Amazon Ads vs. Google Ads: Which Is Better?

  • #Scale Insights Team
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Allocating your advertising budget between Amazon Ads and Google Ads can be challenging, as each platform excels in different areas. 

If direct sales are your target, Amazon Ads might be the way to go, capturing shoppers already intent on buying. Yet, for broader brand visibility and reaching potential buyers early on, Google Ads casts a wider net across the web, search results, and video content.

Understanding the nuances of each platform is key to maximizing your advertising ROI. Luckily, this guide is here to help you navigate the strengths of Amazon and Google, equipping you with the knowledge to make a strategic choice.

Keep reading to chart a course through the Amazon versus Google Ads dilemma and make an investment that pays off.

Overview of Amazon Ads

Amazon Ads refers to the collection of advertising services provided by Amazon that enables sellers and brands to promote their products directly on the Amazon website and beyond. Your ads can appear in prominent locations such as search results, product detail pages, and even third-party websites, provided they are part of the Amazon Advertising network.

Key Features

  • Product Display Ads: Allows you to showcase your products alongside competitor listings or related products.

  • Sponsored Products: Boost visibility for individual listings in Amazon search results and on product detail pages.

  • Sponsored Brands: Enhances brand visibility with customizable ads featuring your logo, a custom headline, and multiple products.

  • Amazon DSP: Utilize Amazon's demand-side platform to reach audiences both on and off Amazon with display ads.

  • Video Ads: Engage potential customers using video content on Amazon's website and devices.

Pros and Cons of Amazon Ads


  • High Intent Target Audience: Shoppers on Amazon are often in a purchasing mindset, which can lead to higher conversion rates.

  • Direct Product Advertising: You can place your products right where buyers are making decisions, improving the chances of sales.


  • Competitive Market: Due to the high number of sellers, standing out can require larger budgets and strategic bidding.

  • Limited Creative Control: The standardized format of some Amazon Ad types means less room for creative expression compared to other platforms.

Overview of Google Ads

Google Ads, formerly known as Google AdWords, is a pay-per-click advertising platform. You bid on specific keywords so that your clickable ads appear in Google's search results, allowing you to market your products or services directly to those who are actively searching for them.

Key Features of Google Ads

  • Keyword Targeting: Select keywords related to your business to attract interested users.

  • Ad Formats: Utilize various formats like text ads, image ads, and video ads.

  • Ad Placements: Place your ads on Google Search results, websites on the Display Network, or on YouTube.

  • Measurement Tools: Detailed analytics and reporting capabilities to track performance.

Pros and Cons


  • Wide Reach: Leverage the vast audience of Google’s search engine.

  • Detailed Targeting: Target your ads by location, language, and device.

  • Flexible Budget: Control your spending with adjustable bidding options.


  • Competitive: Popular keywords can be expensive due to high competition.

  • Learning Curve: New users might find the platform complex to navigate.

Consider how the features of Google ads align with your advertising goals and whether the pros outweigh the cons for your specific needs.

Comparative Analysis of Amazon Ads vs. Google Ads

A scale with Amazon and Google logos on opposite sides, with Amazon ads outweighing Google ads

In making an informed decision between Google Ads and Amazon Ads, you'll want to consider key factors such as audience reach, ad formats, cost-effectiveness, conversion rates, and the available tools for analytics. Here's how each platform measures up.

Audience Reach

Google's vast search network allows your ads to reach a broad audience, including users that are in the awareness and consideration stages of the buying process. You can potentially target billions of daily searches from users across the globe.

On the other hand, Amazon's audience is more niche and purchase-focused, with millions of users specifically looking to buy products.

Ad Formats and Versatility

Google Ads offers various ad formats, including search, display, video, and shopping ads, giving you a spectrum of tools to reach users. Text, visual, or multimedia content can be leveraged to connect with your audience.

Amazon Ads focuses mainly on e-commerce-driven formats, such as sponsored products, sponsored brands, and display ads that are embedded within the shopping experience.


Amazon Ads tends to have a higher cost-per-click (CPC) because it targets users who are farther along in the purchasing funnel. However, if you're selling directly on Amazon, this might be more cost-effective for your product sales.

In contrast, Google Ads may offer lower CPC rates, but the investment in keywords and market competition can fluctuate greatly.

Conversion Rates

Conversion rates on Amazon Ads are usually higher due to the platform's commercial nature and user intent to purchase.

In direct comparison, Google Ads might have a lower conversion rate but a higher traffic volume, leading to a varied performance based on product and ad quality.

Tools and Analytics

Google provides a robust suite of tools and analytics via Google Analytics, which can track various metrics beyond ad performance. It gives you insights into the user's journey, helping to refine your marketing strategies.

Amazon's analytics are streamlined and focused on sales, giving you direct feedback on ad sales performance and the effectiveness of your ads in driving purchases on the Amazon marketplace.

Industry Use Cases of Amazon Ads and Google Ads

Your industry and marketing objectives will play a pivotal role in selecting between Amazon Ads and Google Ads. Identifying the right platform can help maximize your reach, engagement, and conversions.


For your e-commerce business, Amazon Ads might be the go-to choice. Here, you're placing your products right where customers are ready to purchase. 

Amazon provides an environment with high purchase intent, often leading to higher conversion rates.

For example, if you're selling health supplements, advertising them on Amazon could put your products in front of customers specifically searching for health-related items.

B2B Marketing

Meanwhile, Google Ads often serve B2B marketing more effectively. With its vast network, you can target business professionals across various sectors. You can use in-depth targeting options like keywords related to professional services to reach decision-makers.

