A SIDECAR POINT OF VIEW

KEEPING UP WITH GOOGLE

The complete guide to the latest updates enhancing Google Ads and what they mean for your business.
Since launching paid search ads in 2000, and Product Listing Ads in 2009, Google has undergone a massive transformation. While it remains consumers’ primary vehicle of content discovery online, Google has also become a popular avenue for consumers to research, browse, and purchase their favorite products. In turn, the search engine has become an invaluable marketing tool for retailers and a critical pillar of their revenue and customer acquisition strategies.

Google continues to dominate the world of search marketing, and increasingly the realm of online sales, by regularly rolling out new tools and updates to its Google Ads product suite. From Enhanced CPC to Smart Campaigns and Shopping Actions, Google is reinventing itself as an e-commerce marketplace where retailers can automate their marketing efforts and expand their reach to new markets and demographics.

In September 2018 alone, Google Ads announced 13 product updates, averaging an update about every two days. Keeping up with this rapid pace of change is daunting, and frankly, untenable for most retail marketers. Which new tools or updates do you need to know about, and how will these changes impact your business?

These are the critical questions the Keeping Up With Google series strives to answer. Sidecar analysts provide helpful overviews of the most important Google Ads features retailers need to understand. 

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

AUTOMATED BIDDING

Enhanced CPC

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

Target ROAS

An automated bidding tool that targets a specific ROAS goal.

Target CPA

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

CAMPAIGN AUTOMATION

Smart Shopping Campaigns

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

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.
COMING SOON