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A SIDECAR POINT OF VIEW

KEEPING UP WITH GOOGLE

Your resource to the latest updates enhancing Google Ads and what they mean for your retail business.

These quick guides break down:

What new tool or feature Google added.
Which channels it's available on.
Most importantly, what it means for your business.
We'll update regularly as new tools roll out.

AUTOMATED BIDDING

Enhanced CPC

A bid adjustment tool that alters bids based on demographic and location data from Google.

Maximize Conversions

This tool sets automated bids to optimize Google Ad conversions.

Target CPA

A tool that automatically adjusts bids to achieve a pre-set Cost-Per-Acquisition (CPA)

Target CPA

A tool that automatically adjusts bids to achieve a pre-set Cost-Per-Aquisition (CPA)
COMING SOON

Target ROAS

An automated bidding tool that targets a specific ROAS goal.

Maximize Conversion Value

With this update, Google gives retailers more control over their automated bidding strategies.

CAMPAIGN AUTOMATION

Shopping Actions

Google’s first foray into the world of marketplaces and a major shift for the channel.

Smart Campaigns

An automated campaign builder for search and display ads.

Smart Shopping Campaigns

An automated Shopping campaign that puts Google in the driver’s seat.

In-Market Audiences

A targeting tool to reach consumers who are actively searching for your products.

NEW & UPDATED AD FORMATS

Dynamic Search Ads

Google automates targeting for paid search ads, eliminating the need for keyword lists.

Exact Match

A keyword match type using exact keywords and variants to serve ads.

Expanded Text Ads

Google nearly doubled the size of paid search ads in its latest update.

Responsive Search Ads

An automated approach to A/B testing and optimizing paid search ads.

Shoppable Image Ads

Google's transformation of Google Image Search into a product discovery platform.