If your business offers accounting software, using Google Ads to target keywords that CFOs and accountants are likely to search for would strategically position your software solution.

Local Businesses

For local businesses, both platforms can be beneficial but serve different objectives. Google Ads is excellent for increasing visibility in local search results, especially for services with a 'near me' search trend.

If you're a local plumber or coffee shop, Google Ads can help you appear at the top of search results when people are searching for local services. On the other hand, Amazon Ads may be less relevant unless you're selling products that local customers can find and buy directly on Amazon.

Strategic Considerations of Using Google Ads vs. Amazon Ads

When deciding between Amazon Advertising and Google Ads, you must evaluate your marketing strategy across several dimensions. This will guide you in choosing the right platform that aligns with your goals and resources.

Marketing Objectives

Your marketing goals are fundamental in choosing the appropriate advertising platform. If you aim to boost immediate sales and conversions, Amazon Advertising is designed with commerce at its core, offering direct promotion to consumers ready to buy.

On the other hand, if your goal is to increase brand awareness or drive traffic to a website, Google Ads may serve you better due to its broad targeting capabilities, including search queries, interests, and behaviors.

Budget Allocation

Determining your budget is crucial since it influences the reach and effectiveness of your campaign:

  • Amazon Advertising: Works well with a product-focused budget as it reaches customers at the point of purchase.

  • Google Ads: Ideal for a more flexible budget to accommodate campaigns for brand visibility or objectives beyond immediate sales.

Target Audience

Identify where your target customers are most likely to engage with your brand:

  • Amazon Users: Primarily shoppers with buyer intent.

  • Google Users: A wider audience with diverse intentions, from information-seeking to shopping.

Product and Service Type

The nature of what you're selling can also dictate the best advertising platform:

  • Physical Products: Amazon is a powerhouse for direct-to-consumer sales of physical goods.

  • Services & Digital Products: Google can be a more effective platform for service-based and digital offerings due to its broader reach.

Integrating Amazon and Google Ads

Successfully integrating Amazon and Google Ads into your marketing strategy involves harmonizing campaign objectives, leveraging cross-platform strategies, and meticulously tracking and optimizing performance.

Campaign Objectives Alignment

You must first align your campaign objectives to create a cohesive advertising strategy. For Amazon Ads, your goal is typically to drive sales directly on the Amazon platform. You're tapping into a high-intent audience closer to the purchase point.

On the other hand, Google Ads can serve broader objectives like increasing brand awareness, driving traffic to different landing pages, and retargeting users across the web.

For instance, if you're launching a new product, you might use Google Ads to build awareness and Amazon Ads to convert that interest into sales.

Cross-Platform Strategies

Take advantage of each platform's strengths with strategies that complement each other. You can use Google Ads to capture users in the early stages of the buying journey with Display and Video Ads and then retarget those users on Amazon when they're ready to purchase.

  • Google to Amazon: Utilize Google Ads to drive top-of-funnel traffic towards educational content or lead capture, then employ Amazon Ads for bottom-funnel conversion.

  • Amazon to Google: Use Amazon to understand consumer purchasing behavior and apply these insights to your Google search campaigns to enhance targeting and ad copy.

Performance Tracking and Optimization

Track your ad performance rigorously to understand how your cross-platform efforts are working together. This involves using Amazon's Ad Console and Google Ads' platform to monitor metrics like impressions, click-through rate (CTR), conversion rate, and return on ad spend (ROAS).

Key Metrics Table:





Conversion Rate

Measures the percentage of ad clicks that result in a purchase.


CTR (Click-Through Rate)

The ratio of users who click on an ad to the total users who view the ad.


ROAS (Return on Ad Spend)

Assess the revenue earned for every dollar spent on advertising.

  • Use Google Analytics to comprehensively view the customer journey, from the first Google Ad impression to the final Amazon purchase.

  • Regularly A/B test ad creatives and targeting options on both platforms to fine-tune your approach and improve performance.


Deciding between Amazon Ads and Google Ads can significantly impact your business, as each platform has distinct advantages depending on your specific goals.

Amazon Ads can lead to immediate sales with its high-intent shopping audience, which is ideal for products on Amazon. In contrast, Google Ads is your key to broader brand exposure, targeting users at the beginning stages of their search.

Understanding these platforms' strengths is crucial for an effective advertising strategy. Consider our PPC plans for tailored solutions that meet your advertising needs, explore our specialized PPC plans to optimize your ads and drive meaningful results.

Frequently Asked Questions on Amazon PPC vs. Google PPC

How Should I Split My Advertising Budget Between Amazon Ads and Google Ads?

The allocation depends on your specific business goals and where your customers are in the purchasing funnel. If the aim is to drive immediate product sales on Amazon, allocate more of the budget to Amazon Ads.

For broader brand visibility and driving traffic to a website, allocate more towards Google Ads.

Can Amazon Ads Drive Traffic to My Own E-commerce Site Instead of My Amazon Listing?

Amazon Ads are primarily designed to enhance discoverability and sales within Amazon's ecosystem. While some ad types, like Amazon DSP can direct traffic to an external website, most Amazon Ads aim to convert customers on Amazon itself.

If I’m Not Selling on Amazon, Does It Still Make Sense to Use Amazon Ads?

If you're not selling on Amazon, you may still leverage Amazon Ads for brand awareness if your audience frequents Amazon. Otherwise, platforms like Google Ads might be a better fit to reach potential customers in different stages of the buying process.