Google's ad market share drops below 50% by 2025 as Amazon becomes the third-largest ad platform. Fitness author Mike Matthews uses Amazon ads to drive book sales with strong ROI, yet many marketers still ignore the opportunity.
Projections show that Google Ads market share may dip below 50% by 2025 as competitors like Amazon and TikTok ramp up. How slow was that?
It was too slow, but yes, you're on the right path. He is right. Google's ad share has actually been dipping over time, but the bigger— because there's more platforms and that's a percentage of the overall spend. But if you look at Google's ad revenue, it is actually increasing. I think there's 2 different things, right? Because there's more options for advertisers to spend on, but it's not like Google's actually losing ad dollars.
Also, it's an auction, so the prices keep going up too.
It's just like, yeah, if TikTok comes out, what's going to happen? They're going to get a slice of the market, but it's not like people are spending less on Google. They're still spending more. So overall, Google's still doing well. It doesn't matter if they're losing market share of ad revenue. It's corporations are saying, hey, we can advertise on Google profitably. Oh, now we can advertise on Amazon profitably and Facebook. If you spend $1 and you can make $3 in profit, companies will spend as much as they can over time. And the reason I say over time is you still got to get budget approvals.
Yep. Yep.
By the way, did you see Amazon's ad business grew faster than the company's overall growth in Q3?
No.
Yeah. So Amazon's ad business is booming. You can also start doing video ads through Prime. The Super Bowl ones during Black Friday already sold out. Or not Super Bowl, the football NFL ones have sold out.
The Prime Thursday football ads.
And the reason this is important for marketers to know is it's one of the fastest growing ad platforms. You have Google as number 1, you have Meta as number 2, number 3 is Amazon. But yet a lot of marketers ignore it.
We used to run ads for Amazon ads back in the day when they were starting, when they were like nothing. And look at them now, number 3.
I have a buddy who published a book called Bigger Leaner Faster, Stronger Leaner Faster. It's from a guy named Mike Matthews. It's a fitness book, the Legion Protein books. And he runs Amazon ads to his book. You can actually do it in a profitable way and it actually grows his sales for his products as well.
Really?
Yeah, so if you have a book, which you do, Just try running ads to your book. He's able to do it.
Well, mine doesn't make sense because his book is actually, it helps with his products, right? I had a Legend Bar this morning, by the way, that was my breakfast. But point is, so my book is about how it's more of like a habit book for my 14-year-old self about life, how life is a game. I don't see that helping my business.
No, no, no. But even if you don't do that, he's able to drive ads to books and do it profitably. Really?
Yes. Wow.
He doesn't have a self-published, so he doesn't have a, what is it called?
Yeah, me too.
A publisher.
Oh yeah.
That's the key. If you have someone else who's controlling the book versus being self-published, it's hard to make the numbers work, but being self-published, he was able to make the numbers work.
How many sales does he have on his book? Let's check this thing. What's it called? Bigger, Stronger, what's his name again?
Leaner? Mike Matthews. Okay.
So he has, wow, he has 16,000 reviews on this thing and it's a 4.6 rating on it.
That's a lot of reviews for a book.
That's a lot. And that's not the first book he's written. He also has a challenge book as well with 1,800 reviews on it. And then he has an advanced guide as well. So he has 4 books. It's a 4-series thing. That's amazing.
Yeah, you should check that out. I'm telling you, he's running ads. It's very effective.
Wow. What the heck? Uh-huh.
You're going to start running ads.
It's like a $21 thing. How do you make money on this?
I'm telling you, he's making money on it.
Man, I got to talk to this guy.
Yeah.
All right, so I wanted to take a second to tell you about the Agency Owners Association. So this is an agency peer group group ran by my podcast co-host Neil Patel and myself, Eric Siu. And these were 9 and 8-figure agency owners respectively. And what I will say is at the end of the day, you want to learn from people that have been there, done that. If you want to grow your agency to 7 figures, 8 figures, and beyond, this is the group for you. And we bring in other agency owners to speak as well. And it's a great peer group where you can help each other out and you're going to learn how to acquire more clients. You're going to learn how to take yourself out of the day-to-day and to build the business of your dreams. And the cool thing, till November 30th, we are holding a special price and you can apply at marketingschool.io/agency. And the great thing about it as well, if you try to get into group, there's a 7-day free trial, right? So once November 30th hits, we're gonna increase the price by $200 per month. So right now you're getting it at the lowest price possible. So go to marketingschool.io/agency to learn more and we'll see you inside. Dude, I have— okay, this is great. You learn something new on the podcast sometimes when you do a podcast. Yeah, that's great. By the way, Legion—we don't have any vested interest. At least I don't. I don't.
It's a great bar.
It's like 25 grams of protein, and it's a little heavier on the calorie side—250 calories. But it's because the ingredients are clean. Yeah, but like that's what I had this morning. That's all I needed to eat.
Yeah, but you picked the wrong one. You're supposed to pick the peanut butter cup one. No, it's good. Peanut butter jelly.
Peanut butter jelly. I love it. I'll get. I'll get. Didn't you say the cake one's good too?
No, just get the peanut butter cup.
Have you tried that one? I'll just order it right now. That is it for today. Again, from Frankfurt, Germany, this is Marketing School. And don't forget to rate, review, subscribe, and go to marketingschool.io/agency if you want to join the Agency Owners Association. And we'll see you tomorrow.
Bye.
