Talk in the digital advertising space has traditionally focused on Google and Facebook’s digital duopoly, each fighting for more of your advertising dollars. But for Google, the real competition is coming from elsewhere.
Over the last few years, Google has pushed further and further into the retail space. Simultaneously, Amazon expanded its advertising platform. In the end, they both want the same thing: your purchase intent.
As these two tech behemoths continue to get more and more similar, who will lead? And more importantly, what should you do about it?
Google’s bid to become a retailer
We’re used to thinking of Google as a search engine. For advertisers, Google’s search engine results page (SERP) is composed of text and product (Google Shopping) ads. The popularity of these product ads with digital marketers has grown in popularity. According to Adobe’s Digital Index, spend on Google Shopping has surpassed that of text ads in every market.
This is especially true when it comes to