I guess all good things must eventually come to an end. In Google’s case the good (make that great!) thing they’ve enjoyed for well over a decade is a total monopoly over Search advertising. But that stranglehold may be showing some cracks, as more large agency Holding Companies are shifting their clients’ Search dollars to Amazon as an alternative to Google.
Amazon Search offers brands and interesting feature which Google doesn’t – the ability to retarget consumers with contextually relevant search listings on their own platform. Google invented the retargeting game but still populates search ads which connect users to different websites, and may or may not be able to track their behavior once they get to that site. On the other hand, Amazon’s Search marketplace keeps visitors within their site, so they can see what users are doing at all times and optimize ad delivery to match their behavior.
Before you feel too sorry for Google, keep in mind they still have a staggering lead in Search which could take Amazon another decade to disrupt. In 2018 Google took in 78% of all the US Search dollars, so they’re definitely going to own the market for a while longer. But it is interesting (and maybe even refreshing) to see another company give them a run for their money in the Search space.