Many e-Commerce retailers try to gain a competitive advantage by developing product listing ads for search engines such as Google or Bing. However, retailers don’t always have enough bandwidth to group their products beyond the services’ default controls, such as brand or category, which can sometimes lead to wasted ad spend or missed revenue opportunities.
Sidecar, a provider of programmatic advertising technology, has developed an Intelligent Product Grouping (IPG) feature for product-level advertising channels such as Google Shopping and Bing Shopping. IPG is designed to work in tandem with Sidecar’s existing automated bidding functionality, grouping products based on key performance metrics and product data, and continuously adjusting bids to maximize revenue and profitability.
Sidecar also released a new dashboard that provides marketers with a measurable view of how specific products are performing within Google Shopping. The dashboard mines and publishes valuable data, revealing timely trends and opportunities marketers might not otherwise uncover in their catalog. The dashboard highlights high- and low-performing products and brands based on KPIs such as click-through rates, conversion rates and cost/sale.
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