Tactics | Sidecar

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

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

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

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THE LATEST IN TACTICS

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?

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

Customer Acquisition vs. Retention: 7 Best Practices for Search

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?

15 Ideas for Scaling Your Local Inventory Ad Campaigns

Keeping Up With Google: What Are Shoppable Image Ads?

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