Mike Farrell | Sidecar

Google Gets More Visual & Aspirational With Gallery Ads & Discovery Ads

Google made a flurry of announcements at Google Marketing Live 2019. The volume of updates makes it difficult for retailers to sort through what exactly these new developments mean for their businesse...

Mike Farrell

Is Amazon a Friend or Foe? Retailers Must Weigh the Opportunity Before Tapping Revenue Gains

Learn how to identify your Amazon opportunity. Here are the risks and rewards of selling and advertising on the marketplace....

Mike Farrell

Google Marketing Live 2019: Google Doubles Down on Marketplaces, Discovery & Search Intent

When Google revamps its platform, the ramifications shape the entire marketing landscape. Google’s latest product roadmap, unveiled at Google Marketing Live 2019, charts the future trajectory of sea...

Mike Farrell

Keeping Up With Google: What Are In-Market Audiences?

Google Ads continues to update audience targeting capabilities with new features like in-market audiences. The targeting method debuted as a display and YouTube ad functionality and has since expanded...

Mike Farrell

Keeping Up With Google: What Is Exact Match?

Exact match is a keyword match type on Google paid search that serves ads based on an exact keyword search or a close variant of that keyword. It allows retailers to narrow their audience to a group o...

Mike Farrell

Keeping Up With Google: What Are Expanded Text Ads?

Google released expanded text ads (ETAs) in 2016. Initially, the expansion added an extra headline and grew the description to 80 characters. That empowered marketers to capture more real estate on th...

Mike Farrell

Benchmarks 2019: 5 Tips to Fill the Funnel on Google Ads

Retailers, we get it: Staying ahead of the curve in Google Ads is challenging. In the 2019 Benchmarks Report: Google Ads in Retail, we discovered new growth patterns in Google’s search and shopping ...

Mike Farrell

Keeping Up With Google: What Is Maximize Conversions?

Maximize Conversions is relatively new to Google’s automated bidding toolkit. Unlike earlier features like eCPC and Target ROAS, Maximize Conversions is not an ROI-driven strategy. Instead, this aut...

Mike Farrell

Keeping Up With Google: What Are Responsive Search Ads?

Responsive Search Ads (RSAs) are a semi-automated ad format that help test and optimize ad copy on Google paid search. Marketers supply multiple headlines and descriptions, and Google will mix and mat...

Mike Farrell

Keeping Up With Google: What Are Smart Campaigns?

A recent addition to the Google Ads portfolio, Smart Campaigns promise retailers a smooth, automated introduction to the Search and Display Networks. Retailers must set a budget and upload their ad co...

Mike Farrell

Keeping Up With Google: What Are Dynamic Search Ads?

Dynamic Search Ads (DSAs) effectively eliminate the need for keywords in retailers’ paid search campaigns. Instead of bidding on specific keywords lists, DSAs map existing content on retailers’ si...

Mike Farrell

Time to Leave Last Touch Attribution in the Dust? Answer These 4 Questions First

The days of last touch attribution may be numbered. Here’s what retail marketers need to consider before making the switch to a multi-touch model....

Mike Farrell

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Authored by Mike Farrell

Google Gets More Visual & Aspirational With Gallery Ads & Discovery Ads

Is Amazon a Friend or Foe? Retailers Must Weigh the Opportunity Before Tapping Revenue Gains

Google Marketing Live 2019: Google Doubles Down on Marketplaces, Discovery & Search Intent

Keeping Up With Google: What Are In-Market Audiences?

Keeping Up With Google: What Is Exact Match?

Keeping Up With Google: What Are Expanded Text Ads?

Benchmarks 2019: 5 Tips to Fill the Funnel on Google Ads

Keeping Up With Google: What Is Maximize Conversions?

Keeping Up With Google: What Are Responsive Search Ads?

Keeping Up With Google: What Are Smart Campaigns?

Keeping Up With Google: What Are Dynamic Search Ads?

Time to Leave Last Touch Attribution in the Dust? Answer These 4 Questions First

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