Sidecar is the only technology built specifically to manage Google and Bing Shopping campaigns for retailers. Fueled by a proprietary blend of data, Sidecar’s powerful machine learning engine continuously analyzes trends and performance to supercharge shopping campaigns.

1. LET’S TALK ABOUT
GOOGLE SHOPPING
SUCCESS

2. Sidecar for Google Shopping
is the only always-on technology built specifically
to help retailers tackle their most pressing
Google Shopping challenges.
BACKGROUND

3. Sidecar customers span many retail verticals:
BACKGROUND

4. Some are purely online.
BACKGROUND

5. Others operate both online
and brick-and-mortar stores.
BACKGROUND

6. CEOs, e-commerce execs, and digital marketers come
to us with some common questions and challenges
about Google Shopping.
We hear things like ...
CHALLENGES

7. What should our goals be for
Google Shopping?
"
CHALLENGES

8. What strategies should we use to
increase revenue and profitability
in this competitive channel?
"
CHALLENGES

9. "
How do we confidently build and
maintain a campaign structure
that prioritizes our goals?
CHALLENGES

10. "
How can we manage the channel
with the granularity we know
we need for success?
CHALLENGES

11. How can we take a more
sophisticated approach
to managing keywords?
"
CHALLENGES

12. Mobile traffic keeps growing,
but it still doesn't convert as
well as desktop traffic. How
does that impact my Google
Shopping strategy?
"
CHALLENGES

13. SOUND
FAMILIAR?
CHALLENGES

14. COMPLEXITIES

15. Most marketers, understandably, group products by
brand, category, or both.
BID
$2.02
BID
$1.10
BID
$0.36
BID
$0.81
COMPLEXITIES

16. BUT...
COMPLEXITIES

17. DO ALL PRODUCTS UNDER THE SAME
CATEGORYOR BRAND ...
Generate the same amount of revenue?
Convert at the same rate?
Share the same average order value?
Produce the same margins?
Warrant the same impression share?
COMPLEXITIES

18. DO ALL PRODUCTS UNDER THE SAME
CATEGORYOR BRAND ...
Generate the same amount of revenue?
Convert at the same rate?
Share the same average order value?
Produce the same margins?
Warrant the same impression share?
COMPLEXITIES

19. DO ALL PRODUCTS UNDER THE SAME
CATEGORYOR BRAND ...
Generate the same amount of revenue?
Convert at the same rate?
Share the same average order value?
Produce the same margins?
Warrant the same impression share?
COMPLEXITIES

20. DO ALL PRODUCTS UNDER THE SAME
CATEGORYOR BRAND ...
Generate the same amount of revenue?
Convert at the same rate?
Share the same average order value?
Produce the same margins?
Warrant the same impression share?
COMPLEXITIES

21. DO ALL PRODUCTS UNDER THE SAME
CATEGORYOR BRAND ...
Generate the same amount of revenue?
Convert at the same rate?
Share the same average order value?
Produce the same margins?
Warrant the same impression share?
COMPLEXITIES

22. NO.
COMPLEXITIES

23. NO.
NO.
COMPLEXITIES

24. NO.
And you guessed it,
NO.
COMPLEXITIES

25. NO.
NO.
And you guessed it,
NO.
COMPLEXITIES

26. The only reason any two (or more) products should be
grouped together is because they perform similarly
and deserve the same bid.
COMPLEXITIES

27. But even with an army
of data scientists ...
COMPLEXITIES

28. ... it's impossible to evaluate the data required and take
the time to bid each product individually.
CPA Cost / Convers
Channel Spend?Number of Impressions?Multiple Goals
AOV Revenue / Orders
Imp. Share Impressions / Total Eli
Weighted CPC(Clicks1 x Cost1) + (Clicks2 x
+ (ClicksN x CostN)/(Total C
COS GOAL
Bid $1.00Bid $0.25Bid $2.00Bid $0.10Bid $0.90 Bid$1.10
COMPLEXITIES

29. That's why adopting a
DATA-DRIVEN APPROACH
that addresses the complexity
of the channel IS KEY.
ity
ost2)
s)
SOLUTION

