There’s now a more distinct line separating Google, Facebook, and Amazon.com advertising strategies based on what stage of the purchase cycle a customer belongs to.
When it comes to e-commerce, Amazon is one of the highest-intent, lowest-funnel forms of advertising you can have in your media mix. Think about it: 100 percent of people go to Amazon to do one thing — buy something. So if you advertise to them, there’s a high probability that they’re ready to buy. When someone searches on Google, however, they sometimes want to buy something, but might also just be looking for information.