts, and structured snippets, can enhance your ad’s visibility and ad rank.
• Ad Format: The type of ad you’re running (Search, Display, Video, or App).

Higher ad ranks in Google Ads result in better ad placement, often at the top of search results pages or within the Google Display Network.

 

Match Types

Amazon PPC

Amazon PPC offers three primary match types for keywords:

• Broad Match: With broad match keywords, your ads may appear for related searches, including variations, synonyms, and relevant terms. This option provides a broad reach but may lead to less precise targeting.
• Phrase Match: Phrase match keywords allow your ads to be shown when the search query contains the exact keyword phrase you specify, along with other words before or after it. This offers a balance between reach and precision.
• Exact Match: Exact match keywords trigger your ads only when the search query exactly matches the keyword. This provides the highest level of precision but may limit your ad’s reach.

Google Ads

Google Ads offers a similar set of match types for keywords:

• Broad Match: Broad match keywords trigger ads for related searches, including synonyms, misspellings, and related terms. It provides a wide reach but may result in less precise targeting.
• Phrase Match: Phrase match keywords trigger ads for search queries that contain the exact keyword phrase you specify, along with other words before or after it. This offers a balance between reach and precision.
• Exact Match: Exact match keywords trigger ads only when the search query exactly matches the keyword. This provides the highest level of precision.
• Broad Match Modifier: This match type allows you to specify certain words within a broad match keyword as “must-haves,” ensuring more control over your ad’s targeting.

Both Amazon PPC and Google Ads give advertisers the flexibility to choose match types based on their advertising goals and desired level of control over keyword targeting.

 

Negative Keywords

Negative keywords are equally important in both Amazon PPC and Google Ads. Negative keywords are terms for which you do not want your ads to appear. By adding negative keywords, you can prevent your ads from showing for irrelevant or non-converting search queries.

For example, if you’re selling high-end smartphones, you might add “cheap” or “used” as negative keywords to exclude users searching for discounted or second-hand devices.

Google Ads also allows advertisers to use negative keywords to refine their targeting. By adding negative keywords to your Google Ads campaigns, you can avoid wasting ad spend on irrelevant clicks.

For instance, if you’re running a campaign to promote a luxury hotel, you might add negative keywords like “budget” or “cheap” to exclude users looking for budget accommodations.

Both platforms give advertisers control over their ad targeting by allowing them to specify negative keywords that prevent their ads from appearing for certain search queries.

 

Keyword Bidding

Amazon PPC

Keyword bidding in Amazon PPC involves setting a maximum bid amount that you’re willing to pay for a click on a specific keyword. It’s a competitive process, as other advertisers are also bidding on the same keywords.

Here are some key aspects of Amazon PPC bidding:

• Automatic Bidding: Amazon offers an automatic bidding option where the platform automatically adjusts your bids to maximize your ad’s visibility while staying within your budget.
• Manual Bidding: With manual bidding, you have full control over your bid amounts. You can set different bids for each keyword, allowing you to prioritize high-performing keywords.
• Bid Adjustments: Amazon also allows you to make bid adjustments for different placements, such as top of search, product pages, and rest of search.

Google Ads

Keyword bidding in Google Ads operates similarly to Amazon PPC. Advertisers set a maximum bid amount for each keyword, and the ad rank is determined by bid amount, quality score, and other factors.

Key points to consider in Google Ads bidding include:

• Manual CPC Bidding: This bidding strategy allows you to set individual bid amounts for each keyword in your campaign. It offers precise control over your bids.
• Enhanced CPC (eCPC): Google Ads offers an eCPC option that automatically adjusts your bids to maximize conversions based on historical data.
• Target CPA (Cost Per Acquisition): With this bidding strategy, you set a target cost per acquisition, and Google Ads adjusts your bids to achieve that goal.
• Target ROAS (Return on Ad Spend): Target ROAS bidding allows you to set a specific return on ad spend target, and Google Ads adjusts bids to meet that target.
• Automated Bidding Strategies: Google Ads provides various automated bidding strategies, such as Maximize Clicks, Target Impression Share, and Target Search Page Location, which optimize bids based on specific goals.

In both Amazon PPC and Google Ads, effective keyword bidding requires monitoring performance, adjusting bids, and optimizing your campaigns over time to achieve your advertising objectives.

 

Conclusion

As a beginner in the world of digital advertising, understanding the key differences between Amazon PPC and Google Ads is essential for making informed decisions about where to allocate your advertising budget. Each platform offers unique advantages and caters to different advertising goals:

Amazon PPC is ideal for businesses looking to promote products within Amazon’s vast e-commerce ecosystem, with ad formats like Sponsored Products, Sponsored Brands, and Sponsored Display.

Google Ads provides a broader reach, allowing businesses to display ads on Google search, YouTube, the Google Display Network, and mobile apps, using formats such as Search Ads, Display Ads, Video Ads, and App Ads.

Both platforms use ad rank systems to determine ad placement, offer various match types for keyword targeting, allow the use of negative keywords to refine targeting, and provide options for keyword bidding to optimize ad performance.

Ultimately, the choice between Amazon PPC and Google Ads depends on your specific business objectives, target audience, and product or service offering. It may even be beneficial to use both platforms to maximize your online advertising reach.

As you gain experience in the world of digital advertising, you can refine your strategies on each platform to achieve the best results for your business.