Mike Farrell | Sidecar

How Retailers Can Optimize Facebook Ads for Direct Response vs. Brand Building

Facebook advertising is increasingly playing multiple roles in the retail marketing funnel—not unlike advertising on Google, Amazon, and other major platforms. For instance, some marketers opt fo...

Mike Farrell

Offense or Defense: The Secrets to Bidding on Brand Terms on Amazon Advertising

Online advertising is among the latest industries Amazon plans to disrupt. Although it is relatively new to the digital advertising world compared to Google and Facebook, the e-commerce giant is alrea...

Mike Farrell

How Retailers Can Avoid the 9 Biggest Pitfalls of Facebook Advertising

Facebook’s ad business shows no signs of slowing. With this growth has come a major expansion of the channel's audience targeting capabilities. Many retail marketers understand the advertising po...

Mike Farrell

Keeping Up With Google: What Is Maximize Conversion Value?

At Google Marketing Live 2019, Google announced a new bidding strategy, Maximize Conversion Value, which allows retailers to optimize campaigns to values like sales revenue or profit margins. Google t...

Mike Farrell

Stats Retailers Can’t Ignore When Crafting Their Google Ads Strategy

Retailers' Google Ads budgets shifted dramatically across 2017 and 2018. So did their top revenue drivers. That means new opportunities are emerging to drive more successful paid search and shopping c...

Mike Farrell

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

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Authored by Mike Farrell

How Retailers Can Optimize Facebook Ads for Direct Response vs. Brand Building

Offense or Defense: The Secrets to Bidding on Brand Terms on Amazon Advertising

How Retailers Can Avoid the 9 Biggest Pitfalls of Facebook Advertising

Keeping Up With Google: What Is Maximize Conversion Value?

Stats Retailers Can’t Ignore When Crafting Their Google Ads Strategy

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

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