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Manage Your Google Shopping Investment, Not Just Bids, According to This Marketing Pro

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If your #1 Google Shopping goal is to improve your return on ad spend (ROAS) or cost/sale, think like an investor. That’s according to one marketing manager from a billion-dollar, U.S.-based department retailer. “Intelligent allocation of spend is critical to success in Google Shopping,” he told me when I spoke to him about his Google Shopping strategy. “You have to put the right amount of weight into each product, and continually adjust that weight to maintain your return goal.” We put together a new case study that goes into greater detail about this investment-based Google Shopping strategy and why the marketing manager felt it was important to approach the channel with an investor’s mindset. The case study is worth a read if you’re looking to better understand how to drive greater returns from your catalog, while also growing revenue.
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The Results of Bidding by Margin in Google Shopping

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Margin is a key metric for any retailer’s products, and a critical performance indicator for business as a whole. Yet many retail marketers are not thinking of using margin as a central part of their Google Shopping strategy. And those that are considering this approach might be concerned about the seeming complexity of it all. To maximize profitability in Google Shopping, however, bidding by margin is essential—and it can be simplified drastically.
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Thanksgiving to Cyber Monday: Which Day Won Google Shopping?

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One of the biggest stories coming out of the 2016 holiday season kickoff is the duel between Cyber Monday and Black Friday for online sales. We saw a similar trend within the Google Shopping channel: Cyber Monday generated only 6% more revenue than Black Friday, compared to 28% last year. But Thanksgiving also had reason to take a seat at the table, pulling in the highest AOV and ROAS of the five-day period on Google Shopping. And we can’t forget Saturday and Sunday. How did they contribute to sales? After analyzing 27.6 million user sessions on our customers’ e-commerce sites during Thanksgiving through Cyber Monday, we came away with several key findings that underscore the rise of Google Shopping ads for retailers.
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Google Shopping: Is It Good to Be The ‘Best?’

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Back in March, Google made ranked Shopping ads, which display products with a 1-5 ranking based on reviews, a permanent fixture on the SERP. E-commerce marketers who instinctively seek the top in all of their efforts were curious about how these ads would perform and the impact they would have on their Shopping campaigns.

Well, now that the dust has settled a bit, we thought it was time to take a look at ranked Shopping ads and determine whether it was good to be “the best" -- i.e. the #1 ranked product for a given search...

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Case Study: How to Drive 44% More Revenue on Google Shopping in 90 Days (While Maintaining ROAS)

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Sidecar has been helping Boscov's, a billion-dollar retailer, over the past several months with a combination of our automated technology and strategic direction from our team.

A couple of the biggest results? Boscov’s Google Shopping revenue increased by 32% YoY after 30 days, while ROAS actually improved by 13% YoY. After 90 days, revenue was up by 44% YoY at the retailer’s ROAS goal.

Those are some numbers that other retailers tell us they would love to see, too. So we wanted to give you a closer look into how we helped Boscov’s get there. You can check out the story in this new case study. Give it a read to learn if you’re making mistakes on Google Shopping — and what to do about it.

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Let’s Talk About Google Shopping Success

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Google Shopping success metrics are different for every marketer. Some marketers are all about ROAS. Others prioritize cost/sale. Still others are focused on conversion rate.

Whatever the preferred metric is, everyone wants to see a nice upward trend in performance over time, which some marketers refer to as “incremental growth.” As you might expect, marketers ask us about this a lot: How does Sidecar drive incremental growth on Google Shopping?

Well look no further than this SlideShare. It takes you through a case study of how and why Sidecar creates performance improvements for retailers’ Google Shopping campaigns.

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Retailers Played Favorites on Mother’s Day—Their Love Went to Google Shopping

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Mother’s Day is the third largest retail event on the calendar, trailing only the end-of-year holiday season and back-to-school in total sales. 27.3% of consumers planned to buy their gifts online this year, up from 25% in 2015. But what channels are these consumers using?

Recently, Google Shopping has been making the rest of the AdWords family proud. Last quarter, channel revenue grew by 52% year-over-year. Did this momentum carry over to this year’s Mother’s Day? Here’s what the numbers tell us ...

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Google Shopping Dominates as First Quarter MVP

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For some retailers, Q1 is their “holiday.” Consumers are making their New Year’s resolutions, and they want to buy products that help them get fit, get healthy, and get organized. For most retailers, though, the first quarter is more of a quiet time.

But when it came to Google Shopping, the first quarter of 2016 was big -- across the board. Our analysis of retailers’ results found that Google Shopping grew by 52% YoY in Q1. Mobile led the charge, notching a 164% jump in sales over Q1 2015.

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Roses Are Red, Violets Are Blue … Which States Love Their Valentine More Than You?

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Love it or hate it -- Valentine’s Day represents a welcome revenue boost for many retailers in what’s otherwise a traditionally slow shopping month. Americans approach the day with gusto, eagerly purchasing jewelry, flowers, candy, and trinkets for significant others, parents, children, classmates, and pets -- yes, pets (to the tune of an estimated $681 million). In the spirit of the political primary season, all this lovey-dovey spending got us thinking: Do all U.S. states feel the retail love at the same rate? Or more to the point, which U.S. states spend the most (and the least) on their loved ones on Valentine’s Day?
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The Sidecar Seasonal E-commerce Report for Holiday 2015 Is Here

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With Holiday 2015 in the books, you’ve probably spent some time analyzing your data to determine how sales fared, understand the impact of your marketing efforts, and figure out how to crush it in 2016. We’ve been right there with you. And because we love data the way we do, we’ve compiled our analysis into the Sidecar Seasonal E-commerce Report: Holiday 2015. Some of the more interesting findings? This infographic gives the highlights.
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