Cholis began working closely with Sidecar’s team to formally enter Google Shopping with the strongest start possible.

Sidecar’s team optimized Dave & Adam’s product feed for Google Shopping, helped the retailer install Sidecar for Shopping, devised a channel strategy suited for the retailer’s conservative budget and cost/sale goals, and created a fresh set of campaigns. Cholis and Sidecar held weekly phone calls to coordinate these activities, which led to a smooth launch completely handled by Sidecar.

It’s important to note here that historical Google Ads data is critical to informing any Google Shopping strategy and campaign structure. But what happens when a retailer is new to Google Shopping and has little or no Google Ads data, like Dave & Adam’s? That’s where Sidecar’s machine learning algorithms start coming into play.

The moment Dave & Adam’s campaigns went live, Sidecar’s technology began ingesting the data vital to understanding the retailer’s product catalog and competitive landscape. This includes Dave & Adam’s Google Ads data, product feed, and goals, as well as consumer search behavior.

Since then, Sidecar has continued to become more customized and efficient as it ingests Dave & Adam’s data over time, deepening its understanding of product performance amid changes in consumer search trends and Google’s algorithms.

This machine learning approach enables the technology to make increasingly accurate and precise bidding decisions for each individual product—providing the granularity Cholis was seeking. In the three months after launch, Sidecar’s technology made 2,227 automated bid and campaign changes to maintain or beat the retailer’s cost/sale goals while growing revenue.

“Sidecar’s data-driven decision making process is a big factor for me. Google Ads provides a lot of data, but digesting it all is difficult. Using that data instantaneously and making adjustments on the fly—instead of sitting on it—is key,” said Cholis.

Sidecar’s team is on hand to navigate the tech and put Cholis’ mind at ease by continuously monitoring the account and recommending next steps to drive success. The weekly calls continue to be Cholis and Sidecar’s major touch point, the time when everyone can discuss new results, data trends, upcoming sitewide promotions, larger marketing initiatives, and refinements to the Google Shopping strategy.

“My experience with Sidecar’s customer success team has been outstanding. The phone calls are a critical piece and allow us to have a good conversation about the health of the account,” said Cholis. “That said, our call frequency has actually gone down to every other week—and we could even decrease it further—because I know Sidecar has it covered.”