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....
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...
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...
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...
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...
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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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...
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...
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). ...
Keeping Up With Google: What Are Shopping Actions and Buy on Google?
Google dove headfirst into the world of online marketplaces when it launched Shopping Actions in 2018. The program is a universal shopping cart that allows customers to shop for a variety of brands vi...
Keeping Up With Google: What Are Smart Shopping Campaigns?
One of the newest additions to the Google Ads wheelhouse, Smart Shopping Campaigns promise retailers a seamless introduction to the advertising platform. Retailers must set a budget and link their Mer...
Keeping Up With Google: What Is eCPC?
Enhanced CPC, or eCPC, is Google’s first automated bidding tool and one of its most popular. Despite its relative old age in the Google universe, retailers still have a number of questions about wha...