Top Agency Execs Moving Large Search Budgets From Google to Amazon

By Steph Von der Heyde | The 1 Thing

Oct 16

A recent survey conducted by CNBC has revealed that some of the largest advertisers and marketing agencies are reassigning huge portions of their Google search budgets to Amazon.

Several of them admitted to moving 50 percent or more from Google to Amazon this year, further fanning the flames of Amazon’s triple digit percentage increases on ad budget year-over-year.

Why Should You Care?

Australia will not be immune to Amazon’s amorous advances in the years to come. It’s incredible growth have made it the only credible threat Google (and its parent company, Alphabet) have had in years.

Most global companies have already started assigning more budget to Amazon, and it should be on all marketers’ radars, whether you live in the US or not. According to Search Engine Land: “looking across the digital advertising landscape, Amazon is about the ripest opportunity out there”.

While Google can connect advertisers to search intent, Amazon can go further, showing purchase intent and allowing for purchasing right in the same platform – something Google are scrambling to emulate with endeavours like Google Shopping Actions.

The bottom line is this: don’t ignore Amazon, even if you’re not based in an area where it’s already dominant. The shopping giant doesn’t show any signs of slowing down and, as a marketer or business owner, it’d stand you in good stead to keep abreast of it’s aggressive advances toward a city near you.