As the world stood still due to the spread of COVID-19 , Google and Amazon accelerated the development of tools in their quest to capture the largest volume of transactional traffic . Both online giants have been improving list of cell phone companies in canada their digital ecosystems for years to become benchmarks for the most interesting searches in terms of business: those that show a clear purchase intention .Product searches and the digital ecosystems of Google and AmazonA recent survey by CivicScience in the United States revealed that, during the coronavirus crisis, 47% of users turned to Amazon when searching for specific products, while 24% chose Google and another 14% chose other avenues. 16% completed the results who said they did not buy online. Of course, this choice was influenced by the degree of loyalty of users , since the percentage of preference for Amazon soared to 74% when it came to members of the Prime program. However, Amazon has not reached this level of visibility on its own : it has mapped out a strategy in which Google’s own network has been crucial. A study carried out by the SEO Searchmetrics tool in the United States showed its enormous presence in all types of Google search results, including the paid spaces of Ads and Shopping. On the other hand, in April of this year, the marketplace announced the reduction of bonuses in its affiliate program to cut costs and, at the same time, it has not stopped improving the Amazon Advertising system with the launch of new ad formats and functionalities such as the edition of Sponsored Brands Ads . For Amazon,The time has come to harness the power of your platform to convert traffic into sales .
From Google’s point of view, Amazon’s investment in its advertising products shows that Jeff Bezos’ gulf email list company continues to use the tools that the search engine puts at its disposal to attract customers. With more and more channels and touchpoints participating in complex customer journeys , Google has the advantage of covering the rest of the queries with a more informative or comparative intention and even generic product searches.For example, a BrandVerity study in the United States found that 52% of users who searched for products in general such as “running shoes” chose Google instead of Amazon (37%), which became the first option when it came to specific products. However, the search engine is trying to close the gap and the announcement of the free version of Google Shopping confirms that it is transforming the SERP so that the results of products gain relevance . Users choose Amazon for specific product searches and Google for more general onesWhat to do as a retailer?Given this situation, how to take advantage of the tools that Amazon and Google make available to achieve more visibility and boost online sales from e-commerce? There are four key tips:
. Study the weight of each platform in the digital strategy : our colleague Jerome Keloghlanian already wondered in his article if it was profitable for an e-commerce to have a presence on Amazon . There are no sharp answers to this question, but it is a question that every retailer must analyze. In any case, knowing in depth the path that the user follows to convert and the weight of each channel through an advanced attribution model is a very solid base from which to start. Facilitate the reading of product information for Google : this involves adding it to the pages following the structured data markup recommended by Google and having optimized product feeds , something that will require close collaboration between the SEM teams and SEO, being an important factor to appear in the organic results of Shopping. . Align content with searches : Google and Amazon share the goal of not disappointing their users. Not surprisingly, the marketplace has transferred the concept of Amazon Retail Readiness to its advertisers. This works as a checklist to determine when a product is ready to achieve sales on the platform. These recommendations are aligned with those of Google and affect the good organic positioning of Amazon pages in search results, if we look at the aforementioned Search Metrics study. 4.nvenience of going to Amazon not only due to its extensive product catalog, but also because of its powerful feedback program , highly valued when it comes to make a purchase decision (highlights, for example, Amazon Vine ). In Google Shopping, the search engine recommends collecting customer opinions with Google Customer Reviews although, if their plans advance in organic terms, this point will be one of the factors that give more visibility to product results.oogle and Amazon, essential in any online sales strategy
For years, the gap between Google and Amazon when it comes to product searches has only grown. However, the rivalry between the two is generating online sales opportunities for retailers , since they do not stop presenting new tools and tactics focused on conversion. Therefore, retailers must take advantage of the advantages that each channel presents and strategically assess their weight with flexible attribution models adjusted to the user’s reality.