Tactics | Sidecar

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

Keeping Up With Google: What Are Google Recommendations?

Google continues to add greater automation to its advertising platform. A recent update is Google ad recommendations. These recommendations make optimization changes to ad campaigns, sometimes without...

Steve Costanza

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

Why Winning the Buy Box Is the Key to Amazon Sales Growth

The Buy Box is one of the most important aspects of advertising on Amazon. 82% of sales on Amazon come through the Buy Box, and only products that win the Buy Box are eligible for advertising. Retaile...

Monica Reichert

How to Structure Amazon Ad Campaigns to Simplify Management & Increase Profits

Amazon advertising can frustrate retail marketers because structuring campaigns is both manual and time-consuming. Retailers need to assign products to ad groups individually or through bulk uploads u...

Monica Reichert

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?

Click Here for More Free Google Ads Insights in One Place. Maximize Conversions is relatively new to Google’s automated bidding toolkit. Unlike earlier features like eCPC and Target ROAS, Maximize C...

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

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THE LATEST IN TACTICS

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

Keeping Up With Google: What Are Google Recommendations?

Keeping Up With Google: What Is Maximize Conversion Value?

Why Winning the Buy Box Is the Key to Amazon Sales Growth

How to Structure Amazon Ad Campaigns to Simplify Management & Increase Profits

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?

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