Tactics | Sidecar

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

Quality Score Is the Elusive Metric Retail Marketers Need to Get Right

Quality score is a critical part of a successful Google paid search campaign. It determines how relevant retailers’ ads are. The more relevant the ad, the higher that ad appears in search and the lo...

Belle Phanawat

Customer Acquisition vs. Retention: 7 Best Practices for Search

Here’s how retailers should map their audience strategy for new-versus-returning customers to search....

Steve Costanza

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

15 Ideas for Scaling Your Local Inventory Ad Campaigns

Local inventory ads remain a complex proposition. Yet we hear our customers say that they still believe in the value of LIAs, and the advantage of providing multiple touchpoints for engagement.

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Janelle Kozyra