30. As a result, many marketers turn to Sidecar.
SOLUTION

31. Sidecar builds the technology marketers need to solve
the pain points of Google Shopping.
SOLUTION

32. HOW DOES IT
WORK?
SOLUTION

33. DATA
SOLUTION

34. DATA
MACHINE
LEARNING
SOLUTION

35. DATA
MACHINE
LEARNING
PEOPLE
SOLUTION

36. RETAIL
INDEX
Sidecar for Google
Shopping starts with
the Sidecar Retail Index,
a proprietary blend
of datasets exclusive
to Sidecar.
DATA
SOLUTION

37. RETAIL
INDEX
It includes your
shoppers’ search queries,
your product feed,
historical keywords, and
return goals, as well as
competitive metrics
from Google.
DATA
SOLUTION

38. Our machine learning
algorithms use these
millions of data points
to dynamically adjust
individual product bids
and overall campaign
structure.
MACHINE LEARNING
SOLUTION

39. BID $0.50
CONVERSION
POTENTIAL
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Sidecar also analyzes every search term driving traffic to your
products. Based on the traffic's conversion potential,
Sidecar’s Search Query Management capability adjusts bids.
MACHINE LEARNING
SOLUTION

40. BID $1.50
CONVERSION
POTENTIAL
kid’s north face winter vest
Unlike negative keywords, Sidecar captures all traffic
at a value appropriate to your business.
MACHINE LEARNING
SOLUTION

41. Sidecar applies its machine learning intelligence separately to
desktop, tablet, and mobile campaigns, ensuring every product
delivers optimal performance at the device level.
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winter vest
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MACHINE LEARNING
SOLUTION

42. MACHINE LEARNING
Leather WingtipMensBrown
In addition, Sidecar fully optimizes your product feed, adjusting
titles and descriptions to better match the way consumers search
for your items.
SOLUTION

43. BID
$1.50
Leather WingtipMensBrown
For instance, Sidecar might determine to add "Men's" and "Brown"
to the product title for "Leather Wingtip."
MACHINE LEARNING
SOLUTION

44. RETAIL
INDEX
Sidecar’s e-commerce
pros partner with you
to define how we
can best apply our
technology to your
Google Shopping
campaigns.
PEOPLE
SOLUTION

45. RETAIL
INDEX
BID
$1.50
As an extension of
your team, we
actively ensure your
campaigns perform at
their best and most
efficient potential.
PEOPLE
SOLUTION

46. SO WITH ALL THAT EVALUATING & ADJUSTING,
WHERE ARE SIDECAR CUSTOMERS
RESULTS

47. Here are the results retailers saw when they
used Sidecar for Google Shopping ...
RESULTS

48. I was impressed by Sidecar's technology
approach of using real-time data and
managing each product individually by its
performance and device. The team was
strategic, communicative, and honest right
off the bat.
Dan Pingree
CMO
82%
MOBILE REVENUE
GROWTH
in 30 days YoY
142%
CLICK GROWTH
in 30 days YoY
63%
REVENUE GROWTH
during holiday season YoY
" RESULTS

49. Sidecar would occupy very little of our
team's time. Its machine learning engine
is highly sophisticated. We can input our
main KPI—return on ad spend—and know
the technology will work efficiently to meet
our goals.
Bumsoo Kim
Director of Marketing
" 40
HOURS SAVED
per month
120%
ROAS IMPROVEMENT
in 6 months
212%
YOY REVENUE GROWTH
during first 6 months
RESULTS

50. Sidecar knows our business, and does
a fantastic job managing the balance of
being aggressive and being conservative
to attain our goals. Our account manager is
confident, reliable, and communicative.
I don't need to check in as often on Google
Shopping performance because I trust that
she is looking out for us.
Donnie Ager
Acquisition Marketing Manager
"
94%
REVENUE GROWTH
YoY
22%
MORE EFFICIENT
than cost/sale goal
37%
REDUCTION IN CPC
for trademarked campaigns
RESULTS

51. These are just a few of the many retailers that are seeing
efficient, consistent, incremental growth in Google Shopping
across devices, every day of the year.
RESULTS

52. Ready to find out what
Sidecar for Google Shopping
can do for your campaigns?

53. sales@getsidecar.com
BOOK A FREE
PERFORMANCE ANALYSIS
and let our team quantify
your opportunity.