Mobile advertising is crowding the internet with online ads. And the biggest giants are using their space to serve ads to get shoppers. When you hear the name Google it’s reasonable to hear SEO or Search. Products are on Google for online shoppers to look for that gift for their family or friends. But Google’s biggest competitor is not Bing, Yahoo or even Duck Duck Go. It’s Amazon, yes, Amazon.
From Search Engine Land:
A survey of 1,000 US consumers conducted by PowerReviews found that Amazon is the preferred starting point for product search. Google comes in a close second, followed by brand/retailer sites and e-commerce marketplaces (eBay, Etsy, etc.):
- Amazon — 38 percent
- Google — 35 percent
- Brand or Retailer Site — 21 percent
- Other eCommerce Marketplaces — 6 percent
Of those consumers who started their shopping journeys on Amazon, reviews, product selection, free shipping and deals/pricing were the primary reasons cited.
When Amazon is compared to Google there is a higher intent to purchase on Amazon than Google. Remember that Google is great to advertise your business using AdWords. So don’t read into this post that I’m advising to start pouring money into Amazon. Searching for services vs purchasing products are not the same. In other words, I would buy Christmas gifts on Amazon but look for a plumber on Google, Thumbtack or Yelp. More on those search engines in a future post.
In the chart above it’s no surprise that Amazon does better on mobile than Google. Even though Google is considered the king of mobile and design experiences. But Amazon is in a niche. And Google provides a broader range of services and options for advertisers.
Amazon Echo vs Google Home
In case you haven’t been paying attention to commercials, smart home devices are on the rise. This has to lead to a head to head with the two giants. Both devices can order products, tell you the temperature outside and do more.
Advertising online for mobile devices has exploded in 2017. Globally, mobile ad spending is expected to grow $27 billion, or 34 percent, to $107 billion in 2017. Zenith considers mobile advertising to be any type of ad — video, search, display — delivered to smartphones and tablets. (cited here).
Digital Advertising Revenues Hit $19.6 Billion in Q1 2017, Climbing 23% Year-Over-Year, According to IAB.
That’s up 22 percent from the year before.
“These figures reflect marketers’ ongoing commitment to invest in digital,” said Chris Kuist, Senior Vice President, Research and Impact, IAB. “This steady growth is a direct result of interactive advertising’s power to reach consumers where they are spending more and more of their time—on connected screens.”
Google is going to block all ads in 2018
Yes, you read that correctly. So get ready to get your websites ads and display of ads standardized or they won’t be shown. The reason for this is fraud, spam and other nasties that have escalated online the last year. The worst being bots creating false positives in analytics reporting.
The beginning of this starts in February on the 15th. In order to better combat the issues and keep the web user-friendly Google has launched a new tool to check if your ads are intrusive or just too spammy to post. You can check it out here.
Better Ad Standards
desktop ad experiences
The coalition for better ads is a research initiative among 25,000 consumers to find out how to better serve ads online. Some things to considers among the studies are Desktop ad experiences. Popups are annoying but one of the most requested types for desktop ads. Popups with exit intent are better to be the most non-intrusive. However, on mobile popups are not user-friendly and the real-estate they consume is better served using a simple inline ad.
You can watch the video below to see what ads work best depending on their use.
This article originally appeared in Element 502.