Are Amazon PPC and Google Ads the same?

Key Takeaways:

Amazon PPC marketing is ideal for e-commerce businesses looking to boost product sales directly on Amazon
Google Ads offers broader targeting, perfect for brand awareness and lead generation.
Using both Amazon PPC marketing and Google Ads together can help maximize visibility and sales.

Introduction: Amazon PPC vs. Google Ads. What’s the Difference?

If you’ve ventured into the world of digital marketing, you’ve probably heard of both Amazon PPC marketing and Google Ads. Do they serve the same purpose? Let’s dig into it!

In fact, Amazon PPC and Google Ads are two of the top platforms for online advertising, but they differ in terms of reach, audience targeting, and objectives. The battle between Amazon PPC and Google Ads often leaves advertisers scratching their heads, wondering which one is the better choice. In 2021, Google’s ad revenue surpassed $200 billion, while Amazon’s ad revenue was predicted to reach $40 billion by 2025. Both offer incredible opportunities to advertise, but they operate very differently.

In this blog, we’ll break down the key differences, similarities, and when to use each platform. Let’s go!

What is Amazon PPC?

Before we compare, let’s get clear on what Amazon PPC marketing actually is.

Amazon PPC (Pay-Per-Click) is an advertising platform designed for businesses to promote their products on Amazon. When a customer searches for a keyword related to your product, Amazon displays your ad, and you pay each time they click on it. Simple, right?

There are several types of Amazon PPC campaigns, such as:

Sponsored Products: These ads appear in search results and product detail pages. It’s great for individual products.
Sponsored Brands: These showcase your brand logo, custom headline, and multiple products to build brand awareness.
Sponsored Display: These are remarketing ads that target users who’ve shown interest in your product.

Amazon PPC allows advertisers to target customers who are already shopping, making it a powerful tool for boosting product visibility.

What is Google Ads?

Now, let’s talk about Google Ads.

Google Ads (formerly known as Google AdWords) is a platform where businesses bid to have their ads shown across Google's vast network. These ads can appear on search results, YouTube, Gmail, and millions of websites that are part of the Google Display Network. In fact, Google's ad network reaches over 90% of internet users globally, making it one of the most powerful platforms for online advertising.

Similar to Amazon PPC marketing, you only pay when a user clicks on your ad. The key difference is that Google Ads reaches users who may not be actively shopping for a specific product, but are still interested in what you’re selling based on their search intent. In 2021, Google generated $209 billion in ad revenue, showing just how impactful it is in the digital ad space.

Types of Google Ads campaigns include:

Search Ads: In 2021, 61% of users clicked on paid search ads, proving how effective they are for capturing intent-driven traffic.
Display Ads: These ads appear across Google’s partner websites and YouTube. With Google Display Ads, businesses can target audiences based on interests, demographics, and behaviors.
Video Ads: Ads shown on YouTube before or during videos. YouTube ads alone reach over 2 billion logged-in monthly users, making it a goldmine for advertisers targeting consumers through engaging video content.

Google Ads can be an excellent choice for businesses aiming to reach a broader audience, build brand awareness, and drive leads. It allows advertisers to target users based on a wide array of factors, from keywords to behaviors, and track their ROI meticulously.

Amazon PPC vs. Google Ads: Key Differences

Now, let’s get into the nitty-gritty and compare these two advertising platforms.

Feature	Amazon PPC	Google Ads
Audience	Shoppers actively searching for products on Amazon	Broader audience; people searching or browsing online
Targeting Options	Keyword-based targeting, product categories	Keyword, location, device, interests, demographics
Cost Structure	Pay-per-click; only pay when a shopper clicks on your ad	Pay-per-click (CPC), cost-per-impression (CPM), cost-per-acquisition (CPA)
Conversion Intent	High intent (shoppers looking to buy)	Moderate to low intent (users looking for information, awareness)
Best for	E-commerce businesses aiming to boost sales	Businesses aiming for brand awareness or to drive leads

Which Platform is Better for Your Business?

Now that you have the basics down, the million-dollar question is: Which platform should you use?

Amazon PPC is great if you're an e-commerce business looking to target customers who are ready to buy. It's all about driving immediate sales, and Amazon’s search results are full of shoppers actively looking for products.

Google Ads, on the other hand, is ideal for businesses wanting to build brand awareness or those looking for leads. Since Google Ads serves a wider audience, it can help your business reach customers who may not know about your brand yet.

When to Use Amazon PPC and Google Ads Together

Amazon PPC: Focus on targeting people actively searching for your product, especially if you have a product listing on Amazon.

In some cases, using both can work wonders! For example, using Amazon PPC for direct sales while running Google Ads for brand visibility could provide a comprehensive marketing strategy.

How Amazon PPC Marketing Services Can Help Your Business

Using Amazon PPC marketing services can help you create targeted campaigns tailored to your specific business goals. Amazon PPC allows you to optimize campaigns by choosing the right keywords, setting an appropriate budget, and tracking results.

Hiring experts in Amazon PPC can give you access to detailed insights and tools to improve your campaigns. With the right strategy, you can:

Boost product visibility
Drive qualified traffic to your listings
Increase conversions
Maximize your return on ad spend (ROAS)

Conclusion

In the world of digital marketing, Amazon PPC marketing and Google Ads both have their advantages. The choice between them depends on your business goals. If you’re looking to increase direct sales on Amazon, Amazon PPC marketing is the way to go.

For businesses looking to maximize their presence and sales on Amazon, Bridgeway Digital offers Amazon PPC marketing services to help optimize campaigns and boost visibility. Contact us today and let us help you run a successful Amazon PPC campaign!

Check Out More Informative Blogs

If you’re interested in learning more, check out these helpful articles:

https://www.bridgewaydigital.com/blog/how-much-should-i-spend-on-amazon-ppc

https://bridgewaydigital.com/blog/php-in-2025-why-it-s-still-the-go-to-language-for-web-developers

Frequently Asked Questions

Can I Use Amazon PPC and Google Ads At The Same Time?

Yes! Both platforms can complement each other, with Amazon PPC driving immediate sales and Google Ads building brand awareness or generating leads.

Which Platform Offers Better ROI For E-commerce Businesses?

Amazon PPC generally offers better ROI for e-commerce businesses, as it targets customers who are actively shopping for products.

How Do Targeting and Bidding Differ Between Amazon PPC and Google Ads?

Amazon PPC focuses on product-related keywords for targeted traffic, while Google Ads offers a broader range of targeting options, including demographics and interests.

Is Google Ads Better For Brand Awareness Compared to Amazon PPC?

Yes, Google Ads is often used for brand awareness campaigns because it reaches a wider audience beyond those looking to buy right away.

How Do I Decide Between Using Amazon PPC and Google Ads?

If you’re focused on increasing sales on Amazon, Amazon PPC is the better choice. If you want to drive traffic to your website and build brand awareness, Google Ads is ideal.