86
Fashion Jobs
SHISEIDO
K-Key Account Lead
Permanent · HO CHI MINH CITY
ADIDAS
Senior Director Product Creation Ftw
Permanent · HO CHI MINH CITY
L'OREAL GROUP
Corporate Affairs & Reputation Manager - Corporate Affairs & Engagement
Permanent · HO CHI MINH CITY
JO MALONE LONDON
Education Manager, Jml/lm
Permanent · HO CHI MINH CITY
L'OREAL GROUP
Senior HR Operations Executive/ Assistant Manager
Permanent · HO CHI MINH CITY
ADIDAS
Key Account Manager (Franchise)
Permanent · HO CHI MINH CITY
ADIDAS
Senior Manager, Commercial, Adigolf, Vietnam 1
Permanent · HO CHI MINH CITY
ADIDAS
Key Account Manager 1 (Franchise)
Permanent · HO CHI MINH CITY
COLUMBIA
lo Costing & Engineering Manager
Permanent · HO CHI MINH CITY
L'OREAL GROUP
Category Manager - Cpd
Permanent · HO CHI MINH CITY
L'OREAL GROUP
Business Planning Manager - Cpd
Permanent · HO CHI MINH CITY
ADIDAS
Senior Manager Product Creation (Sportwear)
Permanent · HO CHI MINH CITY
L'OREAL GROUP
Product Manager - Shu Uemura
Permanent · HO CHI MINH CITY
ADIDAS
Manager, Quality Product Integrity
Permanent · HO CHI MINH CITY
TAPESTRY
Manager, Manufacturing Engineer
Permanent · HO CHI MINH CITY
SPECIALIZED
Painting Quality Engineer - Bình Dương, Vietnam
Permanent ·
ON RUNNING
Social Compliance Specialist - Hcm Based
Permanent · HO CHI MINH CITY
ADIDAS
Senior Manager, Sourcing Operations
Permanent · HO CHI MINH CITY
WILLIAMS SONOMA
Wood Sustainability Specialist - (Global)
Permanent · THUẬN AN
PUMA
Manager Quality Apparel & Accessories
Permanent · HO CHI MINH CITY
PUMA
Senior Executive, Finance
Permanent · HO CHI MINH CITY
PUMA
Head of Quality Footwear
Permanent · HO CHI MINH CITY
Published
Mar 1, 2017
Reading time
2 minutes
Download
Download the article
Print
Text size

Amazon investing in mobile ads on Google

Published
Mar 1, 2017

In Berlin in 2014, Google’s Executive Chairman, Eric Schmidt, said, “Many people think our main competition is Bing or Yahoo. But really, our biggest search competitor is Amazon.”   Amazon and Google have competed for market share for years, primarily in the area of product searches. Now Amazon is testing the use of mobile ads on Google, according to a report by Merkle, a performance marketing agency, resulting in a very interesting co-existence.


An example of an Amazon PLA ad on Google (Merkel Inc)


 In the past year, mobile has grown exponentially becoming the most important vehicle for online ads.  Facebook and Twitter both generate more than 80.0% of their revenues from mobile.
 
Mobile is also the most important driver of Alphabet’s Google’s online ad business. An important trend that is quickly affecting Google is growth in its PLAs (Product Listing Ads) through text ads. Product Listing Ads are cost per click (CPC) ads which online merchants purchase through AdWords. Product Listing Ads feature a product image, and provide direct links to the product pages on an e-commerce website where users can shop online.

PLA's were launched by Google in 2012, effectively  changing its product search format from a free service to a paid advertising platform. And since then, Amazon had not advertised with Google’s PLAs. Presumably, Amazon did not participate in Google Shopping because the company did not want to contribute to Amazon’s bid to become the primary destination for shopping searches. And, Amazon did not want to pay Google for customers they may have gotten on their own via organic searches.  However, as Google takes the lead as search provider for mobile shopping, Amazon began to test PLA ads on Google.   

Amazon began to run PLAs on Google beginning on December 20th, 2016,  focusing on the home goods market, and the retailer's share of PLA impressions has grown from less than 10% on December 19th to 21% on January 30, 2017.  Amazon is investing more in PLA traffic on mobile than desktop. Its impression share for phone PLAs is roughly twice as high as it is for desktop PLAs.

While Amazon has yet to aggressively expand its use of PLAs into other categories, once it does, competition between Google and Amazon to be consumer’s first choice for online shopping will surely heat up. How this will affect retailers everywhere remains to be seen. 

Copyright © 2024 FashionNetwork.com All rights reserved.