If Blue Corona’s Maryland office was nearly as cool as its Charlotte office, we would play a daily “morning jam” to get us all amped for the long day of online marketing badassery ahead. The song I would have picked last week would have been Led Zeppelin’s “Babe I’m Gonna Leave You” to pay tribute to recent news that Amazon plans to leave the Google Search Network, reportedly, to create an in-house ad network.
Sure, Google could potentially lose 0.2-0.4 percent of its overall revenues, but we’re not really worried about how this will impact Google (though that would be the concern for shareholders). We’re interested how this could potentially impact advertisers (like our clients)—whether it be positively or negatively. And maybe secondly, we’re worried about how this could impact us as consumers.
Amazon Leaving Google Would Impact Big Retailers the Most
With Amazon out of the picture, which captured about 5 – 10 percent of Google ad shares, search partners other than Amazon might see a bigger chunk of revenue that Google sends them on their ad space.
However, Amazon traffic is known to convert better than other search partner traffic. This means that should they leave Google to develop their own ad platform, some search partners could see a slight conversion rate dip due to Amazon having higher conversion rates than similar sites.
Would an Amazon Ad Platform Perform Better than Google’s?
Search Engine Land reports that with Amazon’s shopping and product data, “depending on what capabilities Amazon made available, and that’s a big uncertainty, it’s not hard to imagine retail advertisers producing a higher revenue per click through more sophisticated targeting.”
But should that day come, we don’t recommend jumping the Google ship entirely. After all, plenty of companies try to mimic the AdWords’ platform, and yet no one has managed to improve upon it. Overall, more competition through a new ad platform is likely to improve the quality of Google’s AdWords offering and other competitor networks. Consumers are also likely to benefit from this increased competition.
If and when Amazon says “Bye Bye Bye” to Google (another morning jam to add to the list, assuming I don’t get my ass kicked for wishing that boy band loving at age 25 was still acceptable), chances are, you’re just going to gain another place to advertise. And don’t forget our not-so-magical online marketing formula when you do:
Track > Test > Tweak > Repeat
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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