Amazon Resumes Google Shopping Ads Abroad After US Pause
Amazon has restarted its Google Shopping ad campaigns across international domains after a month-long pause. This move comes amidst investigations by the US Federal Trade Commission (FTC) and several states into Amazon's advertising practices in the US stock market.
Amazon's temporary halt in ad spending was suspected to be a deliberate marketing test. During this period, clicks for other retailers increased, but the return on ad spend (ROAS) dropped. This pause has given rivals a chance to grab market share in the US stock market before Amazon resumes ads there.
Amazon's selective return to Google Shopping ads demonstrates its ability to experiment with acquisition costs. The company has restarted campaigns in all international domains, excluding the US. This strategic move highlights Amazon's control over its advertising budget and its ability to adapt to stock market conditions.
Amazon's month-long pause in Google Shopping ads has had mixed effects on the stock market. While it provided an opportunity for competitors, it also led to a drop in ROAS. Amazon's selective restart of ads in international domains shows its ability to manage advertising costs and respond to regulatory pressures in the US stock market.
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