Mike Farrell | Sidecar

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

The Cost of Competing on Google Ads for E-commerce Retailers

It’s no surprise competing on Google Ads is growing costlier for e-commerce retailers. CPCs rose again in 2018, according to the latest data from Sidecar’s 2019 Benchmarks Report: Google Ads in ...

Mike Farrell

Keeping Up With Google: What Are Shoppable Image Ads?

Return on ad spend (ROAS) is the top success metric for digital retail marketers. Most continue to focus their efforts on the bottom of the purchase funnel where intent is higher and ROAS is strongest...

Mike Farrell

Google to Sunset Average Position Metric, a Signal of a Much Larger Transformation

Google has been on a tear with a flurry of announcements over the last couple weeks, many of them more interesting than their decision to sunset the average position metric. Those new features include...

Mike Farrell

4 Reasons to Invest More in Google Shopping

In 2018, Sidecar found retail marketers spent 24% more year-over-year in Google Shopping, while their revenue grew by 29%....

Mike Farrell

Changing Attribution Models Wasn’t Easy, But With a 120% Jump in Sales, It Was Worth it for Moosejaw

Considering the rapid rate change in the retail space, it’s amazing that one thing has remained constant over the past decade–attribution. Most retailers continue to use last touch attribution to ...

Mike Farrell

Deciding Which Attribution Model Is Right for Your Retail Business? We Have a Cheat Sheet for That.

Incremental growth is the holy grail of retail marketing. In the early days of online sales, retailers who went digital saw huge gains from performance marketing channels like paid search, display, an...

Mike Farrell

Keeping Up With Google: What Is Target CPA?

Target CPA is one of several automated bidding tools Google has launched in recent years. The technology automatically adjusts bids so that retailers can achieve a pre-set Cost-Per-Acquisition (CPA). ...

Mike Farrell

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Authored by Mike Farrell

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

The Cost of Competing on Google Ads for E-commerce Retailers

Keeping Up With Google: What Are Shoppable Image Ads?

4 Reasons to Invest More in Google Shopping

Changing Attribution Models Wasn’t Easy, But With a 120% Jump in Sales, It Was Worth it for Moosejaw

Deciding Which Attribution Model Is Right for Your Retail Business? We Have a Cheat Sheet for That.

Keeping Up With Google: What Is Target CPA?

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